The industry is constantly evolving, driven by personalization with Artificial Intelligence (AI) and the use of multi-ID advertising strategies.
In this text, we will explore the main characteristics of performance media and present its perspectives with new technologies.
Characteristics of performance media
Unlike other forms of advertising that focus primarily on brand exposure, performance media [https://dbtodata.com/uk-whatsapp]uk number for whatsapp[/url] is driven by defined metrics and objectives, where advertisers pay based on the performance achieved, such as in the pay-per-click (CPC), pay-per-thousand-impressions (CPM), pay-per-acquisition (CPA), or pay-per-action (CPL) model.
It is completely focused on achieving specific and measurable objectives, such as sales conversions, lead generation, application downloads, among others. Success is evaluated based on data and clear and previously established KPIs (Key Performance Indicators).
Performance Media Examples
Google Ads: Paid ads that appear in Google search results based on relevant keywords.
Facebook Ads: Targeted ads on Facebook, Instagram, and other Meta platforms that use user data for precise targeting.
Remarketing: Ads that "follow" users who have previously visited a website or page, with the aim of converting them into customers.
The Future of Performance Media
Instead of segmenting consumers in a generic way, AI makes it possible to create highly specific micro-segments , even with marketing actions exclusive to a person.
For example, an e-commerce site could display different clothing options to each customer who visits the same page, based on previous purchases or individual browsing style. Platforms like Amazon and Netflix already use AI to recommend products and content aligned with individual preferences, significantly increasing the chances of purchase or engagement.
AI Personalization
In marketing automation, AI enables dynamic audience segmentation based on behavioral data, creating messages that reflect each user’s interests and past interactions. This results in better open, click-through, and conversion rates.
Tools like HubSpot and Mailchimp take advantage of these capabilities to customize email marketing campaigns, adjusting the content, the time of sending, and even the most appropriate communication channel for each customer profile. Such precision leads to a significant increase in engagement and conversion rates.
The growing market for virtual assistants opens up a vast horizon for performance media, harnessing the power of AI to create even more effective strategies.
These tools not only understand user behavior, but also offer suggestions and display personalized and contextualized ads through voice commands, promoting products and services in a more natural and engaging way.
Virtual assistants like Alexa and Google Assistant exemplify this trend by interpreting user questions and providing personalized answers. They can recommend products, provide customer support, and even facilitate the completion of a purchase, making the buying journey more seamless and convenient.
Multi-ID Advertising
Multi-ID advertising is an advanced approach that uses multiple user identifiers (IDs) and login data across platforms to create a more complete and unified profile of each consumer.
Identifiers may include:
Device IDs: Unique identifiers for each device, such as smartphones, tablets, and computers, that help track user behavior across specific devices.
Hashed email addresses: Encrypted emails used to securely and privately identify users across platforms and devices.
App User IDs: Identifiers generated by mobile applications that enable tracking and personalization of in-app experiences.
First-party cookie IDs: Cookies set by the website being visited itself, rather than by third parties, allowing brands to collect data directly from visitors.
Login IDs: Information generated when a user signs up or logs in to a website or service, which can be used to create a persistent, personalized profile.
Multi-ID advertising allows performance media to combine data from different sources to create a more robust and detailed user profile. A single person can be identified by cookies in a browser, a device ID on a smartphone, and an email address on a login platform.
By consolidating this data, it is possible to have a more comprehensive view of the user’s behavior, preferences and purchase journey. This way, advertisers can create messages and offers that are highly relevant at each touchpoint.
For example, someone who viewed a product on a mobile device but did not complete the purchase may receive a targeted ad offering a discount when they access the same online store via a desktop.
One of the biggest advantages of multi-ID advertising for performance media is that it prevents redundant ad delivery. By recognizing the same user across different devices, advertisers can control how often the same ad is shown, avoiding saturation and wasted budget.
Boost your marketing efforts
Performance media, powered by artificial intelligence and multi-ID advertising, allows marketing campaigns to achieve a goal that previously seemed unattainable: creating complex personalized actions for each consumer in a precise way and aligned with the available budget.
Explore all the possibilities of performance media and its advances with MATH. Our experts are ready to help your company take advantage of these resources in your communication and marketing strategies.