The practice of audience segmentation has been taken to new heights in recent years by programmatic media buyers who use ever more precise targeting tools to refine audiences. They overlap targeting filters by time of day, geography, recent search behavior, sites visited, credit worthiness, and where a consumer falls in the purchase funnel. Ecommerce and B2B marketers, in particular, may work with audiences of a few hundred or a few thousand, which may be small but highly engaged and highly profitable audiences.
Marketer inclusion of connected television into their media mixes is a curious tale. Gone are the days when campaigns can afford to waste countless impressions on the wrong audiences. Strained by an ever-increasing demand to drive measurable results for the businesses they represent, most marketers have flocked to highly targeted and measurable channels.
Marketers deserve better. This is a guiding principle that has driven AUDIENCEX over the years, and it was the motivation behind an exclusive partnership we announced earlier this morning.
Every day, brands and agencies alike are looking for intelligent, intuitive, and impactful ways to engage their audiences. However, the mid-market is often underserved, lacking either the access to enterprise-class tools enjoyed by the Fortune 500 or the strategic guidance and support needed to succeed in an increasingly competitive landscape.
Historically, retail marketing has been viewed in two parts: online and in-store. However, the user journey is far more nuanced than this, as shopping has evolved into a true omnichannel experience. Now, marketers are scrambling to keep up.
When examining the customer journey, it is clear that cross device targeting is essential for any effective campaign. Indeed, a majority of senior marketers surveyed by the IAB earlier this year confirmed that cross-device audience recognition is an area that is getting considerable attention in 2018.
However, the targeting of those devices remains an area where advertisers are still seeking better solutions. In this pursuit, many advertisers are turning to a blended tactic, targeting both households and the consumers within.
As a seasoned marketer, by now you’re well aware of the value of relevant audiences. When it comes to quantifiable results, nothing is more important than putting the right offer in front of the right eyeballs. How do you know the audiences you’re targeting are indeed relevant?