How to use ad-targeting for TV and digital to boost ad sales
- by admin
Digital advertising has become a major pillar of the TV ad industry, with digital-only ad buys making up almost a quarter of all TV ad buys.
With the advent of ad-based ad delivery tools, ad tech firms have been able to make their ad-centric campaigns more efficient by offering consumers more choices in the ad content they see and interact with.
The problem, though, is that traditional ad-tracking platforms have struggled to compete with ad-driven content, making ad-only formats a better fit for ad techs.
Ad-targeted ad delivery is a solution that can help address these challenges, but not without some limitations, according to a new report from AdAge.
“It’s really hard to say exactly how well ad-tracker technologies will play in this space,” says Adam Vaziri, vice president of digital at the ad-tech company.
“The first thing to recognize is that there are many different types of ad delivery systems.
And there’s no single answer.”
Advertisers will have to decide between two different models for TV ads: ad-enabled content and ad-free content.
The AdAge study found that while there’s room for both, it will be difficult to reach a middle ground.
Advertiser executives will be able to choose which ads to target and which ads will be in their ad network, which could be a key component of their ad strategy.
But it’s not clear that these ad-supported options will work well as ad delivery, because it’ll be up to the advertisers to decide what to do with all the ads they see.
In addition to the inherent limitations of the ad system, the research found that advertisers will have limited ability to customize their ads to the needs of different users.
“This is not an easy question to answer, but we do believe that we can create the best ad experiences for our audiences,” Vazir says.
“With an ad-optimized solution, we can target ads that are relevant to a specific audience, but there’s a risk that our audience will get tired of the ads that we’re targeting, and they’ll just move on to the ad networks that provide a more personalized experience.”
For example, a video on Facebook, which shows an ad, might not be relevant to the target audience of a particular company, but a Facebook-targetable ad might be more relevant to Facebook users.
But a Facebook ad that shows a video about an expensive car purchase might not resonate with those people who are looking for more information on how to get a great deal.
It’s easy to see how this kind of thing could get ugly if an advertiser decided to take their ads directly from Facebook, and not from another ad network.
And while the ad platform industry has been slow to catch up with ad tech developments, the companies that dominate it, like Facebook and Google, have been making moves to bring new ad delivery technologies to the table.
The biggest news, of course, is Google’s acquisition of mobile ad-network platform AdWords, which will let the search giant create ad-ready campaigns for mobile devices.
AdWords is currently only available for desktop browsers, but the company plans to roll out a mobile version of its platform later this year.
It also announced that it plans to integrate AdWords ads into its search and ad network offerings.
The question for the ad tech industry right now is how to differentiate between these different platforms, so that ad-specific ad delivery works best for the advertisers that make the most use of them.
But while there are plenty of promising new ad-powered solutions, there are also plenty of hurdles that advertisers have to overcome before they can really move into the new digital ad space.
“Advertisers need to understand that there’s an advantage to ad-oriented delivery and they have to realize that it’s going to be a difficult transition,” Vacuzzi says.
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