Making data work

Making data work
SHARE
THIS



A recent survey from Newspoll indicated that only four in 10 people would prefer to see online advertising that is tailored specifically related to their interests.

If you, like me, believe that data and its effective application in advertising is a powerful tool that helps drive better commercial outcomes for clients and subsequently businesses, then this survey should come as a real concern.

There is some irony that consumers feel this way, since targeted advertising provides a better experience for them when done correctly.

For publishers and advertisers, the survey tells us two things – we are still not delivering the best experience to our audiences and we are not communicating the benefits of tailored advertising. These failures are resulting inefficient campaigns and wastage

For me, the challenge to change this is significant and urgent.

IAB CEO Alice Manners has already indicated that as an industry body they will play a key role in education and awareness, but what is our collective responsibility, and how can we help shift this perception?

Our ambitions around the use of data are simple

  • To develop richer relationships with our users through an enhanced more intimate experience
  • To provide our partners the best possible advertising platform through targeted advertising (audience, time, message)              
  • To use data to drive the development of new products that build better user experiences giving our audience reason to use us more frequently, for longer.

To achieve this, we have to understand that to really engage and connect with consumers effectively goes beyond the noughts and ones of data.

As they say, only a fool doesn’t rely on data and only a fool relies solely on data.

For companies to truly understand the effectiveness of data, it is important to accompany it with real human insight.

Purchasing decisions are largely based on customer loyalty which is usually driven by a consumer’s emotions. To capture real human insight requires direct and intimate relationships with users.

We must constantly put our consumers at the forefront of our thinking. Become part of their communities, champion their causes, celebrate with them, recognise when they are feeling pain and feel this pain with them.

It is through this direct and tangible relationship, that we can start to understand the real human insight – how they are feeling, their fears and hopes their dreams and aspirations.

It is this very ‘human’ data that enables us to enrich their lives and in turn provide real depth in our data knowledge.

As we gain a greater depth of understanding for consumers, this insight should be matched with emotionally engaging ads. These ads challenge the consumer’s emotions consequently making them reconsider already formed perceptions about products.

Knowing how to correctly target consumers with data is just the first step; understanding the emotions that drive them takes it a step further but being able to create an ad that creates an emotional connection is what will truly engage your consumer.

It is only by offering consumers relevant, engaging ads that we will be able to convince them to accept tailored ads.

So my challenge to the industry is to accelerate the development of processes that combine data insight with human insight. Once you have this, work toward producing ads that are more than campaigns promoting a company’s ‘next best offer’, rather produce ads that are human – funny and quirky; sad and uplifting; creative and compelling – ads that complement the experience and add more value to the equation.

If the industry can get this right, expect to see ads that will shift the public’s opinion on the value of targeted advertising.

Craig Galvin, Digital Strategy Director, News Corp Australia

Please login with linkedin to comment

Latest News

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]

What To Expect From The App Economy In 2018
  • Opinion
  • Technology

What To Expect From The App Economy In 2018

Here's an insightful, authoritative synopsis of the app economy. So, you're right, it wasn't written by a B&T journo.

Opinion

by B&T Magazine

B&T Magazine