using online advertising to change behaviours · using online advertising to change behaviours...
TRANSCRIPT
![Page 2: Using Online advertising to change behaviours · Using Online advertising to change behaviours John-Paul Danon - jp@can-digital.net | Acme Behaviour Change engine. Programmatic Reach](https://reader034.vdocument.in/reader034/viewer/2022042911/5f419176195dde673d717e7c/html5/thumbnails/2.jpg)
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![Page 4: Using Online advertising to change behaviours · Using Online advertising to change behaviours John-Paul Danon - jp@can-digital.net | Acme Behaviour Change engine. Programmatic Reach](https://reader034.vdocument.in/reader034/viewer/2022042911/5f419176195dde673d717e7c/html5/thumbnails/4.jpg)
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Acme Behaviour Change engine
![Page 7: Using Online advertising to change behaviours · Using Online advertising to change behaviours John-Paul Danon - jp@can-digital.net | Acme Behaviour Change engine. Programmatic Reach](https://reader034.vdocument.in/reader034/viewer/2022042911/5f419176195dde673d717e7c/html5/thumbnails/7.jpg)
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
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Programmatic
Set Rules/Programs
Test outcomes
Refine rules
Invest in best performing rules
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Targeting Intervention (being timely)
Interest
Intent
Context
Historic behaviour
Social Pressure
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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
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Time to nudge
Conversion points
Multiple opportunities – 2nd and 3rd outcomes – share, interact
Multivariate messaging – heart before head
Explore and trial
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Smoking Cessation
How to target smokers?
Motivation
Power of nag
Multiple opportunities
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Foster Carer Recruitment
First party data
Targeting
Myth busting
Looooong term re-marketing
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Recycling - WEEE
Timely – Christmas
Easy – Geo
Targeting – Families, Techies
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Local Plan Consultation
Hard, boring, time consuming….
So:
Short questions
Remarket at convenient times
Use of animals