Why Search is a Great Example of How Advertising Can be Customized
Most media ecosystems are supported by advertising and, to thrive, all participants have to obtain value – Publishers need to be able to sell advertising efficiently; Advertisers need to be able to reach the right consumers with their messages and Consumers require high quality content and relevant advertising. Increasingly, the content we consume, both programming and advertising, can be personalized for us in real-time, making digital media increasingly addressable. And, in our world of massive fragmentation and media choice, personalization is the most effective way of creating value for advertisers, publishers and consumers alike.
Search is a great example of personalization at work:
Consumers get precisely what they want and advertisers get to reach consumers who are expressly interested in their products and services. But Search is only one piece of the advertising puzzle – it works well when we already know what we’re looking for, but not so well in persuading us we should be looking for something in the first place. And generating awareness, reinforcing brand values and building favorability, is where most advertising dollars are actually spent – just think about TV and print. The big difference from Search is that the targeting criteria for much of this ‘upper-funnel’, advertising are not based on specific context, but rather on the attributes of the audience considered most receptive to the brand message, which may include demographics, interests, affinities, business factors and a multitude of other characteristics important to the advertiser.
Search has a widely understood and consistent basis for per impression personalization – the search query. The upper-funnel, dominated by display and video, advertising does not. This is where Quantcast comes in…
Next up – Why Addressability?
Check back soon.