Today's technology allows for a greater analysis of the constituency of any given business, including on the local level. Never before has localized audience profiling become so simple, and as a result, advertising has made a dramatic turn for the individual. Below is a list of various targeting strategies.
Continuing the conversation around optimization and the need for combining both art and science, today’s blog focuses on the effects of content (environment) on your campaign’s results.
Instead of discussing well-worn topics, such as the value of contextual placements and contextual targeting, I’d like to touch briefly on another effect of content dynamics. You see, the content of a website changes. It changes all the time.
Dynamic content implies that the environment in which your ad displays is constantly shifting. In turn, that means that the level of distraction around your ad is constantly in flux. Does this detract from the delivery of your message? What about a poorly written article? What is the affect on your advertising of a highly engaging writer? Does this lead the consumer to be more likely wooed by your message?
I am not touting the presence of unique technology to solve for this problem. I am speaking to the fact that algorithmic optimization, “silicon”-based optimization, so to speak, is a far-off notion. There are just too many variables. Once you think you have the answer, something in the environment changes, and all your calculations for content go awry.
Making a display campaign work in today’s environment is still... Read more
Tags: advertising, campaigns, content, content marketing, content strategy, contextual targeting, online advertising, Optimization, technology
Posted in Ad Serving, Creative Best Practices, Targeting | 1 Comment »