Successful advertising hinges on reaching the right people, on the right channels, with the right message. That’s why savvy marketers leverage audiences to target their messaging to reach the people most likely to care about and engage with their efforts.
A big issue is plaguing advertisers: Facebook is no longer allowing advertisers to import certain third-party audience lists into its platform. The move stems from an attempt to shield users from sensitive topics, yet the result has seen advertisers struggle to connect with the public on very real, important issues via the social media giant.
According to Gallup, only 36% of Americans have a positive view of the health care industry, while 41% view it negatively. This leaves those in health care grappling with how to build trust in their individual brands while also combatting mistrust of their industry as a whole. To make an impact and build trust, advertisers make use of personalized ads that speak directly to their consumers’ concerns. This is especially true in health care, where building trust in the industry is of the highest importance. The question is, How can health care advertisers know what is important to Americans in order to build their trust?
Are you an advertiser that manages multiple digital ad campaigns through programmatic ad platforms? If so, you are probably familiar with the demand-side platform (DSP) system, where you can manage multiple accounts through one interface. One of the most favored DSPs for Tunnl clients is The Trade Desk, where you can take advantage of real-time programmatic marketing automation for all of your campaigns.
Today's modern consumers expect a more personalized approach to advertising. In fact, an astonishing 71% of consumers expect companies to deliver personalized interactions, according to a McKinsey report. As a result, in 2022, marketing campaigns that don't deliver personalized ads are not nearly as likely to do well and deliver revenue growth.
Advertisers who work in public opinion and policy know how quickly and dramatically these sectors can shift. That’s why when you need to influence real change, the key people your marketing needs to reach are the ones who can move your message forward where it can be realized into real change: Washington, DC.