With all the technology available today and the data that is captured, comes an expectation from consumers that all messages received will be relevant to ‘me’ - everywhere, every time. Brands delivering relevance for 'me' will create personal pleasure which, ultimately, leads to purchase.
Delivering relevance has never been made easier for us to achieve today through the use of data and the return for brands is huge.
Late last year, a world first neuro study commissioned by Adshel proved the Context Effect in its simplest form – what effect does an advertising message that is relevant to the time of day (context) in which it is being viewed have on consumers? The results were as high as 50% more effective in stimulating memorability, engagement, and provoking a positive emotional reaction when messages were in context versus those that were out of context. If the context is right, the messaging will be more powerful, more engaging = more effective.
The challenge for marketers today in crafting their advertising creative is where do you start? If data is the facilitator for delivering relevance and personalised content, then should creative strategies start with data? The answer is yes.
“66% of consumers said that personalised offers and content impacted their decision to purchase a product or service, with one in four even willing to pay for the privilege of receiving more personalised products and services [1].”
Enter: The digital revolution.
With an increase in digitised platforms available, comes more opportunities to collect data about individuals, which ultimately leads to better targeting consumers. However, they expect us to use it wisely, delivering content that is for ‘me’.
What this means for brands is an opportunity to use this ‘real-time’ data to create greater relevance through dynamically-fed content. Brands that do it well will reap the rewards delivering more engaging creative, creating a relevance to the audience and, ultimately, greater identification with the brand or product on offer, leading to more sales.
Delivering ‘me’ messages…
The more you can customise a message not only to the context in which it’s viewed, but also the personal information you hold on who is viewing it, the more powerful and effective your messaging is likely to be.
The ability to learn from the information captured by mobile devices or location based marketing technology allows for creating a deeper relationship with consumers and ultimately a higher intent to act.
“I know the ads are there, but I pay attention to those that are relevant to me.”- premium professional commuter, Sydney
Relevance: Delivering the right message at the right time.
Relevant campaigns pull in real-time data to inform messaging. Through Adshel’s digital network, advertisers do this in its simplest form by using topical news or headlines, weather, location, social media trends, day of week, time of day, to provide relevant context. However, this is simply scratching the surface. The opportunities available to brands today are limitless and at the hands of the companies that hold the data.
Relevant advertising is effective. Why? Context creates relevance; relevance creates value. If I deliver the right message or offer to you in the right place at the right time (context), it has a greater chance of being relevant. If it is relevant, it has a greater chance of being of value. Rarely will you find relevance without context, and value in the absence of relevance [2].
It's not hard to get cut-through…
Recognise that ads are content and people are willing to watch good content.
In the quantified age, everything from our sleeping patterns to our physical and emotional reactions are being captured and analysed by everyone from data scientists to artists. The opportunity for media businesses is to harness this data, apply it to spark creativity and develop exciting, fun and even peculiar innovations. This is happening - and being recognised - on a large scale. Last year, Cannes Lions introduced a Creative Data category to celebrate the impact of data on creativity [6].
Companies, such as Adshel, who’s commitment to digital is total, are delivering more opportunities for advertisers to get to the heart of their audiences by using data to locate them geographically, as well as provide them with relevant messages. However, this also comes with the responsibility for Adshel to guide advertisers and their clients through the process of how to best apply data for more effective campaigns.
Just one of the initiatives Adshel have created to facilitate this for advertisers is the development of a state-of-art digital campaign optimisation platform allowing brands to deliver relevant content with ease. It has never been easier to serve up different ads every hour of the day and make each one unique to its location and context, all driven through data.
So what?
Well, in a world where every day there are more channels and touchpoints, more opportunities to communicate and interact consumers, where the chances of being forgotten or annoying are on the rise, it’s extremely important to stop thinking about what the new channel of contact should be, and to start thinking about the context of interaction and the moments of impact with our consumers.
What’s more, data is closing the gap on wastage. Using data to specifically target audiences by location, life stage and brand preference is ensuring accountability and greater ROI for brands.
In 2016 and beyond, consumers will embrace smart brands that use new channels and subtle contexts to be there as and when they’re needed. Don’t get left behind.
By Charlotte Valente
Head of marketing at Adshel
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