This short and simple post exemplifies three of the more important ways Data should be used to deliver advertising campaign nirvana. There is a common theme behind all successful display Campaigns. Truly great media/advertising happens when smart data strategies are applied across three different ideals: Finding the right customer, show them the right ad, measure and optimize in real time.
Find the right customer. Reaching the right audience is the most important part of any successful campaign. Marketers are saying the single biggest driver of increased display budgets today is the availability of better targeting technologies. This year, nearly all (97%) display advertisers will use audience targeting, according to DIGIDAY. From re-marketing strategies, to interest categories that show interested users your message, to social targeting strategies have all shown demonstrated positive results for marketers. Data is the single biggest contributor to finding the right people to show an advertising campaign.
Show the customers the right ad. Finding the right audience is the first step, but showing the customers the right creative is equally important? With display, marketers have the ability to connect with consumers to drive the results they care about. And an effective ad can come in any format. In fact, many brands today used Standard IAB display ad units but with compelling and attractive creative that are relevant with the people that see the advertisement. Effective uses of data helps marketers create the best advertisement, choose the right advertisement to put in front of the right person, or even deliver creative that are customized to the user.
Measure and optimize in real time. Advertisers have always benefited from transparency into exactly where ads run, their costs, and the right metrics to measure campaign performance, providing actionable insights to optimize their campaigns. By using data marketers can see a complete picture of the chain of impressions and clicks that drives campaign performance.
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