For many years Digital Marketets like WAY Nation Solutions have been discussing why advertisers should care about what we referred to as “the mobile invasion.” The idea was that, since smartphones had become ubiquitous, mobile was (and still is) a crucial avenue for advertisers to get in front of consumers. More broadly, we were speaking to the importance of identifying and utilizing a strategy that gets ads in front of the right people at the right time with the right message. In this blog, we’ll take a look at another dynamic opportunity: using addressable programmatic to reach consumers at the household-level across all devices.
Over the past few years, we’ve seen connected TV and over-the-top devices become almost as commonplace as smartphones. Even more significant is what consumers are doing with these devices and where they’re doing it—watching streaming media at home. In fact, Nielsen stated last August that streaming consumption across all video options was up more than 74% from the previous year. This is a strong indication that “streaming is now the present and future of content creation.” (Nielsen)
Today, it’s commonplace for consumers to use multiple devices and watch on different screens in a single day. Advertisers need a way to reach these consumers across all of their devices with household-level precision. With addressable programmatic, advertisers can do exactly that.
A New Revolution: The Path to Precision
We’ve taken the next step on a long road of location-based targeting advancements, beginning broadly with DMAs and zip codes and then narrowing down to geo-fencing. Addressable programmatic takes that progression several steps further. Thanks to the technology that powers WAY Nation Solutions Addressable Geo-Fencing and Addressable OTT/CTV solutions, addressable programmatic represents the most granular location-based targeting available.
This means advertisers now have the ability to get their ads in front of consumer eyeballs at any one of the 126 million households in the United States. Using GPS and plat line data, geo-fences are drawn around a specific physical address allowing advertisers to serve mobile, video, and/or OTT/CTV ads to users within the targeted household. No more wasted impressions targeting DMAs, Zip Codes, or surrounding neighborhoods. This is an unparalleled union of pinpoint precision and scale, and light years ahead of the older targeting methods.
Addressable programmatic with WAY Nation Solutions lets advertisers reach consumers household by household so that campaigns can take into account the various ways one household differs from another. The results are less wasted impressions, higher ROI, and most importantly more personalized and useful ad experiences.
Taking Addressable to the Next Level with Real-Time Audience Curation
Now that you’ve seen the superior audience targeting available with addressable programmatic, let’s talk audience curation. WAY Nation Solutions Addressable Audience Curation (AAC) tool lets advertisers easily curate addressable audiences in real-time based on location and demographic data. Location data can be filtered by postal code, city/metro, congressional districts, and more. Advertisers can then build and activate a custom household-level audience in real-time using more than 600 offline data variables (including demographic, economic, and political variables) for inclusion or exclusion via full Boolean capabilities. This is truly granular audience creation at your fingertips, and it can be implemented at the national scale.
With AAC, advertisers can get the maximum value out of addressable programmatic. Let us build and curate your ideal audience, then serve ads to that audience using our unsurpassed addressable targeting capabilities. It’s the perfect way to reach consumers on all of their devices.
Attributing and Reporting on Conversions Both Online and Offline
Now that we know how to target the right audience across all devices within a household, how do we track and measure it? One of the toughest challenges marketers face is attributing an ROI to an ad campaign. Fortunately, WAY Nation Solutions has a robust reporting and analytics suite that provides advanced attribution solutions, including the ability to measure both online and offline conversions.
Advertisers can now track online conversions from their addressable advertising efforts, including visiting an advertiser’s website, completing a form-fill, adding a product to a shopping cart, purchasing a product, and more. You can even track the conversions from OTT/CTV campaigns served on the big screen in the living room and other small screen devices.
Additionally, by layering in Conversion Zones with addressable programmatic campaigns, advertisers have access to foot traffic attribution. Thanks to pinpoint-accurate mobile technology and unrivaled cross-device matching from WAY Nation Solutions, advertisers can track the number of users who were served an addressable ad and then visited the advertiser’s physical location.
By measuring both online and offline conversions, it’s easy to show the impact that your campaigns are having on the bottom line. Now, advertisers can see how each household is responding to digital ads, and adjust and optimize accordingly. This is truly next-level targeting and attribution.
To see what addressable programmatic with WAY Nation Solutions can do for you, contact me at firstname.lastname@example.org