Technology revolutionises how businesses engage with consumers online. Driven by demands for personalisation, engaging brand experiences and the need for tailored ads, digital display is very different today. Here’s some tactical tips to get ahead in your 2020 display activities.
GEOTECHNOLOGY
Geofencing is drawing a “digital fence” around a defined location, this could be your retail store, physical advertising locations, or even competitors’ locations!
Serving digital ads when users pass through a fence in real-time includes the benefits of driving footfall in-store, increasing omni-channel customer engagement, and ensuring brands increase conversions by showing ads at the right time, to the right audience.
Geotargeting focuses on a core demographic in a specific geographic area to serve only that audience with cross-device digital display ads. Meaning no budget is wasted.
DYNAMIC CREATIVE
Dynamic ads use external factors such as weather, time and language to generate messages for specific users, enabling the ad to match their mood more effectively. In-feed solutions are particularly useful to reflect real-time updates to products or services and show the right message at the right time to your audience.
RETARGETING
Cart abandonment in eCommerce averages around 80%. Use retargeting to close the gap by showing abandoners a product they have already shown an interest in. You could show a free delivery offer, a product discount or similar products to claw back the customer and increase your conversions!
Revolutionary technology won’t drive results for your business alone. The use of quality creative is fundamental to success. Bringing beautifully-designed, on-brand, powerful digital display ads that cut through the noise online are essential to engage with your users.
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by Marc McKeown
source: Lancashire Business View