Post on 13-Jul-2020
Using Online advertising to change behavioursJohn-Paul Danon - jp@can-digital.net
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Acme Behaviour Change engine
Programmatic
Reach - news, information portals, social, apps, search
Targeting – Other people’s data - location, demographic, interest/intent
Targeting - Your own data – audience build - nudge
Measure and Optimise – real time, message, audience, channel
Programmatic
Set Rules/Programs
Test outcomes
Refine rules
Invest in best performing rules
Targeting Intervention (being timely)
Interest
Intent
Context
Historic behaviour
Social Pressure
We’ve built it, they’ve come, then they left….
Audience building
Consent
Qualification (make it easy) - capability
Segmentation - motivation
Commitment Devices (make it easy) – 1st step
Time to nudge
Conversion points
Multiple opportunities – 2nd and 3rd outcomes – share, interact
Multivariate messaging – heart before head
Explore and trial
Smoking Cessation
How to target smokers?
Motivation
Power of nag
Multiple opportunities
Foster Carer Recruitment
First party data
Targeting
Myth busting
Looooong term re-marketing
Recycling - WEEE
Timely – Christmas
Easy – Geo
Targeting – Families, Techies
Local Plan Consultation
Hard, boring, time consuming….
So:
Short questions
Remarket at convenient times
Use of animals
jp@can-digital.net@jpdanon
can-digital.net