Data makes the digital advertising world go ‘round, and increasing numbers of marketers are turning to user demographic data to target their ad campaigns. In 2015, the top priority for digital marketers in the UK and US was creating campaigns based on deeper understanding of audiences. When publishers utilize demographic data about their app users, targeting the right people becomes easier.
In order for publishers to remain competitive in the data-driven ad market, they must be keenly aware of all possible measures to increase value for advertisers. This includes more than just traditional demographic information. Zuzanna Gierlinska, Director of Data Management Platforms at Oracle Marketing Cloud, says, “[publishers’] audiences need to be defined with data and insights that go beyond their own boundaries…going deeper into users’ interests, intentions, and demographic composition.”
But more than just capturing demographic data is sharing it with advertisers. If you’re a publisher looking to sell ad space, you shouldn’t be conservative in sharing your user data. It’s simple: sharing demographic data works in your favor to attract more advertisers. Here’s why.
Data as a currency
“[Advertisers] want more of the right people; they want them engaged, and they want it all for $10 a week,” says Robert Keenan of Edgell Communications. That being said, data is like a currency for publishers staying ahead of the game.
Because digital advertisers are continuously looking to improve their ad targeting, publishers can use data to attract advertisers and provide them with increased value in adspace. Cutting costs for advertisers leads to increased sales for publishers; similarly, a nicely targeted ad can be sold at a higher price point, thus increasing publisher earnings.
Advertisers no longer just expect publishers to provide an audience for ads; they expect publishers to deliver expertly-targeted inventory that can generate sales-ready leads. And it’s no wonder why: According to PewResearch Centre, just 23% of consumers who share their data believe the resulting ads are “highly relevant” to them. In fact, 61% of US adults who share data disagreed that “online services are more efficient because of the increased access they have to my personal data.” Sharing data, then, leads to better performing, more engaging ads for users that can rack up leads.
Strong partnerships between publisher and advertiser
The consolidation of sharable data is a powerful tool for communicating strategies with both clients and partnership brands. Many publishers are now using Data Management Platforms (DMPs) to organize their user data in an actionable and meaningful way, so it’s ready to present to brands looking to boost reach and revenue.
Combining first-party demographic data with third-party data, especially, can paint a valuable picture of target audiences. When you disclose as much information as possible, advertisers are able to discern whether or not your inventory can maximize their payouts. This leads to more long-term, effective partnerships.
It’s also important to consider the players further down the data chain – the consumers – and how they share their data. The Consumer Data Value Exchange found that “people who enter into a willing and well-informed data sharing relationship with brands offer those brands far greater value going forward.” Consumers are willing to share their data “in exchange for digital services, or a more connected lifestyle,” says Exchance Wire. This appears to be intelligent way to approach the subject that satisfies both sides: communication and trust is key.
Up until now, the European Union has been working with data privacy laws dating back to 1995 – well before big data began impacting all aspects of consumer lives. The governing body has now given priority to devising a new set of data protection laws, and regulations will likely change in the next few years to help all players in the ecosystem better navigate their rights when it comes to data.
While consumers have historically been concerned with issues related to privacy, times are changing. This is producing more relaxed attitudes toward data sharing, which can ultimately lead to great things for both consumers and brands.
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