Consumers should always be the priority no.1 for any brand regardless of their industry or location. 1. Its true that sales are any companys end goal but salesand generating themdepend on consumers who are receptive to what a brand has to offer. And when it comes to brand building marketers need to be able to drive engagement awareness and consideration among people who arent already customers. The premise of audience targeting certainly isnt new but with rapid change in whats possible marketers need different tactics and strategies than the ones theyve been leveraging over the past 20 years or so. Addressable digital advertising has long been the channel most used for targeting and the increasing adoption of internet-connected devices and smart TVs is now allowing marketers to bring that same thinking to linear television and other traditional media at scale. With privacy-safe surfing addressable digital is changing. This presents new opportunities and challenges. Lets look more closely at these two areas. Addressable technology Digital has been the predominant channel for ad targeting largely due to addressabilitythe ability to deliver an ad to a specific intended target at scale. While that addressability is an advantage marketers must note that it doesnt equate to perfection. Data from SME Digital Ad Ratings (DAR) highlights that the average on-target percentage of ads across computer and mobile is 63%even for targets defined by age and gendertargets for which theres significant data coverage and quality. That doesnt mean that marketers shouldnt use data to reach specific audiences. Marketers should use high-quality and deterministically collected audience data in order to increase accuracy. To be able compare data sets and to assess their value marketers would do well to improve their measuring of accuracy in targeting and sales impact. Third-party identifiers No discussion of digital targeting would be complete without a consideration of the future statea world without third-party identifiers. However it is clear that 44% (or more) of U.S. internet users use browsers without third-party cookie. Additionally many have disabled mobile device tracking from Apple IOS 14.5 upgrade. This represents an important portion of internet users who are operating without third-party identifiers. DStillery stated in a blog posting earlier this year that up to 90% display impressions would be free of any third-party ID. Addressability and performance of ads are both at risk when impressions are sent to anonymous viewers. An advertiser can respond to this increasing challenge in three ways: With persistent individual-based identifiers lean on first party-data Leverage the addressability of digital video; its the future (CTV smart TVs etc.) Optimization vs. tapping in to decades-old context targeting technology: Leverage innovation or not The collection maintenance and application of person-based identifiers requires an investment in first party datathe data companies collect directly from users or people in a consent-compliant way. The data can be rooted in other persistent ID forms like email address telephone numbers and physical address. These IDs are privatized using a range of shared hashing protocol. They can then be shared and matched for targeted advertising. Advertisers must have the ability to target users based on their IDs in order to succeed within this environment. You need to speak the same ID language used by content creators and publishers who draw consumers to their properties. Effective marketing which includes engagement awareness and consideration is cost-efficient from an economic perspective. Quality audience data is crucial to media efficiency even though advertising budgets are increasing in many countries. Thats where developing a data strategyand data connectivity for activationis a critical undertaking. A lack of high-quality data is a major problem for many marketers. Importantly brands cant approach targeting in a vacuum and audiences shouldnt be copy and pasted from one channel to another. Brands should be leveraging a comprehensive audience strategy across linear and digital channels that leverage each mediums strengths. These efforts should be made alongside measurement that can help validate sales and brand lift impactideally while campaigns are in flight rather than months after the fact. Get more insight from our latest report Advertiser Playbook. The post How brands can adapt to the changing face of targeting Nielsen appeared first on Social Media Explorer. Original source: https://socialmediaexplorer.com/social-media-research-2/how-brands-can-adapt-to-the-changing-face-of-targeting-nielsen/ The post How brands can adapt to the changing face of targeting Nielsen appeared first on connect social networks. via Connect Social Networks http://connectsocialnetworks.com/how-brands-can-adapt-to-the-changing-face-of-targeting-nielsen/