With third-party cookies going away, brands must rely on other data sources to connect with customers. Celtic has already begun to employ alternative targeting that ensures specific audience segments are engaged with relevant messaging to ensure campaign results are achieved.
Here are a few strategy tips:
Commit to building first-party data and segmentation.
Invest in and utilize first-party publisher databases
Place advertising next to relevant content
Reach users based on geography or within close proximity to key locations
Netflix beat Disney to the punch by announcing their “Basic with Ads” subscription. This cheaper plan will introduce adverts for the first time since it launched as a streaming service in 2007.
Connected TV ads will allow brands to reach a highly defined online target audience. Unlike mainstream broadcasters, the user is profiled in detail. The expansion will provide increased ad inventory and spending from brands with defined audiences who want to target their media spend.
AN EYE ON METRICS
Celtic creates customized digital dashboards to provide a concise resource for comparing analytics and results. They provide a one-stop place to view cross-channel marketing performance including digital and even traditional measurement.
Viewability is just one of the metrics used for brands to gauge awareness and efficiency. By quantifying an audience's exposure to messaging, we can determine which placements provide the best opportunity to impact awareness and then optimize for greater performance.
See a sample of our digital dashboard below.
Everyone is curious to find out the ending of a good story. In essence, sequential advertising uses messaging that builds upon each touchpoint to keep audiences intrigued and engaged. The first message offers a teaser to the second and so on. As the story builds, so does the connection to the brand.
Common uses for sequential advertising:
Exposure to a family of products.
Education on the multiple benefits of a product or service.
Nurturing a target toward the action we want them to take.
The concept can be used to move the user along the purchase funnel with a goal of education, engagement, or purchase. Although a wonderful opportunity for consumer products, lead generation is also perfect for B2B products. Here's more information on how to create a sequential campaign.