Ad Targeting – The Marketing Tool of 2012
There are still a few days in 2012. It isn’t dead quite yet, but it is safe to say that a number of exciting and innovative things have occurred in the digital age over the past 52 weeks. Each of these incidences are going to have a direct effect on how advertising is performed in 2013. Of all of these occurrences, online marketing has irrefutably been impacted by ad targeting. There is an overabundance of data to back this claim up.
Let’s take a brief look of some instances that have led to the rise of ad targeting:
Facebook’s Public IPO Offering
In May of this year, Facebook went public with an IPO offering. The goal of going public was to garner additional revenue and expand the website’s overall reach to consumers. Think about it for a minute. What is Facebook primarily comprised of? It’s primarily data and inventory, right? These are two of the commodities that have become the focus of ad targeting in 2012.
With the introduction of Facebook Ad Exchange to the stock market, advertisers have been handed the unparalleled opportunity to apply their audience data to a unique inventory that was not available to them before. Display advertising is comprised of equal parts of content, social, and ecommerce when it comes to time spent on different sites. In being able to bid on Facebook inventory, a marketer will be able to use their data more effectively to bid on available impressions.
During the 2012 year, marketers were lavishing special attention to the ads that consumers were not viewing. When ad exchanges are used by companies to make purchases, the company can never be sure of exactly where their ad is going to be placed. Essentially, this means that an ad could be placed above or below the fold, which is going to determine whether or not it is seen.
Much has been made of the fact that a new display metric may be created for viewable impressions. Such a metric would display impressions seen, rather than impressions served. Circulating reports are suggesting that the Interactive Advertising Bureau is going to use viewability to replace the current impressions served metric. This change may take place as soon as early 2013.
At Webati, we will be watching with interest to see just how publishers react to the change. In the interest of best business practices, the digital industry should do everything in their power to increase consumer confidence in their brand. The ultimate goal is to ensure that their ad is being seen by the targeted demographic and that it is being served on a safe site.
Have you ever given thought to attribution before? What is the motivating factor behind a customer’s search in the first place? The majority of potential clients are going to view an ad several times before they make the decision to buy. How do you know which ad is responsible for their decision to purchase? Equally as important is determining whether or not any other ads assisted in the conversion process.
One of the best aspects of the digital world is that each ad channel is measurable. It provides you with information about the cause of conversion. At Webati, we have seen an increasing number of our clients engaging in both site retargeting and search targeting. With the plethora of new methods for advertising now available, it is little wonder why attribution has become such a hot topic of conversation.
The Relevancy of the Presidential Election
Without a doubt, the hottest topic of conversation nationwide was this year’s presidential election. New strategies were employed across a variety of mediums to reach new voters. Ad targeting was at the forefront of these strategies. Candidates targeted new pools of voters via a wide variety of demographic factors, such as party affiliation and prior voting records.
Common consensus agrees that the Obama campaign used these new measures most effectively. They shared the right message with the right types of voters. By targeting these votes, the Romney campaign was unable to harp upon the President’s weaknesses, as has been done in the past. The success of this strategy is evident in the fact that no President in history has ever been reelected when unemployment numbers were this high.
As you begin to prepare your budget and marketing strategies for the upcoming year, remember why ad targeting was so successful this year. Ad channels have experienced an unprecedented amount of growth in the volume of quality inventory and data that is now available. Because of its success, we believe that it is safe to say that ad targeting is here to say. It will certainly be interesting to see how it continues to affect the digital world in the coming years.