Are you looking for a way to get your content seen by the right people? Are you tired of burning through advertising budget while never quite hitting the mark? 

It’s no secret that when it comes to the success of any digital campaign, targeting is key. It’s so impactful, in fact, that targeted advertising has been shown to increase click-through rates by 670% compared no non-targeted ads. And with more and more options available for getting your message in front of the right people, it can be daunting to find what will best fit your needs. By being able to differentiate between generic, off-the-shelf and people-based, custom audiences, your company will benefit from better targeting methods and will be introduced to strategies that can lead to increased brand visibility and higher conversion rates.

Precision vs. Potluck

The differences between people-based custom audiences and off-the-shelf audiences are significant in terms of their level of customization and relevance to specific marketing campaigns. People-based custom audiences are tailored to meet specific customer specifications and are designed to be delivered to selected destinations based on the campaign’s goals. 

When building people-based custom audiences, businesses can leverage multiple data attributes including demographic, interest, lifestyle, geographic, and more. These custom audiences may also include look-alike modeled segments, which identify individuals who share similarities with existing customers, and custom segments that are continually refreshed and updated. This ensures that the audience is finely tuned to align with the unique business objectives and targets.

On the other hand, off-the-shelf audiences, while readily available, may not accurately represent the intended target audience or suit the specific requirements of a particular business. They lack the customization offered by people-based custom audiences, which can result in less effective marketing efforts and potentially wasted resources on reaching the wrong audiences.

The Pitfalls of Off-the-Shelf Audiences

Off-the-shelf audiences have several notable limitations that all marketers should be aware of. One primary concern is the potential for outdated, incomplete, or irrelevant data. Since these audiences are pre-compiled and not customized to a particular industry or niche, the information may not accurately reflect the current market dynamics or target audience preferences. This can result in wasted ad spend as marketing efforts may be directed towards individuals who are no longer interested in the products or services offered. 

Relying on off-the-shelf data might lead to missed opportunities to reach ideal customers, as the audience may not align with the specific criteria required to effectively engage and convert potential leads. It is essential for businesses to carefully assess the drawbacks of off-the-shelf audiences and consider alternative strategies, such as people-based custom audiences, to ensure more precise and effective targeting in their marketing endeavors.

Customization is Key

People-based data offers businesses a variety of benefits to significantly enhance their digital advertising strategies. With custom audience data, companies can delve into a deeper understanding of their target audience, gaining insights into their behaviors, preferences, and pain points. Armed with this valuable information, businesses can create highly personalized and tailored digital advertising campaigns that resonate with their intended audience.

By reaching the right people on the right channels with the right message, businesses can boost engagement levels, foster stronger connections with potential customers, and ultimately drive higher conversion rates. This personalized approach to targeting not only increases the effectiveness of digital advertising efforts but also maximizes return on investment (ROI) by ensuring that resources are focused on the most promising opportunities. Through people-based data, businesses can effectively optimize their marketing strategies and establish more meaningful and lasting relationships with their customers.

Next Steps

When implemented strategically, people-based custom audiences can help businesses reach their desired outcomes with greater precision. Not only does this approach prove to be more effective, but it also allows for more creative flexibility during marketing campaigns. People-based custom audiences come with various advantages, such as advanced targeting options and reporting capabilities that inform business decisions and enhance campaign performance. 

Among the numerous opportunities people-based data present, it is clear that the unique insights provided by this audience type are unparalleled. If you are interested in leveraging people-based data, contact BRIDGE today for a customized solution that suits your individual needs and objectives.