Why Always-On Audience Targeting Matters
Traditional digital advertising has been characterized by running individual campaigns, targeting specific audiences, and analyzing performance. However, Theo Visser, Head of Sales at Flow, believes that this approach misses a crucial opportunity for long-term engagement and growth.
According to Visser, continuous engagement with audiences leads to improved performance over time. As algorithms become smarter and messaging becomes more refined, the efficiency of advertising spend increases. Unfortunately, many advertisers start each campaign from scratch, losing valuable insights when the campaign ends.
Visser emphasizes the importance of adopting an always-on audience targeting approach, leveraging high-intent, first-party data audience segments. These dynamic audiences can be utilized at any time to build a strong audience targeting and retargeting strategy.
Building Out Long-Term Audience Strategies
By utilizing first-party data and data from platforms like Flow, brands can create precise targeting strategies that evolve over time. This approach moves beyond traditional demographics-based targeting to focus on real user intent, driving more effective results.
Rayhaan Williams, Head of Digital Marketing at eComplete, suggests classifying campaigns based on objectives and tracking user journeys across the funnel. This shift towards precision targeting driven by real user intent allows brands to uncover valuable insights and refine their strategies continuously.
What Brands Can Do Now
- Adopt a Long-Term Mindset: Consistent engagement and iteration with custom audiences yield better results over time.
- Categorize Campaigns: Align different campaign types with specific audiences to contribute to a holistic audience strategy.
- Utilize Data Marketplaces: Platforms like Flow offer access to high-intent audiences for customized targeting goals.
- Extract Insights from Campaigns: Analyze metrics like churn and return rates to understand target consumers better.
- Build a Robust Retargeting Pool: Use real insights from campaigns to create a valuable retargeting audience for future strategies.
Looking Ahead: A Smarter, More Agile Future
Visser predicts a shift towards a dynamic and decentralized era in digital advertising, driven by AI advancements and the rise of commerce media. Brands are increasingly focusing on delivering personalized user experiences through precise targeting and relevant messaging.
To thrive in this evolving landscape, Visser emphasizes the importance of understanding the ideal audience and leveraging first-party data audience strategies for long-term success. By experimenting with these strategies now, brands can stay competitive and efficient in their advertising efforts.
For brands looking to stay ahead in the digital advertising space, Visser recommends partnering with Flow to define target audiences and access optimized segments for more efficient campaigns.
