SAN JUAN, Puerto Rico—Building audience targeting segments for attributes like advocacy and loyalty is best done with sub-segments at the various steps of the purchase funnel, according to NCC’s Danielle Seth.
In this interview with Beet.TV, the VP of Client Partnerships explains how NCC leverages its MVPD unique subscriber identifiers matched to set-top box data and then marketers first- and third-party data “not just for addressable that NCC Media is selling but across their national TV investment.
“So when you start to see how your specific first-party audiences are being exposed across those huge TV video channels, it opens up a lot of possibilities to start to understand reach, frequency the best ways to make the plans to reach your audiences more effectively and efficiently,” Seth says during a break at last month’s Beet Retreat 2018.
One topic that’s starting to come up is how to consider audiences to help with advocacy and loyalty. “You of course aren’t going to build an audience segment against something for advocacy, because that’s going to be a really small audience,” Seth explains. “The returns on that aren’t going to be efficient.”
The way to make addressable work for big national brands is to start building audiences with sub segments with each of the funnel steps in consideration. It involves using data combined with brand health information “that can indicate that it will eventually drive to a different behavior, or to the behavior you want, and how do you start to layer in building those audiences to serve up more robust audiences across screen.”
The “cool thing” about that longitudinal approach is measuring it across time with the help of partners in the multi-touch attribution space. NCC uses Data Plus Math to trend data “so that you really see how you’re driving that path to purchase or that path to advocacy.”
Seth cites the example of building an audience using an audience that has visited a website and then layering on subset of lookalike audience to website visitation. When measured over time, “you can see pretty immediately that the website audience was driven to conversion more than the audience that was the lookalike model. But the lookalike model was driven to the website and so you can start to see how you can robustly build that out to track how your efficiently moving that consumer through the funnel and hopefully it’s more than just than just your advertising plan.
“You’re starting to leverage that data in a way that helps impact your creative strategy, your platform strategy, the ad load strategy and such.”
This video was produced in San Juan, Puerto Rico at the Beet.TV executive retreat. Please find more videos from the series on this page. The Beet Retreat was presented by NCC along with Amobee, Dish Media, Oath and Google.