It might make sense to target different political ads to different geographic regions or demographic groups, but that kind of targeting doesn't always pan out. That's according to Martha Patzer, principal of the consultancy 270 Strategies.
What type of data is useful to ad-targeters? Information about people's prior Web activity, Patzer says.
"Past online behavior was really a better behavior for future behavior than anything else, including where you live or how old you are," she says.
Political campaigns try to serve targeted ads online, but are challenged by cookie deletions, says Tim Cameron, chief digital strategist at NRSC. "Match rates might be 40% on a good day," he says.
But, he adds, it's equally important -- if not more important -- to reach the other 60%. "Just because they clear out their cookies doesn't mean they're not voting," he says. In fact, he adds, "the type of people who take the time to clear out their cookies" probably are even more likely to vote.
Jason Owen, VP of Acquisition, Vivint, a company that connects home and personal devices through the smarpthone, continually needs to create campaigns that drive awareness. He presented Friday at the Search Insider Summit, detailing the conversion path from awareness to sales. The company designs smart home networks, competing with technology companies likes Google Next and others. The company found that running YouTube preroll ads along with search campaign generated 17% lift on desktop and 19% on smartphones.
TV-attributed clicks — where marketers pay networks based on consumers who click onto their site as a result of watching a TV commercial -- is something direct response marketers have keyed on in recent years.
Ken Chaplin, chief marketing officer of the TransUnion Consumer Interactive, in speaking at MediaPost’s Search Insider Summit, says the credit bureau company has learned “ways we are trying to get at attributing TV to what happens in search.”
In particular, TransUniion grabs more prized live TV viewers, versus those who time-shift TV programming, something important to the company a direct response marketer. ...