An exploration of the convergence of technology with behavioural and contextual, content-based targeting is now available on catch-up
Mumbrella Bespoke and Quora’s webinar which explored the convergence of technology with behavioural and contextual, content-based targeting is now available on catch-up.
With approximately 350 million monthly visitors, across 24 languages, Quora is a platform with reach and relevance. In Australia alone there are over 10 million monthly visitors, equating to roughly 50% of web users in the country.
In this insightful webinar, The Next Phase: Behavioural Targeting, Gurmit Singh, Quora’s general manager – APAC and Rob Pardini, WPP Analytics managing partner and WPP AUNZ chief data scientist, discussed the role that technology and in particular artificial intelligence and machine learning will hold in further unlocking online ad targeting.
The webinar also hears from Quora’s AUNZ business head, Nitin Patil, and Quora’s head of customer success for AUNZ, Anjul Tyagi, who share their insights on what the best ways to leverage Quora’s audience, ad structure and targeting options are to deliver ROI on advertising dollars.
According to Singh and Pardini, one of the key issues facing all advertisers in the coming 12 months will be the end of third-party cookies. Fortunately, Quora has first-party data on all of its users, which can then assist advertisers to target desired customers, either via their behaviour or their interest.
Quora is a one-stop shop for knowledge that would otherwise be fragmented; with approximately four million topics available on the site today. With people-based targeting or behavioural targeting brands are able to show ads to users based on interests or retarget them based on their history of behaviour. When targeting by interest, brands can reach users who have engaged with specific topics by reading questions, voting on answers, or other interest-based behaviours. Lookalike targeting allows brands to cast a wider net by targeting users that have similar attributes to an advertiser’s existing audience.
When it comes to contextual, content-based targeting, brands are able to show ads relevant to specific topics, keywords, or questions. On Quora, for example, question targeting is an incredibly granular form of targeting that shows ads on specific questions, allowing brands to tailor their ads specifically to that content.
As Pardini explained in the webinar, customers increasingly want and need advertising to be complementary, integrated and not intrusive. He said that for advertising to be effective in the long run, it needs to enhance the consumer experience. It’s not just about the relevance, contextual relevance is grounded in enhancing the consumer experience.
Similar to Singh he recommends advertisers have a data strategy set on building first-party data, or partnering with a platform such as Quora, that provides that data.
While having data is one step in managing advertising targeting, Singh said that the other key aspect is interpretation of the data to ensure that the user and the ad are aligned. Thankfully, Singh says on the webinar that AI is improving by the year, and interpretation of the data will continue to improve with it. He added that he expects “big improvements” to come in the interpretation of data in the next five years.
Quora offers users a variety of ways to interact from browsing topics, to asking questions, or making comments. The platform has seen an annual growth of 140% in topics related to technology, along with a 58% annual growth in topics related to education and career. Media and entertainment has also seen an impressive growth rate of 52% annually.
For advertisers, there are also a multitude of options available to reach and interact with potential customers, according to Tyagi. Major types of ad formats on the platform are text ads, image ads, promoted answers and lead generation.
While each format interacts differently with the audience, Patil said that because Quora is such a vast platform and has the ability to target an audience across topic targeting, keyword targeting, question targeting, behavioural targeting and characteristics such as age, gender or location, the platform can be used to address the full funnel of marketing needs.
This means that brands can use different combinations at different parts of the consumer funnel on the platform to achieve the desired campaign outcome.
This webinar is essential viewing for marketers who want to accelerate date driven content-led strategies and drive new interactions with customers in a targeted and relevant way.
Register, or log in to catch up here.