Taptap Digital

El Taptap Trends Report 2026 ya está disponible. ¿Qué ocurre cuando combinamos datos de una encuesta a profesionales de marketing, medios y publicidad con entrevistas a perfiles senior de marcas y medios? Obtenemos una visión más clara de cómo está evolucionando la publicidad programática, no solo de qué está cambiando, sino de por qué importa. https://lnkd.in/emJJxnni

For me, retail media is all about trying to influence purchase behaviour across as many different layers of the shopper journey as possible. A lot of focus right now is on in-aisle ... what we call last mile advertising, that seeks to convert the shopper towards your brand at the point of purchase. Think about the first mile though. As an example, with Black Friday in mind, imagine you work in marketing for Samsung Mobile.With TapTap Digital, you might use purchase data to build an audience segment of people who bought a mobile phone contract 12 to 18 months ago, as that contract will be expiring. You will then have a map of the country, split into 500x500 segments, showing where that audience is in high, medium and low affinity. Your shopper marketing team will no doubt have the Black Friday point of sale sorted inside Carphone Warehouse, EE and Vodafone stores, but your CTV, OOH and mobile advertising could have been priming those same people long before they step foot in store. So when they are stood in the busy store, blinking at the sheer array of phones on offer, something nudges them towards Samsung. Let me know if you would like a demo of how this works in practice? TapTap Digital | #AreaBasedMarketing

Most planning data comes from the same place, the past. We all live in the present though, obviously, and the delta between what happened in the past and what is happening right now can be significant. There are so many factors that can change your ideal campaign weighting ... traffic (both human and vehicle), weather, pollen, events, public transport delays ... Let’s take the trains as an example. At a London mainline train station like Waterloo, the historic data will tell you roughly how many people are likely to be in front of these OOH placements at any given time. However, if the trains are suddenly all cancelled, the number of people in front of these screens could 10x over a fairly short space of time, as more and more people arrive. On top of that, the Underground platforms will be far busier than usual, as will the taxi ranks and bus stops, as people seek an alternative route home. Reacting to this constant ebb and flow of audience allows you to make your budget do more without spending more. Real-time planning from Taptap Digital can do just that - drop me a note if you would like to know more? Taptap Digital | #AreaBasedMarketing #Programmatic #Omnichannel #Contextual

Every behaviour that creates data in marketing can be unified to a physical world location. Be that credit card transactions, in-store purchases, what you do on social, what you read online, where you move, or where you live or work – all those datasets can be understood through a physical world location. While these data sets may feel digital, somebody in the physical world created them - as we say at TapTap Digital, everything happens somewhere. Third-party cookies used to do a similar job but were only relevant for web campaigns. A physical world location is never deleted, stays constant, and can be used for CTV, DOOH, Display, Video, Mobile, Audio, etc. What we’re doing at TapTap Digital is giving marketers a map of the world broken down into 500x500 squares that shows where their ideal audiences are in high, medium, and low affinity and which media placements are best suited to reach those audiences. Drop me a note if you would like to know more. TapTap Digital | #EverythingHappensSomewhere #Advertising #Media #LocationIntelligence

Real-world mobility data can be used to reach more people with the same budget. The number of people in front of any given DOOH placement fluctuates throughout the day and night. Take the London Underground. As a train pulls into London Waterloo, the human traffic coming up the escalators spikes, then drops, until the next train. When you use real-world mobility data to see where people are and when, you can automate the best times to activate and upweight – during those audience spikes – and when to down-weight or even go dark. That means you get zero wastage DOOH, maximally optimised towards the biggest audiences, for the same investment - making your budget go further. Happy to demo how the TapTap Digital mobility data is unified, alongside other online and offline data sets, to deliver the right message, to the right person, at the right time. Taptap Digital #EverythingHappensSomewhere

⚽ Reports circulating that I was in line to take over from Ange Postecoglou at Forest are as wide of the mark as they are fictitious. In my new role at TapTap Digital, if I were asked to help Mr Postecoglou in his job hunt, this is what I might recommend: 1 - Upload first-party data for football club executives to see which areas they live in. 2 - Use Mobility data to show how these audiences move between locations and identify if they frequent football stadiums. 3 - Surface the right media, perhaps focusing on CTV at home, DOOH on journeys to the match, and Mobile inside the stadium. 4 - Tie this all together in a true omni-channel fashion to secure a trophy in his second season 🏆 TapTap Digital is an audience discovery platform that unifies hundreds of different online and offline data sets through location. The result? An audience that has equal accuracy and scale and can be activated across all programmatic channels. Drop me a line if you are thinking of replacing Sean Dyche, or increasing the ROI of your media investments through location intelligence. TapTap Digital | #AreaBasedMarketing #EverythingHappensSomewhere