As Halloween becomes an increasingly important moment for seasonal marketing, brands face the challenge of connecting with consumers whose interests and purchase intentions evolve throughout the season. In Bethany Lee’s Halloween roundup for Performance Marketing World, PrimeAudience VP of Product Mateusz Rumiński shares his perspective on how understanding changing consumer interests and using contextual signals can help advertisers reach more relevant audiences during key seasonal moments.
Using contextual signals to build more relevant audience segments helps advertisers connect with consumers based on what matters to them in the moment, rather than relying on broad demographic profiles or assumptions about their interests.
Read the full commentary on Performance Marketing World.
