Audience targeting is n’t all about understanding and segmenting your audience . Once you’ve identified your target audience, you need to create an ad that’s engaging. Because you have to find the right audience through the right message.
In today’s world of programmatic advertising, AI technology creates advertisements based on analysis of consumer behavior, selecting the ad format and creative that each consumer can most relate to.
But what’s important is to have a variety of extensible ad formats so you can deliver the right message at different stages of the customer journey, including awareness, consideration, and conversion.
Let me explain in detail.
Cognition: Make it impressive and memorable
If you’re targeting a broad audience that you’ve never heard of your brand, you need ads that can grab attention. At this stage, you need to communicate who your brand is and what they do in a memorable way. You should consider using large visual images, bold fonts, and videos all throughout your perfect online business software.
In this Ray-Ban example, it draws attention with the rotating optional cube, giving users the opportunity to customize the style, material, and color of their glasses themselves.
This apparel retailer has designed the ad so you can see two different looks through a swipe. There is no detailed information about the CTA or product, only images and logos, but they are producing sufficient effects.
Consideration: Should arouse curiosity
Customers in the consideration stage are considering several options. You may or may not have heard of the brand. However , once you have created the in-market audience you want to target , your goal is to reach customers who are interested in the product or service your brand offers.
That’s why at this stage it’s necessary to combine the brand message and information of each product in the ad. Introduce your brand and engage your current customers with the products they want to buy. Ad-tech solutions such as Criteo can also provide customized category or product recommendations to potential customers. Even for customers who have never visited your site before, machine learning can analyze hundreds of signals of intent to identify items that are most likely to be of interest to your customers.
In order for consumers at this stage to be able to visit your site and learn more about your brand, your ads should engage and engage. You should consider a rich media ad that can be swiped, scratched, rotated, searchable, or add interest with video.
The travel agency’s app install ads are a great example of using product recommendations. Arouse customer interest in displaying brand image and message, and highlighting destinations tailored to each user.
This restaurant finder ad allows users to search by category on their own. It’s a simple way to show your brand’s value and get consumers interested in it.
This restaurant finder ad allows users to search by category on their own. It’s a simple way to show your brand’s value and get consumers interested in it.
Conversion: Need to drive purchase
Consumers who have reached the transition stage are ready to buy, so they just have to push it a little. Whether you’re a customer who left your site or a frequent visitor, the key to conversion ads is to display specific products or services to drive clicks and conversions.
Instead of a brand message, you can promote a special event, suggest a product of interest, or provide information about a nearby store to encourage you to visit an offline store. At this stage, you need an ad format that provides options such as native and social media, and the flexibility to display a single product as well as multiple products as a collection.
The mosaic format below highlights several products and clearly shows the discounts offered. Clicking on a product will take you to the product detail page.
It also includes store information tailored to each consumer, encouraging customers to visit nearby offline stores.
It also includes store information tailored to each consumer, encouraging customers to visit nearby offline stores.
Ad technology for successful ad creative
As mentioned earlier, today’s technology can instantly generate ads by analyzing which creative elements are best suited to each consumer. For Criteo, these technologies extend to ad formats. Criteo’s AI not only allows you to choose colors, fonts, and CTAs, but it also allows you to decide which ad format is best suited to give the impression you want. Criteo offers ads that can arouse the interest of both known and unknown prospects. With a variety of ad formats for every step of the buying journey and AI that deeply understands your audience, your target audience will always get the right message.
