GroupM's Chris Keenan recently highlighted the critical importance of micro-moments in advertising, emphasizing that reaching the right audience isn't enough – brands must also connect at the right time and in the right context.
We couldn't agree more.
As Keenan points out in an ExchangeWire article, poorly timed or irrelevant ads can lead to annoyance and disengagement, ultimately damaging brand trust.
The challenge lies in effectively delivering the right ad to the right person, in the right place, and at the right moment.
Audience Data + Real-World Contextual Information
Imagine receiving a coffee ad during your morning commute or a travel offer when it starts to rain. This level of contextual relevance has been difficult to achieve – until now.
Next-generation targeting leverages these "micro-moments" and allows brands to connect with consumers in the most relevant ways.
By combining audience data with real-world contextual information like weather, local events, and nearby promotions, brands can create ads that feel less intrusive and more aligned with consumers' current experiences.
Beyond Third-Party Cookies
As Keenan notes, cookies were never a perfect solution, and many advertisers were already exploring alternatives. The shift away from cookies has accelerated the development of privacy-compliant targeting methods - with pioneers like GDR leading the way to geo-key indexed audiences from a deep understanding of the spirit of data privacy.
Keenan states that:
New technologies also mean that combining disparate sets of data is becoming increasingly practical. One method is to translate a dataset’s variety of geo-granularities, such as lat/long, street address, postcode, or city/state, into a geo-spatial index called H3. H3 partitions the world into hexagonal cells allowing for other audience data sets to be indexed against those geo-keys. At GroupM, we’re already wielding these new data types and capabilities to huge success.
Leaning On Advanced AdTech
How GroupM has successfully implemented this approach is demonstrated in their work with KFC. When KFC launched its nationwide delivery service, GroupM employed a multi-layered data strategy, integrating diverse datasets into a cross-channel campaign.
The result? A four-fold increase in brand-owned delivery orders and a 16% rise in new app users.
The lesson: Even in a post-cookie world, reaching the right audiences at the right time is possible.
By embracing privacy-safe alternative advertising strategies, we can unlock the power of micro-moments and rebuild ad relevance through new insights.
📌 Want to learn more about how Global Data Resources can help you leverage micro-moments and achieve precision targeting? Contact us today!