Audience buying has evolved from basic demographic targeting to a more intent-based approach that uses general browsing activity to infer intent. This is a good first step, but there is still room to improve audience buying to target the right prospects at the right time, when they show interest in the products and services that you sell.
Jumpshot can improve upon this by adding actual conversion activity to the equation. We are building audiences off of conversion behavior found in our clickstream data, that can be used to create look-alike audiences to scale volume for new customer acquisition.
How advertisers can benefit from better intent-based audience buying
Advertisers can optimize their digital campaigns by using intent-based audience buying that is informed by actual conversion activity. Here are a couple examples of the benefits of intent-based audience buying across verticals:
Insurance advertisers care about the path-to-quote on their own website as well as competing sites. However, they don’t want to reach people who recently filled out a request for a quote because these people are too far down the conversion path. Instead, they want to reach people who are about to fill out a request for a quote, which is exactly the type of people who can be found by targeting a highly intent-based look-alike audience.
Travel advertisers care about completed bookings on their own website, competing sites, and online travel agencies. Now, let’s say a travel company is looking to grow its loyal customer base. It can target an audience that looks just like the audience that’s actually booked with them on their site or travel platforms.
Retail advertisers care about the completed checkouts on their own website, and on competing sites, as well as marketplace sales performance. A retail advertiser can target an audience that acts like the audience that has completed checkouts, but has yet to convert. This helps them bypass spending ad dollars on window shoppers and instead apply their budget on reaching people that match the pattern of those who actually buy.
Consumer Packaged Goods
CPG advertisers focus on selling their products through distribution channels, such as 3rd-party marketplaces, so they care about their marketplace product sales, as well as the competitions’. Like retail advertisers, CPG advertisers can target an audience that exhibits the same unique online behavior as an audience of verified purchasers, and reach them at the right time, when they show interest in the company’s products.
Across all these industries, advertisers can pursue a simple recipe for success. Identify the conversion activity that you want to drive and then create a look-alike audience who is about to do that activity.
Bottom line: When audience buying made its last leap from demographic targeting to behavioral targeting based on browsing data, the browsing data was easy to come by. Now that audience buying is making its next leap to behavioral and look-alike targeting based on conversion data, the conversion data is not as easy to come by. Jumpshot is one of the few companies with conversion data across the web.