As the rest of the country is scouring for notebooks and colored pencils, September in the city means only one thing for New Yorkers: Fashion Week. Since the beginning of the month, our Instagram feeds have been flooded with models wearing backless loafers covered in horse hair, adorning their accessories with leather stickers shaped like stop signs and lightning bolts, and adding charms to their bags that look like furry monsters. I echo Jay-Z’s sentiment in his song, Tom Ford, “spent all my euros on tuxes weird clothes,” and it’s those furry monsters that have me running to Jeffrey to drop a paycheck on a key chain.
Well, not exactly running there. The vast majority of luxury window shopping today occurs online. When you can’t get an investment piece out of your head, you search it on the web, where you’re then hit with ads of that bright-colored-poof-ball while you’re reading blogs about sensible spending in your 20s. Like clockwork. The aforementioned scenario is an example of retargeting, which was an innovative practice to get consumers back to your site and convert to a purchase.
But, move over retargeting, because there’s a new trend in town: persistent placement.
Let’s be honest, our favorite websites largely rely on the money earned from the real estate sold on their pages to advertisers. Like the digital industry, marketing techniques are constantly evolving and becoming more interactive. Cue persistent placement.
Brian Morrissey from Ad Week helped us understand that persistent ad units are unlike typical banner ads, where users have the ability to zoom by when scrolling down the page or moving on to the next. Persistent data units stay on the screen, occupying a border at the top or bottom. This means more views for the advertisers and less time between pages for the user.
According to The Federal Trade Commission’s Consumer Protection Director, Jessica Rich, “For years, the online ad industry has collected detailed information about people’s activities as they search, shop, and interact online, and has used complex data analyses to make predictions about individuals and their likely behavior. The goal is to provide advertising that is more relevant to a particular person’s interests and more likely to lead to purchases.”
At Yashi, we believe that where you live, work, and play dictates your purchase patterns; which is why we adopt a two-pronged approach to targeting based on behavior and location. This anonymized data, my high-fashion friends, is what ensures you’ll see an ad for Fendi instead of Kohl’s.
Get Your Ad in Front of Your Consumer, and Keep it There
Utilizing persistent data allows us to combine our programmatic knowledge from the dozens of premium data providers that is integrated into our platform with the power to keep your ad locked on a consumer’s screen, expanding when it’s hovered over. These practices go back to the roots of advertising that we’ve known for decades through television: if you allow enough frequency and show an ad enough times, it will eventually sink in. Digital advertising connoisseur Martin Green believes that persistent placement is key to making advertising work in social environments because users need to be exposed to ads for at least 30 seconds. His research has found that time with an ad represents fully half of the likelihood a user will interact with an ad, equaling the combined effect of factors like creative, targeting and format types.
So, why not get your ad in front of the audience it resonates most with and keep it there? If you’re interested in capitalizing on persistent placement for your brand shoot us a message, we’d love to learn more about your current online advertising initiatives and show you exactly how our platform works so you’ll be able to understand how Yashi can improve your campaigns. In the meantime, I’m going to Jeffrey!