How to Use Facebook to Learn More About Your Audience

Social Media Advertising

Article | July 14, 2022

Just like adtech (advertising tech) revolutionized digital marketing, artificial intelligence (AI) is now revolutionizing ad tech. Many digital marketers believe that AI is the next big thing when it comes to digital marketing. This is easy to believe since AI has made automating tasks for proper targeting and positioning of ads, extremely easy and highly effective. AI is very effective at making ads both lucrative for advertisers and relevant to consumers. Many experts predict that AI will continue to grow significantly throughout the remainder of the decade. AI is being utilized to target ultra-specific niches in order to get the right ads in front of the largest number of highly targeted people. I has fully proven to be highly valuable in maximizing ad spend. With AI, advertisers are able to establish better quality leads than ever before. Adtech will continue evolving as AI technology continues to improve. This will create an ever-increasing number of adtech software development opportunities advertisers can take advantage of. We’ll take a deeper look at how artificial intelligence is changing adtech. 1. Consumer-focused advertising Each consumer is relatively different when it comes to their online behavior. This means that the ads for each consumer should be unique too. However, before AI, it wasn’t possible to make content that’s customer-centric for each individual consumer. AI has made it possible for advertisers to create consumer-driven content, which makes ads perform better now, more than they ever have before. There’s an increase in consumer data and that makes it easy for AI to predict the ads that will perform best with different types of consumers. 2. Advanced audience targeting Adtech has become more relevant with AI. The reason why ads are performing substantially better now than they were before, is because they’ve become more personalized. People get to see the ads that they are actually interested in. Several years ago, it was so hard to find the perfect audience to show an ad to. It was almost impossible. Now, the right audience is selected and targeted with AI-managed ad campaigns through the use of consumer data. Gigabytes of data are analyzed by artificial intelligence in a matter of seconds. It then is able to suggest an ideal audience for each ad campaign. It reduces the work that would have been done by humans in weeks. AI takes only a few minutes and the results are much better. 3. Sentiment analysis based on AI One of the most recent adaptations of AI is sentiment analysis. Through the use of different techniques, such as computational linguistics and natural language processing (NLP), artificial intelligence can now judge what emotional state a consumer is in. Being able to understand consumer sentiment, allows AI to better understand the preferences and opinions of consumers. Consumer opinions are very important sources of consumer data. As a consumer, you’ll only see ads that are relevant to you. A business experiences an increase in ad clicks, conversions, and revenue through the use of sentiment analysis.

Retargeting

Article | July 20, 2022

A KPMG study found that 86% of consumers are concerned about data privacy and 78% about the amount of personal data collected. Industry players are re-envisioning their future strategies and how they will need to adapt to the impending demise of third-party cookies. Contextual targeting has resurged to ensure campaign reach and effectiveness, Let us examine how contextual targeting can help advertisers adapt to a cookie-less future: Targeting Has Advanced AI and machine learning are trending. Theymimichuman behavior to understand the context of any given environment to serve relevant ads. This type of targeting is called semantic contextual targeting. AI advances with Natural Language Processing (NLP) enable deeper, more nuanced page analysis that can understand tone and sentiment. Advertisers can place campaigns more reliably and brand-safely without cookies or other identifiers. Recently, TikTok launched its new contextual tool, TikTok Pulse. Brands can advertise alongside top-performing content in the “For You” feed. This symbolizes a privacy-conscious future for the digital advertising industry. Contextual Targeting Can Outperform Third-Party Cookies Contextual targeting can outperform cookies in clickthrough rate (CTR), cost-per-click (CPC), and viewability. Contextual targeting does not require user information, first-party data, or consent to work. Advertisers like you can target the audience using brand-relevant content to boost brand recall and engagement, even in niche categories. You can fine-tune your inventory selection and create custom segments. This reduces the risk of the ad appearing alongside inappropriate content. Contextual targeting is also good for publishers because it lets them show ads that are accurate and relevant at the right time. CTV is a New Contextual Ads Frontier Targeting the right audience without cookies is difficult in CTV, but contextual targeting and the rise of more industry players offer scalable and customizable solutions. AI and audio recognition can target viewers based on what they're about to watch. Such individualized, non-disruptive ads ensure performance and brand safety in premium broadcast environments. Final Thoughts Changes in the advertising industry, combined with advancements in contextual targeting, make it more relevant than ever for advertisers and publishers. The industry must collaborate to create more privacy-compliant and brand-safe environments in the future.

Advertiser Campaign Management

Article | August 12, 2022

Verizon quietly introduced a new email marketing feature yesterday that it calls “View Time Optimization,” which the company says automatically times emails from companies to arrive the moment you’re looking at your email inbox, so it sits at the very top as a new message. The service is part of Verizon’s suite of email and web advertising properties, which includes AOL and Yahoo, and well-known programmer David Heinemeier Hansson (the inventor of the Ruby on Rails web application framework) called out Verizon on Twitter on Friday for what he calls an “Orwellian” ad placement tool.

Article | April 16, 2020

Geo targeting is the most under-utilised targeting element available to marketers today, giving a huge opportunity to brands that invest time and money in smarter geo targeting. Most advertising platforms now allow for detailed geo targeting – often down to a zip code/postcode or even to GPS coordinates. Yet it is amazing how few advertisers are consciously investing effort in this area. Audience targeting/ retargeting (via cookies) has dominated online display advertising and is now under threat from legislation and the end of third party cookies. Targeting in search and demographic targeting in logged in social networks attract huge spends. With the end of cookies it has been contextual targeting getting the most attention. This has relegated geo targeting down the list in terms of investment and understanding. This is a mistake as in fact it has many benefits, and to succeed advertisers need to understand how it impacts their business.