How to Use Facebook to Learn More About Your Audience

Are you despairing over the loss of data available within Facebook Audience Insights?With the privacy ballyhoo, Facebook made the decision to reduce its Audience Insights tool to only giving insights about people who have liked your Page.This was a tough change, as many of us used the tool to get insights into larger data sets like our web traffic and email lists.

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OLIVER Agency

OLIVER provides clients with dedicated agencies. We do this because we believe the traditional agency model is not fit for the speed of modern marketing. Businesses want, and rightly demand, the same quality of strategic and creative thinking the traditional agency provides, but at a speed that befits how they now work.

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Social Media Advertising

How is AI Transforming Adtech?

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.

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Retargeting

Contextual Targeting: Why is It Important?

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.

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Advertiser Campaign Management

Verizon’s new marketing tool sets emails to arrive when you look at your inbox

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.

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Marketers Need to Invest in Detailed Geo Targeting Now

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.

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Spotlight

OLIVER Agency

OLIVER provides clients with dedicated agencies. We do this because we believe the traditional agency model is not fit for the speed of modern marketing. Businesses want, and rightly demand, the same quality of strategic and creative thinking the traditional agency provides, but at a speed that befits how they now work.

Related News

Businesses get $60 million budget boost to advertise on Facebook, Instagram

The Sydney Morning Herald | March 28, 2019

Australian businesses will get a $60 million boost in Tuesday's budget to spend on Facebook, Instagram and Google and other forms of international marketing, in a bid to drive digital exports and compete with businesses in the US and UK. The advertising subsidy increase will be announced by Trade Minister Simon Birmingham on Friday, through the export market development grant program, which has been accessed by more than 3500 companies. Sydney-based clothes firm, Showpo, which will generate up to $85 million in sales over the next year, has used $223,114 in taxpayer funding from the scheme over the past four years to run ads on Google, Facebook and Instagram.

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Another Trump Facebook election

Axios | March 19, 2019

While Democrats' campaign launches have sucked up national attention, President Trump's re-election campaign has quietly spent nearly twice as much as the entire Democratic field combined on Facebook and Google ads, according to data from Facebook and Google's political ad transparency reports, aggregated by Bully Pulpit Interactive. Why it matters: Political advertising strategists say that this level of ad spend on digital platforms this early in the campaign season is unprecedented. The data (captured between December 2018 and now) provides a window into the Trump campaign's 2020 strategy, which until now has been virtually invisible aside from a few rallies.

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Facebook announces changes to political advertising to meet new federal rules

Coast Reporter | March 18, 2019

Facebook is launching a new advertisement library that will capture detailed information about political ads targeted at voters in Canada, including who pays for them and whom they target. The move is part of the social-media giant's response to changes the Trudeau government has made to Canada's election laws aimed at stopping bad actors — foreign or domestic — from interfering with Canada's upcoming federal election through advertising. Bill C-76, which received royal assent in December, bans the use of money from foreign entities to conduct partisan campaigns.It also requires online platforms, such as Facebook and Google, to create a registry of all digital advertisements placed by political parties or third parties during the pre-writ and writ periods and to ensure they remain visible to the public for two years. Google recently said the demands of the new law are too onerous for its advertising system, which auctions ad space on the fly. It's simply refusing to take political advertisements in Canada around the upcoming election.

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Businesses get $60 million budget boost to advertise on Facebook, Instagram

The Sydney Morning Herald | March 28, 2019

Australian businesses will get a $60 million boost in Tuesday's budget to spend on Facebook, Instagram and Google and other forms of international marketing, in a bid to drive digital exports and compete with businesses in the US and UK. The advertising subsidy increase will be announced by Trade Minister Simon Birmingham on Friday, through the export market development grant program, which has been accessed by more than 3500 companies. Sydney-based clothes firm, Showpo, which will generate up to $85 million in sales over the next year, has used $223,114 in taxpayer funding from the scheme over the past four years to run ads on Google, Facebook and Instagram.

Read More

Another Trump Facebook election

Axios | March 19, 2019

While Democrats' campaign launches have sucked up national attention, President Trump's re-election campaign has quietly spent nearly twice as much as the entire Democratic field combined on Facebook and Google ads, according to data from Facebook and Google's political ad transparency reports, aggregated by Bully Pulpit Interactive. Why it matters: Political advertising strategists say that this level of ad spend on digital platforms this early in the campaign season is unprecedented. The data (captured between December 2018 and now) provides a window into the Trump campaign's 2020 strategy, which until now has been virtually invisible aside from a few rallies.

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Facebook announces changes to political advertising to meet new federal rules

Coast Reporter | March 18, 2019

Facebook is launching a new advertisement library that will capture detailed information about political ads targeted at voters in Canada, including who pays for them and whom they target. The move is part of the social-media giant's response to changes the Trudeau government has made to Canada's election laws aimed at stopping bad actors — foreign or domestic — from interfering with Canada's upcoming federal election through advertising. Bill C-76, which received royal assent in December, bans the use of money from foreign entities to conduct partisan campaigns.It also requires online platforms, such as Facebook and Google, to create a registry of all digital advertisements placed by political parties or third parties during the pre-writ and writ periods and to ensure they remain visible to the public for two years. Google recently said the demands of the new law are too onerous for its advertising system, which auctions ad space on the fly. It's simply refusing to take political advertisements in Canada around the upcoming election.

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