Coming across online advertisements has become increasingly common and often, users ask themselves, "How did the website know that I am looking for this product?" Layers of tags and consent to third-party agencies on Facebook or other web domains have made it easy to create targeted advertising such as this, but interpreting this information is a huge feat.
As part of a study conducted by MediaMind, the company went through 350 billion displays ads, from videos to online banner advertising, and found that sophisticated, targeted online marketing campaigns are becoming increasingly popular. However, without having extensive knowledge on how to track impressions from these tags, which is commonly known as an action a customer has taken by clicking the ad, it can be hard to make the most out of an online advertising campaign.
Advertisers are "increasingly interested in very complex targeting scenarios," Nick Talbert, director of product marketing at MediaMind, told Ad Age, an online advertising magazine. "These are people that are really pushing the needle in terms of really sophisticated campaigns."
In the past, marketing agencies used to use one tag per advertisement, but now the norm is two to three tags per post. Between 2011 and 2013, tag use has increased 267 percent, while using five or more tags has increased by 476 percent. Information like brand impact and ad interactions is valuable for future marketing campaigns.
This is another indicator that as online advertising is using more data to attract users, it has the potential to make strong impressions. Companies that partner with Key Media Solutions will be working with a team with extensive knowledge in implementing accurate tags to create high-quality impressions.