Give consumers what they want: Relevance and personalization
According to a recent study by McKinsey, 71 percent of consumers expect companies to deliver personalized interactions, and 76 percent get frustrated when this doesn’t happen. But with third-party cookies retiring from Chrome next year, advertisers may find it hard to reconcile their departure with consumers’ increasing demand for relevance and personalization. So, what’s an advertiser to do?
Well, there’s still time before we say ‘Peace out, cookies.’ But, in the meantime, you might want to look at inventory packages to test out opportunities for creating relevant ad experiences ahead of cookie deprecation. LiveIntent works closely with more than 2000+ premium publishers and provides access to premium inventory packages built on context, seasonality, regions, and audiences. This, coupled with strategic targeting and curated creative, can help advertisers deliver relevance today and in a cookieless world. Let’s take a look.
Focus on regions
Say your business sells women’s jewelry across North America, and you noticed that purchases are high in regions like Miami, New York, and Los Angeles. With these insights, you could launch geo-targeted campaigns with messaging that speaks to those specific cities like, “Shop 5th Avenue styles without breaking the bank,” or “Look like you shop at Rodeo Drive; don’t spend like it.” You get the gist.
Consider a market like Miami, for example. Your jewelry brand could benefit from testing creative messaging in Spanish since Miami has one of the highest indexes of Spanish speakers in the US, for instance. Suppose you were to see increased engagement and conversions with ads in Spanish. In that case, you could incorporate Spanish or bilingual messaging in your geo-targeted ads moving forward, delivering more relevant and personalized experiences to your audiences.
With LiveIntent, advertisers can either target or suppress their existing customers in specific regions. The latter allows you to focus budgets on expanding your customer base, while the former enables you to engage those with whom you already have a relationship. With a solution like Lookalike Audiences, you can take your targeting a step further and create audiences modeled after your best customers and target those within NYC, MIA, and LA who are most likely to convert. Talk about options!
You can take a similar approach with seasonal promotions as well. Take a brand like The Children’s Place, for example. This children’s clothing brand might want to reach parents for the Back-to-school or Holiday seasons when they know parents are in the market for new items. The Children’s Place can target specific parenting or seasonal newsletters to reach their target audience with inventory packages. This approach, coupled with fun ad creative can help engage your prospective customers and drive sales.
Take a look at these Allbirds ads. This is an excellent example of how brands can incorporate holiday-themed messaging into their ad creative to deliver relevant experiences. If they wanted to, Allbirds could use Dynamic Audiences to deliver these ads to those who put these sneakers in their cart but never completed their purchase — find out how our Dynamic Audiences can help brands leverage website engagement here.
Say you own a pet brand, Luka’s. Luka’s specializes in organic, grain-free dog food with fresh ingredients and takes great care to consider the environment in everything it does. The specialty formula places your product at a higher price than most pet foods. You’re not sure where to reach your customers, but because of the nature of your brand, you know that your customers have a higher income than most and they appreciate quality products and the environment. You could test out different inventory packages that might align with your audience, income bracket, and potential interests like Pets, Health & Fitness, Arts & Entertainment, Style & Fashion. You can pivot your targeting strategy based on key learnings as you start to see engagement.
A little goes a long way
With these tips and the right partner in place, you can deliver more relevant and impactful ad experiences to your target audiences that resonate with who they are. So, what are you waiting for? Get started today.