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" ... And advertisers have long known the power of tears to forge an emotional bond to a brand, product or message. Some of the most memorable and hard-hitting campaigns are often tear-jerkers. ... "
" ... At the same time, advertisers frequently conduct massive market studies to prove a link between past ad campaigns and sales. The problem with this approach is that those market studies can take weeks or even many months, so they’re not useful for planning or decision-making. Hence, they are mainly rear-view insights. ... "
" ... Bigger numbers also applied to what advertisers thought was engagement - numbers of clicks and click through rates. Humans don’t like ads that much, often use ad blockers, and don’t click on ads that much (when was the last time you deliberately clicked an ad?). But bots’ job is to load as many ads as possible and click on some of them, to make it appear there was “engagement.” This would trick marketers into thinking people were engaging with their ads and allocate even more of their budget to the fake sites and programmatic channels. Note that fake sites using fake bot traffic always have higher click through rates than real sites with real human audiences. So bigger click numbers and click through rates are not necessarily better marketing — because the ads were not shown to humans, and bots were the ones clicking on the ads. ... "
" ... The way advertisers had been targeting the paper’s content was exclusively via section and keyword, which didn’t provide an accurate picture of the audience and its wants. With the new strategy, the contextual classification of content includes the emotional tenor of a story, topic targeting and what motivated audiences after reading a particular story; these tags are then applied to the content, enabling the paper to acquire a whole new data set. Depending on the content, a subscriber may be inspired to donate to a cause, make a lifestyle change, plan an outing, purchase a product or watch a film or television show. This is incredible data and far more useful to digital marketers than the information cookies collect and store. This is a brave new world, one in which we’re seeing the evolution of AI as an extremely precise and unbeatable marketing tool. ... "
" ... Wieser adds, “Because the dominant advertisers in radio and print were among the worst hit, and because any medium cut entirely from a marketer’s budget can have a hard time getting restored there will be no significant recovery for some media any time soon.” ... "