WHAT YOU CAN LEARN FROM YOUTUBE'S ADVERTISING CRISIS

YouTube has recently received backlash from advertisers who have learned their product advertisements were being shown alongside derogatory content they did not agree with. To add insult to injury, many video creators receive profit from the advertisements that are served on their videos, meaning companies have unknowingly been paying to “support” extremely controversial content creation. As a result, several large companies pulled branding from the platform’s videos and forced YouTube to take action and make changes to its targeted advertising structure, as well as how content creators are paid.
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These advertisers want to target their content to specific audiences, and they want YouTube to provide a means to do so. Although YouTube has made recent changes to remedy their recent crisis, they still market to the masses, allowing ads to be served up anywhere and to anyone watching videos on its platform. This means its brand advertisers are still paying to be in front of irrelevant audiences.

As an organization sending mass volumes of business-critical documents, you have the power to individually impact every customer through your communications. Here’s how:
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• Personalized messaging. Most digital platforms are moving towards true personalization, an experience where every interaction and every bit of content is automatically tailored to each individual end user. Localytics data shows that personalizing campaigns through targeting doubles click-through rates and triples conversion rates. An easy way to easily personalize campaigns is through Dynamic Messaging.

 

• Dynamic messaging. Dynamic messaging provides you with the ability to present strategic messaging to targeted groups of people. Instead of setting up hundreds of campaigns and manually personalizing messaging, you can set up one campaign and dynamically insert personalized information. With dynamic messaging, you can create one message and set rules for the personalized data to be pulled into the messaging in real-time! This is the most efficient way to create personalized experiences for customers. And unlike YouTube, you will have the ability to maintain control of messaging and specify content that goes to each of your customers.

 
Conclusion
You have so much customer data at your fingertips- it’s time to put it to good use! Age, income, geographic location, and marital status can help you deduct if your customers are eligible for other services or affiliate marketing. Contact Lanvera today to learn how we can help you learn from YouTube’s crisis and gain control of your communications by incorporating personalized, dynamic messaging into all your business-critical documents.