Pandora display ads go political, but they’re still just display ads

The more I’ve been thinking about the politicizing of Pandora display ads, the more questions I have. I keep coming up with reasons as to why Demand Signals are a better solution for political advertising than a simple combination of musical preferences and geo-targeting.

For starters, display advertising is a bad idea. Assuming they’re the very best display ads ever, what would be the strategy? Seems to me like the RNC would be preaching to the choir if they simply grabbed the “Garth Brooks” database and served up a bunch of ads to his listeners. Conversely, if I tuned into my Garth Brooks Pandora station and was hit by a Hillary Clinton ad, I might not appreciate the attempt at converting me. I might even send out a tweet like, “OMG can’t believe Pandora display ads. Just hit with a Clinton ad. #sheslookingold”

Why are Pandora display ads such a bad idea? The emergent economics of display advertising is brutal and unforgiving. Conversion rates from display advertising are unpredictable at best, and most often shockingly low. The last thing an increasingly savvy consumer wants from ads and offers is more of the same. That doesn’t mean display ads can’t work, but conversions can be drastically improved by using data derived from fresh Demand Signals. An even better strategy is to use the same data for direct consumer engagement. Ad-buyers like the RNC and publishers need to distinguish themselves from competitors, and bring real value to consumers. This requires a radical approach . . .

IDInteract has solved the problem of realtime customer relevance when it comes to display advertising. It’s a win-win for customers, ad buyers and and anyone else publishing or managing advertising exchanges. Using our proprietary algorithm, we can find out who’s actually “on the fence” about the politician they might vote for, not just make a connection between where they live and what they listen to.

Relevancy + Engagement = Conversion

There are three core concepts that work together to make IDInteract the absolute best solution for your campaign:

First, consumers are engaged because ads become hyper-relevant, in the “moment” that they are researching or actually buying an offering, using the correct multi channel distribution. Second, ad buyers have more confidence that their ads are relevant, engaging and have greater sales conversion using the relevant channels. They have a clearer picture of the market and demand – in realtime. Finally, IDInteract helps publishers and Ad market makers distinguish themselves from the competition. We deal with realtime cookie and click-stream data, both of which we enhance by integrating hyper-targeted information of individuals — based on Demand Signals, not browsers — that drive higher conversion rates.