In today's fiercely competitive marketing landscape, precision in targeting is the key to success. It's not about reaching large numbers; it's about reaching the right audience with accuracy. This ensures that your message reaches those most likely to convert into customers, thereby boosting sales and optimising media spend. So, the question now is, how can you achieve such targeting precision?
A comprehensive view of consumer behaviour
First, you must understand who your customers are. With Adsquare's Audience Targeting solution, you gain access to a rich pool of data spanning a multitude of dimensions, all fueled by a network of over 70 branded data partners. From user demographics and app usage to behavioural patterns and location visits, Adsquare's data ecosystem presents a comprehensive window into the behaviour of consumers in both their online and offline lives. Adsquare leverages three types of data to fuel its technology and your targeting success:
- Audience data: These datasets are connected to Mobile Advertising IDs (AAID, IDFA) and include demographic and geo-behavioural data.
- Think data that paints a picture of your audience's characteristics and preferences, such as age, gender, or brand affinities.
- Spatial data: Offline datasets describing the context of geographical locations, like places data.
- Think data that can be used to target based on the local weather conditions your potential customers may be experiencing.
- Movement data: Raw end-user location data connected to Mobile Advertising IDs (AAIDs, IDFA) with timestamps and latitudes/longitudes.
- Think of data that demonstrates how your audience moves around cities from home to work.
Adsquare's holistic approach enables the creation of highly precise audience segments. This precision is essential for delivering intelligent and impactful advertising campaigns, ultimately maximising targeting effectiveness and improving Return on Ad Spend (ROAS).
Advanced technology – The key to reaching your audience
Next, find the right tool to build your audiences and launch your campaigns. Built with marketers' in mind, Adsquare's advanced Audience Management Platform leverages cutting-edge technology to help you craft powerful audience segments, making the most of the vast pools of available data. All of this is conveniently managed through a user-friendly, single interface, providing you with unparalleled flexibility and advanced geo-spatial data science to create campaigns that are certain to reach your target audiences precisely when and where it matters most.
A peak at what’s inside:
- Advanced dataset combinations: Create advanced combinations of available datasets seamlessly.
- Location signal analysis: Adsquare's algorithm analyses location signals associated with Mobile Advertising IDs (MAIDs) to create refined audience segments based on individuals' home and work locations.
- Geo-behavioural datasets: Merge place data with raw location data, resulting in the construction of geo-behavioural datasets, like Place Visits.
- Precise Control: Clients have precise control over the granularity and reach of their data, including features like lookback windows, dayparts, and radius settings.
Privacy Is key
All of Adsquare's data is derived from privacy-compliant background location data, ensuring that your targeting efforts are both accurate and respectful of the user. Compliance is upheld through three key steps:
1. Due diligence: A thorough due diligence process is implemented before signing on a new data provider, including a privacy questionnaire to understand data sourcing methodologies and their legal basis.
2. Contractual requirements: Data partners are contractually obligated to abide by all local data privacy legislations as well as detailed consent and transparency requirements.
3. Audits: Regular compliance checks on providers' consent mechanisms are conducted, and automatic checks of ingested segments/taxonomies are completed on a recurring basis. This ongoing oversight guarantees that privacy standards are consistently met and maintained.
Audience Targeting in action: Subway's Triumph
The power of targeting precision is best exemplified through real-world success stories. Take Subway France, for instance. In a fiercely competitive fast-food market, they wanted to reach a precise target group at scale, engage with them, and drive foot traffic to their restaurants. An important feature of the campaign was to "win over" consumers in the vicinity of competitor outlets to drive them into Subway stores. Subway turned to Adsquare's Audience Targeting to reach sandwich lovers who have been at Subway or one of the competitor stores over the last 30 days. Adsquare's Audience Management Platform was used to create the "fast food consumers" audience: people who have been at Subway or one of the competitor's stores over the last 30 days. For this, Adsquare analysed location data from over 8 million mobile devices. This level of granularity helped Subway achieve a remarkable 50% boost in store visits.
Are you ready to master your targeting precision?
Explore how Adsquare's technology can empower your marketing efforts. Schedule a call with one of our audience experts today to discuss your specific needs and unlock the full potential of your campaign. Your ideal audience is out there – let Adsquare help you find them.
Get in touch
Interested in exploring a partnership with intelligence? Complete the form below and a Adsquare partnership expert will be in touch!