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Long Term Impact – Will consumers feel jaded towards targeted advertising campaigns?

One mistake that marketers can never afford to make is to underestimate the intelligence of their audience. Targeted advertising through DMP’s and building up user profiles to tailor advertising budgets to suitable potential clients is a massive leap forward in terms of intelligent advertising campaigns.

The first time a consumer sees the items they left behind in a cart, displayed to them in an online banner can be an interesting experience for an online shopper that makes them wonder about the technology behind it, a kind of Neo in the Matrix moment. Woah.

It can be fun in a way, to see these types of consumer-specific ads popping up more often and feel like your internet browsing experience is much more tailored for you personally. In fact, there is the potential for both advertising and web content to be crafted in a way to suit individuals based on their profiles.

However, when the novelty wears off and people become more used to this form of advertising, will it be tuned out just like many other forms of advertising are – or even looked at in a negative way by being seen as intrusive?

It is not uncommon for people to mentally block out banner display ads as they focus on the content that they are interested in viewing. For that reason, ads should be developed in a way that utilizes and incorporates the interest of the person in an interactive and engaging way. Some intelligent thought process needs to take place before rolling out an ad campaign. For branding purposes, interactivity is a good way to engage users and turn ads into fun.
phenomenal-shotA great example of this was Nike’s ‘Phenomenal Shot’ ads where fans could share goal celebrations from soccer matches, and interact with them, add taglines and images and send them to their friends just 10 seconds after the goals took place in real life. They could rotate them in 3d on their phone.
Simply using someone’s IP Address to find their suburb in an advert in a meaningless way won’t cut it in the long term. People will get fed up with ads about how ‘A single mother from [ENTER SUBURB HERE] cut down her belly fat with one weird trick’ and will become a source of annoyance. Nobody believes this stuff after they’ve seen it 100x.

It is for this reason that targeted campaigns need to be mindful to use their programmatic ad buying in the smartest and most interesting way possible. Personalising our use of the internet and the ads we see is the future of both online and offline marketing. We will see billboards on bus stops that display us ads based on the cookies on our mobile phones. Some campaigns have advertised based on gender through facial recognition which is 90% accurate at selecting male vs female faces, and was done several years ago at a bus stop. However, with profile and cookie data, things like this can be done without the guesswork, and can be achieved by any advertising campaign.

Shopping dockets from Woolworths and Coles that print out advertisements based on our profiles can’t be far off as well. The possibilities are wide-reaching. It is therefore worthwhile contemplating how ads can be smarter, funnier, and more interesting for users to engage them and improve their buying experience.

Personalisation of the internet and how we experience advertisements will be improved through programmatic ad buying campaigns, however with all forms of advertising the content needs to be interesting and appealing with thoughts into how to best use the opportunities available, so that people have a reason not to delete their cookies and continue gaining the benefits.

How Can You Utilize Programmatic Advertising Better?

Making a plan to improve your ROI sometimes requires taking a step back and analyzing from an elementary level to see if any of the fundamental building blocks to success are letting you down.

Breaking it down, the ultimate digital marketing campaign will require two main things:

  • The right customer at the right time.
  • The right creative (and the right offer).

The right customer

inimbusProgrammatic advertising can help to put you in front of the right person at the right time, but it also requires you analyse large amounts of your own customer data to look for commonality between not only the best customers, but worst customers that you have.

In the sports betting realm for example, there are a range of possibilities for customers as punters vary – some may actually be costing money to the bookmaker. Horse racing punters tend to generate the most revenue for practically all bookmakers, followed by greyhound racing, soccer, and so on. But even within each of these interest groups, you can segment further by age, sex, location, employed/unemployed, annual salary etc. Data analysis may show that the ideal customer for a bookmaker is aged 40+, male, living in NSW, employed and earning over $100,000.

Interestingly, bookmakers may also notice trends for what they deem as unprofitable customers either due to being a professional punter or someone that bets on their behalf (a “bowler” account), or someone that simply uses the free bets and other offers to extract profits. Female punters accounts may be set up by the spouse or relative of a punter in order to bypass blocked accounts, to gain multiple accounts with a single bookmaker, or as a bowler to place additional bets or bet higher amounts.

Through a deeper understanding of your user base, you can map out a clearer picture of the type of customer you want to target with your advertising dollars.

The right creative

creativeUsing interactive creative will help to assess how many people are actually seeing your ads. Sure, when the page loads up it counts as an impression, but whether or not your potential customer actually notices your ad is an entirely different question. Making your ad stand out and get noticed is key to getting it right. This may take some trial and error, split test your ads until you’ve finely tuned it down to the best performing creative you possibly can.

Don’t forget about mobile

mobile-marketingAccording to Whistleout.com.au over 1 billion people use Android phones worldwide. That’s not to mention Apple and other smartphones. In a 2015 Nielsen study, it was shown that 76% of Australians now own a smart phone. Look around when on public transport, or pretty much anywhere really, and a large proportion of people are glued to their screens. Targeting mobile users with mobile specific creative in an intelligent way isn’t too bad an idea?

Or video…

Estimates range from 12 million to 14 million+ Australians viewing online videos each month, and much like smart phone usage this number is on the rise. When you note that practically every video is preceded by an ad, or has small ads during the video, or places a video at the end, there is a lot of potential to be placed in front of your target market, at a time when they are viewing videos related to your brand in some way. Continuing on with the sports betting theme, it would make sense to target videos that are placed around horse racing events and shown to the ideal customers for your brand.

It may require a larger budget when you factor in the cost of producing the ad, but it can be worthwhile for branding purposes as well as customer acquisition with the right offer to attract new members. Also, video advertising can overcome the drawback of some display campaigns. While internet ads can be an annoyance at times for people that just want to watch that must see video of a baby laughing, or a grown man getting kicked in the balls, they will notice it since the ad is right in their plane of site at a moment they are engaged with content, not below the fold or off on the edges somewhere they are not looking.

It is crucial to work with an experienced team that has expertise in the field of all forms of digital marketing and can help to guide you towards running successful online campaigns.