The Hot Topic - Secure Engagement
By Ari Jacoby, CEO
It is an exciting week in New York City. The past two and a half days have been jam-packed with inspiring talks and fun events as the advertising industry comes together to discuss the latest technology and issues in the business.
A common theme is the importance of real, meaningful engagement. In today’s social-connected world, it is easier than ever for brands to “talk at” consumers, but increasingly harder to truly engage real consumers in a memorable, consistent manner.
Scaled first party data makes linkage and match-based targeting possible outside of social media, and there are tremendous strategic opportunities in that vein. Cognition based marketing takes that targeting one step further, allowing marketers to put their message in front of the right consumer (at the right time), such that there is the guarantee of message comprehension. Performance-based branding is therefore a hot topic this week - there is no clear winner in the brand advertising space and my sense is we’re about to see a commercial brawl for those dollars!
There’s also a ton of chatter around security and bot protection, in consideration of effectiveness metrics: a secure audience greatly outperforms generic, insecure media buys. In that light, we recently re-evaluated the benchmarks by which we assess our cognition-based secure media campaigns and found that consumers are 14 times more likely to recall a brand message after having engaged with it (as opposed to seeing it in a display ad). We’ll be releasing the rest of the updated benchmarks later this month.
Another big takeaway is that there are a bunch of companies pushing data that is marginally interesting, with very little differentiation. Behavioral ad targeting data is semi-useful, but nowhere near as valuable as deterministic data sets that enable marketers to securely focus on real, in-market consumers with declarative intent.