One for Everyone in the Audience
Audience targeting and retargeting has been a staple tool in a marketeer’s arsenal for a long time. The ability of being able to group individuals together and personalise the message to them has garnered much success. It helps ensure your campaign is getting in front of the people who are more likely to be interested in your product or service and you’re less likely to waste budget on a passive audience. Targeting/retargeting works by utilising the power of cookies.
What is an actual cookie?
A cookie is a small piece of data sent from a website and stored on a user's computer by the user's web browser while the user is browsing. The data collected by these cookies can be used to custom-design ads and target people according to their behaviour on any particular domain. Each new cookie that’s dropped creates a unique identifier code for every new user. Then, the data on your activity is tracked from site to site and then collected and compiled into a profile, which includes your browsing behaviour and interests. It may only be a small piece of data contained in a cookie but their power has been helping to build profiles on users for many years.
However the end is pretty much nigh for the use of these third party cookies.
Safari was the first browser to block third-party cookies, when Apple released Safari 11 back in 2017. Safari is the second most popular browser used today (32% of Irish market*). This was the foreshock that sent tremors in the advertising and marketing industry and has slowly being building momentum. Google announced earlier this year that it plans to terminate the use of third-party cookies in its Chrome browser. Chrome being the number one used browser in the world right now (55% of Irish market**).
What does it all mean?
The demise of these 3rd party cookies, removed the power of companies who had no association with your domain formulating data on a user’s activity across the internet. The demise of 3rd party cookies gives power back to a domains own individual first party users activity. Know your own audience on your own site and use that information to create a better user experience as well as formulate your own audiences for campaign delivery.
How can RTÉ help?
RTÉ’s digital offering provides an array of content for a wide and varied audience, from its site RTÉ.ie, RTÉ News Now and RTÉ Player. 52% of Irish adults use a digital service from RTÉ every week. With this consistent volume of users we are able to formulate audiences based on their activity. These audiences can help make your next campaign more targeted and therefore a more efficient use of budget. RTÉ.ie is the Number 1 multi-media website in Ireland, used by 38% of Irish adults***. Simply tracking how users use RTÉ.ie, we can work with you to create the audience your campaign needs. Do you want an audience that has consumed multiple business articles in a day but also viewed the sports section of RTÉ.ie? No problem.
RTÉ Player is the Number 1 broadcaster video on demand service in Ireland used by 48% of adults in Ireland. Again what audience would you like to form? Users who watch Home and Away every day but also consume the Sunday Game each week? No problem. What about those who consume Peppa Pig but also frequently watch Prime Time? Absolutely.
Behaviours and Context
So we can create an audience based on a user’s activity (behaviour) around our domains but also include keywords and topics (context) of articles they have consumed. Contextual targeting scans the text of a website for keywords and returns advertisements to the webpage based on those keywords. So, if we combined behaviour and contextual the targeting can get very concentrated and focused.
The possibilities are endless when it comes to creating whatever audience you want across our domain. Let your imagination run wild! Do you want to target Love/Hate and Nationwide viewers who also visited the recipes section of Lifestyle on RTÉ.ie and have watched Mass on Sunday on Player, but have also read articles on RTÉ.ie that contain the word “sunflowers” and are based in Leitrim... sure, why not? I mean, I’d like to understand your rationale for that kind of targeting, but no judgement here at RTÉ Media Sales. That’s why there really is one for everyone in the Audience
To discuss your audience needs for your next campaign – talk to the RTÉ Media Sales team!