For years, marketers have chased delivering “the right message to the right audience at the right time and on the right channel.” Fortunately, today’s data and technology landscape, overlaid with media consumption behaviors, makes this kind of brand interaction more than a cliché.
Hyper-precision targeting is a powerful, high-impact, low-waste approach to audience-first marketing that drives engagement, conversion rates and lifetime value. Here is a primer for the marketer ready to bring a laser focus to their advertising strategy.
What is hyper-precision targeting?
Earlier this year, I outlined seven actionable tactics for niche marketing, focusing on the benefits and challenges of niche segmentation. Hyper-precision marketing narrows the scope further by layering behavioral, contextual and inventory-based data onto a demographic segment.
Leveraging attributes such as time, location, channel and device allows you to serve a highly personalized message to custom audiences when and where they are most likely to convert.
Hyper-targeting is all about the data
For any micro-targeting campaign to be successful, data must underpin the strategy from defining the target through to optimization.
1. Audience-first
Whether your product already has a niche market or your brand has broad appeal, and you’re interested in connecting with a subsegment, hyper-targeting begins with defining the target.
Third-party data providers allow advertisers to target high-value audience clusters for demographic and behavioral attributes such as age, income, interests and location. However, first-party data can also help with the construction of lookalike audiences. Other data points to narrow your audience might include contextual and behavioral targeting.
Example: Imagine a feminine hygiene brand with a sports product line. They identify an audience cluster of women 25-34 living in urban centers who are interested in running and caring for the environment.
2. Media planning
With the audience as the foundation, the media can be selected to reach this audience at the right time and place. Channels like online video, connected TV and display are evaluated based on audience consumption patterns.
For instance, the 50+ cohort is likelier to shop on desktop than mobile compared with their millennial counterparts. Additionally, contextual placement, time of day, day of week, and device can all be leveraged to customize the marketing interaction further.
Example: The feminine hygiene brand plans a cross-platform campaign, targeting its niche audience with audio ads on mobile devices at 7 a.m. and 7 p.m., based on peak running times and digital video ads during “high-scroll” times.
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3. Creative
Once you have the audience and the media plan, make the moment count. Develop personalized creative that reflects the audience and messaging that addresses their need or lifestyles. These highly targeted interactions are an opportunity to demonstrate relevance and make authentic connections.
Example: The feminine hygiene brand develops messaging that speaks to the mean, clean, green running machine.
4. Test, learn, iterate
Digital campaigns should always be iterative, and hyper-precision targeting allows tests to be executed easily without massive budget investment. Drill down on performance data for insights into what’s working by placement, messaging and creative, then adjust and continue to test further.
Example: Learning that the audio assets are performing especially well in New York, the feminine hygiene brand launches a campaign iteration that is timed to coincide with the NYC marathon, including custom messaging about crossing the finish line.
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Who should invest in hyper-precision targeting?
Hyper-precise campaigns have advantages, including higher conversion rates and ROAS, particularly for D2C brands with a well-defined demographic (age, region, household income). B2B brands with lead generation goals also benefit from down-funnel performance.
Like our hypothetical case example, CPG brands can also benefit from hyper-targeting when measuring brand lift or ad recall. Keep in mind that many platforms will provide lift and recall studies. However, they require a substantial commitment to meet the spend and impression threshold.
Growing efficiencies in hyper-precise targeting
Some marketers may have tried hyper-targeting through connected TV in the past and found it too expensive to pursue further. As the volume and diversity of streaming channels have increased, CPMs have come down and will continue to do so as the market grows.
With greater inventory options, we now see CPMs on targeted connected TV campaigns around $17, down from $40 in the last five years, making it a more cost-accessible strategy for those interested in dipping their toes.
Further, the Goliath platforms, such as Amazon and Google, provide substantial reach with targeting specificity at extremely efficient CPMs, making an omnichannel strategy feasible.
How AI is expanding possibilities in micro-precision campaigns?
Although Google, Meta and programmatic platforms have been utilizing predictive analytics and machine learning algorithms for years, AI technology is evolving to support marketing teams in various ways. Possibly the most useful for teams looking to test hyper-precise marketing campaigns is the ability to produce customized ad iterations at scale.
Minor variations in messaging, such as swapping a region, can be executed with a strong framework and a series of prompts without taxing creative teams. This frees your creative directors up for higher-function, strategic work.
There are plenty of geofencing examples of mall walkers being targeted on their mobile devices with a sneaker sale or a Starbucks coupon for a location just steps away. However, direct-response door-buster ads are easily ignored without previously established brand trust.
Mass media channels like linear TV and radio feed upper-funnel strategies like brand awareness and building credibility. Hyper-precision targeting can work as a stand-alone, but mass and micro will continue to complement one another throughout the consumer journey.
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Leveraging a combination of data attributes, you can forge meaningful interactions with niche audiences that build brand relevance and yield revenue gains.
Hyper-precision targeting isn’t complicated. It just requires some thoughtful data analysis and an audience-first approach. Whether executing in-house or through a media partner, test and learn until the laser focus hits a bullseye.
Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.
