Programmatic Retargeting for Member Communications
Use existing member communication data to offer members a better online experience
While earning more non-dues revenue
A perennial challenge reported by association professionals who take part in our annual Association Communications Benchmarking Study is cutting through the information clutter. Between the news, family life, personal hobbies and professional demands, your members are confronted with a daily deluge of information. Getting members to pay attention to the useful content in your member communication can be difficult.
Naylor’s Programmatic Advertising Network offers a cost-efficient way to promote your member communications, events and overall membership value to industry professionals.
Website visitors who are retargeted with relevant, timely display ads are 70% more likely to convert on your website.
Source: Incite Group
Webinar
Programmatic Advertising: What It Is, What It Isn’t and What It Can Do for Associations
Download our free, on-demand 60-minute webinar for a more detailed look at how the fastest growing form of digital advertising can boost your association’s non-dues revenue while increasing advertiser value and member engagement.
Presented by Laura Taylor, vice president of digital operations and development
The Case for Programmatic Advertising with Your Association Communications
Associations looking to increase their member base, or bring disengaged members back into the fold can use programmatic advertising to deliver highly relevant ads to both audiences. Our programmatic platform uses first-party data from your member database combined with third party data from website analytics programs to build an audience segment of industry professionals your association wants to reach.
Here’s how our programmatic network works with your member communications to increase content interaction, add advertiser value, and earn your association more revenue:
Prospecting Campaigns
Based on the data and characteristics from users who registered, build a campaign that collects industry professionals with browsing habits similar to your existing association members.
Site Retargeting
Your campaign places a cookie on the user’s browser to follow their activity when they leave your website. This enables you and your advertisers to display ads on other sites they visit to encourage them to return to yours. Learn more about retargeting.
Contextual Targeting
Advertise to your target audience based on the category and keywords on the sites they visit that are categorically relevant to your advertisers’ businesses and your association’s industry.
Once your association has implemented programmatic advertising on your member communications, you can expect to enjoy:
Increased Organic Traffic
Members and stakeholders who are shown ads for your publications and events are more likely to take a second look — and take full advantage of your member communication. Retargeted website visitors are 70 percent more likely to return to a website they see ads for.
Increased Branded Search
Display ads increase brand searches up to 38 percent after four weeks of exposure. Retargeted web users are more likely to type your association or publication brand into a search engine after seeing ads for it on other websites.
Increased
Conversions
Conversions among retargeted members can reach as high as 26 percent! Increased ROI and conversions from individuals who are more engaged with your communications because of relevant, retargeted ads make efficient use of your digital advertising efforts.
Worried about your members’ privacy? Have no fear. Our programmatic network doesn’t collect personally identifying information, and 89 percent of consumers react positively or neutrally towards retargeted display ads.
Source: Spiralytics Performance Marketing
What could your association do with the non-dues revenue you earn from programmatic advertising?
- Enhance a member education and certification program?
- Fund scholarships that attract fresh talent to your industry?
- Bring on in-demand speakers for your next event?
Programmatic advertising, with its potential for increased non-dues revenue thanks to its ability to spur audiences with specific characteristics to action, can fund those goals and more. Through Naylor’s Programmatic Network, use your existing member communication data to reach more professionals, re-engage inactive members, and improve advertiser relevance. The extra non-dues revenue that results from programmatic’s highly-targeted ROI is an incredible bonus!
Programmatic advertising ranked #10 out of 12 when asked what vehicles associations use to drive traffic to their website.
29% of associations report they are actively running a programmatic or retargeting ad campaign.
Source: 2019 Association Communications Benchmarking Study and Association Adviser
Article:
How can programmatic advertising benefit your association?
Programmatic advertising has been a staple in the B2C space for many years, and B2B is quickly catching up. In 2018, almost 90 percent of B2B marketers are purchasing a portion of their online advertising programmatically. Learn about 3 ways your association can benefit from this customized approach to advertising.
Increase your member communications' effectiveness with programmatic advertising
Interested in learning more about how programmatic advertising can build your association communications’ traffic and expand its reach?
Ask your Naylor group publisher and start earning more non-dues revenue through programmatic advertising.
Not yet a Naylor client? Tell us about your member communication needs!
Or call us at (800) 369-6220