Once upon a time, all shops and service providers were local. They were present in town, knowledgeable about their ...
- May 28, 2019
With the overwhelming amount of e-mails and advertising (web, TV, radio, you name it) that we’re exposed to each and every moment, it’s no surprise that more people are choosing to “check out.”
The amount of advertising messages that the typical consumer is hit with clocks in at an average of 10,000 per day. 10,000! And that number keeps growing.
The truth is though, we don’t much like being interrupted. And now, consumers have tools to opt out from that constant barrage.
- 94% unsubscribe from email shortly after accepting
- 69% bounce from a site when served an “interruptive” ad
- 94% of all consumers skip television ads, most or all of the time*
- 37% throw away direct mail before reading it
- 61% are on the national “Do Not Call” registry
Consumers have served marketers an ultimatum: “Be relevant and provide some value — or get outta here!”
Technology To The Rescue (Kind Of….)
To respond to this exodus, marketers have leveraged technology in the form of programmatic and its derivatives, like Dynamic Content Optimization (DCO) and Creative Management Platform (CMP). These platforms personalize programmatic and direct advertising, based on data about the viewer and their location at the moment of ad serving.
Basically, these two technologies can increase the probability of actually capturing someone’s attention, thereby increasing campaign results.
For instance, a holiday ad depicting a Norman Rockwell-like “winter” scene might work perfectly well in the Northeast, but would be ridiculous to an LA audience. Technology can allow that LA person to see a geographically appropriate version of the same holiday ad which obviously has a big impact on how the message is received.
Yes, technological developments like DCO and CMP represent a dramatic change from recent years. And while they certainly increase the likelihood of serving the right person a more relevant message, they don't necessarily solve the “interruption” issue. There are limits to CMP/DCO platforms.
Consider, for example, that DCO is frequently used for retargeting. Let’s say you just purchased a ceiling fan. You researched, found the right model that matched your style, and then bought it. With DCO, you’re going to be served more ads for ceiling fans. From a consumer standpoint that’s more than a little ridiculous.
Because do people really buy a whole “collection” of ceiling fans? Of course not. Once they buy one, they’re done — so the value of ads served after an initial purchase can be very low.
So despite the advances, there’s room for improvement. Yet, it's “evolution” we need in this space, not “revolution.”
This is where “LCO” (Local Content Optimization) enters the picture. In upcoming posts, we’ll drill down into what that is and how it can benefit your brand but for now, remember:
Content Is (and Will Always Be) King
While people will never enjoy being interrupted, we can partially overcome the stigma by adding some serious value for the audience. That applies to both our “outbound” messaging and what’s delivered when they arrive at our site or social pages.
These five things make your content especially valuable and increase the odds that someone will engage with your brand:
So yes, the advertising industry is under tremendous pressure to add value to their messaging or risk being further shunned by consumers. It’s a challenging position to be in, but fortunately, the same technology that allows them to “opt-out” affords us an opportunity to connect with them on their terms and create a more vibrant relationship.
In the coming posts, we’ll explore how best to do that. If you can't wait, visit our site to learn more about how Local Content Optimization can help national brands go local and follow us to stay up to date!
*Hubspot ad survey 2017
Real estate agents: How are you delivering the right local expertise to your different prospective clients?
Remember the old bait and switch tactic? We’d never accuse digital marketers today of intentionally practicing fraud, but there is a trend in advertising we’ve seem that is all too familiar.
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