August 11, 2016
Should Marketers Trust Machines with their Online Advertising Campaigns?
Automation, data collection and analysis has grown massively in the last few years, and has certainly transformed the online advertising industry. Programmatic advertising in Asia Pacific, for instance, is on a growth trajectory with a current penetration rate of 17% – a figure set to double to 35% over the next four years.
But more can be done. With machines lacking the inherent ability to predict and detect subtle nuances in circumstances that affect how consumers could respond to an ad, many media and audience targeting choices remain broadly reliant on humans. Seasonality, fraud, or sociopolitical events for instance, have the potential to change the context of a message or call to action. As such, there is a strong case to be made around how machines have a significant impact on efficiency – and consequently, improve performance.
Underscoring the importance of why marketers need to continue trusting machines in building audiences and optimizing online campaigns, Exponential, a global provider of advertising intelligence and digital media solutions to brand advertisers, has released a four-part video series titled: Trusting the Machine in Online Marketing.
Gerard Lechau, Commercial Director, SEA & North Asia at Exponential Interactive, “With so much data available, marketers are presented with an enormous opportunity to make brand impact by mining and aggregating data to draw useful, meaningful conclusions. This video series illustrates the importance of investing in the right automation infrastructure crucial to increasing long-term customer value.”
The video series explores the topics of Audience Discovery, Targeting and Optimization, and feature discussions between Doug Conely, Chief Strategy Officer, UK and Jason Trout, UK Managing Director of Exponential Interactive, consisting of the following parts:
- Part One - Discovering Your Audience: Learn why marketers should care about audience discovery and how trusting the machine can help make better marketing decisions.
- Part Two - Understanding Audience Evaluation: Learn why marketers should care about the importance of statistical analysis when evaluating audiences.
- Part Three - Targeting vs. Optimization: Learn about the importance of valuing users, creating a complex profile and the benefit of automating the optimization process.
- Part Four - Why Optimize Your Audience: Many of the media and audience targeting choices today are still manual. Learn why it is important to trust automated optimization for evaluating audiences.
Doug shares in the series, how automation is a good way to minimize and negate incidences of human error. “There are a lot of legacy systems in place around the (audience) discovery process, and those quite often depend on claimed behaviours and surveyed behaviours. Because of that, it means people are less inclined to look to more modern techniques of audience evaluation on real observations,” says Doug.
“The idea with audience evaluation is that you can use objective, statistical techniques to work out whether an audience is relevant in the discovery process.”
The four-part video series can be accessed here.
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