5 Ways to Leverage Intent Data for Display Advertising

 B2B buyers aren't new to the Internet. If you questioned a consumer about the most recent advertisement they saw, you'd probably receive a blank face back. Why? Because of a condition known as ad blindness.  

Ad blindness is a type of selective attention in which site users disregard information shown in banners. This can be done intentionally or unintentionally and is commonly done to avoid dealing with adverts that disturb the user experience.  

To fight ad blindness, businesses and high-growth organizations Precision intent data is being used by B2B organizations to reach out to prospective buyers with more personalized marketing and messages. Precision intent data from Intentsify is the first and only intent data solution that uses natural language processing (NLP) to properly calibrate intent models to your specific company offers, messaging, and use cases. Providing dynamic, timely, and relevant display adverts, may help marketers break through the noise and produce higher ROI in digital advertising. 

Here are five tried-and-true methods for combating ad blindness with precise intent data. 

1. Individualization 

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Your buyer's requirements are continuously changing, and their attention span is limited. Cut past ad blindness with personalized dynamic display advertising that is as fluid as the interests and purchase stages of your target accounts. Precision intent data-driven dynamic advertisements may adjust the ad experience depending on each target account's changing research activities and purchase stage to give a more personalized, relevant experience that combats ad blindness.  

2. Specification

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Nothing is more infuriating than wasting valuable advertising dollars and resources on irrelevant audiences. This is not only inefficient, but it also harms your brand equity and confidence with prospective purchasers. Precision intent data identifies the correct accounts to target and calibrates communications to your unique offers and value propositions based on subject, keyword, and product weighting, ensuring that every dollar spent is efficient and successful. To avoid ad fatigue, target audience groups based on your target account list (TAL), purchasing stage, subject, competitive strategy, website visits, content downloads, and more.  

3. The timing

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Many advertisers are surprised to learn that prospects aren't always in the market to buy their items. 

Timing is crucial. Precision intent data alerts you when target accounts are in-market and in the middle of a purchase cycle, allowing you to send personalized advertising to the correct audience at the right moment for maximum efficacy and the highest return on investment. 

4. Importance 

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Ads that are irrelevant or spammy have no place in your marketing plan. Buyers are more likely to view and even click on advertising that is relevant to their interests. Precision intent data provides marketers with unparalleled granularity in identifying in-market accounts, their buying stage, and the problems they care about, allowing them to produce personalized advertising that resonates with buyers' interests and journey phases. 

5. Measuring

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You can't optimize performance until you analyze, analyze, and generate insights from your ad programs, whether your goal is brand recognition, engagement, or conversions. Display advertising reporting from Intentsify provides full visibility into how target accounts interact with your ads and how to best optimize performance and spending over time, allowing you to get the account, creative, and persona-level metrics you need to improve targeting and messaging in-flight to drive ad impact.  

 

Ad blindness is here to stay. B2B organizations must develop strategies to differentiate themselves from the crowd by utilizing buyer intelligence to prioritize accounts, offer personalized and relevant advertisements at the correct moment, and assess campaign impact to optimize performance. Through a smooth full-funnel buyer experience, successful B2B teams will outperform competitors and improve their brand value.