Consumers increasingly have the tools to avoid unwanted interruptions, ad tech solutions like programmatic, dynamic creative optimization (DCO) and Creative Management Platforms (CMP) help drive relevance. Ultimately it is the content itself that will determine whether consumers are receptive.

1. The Big Consumer “Bye Bye”
To Marketers

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With the overwhelming amount of
emails and advertising (web, TV,
radio, you name it) that we’re
exposed to each and every
moment, it’s no surprise that more
people are choosing to “check out.”

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The amount of advertising messages
the typical consumer is hit with clocks
in at an average of 10,000 per day.
And that number keeps growing.

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The truth is though, we don’t
much like being interrupted.
And now, consumers have
tools to opt out from that
constant barrage.

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Want proof?

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Want proof?
94% of consumers unsubscribe from email shortly after accepting

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Want proof?
94% of consumers unsubscribe from email shortly after accepting
69% bounce from a site when served an “interruptive” ad

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Want proof?
94% of consumers unsubscribe from email shortly after accepting
69% bounce from a site when served an “interruptive” ad
94% skip television ads, most or all of the time

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Want proof?
94% of consumers unsubscribe from email shortly after accepting
69% bounce from a site when served an “interruptive” ad
94% skip television ads, most or all of the time
37% throw away direct mail before reading it

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Want proof?
94% of consumers unsubscribe from email shortly after accepting
69% bounce from a site when served an “interruptive” ad
94% skip television ads, most or all of the time
37% throw away direct mail before reading it
61% are on the national “Do Not Call” registry

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Consumers have served marketers an ultimatum:
Be relevant and provide some value — or

12. TECHNOLOGY TO THE RESCUE!

13. TECHNOLOGY TO THE RESCUE!
Well, kind of…

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To respond to this exodus, marketers have leveraged technology in the form of
programmatic and its derivatives, like:
Dynamic Content Optimization (DCO) which provides personalized ads and
content based on data about the viewer, such as their browsing history
&
Creative Management Platform (CMP) which acts as a “central control” for
producing, distributing, and measuring digital creative

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To respond to this exodus, marketers have leveraged technology in the form of
programmatic and its derivatives, like:
Dynamic Content Optimization (DCO) which provides personalized ads and
content based on data about the viewer, such as their browsing history
&
Creative Management Platform (CMP) which acts as a “central control” for
producing, distributing, and measuring digital creative
Basically, these two technologies can increase the probability of actually
capturing someone’s attention, thereby increasing campaign results.

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For instance, a holiday ad depicting
snowfall might work perfectly well in
the Northeast, but would be
ridiculous to an LA audience.

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For instance, a holiday ad depicting
snowfall might work perfectly well in
the Northeast, but would be
ridiculous to an LA audience.
Technology can allow that LA person
to see a geographically appropriate
version of the same holiday ad which
obviously has a big impact on how
the message is received.

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Yes, technological developments like DCO and CMP represent a dramatic
change from recent years.

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Yes, technological developments like DCO and CMP represent a dramatic
change from recent years.
And while they certainly increase the likelihood of serving the right person
a more relevant message, they don't necessarily solve the “interruption”
issue.
There are limits to CMP/DCO platforms.

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Consider, for example, that DCO
is frequently used for retargeting.
Let’s say you just purchased a
ceiling fan. You researched, found
the right model that matched
your style, and then bought it.

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With DCO, you’re going to be
served more ads for ceiling fans.
From a consumer standpoint
that’s more than a little ridiculous.

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Because do people really buy a
whole “collection” of ceiling
fans? Of course not. Once they
buy one, they’re done — so the
value of ads served after an
initial purchase can be very low.

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So despite the advances,
there’s room for improvement.
Yet, it's “evolution” we need in
this space, not “revolution.”

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This is where “LCO” (Local Content Optimization) enters the picture.
In upcoming posts, we’ll drill down into what that is and how it can
benefit your brand but for now, remember:
Content Is (and Will Always Be) King

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While people will never enjoy being interrupted, we can partially
overcome the stigma by adding some serious value for the audience.
That applies to both our “outbound” messaging and what’s delivered
when they arrive at our site or social pages.

26. Here’s five tips to make your content
especially valuable and increase the odds
that someone will engage with your brand

27. Be RELEVANT
#1

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You’ve spent good money to figure out your audience and
understand what they care about.
Truly relevant ads based on those findings will always be better
received than ads that are just generic.

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There are ways to add personalization or “geo-relevance” (like our
East Coast vs. West Coast holiday ad example) to create a more
pertinent, positive result.
You can drill even further down, to a “hyperlocal” level, to show a
deep empathy and connection to your audience.

30. Be HELPFUL
#2

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Is your product or service solving a problem?
Let your audience know that you have a solution to something on their
mind — and then deliver it, whether they buy or not.
Helpful content is a great way to sidestep the stigma of “intrusive” ads.
Plus, it offers a powerful incentive for “sharing.”

32. Be TRUSTWORTHY
#3

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These days (especially), the issue of who to trust online is huge.
When your audience knows that your ads and content are reputable,
they’ll “like” it – and by extension, your brand.

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Online, audience trust is absolutely your biggest asset – and the loss of it
can create a massive hit to your brand. In this day and age, it only takes
one instance to “crash.”
And it can be nearly impossible to regain it. Always do the right thing by
your audience!

35. Be GOOD
#4

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It’s always better to create fewer pieces of content that are of higher
quality than to create a lot of low-quality pieces.
The quality of your content is a reflection of your brand.
So keep the bar “high” across your channels, and – referencing the above
points – always strive to make it “shareable.”

37. Be ENTERTAINING
#5

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Is your content entertaining? Does it make people smile, laugh or
“stop short”?
The only thing better than someone “clicking through” is someone
clicking through to your site–then SHARING what they find there.

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And remember that their “post-click” experience should also
deliver on the promise of being entertaining in some fashion.
Otherwise, it’s like being told the beginning of a joke that never
delivers a punch line.

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So yes, the advertising industry is under tremendous pressure to add value
to their messaging or risk being further shunned by consumers.
It’s a challenging position to be in, but fortunately, the same technology
that allows them to “opt-out” affords us an opportunity to connect with
them on their terms and create a more vibrant relationship.

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Thank You!