Introduction
In today’s fast-paced digital landscape, Interest Targeting has been pioneered by Ads & Data. This involves leveraging behavioural and contextual data to serve the most relevant ads. This business case looks at how Ads & Data use this to advertise thereby enhancing campaign performance on their display and shortform platform. With the prospect of developing this into BVOD and Video by the end of the year.
What is Interest Targeting?
Unlike traditional methods that rely solely on search history and click behaviour, interest targeting also considers the context of the content being viewed. This dual approach ensures that ads align more closely with users’ interests and needs, leading to better engagement. It uses AI and machine learning to understand the sentiment and context of the content, and goes beyond key words but take into account additional criteria such as tone of voice and feelings of the content.
Why is Interest Targeting Important?
Interest targeting is a new approach to adapt to the digital market space. With increasing privacy regulations such as the phasing out of third-party cookies by major browsers, advertisers face new challenges. Interest targeting provides a future-proof solution by leveraging contextual and behavioural data without only relying on cookies. Therefore, interest targeting enables personalised advertising without breaching user privacy regulations. Users retain control over their data, and even those who opt out of data sharing can still receive relevant ads based on the context of their content consumption.
By targeting both consenting and non-consenting users, advertisers can reach a broader audience. This scalability allows for more extensive campaigns and the ability to engage niche segments effectively. Aligning with user interests means heightened relevance, this increases the effectiveness of marketing efforts. Ads tailored to user needs and interests generate more engagement, leading to improved campaign performance and a higher return on investment (ROI). For example, during the Brussels Motor Show in january they saw a 50% better CTR in campaigns using interest targeting vs campaigns using other targeting options.
Interest targeting allows us to target digital audiences (behavioural & contextual) and linear audiences (contextual). This is something that’s already been put in practice with our Total display product (Print + Digital display advertising)
Key Takeaway
Interest targeting is a tool for advertisers looking to enhance their digital campaigns. By leveraging behavioural and contextual data, brands can reach their audience more effectively while preparing for a cookieless future. The result is increased user engagement, greater campaign success, and a stronger overall marketing strategy.
Sources: https://www.adsanddata.be/nieuws/interest-targeting-de-toekomst-van-gerichte-advertenties/