Why Data Onboarding is the Secret Weapon for Targeted Video Ad Campaigns

Marketing Innovation

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Why Data Onboarding is the Secret Weapon for Targeted Video Ad Campaigns

Marketing Innovation

Access to extensive data, in combination with massive technological capabilities, has allowed online video advertising to emerge as a highly efficient way of engaging a target audience. The more information known about an audience, the easier it is to predict interest, intent and future behavior. Brands are then empowered to personalize campaign messages, ensuring that all running advertisements are relatable to the viewer.

Activities conducted by a user online can be tracked through the use of cookies, but when it comes to insight into customers’ offline behaviors, marketers turn to data onboarding companies. CRM data is the quiet component that might be able to give your marketing strategy an extra boost.

Here are three specific ways that data onboarding can play an important role in planning an effective campaign:

#1 Retargeting:
In the video advertising industry, retargeting is often thought of as a simple equation: a user visits a website of interest, the website cookies that user and then targets them by showing them tailor-made ads as they go elsewhere on the web. That’s the most simplistic iteration. Data onboarding creates new opportunities for retargeting based on anonymized, but matched, customer data. By using data from CRM, POS, or loyalty systems to retarget customers, anonymously, you create new opportunities for brand exposure, which entices consumers to visit your site and buy.

Companies, like Viewbix, that specialize in custom video players can place high impact overlays on a video ad. This functionality easily allows a generic advertisement to become a personalized message for a cost efficient way of delivering targeted ad experiences.

#2 Ad Suppression:
By tapping into offline data, such as mailing lists, loyalty memberships, and in-store transactions, marketers can tailor campaigns to specifically include or exclude customer segments. For example, if a university wanted to run an ad campaign highlighting its undergrad programs, they would want to avoid serving their ads to people who had already enrolled as a student at their university. CRM data can establish who these people are, and exclude them from the ad campaign, thus preventing “brand noise” and the waste of ad dollars.

#3 Look-alike Modeling:
Offline data can show the purchasing patterns of a large sample of customers. Over time, demographic patterns among these consumers inevitably present themselves. What does this mean for you? If you find that the same customer segment regularly purchases from your company, it’s time to find more of those types of people. Data onboarding makes it easier to target the right demographic. You can serve your ads to people who fit the portrait of your typical customer, which increases the likelihood that they, too, will convert into customers.

Each type of company in every distinct industry can benefit from data onboarding, but the power of CRM data lies in what you choose to do with the information. Understanding the behaviors, intents and interests of your existing clientele is the best way to target future customers and increase conversions. Online video ad platforms, like Yashi, can take CRM data and mix it with 3rd party data and permissioned geographic information to form an actionable plan. Stop wasting ad dollars on traditional, immeasurable advertising and utilize CRM data through a DSP to show your ads to the people who you want to see them.

Author: Scott Hoffman, COO, Yashi