Must admit that the way to make brands and services reach consumers and become Top of Mind in the minds of consumers It may not be as easy as in the past. Because people today have access to a vast and convenient archive of data. Until they can’t focus or remember the important content that brands want to convey as much. including the consumer It has the right to choose to receive media or not through various tools such as ad blockers, Skip ads buttons, etc.
That is the main reason why brand marketers and advertisers It is no longer possible to opt for the old communication method, but to change and improve the way it is advertised to the modern consumer. by using a variety of digital platforms and tools. To help reach consumers and meet individual needs is real. also known as Hyper Personalized
Know the Hyper Personalized Strategies, the New Generation of Personalized Advertising
In an era where people enjoy a lot of content on different platforms And each platform has different accessibility to consumers. The era of mass audience audience reach, or repetitive ad format for everyone, is now over, as such methods can be annoying to receive messages. or advertise products or services that they are not interested in or do not want It can have a negative impact on the brand. Therefore, modern consumers expect brands to meet their individual needs. (Personalize) more
Hyper-Personalized advertising is therefore born to truly meet the needs of consumers. with link “Creativity” with “Technology” through “Big Data” that combines the use of “Machine Learning” and “AI” to develop content that penetrates the individual consumers. or transmission of media information specific to the personality and usage patterns of that consumer and has a variety, such as offering products and services The promotion or benefit corresponds to the location that the customer is going to, or is going to often, or is currently on. (Geo-location) or at the moment when the customer is on the right thing (Real-time Moment), including capturing data from Digital Footprint such as searching or clicking to view products (Recommendation System), etc.
This is a trend that is talked about and used a lot in today’s marketing world. And it is being developed into a powerful tool for marketers and advertisers. to enable them to produce products that satisfy their hearts Both the format of the content and the language or the message contained in the content and respond to the pain point of consumers precisely. After understanding consumer behavior and identity or the attitude of each individual consumer
At the same time, when brands understand consumers deeply on an individual level It inevitably allows brands to offer products and services. as well as various promotions can be at the right target group and at the right time as well
But to reach that goal may not work separately because it requires collaboration between Brand creativity and digital platforms that is ready to be a channel to reach customers at the right place and at the right time with efficiency and to visualize brands that have successfully implemented Hyper Personalized strategy. Here’s a case study of DTAC-style advertising that connects wow-inducing content to the LINE platform for conversion and engagement.
Choose the right media on LINE TODAY
DTAC, one of the mobile network operators in Thailand has chosen a channel to reach customers through the LINE platform, especially on LINE TODAY, a channel with high potential to reach a large number of target groups And there is an advertising system that allows marketers to create creative work that is responsive and accessible to people. Ready for brands to use to create engagement creatively. with the gimmicks in delivering superior advertising media
In addition, LINE TODAY is also an example of choosing the channel that can reach the most target audience right now. with a distinctive feature of being a center for information and content that appeals to Thai people With views growing more than 50% every month continuously. More than half of the users are residents of Bangkok and its vicinity, and there is an interesting statistic that more than 99% of LINE TODAY users have seen or perceived the advertisements of various brands. And on top of that, more than 50% of those groups have clicked on the ad as well. This suggests that LINE TODAY is a huge potential area for brands that want to reach their urban audience.
And when digging deeper, you’ll find that DTAC chooses to use the right media space. This is in line with the brand’s big campaigns such as “Auspicious Numbers for You” as well. By choosing to present advertising media for this campaign through the ‘Horoscope’ tab in LINE TODAY, in addition to various fortune-telling content, there are also many interactive activities with readers hidden in such tabs. including activities from famous temples in different regions Spin the wheel to check or even gimmicks icons “Cium C cylinder”, click to shake, etc.
According to a survey from LINE, more than 95% of LINE TODAY users visit the ‘Horoscope’ tab on average at least once a month. While regular users who like reading horoscopes are seeing this section of the content almost every day. And the number of active users is growing from 2020, seeing the highest increase in page views on this tab in 2021 since it opened 254%.
Meanwhile, the total number of users of LINE TODAY has also increased by more than 247%, and more than 87% of visitors to this tab. See and recognize brand advertisements. This is a hot new area for marketers. that big brands like DTAC apply to present advertising media to reach customers in new ways. effectively While the popular content on the ‘Horoscope’ tab, whether it’s a general horoscope check, such as checking 12 zodiac signs or 4 zodiac signs, prepare to be rich. or new updates regularly, such as daily horoscopes, as well as content for self-improvement (make life better), such as lighting incense outdoors I beg your pardon, Karma, etc., all of them are “areas” to reach out to customers who are likely to use DTAC’s products and services as well.
proof of creative work suitable only for people Present at the right time, must be wise (mind)
for creative design guidelines to be interesting and diverse cover the target audience for accurate results It’s not just about creating the best hit ads. or choosing a platform that has the potential to meet the most demanding needs only But both of these require consistent collaboration. Make brand messages or advertisements appear directly to the recipient, in the right place, at the right time.
LINE has developed a feature ‘Siam Sea’ in the “Horoscope” tab under LINE TODAY that, in addition to responding to the needs of moo consumers who like to pray for sacred things, It also combines technology to process data and match content with target audiences. in order for brands to be able to reach their target customers At the right moment, while DTAC itself produces creative work. Lots of advertisements that shows variety to meet the needs of marketing Hyper-Personalized and reach the target audience with the content that best relates to the user’s profile of the feature
Digging into the Hyper Personalized Ads functionality in DTAC’s LINE TODAY ‘Horoscope’ tab, it’s not just about placing DTAC banner ads in different areas on LINE TODAY. But there is also a new content design to meet the needs of Hyper-Personalized through the “Siam See Khun Blessing” activities covering finance, love and general affairs, enabling DTAC to create new advertising media. with content that corresponds to the results obtained Create excitement and invite customers to enjoy more content in advertising media.
by all interests of consumers presented through key keywords in “The prophecy in the leaves” can reflect the content of Hyper-Personalized DTAC is always present, meaning that no matter what your luck, DTAC is always ready to offer numbers that will improve the lives of your target audience. Auspicious number only for you “Grab anything, get gold”, etc.
In the past, DTAC has reached a target audience by matching DTAC’s services with user profiles such as auspicious numbers for those who are starting a business or changing jobs. couple life extension number For those who enter the love horoscope, etc., the advertisement will come up at the right time. Satisfied with users Make ads get more attention. DTAC has created up to 50 creative designs to match the user’s profile as much as possible.
for the strategy success indicator Hyper-Personalized advertising and taking this tool seriously As a result, the results of DTAC’s advertising campaigns in the fortune-telling tab on LINE TODAY increased 3 times from the normal average. and has an ad click rate of 0.48%, which is higher than the 0.10% average ever.
Case studies of DTAC using the Hyper Personalized strategy on the LINE platform, in addition to generating significant and successful conversion and engagement results. can also confirm that Sending messages to consumers who are already interested in the matter and at the right moment or moment. Help create demand or demand for consumers in another way. And make the brand really sit in the mind of the customer while still reflecting the positive effect on the brand This is effectively creating a positive “Brand Experience” for consumers as well.
