An Advertiser’s Dilemma: Is their budget going to the right place?
Marketers are always under pressure to maximise their companies’ advertising dollars. The question has always been about whether they have reached the right audiences rather than whether they have reached the most people. The call is for Quality rather than Quantity.
Standard demographic profiling has been a source of some comfort to advertisers when placing their ad dollars with publishers and platforms. However, one major concern for them has been the inability to keep pace with the changing interests of the people in their databases or in the audiences of the publishers and platforms they have chosen to allocate their marketing budgets to.
Even when buying ad spaces by Cost Per Click (CPC) instead of Cost Per Mille (CPM). Marketeers have to take the risk that the people clicking on their online ads are keen on the products listed there and not doing this out of boredom.
Today, there is a Solution which gives marketeers the chance to slash through the false veil of demographic profiles, and stated preferences which are quickly outdated, and access not only the actual behavior of online users but in realtime. Our Solution enables messages to be targeted to a person in a receptive state to absorb and make use of this information. It looks for the prospective customer and delivers information tailored to his interests when he visits our network of Publishers. We call this Behavioural Targeting.
Behavioural Targeting overcomes the inadequacies of demographic profiling, delivers messages to the right people, and responds to the growing cacophony of calls for greater protection of privacy online.
The key to this last issue is that people are happy to share information about themselves but only where this information is used to benefit them; for instance, with banks and ecommerce sites to facilitate their transactions, with social media to allow them to reach old friends and make new ones, or to receive information they feel will add value to their lives or their work.
Targeted CPM, CPC
aSpecial Media's Behavioural Targeting can boost CPM efficiency. By matching advertisements to the Interest Profiles of online users, we enable marketers to get more out of CPM ad expenditures since they are paying for reach but are also having their ads delivered to selected, appropriate segments of visitors rather than all and sundry.
At the same time, advertisers can use aSpecial Media’s real-time 360-degree view of a site’s visitors to tailor-make ads and messages which match various Interest Profiles. Additionally, aSpecial Media can enhance your Cost Per Click (CPC) campaigns by allowing your ads to reach your prospective clients more quickly while also reducing the likelihood that those who click on them are doing so for the wrong reasons.
aSpecial Media’s core intellectual property (IP) lies in our proprietary behavioral database and algorithmic engine combined with our campaign performance optimisation engine, as well as an eCommerce daily deals engine.
Campaign Performance Optimisation Engine
aSpecial Media, with its proprietary algorithmic behavioral targeting and campaign optimisation engine, offers Advertisers and Media agencies an opportunity to increase customer engagement and acquisition through behavioral targeting and re-targeting. We also do this more cost-efficiently by buying ad inventory from Publishers, who are either partners in our Premium Asian Network or participants in ad exchanges. And we add to this menu a last-mile marketing component option, which completes transactions via coupons.
Think Outside the Box
aSpecial Media's Solution Stack enables Advertisers to tailor their campaigns according to:
- Behavioral attributes
- Demographic data
- Contextual analysis of pages visited
- Location of the users
- Search patterns
- Recency of visits
- Frequency of visits
What does this mean for Media agencies and Advertisers?
Effectively, aSpecial Media combines multiple statistical techniques to build an accurate and holistic view of the interests of online users and segmenting these into Interest Profiles. These profiles are updated in realtime and present a rich pool of information to Advertisers and Marketers looking for the right audience to target, as well as the most effective tools to engage them.