Daily digital behaviour is a mine of contextual insights: Azazul Haque, Media Monks
“In today’s world, it is possible to do storytelling which is more contextual,” said Azazul Haque, Chief Content Officer, Media Monks, as he kickstarted the e4m Real-Time Programmatic Advertising Conference, with his presentation about going from hyper-local to hyper-personal using technology and programmatic advertising.
Haque added that storytelling is no longer like the classic advertising that speaks to the masses. “I call this the shift from mass advertising to ‘me’ advertising. You have enough data to know and understand what a particular person is doing at a certain point in time,” he said.
In order to make the contextual storytelling even more seamless, Haque believes that defining the target audience in the right way, in an advertising brief is essential.
“Earlier, when we used to get the brief, the definition of the TG was so macro that we always saw the person’s entire life. I think their lives have changed now. The behaviours are no longer ‘life’ behaviours. Behaviours are changing daily and becoming more micro in nature,” he added.
Speaking of hyper-personalised insights, Haque mentioned that a person’s daily digital behaviour is a mine of personalised and contextual insights.
“To me, data is the new consumer insight. It’s not about what the person wants to do five years from now, it is about what the person is doing every moment. Insights for one person may not be singular, they can be many,” he mentioned.
Sharing an example from one of Media Monks’ latest work, Haque said that the biggest challenge the team faced with the ad film was that its shelf life was decreasing. “So the question now was, how do we turn mass content into hyperpersonal content,” he shared.
“We made one mass content film, and to turn it hyper-personal, we just changed the subject and made 30 films, which is contextual content, out of it with no extra money,” Haque further shared,
Haque pointed out that when hyper-personal content is created, especially using a programmatic tool, it tends to become a little transactional. “You lose emotions, you lose connection. It is a big challenge to overcome this and make that content a lot more engaging,” he concluded.
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