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đInnovative Data Strategies to Fuel Advertising Success
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In this newsletter, youâll find:
đ Innovative Data Strategies to Fuel Advertising Success
đ Snapchat and DoubleVerify Join Forces to Strengthen Ad Safety
đ Snapchat and DoubleVerify Join Forces to Strengthen Ad Safety
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đ Innovative Data Strategies to Fuel Advertising Success
Data has evolved beyond basic metrics, enabling brands to unlock unique insights for effective, precise advertising. From digital platforms to TV, hereâs how you can creatively harness data to elevate campaign impact and connect meaningfully with audiences.
1. Uncover Niche Patterns in Customer Behavior
Basic demographic data is no longer enough. Digging into niche behavioral patterns allows brands to connect with audiences on a granular level. You might find a segment of your audience active on certain platforms at specific times or leaning toward particular product categories seasonally. These insights help tailor messaging for heightened relevance and resonance.
Execution Insight: Create micro-campaigns targeting specific behaviors, like a seasonal ad for âeco-friendly gift buyersâ on targeted platforms. Speaking directly to these audience subsets increases engagement by meeting them where theyâre most active.
2. Build Real-Time Campaigns Around Emotional Triggers
Understanding when and why people are emotionally engaged gives brands a unique opportunity to align ads with viewersâ emotional states. High-impact moments like holiday movies or sports games create powerful triggers. Ads that resonate with these moments are not only memorable but impactful.
Execution Insight: Craft ads that reflect the current mood, like inspirational messages during uplifting shows. Platforms such as WonderAds, by Tatari and Mr. Wonderful himself Kevin OâLeary, allow brands to capture high-impact TV placements affordably, making it accessible even for small businesses. Learn how to use TV advertising to grow your business!
3. Retarget Based on Multi-Device Journeys
Cross-device retargeting enables brands to follow consumers across touchpoints without being intrusive. By analyzing data on how users engage with each device, you can structure campaigns that adapt as consumers move through the journey, building familiarity that encourages action at key moments.
Execution Insight: Retarget viewers who saw your ad on TV with follow-up digital ads on social media, reinforcing the message. Consistent visuals and messaging across channels enhance recall and increase the chances of conversion.
4. Segment by âPsychographic Triggersâ for Deeper Resonance
Beyond demographics, psychographic dataâinsights into values, lifestyles, and attitudesâgives brands a more personal view of their audience. By segmenting based on psychographic triggers, like sustainability interests or wellness values, brands can create messages that resonate deeply, fostering a sense of connection and relevance.
Execution Insight: Run A/B tests with messaging tailored to different psychographic segments to see which values connect most. Ads that emphasize eco-friendly practices, for example, can perform exceptionally well with an audience focused on sustainability, creating a strong emotional bond that drives engagement.
Final Takeaway: Use Data to Drive Agile and Resonant Campaigns
Moving beyond basic metrics to explore niche behaviors, emotional timing, multi-device engagement, and psychographic insights allows brands to create adaptable, data-driven campaigns that resonate on a profound level. WonderAds enables even small businesses to execute data-rich, multi-channel campaigns that reach audiences at the right moments.
đ Snapchat and DoubleVerify Join Forces to Strengthen Ad Safety
Insights from DoubleVerify
Snapchat is enhancing ad safety and brand suitability measures with an expanded partnership with DoubleVerify. This collaboration gives brands greater assurance in how and where their ads are displayed, reinforcing Snapchatâs commitment to a trusted ad environment.
The Breakdown:
Enhanced Ad Safety: DoubleVerifyâs technology now helps Snapchat filter ads to appear only alongside appropriate content, ensuring brands reach the right audience in a secure setting.
Seamless Integration: Advertisers using DoubleVerify can easily track ad performance on Snapchat without adding tags or complex URLs.
Broadened Verification Options: Following Snapchatâs recent integration with Integral Ad Science (IAS), DoubleVerify now brings improved ad viewability and fraud protection, creating a solid foundation for brand safety.
As Snapchat focuses on bringing in more advertisers, particularly small and medium businesses, these added safety features may make the platform an attractive option for brands prioritizing secure and effective ad placements.
đ¶ SoundCloud Opens Programmatic Ads, Google Expands Branding Control in PMax
Insights from SEL and MarketingDive
SoundCloud and Google are upgrading their ad offerings, with SoundCloud broadening programmatic advertising options for brands to reach a global audience, while Google is introducing enhanced branding tools in its Performance Max campaigns.
The Breakdown:
SoundCloud x PubMatic Programmatic Ads: SoundCloudâs partnership with PubMatic enables advertisers to access audio inventory through programmatic ads, expanding options for connecting with listeners across SoundCloudâs extensive music library. As programmatic ad spending rises, SoundCloudâs new options tap into a high-engagement audience for brands looking to reach listeners directly.
Google PMax Branding Control: Google now lets advertisers customize key branding elementsâlogos, colors, and fontsâacross platforms for PMax campaigns. This helps advertisers achieve a cohesive look for ads running on YouTube, Google Display, and other channels, a feature gradually rolling out to more accounts.
SoundCloudâs entry into the programmatic space offers more variety in digital audio advertising, while Googleâs updates let brands maintain a unified visual identity across diverse placements. Together, these tools address a growing demand for targeted, consistent, and creative ad solutions.
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