As media strategists and planners, it’s our duty to vigilantly monitor the best platforms, trends and technologies to connect customers to our clients’ messages. Combining a deep understanding of audiences with innovative ways to reach them (at the right place, right time, right context with the right message, in the right format, on the right device), these connections become deeper, richer and more relevant. Here are a few of our favorite targeting projects from this year.
Geo-Fencing with Historical Device ID Location
Client: AZEK (composite decking manufacturer)
Target: Contractors, lumber store employees
Objective: Create awareness of and demand for AZEK products in lumberyards that did not carry their product
How it worked: Butler/Till partnered with mobile data providers to build and activate audiences based on their historical device location, allowing us to target people who had visited these lumber yards 4-5 times a week. By targeting people who visited the lumber yards this often, we were hitting two desired target audiences: influential store employees and end consumers. The idea was to give AZEK an equally-impressive appearance to that of a comparable national and well-known brand, so that employees would inquire about stocking it and customers would inquire about buying it.
Outcome: Over 5,000 unique visits, a happy client, repeat campaigns in different markets, and a few more beautiful decks in the world. You can read more about it here.
Data Activation Using First-Party Retargeting
Target: Varies by condition types, geographics, demographics and behaviors
Objective: Move greater volume of qualified audience from consideration to conversion
How it worked: Butler/Till had an agency goal to create richer segments in order to capture and nurture more qualified prospects. To do this, we needed a better way to not only collect data, but also activate it through smarter, more targeted placements. The answer was what’s known as a “single stack” relationship—a combined use of two platforms, one to collect data and another to activate it—to optimize the value of each. Working with MediaMath’s data management platform (or DMP), we were able to capture unique data on actions like button clicks and form fills to define richer audience segments. Then, we used MediaMath’s demand side platform (or DSP) to target and activate them in real time. We did this by:
- Retargeting consumers who clicked on paid search ads but did not convert
- Removing users from our targeted audience if they viewed the ad 10+ times and did not take an onsite action (helping to eliminate media waste and focus resources on higher-potential targets)
- Retargeting users who visited and took multiple actions with a new, more compelling message. This is similar to retargeting, but works at the event/action level vs. the page visit level while incorporating graduated messaging.
Outcome: While full results are still pending, we’re already seeing better overall conversion metrics, which will ideally lead to shorter sales cycles and higher quality leads driven into our clients’ sales operations.
Client: Major direct-to-consumer pharma brand
Target: Plaque psoriasis and psoriatic arthritis sufferers
Objective: Extend reach and drive awareness among competitive users
How it worked: While we only controlled digital media dollars for this client, we wanted to approach a digital video campaign that could efficiently reach low-volume TV viewers and blunt competitors’ TV spots with online video ads. Working with the TubeMogul platform, we were able to deliver across screens and align formats, ensuring pre-roll and display served a uniquely purposeful role relative to the TV. This required us to work across agencies, but in the best interest of the client, we were able to connect true cross-screen strategy and planning directly to the execution and measurement of the campaign.
Outcome: Results are still pending, but early KPIs are strong.
The Bottom Line
As we continue to monitor the ever-evolving landscape of targeting platforms, technologies and techniques, our objective remains the same: creating a deeper and more dimensional understanding of the audiences we target for our clients. Strengthening data partnerships with our clients, media partners and technology partners will allow us to identify and create greater targeting opportunities at the intersection of first-party and third-party data. Stay tuned for more results and new targeting techniques.