We contrasted the differences between data rich User Profiles for ad targeting and the shallower profiles used by search engines and social networks in our recent post “Getting personal” .
For targeted campaign success, data rich User Profiles can win out in a big way.
Here’s a real-world example where the same advertiser tried both – a Google-based strategy by a search engine agency and a User Profile strategy that we provided.
By every measure, the MarketServ™ strategy out-performed the Google strategy.
|Google Campaign by Others
|MarketServ™ Campaign by Iris
The reasons shed light on the rapid growth of Programmatic Advertising, which applies data analytics and information technology to advertising tactics and operations.
Programmatic Advertising has arrived in full force because it works. Computers replace guesswork in ad spending to deliver higher ROI.
Big sets of data and machine-driven analytics develop User Profiles for better targeting precision from campaign planning through execution. And information technology similar to the stock market optimizes the “next ad served” at the most efficient price throughout the campaign rather than human guesswork to make “wait & see” adjustments in the Google campaign.
Audience and Content Targeting:
The MarketServ™ campaign served ads to an Audience developed from proprietary User Profiles of recorded behaviors that match those of the client’s customers. Detailed online histories identified their lifestyles, shopping habits, browsing and search habits, and the web sites they visited regularly and on what type of device.
Google served ads to those who searched and discovered the client’s site regardless of any match to characteristics of its customers or objectives of the campaign.
Because the MarketServ™ audience was so highly qualified in the first place, retargeting to its audience resulted in a very high click through rate and correspondingly low Cost Per Click compared to Google.
Information Technology and Management:
The software that managed the MarketServ™ campaign is used by the biggest brands for their campaigns. Its algorithms continuously optimized the campaign to serve the next ad based on predictive analytics of preceding responses in the campaign.
Experienced ad traffic managers directly at the data management platform interpret statistical results and manage adjustments.
Google campaigns require intensive management time by the advertiser (or at least a surrogate). Its software does not have optimization capabilities. The human interface has to “best guesstimate” everything from keyword refinements to what bid price will win to expose the ad.
Will every advertiser get the same results? Of course not.
But rather than replace the human element, Programmatic Advertising helps advertisers make educated decisions to best achieve marketing and campaign objectives to drive traffic to your web site whatever your goals – such as generate leads for your funnel, build sales, or create awareness to support other advertising channels.
To maintain competitive edge, businesses need to get on board to the transformational opportunities of Programmatic Advertising.