Instead of chasing audiences, advertisers should chase content: Dhiraj Gupta, mFilterIt

by Samuel Pordengerg Nov 24, 2022 News
Instead of chasing audiences, advertisers should chase content: Dhiraj Gupta, mFilterIt

A global ad fraud detection and prevention company shares insights on the protection of brand reputation by executing brand safe campaigns and effective management of media spends.

Effective Data Filtration

A consumer can be a tech professional, athlete, or traveler. It is possible that these data points overlap or cut out relevant data points for a consumer. The concern that crops up is how effectively the data is being used. A strategy that doesn't rely on conflicting data points is an efficient one.

Different profiles have different data points across their professional and personal lives, so a lot of dots need to be connected in order to get the right data. As you build those, you can link up profiles into the cohort.

The targeting can be done based on specific codes the brand wants to reach out to. These capabilities are supported by technology and data platforms Are you actually collecting this type of data? Do you have the technology to stream it, clean it, and put it into a usable form so that you can get it quickly? The question isn't whether it's doable or not How are you doing it, and do you have the right technology in place?

Advertising In A Privacy-First World

Privacy-centered advertising and cookie-less internet experiences have not been discussed by the search engine. Privacy-first advertising practices that would come into play in the near future, where no personal-level user data is accessed, shared, or used, and instead, aggregate data is utilized, has been discussed by Meta.

In the cookie-less world we are heading into, we need to come up with a better approach. Audiences we want to reach can be created.

What content would this marketing professional be interested in? She'd like to know what shoes to buy for marathon runners.

If you can segment the content, you can have an audience interested in it. Privacy is much safer and future-proof with it. It doesn't need anything. It doesn't need users to be targeted.

“Instead of chasing audiences, advertisers should chase content that those audiences are consuming, that might be a far easier proposition.”

Dhiraj Gupta

Also Read: How Cadbury Campaigns fuse the ingredient of technology into humane storytelling

Brand Safety On Tech-Driven Campaigns

Artificial intelligence and machine learning are some of the technology used in technology-driven campaigns. While 'My Cadbury Ad featuring Shahrukh Khan by Mondelez India goes on to win a Cannes Lion and almost every other award on Earth', the 'Mann Kiya, Zomato Kiya' by Zomato was criticized for a contextual error. The response to these tech-driven campaigns is dependent on what people think of the brand.

If you talk about chocolates and happiness, and you also talk about hunger and famine, then you're not doing it right.

The problem is that most brands end up using tech from Americans and Israelis who do a good job in English and Spanish. The problem lies in the fact that they don't understand the languages. The ads don't run in the English language, so you can't focus on the English context.

Advertisers want to think local and want to run local, but they still use tech which is Americanized.

Dhiraj Gupta

Advertisers need partners that understand the regional nuances of the country, according to him. Advertisers use that information to make sure that they don't run ads on content that is unsafe for the brand. One post can ruin a campaign. You end up trying to fix it.

Despite the tools and systems in place, there is always room for improvement. Several cases of campaigns on propaganda channels from countries in the middle of a war have been seen. These wrongful online activities are funded by the brands.

Advertisers need to take a firm stance on this and push social media platforms to do something about it. As long as advertisers don't look at it and assume something is happening, then it's ok. Social media platforms will not be able to solve the problem. Social media platforms will be forced to invest all their profits into doing this if advertisers don't accept it. Are they able to fund humans or technology to solve these problems? They are not a loss making company. Are advertisers pushing them to do so?

Awareness + Performance

Advertisers usually have associated set metrics for set campaigns. The practice of measuring a campaign against a related metric is going out of tradition as a lot of traditional ways are being reinvented.

Only the brand or the agency knows if it's a performance campaign or a brand awareness campaign. To transform all of the data into actionable insight, team structures need to be designed in a way that they look at multiple measurement metrics regardless of the nature of the campaign. Performance metrics should be used to measure brand awareness.