How Far Will One To One Marketing Go?

How Far Will One To One Marketing Go?
SHARE
THIS



In this opinion piece JJ Eastwood, managing director, ANZ at programmatic company Rocket Fuel discusses how Artificial Intelligence assesses the value in our daily moments.

For decades the seemingly impossible goal for every marketer has been genuine one-to-one communication at scale. Simply put, we have all been looking for the ability to engage individual customers and targets on a personalised basis.

A pretty lofty goal, but one that actually became a reality in recent years with the introduction of Real Time Bidding (RTB). RTB has made it possible for advertisers to automatically bid on every digital ad impression, based on what they know about the individual about to view the ad.

This has meant that first-party data is now more important than ever to marketers, as is the technology to make it actionable.

Meanwhile, on the other side of the fence consumers expect an exclusive, personalised experience tailored to their preferences and needs, no matter where, when or why they are accessing your content. It follows then, that targeting the right individual based on their profile alone is not enough anymore for advertisers.

What marketers actually want right now is an understanding of when the right moments are to connect with consumers.

Focusing on moments means a marketer’s success is going to be dependent on their ability to understand the precise time a specific individual is likely to perform a defined action. In order to do this, marketers need to look at a more complex set of parameters than pure profiles, to make split second decisions about which ad to show on what device, and at what time.

The same customer may be much more or less valuable depending on the context — such things as recent activity, current website or app, time of day, weather, and other contextual factors. By blending this data together with behavioural, demographic and first-party audience information in a single model, it is now possible to effectively score every potential moment of engagement in real time.

What this means is that essentially each opportunity to show an ad is the moment that is being scored. Advanced machine learning algorithms continuously improve Moment Scoring– a term we use at Rocket Fuel – by learning what has worked in the past to inform and enhance the next marketing moment of influence.

Due to the amount of data that needs to make this a reality and the speed of the decision-making, machines are clearly best placed for this job. This doesn’t mean, however, that human input is redundant.

The process of machine learning needs human comprehension, capable of observing what factors come into play when influencing a purchase decision and adapting the parameters, messages and creative in order to fine tune and optimise the results.

In a digitally connected world, the amount of advertising opportunities are increasingly abundant and therefore success is derived from the ability to define the real value of each impression. With programmatic trading marketers can now see individuals up to 100 times a day on various devices, so the questions now becomes how likely are they to respond to your ad in each of those moments?

Please login with linkedin to comment

ACC adapt Anti-ice

Latest News

Apple Ads Spark $16M Lawsuit
  • Technology

Apple Ads Spark $16M Lawsuit

Apple has been fined 10 million euro ($16 million) by Italy’s antitrust watchdog for making misleading claims in marketing material. The case focuses on how waterproof iPhones are after Apple said the devices were water-resistant at a depth of between one and four metres, for up to 30 minutes, depending on the make. The Autorità […]

by B&T Magazine

B&T Magazine
AppsVillage Partners With TikTok To Allow SMBs To Advertise To TikTok’s Aussie Userss
  • Technology

AppsVillage Partners With TikTok To Allow SMBs To Advertise To TikTok’s Aussie Userss

Small to medium sized businesses will now be able to advertise on TikTok through SaaS solutions provider AppsVillage (ASX:APV). APV will allow SMBs to create and manage campaigns on TikTok in under three minutes using its AI software and advertising management platform JARVIS. The partnership makes the most of TikTok’s self-service advertising offering which launched […]

“Jules & Vincent Are Back!” John Travolta & Samuel L Jackson Reprise ‘Pulp Fiction’ In Oddball Christmas Ad
  • Campaigns

“Jules & Vincent Are Back!” John Travolta & Samuel L Jackson Reprise ‘Pulp Fiction’ In Oddball Christmas Ad

Quentin Tarantino’s 1994 masterpiece Pulp Fiction remains one of pop culture’s true phenomenons and still offers up so many iconic moments. Take a new Christmas spot for US financial firm Capital One who has enlisted John “Vincent Vega” Travolta and Samuel L “Jules Winnfield” Jackson to reprise their classic Pulp Fiction characters without once mentioning […]

by B&T Magazine

B&T Magazine
Vancouver, BC, Canada -- August 26, 2014:Close up of a man wearing a Fitbit Flex using the App on an iPad Mini.  The Fitbit Flex is a wireless activity and sleep monitor wristband that promotes activity and wellness.
  • Opinion

How People-Based Identity Will Change The Way Marketers Think About Success

With big privacy changes coming, marketers will soon have redefine success when it comes to attribution, argues Deb O’Sullivan Vice President Enterprise Sales Australia and New Zealand at LiveRamp in this piece. Apple postponing its plan to make IDFA opt-in across devices means brands everywhere are enjoying a temporary reprieve. This deferral to early 2021 […]

Opinion

by B&T Magazine

B&T Magazine
Guide Dogs Australia Launches ‘An Experiment In Trust’ Via Thinkerbell
  • Campaigns

Guide Dogs Australia Launches ‘An Experiment In Trust’ Via Thinkerbell

Guide Dogs Australia is an organisation built on the values of integrity and trust, awarded Most Trusted Charity Brand as part of Australian Reader’s Digest “Most Trusted Brands” for seven years. A new campaign developed with Thinkerbell aims to illustrate this emotion in a powerful and memorable way. The work ‘An experiment in trust’,  uses a […]

Verizon Media Sets Out ‘Advertising For Good’ Agenda At 2021 Showcase 
  • Media

Verizon Media Sets Out ‘Advertising For Good’ Agenda At 2021 Showcase 

Verizon Media has doubled down on efforts to build up the media and marketing industry, as it sets out its 2021 plans across its editorial and technology platforms. Verizon Media is driving the ‘Advertising for Good’ agenda through all aspects of the business, from its independent Yahoo editorial mastheads, market-leading buy and sell-side trading platforms, […]

New Campaign Urges Aussie Ad Creatives To Get Real About Gender Equality Messages
  • Campaigns

New Campaign Urges Aussie Ad Creatives To Get Real About Gender Equality Messages

Hot on the heels of its latest work with Respect Victoria to prevent violence against women, Behaviour change specialist agency, The Shannon Company (TSC), has taken aim at the role advertising plays in gender inequality. TSC communications and digital director, Lily Tidy, said the team collaborated with Women’s Health Victoria to develop the ‘Shequal’ brand […]

MediaSmiths Appoints Jack Geraghty As Senior Account Planner
  • Advertising

MediaSmiths Appoints Jack Geraghty As Senior Account Planner

Independent media agency MediaSmiths today announced the appointment of another Senior Account Planner to its team as the independent agency continues to grow. Jack Geraghty joins MediaSmiths from Mediacom in Brisbane where he was Media Executive. Geraghty also has digital experience, working as a social media and content coordinator for Space Digital and a content […]

DOUBLESTAR CO Turns Technology Stunning With New Brand Livery For Australia’s Own Advanced Navigation
  • Advertising

DOUBLESTAR CO Turns Technology Stunning With New Brand Livery For Australia’s Own Advanced Navigation

To keep pace with their transformative technology, Advanced Navigation turned to DOUBLESTAR CO for art direction, 3D modelling and design help that would capture the value proposition and offering of Advanced Navigation: AIR, LAND, SEA & SUB-SEA for their upcoming campaign “Accurate positioning in the most demanding conditions”. Advanced Navigation’s Head of Marketing Romain Pare […]

Tom Pitney Promoted To Strategy Director At Junkee Studio
  • Media

Tom Pitney Promoted To Strategy Director At Junkee Studio

Junkee Studio, oOh!media’s creative and social agency division, is capitalising on another successful year by announcing the promotion of Tom Pitney to Strategy Director. Pitney will now drive the direction of Junkee’s in-house creative and strategy team, which produces bespoke content solutions for brands to help them tell and share their stories across their owned […]

Norwegian Cruise Line Revives Queen’s ‘I Want To Break Free’ In New Global Campaign
  • Campaigns

Norwegian Cruise Line Revives Queen’s ‘I Want To Break Free’ In New Global Campaign

Norwegian Cruise Line has launched its new global brand campaign, “Break Free,” encouraging travellers to look beyond the confines of 2020 and towards a future when they can reconnect with the people and places they have missed most. Encouraging travellers to revive their destination dreams and make them holiday realities, the campaign which is a […]

Cricket Australia Boss Slams Seven For Talking “Our Wonderful Game Down”
  • Media

Cricket Australia Boss Slams Seven For Talking “Our Wonderful Game Down”

Cricket Australia’s (CA) interim CEO Nick Hockley (main photo) has slammed broadcaster Seven for talking “our wonderful game down”. In a blistering attack on its broadcast partner, Cricket Australia lashed Seven for its ongoing legal stoush as it attempted to exit its four-year deal with the sport. As reported on B&T today, Seven West Media […]

by B&T Magazine

B&T Magazine
TAC’s Christmas Campaign Via TABOO Urges Victorians To ‘Spend It Wisely’
  • Campaigns

TAC’s Christmas Campaign Via TABOO Urges Victorians To ‘Spend It Wisely’

Road safety meets a time-honoured Christmas tradition with the launch today of the Transport Accident Commission’s ‘Spend it Wisely’ advent calendar initiative, developed in close partnership with Melbourne-based creative agency TABOO. The digital advent calendar provides 25 days of road safety tips, plus offers and discounts to businesses throughout the holiday season, to help Victorians […]

Fort Wayne, Indiana - Circa April 2017: Pepsi and PepsiCo Vending Machines Awaiting Repair. Pepsi is one of the largest beverage producers in the world IV
  • Marketing

PepsiCo ANZ Appoints New CMO For Snacks & Beverages

PepsiCo Australia and New Zealand has announced the appointment of Vandita Pandey to the newly created role of Chief Marketing Officer for both snacks and beverages. Pandey comes from Frito-Lay (a PepsiCo company) in the United States where she has spent the last 11 years in roles that span across marketing, corporate strategy, insights and […]

Aussie Music Stars Front New Digital Campaign For Destination NSW
  • Campaigns

Aussie Music Stars Front New Digital Campaign For Destination NSW

A bunch of well-known Aussie musicians have been called upon to feature in a new digital marketing campaign by Destination NSW geared at convincing Australian travellers to take a road trip in the state. Informed by audience insights captured through consumer travel websites Sydney.com and VisitNSW.com, the ‘Road Trips’ campaign uses the top searched items, […]

Why DDB Sydney Is Supporting Advertising Equality Initiative ‘ShEqual’
  • Opinion

Why DDB Sydney Is Supporting Advertising Equality Initiative ‘ShEqual’

In this guest post, DDB Sydney MD Priya Patel (pictured) discusses why DDB is supporting the launch fo shEqual, an advertising equality initiative from Women’s Health Victoria… shEqual, which launched last week, encourages advertisers and agencies to seriously consider the work we produce and how, collectively, we can move away from tired stereotypes and sexualised […]

Opinion

by B&T Magazine

B&T Magazine