The 3 Keys of a Successful Audience Targeting Strategy
You already know that digital advertising is complex thanks to an ever-evolving landscape. You also know that you have to constantly adapt to maintain effectiveness. Among the changing tides, however, a few rules of thumb do exist when it comes to your digital advertising strategy’s audience targeting strategy. These are core components when it comes to reaching the right people with the right message.
We want to make sure that we are giving you the tools and expertise to help. To do that, the Brand Networks Media Solutions team has outlined its strategy for successful audience activation and testing—to combat creative and audience fatigue and continue to drive strong performance over time:
1. Take advantage of your first-party data
Throughout the years, we’ve seen a huge shift in focus from native-based targeting options to brand-owned, first-party data. There’s no better way to reach users who are likely to want to purchase your product then to target those who’ve actually shown interest. Even CPG powerhouses that sell the majority of their products through third-party vendors have begun coming up with creative ways to own their data.
One way that companies have done this is by running more lead generation campaigns where data aggregation comes as a direct result from the campaign. Additionally, we’ve seen many large CPG brands create more partnerships and relationships that give them access to the data that otherwise would be left in the hands of these third-party vendors.
When thinking about your first-party audience targeting strategy, it’s important to also consider how often your audiences should be refreshed, and whether or not this can be automated. Cadence will likely depend on the lifecycle of your particular product, and this might be completely different from a different product being offered under the same brand.
2. Re-test third-party audiences
Driven by the removal of partner categories on Facebook, many advertisers have stopped using third-party audiences as these became more expensive and more difficult to activate on or obtain. However, these audiences are much more data-driven than the native targeting on each of the platforms and can be a great way for you to reach users who are likely to want to interact with your brand.
To help advertisers re-activate on these audiences, Brand Networks recently released a Data Activation Portal (click to learn more) that provides this access to our partners through our pre-existing relationships, so those advertisers that were missing out on this piece can now have a way to activate through our technology. With a simple activation process, you can be up and running with these third-party audiences in no time.
3. Take advantage of cross-channel audience activation opportunities
With the internet getting more cluttered with content, it’s important to think about how you can connect the strategies you’re running on one platform to the rest of your media activation plan. By partnering with Brand Networks across both digital and social media campaigns, advertisers have the ability to retarget users from the digital open web across Facebook, Instagram, Snapchat, and Twitter.
With the ever-changing digital advertising ecosystem, it will continue to be important to evolve your media strategy to keep up with both the changes in each of the platforms, as well as user behaviors. This is something that our media teams are constantly thinking about and evolving to run the most successful campaigns for our clients.
Want to learn more about how we can help with your audience targeting strategy?
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