Timing is Everything: How Recency Impacts Performance


Recency Impacting Performance

Recency Matters

Timing is everything in advertising. Not all marketers need to target someone who just took an action. Some need to target shoppers while they are researching a purchase, while others want to catch them right at the point of purchase. And yet, others might want to time a message after a purchase or as part of a loyalty strategy.

Variable recency allows you to advertise to someone you know is in the market for your products at the optimal time. With Simpli.fi, you can target from immediately when a user’s action occurs (such as a web search or entering a geo-fence) up to 30 days later. It’s all about targeting at the right place and right time based on your sales cycle.

Variable Recency

The way many second-generation demand-side platforms address recency is by creating micro audience segments based on time. However, the process of doing this takes time, and we live in a real-time world.

For instance, no one needs an emergency plumber three weeks after the fact, and no one buys a car the first time they search “Toyota.” If you ran a pizza delivery service, whom would you pay more to advertise to? A person who is in an opaque “Pizza Lovers” segment, or a person you know searched for pizza delivery in your ZIP code two seconds ago? The old saying, “Timing is everything” turns out to be true. The value of when you target an audience can vary significantly based on when the action or behavior took place.

The Simpli.fi Difference

Traditional audience segments provide limited insight into the recency of intent or action. By the time these segments are created, users can move on from their original intent to something else.

Simpli.fi’s unstructured data model breaks the black box of segments because we retain the date and time stamp associated with every piece of data. That makes every individual data element, including recency, visible and valuable again.

Being able to leverage variable recency in programmatic marketing makes it possible to place the right ad in front of the right person at the right time. And isn’t that what advertising is all about?

Reach out to us at hi@simpli.fi or get in touch with your Simpli.fi representative to learn more about taking advantage of variable recency