I was recently asked by Luxury Daily to provide commentary about advancements and challenges tied to mobile targeting.
(Luxury Daily) To what extent is more specific targeting/buying of audiences growing? If it is growing, why is this happening now?
(Tom Edwards) With the proliferation of device types of all makes and models combined with a non-linear path to purchase, the industry has shifted towards models and solutions that can create relevant and authentic connections with consumers through enhanced media targeting.
There has been a shift towards personalized creative that appeals to specific segments. This means that data that allows for a higher probability of impacting intent is needed.
Example of the EA Madden Giferator aligned with a real-time campaign from EA.
This extends well beyond traditional digital. Mobile is key to delivering contextual messaging be it tied to location or sensors. Aligning location, transaction, online behavior and aggregating through an identity management platform that is tied to cross screen networks, all while mapping attribution is the ideal.
(Luxury Daily) What are some specific examples of how brands are tapping new tools and services to reach specific groups of individuals/audiences?
(Tom Edwards) A number of our clients are testing various tools. Everything from custom audience segments, leveraging identity management and media execution platforms and a heavy focus on optimization through data analytics.
We are also exploring programmatic creative where we create assets per audience segment and dynamically generate personalized native advertisement to in-store partnerships with providers like EyeQ, who provide facial recognition technology that can serve personalized content.
Other examples are similar to EA’s Madden 15 campaign. They partnered closely with Facebook and created 32 separate instances of creative based on NFL fan affinity and delivered personalized creative to further connect with fans.
(Luxury Daily) What are the challenges for brands in doing this on mobile? What things should brands keep in mind in pursuing hyper-targeting of individuals?
(Tom Edwards) There are many challenges as ad providers align their offerings to create the most value for agencies and brands. Identity management, mapping transaction and behaviors, incorporating location all while trying to deliver the most relevant creative is a challenge.
The other point to consider is how real 1:1 at scale is. The key is to identify and segment the target audience, create viable look-a-like clusters and test, test, test to see what truly resonates and continually optimize.
It is also important to understand the distribution channels. There is a difference between highly targeted platforms such as Facebook and opt-in platforms such as Buzzfeed and SnapChat and how you structure your programs.
It is also important to know which media channels can drive results for the business as each can play a different role across awareness, intent and conversion. Understanding the channel mapped to the goal in addition to aligning behaviors and creative that is relevant and contextual is key.
Follow Tom Edwards @BlackFin360