How Timing Can Make or Break Your Ad Campaign
January 24, 2018
The best advertising campaigns deliver the right message to the right audience, at the right time. Achieving this end goal requires a combination of data and technologies. Data can inform everything from strategy to campaign execution, and then technology, including Artificial Intelligence, can enable successful campaign delivery and ongoing optimization. In an increasingly digital age, the absence of one or both of these critical elements makes your advertising susceptible to failure.
How True Reach® Data Informs Advertising
The True Reach® platform identifies and organizes all publicly available view data for video campaigns. This includes views from a campaign’s original uploads and views from related user generated copies and derivatives.
Metrics produced with this data include things like Engaged Viewing Time®, which tells you exactly how much time users were engaged with branded video content, as well as historical campaign timing across a category or set of competitors. Real-time, benchmarking data helps our brands understand messaging, weight and frequency for campaigning.
Let’s just say that we discover Coca-Cola’s marketing team consistently delivers their holiday promotion push between December 1st and December 7th. In this case we would use that data to advise Pepsi to launch their push before or after that timing to reduce noise arbitrage.
What’s Noise Arbitrage?
We relate arbitrage from the trading topic where securities are bought and sold simultaneously in different markets to profit from a temporary differences in prices. Relating this to the trading of noise in media, we advise advertisers to seek to exploit media opportunities when there is less noise, which amplifies your message by the simple use of an optimal moment in time rather than subjecting yourself to media collision.
There’s incredible value in timing your message strategically based on seasonality, consumer behavior, consumer mindset and your competitors. Noise arbitrage is one of the advantages. And this is why it’s critical for advertisers to have the data they need when they need it to reach the right audience when it wants to be reached.
How Does Machine Learning Improve Timing?
We’ve spoken about artificial intelligence before on the blog and one of its applications, machine learning. Technologies that utilize AI to enhance performance and scale create efficiencies for advertisers. In particular, it can enable a technology platform to prioritize time and frequency depending on a number of inputs specified by an advertiser, such as targeting, engagement, bid prices, etc. Machine learning is built into many, if not all, of the marketing and advertising technology platforms today. It can aggregate massive amounts of data, cross-reference and search for causation, spot trends, targets, and create lookalike audiences faster and more efficiently than a person – or group of people – ever could.
As machine learning continues to evolve, its capabilities will make even more profound impacts. This is especially positive for advertisers using a programmatic platform for their digital marketing campaigns who want a solution that serves their message to the right audience, at the right time — on auto-pilot.
Effective Timing Extends Your Reach and Drives Ad Spend Value
Real-time data and technology help advertisers connect with the right consumers when they need to reach them. Given the mass amounts of media and advertising crowding the digital world today, the absence of these strategic elements to any campaign put you at an immediate disadvantage as you are not utilizing the tools available to you. Continuous optimization is the only way to survive and ensure every ad dollar delivers the most value.