The holidays are quickly approaching, and the battle for consumer attention is bound to get fierce. Use budget-conscious, unique and innovative solutions to meet your campaign goals.
Be Budget-Conscious
The very first step in putting together a data strategy is knowing what your campaign objectives are, your budget and your flight dates. Analyzing your KPIs will provide you with what CPM you are willing to pay on your holiday segments. This year, MediaMath has gone ahead and negotiated a price break on holiday segments from many of our data providers.
Look for Unique Audiences for the Best Scale
Tapping into fresh and unique shoppers is a must to be successful. The more recent the data and the less overlap with other data providers, the better the opportunity. Consider building custom segments or themes including last-minute shoppers, impulsive buyers, holiday gifts for dads/moms/pets and even shopping for those who have birthdays around the holidays.
Leverage Your Own First-party Data to Create Winning Prospecting Programs
Take advantage of your first-party data to power custom prospecting audiences, as they are going to be your top performers. Through onboarding partners, you can import your own contacts and find them online. For added scale, utilize lookalike modeling to layer on more users. We have analyzed the various methodologies to bring together the best in breed, so contact us to help you find the most appropriate solution for your needs.
Ask About Intent
Know the level of intent in the data you are using to reach the consumer you are looking for. Are consumers browsing with some interest, or are they deep in the path to purchase, showing buying signals near the point of purchase? From your typical in-market or interest segments from providers like Oracle Data Cloud and eXelate to buying propensity segments from Neustar to holiday affinity segments from Affinity Answers, we have it all. Leverage mobile in-app segments, contextual segments or search segments to strengthen your targeting strategies.
Be Knowledgeable About Transparency
Work with data providers that are transparent about their data sourcing—the more you know about the source data, the better you can determine if it is a match for your objectives. Check out our OPEN portal for information on all our data providers. This holiday season, MediaMath brings you credit card transactional data via Mastercard and Cardlytics, where data is directly sourced from financial institutions and purchase behavior. Identify spending habits and high-tier spenders. We also just launched our custom partnership with TruSignal, a data provider with over 2000 offline data collection points, to score any seed audience to identify highly likely and absolute non-converting customers.
Think Outside the Box
Leverage active social media interactions to extend reach to your brand’s most relevant audiences. Affinity Answers segments consist of aggregated audiences that have engaged with your brand on social media. For example, social affinity targeting allows you to effectively reach those who are interested in buying a Nook by reaching fans of ABC Family’s 25 Days of Christmas. The relevant audiences reached via social affinity bridge the gap between those who are just generally aware of Nook and those that are in-market for one. Also check out social segments from Lotame and AddThis to hone in on other social habits of your potential customers, especially millennials.
Maximize Online Sales
If online sales are a key priority, work with data providers that specialize in e-commerce and online shopping data. Connexity, formerly Shopzilla, aggregates online shopping data. Data partners like AddThis and Lotame, as well as Bombara, all source their data online, making their segments good targets for online purchasers.
Beyond the above tips, MediaMath can also put together custom solutions at very reasonable prices using a multitude of the data providers mentioned. Brand safety is also very important during the holiday as are tech solutions to measure viewability and fraud.
Email the MediaMath data/tech team or any OPEN partner directly from our portal for your best holiday campaign yet.