Phil T’ien — April 10, 2020 Programmatic campaigns are able to meet their KPIs most effectively when they leverage a strategic mix of tactics and highly targeted data sets that reach the right audiences at the right time. In fact, precisely targeting the right audience is paramount to campaign success—regardless of the quality of ad creative, or even the technology that you are investing in to make the best use of your ad spend.
Incorporating your own 1st-party data through CRM upload is a great way to utilize your proprietary audience groups effectively. Likewise, intent-based Custom Segments help to broaden campaign reach with audiences who have shown interest in a topic. That said, using these two targeting strategies alone is not always enough to maximize scale.
After all, the first step to any successful campaign is ensuring that there is enough awareness about your brand at the top of the funnel, so that users can then be retargeted to eventually convert. To achieve this goal alone, 3rd-party audiences are incredibly important—but what is the easiest way to access them?
Enter, my favourite StackAdapt feature, the Third-Party Catalogue.
What is the Third-Party Catalogue?
In StackAdapt, 3rd-party data is consolidated into our Third-Party Catalogue, available for users to access from our Audiences page. Simply, it acts as a lookbook to browse over 150,000 available segments on our platform.
Third-party audiences are curated data sets that are available directly through data intelligence partners like Clickagy, 33Across, and PushSpring. You can use these audience data sets to narrow in on specific user targeting characteristics, such as demographics, firmographics, income, or even interests.
When would you use this?
Leveraging 3rd-party audiences is ideal when building your campaign strategy at the top of the funnel. They will allow you to extend the reach of your campaign beyond your usual customers and capture potential new users. At the beginning of any campaign, it is important to gain a comprehensive understanding of who you’re trying to reach, and the tactics you’re going to employ to move them down the funnel to convert. By starting with 3rd-party audiences, you are increasing that initial audience size exponentially, expanding the audience pool for prospect nurture and perhaps learning about some attributes to enhance your buyer personas.
With the Third-Party Catalogue, you’re able to look into audience segments pre-campaign and search keywords related to your target audience. In the event that your campaign is already running and you would like to amplify the performance and expand the scale, you can look at audiences within the Third-Party Catalogue to supplement the campaign—reaching new users in a broader audience.
Why is it beneficial?
With StackAdapt’s Third-Party Catalogue, marketers can determine which audiences will most effectively drive engagement. With this in mind, Third-Party Catalogue is my favourite feature for the following reasons:
1. Ease of Use: All segments are neatly organized within the catalogue, with the ability to filter by geo, audience size, provider, CPM, etc.. This allows you to narrow down to specific audiences that you are aiming to target
2. Widen Your Funnel: As a top-funnel awareness tactic, being able to easily access these 3rd-party audiences is incredibly beneficial to further drive performance of other audience plays such as lookalike audiences or retargeting efforts as you move down the funnel and narrow your targeting efforts
3. Accuracy: The Third-Party Catalogue provides accurate scale for vertical-specific targeting efforts that aim to find users that are interested in the brand advertised. The data-sets available ensure that you target the most relevant users for your campaign and maximize scale
4. Quality of Partnerships: StackAdapt’s partnerships with 3rd-party data intelligence partners ensure that campaigns can effectively scale in general verticals (i.e. automotive and travel), and also stay compliant in sensitive verticals (i.e. healthcare, alcohol, and cannabis)
How To Get Started:
The goal of any successful campaign is to target the right users at the right stage in their purchasing journey. With massive amounts of 3rd-party audiences available on the StackAdapt platform, the best way to get started is through the Third-Party Catalogue, available directly through the Audiences page in the platform.
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