The Impact of Big Data on the Digital Advertising Industry

Source: https://www.qubole.com/blog/big-data-advertising-case-study/

Massive amounts of data spread digitally are hard to organize and analyze by digital advertisers. With the existence of big data, it certainly helps them to learn about the market, customer's trends and patterns also discover new insights. This article explains some reasons why big data really impact the digital advertising industry.

First is finding the right order of data among chaos. Basically, data that are spread is unstructured or “chaotic”. By using big data analytics platform, all kinds of raw data can captivate, save, and analyze easily.

Second, real-time data analysis. Back then, to process and manage large data sets will take days even weeks. However, now, using big data analytics platform, a big amount of data is processed promptly and efficiently, enabling real-time analysis and insights.

Third, more personalized and targeted ads. Big data allows digital advertisers to give a better experience for their targeted audience by making ads that customers might actually want to see. Also, advertisers can produce more personalized and targeted ads based on the data customers constantly provides on social media.

Lastly, hyper-localized advertising. Big data giving a huge opportunity for digital advertisers to deliver mobile-specific ads based on customer's real-time location. Hyper-localized ads enabling stores to inform nearby customers about their promotions or discount. Using this kind of advertising proves to increase customer engagement.  

To sum up, digital advertising cover about 25% of today’s total advertising spend. So, I think that big data will impact the industry as a whole when all advertising are data-driven.
Kelly (陳莉時)
D0731529

Comments

  1. Amy Le May 18, 2020 at 9:01 AM

    I do enjoy this blog very much. What a nice topic! This blog gives me a coherent insight into the impact of Big Data on the Digital Advertising Industry which I currently study in E-commerce. Many terms are well explained in this blog, for instance, the differentiation of structured and unstructured data; what is the real-time data analysis; or how the hyper-localized advertising becomes so creepy? Let’s jump on the detail!

    1. Finding order among chaos: The challenge lies in the fact that 80% of that data is unstructured or “chaotic”. This is data from sources such as photos, videos, and social media posts—data that says so much about us—but cannot be analyzed via traditional methods. By using big data analytics platforms, companies are now able to capture, store, and analyze all collected data, both structured and unstructured. As a result, digital advertisers can gain fresh and relevant insights from raw chaotic data. Actionable insights that inform marketing decisions and strategies.

    2. Real-time data analysis: In the past, conventional scalable relational database solutions could be relied upon to effectively manage and analyze massively large data sets, but they did so at a snail-like pace. By contrast, the big data analytics platforms of today can perform sophisticated processes at lightening-fast speeds, allowing for real-time analysis and insights.

    3. Hyper-localized advertising: Through the combination of social data and location data, stores that shoppers are near and might be interested in can send out ads offering percentage discounts or other incentives—delivered to the shopper’s location in real-time—to get them to walk through their doors. Hyper-localized advertising has been shown to increase customer engagement and conversion rates.

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