Sparking Ideas

Peering Into The Ether-Net

Change through technological advancement is the mainstay of digital advertising; and as such, you lead the charge, adapt, or find your strategies outdated and ineffective. The technological landscape advances rapidly so digital marketers must become early-adopters to test and develop tools we can use to communicate with an increasingly interconnected audience.

In 2008, integrating social media messaging emerged. In 2010, we began to aggressively advertise to consumers and supporters online. Likewise in 2012, retargeting through Internet-cookies and the ability to leverage consumer data online became the hallmarks to advanced digital campaigns. And by 2014, better audience and content analysis tools will allow us to finely target likely consumers/supporters and deliver messaging when they are interested in buying a product or taking an action.

Location Profiling

The advertising future promised to us in futuristic sci-fi movies is drawing closer, as mobile phones allow us to target and identify audiences based on an individual’s GPS location.

Recently advertisers began using a mobile phone’s GPS to serve ads relevant to their location. For example a person could receive a text message coupon for 25% discount on coffee, as they near a local coffee shop. The counter-point to this strategy is whether the promotion is bringing in people who would have walked by the shop; or if it’s simply allowing people who would have paid full price to get a discount, therefore decreasing revenue.

This technology is developing into a more mature strategy. By developing profiles from this location information we can tell the difference between regular customers and those who would add revenue. Therefore only these people would receive a discount as they near the shop.

Another strategy that will become more common, is reaching out to regulars of competitors and serving them promotions before they’ve made their decision to grab coffee. In this case a regular customer of Shop A, could receive a promotion for Shop B an hour before they normally head off to Shop A. This allows us to reach an audience before they’ve made a purchasing decision and grow business. Furthermore, these profiles would measure duration at a location, so we could remove likely employees from any marketing audience.

A political organization might use this strategy to reach members and staffers on Capitol Hill with messaging on how to vote on upcoming legislation. A museum could develop a local audience of people who frequent other museums and send them promotional materials to become a member or attend an exhibit.

Video-Content Advancements

In addition to new audience selection tools, our ability to target content will be enhanced by 2014; and with the continuing trend of video consumption migrating from broadcast to the digital space, video advertising will become more prevalent in persuasion/branding campaigns. To target video advertising, marketers rely on producer-generated descriptions and tags. These tags allow marketers to tailor video ads to content relevant to our goals; but what if the producer doesn’t accurately tag their content, to increase their ad revenue?

New content-verification technology allows ad networks and demand-side platforms (DSPs) to scan video content on the Internet to develop transcripts of the video’s audio. From these transcripts, advertising platforms will be able to accurately identify and target relevant content to marketers using video advertising.

Today’s emerging technology may become tomorrow’s standards. Our goal must be to ascertain which new prospects make the most sense, so we can test and adopt them early on, to continue pioneering digital marketing.

Expect to see these emerging technologies used to drive audience analysis and refinement in the next stage of digital advertising. Allowing us to shrink the digital space into highly targeted audiences using well-informed data and profiling technologies, to maximize campaign ROI.

Kristopher Morris is a Digital Account Manager at The Lukens Company, a direct-response marketing Agency in Arlington, VA, specializing in integrated multi-channel digital and direct mail campaigns for political and non-profit clients. He specializes in digital advertising and audience analysis to bolster community development, fundraising, and election efforts; with a focus on performance-based ROI. A veteran political strategist, Kristopher has a background in Congressional, state, and national operations. Contact Kristopher at 703.845.8484 or kmorris@thelukenscompany.com.




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