The move away from standard targeting advertising and what this means for your business...

The move away from standard targeting advertising and what this means for your business...

Only recently, marketers were focusing heavily on standard modes of targeted advertising. Online PPC campaigns were king, particularly on mass platforms such as search engines and social media. Per click and impression advertising was targeted towards tightly defined demographics such as age, location, spending preferences, gender and so forth. The customer would see (or not see!) a traditional advert in their feed or web page if they matched the criteria, and then had the option to click through to the target landing page.

So far so good, but as with everything, the market changed and customers started to want more. Most online users have become increasingly tired of seeing advertising, particularly where it is insensitively placed or unwanted. Others are wary of their personal information being shared and used for intrusive online advertising.

Changing customer expectations

Perhaps more fundamentally, the world is changing and today's consumers are more conscious than ever before. Customers want to direct their spending towards sustainable causes and brands that do more than simply make profits. They are choosier about the brands they shop with, and the content that they view.?

Similarly, they want to know that online intermediaries aren't simply profiting from intrusive online content. They want their viewing time to be put to good use. Yes, they are happy to see content from products, services and brands that are relevant to their needs and interest them ('old model advertising') but now they also want to know that there is some benefit to that transaction - something that does good and offers a benefit to society at large ('new model advertising'.)

This is where responsible advertising comes in, and it's a trend that is rapidly growing as an answer to the frustrations that online consumers were experiencing more and more with outdated targeted advertising models.

The benefits of responsible advertising

With responsible advertising, brands still get to market their products and services to tightly defined groups. They can still use the latest technologies, such as programmatic advertising campaigns, to plan, manage, schedule and define their online advertising campaigns. But now they get to offer something more that really matters to their end user - the chance to give back.

Sustainable, responsible advertising - at your fingertips

Threeps is an example as to how the online marketing world is changing fast. With Threeps, brands place their branded content into programmatic advertising campaigns as usual. But online customers then get the chance to view the content in return for making a donation to charity - at no cost to themselves.?

They simply watch the advert to the end - absorbing the messaging - and then hit a button to select the good cause they would like their free donation to go to. Rather than online revenue from ad campaigns going entirely to commercial intermediaries, the customer knows that some of this revenue is going to charities that they care about.

The net gains for your business

What this means for your business is better engagement and the potential to build a stronger, more loyal brand, communicating your core values as a business that supports the broader community. You get the chance to deliver more effective online advertising campaigns, to promote the fact you have raised funds for charities and to ensure your customers feel good and connected with your brand.?

Threeps is effective, powerful, programmatic-built and rapid to use - and it really does work. Contact us to find out how it could bring significant wins for your business in the brave new world of responsible marketing.

https://threeps.media/