The Importance of Recency in Data-Driven Advertising
In today’s fast-paced world of advertising, recency equals relevance. Why pay more to target a consumer locked into a “pizza lovers” segment when, for less money, you can reach a consumer who has just read about the best pizza shops close by a few minutes ago?
That’s the value of recency in programmatic advertising, and it can mean the difference between a campaign that delivers mediocre results and one that moves the needle for your business.
The Challenges with Recency Offered by Most DSPs
Most demand-side platforms (DSPs) offer recency, but that alone doesn’t make their application of recency effective. These DSPs often create audience micro-segments that are time-based, such as pizza shoppers in the past 30 days. The challenge with that approach is that we live in a real-time world. By the time the micro-segments are generated, the users within it have moved on. The result is missed opportunities and wasted ad spend due to a lack of timeliness.
Of course, that doesn’t mean there aren’t valuable users to reach within those segments, but without a data-driven approach that’s guided by recency, you’re more likely to waste ad dollars and miss opportunities to reach the right users with the right kind of message at the right time.
A New Approach to Recency
Simpli.fi’s approach to recency is all about giving advertisers the control needed to maximize relevance. It addresses two key shortcomings of other DSPs: precision in recency and the ability to pair it with unstructured data (more on that in a bit).
To maximize that control, Simpli.fi provides robust recency tools, enabling you to target audiences based on a recency that makes the most sense for your campaign. You can target broadly (a 30-day period, for example), instantly (the next page load), and just about everything in between.
Additionally, Simpli.fi lets you pair recency with unstructured data elements, such as location visits, keywords searched, content consumed, and other variables. This is how you can execute sophisticated campaigns–targeting users who searched for a keyword or visited a store within the past hour, day, or month.
By pairing recency with unstructured data, recency transforms into a powerful tool that enhances performance and minimizes waste within digital advertising.
Why Granular Recency Is Table Stakes
As we’ve noted, recency is really a focus on relevance. You can build a stronger level of trust with a consumer when you can connect insight in real time, rather than taking a probabilistic (i.e. predictive) approach with a broader time range.
If you know a consumer just searched for pizza stores a few minutes ago, you know that they are hankering for a slice, and not simply someone who was included in a segment due to a prior behavior that leads to a predicted future outcome.
Adopting a deterministic approach and harnessing recency controls with well-defined data points will deliver better performance and less campaign waste. This approach unlocks unparalleled capabilities for precise targeting, optimization, measurement, and reporting, providing a distinct advantage in your campaigns.
The more nuanced your recency options, the more you can tailor your campaigns to meet your marketing goals, whether that’s conversion, increased consideration, or promoting long-term loyalty.
Want more control over your campaigns? Get in touch!
Fill out the form below, contact your Simpli.fi representative, or email us at hi@simpli.fi for your next steps.
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