Why Can't I See My Ad?
Insights into Digital Ad Targeting Strategies
Author: Jill Enriquez
Date: June 20, 2024
When running a digital ad campaign, a common refrain from marketers is: “Why can’t I see my own ads?”. This question might seem straightforward but in the digital age, the answer is anything but. While spending time in front of your TV, laptop or mobile device at home and being inundated with messages, it’s natural to wonder why you aren’t seeing your company’s ads in the mix. But the truth is, you probably shouldn’t see your own ad because you’re likely not the prospect.
Here are a few reasons you won’t see your own ad:
- The Digital Marketing Landscape is Massive
Whether you are leveraging display ads, streaming TV spots, or other digital marketing options, there are endless possibilities regarding where your ad might appear. Imagine a scenario where you’re running a CTV spot across numerous streaming services and are handed a remote to try to find your TV commercial. What are the chances you’ll land on the right show on the right channel at the right time? The same can be said for display and social marketing – the multitude of locations that ads can appear makes it unlikely that you will run across your own message.
- You Aren’t Your Target Audience
Before the age of digital marketing, seeing your ad could be as simple as passing a billboard on your commute or tuning in to a specific TV show. Now, strategic ad placements mean your campaign’s visibility will be less apparent because it’s tailored to reach your exact audience, at the right time, on the right device, in the right household — light years beyond just a single geographic location or the broad demographic profiles of traditional media.
Are you the target audience that was crafted for your unique campaign? Simpli.fi’s digital campaigns are specifically tailored for your audience based on extensive amounts of data. Even if you personally have similar age-range or geography parameters as your target demographics, it’s unlikely you’ll see your own ads as our targeting is incredibly precise. Similar search or viewing behavior as your target will still make it a challenge. Ad platforms use sophisticated models to track user behavior across countless sites, so a few keyword searches alone won’t make you a target.
Modern digital advertising isn’t about blanket coverage. Rather it’s about precision, making it increasingly unlikely that you’ll see your ad. With the multiple data points that a partner like Simpli.fi can offer you can ensure increased efficiency and impact for your campaign.
- The Impact of a Deterministic Approach
Simpli.fi’s deterministic approach is all about precision and reaching the right person at the right time in the right way. A highly targeted streaming TV campaign allows for that level of precision without waste. However, it’s much less likely that you’ll stumble across your ad compared to linear TV which employs a single demographic profile and broad geo-targeting parameters. Simpli.fi’s deterministic targeting tactics are extensive. Here are a few examples that we employ for digital campaigns:- Detailed Audience Engagement and Contextual Targeting:
Ensuring that ads meet users with specific behaviors such as demographic details, search term engagement, financial history, or within specific page contexts, enhancing the chances of accurate engagement. - Cross-Device Targeting:
Understanding the devices that make up the user journey helps in creating more touchpoints, thereby increasing the opportunity for conversions. With insights into the behaviors of your audience, you can focus impressions on the right device type. At Simpli.fi, we design uniquely crafted media plans based on your advertiser’s engagement needs. - Employment of Frequency Caps
Removing frequency caps may help you see your ad but that increased visibility actually leads to ad fatigue. Repeat exposure to the same ad does not instill brand loyalty and purchase; rather it can turn customers against said brand due to over exposure. A balanced approach is a must to an evenly set marketing campaign, to ensure optimal exposure without overwhelming potential customers.
- Detailed Audience Engagement and Contextual Targeting:
- You’re Not Advertising Where You Spend Your Time
Do you spend a lot of time on your smartphone or Facebook? But you didn’t include those touchpoints in your campaign? While you’re checking out your friend’s vacation photos on social media, your campaign is busy targeting users on their desktops. But you don’t get exposed to your ads as you don’t spend much time surfing on your desktop computer.
Or perhaps you primarily watch live sports but your CTV campaign is hyper focused on premium streaming networks that aren’t a part of your regular viewing. Your marketing dollars are hard at work reaching your core audience – but you’re still not going to see your ad!
Still Want Proof?
Seeing your advertisement as a marketer might provide momentarily satisfying “proof of work,” but digital advertising efficacy is measured by campaign performance metrics, not by one’s ability to spot their ads in the wild. Knowing that, it’s still understandable to yearn to see your work in action!
While there are many reasons this may not happen as discussed above, there are many proof points that your campaign is hard at work with Simpli.fi by leveraging success metrics such as online visits, in-person visits to store fronts, reach, frequency, and more. Regardless of the measurement for success, this data provides a much more transparent view of campaign impact and success.
Want to continue the conversation?
Contact your Simpli.fi representative, fill out the form below, follow up on social media, or email us at hi@simpli.fi for next steps.
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