A few weeks ago, I was on stage at Madfest presenting on how ID-free contextual targeting can positively influence attention.
If you were there and saw me, thanks for coming along. If you couldn’t make it, here’s a quick summary of the session, plus a link to the Madfest video if you’d like to watch me live on stage…
CUSTOMERS IN CONTEXT
Brands are constantly searching for customers.
But as we move towards a privacy-first and – despite Google’s delays – an impending cookie-less world, customers are becoming increasingly difficult to target.
And even with ID dependent data-sets, how much can you really know about an individual in a given moment in time?
Capturing personal data is useful (I’m Hailey, live in east London, bought trainers 2 years ago), but offers little in the way of usable, real-time insight.
Because if advertisers want to target effectively, they need to fully understand the nature of the media environment they’re advertising in and marry this with real time live data. Going beyond keywords and data sets (that may now be expired or no longer accurate) and considering device, location, the time of day.
Allowing ads to be delivered with relevant impact and increasing brand awareness and purchase intent that all influence attention.
Additionally, according to IAS research, 72% of consumers say that users’ perception of an online ad is impacted by the surrounding content of the page.
This emphasises why layering sentiment targeting on top of bespoke live-intent audiences is starting to deliver a far more positive user engagement experience that influences attention. Plus, it can be done regardless of whether the environment depends on cookies or not – a powerful strategy in any marketer’s tool kit to facilitate the move to a more privacy friendly world.
Analysing the sentiment of the environment in which ads appear helps to differentiate between positive, negative or neutral attitudes of the analysed content, and ensures advertisers are targeting in the optimum context that is right for their brand.
TIME IN VIEW
But if that’s not enough engagement, here’s how to take things up another level.
Recent research shows users in blocked (non-cookied) environments have a much higher recall versus those targeted with the same campaign parameters in cookied environments, with increases in ad recall of up to 93%.
Making them incredibly valuable to advertisers, and showing why optimising towards metrics such as attention, and measuring the effectiveness of delivering outside of traditional cookied spaces is becoming increasingly important.
At Nano, a new metric, ‘Time In view’ has been created to help with this, which optimises towards the length of time a viewable creative is displayed. It’s been proven to have a much higher correlation to ad effectiveness and positively addresses the attention economy.
You can see the results of the positive impact of optimising to attention using ‘Time in View’ over standard CTR metrics in a recent Superbet campaign here.
ATTENTION DRIVES BRAND UPLIFTS
In summary, regardless of when the depreciation of 3rd party cookies finally happens, leveraging advanced contextual techniques such as sentiment analysis – that chimes with the mood and moment of the user journey and that optimises towards attention – ultimately makes for a far more engaging experience.
Brands can also be confident knowing no audience personal data has been compromised along the way.
It really is a win win.
WANT TO LEARN MORE?
Watch Hailey live on stage at Madfest here: