High Fidelity: Audience-Based Targeting

Unfortunately too many timesamp160digitally developed audiences are quotweakquot and don39t provide the brand lift andor don39t perform at desired levels Sometimes this is due to building audiences based on older demographic base modelsamp160 Other times it is due to building models based on inferring who the target may beamp160 Still other times it39s just due to the modeling andor losing parameters to bump up the scale of the audiencesGiven the everexpanding digital landscape that is moving toward brand focused audiencebased targeting I contend that it is becoming increasingly important to understand and focus on the fidelity of the audiences developed for targeting amp160Higher quality audiences deliver the advertising attentiveness and engagement that both buyers and sellers are seekingamp160and create desired actions including brand utilization increased loyalty and salesTo understand why I39ve been talking about introducing the importance of fidelity into the discussion we need to step back and look at what fidelity meansAccording to Webster39s Dictionary happily now also in digital format fidelity has two definitions one is about loyalty but applied to electronics it39s about the degree of accuracy or exactness of which something is reproduced amp160Remember high fidelity quotHiFiquot in music which promised and delivered much better sound quality amp160The same goes for audiences amp160Marketers and their agency partners should expect nothing less than high fidelity in their target audience delivery audiences that replicate individuals more likely to engage with a brand and their advertising messaging amp160It is critically important especially if your goals include attentiveness engagement completions conversion and sales And brand fidelity loyalty will followTaking a closer look at the consideration process for the best media quotbuyquotamp160there are a number of important factorsamp160 Certainly for brand marketersamp160contenttobrand alignment is important amp160As discussed earlier raw reach is important as wellamp160But beyond content alignment and reach we typically scrutinize analyze and quotwhateverelseizequot media in order to select media that is concentrated with more people who are more likely to engage with the brand andor product message amp160What we ultimately want is to really reach audiences completely aligned with this goal amp160This is what highfidelity addressesLEAP Media Investmentsamp160develops audiences for marketers based on the level of emotional connection an audience has for a brand We39ve proven that building audiences based on emotional attachment gives greater fidelity a higher quality to your target audienceamp160 That39s because these are the consumers who are enthusiastic about your brand and are more receptive to your brand39s messagingOnce audience seeds are developed based on a consumer level of emotional attachment the LEAP seed audiences overlay and leverage big data sets by magnifying the attributes that replicate or build a high fidelity scaled audienceamp160amp160We then work with our modeling partners to keep the model at a level of high fidelity That means that they are predicted to be more responsive to the brand message and they significantly overindex general population statsWe at LEAP Media Investments recommend a threepronged approach to audience buyingFind people who already have some level engagementamp160with your brandThen model this audience deploying the audiences in media that best reachesamp160those audiencesDon39t be driven solely by scale Strive for quality Too much of the industry is focused on audience size rather than superior highquality audience developmentSeeking high fidelity audiences will be music to your prospective buyer39s ears and help ring the registerClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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High Fidelity: Audience-Based Targeting

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Gary Reisman

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

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High Fidelity: Audience-Based Targeting

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Gary Reisman

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