Fast-tracking Success in Offline Advertising
More than ever, brands are striving to use video to drive outcomes. In a challenging economic environment, advertisers are forced to look for short-term wins when advertising on both linear TV and CTV. With increasing pressure to demonstrate returns, how do advertising campaigns deliver results in a short time frame? The answer is data.
Through analyzing data sources (third-party and/or first-party), advertisers can target their most valuable audience segments and reduce media waste. This marketing strategy prioritizes the audience and is used by established and enterprise brands alike to achieve their performance goals. It also accelerates TV investments to increase market share, and market share remains paramount in an economy where consumers are shopping more prudently than ever before, with an eye on value.
By way of example, as part of its rebranding efforts, connected fitness innovator Bodi (formerly Beachbody) created custom audiences using a combination of third-party and first-party data to drive demand for its new health platform.
Julie, the women’s health disruptor, took an audience-first marketing strategy to profitably increase awareness of its product availability, as well as increase brand equity.
The efforts don’t stop at defining the audience. By extending this to creative, advertisers can tailor their message for each audience segment to remain as connected to the consumer as possible. CTV undoubtedly pairs tailored creative with custom target audiences perfectly.
One word of caution in achieving a fast return on ad spend. It’s important to differentiate between a quick return from a promotional campaign versus a well-balanced marketing approach. The data-led approach shortens the learning curve and when accompanied by a consistent media presence, will build the brand and act as a lever to drive sales. Nielsen Media Research unveiled that ongoing marketing efforts accounted for between 10% – 35% of a brand’s equity. Additionally, they found that a brand loses 2% of future revenue for every quarter it doesn’t advertise.1 Outside of impacting brand awareness. reducing marketing spend negatively impacts performance and increases the cost of acquisition.
During a challenging year, implementing a well-balanced campaign driven by data helps to reduce the learning curve and accelerate the path to a sustainable and profitable campaign. Consistently maintaining a brand presence will ensure that discerning consumers choose your product or service this holiday season.
1 Mediapost. Sept 11, 2023
Nicky de la Salle is the Vice President of Growth at DirectAvenue. With more than 20 years of experience, including a decade at a “Big 6” global agency, in performance marketing and growth strategy, she is a proven senior leader with specializations in omni-channel marketing, eCommerce and digital marketing channels. Nicky has driven the performance marketing vision for Fortune 500, Entrepreneurs and Tech-Disrupters alike both in the US and internationally.
