Ad Suppression: the Other Side of the Targeting Coin

Marketing Innovation

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Ad Suppression: the Other Side of the Targeting Coin

Marketing Innovation

You say a lot with your marketing. But not every topic, copy, or creative is perfectly suited for every audience.

Obviously, you want your customer to get the right message—the message they deserve and the one that will resonate most with them. People-based targeting is really useful for making this happen: by leveraging your own data, what you know to be true about your customers, you can transform marketing into a conversation.

But sometimes it’s not about what you want to say to your customers, or a specific subset of your customers, that matters—it’s what you DON’T want to say to them. That’s audience suppression.

What is Audience Suppression?

Audience suppression is just the opposite of CRM retargeting. However, like retargeting, audience suppression requires that you know who your customer is, whenever and wherever they pop up.

Identity resolution helps you accomplish this by allowing you to resolve all of your customer’s various online and offline IDs back to an individual.

Sometimes what you don’t say to a customer is just as important as what you do. This capability comes in handy for a number of situations of varying degrees of sensitivity.

Don’t Scare Unaffected Customers

Think of a message you want some of your customers to hear, but not others, and especially not your prospects.

An automotive company had this situation when they were recalling a specific make and model of a defective vehicle. They wanted to make good on their responsibility to those customers to provide them with safe cars, but they didn’t want to scare customers who had bought safe editions, or any potential prospects who were looking for cars that weren’t affected.

Thankfully, they knew who had purchased the cars in question: they had data on those customers in their CRM. So they used identity resolution to connect what they knew about those individuals to their cookies, mobile device IDs, and other online identifiers in a privacy-conscious way, and connected that list to their ad server to show that audience creative related to their recall.

Not only was their media spend reduced, but they made sure that their customers got the information they needed without causing undue panic about a problem they’d identified and resolved.

Don’t Frustrate Your Best Customers

This works on more than just sensitive ads. You know that thing where you get advertisements for products you already own? That’s really annoying. Like when you were searching for car insurance and you saw an ad for the homeowners insurance you bought last year—for several hundred dollars less than what you paid!

If you’re a business you need to be able to entice new customer with offers that will motivate them to convert without offending your existing customers.

That’s where audience suppression can help. Upload your list of homeowners insurance holders to your search platform, make sure you don’t show them the deal you’re running for first-time buyers, AND use that same list for the cross-sell campaign you’re working on for your car insurance offer.

Two targeted campaigns with one list ain’t bad.

Want to learn more about the cool ways identity resolution can help your business? Take a look at these 13 Sweet Identity Resolution Use Cases.