Advertisers May Overlook Valuable Audiences Due To Limited Data
Media plans often rely on incomplete data, missing potential customers. Advertisers are trying to find new customers across multiple screens.
Original reporting · adexchanger.com
Original: “Your Media Plan Might Be Missing Its Best Customers”
Read “Your Media Plan Might Be Missing Its Best Customers” at AdExchanger →
How this was written. Awesome B2B wrote this article with a language model from AdExchanger’s reporting (model: @cf/meta/llama-3.3-70b-instruct-fp8-fast); it describes that reporting rather than adding to it. The original, linked above, is the full story.
Key points from AdExchanger’s report
- Media planners face the challenge of finding new customers and proving the effectiveness of their strategies.
- Carrier data can provide a more comprehensive view of consumer behavior and help advertisers identify new audience opportunities.
- The effectiveness of audience modeling depends on the quality and breadth of the signals used.
- Strategies that do not rely exclusively on one identifier or platform can provide additional resilience in the face of continuing restrictions on advertising identifiers.
- Advertisers can use carrier data to gain a better understanding of consumer behavior and identify new occasions to reach consumers.
Media planners face the challenge of finding new customers and proving the effectiveness of their strategies, according to AdExchanger. The majority of buyers consider acquiring new customers a top priority. To achieve this goal, advertisers need to have a good understanding of their target audience.
The quality of the data used in media planning plays a crucial role in its success. If the data is incomplete or inaccurate, the plan may not reach the intended audience. Advertisers risk missing valuable audiences if they rely on familiar signals and overlook other important factors.
Carrier data can provide a more comprehensive view of consumer behavior by combining insights into mobile app activity and real-world movement. This type of data can help advertisers identify connections between consumer behaviors that may not be apparent through traditional audience strategies.
A media plan that focuses on a specific category, such as pizza, may not reach the most valuable prospects. Consumers often make decisions based on broader preferences, such as what type of food they want, rather than specific brands. By incorporating observed behaviors across different categories, marketers can identify promising prospects that may not have been included in the original audience definition.
Advertisers can use carrier data to surface new audience opportunities and gain a better understanding of consumer behavior. For example, users of a food delivery app may also be likely to use other similar services, such as Gopuff, Grubhub, and Uber Eats. This information can help advertisers identify new occasions to reach consumers and test different messages and media placements.
The effectiveness of audience modeling depends on the quality and breadth of the signals used. Carrier data provides a useful foundation for modeling by combining observed app ownership and engagement with patterns of real-world movement and demographic attributes. This type of data can help advertisers build a more complete understanding of consumer interests and activities.
Platforms such as Blis and Vistar Media use carrier data to model and activate audiences across different channels, including connected TV, audio, and digital out-of-home. The modeling is only as good as the data it is based on, which is why the breadth and quality of observed behavioral signals are important. Strategies that do not rely exclusively on one identifier or platform can provide additional resilience in the face of continuing restrictions on advertising identifiers.
Questions and answers
What is the main challenge faced by media planners?
Media planners face the challenge of finding new customers and proving the effectiveness of their strategies.
How can carrier data help advertisers?
Carrier data can provide a more comprehensive view of consumer behavior and help advertisers identify new audience opportunities.
Why is it important to use a variety of signals in audience modeling?
The effectiveness of audience modeling depends on the quality and breadth of the signals used, and using a variety of signals can help advertisers build a more complete understanding of consumer interests and activities.
