Financial and insuranceProgrammatic is particularly effective for competitive and congested sectors, such as finance and insurance, where the monetary cost of targeted marketing is at a premium. For insurance and finance products, where the window of opportunity can be small, focusing on pre-selected audiences and knowing where not to show a product, can be just as important as knowing where best to invest your budget. Programmatic advertising can offer key insights that can help to power a more dynamic real-time campaign. Read more about advertising:
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Energy and fuelFor energy suppliers and investors, predicting fuel prices can be a challenge, but the price of oil in the open commodities market is a huge factor. By connecting a campaign in real-time to oil prices, bosses could adapt their messaging and online advertising space buying decisions to account for varying customer behaviour. This means that different versions of the same advert can be adapted and targeted to individual audiences. For price-sensitive sectors, such as the fuel market, brands can also tailor messages to adapt to competitor pricing in real-time. Bringing different data points together means that programmatic advertising gives businesses the ability to target messages to reflect individual user behaviour. For example, a customer who has read content about the advantages of a brand’s premium fuels can be served messages specifically to tell a story about that product. Alternatively, brands may take the opportunity to deliver personalised messages to users of a loyalty scheme, designed to upsell the next product.
HealthcareGlobal appetite for recording, analysing and sharing data about health and fitness shows no signs of slowing as more personal technology comes to market. The opportunity to use data to understand customer attitudes has never been greater. Healthcare providers can utilise customer data to track the development of health issues and deliver relevant, high quality content to the right people. In the era where the web has become the default first option for researching information, there is much more businesses can be doing to leverage the wealth of data available to inform their marketing communications. For a health business, being able to adapt a campaign based on real-time insight around the outbreak or spread of a disease, offers an advantage which could put a brand at the forefront of conversation. Equally, by using the online reading habits of healthcare professions across various markets, healthcare businesses can gain a greater understanding of the various digital platforms they should be present on and what will work best. This will reduce the costs of mass-marketing to a wider audience and boost engagement with active audiences, who are quantifiably more likely to use a product or service. Embracing programmatic advertising is not just about accepting the efficiency that technology affords. It offers unique advantages and opportunities to react to both market and customer needs in real-time. This means saving wasted capital, by targeting only the most relevant customers for each campaign, and more importantly boosts the potential for return on investment. If it’s humour you’re after, we’ve pulled together ten eyebrow-raising ads that stirred up significant controversy for one reason or another – from the bizarre and downright hilarious, to those that changed public perception. Helena Snowdon is global new business director at iProspect UK. Image: Shutterstock
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