The goal of advertising is always to get the right ads in front of the right people at the right time.
You need to reach someone who is primed to hear your message at just the right moment to increase the odds that the person will click on the ad, be willing to learn more about your product, and feel moved to make a purchase.
There are a lot of “ifs” in that process.
Advertisers have done everything they can to find out more about their audience so they can make their ads more effective. They have used online technology like cookies to try to predict what audience members will want, such as by looking at what other websites they have visited.
However, all of these methods have been limited. They only provide a small glimpse of what might be motivating audiences and what they might want.
Fortunately, technology advances quickly, and we now have better methods to learn what people want and need to show them better ads. Predictive technology, in particular, has been shown to be highly effective for getting better results from ads.
Here’s how this new technology will change the way we advertise:
Provides More Information
In order to understand your audience and make accurate predictions about what they want, you need to have as much information as possible.
Technology can now offer reams of information about individual users.
Facebook already can tell you thousands of things about a person based on what pages or profiles they like, what information they fill out on their profile, the reviews they leave, and much more. But Facebook only gives you these options to fill in yourself for targeting. You have to already know what your audience likes to know to target them with these factors.
Predictive programming collects a wide range of data about individual users based on their online behavior. These programs look at what websites people are visiting, what they are clicking on while they are on those sites, how much time they are spending on the sites, what their chain of navigation is, and much more. These programs then create actionable insights based on what they collect.
With the right programs, you get a much more complex cache of information about users as well as an easy way to implement action based on that information.
One of the limitations of past technology used to glean insights about audience members is that it could only provide base facts. It could not translate those facts into insights, and it could not adapt those facts to different scenarios.
For example, just because someone visits a site about guitars doesn’t mean the person wants to buy a guitar or even that the person knows how to play the guitar. You need a lot more information to understand what the person is searching for in that moment and why.
Predictive programming provides actionable insights that are also adaptive to the scenario. So it translates the data to help you decide what ads to show what users, but it also adapts its recommendations based on various factors. For example, you might get a different recommendation for the same user depending on what time of day it is or what site the user is currently on.
This kind of flexibility is fueled by the technology of artificial intelligence, and it is just like having a real person looking at all the data and making a split-second decision based on a mix of information and intuition.
The Solution You Need
Understanding what predictive programming, also known as intent-based programming, can do for you is only half the battle. Finding the right program to deliver the best results is the other half.
CodeFuel has the solution you need in our In-feed advertising platform. In-feed has an advanced user-intent-based algorithm that collects a wide range of data about individual users to then serve up relevant and targeted ads that get results.
In-feed focuses on delivering native ads, which are more likely to get past ad blockers and reach the users you want. Native ads look more like editorial content, and they don’t alienate users with aggressive sales copy.
Our program determines which ads to show users based on the device and browser they are currently using, the time of day and week, the site they are on, and much more. Dozens of factors are taken into consideration to determine the right ad, and those decisions are made in a fraction of a second.
With In-feed, you get a much higher return on your investment because your ads are shown to the people who most want to hear what you have to offer. As a publisher, In-feed also helps you generate more revenue by showing ads that are more likely to get clicks and conversions.
The future is a bright one with predictive advertising programming on your side.