“Audience extension” uses technology that allows digital publishers to generate revenue from their web traffic, allowing advertisers to reach their target audience far beyond the company’s website. Through audience extension technology, publishers can track their website visitors, allowing advertisers to serve ads to the specific audiences on different sites as they continue browsing the web.
This allows the company to reach its audience far beyond the corporate website. Through audience extension, advertisers are able to identify which audiences they anticipate targeting to based on the type of users visiting a particular website.
This technology has become important for both publishers and advertisers. It allows them to reach a specific audience that is of major interest while creating a mutually beneficial relationship between the two.
Advertisers are asking publishers for advanced targeting data rather than having to go through third-party data sets. An advertiser is then able to provide users with a higher quantity of advertisements across the web rather than flood the publishers’ site with banner advertisements.
The practice of audience extension allows the advertiser to place advertisements on numerous sites in a variety of ways, which in turn, create a lasting impression on the target audience.
Collaborations between The New York Times and Netflix promote the series “Orange Is The New Black” demonstrate how mutually beneficial audience extension is for the two brands.
Publishers are starting to realize how valuable their audiences are through technology such as audience extension. The data that is being passed between publisher and advertiser remains the same, while the audience that is being reached continues to grow.
Online user experience will become more personalized as services such as audience extension continue to grow. It will become customized to the user through likes and dislikes, with advertisements that are more relevant and useful for the customer.
Data plays a critical part in marketing your brand. It provides insight into your target audience and helps to focus your advertising efforts. Your campaigns can only be as beneficial as your data is accurate.
It’s vital to make sure you’re collecting data in a way that’s precise and useful to your business. Just a few simple changes can make your data collection more serviceable.
Data collection concerns:
- Don’t ask for too much information. Users are wary of giving out information that they feel is unnecessary or invasive. To avoid this, give succinct explanations of how the data will be used.
- Avoid using outdated technology. Information forms that look outdated can appear untrustworthy to users. Whatever form you use to collect data should still be consistent with the rest of your site. It should appear simple and professional.
- Be sure your form fields are efficient. Form fields that require specific formatting, like phone numbers or drop-down menus that don’t offer enough options can cause frustration for users and inaccuracies. For example, users who can’t find their occupation as an option in a drop-down menu are likely to choose another occupation that doesn’t accurately represent them.
- Validate your data. Although data validation can seem monotonous at first, it’s extremely important. If a user accidentally submits the wrong information, it could lead to complications down the road or an inability to provide quality customer service.
- Not giving enough incentive for providing information. LinkedIn is a spectacular example of offering a valuable exchange for information. As users add more information to their profile, they can look for jobs that better fit their experience or connect with other users that are closer to their industry.
The common theme throughout each of these concerns is the act of not looking at the big picture. For example, offering a drop-down menu might mean less work for you, but it also means less accurate data. Be sure that your form facilitates your function.
Thoughtfully formatted documents communicate trustworthiness and professionalism. When making changes to the way you collect data, it’s important to think about the larger scheme of things. What changes will be more beneficial to your organization further down the road? How can you make it easier for a user to provide information? In the end, it’s accuracy that’s going to provide you with the best results.