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How to Deliver Relevant Content to the Right Person at the Right Time

In his latest video series, StackAdapt Co-Founder & COO Vitaly Pecherskiy advises travel marketers on all things native advertising, including how to reach relevant audiences with the right content at the right time, something programmatic advertising is specifically designed for.  

“There’s never a silver bullet [when it comes to] what can help your business grow,” states StackAdapt Co-founder and COO Vitaly Pecherskiy.

“I think it’s a combination of many things,” he continues, “Obviously, it all starts with delivering a really good product or service, at its core. The way you treat your customers. The way they share their experiences with their friends, that’s where it all starts.

But once you have that nailed and you really feel like you’re delivering value, the next step is trying to capture this magic and share it with people who have maybe never been exposed to your brand. That’s where content marketing can really play a huge role.”

According to Pecherskiy, even the best content marketing is only as good as its distribution plan: “Once you capture this great content, how do you actually get it to relevant people?”

There are plenty of brands who tell amazing stories and deliver clear value, and they simply can’t understand why consumers aren’t flocking to their site. The thing is, organic content discovery today is all but non-existent… There are simply too many videos, too many blog posts, too many visuals to garner significant traction without help.

Even social media distribution is not guaranteed unless you “boost” a given post. When it comes to content discovery, it pays to have a solid plan of action, including a budget and sophisticated targeting technology both within and outside of social media.

There is only one technology that can overcome the challenge of scaled content distribution across the Internet’s 4.3+ Billion web pages: programmatic.

We’ve written on the benefits of programmatic technology here. The following are three major ways of using this technology to target the right people at the right time with relevant content:

1. Intent-Based Targeting

Intent based targeting is based on recent browsing behaviour. It solves the problem of reaching consumers who haven’t heard of you but who are in the market for your product or service. Using machine learning and natural language process, these targeting pools are made up of high quality, transparent audience segments that have been meticulously vetted, and reach users after they have shown intent, not before.

2. Dynamic Retargeting

Dynamic retargeting is a powerful personalization engine that can help bring users back to the exact product or service they have recently shown interest in. This targeting technology empowers advertisers to set up advertisements personalized to audience browsing behaviour.

Customers showing high purchase intent are captured and dynamically retargeted with a customized native ad (i.e. image, headline, and copy), bringing them back to the product page that grabbed their attention. The entire process is automated, meaning a single pixel will have native retargeting scaled across an advertisers entire site.

3. Contextual Targeting

Contextual targeting is exactly what it sounds like: advertisements targeting a whitelist of contextually relevant websites. As Adworkshop Digital Director, Brandon Mallory, points out, “If there’s a skier on a ski site reading a ski article, it’s much easier for me to get them to come read about skiing because they are already trying to consume.” Where you reach your audience is especially important when it comes to native advertising. Reach them when they’re in consumption mode, and they’re more likely to engage with your native ad.

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