From the very first digital ad that ran on HotWired in 1994 to the mobile advertising of today, advertisers have long-sought to capitalize on targeting actions taken by consumers. It makes sense. If someone reads
an article about running, they must be a runner and therefore, they must be in the market for running shoes, right?
The problem with behavioral targeting, and quite honestly most targeting to date, is that advertisers have targeted audiences based solely on the type of content that people consume. How can advertisers improve their targeting in a way that’s both engaging, polite, and scalable?
Looking Beyond Single-Dimension Targeting
The modern day marketer needs to look beyond the single dimension of adjacent content when building a target audience. With the mobile device becoming an appendage of almost every American consumer, new signals are being generated that can help marketers better understand real world actions instead of relying on weaker signifiers of interest.
Take for example, a running app. If an advertiser has the ability to get event-level data on a user that has completed a run, they are now able to be much more effective in their targeting versus relying only on an event in which a runner has simply read an article. If you have event-level data on a consumer, you possess a much stronger signifier of interest and therefore, intent. With this strong signifer of interest in hand, a marketer can serve a more timely and relevant message to that consumer, creating a better advertising experience for all involved.
Building Action-Oriented Audiences That Scale
How do we build these audiences? The answer is not a simple one.It is possible to scale event-level data to the degree at which effective marketing is possible. By partnering with mobile applications or networks of applications, marketers can pull event level data into their customer database (Customer Data Platform or CDP for the more sophisticated organization). Using these events as the core building blocks for audience building, marketers can scale audiences through various forms of modeling. While “modelled” audiences may not have the same impact as those audiences spotted at the event-level, they will likely be more effective than modelling audiences off signals such as content consumption. Fusing third-party event-level data with first-party data is yet another way to get more scale and efficiency from event-level data. If you are selling running shoes and purchase event-level data that signifies “exercise completion” and marry it with cart abandoners for running shoes, your likelihood to make a sale will go through the roof.Want to elevate your audience strategy? Learn more about how Kiip Audiences can get you ahead of the competition.