Something that is relevant for me, for you, for us is that which comes to meet a need of any nature, that which clarifies a doubt, that which solves a problem, that which provides a desired benefit or that which is empowering in a wanted way. If something has relevance to a person or a group of people, they will not stop to think if it is advertising or not, since advertising is simply informing that something relevant exists. If the relevant exists then the activation to the consumption of that relevant (be it a product or a service) is a fact.
Advertising consists of diagnosing where, when, how and to which group of people to inform them that a product or service is relevant to exist, to be consumed or hired.
Relevant ads get three times the attention of the average ad.
Being relevant to your audience is of the utmost importance so as not to lose money on campaigns that do not lead to any results.
It is no longer enough to simply know your audience. Today, advertisers must also know what their audience is looking for, when and in what context. Understanding the intention and needs of your audience and being able to respond to that need is becoming critical. So the right message, creativity, and ad format are critical to capturing consumer attention.
The enemy of being relevant is in the details, of course. There are three ways that ads can lose relevance and not attract attention: 1. Wrong person , 2. Wrong creativity , and 3. Wrong moment . By eliminating each of these enemies, advertisers can move towards creating more relevant, useful and attention-grabbing ads from the audience.
Consumer advertising is noise and nuisance. But when it becomes useful information to solve a problem or fill a need, the consumer appreciates it.
Creating useful advertising means being in the right place, time and with the right information. But that requires knowing why a brand with its products and services is on the market. That’s where the signals of needs served by a product or service come in. Signs of need go beyond the identity or context of an audience. To reach someone based on their need: what they want, what they are looking for in the market and what they require at a certain time. Knowing someone’s intention is what has made searching so powerful for so long – the ability to quickly help someone with what they want or need in the moment. Taking intent cues not only from search, but from maps and apps creates a more complete picture of intent, making targeting even more powerful.
Here’s how cues can generate relevance and attention: Take the example of someone interested in buying a winter coat. To date, if you want to target video ads for winter coats, you can guess a demographic that might be more likely to buy winter coats (for example, women ages 18 to 34) or use psychography to target people who might be particularly interested in preparing for winter. (Say, ski enthusiasts). Intention signals take that guesswork out. You can show ads to people who searched for winter coat deals, spent a lot of time exploring nearby ski resorts, or scrolled for coats in a shopping app.
For the many brands that have already used signals of intent, the results are revealing. Campaigns using intent-based targeting on mobile devices have 20% higher ad recall increase and 50% higher increase in brand awareness compared to campaigns using demographic targeting only.
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Your ads can be useful when they reach relevant groups of people (people who really need your product or service), and they are even more useful when the creativity of the ad itself is also relevant. But creating relevant creatives ads at scale can be expensive and arduous.
Tools like YouTube’s Director Mix, among many others, can help solve this problem. Director Mix turns brands’ layered files into dozens, or even hundreds, of personalized video ads by swapping images, text, and other video elements, and displaying them based on audience intent signals.
A food brand recently used Director Mix to boost the relevance of one of their products to millennials. The brand created 77 different six-second ads geared toward its audience’s viewing interests, such as watching a movie trailer or a live comedy clip. Six-second custom ads got more than double the ad recall of control ads in the campaign.
Ad formats and targeting have become more sophisticated, and the possibilities of telling relevant stories have become more interesting as a result. As brands experiment with multi-part stories told to the same viewer over time in multiple creative breaks, getting the sequence right could be the difference between someone tying off or someone paying attention. To create a story that unfolds for a viewer over time, you can use video ad sequencing to stitch creatives across multiple ad units for the same consumer, or you can also use the new and innovative interactive video techniques, where the consumer chooses the development of a story.
The ability to sequence your messages can be a game changer for attention. It can spin, it can react, and it can lead consumers down a different path depending on the ads that work for them.
As consumer expectations for ads evolve to be more personalized and useful than ever, ensuring that your ad campaigns meet the new definition of relevance isn’t just “nice.” It’s a marketing imperative.
Take advantage of search intent signals, maps, and apps to go beyond demographics and psychographics.
Scale creativity to audience and interactivity in content. Create sequential and interactive stories to attract and hold attention at all times.
As consumer attention becomes an increasingly scarce resource, raising the bar for relevant ads will help brands win.
The BSO Multimedia team is at your service to be able to make relevant announcements to your audience and apply all the available technology so that your message reaches the right place, at the right time and to the right people to be effective. For more information, contact us at firstname.lastname@example.org.