您需要从数字广告支出中获得更多收益吗？采用上下文对齐

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最近对 eBay 广告的一项研究发现，数字品牌搜索广告的效果被高估了 4,100%。对 Facebook 广告的类似分析得出了 4,000% 的结果。

If those high figures make you wonder if you are wasting far too much of your company’s advertising dollars on targeting the wrong audience, Dr. Jorge Barraza, professor of applied psychology at the University of Southern California, can offer you some solace on doing precisely that.

他同意当前的研究结果，即许多数字广告商在瞄准已经忠诚的客户群上花费过多，而不是利用新的渠道。但请放心。他制定了一项计划，帮助广告商吸引通常不会购买其产品的消费者。

巴拉扎主张使用上下文对齐原则来帮助公司充分利用其数字广告支出。他在昂贵决策背后的心理学方面的专业知识使他了解一些有关数字广告商如何与新消费者群建立联系的事情。

Barraza’s work focuses on the neurophysiology of emotional states and decision-making and motivations of costly behavior. He argues that contextual alignment is integral to consumer engagement with new brands.

“We found that contextually aligned ads were 93 percent more memorable than misaligned ads…there is a clear benefit to aligning ads with congruent content, rather than simply placing ads where there are larger audiences,” he told CRM Buyer.

学习研究

Much of what Barraza’s own research confirms is that two principles of traditional advertising do not work reliably well for the rising tide of digital advertising taking place today. In fact, his research puts a pin in the bubble inflated by typical ad sales folks. Two pins, maybe.

Those two bubbles form the basis of advertising jargon and sales rules known as “lift” and “conversion rate.” The explanations are simple. Marketing representatives sell ads with the premise that they will generate behavioral change in buyers called lift. Ad sellers gleefully point out how the sales number increase after customers viewed the display ads, a process called conversion rate.

Barraza last year participated in a specialized research project testing the effectiveness of contextual ads. That research was partnered with Channel Factory and USC’s Applied Consumer Psychology department to survey 354 respondents. The goal was to better understand brand awareness lift and attributes such as shareability, engagement, entertainment, credibility, and believability that contextual alignment creates.

除了品牌知名度显着提高之外，研究还发现，与错位广告相比，消费者更有可能考虑某个品牌（4.11%）并分享（3.24%）与内容相符的广告。

巴拉扎表示，所有研究都表明，将广告与一致的内容结合起来，而不是仅仅将广告放置在更多受众聚集的地方，会带来明显的好处。

全渠道营销活动

Though not involved in any of the psychological underpinnings Barraza’s research unraveled, Callum Campbell, CEO of enterprise commerce automation company 林工厂，发现这些结果非常有意义。它与大流行引发的购物转变后需要轻松经济的概念相关。

这种转变使消费者对数字广告直接面向消费者的购物产生了更多需求。他告诉 CRM Buyer，它提供了另一个出口。

“So as more brands go direct-to-consumer, they need to sell on their own web store as well as on marketplaces. They also will need to be on social outlets. Brands will be going after customers for different types of experiences on those platforms,” he explained.

这一新流程以及数字广告的成功将影响数字广告支出。坎贝尔说，它们都是整体战略的一部分，即商业平台供应商所说的整体商业。

“The idea that different channels serve a different customer need and maybe the same customer in a different environment with a different type of posture towards a purchase,” is key to generating better digital ad spend.

交叉因素

Barraza’s area of expertise is the intersection of emotion neuroscience and decision making. Much of the work he has done has focused on consumer behavior.

了解品牌如何与受众沟通，特别是那些正在为新目标而改变行为的受众。在这个过程中，你会看到很多习惯在改变。他解释说，因此人们要么被介绍给新公司、产品或品牌，要么能够以某些方式重新思考它们。

“Advertisers are spending too much time targeting the wrong segment of the audience. We are targeting people who already are tuned into the product, and they (advertisers) need to change the approach on how they are marketing,” said Barraza.

从本质上讲，数字研究的新领域需要关注广告商可以采取哪些措施来让目标受众大脑中的突触适应他们不喜欢的内容。他指出，通常情况下，营销人员心中只有几个潜在目标：形成受众的看法、改变受众的印象，或者成为人们的首要关注目标。

“So, in either of those cases involving the elements of attention, memory, and emotion, when advertisers are retargeting in the digital space there has not been much attention to that,” Barraza added.

完善测试

营销人员仍然使用的数字广告效果测试类型来自非数字知识经验。 Barraza 表示，它们通常涉及 A/B 测试，你只需扔掉内容，看看它们获得了多少点击。

“Well, if you are forming those kinds of advertisements and selecting the advertisements by the number of clicks they get, basically it is getting the clicks from the people who are already selecting those things,” he said.

相反，你需要做的是真正跟踪不同的数据，不是根据它们获得的总印象数，而是根据事物获得的新印象数，他反驳道。这意味着确定您是否正在通过这些特定的营销方法进入新市场。

例如，巴拉扎解释说，当广告的印象数较少时，看看它是否实际上可能会更好，但这些印象正在进入新的市场、新的闪闪发光的细分群体，这些群体可能会对你以前用这种经典方法未能达到的感兴趣。

广告支出评估

Marketers should keep in mind certain key questions when they aim their digital ads for the right recipients. Oftentimes they should not target people that do not need to be targeted. Whenever you’re going after new audiences, there should be clear goals in mind.

Barraza 建议营销人员在定位您的数字广告时应重点关注以下事项：

这些是新观众吗？
这些人是不向您购买产品的人还是不认识您的人？
您是否正在形成对您的品牌或产品的观点或态度，或者您是否正在改变印象？
这群人真的不与你和品牌互动，因为他们没有把你放在首位吗？

巴拉扎还建议问问自己，您的数字广告是否能够引起受众的共鸣，从而吸引受众的参与。观众可能很情绪化，或者广告可以暗示您想与他们建立什么样的关系。

“Getting people’s attention is difficult in this age, and really getting attention may be about resonating with the audience in a particular fashion,” he concluded.