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> Openads: OpenX Advertising Insights: Successful ad campaigns depend on timing and placement
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post 8 Oct 2013, 09:25 PM
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When most people think about effective advertising, they think of the campaigns that offer a unique message or elicit a specific emotion. While these ads are often easy to remember, what drives sales is not just creativity, but relevance.

In todayĘs programmatic world of advertising, marketers are becoming better at placing their ads in front of the right audience at the right time. The growth and availability of data has spurred this movement. The MIT Technology Review noted that data management tools are helping organizations capture customer information and turn it into actionable intelligence. These solutions can help determine the best sites to place digital ads to reach specific audiences. The article stated that companies are even able to adjust ad content based on customer profiles, making the messages more relevant and effective.

Advertisements placed in the right location will help drive sales, but companies also need to ensure that the messages are properly designed. Ads should grab attention but at the same time be easily digestible. A great opening line will tell a potential client what he or she needs to know and entice them to take action. The more relevant a display ad is, the more it will interest viewers. For example, discounts or promotions on products that customers don’t need will not motivate them to click on an ad. Marketers need to understand the purchasing patterns within their industries to take advantage of sales cycles and trends.

Timing also plays an important factor for campaign success. If consumers are not ready to buy, it can diminish the return on investment. The MIT Technology Review reported that comprehensive analysis can help reveal the right time of day to offer promotions. For example, products catering to business professionals may sell better when ads are seen between 11 a.m. and 1 p.m. Catching office workers as they browse online during lunch could contribute to more transactions each day.

The old adage that knowledge is power is especially true in digital advertising. The more information that marketers have about their audience, the more effective their marketing campaigns can be.

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