4 The future of pro­gram­matic tar­get­ing will bal­ance brand and be­hav­iour to iden­tify the most re­cep­tive

ArabAd - - TRENDS -

The future of pro­gram­matic tar­get­ing: blend­ing brand affin­ity with be­hav­iour

Pro­gram­matic tar­get­ing, done well, em­pow­ers ad­ver­tis­ers to serve their me­dia to au­di­ences who will be most in­flu­enced – at­ti­tu­di­nally and be­hav­iorally. Done poorly, this tar­get­ing can be in­tru­sive, creepy, off-point and in­ef­fec­tive.

In 2017, mar­keters will fo­cus on find­ing the right bal­ance be­tween pre­ci­sion and in­tru­sion. Ad­ver­tis­ers and their agen­cies will align on the com­po­nents of ef­fec­tive tar­get­ing based on brand affin­ity, in­ter­ests and the ap­pro­pri­ate de­mo­graph­ics. We will see a shift away from sim­plis­tic bluntin­stru­ment tar­get­ing based on a sin­gle in­put – be it be­hav­iour (web­sites vis­ited, items in a shop­ping cart), de­mo­graph­ics, or stand-alone brand affin­ity.

Most mar­keters now un­der­stand that post-pur­chase tar­get­ing misses the op­por­tu­nity to in­flu­ence the con­sumer be­fore they have de­cided on a brand. Ef­fec­tive tar­get­ing will suc­cess­fully har­mo­nize mid-cy­cle path to pur­chase vari­ables with the req­ui­site in­ter­est­based and de­mo­graphic vari­ables, and em­power ad­ver­tis­ers to iden­tify the most ad­dress­able au­di­ences for me­dia ac­ti­va­tion. This shift in ap­proach will help mar­keters and their agen­cies fo­cus on brand ef­fec­tive­ness from the mo­ment the me­dia be­gins.

Today’s com­plex on­line me­dia ecosys­tem will force ad­ver­tis­ers and their me­dia agen­cies to adopt more so­phis­ti­cated, blended tar­get­ing ap­proaches in 2017. The fo­cus will be on driv­ing brand ef­fec­tive­ness with crit­i­cal be­hav­ioral and de­mo­graphic com­po­nents.

Mar­keters who do this suc­cess­fully will am­plify the power of their dig­i­tal cre­ative and in­flu­ence the most ap­pro­pri­ate and re­cep­tive au­di­ence for their brand.

Today’s com­plex on­line me­dia ecosys­tem will force ad­ver­tis­ers and their me­dia agen­cies to adopt more so­phis­ti­cated, blended tar­get­ing ap­proaches in 2017. The fo­cus will be on driv­ing brand ef­fec­tive­ness with crit­i­cal be­hav­ioral and de­mo­graphic com­po­nents.

Andy Gal­lagher, Vice Pres­i­dent, Tar­get­ing & Me­dia at Kan­tar Mill­ward Brown works with lead­ing global ad­ver­tis­ing agen­cies, me­dia com­pa­nies, and adtech firms to h

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