Facebook is making it easier for brands and developers to find the right audience for their apps by adding targeting options based on users’ past actions. With a new ad product named App Event Optimization, app advertisers can now target users based on the actions they have taken, such as adding an item to a shopping cart, making a purchase, viewing content, or unlocking an in-game achievement. This ad product is available across Facebook, Instagram, and on sites using the Facebook Audience Network.
What Brands Need To Do
This kind of behavioral targeting tool gives app advertisers a good way to hone in on their desired audience whose previous actions indicate their interests and preferences. While app install ads have traditionally been served to a broad audience with the goal of getting as many people to download as possible, this new option gives brands a chance to focus their campaign on certain consumer segments, such as mobile shoppers or mobile game enthusiasts, and spend their ad budgets more effectively on users that they are more likely to retain.
Adobe promises to help retailers eliminate ads for products that the targeted consumer has already bought. It is making its Marketing Cloud ad platform “history-aware” by incorporating past behavioral data including purchase histories into retargeting, the company announced at the National Retail Federation’s annual retail conference earlier this week. Moreover, Adobe is also tapping into contextual data to help retailers send more relevant triggered messaging to prospective customers via email, texts, or push notifications.
What Retailers Need To Do
Adobe’s new addition to its ad platform helps eliminate one particularly annoying part of digital advertising – being retargeted by ads that are no longer relevant. It also highlights the value of integrating customer data into their digital efforts, something that retailers should work with their ad tech vendors to implement, which will make for more effective retargeting and ultimately drive better sales.
Today, Flipboard launched a new ad product that allows advertisers to target based on topics using its Interest Graph, which maps the intricate connections between people, content, and interests on Flipboard. For example: an advertiser that chooses to target with coffee-related topics may also have their ads shown with craft beer topics, because Flipboard’s data shows that many of its users who read stories about coffee also care about stories on craft beer.
What Brands Need To Do
With this new ad product, Flipboard, which boasts 80 million monthly active users, is now opening up its user behavioral data to advertisers and brands to help them expand the reach of their messages beyond their initially intended demo. This represents one of the newest examples in the on-going shift from the traditional age-and-gender-based demographic targeting towards a more data-driven, interest-based post-demographic targeting. It is a trend that brands of all verticals can tap into for a more personalized and effective targeting. We detailed this shift and some ensuing tactics that brands can use in our recent POV on Tribal Marketing, which you can read here.
Women’s clothing retailer Rebecca Minkoff opened its first “connected store” in SoHo, NYC last November, integrated with in-store tracking technology powered by eBay. The platform identifies how customers are interacting with products, such as which items are taken into the fitting room, and what’s being purchased or left behind. The brand has also made changes to its collections based on the insights gained from the tracking data. Almost a year later, the brand has seen some great success, reportedly selling three times more than anticipated.
What Brands Should Do
Traditionally, retail brands tend to focus on analyzing purchase data to determine inventory and corresponding promotional strategies. Rebecca Minkoff’s successful experiment with comprehensive in-store tracking shows that retail brands need to pay attention to other behavioral data that indicates purchase intent, even on a granular item-by-item base, so as to better understand their customers.
Click here to download our survey report.
Live sports broadcasting is arguably the last bastion for live TV viewing. and NFL Football accounts for 1/3 of sports viewing. IPG Media Lab and DIRECTV partnered on an annual “Survey of the American Football Consumer,” which is designed to measure the following:
- The NFL Viewing Experience
- NFL Fans’ Passion for the Game
- Consumption Habits of NFL Fans
- Brand Relevance to NFL Audiences
To learn more on how to fully connect with American football fans, download and read our survey report here, or read the slides below.
Earlier this week, Twitter unveiled event targeting, a new ad tool that aims to help brands and marketers reach users tweeting about major live events like the Super Bowl, Grammys, or the FIFA World Cup in real time. Previously, brands interested in targeting those audiences would have to manually set up the targeting metrics with specific hashtags, keywords and accounts that vary from event to event, a tedious process that this new tool promises to simplify and automate.
What Brands Should Do
Twitter has long dominated the social chatter on live events, and this new tool just made it a lot easier for brands to capitalize on the intense buzz around major events to reach the most engaged audience. Different events also reflect various user interests in sports and entertainment, which brands can also leverage into their targeting efforts.
Source: Marketing Land