Blog post By Paula Chiocchi on 2023-07-05
Display ads offer visual appeal for the marketing mix, with the convenience of showing up where people are already—on websites, social media platforms, and other digital channels. It’s an impactful channel, but it can be costly, and every impression counts. Accurate audience targeting in display advertising is therefore critical: it minimizes wasteful spending, maximizes the chances of engaging with the right prospects, and optimizes your return on investment.
Thankfully the power of deterministic intent data allows advertisers to dramatically elevate display ad targeting accuracy. It enables them to serve their ads to prospective buyers who have already demonstrated a specific interest in their brand’s products or services based on digital activity, such as Google searches or clicks across various websites.
Always on the cutting edge, our team at OMI is proud to share that we are now offering deterministic intent data as part of our product line. Our aim is to drive greater accuracy and success for our clients’ display ad campaigns. While our existing intent data tool continues to dominate email acquisition campaigns (more on that below), the new tool is purpose-built for display advertising. From my perspective, it is a game changer.
Here are four ways deterministic intent monitoring data drives display ad success:
More identifiers = more accuracy: Our process with both of our intent tools begins with a collaborative effort with clients in which we determine the specific search terms or general topics we will zero in on to uncover in-market prospects who align with their offers. But each tool works differently.
Deterministic digital intent monitoring uses matching algorithms to uncover unique identifiers all the way down to the device ID level. This allows brands to anonymously identify individual decision-makers associated with the devices being used to perform searches and other relevant digital activity. In addition to the device ID, deterministic methodologies leverage IP addresses, hashed (encrypted) email, cookies, mobile device IDs (MAIDs), and more to ensure the highest levels of accuracy when identifying the end user or prospect. This information also provides advertisers with a more complete view of the prospect, which supports improved personalization.
My team and I are excited to see our clients utilize our new deterministic tool to achieve better targeting, personalization, placement, and timing in their display ad campaigns and, ultimately, drive higher ROI and business growth. Please reach out to us for a demo or to register your interest.
At OMI, we believe good things happen when you share your knowledge. That's why we're proud to educate marketers at every level - in every size and type of organization - about the basics of email marketing and the contact data that powers it.