Tag: ad targeting

Google Offers Better Targeting Options With “Customer Match”

Posted on by Lab Team

What Happened
Announced during this week’s Ad Week event, Google now lets advertisers upload email lists to target customers and similar audiences with ads on Google search, Gmail, and YouTube. Dubbed Customer Match, this new program allows brands to match gmail addresses – be it from a newsletter subscription, membership sign-ups, or other means of email acquisition  – against Google’s own database of signed-in users and create a new audience list from the matches to target their ads with across Google’s services that support AdWords.

What Brands Need To Do
Customer Match marks the first time Google has allowed advertisers to target ads against customer-owned data in Adwords, which most advertisers and brands should take advantage of for more granular, accurate ad targeting. Facebook has offered similar features since 2012. If you’ve had good experiences on Facebook, you can now target those customers in more ways. With the increasing popularity of ad-blockers, which not only block out display ads but also tracking codes, cookies are no longer a reliable way to target. Email addresses and user sign-ins, on the other hand, are more stable across devices, and leveraging the customer emails that most brands are already collecting to utilize Customer Match would be a smart thing for brands to do.

 

Source: Re/code

 

Weinstein Targets Frequent Movie-Goers With Purchase Data

Posted on by Lab Team

The Weinstein Company is leveraging big data to target movie-goers who go to theaters at least once a month. Working with data platform Cardlytics, the company is tapping into more than $1.5 trillion of debit and credit-card transactions from over 500 banks to pinpoint the consumers who frequently buy tickets at movie theaters. The studio’s media agency, Palisades MediaGroup then uses the anonymized data to serve up video and mobile ads of an upcoming Weinstein movie to the selected movie-goers.

While a great use of behavioral data for ad targeting, this campaign verges on the murky territory of consumer privacy violation. While the company claims that the banks only use data from customers who have opted in to a rewards program in order to comply with privacy standards, it remains unknown if those who were targeted gave their consent to have their purchases data to be resold to a third-party company for targeting purposes. We laid out some crucial points in using behavior data for ad targeting in our recent POV, and you can click here to read for additional insights on the topic.

 

Source: Marketing Land

IPG Lab + Yahoo: Giving Consumers The Personalization They Want

Posted on by Lab Team

New research study details consumer expectations of and reactions to personalized ad experiences.

Consumers are immersed in digital content and ads across a range of devices on a daily basis, creating a challenging and cluttered environment within which brands must try to stand out. Increasingly, personalization is emerging as the tool to help advertisers break through the noise and forge consumer connections.  To help advertisers more effectively leverage personalization, we teamed with IPG Media Lab, the creative technology arm of IPG Mediabrands, to create “Going Deeper: What Consumers Really Want from Personalized Ads,” a study of how individuals react to and feel about ad experiences that are tailored to them.

For marketers looking to strike the right balances when serving consumers personalized ads, we identified four key areas of focus:

  1. Do mobile better – Consumers expectations for personalization are highest on mobile devices, particularly when it comes to delivering information quickly and geo-located.
  2. Understand consumer preferences – Consumers respond best to ads that are tailored to where they are and what they do online.
  3. Understand the dimensions that impact personalization – The younger the consumer, the stronger the desire for personalization, especially for big ticket purchases.
  4. Put personalization to work against KPIs – Advertisers that utilized personalization saw increases in overall favorability and purchase intent.

Interested in learning more? Be sure to read the full study. And if you’re ready to put personalization to work for your brand, contact your Yahoo Account Manager.

Download the Going Deeper Presentation Deck Here