B2B buyers are no strangers to the Internet. But if you asked a buyer to tell you about the last ad they saw, you’d likely get a blank stare back at you. Why? Because of a phenomenon called ad blindness.
Ad blindness is a form of selective attention in which web visitors ignore information presented in banners. This can be either conscious or unconscious and is usually done to avoid interacting with ads that disrupt the user experience.
To combat ad blindness, enterprises and high-growth B2B organizations are turning to precision intent data to reach interested buyers with more personalized ads and messaging. Intentsify’s precision intent data is the first and only intent data solution using natural language processing (NLP) to calibrate intent models precisely to your unique business offerings, messaging, and use cases. When applied to digital advertising, it can help advertisers cut through the noise and generate greater ROI by delivering dynamic, timely, and relevant display ads.
Here are 5 proven strategies for using precision intent data to combat ad blindness.
1. Personalization
Your buyer’s needs are constantly evolving, and their attention is finite. Cut through ad blindness with personalized dynamic display ads that are as fluid as your target accounts' interests and buying stages. Dynamic ads informed by precision intent data can tailor the ad experience based on each target account’s changing research activities and buying stage to deliver a more personalized, relevant experience that combats ad blindness.
2. Targeting
There’s nothing more frustrating than squandering precious advertising dollars and resources on irrelevant audiences. Not only is this wasteful, but it hurts your brand equity and trust with prospective buyers. Precision intent data pinpoints the right accounts to focus on and calibrates messages based on topic, keyword, and product weighting to your unique offerings and value propositions, ensuring that every dollar spent is efficient and effective. Reach audience segments based on your target account list (TAL), buying stage, topic, competitive strategy, website visits, content downloads, and more to prevent ad fatigue.
3. Timing
It may surprise many advertisers, but prospects aren’t always in-market to buy their products. Timing matters. Precision intent data informs you of when target accounts are in-market and in an active buying cycle so that you can deliver your personalized ads to the right audience at the right time for maximum effectiveness and the best return on your investments.
4. Relevance
Irrelevant, spammy ads have no place in your marketing strategy. When ads resonate with buyers’ interests, they’re more likely to see them and even click. Precision intent data uncovers in-market accounts, their buying stage, and the issues they care about with unprecedented granularity, so advertisers can create personalized ads that resonate with buyers’ interests and journey stages.
5. Measurement
Whether your focus is brand awareness, engagement, or conversions, you can’t optimize performance if you’re not tracking, analyzing, and generating insights from your ad programs. Intentsify’s display advertising reporting unlocks full visibility into how target accounts engage with your ads and how best to optimize performance and spend over time, allowing you to get the account, creative, and persona-level metrics you need to improve targeting and messaging in-flight to drive ad impact.
Ad blindness is not going away. B2B organizations must find strategies to stand out against the noise by using buyer intelligence that helps them prioritize accounts, deliver personalized and relevant ads at the right time, and measure campaign effectiveness to optimize performance. Successful B2B teams that utilize precision intent data will outshine competitors and strengthen their brand value through a seamless full-funnel buyer experience.
