I talk with clients a lot about all the data that is available to target digital advertising– Facebook ads, display ads, pre-roll videos, etc. I am still amazed when I review the list of all the targeting options available from the basics like location and sex to other third-party data like credit score or homeowner and then to interest and intent to purchase information. While at first it can be spooky how a user can be targeted eventually most clients realize how useful it can be to their organization to target the specific user who can use their services with the ad. It is also extremely useful and convenient to the audience, the end user, to have advertising precisely targeting them presented to them on whatever news story they are reading or video they are watching.
For example let’s say I’m shopping for a new car and I’ve made several searches for full-size truck. All of data partners will pick-up on that and put in their list to be in-market for a full-size track. Now, all the ads that I see will adjust to show me ads for full-size truck from the manufacturers and local cal dealerships. The ads on the site (which I am consuming for free– a topic for another blog post) are actually benefiting me.
Finally let’s flashback to my grandmother who I observed reading her local newspaper, the Evening Times in West Memphis, numerous times. As she aged she used a huge lit magnifying glass to read the newspaper everyday making it easy to see what she was reading. On every page she turned to she first looked at the ads on the page– what was on her sale at local grocery star, Big Star; the special at her dress shop, Colony Shop. The ads in the newspaper were useful to her as a reader, a subscriber. This is the goal for online display ads– the ads should be useful part of the experience to the reader, the end user.
Two down, 363 left to go.