For any brand, regardless of industry or region, consumers should be priority No. 1. It’s true that sales are any company’s end goal, but sales—and generating them—depend 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 aren’t already customers.
受众定位的前提当然并不新鲜，但随着可能出现的情况日新月异，营销人员需要与过去 20 多年来一直使用的战术和战略不同的战术和战略。长期以来，可寻址数字广告一直是最常用的目标定位渠道，而随着互联网连接设备和智能电视的日益普及，营销人员现在可以将同样的思维大规模地应用到线性电视和其他 "传统 "媒体中。随着人们对隐私的日益关注，可寻址数字媒体本身也在发生变化，从而带来了一系列新的挑战和机遇。让我们更深入地了解这两个领域。
可寻址技术
Digital has been the predominant channel for ad targeting, largely due to addressability—the ability to deliver an ad to a specific intended target, at scale. While that addressability is an advantage, marketers must note that it doesn’t equate to perfection. Data from Nielsen 数字广告评级 (DAR) highlights that the average on-target percentage of ads across computer and mobile is 63%—even for targets defined by age and gender—targets for which there’s significant data coverage and quality.
这并不意味着营销人员不应该使用数据来接触特定受众。重要的是，他们应该利用高质量、来源确定的受众数据来提高准确性。营销人员还应该加强对目标定位准确性和销售影响的衡量，以便能够比较数据集并评估其价值。
第三方标识符
No discussion of digital targeting would be complete without a consideration of the future state—a world without third-party cookies and similar identifiers. But even in advance of that future state, the current reality is that about 44% of U.S. internet users are already using browsers free of third-party cookies, and many users have already opt-ed out of mobile device tracking since Apple’s IOS 14.5 upgrade. That represents a significant portion of digital users already operating as if third-party cookies and similar identifiers are gone. In a blog post from earlier this year, DStillery noted that in the endstate, up to 90% of display impressions will have no addressable ID attached to them. When impressions are delivered to an unknown viewer, ad performance is at risk.
面对这一日益严峻的挑战，广告商主要有三种应对方法：
- 充分利用第一方数据
- 利用数字视频的可寻址性；这是未来的趋势（CTV、智能电视等）
- 利用优化方面的创新，而不是利用已有几十年历史的情境定位技术
One option is an investment in first party data—working with the data companies that collect directly from people with whom they have a relationship. By using a variety of shared hashing protocols, these first-party data IDs can be matched and, if appropriate rights are obtained, shared for targeting.
要想在这一生态系统中脱颖而出，广告商还必须具备可与用户消费内容的出版商基于个人 ID 的选择互操作的定位功能。这意味着与吸引消费者访问其内容的内容创作者/出版商使用相同的 ID 语言。
从经济角度来看，有效的营销（参与、认知和考虑）也是具有成本效益的。虽然许多市场的广告预算继续回升，但高质量的受众数据对媒体效率至关重要。因此，制定数据战略和激活数据连接是一项至关重要的工作。而许多营销人员仍然受制于缺乏高质量的数据。
Importantly, brands can’t approach targeting in a vacuum, and audiences shouldn’t 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 medium’s strengths. These efforts should be made alongside measurement that can help validate sales and brand lift impact—ideally while campaigns are in flight rather than months after the fact.
For additional insights, download our recent 广告商手册.
