Social Media is an important channel in many advertisers’ media plans. It offers access to a large volume of active users and enables brands to create a more valuable connection with their target audiences. Advertisers can also utilize a variety of engaging creative formats, such as video, native and banner, to help realize specific campaign and business goals.
However, there are a few drawbacks to these Walled Garden media environments. When operating within a social platform’s native offering, brands, and the agencies working on their behalf, are often faced with a limited view of what happens to their data once it goes into the Walled Garden. This means that advertisers must blindly trust the quality of the audiences created and have access to a limited tool set when trying to understand the users that are being targeted.
Additionally, if an advertiser expands their reach through lookalike modeling within the native offering, the narrow understanding of targeted users leaves questions around the quality of the audience. And, if that same advertiser wants to target the same lookalike audience across platforms, disparate technologies between media environments often lead to inconsistent targeting.
These shortcomings frequently leave advertisers wanting more. To take back control, advertisers and agencies should employ a data activation solution that can enrich, amplify and activate their 1st-party data wherever it is used—including Walled Gardens. The following three steps can help both brands and agencies maximize ROI across Social Media platforms.
Three Steps To Maximize ROI Across Social Media Platforms
1. Maximize Your 1st-Party Data
Advertisers should take advantage of their own data, even within walled gardens. Targeting hand-raisers, consumers who have already visited an advertiser’s site, is an easy way to keep consumers engaged with the brand.
Using a data activation platform, such as OneView, allows marketers to easily create and segment their 1st-party audiences to ensure that they are targeting their exact audience, all while improving efficiency and performance. Data activation platforms allow advertisers to transform cookie-based audiences into more persistent identifiers that can cross the walls of a Walled Garden.
2. Expand Your Audiences
To ensure a brand isn’t over-exposing the same audience, advertisers should utilize lookalike targeting to augment their 1st-party audience. Brands and agencies can tweak the size of their lookalike audience, to find the “sweet spot” between reach and performance. Once the lookalike audience is determined, they can be targeted with tailored messaging that introduces them to the brand.
Marketers should strive to have complete visibility into their lookalike data sets and understand the qualities that are considered when generating these audiences. Otherwise, it could lead to wasted spend on non-converters.
3. Keep Data Sets Consistent
By creating lookalike audiences outside of a Walled Garden, advertisers can keep their targeting consistent between social platforms. Advertisers can target the exact same audience across a multitude of social networks, open exchanges, private marketplaces and even CTV (connected TV) inventory. This enables advertisers to control the customer experience, including frequency and story arc, with consistent messaging delivered to a specific user. No matter where they are or the device they are on.
Taking Back Control
Social Media is a critical source for reaching your audience. Currently, to take advantage of this channel, advertisers have to give up the control found with other media buying modes. By following the three steps outlined above and taking advantage of a data activation platform, advertisers can regain some control over their audiences to increase scale and efficiency simultaneously.
Interested in learning more about how to maximize your 1st-party data across Walled Gardens? Contact us here and we can help you take back control.