Posts tagged targeted ads
Effective Online Advertising: In Spite Of And Thanks To Technology
Publishing and advertising companies expend a lot of effort trying to create effective online advertising. They attempt to formulate their ads so that people who see the ad will be intrigued and follow the ad. Getting the consumer’s attention is easier than keeping it. For example, when online advertising first began, basic banners were effective. Over time, though, consumers gradually started ignoring simple banners.
So, advertisers began producing more complex, creative, and sometimes obnoxious ads. (Think pop-ups). Soon, the growing popularity of social media offered another avenue of advertising. In the past few years, native advertising has become more and more common, with ads and sponsored content blending with the natural content of the websites.
Despite the many different avenues and different types of media available for online advertising, display advertising is still a highly effective way of reaching consumers. Consumers tend to ignore banner ads, and you’d be hard-pressed to find someone who loves banners. However, display advertising can reach people on a wider scale, and in ways that other advertising media simply cannot. Of course, to be competitive, an ad needs to be more creative, more engaging, stronger, and more prolific than in the past. When this is the case, a well-designed display ad is hard to beat.
While technology has opened up many new and beneficial ways to advertise and consume media, it has made it difficult for advertisers to control their ads. For example, how and to whom their ads are portrayed. This same technology, though, can help advertisers regain control and ensure their ads are more effective than ever.
Advertisers now have the ability to make sure their brands are well-placed and relevant, especially in terms of context and geographic location. They can also see how viewable their ads are and even have the option of direct viewability with automated ad buying. In addition, advertisers can protect themselves from traffic fraud by using real-time anti-fraud techniques. Effective online advertising, then, comes down to how an ad is developed, placed, and viewed.
Foursquare Takes Targeted Ads to the Next Level
Foursquare has collected a lot of location data over the five years they have been in existence. Now, they are starting to monetize that data by providing targeted ads on mobile devices and computers. How does Foursquare find advertisers? Simple. They sell the spots directly. There are 30 staff members just waiting to take your order.
Foursquare has a good thing going. Knowing where people spend their time gives you a lot of insight on what is important to them. Are they heading to the gym daily, week after week? They may need devices for counting steps, calories burned, or monitoring vitals. Does someone frequent the finest restaurants in town? Perhaps they are interested in food and drink magazines or a nice wine club. It’s not too difficult to discern people’s interests by their habits and the places they visit.
So, how is data collected? When you use the site from your computer or any smart tech device, cookies feed information to Foursquare. On your mobile device, you are tracked by device ID number. Of course, if you login, that helps. In addition, the app collects vital information simply based on your location. The social networking company gets about a billion “check ins” per year with people outright telling Foursquare where they are at the moment. Currently, those “check ins” are used for targeted ads. With it, GPS tracking has the potential to increase targeted ads in the long term.
What is the future of Foursquare? The 170 employees work hard to operate the multimillion dollar business. They’ve caught the eye of Microsoft who recently signed a data licensing deal with the company. This comes after a 15 million dollar investment from Microsoft in the success of Foursquare. How Microsoft will use the data they receive from Foursquare remains to be seen, but we can certainly look forward to upgraded benefits of the Windows Phone OS and the Bing search engine.