How we Build Audiences That Are Nuanced, Comprehensive And Accurate
February 27, 2018
Creating relevant, one-to-one connections between brands and buyers is the hardest part of programmatic advertising. This is because today’s internet users are savvy. Research shows that internet users aren’t totally adverse to online advertising, but the format and relevance of your message is critical and ads should not impede on the users’ overall experience. Otherwise, ads are disregarded completely. To build audiences that are nuanced, comprehensive and accurate, lifestyle and interests should be incorporated and, at Acuity, we do this via Social Data.
Social data is a unique data offering to Acuity. It is mined using our Blended Interest Graph technology. The Blended Interest Graph was originally developed by one of the members of our technology family, 140 Proof, and interprets data from over 700 million public social accounts. It looks at what they share, the places they check in, the hobbies they pin about, the influencers they follow, and more. Painting a more complete picture allows us to build highly specific and relevant audiences.
Social Data: The Targeting Technology That Eliminates Guesswork
Targeting technology pays attention to opportunities to capture public information about users regarding their lifestyle and social preferences. It does this through social media so that, whenever an internet user ‘raises their hand’ to opt into content or interests, our technology captures that information and then allows marketers to communicate directly with those users that fall within a defined ‘persona’, eliminating the guesswork from understanding where to find audiences. It also creates a unique, perfect audience, based on key characteristics that you know your target market demonstrates.
Leverage The Immense Power of Useful Data
Data helps you paint a picture of what your ideal audience looks like — the more data you have, the better your chances of reaching the right audience. Knowing who your audience is and where they’re going also helps you spend money more wisely to reach the right people.
As you add additional, related data sets to your audience profile, your data increases in value exponentially, which is when the true value of targeting is most apparent and is also what makes programmatic platforms so valuable.
What is a Persona?
The social data audience persona is built with information about a specific target audience. By interpreting and combining public data from social accounts we can create the perfect audience. For example, if an advertiser wants to reach moms, we would look for social indicators of mom-ness: check-ins at Gymboree, following mommy bloggers on social media or sharing healthy recipes. These personas can get even more specific, such as action movie fans, gardeners or small business owners.
Take a look at this case study that tells the story of how one quick service restaurant created its own custom persona to drive more restaurant visits throughout the campaign flight.
Interests Based Targeting FTW!
Interests-based targeting using custom audiences is so accurate it guarantees campaigns are reaching audiences that are nuanced, comprehensive and accurate so advertisers maximize their return on ad spend. These ads aren’t limited to a publisher’s most popular time or days of the week, but ads are instead automatically placed to display wherever the target audience goes, matching the right audience to the right message, in real-time with programmatic technology.
Your customers know what they want. Give it to them!