Nearly half (49%) of TV viewing occurs outside of broadcast and channels, according to Nielsen Media Distributor Gauge, a just-launched solution that aggregates total TV consumption across broadcast, cable and streaming by media company. It’s more evidence, if needed, of the growing importance of non-traditional video consumption and of Nielsen’s effort to maintain its position in TV measurement despite the changes.
Emails with personalization based on customer journey and behavior data outperform generic emails, achieving conversion rates of up to 93.3%, according to MoEngage’s latest benchmarks report. Personalized SMS conversion rates outperform generic, broadcast SMS by a third. Behavior-based push notifications on iOS and Android also outperform generic.
Just 18% of B2C marketers rated CDP as their top priority for improving segmentation, far behind better data quality (54%) and integrating data (46%), in this Ascend2 survey for Porch Media Group. First-party data is already considered by far the most important type for building audiences marketers and more first-party data is the top solution to cookie deprecation, while Google Privacy Sandbox and consumer ID solutions rank last.
CDP mParticle is being acquired by ecommerce platform Rokt for a price of $300 million. It’s the third acquisition of a leading independent CDP in a little over one month, following Uniphore’s purchase of ActionIQ and Contentstack’s purchase of Lytics. All three buyers offer some type of customer-facing technology; apparently they’ve decided that adding real-time profiles from CDP will give them a competitive edge. (See this blog post for more analysis.)