Niche Markets

This category contains 4 posts

People of Ad Tech: MultiView CEO Scott Bedford

MultiView CEO Scott Bedford tells WIT Strategy Partner Bill Brazell that B-to-B marketers need to understand how dramatically the buying journey has changed. More than 90% of buyers now begin their B-to-B purchasing journey online, and conduct 70% of the buying journey on their own. Music: “Morning Rays” by Jim Duffy. Used with permission.

People of Ad Tech: Q Digital CEO Scott Gatz

Q Digital CEO Scott Gatz tells WIT Strategy Partner Bill Brazell that 70% of America’s 16 million LGBTQ adults would pay a premium to support a brand that supports them. He says Lexus and Marriott are among the brands doing it right. Gatz notes that the threat of backlash from those who might boycott brands… Continue reading »

People of Ad Tech: Rayno Report’s R. Scott Raynovich

Rayno Report founder and publisher R. Scott Raynovich tells WIT Strategy‘s Bill Brazell how online publishers can benefit from a focus on quality and specificity, how the siren song of ‘millions of pageviews’ can lead them astray, and what may have gone wrong for GigaOM. Music: Jim Duffy, “Morning Rays,” from “Side One.” Used with… Continue reading »

The Future of Programmatic is Niche

 This guest editorial was written by Bart Burggraaf, a partner at MediaGroup Performance, a specialized DSP for the financial services industry. Burggraaf brings previous marketing experience from Citi and Saxo Bank, where he was the marketing manager. Focusing solely on the financial services industry has given me some insight into the very specific needs that marketers… Continue reading »

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