Certainly, programmatic advertising is effective on many levels, otherwise companies wouldn't be using it. However, it can also achieve the opposite effect, actually causing consumers to feel uncomfortable about your products or services if they get the impression that their privacy or time is being invaded.
Even though programmatic advertising requires a massive amount of data collection, using this data subtly is the key to success. In order to avoid crossing the thin line between effective and invasive, let's take a look at the finer details to better understand this form of marketing.
What Makes Marketing Feel Intrusive?
Whether it's on your smartphone, your favorite website or commercials on TV–intrusive-feeling marketing is everywhere. Yet, what one person considers to be invasive, another person thinks of as a relevant or helpful advertisement. And that is where programmatic advertising gets a little complicated.
For example, Campbell Soup Company recently announced a new marketing campaign that will suggest recipes based on your tastes and preferences. The new app (A.K.A. “skill”) has been integrated with the Amazon Echo device, a tubular speaker system that allows the user to “Ask Alexa” for news updates, sports scores and weather conditions for instance.
Campbell's Kitchen offers five recipes to the user after considering current food trends, current weather conditions and the user's profile. The recipes will then be sent to the user through e-mail or another delivery method indicated by the user.
Even though many might enjoy getting personalized recipes sent directly to their e-mail, others might find it annoying that various bits of their information is collected in order to send unwarranted emails that contain recipes they may or may not like.
Are TV and Radio Hitting Too Close to Home?
Programmatic ads for TV and radio have also become increasingly common, with companies like iHeartMedia and Google Fiber leading the way. With more than 850 radio stations and access to a large pool of data on its listeners, iHeartMedia is changing the way advertising is bought and sold in radio as a result of its recent collaboration with Jelli, a programmatic advertising network. Now, advertisers are able to buy ad space that is highly customized to their specific audiences.
The goal of programmatic TV and radio ads is to stop consumers from skipping over commercials by strategically placing the right advertisement in front of the right person. But once again, this method will only work if the viewer doesn't feel inconvenienced or invaded by the advertisement.
Even though every business wants to reach its audience in an effective, meaningful way, many of them struggle to follow through in their marketing efforts. Programmatic—or intrusive—advertising is not a golden ticket to marketing success. But if you consider how it will play a role in the current market you can help build your brand and your bottom line by developing the most useful marketing campaign tailored to your needs. Give Marketing Architects a call when you’re ready to do that!