Media Monday
The Rise of Anti-Audiences
By Rich Sweet,?Situation Media Buying Specialist
As marketers, we often gauge the effectiveness of our messaging through metrics like CTRs and overall engagement, prioritizing the optimization of landing page experiences to improve conversion rates. While this approach holds merit, it often sidelines the role of messaging in our conversion optimization efforts.?An interesting perspective presented in this Search Engine Land article proposes an innovative approach: the identification of 'anti-audiences' within our target market, individuals who align with our total addressable market but are unlikely to convert. By identifying both target and anti-audiences, advertisers can refine their ad copy to speak directly to the needs and desires of their ideal customers while subtly discouraging those less likely to convert. This involves creating detailed audience lists based on attributes like location, preferences, and intentions. Through targeted messaging, advertisers can improve ad effectiveness, reduce unnecessary clicks, and ultimately increase conversion rates.For instance, consider the transformation of this Google Ads headline:Before: “Bounce House Rentals TN – Inflatable Water Slides”
After: “Aesthetic Bounce House Rentals – Stylish Middle TN Inflatables”
领英推荐
While the article highlights the importance of this approach in search advertising, we believe that these principles extend beyond this, proving universally applicable across all advertising mediums.?
The IAB Predicts Social Video Will Overtake CTV This Year
By Colin Lee, Situation Senior Media Planner
As conversations continue to swirl around CTV and substantial YoY growth in advertiser dollars being allocated there, the IAB released the first part of its annual digital trends report last week, which shows even more substantial growth in the social video category. Of the 3 categories the IAB covers in its report (social video, online video, and CTV), social video is expected to grow 20% YoY with CTV trailing at 12%. Chris Bruderle, IAB’s VP of Industry Insights & Strategy claimed this is because social video provides better reporting based on advertiser’s desired campaign outcome as well as more transparency and subsequently useful insights.With little visibility into what shows and where people are watching currently, particularly in the programmatic space, coupled with much stronger directly attributable performance data and conversions from platforms such as Meta and TikTok, it’s no surprise that advertisers continue to funnel more dollars towards placements they can directly tie back to specific actions.?As more and more people cut the cord, however, CTV is an important piece of the media pie and the pressure is on for visibility into who is being reached and where. In the meantime, tools like the “Path To Conversion” report within the Trade Desk have proven monumental in lessening this gap, giving clients and advertisers at least a high-level overview of where the CTV piece is fitting into the puzzle, but for now it seems social video reigns supreme. For more information, read here.?