Highlights
- Earned op-ed in Campaign US challenging marketers to dump their demographic assumptions and instead seek deeper audience understanding.
- Aligned with Spiketrap brand position on the importance of contextual audience understanding & targeting.
- Designed to challenge marketers about their campaign targeting tactics and invite them to consider contextual solutions based on natural audience conversations.
- Timed to provide additional air cover & sales support following two key contextual advertising partnership announcements.
- Written by myself; placed by my PR firm.
About the Project |
|
|---|---|
Title |
Dump Your Demos: Why assumptions are killing campaigns. |
Outlet |
Campaign US |
Published |
Aug 09, 2021 |
Format |
Op-ed |
Role |
Author |
Other Articles
Fandoms, Franchises and Flux: Addressing Audiences Amid Gaming Acquisitions
Opinion piece written for Adweek exploring the narrative unfolding in gaming & what marketers must do to foster trust amid acquisitions.
Once the Ugly Duckling of Digital, Gaming Is the New Star
Byline in Adweek discussing the video game industry's center stage role in popular culture and how the advertising industry is finally starting to take notice.
Why Brand Safety Measurement Standards are Failing Marketers
Byline in Martech Cube examining why traditional brand safety solutions are unable to meet the demands of high velocity user generated content in the creator economy.
Dump Your Demos: Why assumptions are killing campaigns
Byline in Campaign US challenging marketers to dump their demographic assumptions and instead seek deeper audience understanding.
To Understand Audiences, You Need to Ask “Why”
Byline written for Spiketrap's CEO to discuss the value of asking why — and how marketers can rethink their current approach to data & insights to answer this question.
Interview: Unlocking Audience Understanding with NLP AI
Written interview prepared for Spiketrap's Chief Scientist discussing the power and future of NLP AI to unlock true audience understanding for brands.
Conversation as the Crewmate: Understanding the Rise of Among Us
Byline exploring the rising popularity of the game Among Us through the lens of audience conversation.
The future of mobile video is looking up
Byline prepared for AdColony's head of publishing to position full-screen vertical video as the natural next trend in mobile ad monetization.
Completing the loop: Monetizing to engage
Byline prepared for AdColony's EVP of Publishing to advance the brand's narrative that strategic ad monetization can actually improve user engagement.