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Strap on your horn-rimmed glasses: We’re looking back at two important firsts that occurred in 1994. In digital marketing, the first banner ad appeared online, featuring little more than a tease to click—which an astonishing 44% of viewers did. And in popular music, Weezer’s self-titled first album (commonly known as the Blue Album), was released to critical and audience acclaim, launching a nearly 30-year career with more than 35 million albums sold worldwide.
Maybe you’re thinking the Weezer tidbit has nothing to do with digital advertising. I mean, the “Buddy Holly” guys? Say it ain’t so! They’re just a nerdy rock band whose hits are now on oldies radio.
But if you listen carefully to their lyrics, it’s like Weezer has been trying to tell us something. No, not that we should destroy our sweaters, and not that we should eat candy with our pork and beans. Embedded in their lyrics are hints to developing an effective media strategy—specifically, the importance of knowing our audiences, getting clear on our objectives, and providing a journey that meets consumers across the many screens, channels, and platforms where they spend time. If you listen carefully, these considerations might just put you in a perfect situation for success.
Where I come from isn't all that great / My automobile is a piece of crap
My fashion sense is a little wack / And my friends are just as screwy as me
I didn't go to boarding schools / Preppy girls never looked at me
Why should they? I ain't nobody / Got nothing in my pocket
Beverly Hills, that's where I want to be
Advertisers must understand the characteristics of their target audience as well as Weezer understands the characteristics of Beverly Hills residents. Market and consumer research is mission-critical: The more you know about your ideal prospects, the better you can segment your audiences and the better you can target them, resulting in greater efficiency of reach and ad spend. Plus, you can create a more tailored and personalized ad experience for that audience.
Knowing what kind of car they drive, what clothes they wear, their education level, and their goals and motivations—these details can help with behavioral targeting, contextual relevance, or even geotargeting (perhaps on an island in the sun where they’ll be playing and having fun).
Girl, if you’re wondering if I want you to, I want you to
So make a move, ‘cause I ain’t got all night
What do you want from your audience? Do you simply want them to see your ads (and, perhaps, recall your brand at a later stage of their journey)? Do you want them to click your ad to navigate to an e-commerce page or website? Do you want them to buy your product, download your app, opt in for your newsletter, or transact in some other way? Whether it’s awareness, consideration, or conversion, measured by CPM, CPC, or CPA, knowing your campaign objective and its associated KPI will guide your tactical choices.
As for creative, make sure your call to action entices the desired activity. Don’t leave them wondering if you want them to (as in, to watch, listen, click, download, submit, etc.) …because you ain’t got all night.
Young girl, lying flat in her bed / Streaming images to her head
Homework or memes? Slime or BlackPink? Eight hours gone, now her mind’s blown
Everyone stares at their screens
Is your target audience staring at memes on Instagram? Watching challenges on TikTok? Catching up with family on Facebook? Streaming “Workin’ Moms” on Netflix through their connected TV? Or, more likely, doing all of those things throughout a given day?
With consumers participating in so many different platforms, screens, and channels, it’s important for advertisers to curate cross-channel experiences. Omnichannel advertising platforms are designed to manage media complexity and enable cross-channel messaging, so marketers can easily reach consumers in all the places where they spend time (and with highly targeted placements, to boot!).
Even better, platforms that leverage the latest AI technologies allow teams to optimize campaigns in real time, ensuring that ads are running on the right channels and screens at the right moments.
Holy cow! Who would have thought a quirky rock ‘n’ roll band like Weezer would (unknowingly) hide so many digital advertising best practices in their lyrics? Turns out that buyers and planners who know their objectives and their target audiences, and who can automate their omnichannel approach, could be living the good life—maybe on that aforementioned island in the sun.
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