6 Tips for Handling Viewability, Fraud and Ad Blockers
5. Leverage Data to Target the Right Audience With Relevant Content
Most banner ad statistics are based on impressions. Impressions are an old-school metric, when what really matters today is engagement. Targeting is a marketer’s friend, particularly when creating engageable content; it helps you place ads in front of people who are the desired audience of your campaign. When determining who to target, also consider the question “who is worth more to you?” Would you rather have someone passively viewing a banner ad they might not actually “see” or have any interest in; or would you prefer someone who was targeted by interest and behavior, and who can comment on and talk about, like and share your ad? The latter is more likely to drive engagement and revenue.
6. Understand the Audience Who Engages With Lookalike and Retargeting Groups
Once you have identified your desired audience through targeting, pull together a group of consumers who clicked through your advertisement to the content. What you can now do with that group is create “lookalike audiences,” or people who “look like” the audience who clicked your ad, but a social network hasn’t quite identified in the general targeting. That audience then becomes proprietary — no one else can get that same audience.
Ad blocking technologies will only become more advanced and more heavily adopted, viewability rates will only continue to decrease and fraud will only continue to rise unless marketers get smarter about the channels they use and the content they serve to consumers. Marketers and media companies are creatures of habit. They continue to invest in these traditional mediums despite the declining numbers, waste and all of the concerns listed above. What matters most is providing meaningful content on the channels your targeted audience use daily. If marketers can master that balance, they can find success even while the industry is in flux.
As SVP of marketing and content, Holly Pavlika oversees marketing, public relations and social strategy at Collective Bias, a shopper-focused influencer marketing company. Also a blogger, she founded MOMentumNation while serving as the Executive Creative Director and Managing Director at Big Fuel, a pure play social media agency. Holly is an award-winning creative marketing industry veteran who was recognized in 2012 by Klout as the “most influential agency person” and uses her voice for social good with 10X10 Educate Girls, Every Mother Counts, Global Poverty Project and the UN Foundation Shot@Life.