Amobee Triggers helps you deliver ads at key moments without the pitfalls

What if you could create a campaign that fired automatically when the weather turned bad, driving customers to use your delivery service? Or one that pushed to sell the local hero’s sports jersey after a win? What if your campaigns could be tied to the most favourable conditions for a sale?

Launched today, that’s exactly what Amobee Triggers does.

Amobee Triggers provides marketers the ability to target and deliver digital campaigns at key consumer moments, based on both online and offline data signals.

These include changes in the weather, sports results, financial conditions, and location-based activity — such as the user’s real-time physical presence or proximity to a point of interest.

Additionally, the solution offers custom triggers that enable marketers to automate digital advertising based on changes in digital engagement, sentiment analysis, and social consumption. Amobee has API integrations with Facebook, Twitter, Instagram, Pinterest, and Snapchat, so it already caters to most of the necessary social channels.

Amobee Triggers plays on the fact that ads associated with a compelling or emotional moment perform much better than their unattached counterparts.

“A recent IPG study said that contextual relevancy increases campaign performance by 63 percent,” James Malins, vice president of cross channel solutions at Amobee, told me. “This feels a little obvious but makes sense. When creative/advertiser messaging is contextually relevant it is going to resonate more with the consumer and capitalize on the mindset that they are in.”

Contextual advertising is not new, of course, but Amobee Triggers is bringing it to the always-mobile consumer.

“To date, contextual relevancy has been limited to the content on the page,” Malins said. “However, as people move away from browsing on desktops and laptops in their office or home to browsing on their phones in any number of environments, contextual relevancy expands to the environment they are in — the weather conditions, the economic climate… Everything impacting the user and helping to indicate the mindset that the user is in needs to be considered.”

Where Amobee Triggers differs from other event-based ad triggering solutions is in its custom Brand Intelligence triggers.

“This differs from other companies, which trigger off of external/environmental signals like weather, financial markets, or sports scores,” Malins said. “While we execute on those signals, they don’t necessarily indicate a relationship to consumer action. They are simply signals. By focusing on consumer-driven data signals, such as increases and decreases in content being consumed about a particular topic, we see times where consumers are specifically indicating that there is an increased interest or relevancy. It is at those times [that[ a brand’s message will be most impactful, and therefore when they want to be running media.”

This means that campaigns can be fired off not only when the external signals are strong, such as after a sports win, but when the sentiment toward the brand has crossed a specified threshold.

And in the financial industry, linking campaigns to market forces helps drive sign ups.

“Using Amobee Brand Intelligence, we evaluated the correlation between site activity and different financial topics and consumption,” Malins said. “We noted that an increase in IPO’s doesn’t drive sign-ups. However, when content consumption around the S&P 500 is up, there is a strong correlation with people looking at or editing their brokerage account. Amobee set up a trigger based on an increase in consumption of the S&P 500 content and run a desktop display campaign that focused on driving people to a financial services site to sign up for a brokerage account.”

Of course, with any marketing automation solution, there is a chance that the campaign will be fired off at exactly the wrong time. We’ve seen this happen before, so just how “safe” are marketing campaign deliveries that are associated with external conditions?

“What’s unique about Amobee Triggers is that it is not only a programmatic solution, there is also a human analysis involved to ensure that a campaign is being delivered on the client’s KPIs and we are capitalizing on the most relevant consumer moments in the right context,” Malins said. “This safeguards brands from triggering campaigns when it doesn’t make sense.”

And that is key. By including a human element (sorry A.I. fans — us real people are still necessary at this point), Amobee Triggers safeguards against inappropriate use.

Amobee Triggers is available from today and is priced on CPM, so rates vary based on the complexity of set-up and the channels involved.