You’re a smart marketer. You know that using the right mix of data is important to effectively deliver your video ads. So you’d never rely on demographic data alone to target your audience.
100% of marketers say they use demographic data to target their video ads. But far fewer layer-on additional data like behavioral (63%), contextual (11%), and device (3%) signals to refine reach1.
That’s a problem. Here’s how you fix it:
Build Segments with Cross-Channel Data
People send signals to marketers constantly. Each online interaction – every visit, product view, email open, ad click, purchase – creates data that marketers can use to segment audiences. Combining cross-channel data points is key in gaining the holistic and actionable view of your audience that you need to effectively deliver your video ads.
Prioritize High-Value Data Sets
There’s a ton of data are your fingertips. Focus on what works. There are 2 types of data that are invaluable for segmentation:
Hone Targeting for Specific Objectives
The beauty of holistic, custom segments is that you can “dial-up” specific targeting parameters based on campaign objectives. For example, if you want to conquest competitors, teeter targeting towards competitive terms. Or if you’re seeking brand familiarity, focus on browsing behavior.
Want more tips to create awesome video ad campaigns? Download our Video eBook to learn more.
1 Videology, US Video Market at a Glance, Q2 2016, July 2016
Magnetic is an artificial intelligence company that uses machine learning to deliver smarter, faster, and more effective advertising. Our powerful AI platform continuously analyzes the attributes of over 350 million live user profiles alongside real-time inventory supply and bid opportunities to deliver highly performant audiences and profitable campaigns for our clients.