30-second summary:
Lead exchange platforms allow advertisers to identify and instantly connect with high-intent consumers that are ready to take action.
Lead exchanges help provide consumers with the optionality they desire when shopping because these sophisticated platforms support the monetization efforts of high-quality publishers that are encouraging consumers to inquire about various products and services.
Real-time reporting within lead exchanges lets advertisers make campaign optimizations on the fly and is instrumental in helping advertisers to enhance their digital performance advertising results and hone in on the publishers that provide the best ROI.
Lead exchange platforms help advertisers de-risk their media spend by delivering their ideal customer at the optimal time.
A growing trend we continue to see is the shifting of advertising budgets from traditional to digital media, with predictions from industry experts continuing to project higher spend across digital channels for years to come.
The reason for the growth in digital ad spend? More and more advertisers are recognizing the benefits of leveraging innovative advertising technology to reach high-intent consumers at scale while linearly connecting media spend to advertising results to create a clear picture of campaign return on investment (ROI).
The introduction of new, advanced advertising technology, like DMS Exchange — a vertical-agnostic, self-service digital advertising marketplace from Digital Media Solutions — for example, provides a number of benefits for advertisers.
Lead exchange platforms match advertisers and publishers virtually, instantly and automatically — essentially acting as a connection point between the two parties. This ad technology enables digital advertisers to find ideal customers for their products and services.
For example, products and services within the health insurance, consumer finance and home services sectors have seen positive results when leveraging lead exchange platforms to scale consumer engagement and sales.
Lead exchanges give consumers options
Today, consumers crave optionality. Advertisers are continuing to see an increased interest among prospective customers looking to comparison shop and potentially connect with advertisers before making final purchases.
Lead exchange platforms can compliment this growing digital shopping trend by matching high-intent consumers with the brands that provide the products and services they’re researching in real-time.
Brands and advertisers across industries, including the growing health insurance sector and the in-demand home services market, can utilize lead exchange platforms to showcase their offerings to consumers ready to take action.
Lead exchanges help provide consumers with the optionality they desire when shopping because these sophisticated platforms support the monetization efforts of high-quality publishers that are encouraging consumers to inquire about various products and services.
Understanding how to utilize lead exchange platforms and tap into their vast capabilities is key to scaling customers while optimizing ad spend.
Identify & target your unique audiences
The first step for any advertising initiative is to define the ideal consumer. When working in a lead exchange platform, the task of identifying a specific audience allows the advertiser to instantly connect with high-intent consumers that are ready to take action.
Within a lead exchange, advertisers can utilize tools like automated filters, rules, day-parting and other configurations to hone in on their target audiences, with unique audiences possible for each product or service.
Leads are configured to be delivered in real-time to the advertiser’s CRM or lead capture platform within seconds of the consumer’s inquiry. The lead exchange will then tap into a network of pre-approved, high-quality publishers to quickly identify the sources that best align with advertising campaign objectives.
Get ready to win
Many lead exchanges, like DMS Exchange, leverage bidding to help match consumers with advertisers. Once filter requirements and related considerations are met, advertisers are in control in terms of how much to spend for each connection. Plus, each campaign and target audience can have its own cost structure.
Tap into real-time reporting
Being able to identify which campaigns and publishers are performing best is a crucial component of getting the most out of your digital advertising investment. Real-time reporting and feedback loops within sophisticated lead exchanges let advertisers quickly pivot to make changes driven by performance results and enhance campaign ROI.
It’s important for advertisers to always know the performance of various publishers at any given time, as this information will allow advertisers to quickly double down on successful campaigns and scale back on elements proving to be less effective.
Key milestones throughout the consumer journey can be tracked to optimize performance for the full duration of the campaign lifecycle, from early indicators like contact rate, to conversion and retention milestones, including lifetime value (LTV) tracking.
Create predictable & reliable customer acquisition campaigns
Through lead exchange platforms, advertisers can easily manage complex digital performance advertising campaigns. Thanks to the simplicity lead exchange platforms offer in setting up and launching new campaigns, advertisers are instantly connected with high-intent consumers that are ready to take action.
Additionally, lead exchange platforms provide fast access to high-quality, vetted publishers who are seeking to monetize their platforms by connecting consumers with the brands that provide the products and services they need.
DMS Exchange from Digital Media Solutions, for example, is specifically designed to help advertisers quickly identify and scale the highest-quality sources to reliably balance quality and quantity for customer growth.
It does this through a seamless management system which groups multiple publisher sources in one platform, a real-time performance feedback loop that lets advertisers optimize campaigns based on KPIs and self-service functionality to disposition leads.
With so much growth in digital ad spend, brands looking to connect with high-intent consumers should recognize the value presented through sophisticated, advanced advertising technology like lead exchange platforms.
By leveraging innovative advertising technology, brands and advertisers open the door to seamlessly and easily finding ideal customers to scale their businesses.
The post How digital advertisers can tap Publisher ‘lead exchanges’ to pluck the most receptive consumer targets and turbocharge sales appeared first on ClickZ.
Source: ClickZ
Link: How digital advertisers can tap Publisher ‘lead exchanges’ to pluck the most receptive consumer targets and turbocharge sales
