If there’s one thing we can guarantee in today’s dynamic online advertising ecosystem is that it will continue to change. During the past few years, new technologies and digital ad serving, analytics and media buying and selling tools have emerged and have fundamentally changed the industry.
Inherent within all this change lies real opportunity for advertisers and publishers looking to deliver more effective, efficient campaigns. Yet, outside of these rapid advancements the overall focus for advertisers and publishers is based on the same fundamental question: “How can I get the right message to the right consumer at the right time and in the right place in order to achieve the objectives of my campaign, whether it’s improving the perception of my brand or getting them to take an immediate action?”
Of course reaching the right audience is paramount for campaign success and finding and reaching those consumers willing to pay attention and convert is the ultimate goal for any campaign.
The core of any successful online advertising campaign is based on the need to connect with those consumers who will be most interested and receptive to the advertiser’s message. While traditionally advertisers and publishers have employed practices focused around broad targeting techniques or have been using modeling to pre-define audience segments to accomplish this task, the reality is that ‘one size fits all’ marketing doesn’t work well in this context. Because the consumers who see these ads represent a very diverse range of needs and desires, to be successful, advertisers and publishers need to have access to an ongoing understanding of who their best customers are, what they want and need, and what they will respond to.
The audience targeting path to the future requires a data-led way of thinking about the needs of advertisers and subsequently their customers. It’s no longer about going after the ‘low hanging fruit’ or broad mass markets. It’s now based on sophisticated learning to create meaningful audience segments that allow advertisers and publishers to advance their relationships with consumers in a more personal, relevant and timely manner.
This report will explore the emergence of data-driven audience targeting and will reveal some of the ways that publishers are embracing newer ‘actual data’ tools to create dynamic audience segments that are more flexible and truly able to meet the needs of advertisers.