Taking an Audience-First Approach to Media-Buying
October 16, 2017
Challenger brands don’t advertise on the hottest new platform for the sake of doing so. Their decisions to purchase ad space in a specific place are grounded in data and an understanding of where their target audience is. It sounds like a cliche, but challenger brands truly “go where their audiences are,” a concept that is achievable on digital platforms where you know your audience.
Campaigns on social platforms are targeted to known audiences, tied to unique user IDs. People with social profiles self-identify information like email, phone, education, age and gender. All that information — as well as observable data like the websites people visit and products they buy — are tied to unique, privacy-safe IDs and translate into targeting criteria brands can use to reach the right people. People log in to digital platforms with the same identity across mobile and desktop, enabling more accurate cross-device targeting and measurement. This allows us to better capture the customer journey and measure how an ad you saw on mobile last week may have inspired you to purchase the product on desktop this week, or even in-store. For instance, brands can upload their brick-and-mortar customer lists and anonymously match them to audiences on social platforms to track how ads on social platforms drove people to make an in-store purchase.
A fashion brand recently tapped SocialCode to drive traffic to its physical stores, and then used Facebook’s offline conversions reporting to measure the impact of its Facebook ads. By using offline conversions, the brand was able to determine how many people interacted with ads before making a purchase at their brick-and-mortar locations. As a result, the brand was able to determine that Facebook drove a 31% increase in attributed in-store transactions, a 33% increase in attributed return on ad spend and 25% increase in attributed revenue.
Additionally, challengers recognize that people use multiple devices each day and therefore serve content to their audiences on multiple channels and devices. Challengers also understand that while consumption is skewing towards mobile, the best way to drive efficiency is to allow the ad-serving algorithms of various platforms to auto-optimize between mobile and desktop delivery.