Bit by bit, media buyers have grown accustomed to audience segmentation. At the same time, the need for performance-based marketing solutions continues to skyrocket. This focus, pertinent for every marketer, fixates on generating quality leads, generating enough leads, and measuring performance. Advertisers also should know how to increase performance while driving total costs down. That’s where Simpli.fi’s addressable solutions come into play.
THE PERFORMANCE GAP THAT OCCURS WHEN FOCUSING TOO HEAVILY ON AUDIENCE SEGMENTATION
First, audience segmentation is not inherently bad. Targeting based on demographics, behaviors, psychographics, and locational data is a good proposition. Advertisers should seek to identify target users and serve them ads in every strategic way possible.
Where audience segmentation becomes problematic is when there aren’t clear data signals for advertisers to use with their campaigns. Industry-wide, we see this in the following ways:
- Targeting (i.e., how accurate is the data)
- Optimizations (i.e., how do we drive our costs down with precision)
- Reporting & Analytics (i.e., who are we performing well with vs. who are we not)
With a segment-first approach, there’s often more questions than answers when it comes to performance. This strategy can fail to answer the deeper questions that further expose consumer behavior. Some of those questions include: where are we performing well, with whom, and how can we improve upon that? To that end, Simpli.fi’s performance-first approach to programmatic focuses on targeting, optimizing, and reporting towards driving better performance faster.
HOW SIMPLI.FI’S ADDRESSABLE TECHNOLOGY SOLVES AUDIENCE SEGMENTATION CHALLENGES
To drive better performance, transparency must exist throughout targeting, optimizations, and reporting. We help our advertisers target, optimize, and report with precision. Our reporting and analytics dashboards provide real-time insights to help increase performance and cut costs.
One of the challenges with audience segmentation is a lack of clarity in performance. As an example, let’s pretend we’re running a CTV campaign. A segment-first mentality focuses on how segments affect cost and performance. Yet, our addressable technology offers granular performance insights for each individual audience. We can analyze your CPA, CPM, and VCR, for example, at the zip+4 level. And this data is available 24/7 for every campaign via our Campaign Explorer and Report Center.
With this performance-based approach, you’re gaining greater insight into what’s actually working. This isn’t meant to discount the idea of targeting a segmented audience. Rather, our addressable solutions can perform with any target audience, both individualized (i.e., targeting specific keywords) and segmented (i.e., country music fans). And the more we focus on performance in our targeting, optimization, and reporting setups, the better the outcomes.
Through a performance-first lens, we drive better performance faster with every target audience. Our speed and agility with performance-first media buying allow our advertisers to drive home campaign performance, which further reduces total costs.
COMBINE HOUSEHOLD-LEVEL PRECISION WITH A CROSS-CHANNEL STRATEGY FOR BETTER PERFORMANCE
One perk that makes our platform performance-friendly is its ability to perform cross-channel. Take the above example of how Simpli.fi helps increase performance and cut costs at the zip+4 level. Now, apply that same example to display, video, native, and audio. And take it a step further with access to over 3,000+ demographic, psychographic, and locational factors for https://simpli.fi/reach-measure-validate-foot-traffic-with-our-comprehensive-geo-fencing-solutions/.
We combine the power of household-level precision with cross-channel marketing. From a single platform, our advertisers access real-time insights into every campaign.
With our performance-first structure, we’re built to optimize mid-flight for optimal success. This agile structure helps reduce campaign costs while increasing performance. It also empowers marketers with meaningful consumer data. Our advertisers know how each consumer responds to different creative messaging.
As the digital landscape pushes for performance-based marketing, look no further. Come experience the programmatic platform home to over 30,000+ monthly active advertisers. With our performance-first approach, we’re ready to help meet your goals today.
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