Mar
07
2012

Four steps multi-channel marketers can use to run an addressable advertising campaign

Experian Marketing Services is gearing up to share valuable data, trends and benchmarks with marketers in the upcoming 2012 Digital Marketer report. Here’s a preview of digital advertising insights you can expect in the report. 2012 Digital Marketer, set to release in April, and check back weekly for more exciting previews of what’s to come. If you missed our earlier posts, click here to read them now.

It is impossible for a marketer to ignore technology’s ever-growing role in the customer’s life. Mobile apps and tablets are just two examples of how emerging digital tools can create fundamentally new marketing channels. Luckily, on the technology side, audience targeting has evolved in tandem so advertisers can better connect with customers in this increasingly fragmented digital world.

Now, with the advent of data-driven online display advertising, multi-channel marketers can convey the same tailored offline message through any digital channel, whether online, television, mobile, tablet or social. This discipline is often referred to as “addressable advertising.”

Addressable advertising campaigns run by Experian Marketing Services have demonstrated that data-driven display ads yield uplift not just in Internet sales channels, but also in mail-order and retail channels.

Addressable advertising campaigns run by Experian Marketing Services have demonstrated that data-driven display ads yield uplift not just in Internet sales channels, but also in mail-order and retail channels. This is of significant interest because it demonstrates the positive multi-channel effect of display ads and the ability to tie online exposure to offline sales.

It may sound a little complicated, but running an addressable advertising campaign is not daunting, particularly when working with an experienced provider.

There are four basic steps to run an addressable campaign:

  1. The advertiser selects the criteria for its target audience, whether it’s traditional demographics or psychographics, or perhaps overlaid with more relevant attributes derived from its own customer file.
  2. A trusted marketing services provider, like Experian, matches the target audience attributes to their digital addressable audience database in a privacy compliant, de-identified manner.
  3. Customized display ads are shown to target audience recipients via various digital channels.
  4. The marketing services provider generates multi-channel attribution metrics to quantify the campaign lift.

It’s as simple as taking the basic principles of direct marketing and applying them online. Seek addressable advertising platforms that rely on the proven principles of direct marketing in order to ensure the flexible implementation of integrated marketing programs, as well as to harness strong measurement capabilities. These new advertising platforms should be coupled with advanced media-delivery technologies to help reach customers online, on television and on mobile devices in an efficient and privacy-centric manner.

Pre-order the 2012 Digital Marketer, set to release in April, and check back weekly for more exciting previews of what’s to come. If you missed our earlier posts, click here to read them now.


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