Advertisers are facing big challenges in today’s digital landscape.
Even people who didn’t grow up with a computer are savvier about advertising. They can spot an ad long before they ever see the “act now” tag or the price. They know a fake review from a real one, and they are even getting better about spotting fake news.
Others are going out of their way to block ads from ever appearing on their computers or mobile devices. They are using ad blockers that keep out the majority of ads, ensuring that they are not bothered by these unrelated and irritating pitches while they are surfing the web.
Brands have to get just as smart about how to reach consumers if they want to continue to reach their goals.
Native advertising has emerged as an effective means of reaching audiences, and the best native ads are generated by intent-based placement programs like In-Feed from CodeFuel. In-Feed, for example, uses an advanced algorithm that looks at expansive data such as what sites users are visiting, what they are doing on those sites, the time of day, the location, the platform, the browser, and more.
The goal of intent-based platforms like In-Feed is to show users content that provides what they really want or need, based on a variety of highly relevant online signals.
To create the perfect targeted ad, many will tell you about the need for big data. This is only half of the solution, the other half is knowing what to with it.
Translating Big Data
Creating precise and targeted ads is no easy task. The technology involved has to examine a vast array of data, which is what makes it possible to determine the wants and needs of page viewers. There needs to be some kind of component in place to translate that data into demand. There is a need for advanced technology to quickly scan all data and identify patterns, eliminate duplicate information, determine irrelevant data, and make all necessary data connections. CodeFuel’s ‘Smart Demand’ , for example, translates site and user signals, along with relevant trending data to deliver ads with a deeper layer of understanding into end user behavior- this is essentially what is needed for power house ads.
Suggests Actionable Insights
Taking a closer look at CodeFuel’ Smart Demand, we can deduce that ultimately, the point of translating this data is turning it into something that advertisers can use.
Data needs to be translated into actionable insights, which can be delivered via ads to end users. CodeFuel, for example, uses technology to leverage this information so it benefits all parties. The information gathered will change the recommendation for each visitor, the time of day, the day of the week, the location, and much more.
The technology is constantly recalculating the variables to determine the best ads to show each user. The goal is to deliver the right ad so that it results in more clicks and more conversions. Advertisers can get a greater ROI and find success even when they have a lower budget. Every dollar makes an impact with this technology on your side.
One Solution for Advertisers and Publishers
Technologies like CodeFuel’s own ‘Smart Demand’ don’t quite pack a strong punch when they are sold as a seperate service. CodeFuel develops tech in house and implements it into their own solutions. This is the way forward. Delivering highly targeted native ads in one package helps to increase revenues for both advertisers and publishers.
Delivering the solution in this way also allows advertisers to get more on their ROI because they ensure that their ads are seen by the right people. They get past the ad blockers, and their ads are shown only to those who are determined to have a real interest or have a need for the product or service.
By attracting the right customers with these ads, a comprehensive platform also promotes long-term customer loyalty, which will set you up for future success without more investment.
Since the platform shows the right ads to the right visitors, click-through rates are higher, which means that publishers make more. You don’t have to do anything to determine where to place the ads or when – a comprehensive platform does all that for you.
Taking a look at CodeFuel’s In-Feed, ads are inserted into the publisher site discreetly with no need to take any steps to accommodate them after signing up and setting up the platform. The solution inserts native ads across all devices, ensuring more revenue from all users. It performs exceptionally well on mobile, an area that content publishers have found challenging to monetize for quite some time now.
A winning native ad solution will be easily customizable to achieve desired functionality. It will also include optimization tools to create new formats for the best user experience and the highest revenues. CodeFuel incorporates all these elements, and in my opinion, is way ahead of the competition.