Delivering a better user experience is on every marketers mind, especially as the adoption of ad blocking technologies becomes mainstream. Strategies like continuous A/B testing of creative assets and messages can measure subtle differences in engagement that may be related to time of day, frequency and other contextual variables. Ultimately knowing the appropriate event or moment to deliver a message can help drive success at every stage of the marketing funnel. But what are some other ways to deliver a better experience for consumers while helping companies remain competitive?
In this month’s 'Insights on' blog post, I asked some of our portfolio companies their thoughts on how the ad tech industry can create more compelling ad experiences.
Consistent and relevant messaging
"One size fits all advertising campaigns have given rise to increasing audience banner blindness. By providing the ability to layer in offline data such as sales touches and events into their digital campaigns, marketers will be better able to reach their best-fit audiences and provide more relevant messaging.
There also exists a need for advertisers to tell a consistent story across multiple platforms without the painstaking process of accounting for different requirements and sizing. Imagine the ability for a marketer to upload a branded video and have it seamlessly formatted and distributed across all social networks and device types. They can reach their audience where and how they'd ideally like to consume content." – Sahil Jain, CEO and co-founder at AdStage
The broader, the better
“Many marketers are realizing that "broader is better" when it comes to targeting because they may have too narrowly defined their target and are missing the opportunity to broaden their audience and brand exposure. Another reason is that their target is not necessarily the same target at all times or under different conditions. Their pre-defined target will be more or less likely to engage with an ad depending on many variables such as their location, weather conditions, time of day, device and many other factors.
Given the number of devices in use, and the ability to link those devices to a single user, we are able to leverage the massive amounts of available data across environments to reach the right people when they are most likely to engage, which makes the overall ad experience a better one.” - Dogan Aksoy, Co-Founder of AdTheorent
Engagement is greater than reach
“Change incentives around less reach and frequency metrics, like Cost Per Thousand (CPM), and focus more on engagement metrics and if the consumer actually responds (i.e. CPE). In addition, it’s important to consider less intrusive formats that reward the consumer versus detracting them from the overall user experience. This could be accomplished through premium functions unlocked, or premium content, all sponsored and/or enabled by brands.” – Brian Wong, CEO and co-founder at Kiip
It’s clear that brands need to be respectful of a consumer’s time and data usage concerns on their most personal technology device, all while reaching a relevant audience. Mindlessly blasting display or video takeover ads may have worked on the web in the past, but are frustrating on a mobile device and create a negative user experience. As we continue to see the ad tech and marketing tech industry transform, we’ll be monitoring the technologies and tactics delivering value to brands and assess how they are resonating with consumers.
Related Posts from Verizon Ventures:
Tracking Trends in AdTech and MarTech
Verizon Ventures Portfolio Spotlight: Kiip
Verizon Ventures Portfolio Spotlight: AdStage