The Symbiotic Relationship Between Marketers and Consumers: A Response to a Broken Industry

While consumers acknowledge that our advertising ecosystem allows many of the media products they love to remain free and accessible, the interruptions to their media experience and the privacy concerns that come with advertising leave people feeling exploited by the process.

The symbiotic relationship between consumers and marketers is two things: important to the survival of each and damaged to a critical level.  

Marketing is Mutually Beneficial

The simple goal of marketing is to connect products and people. The best way to market to interested consumers is to reach them in the right place at the right time. Traditionally, this has meant placing ads where people see them. Whether television ads, billboard ads, or online ads, the goal is for a product to come face to face with a consumer whose immediate reaction is, “Hey, I want that!” or to plant a seed that makes them later say, “I should buy that!” Most of the time, when consumers respond to advertising and marketing with such a conversion, it’s because they actually need or desire the product, and the marketing process led them to it.  In this way, the mutually beneficial relationship between marketers and consumers goes back and forth.

The Advertising Process is Injured

Advertisers face a frustrating reality: the public doesn’t like advertising. Years of branding success has only caused more and more ads to oversaturate the market, and people either grow embittered by the process or flat out ignore every ad they see. To worsen an already bad situation, privacy concerns, especially lately, affect public perception of advertisers’ intentions. Instead of demonstrating the healing transparency and security measures the public calls for, the advertising industry responds by ignoring the concerns and dealing in the same shady processes. Meanwhile, consumers consistently grow more and more ruffled.

We all have to do better, for our own sake.  If every component of the industry pulls its weight to repair this damage, this marketing ideal is a reality well within reach.

How do we reach this ideal, when functioning smoothly as a business is difficult enough on its own?

Everyone involved in the advertising space needs to come to terms with the problems within their own piece of the industry, working on the issues from the inside out. This means paying attention to other companies in the ecosystem and choosing to work only with the ones that promote transparency and consumer interest.

It also means:

  1. Data companies maintain a diligent watch over both the quality of data produced as well as being conscious of the ethical implications of their product.
  2. DSPs are more alert to ad safety threats.
  3. Agencies produce relevant content that genuinely benefits the consumers they hope to attract.  

Imagine the success of your campaign if you were reaching people who would see your ad as a beneficial addition to their media experience, rather than as an irritating interruption. Imagine if consumers trusted your ads.

Clickagy promises to do it’s part to produce a quality product and promote a better industry culture.  Read more about our Farm-to-table approach here.  

Why Digital Ad Campaigns Fail

Online advertising is a central part of any contemporary marketing strategy. Many businesses struggle when it comes to advertising their services or products online; they’re spending too much money and not seeing a return. If you’re currently investing in online advertising and nothing is working, it’s time to examine why.

No one learns how to play Beethoven’s 32 piano sonatas in the first five minutes of a lesson. The piano isn’t what misses the mark, it’s the pianist. You need to learn how to play before you can become a master pianist or composer. Below are three areas you need to examine to ensure that you’re hitting the right keys for a flawless programmatic campaign.

1. Your ads are not relevant to the audience you’re targeting:

If your content does not appeal to your audience’s wants or needs, then you could be damaging your entire campaign. Stop wasting dollars on a strategy that’s putting your message in front of out-of-market or irrelevant consumers. Instead of marketing hiking boots to everyone that comes across your sporting goods website, market only to consumers who are interested in hiking. Build your business by targeting responsive consumers with compatible ads, presenting them with products based on their unique interests, and watch your ROI summit new peaks!

2. You’re focusing on traffic rather than conversions:

Why spend your precious marketing budget on generating traffic for your website? Sure, website traffic is important because more visitors increase the number of opportunities you have to gain new customers, share your brand, and deliver a great first-impression…but none of that will impress your CFO. You need conversions!

The majority of visitors won’t automatically convert into sales by being sent through your conversion funnel. In lieu of relying solely on website traffic to increase your conversion rates, focus on someone with cash in hand rather than the window shoppers who will not convert. Precise audience data is critical for driving real conversions, and Clickagy can help!

3. You’re doing exactly what your competitors are doing:

Most marketing channels are already overly saturated, so why target the same audience as your competitors? Marketing success happens when businesses are able to reach their consumers before their competitors, and with Clickagy’s fresh Farm-to-Table data, you’ll gain a competitive edge. Position yourself ahead of competing brands by handcrafting unique audiences for each specific campaign objective, instead of purchasing mass-sold, off-the-shelf segments.

How to prevent programmatic campaigns from losing money:

The best online advertising campaigns improve over time, so let’s get started today! Instead of purchasing 3rd party data that has been pre-packaged for commercial re-use, purchase granular data directly from the source.

Use Clickagy’s rich audience data to lower CPCs and CPAs by targeting your market with stunning accuracy. Partner with Clickagy and ensure your strategy is primed for prosperity!

Data Matters When Your Client is the Tooth Fairy

You can’t believe it, but your boss at the agency just handed you a huge account. Your work on this project will show the big cheese what you’re made of and you finally have a chance to gain some leverage for that promotion. With such career-changing potential at stake, you do NOT want to mess this up.  

It’s remarkable: Your newest client is the Tooth Fairy!

Okay, not really, but the elusiveness of the campaign, its otherworldly budget, and some ambitious demands make you feel like you’ve landed a mythical creature.

Let’s just go with it.

So what problem is the Tooth Fairy having?

It’s a classic one: her ROI has gone down, thanks to fuzzy, black box data, and she needs innovative ways to boost her campaign. Like any programmatic effort, the Tooth Fairy is looking for real results in the rapidly changing world of ad tech. Apparently, pixie dust is just too expensive.

The Tooth Fairy’s marketing department tells her that she needs to reach 1 million households each night and deliver shiny quarters under pillows (or Bitcoin…seriously, kids are starting to get Bitcoin for losing teeth). Additionally, she needs accurate numbers so that her nightly operation functions as smoothly as a jazz concert. With such large scale, and the critical need to impress, you immediately know this campaign needs Clickagy’s 3rd party data!

      Why is Clickagy the best choice for your Tooth Fairy campaign?

Speed

Clickagy collects data in real-time, building audiences of consumers in market for relevant products right now. The pillows visited last week are unlikely to harbor more gleaming teeth tonight, no matter what our competitors may say with poorly constructed models. Clickagy’s data represents consumers who are in-market right now, so the Tooth Fairy won’t have to worry about constructing her marketing operation on data that’s due for some flossing.

Accuracy

Clickagy Audience Lab segments are handcrafted according to specific client need. For example, the Tooth Fairy would be most interested in targeting adult consumers in-market for products relevant to elementary-age children. Think school supplies, kid-sized soccer cleats, chewable calcium tablets in the shape of Disney princesses, etc. By constructing accurate audiences according to consumer interests, Clickagy enables marketing precision that drives game-changing results!

Trust

Clickagy audiences are clean and free of hazy data. The Tooth Fairy needs to spend her evenings collecting pearly teeth and cannot afford to be sent to the wrong houses. Clickagy collects all of its own data, eliminating the variables that come when a provider uses middlemen. We call this concept Farm-to-Table Data.  

Your unicorn-like contract with that esteemed brand you want to impress is important to us. Your promotion is important to us. Honest data is important to us. Our structure ensures that Clickagy is supporting your most important client relationships with precise and powerful data.

If you’re interested in learning more about how Clickagy’s audience data can be the bedrock of your next programmatic campaign, contact our team today!  

Improve Your DSP Campaign Performance with Clickagy Audience Data

Leveraging DSP capabilities for your programmatic buying is the first step in carving out your market share using leading-edge advertising. No matter which DSP you choose, your programmatic media campaigns will be far more effective when you leverage Clickagy to ensure your ads are reaching the proper target audience.

More Impressions, Greater Cost

Both CPCs and CPMs for ad impressions are getting more competitive as more marketers enter the fray. In 2018, net advertising revenues are projected to hit $197 billion with digital ads comprising 50% of all ad dollars spent. With the costs of display space increasing by leaps and bounds and tighter competition to grab views, if you’re not leveraging the most accurate third-party data, you’re wasting your precious ad dollars.

Ad spends for Google rose in Q4 2017 by almost 40% year over year for mobile and more than 21% for desktop with mobile devices the increasing area of focus by advertisers. In the same period, Facebook ad spend grew 20%, but this may be tempered by the social site’s recent (and permanent) shuttering of its Partner Categories program after the very public scandal associated with Cambridge Analytica.

Quality Third Party Data Is the Differentiator

Using a platform like Clickagy’s Audience Lab for improving performance of your DSP campaigns is vital in an increasingly aggressive ad buying market. Tapping relevant and accurate 3rd-party data to inform your digital campaign targeting drives better ad campaign performance, lowering CPA of DSP campaigns, and improving ad spend ROI.

Fine tuning controls like dayparting, impressions caps, and blacklisting sources can only improve your programmatic campaign incrementally. To see quick, substantial improvements in your programmatic campaign metrics, you must reach the right people, and the only way to hit the sweet spot is via third-party data. But not all data is equal.

Why Clickagy?

Simply, Clickagy is a radically better source to inform your ad buying and programmatic campaign targeting. Real-time observed data, rather than modeled, is invaluable to your programmatic ads because it’s both relevant and timely. If a programmatic campaign doesn’t target the right people, nothing else matters.

Focusing on the “who” is far more important than “how” and too many marketers get caught up in the latter. Solid data drives successful campaigns and Clickagy has a track record of outperforming competitors in this arena.

Clickagy’s CEO, Harry Maugans, says, “We’re determined to disrupt the 3rd party data space and remodel our industry. Our proprietary AI puts previously unavailable accuracy at scale in your hands. We’re redefining audience visibility by helping our clients identify, target, and compel to action their ideal customer.”

Six Compelling Reasons You Need Clickagy

Better data means better ad performance. Clickagy outperforms most other 3rd party data sources, and that’s why we’re disrupting the market. Our data gets your programmatic ads in the face of in-market targets, so they click, convert to sales, and you profit. That’s how optimizing campaigns should work, and with Clickagy you’ll see game-changing results.

Here are our competitive advantages:

1. Real-Time Data

Most 3rd party data providers sell you 60-90-day (or older) data as in-market signals, promoting them as fresh prospects. They’re not. It’s stale data. Things change in the world of digital data on a weekly, daily, and even hourly basis. Why settle for already out-of-date information for your programmatic campaign?

Visit Clickagy.com day or night, 24/7/365, to see our real-time behavioral data collection machine at work. Our audience intelligence platform is churning data constantly from a vast array of sources and then parsing that data for clients to optimize their programmatic campaigns.

2. Purely Observed, Never Modeled

When spending on programmatic media, you shouldn’t put blind faith (and your dollars) behind shoddy data. Data accuracy overwhelmingly affects the outcome of your ad campaign, so data integrity is paramount. The bulk of third-party data available to purchase and leverage is modeled data. That means it’s a guess.

The accuracy of that estimation depends on data reliability and the effectiveness of the math behind the predictive model. Why rely on fuzzy math when you can use Clickagy’s 100% observed data instead? Deterministic data is the holy grail of advertising precision – every single person in a Clickagy delivered audience was observed interacting with relevant content within the past 24 hours (or less).

3. Digitally Sourced Data

Many 3rd party data companies rely on offline target data then onboard it into their system. It’s an inherently flawed approach as onboarding has an astonishing failure rate. These data providers don’t have the juice because they’re missing input from roughly 50% of digital devices on the internet. Have you ever heard of an onboarding rate much higher than 50%? No – and that means an offline source will never target any of these devices.

Don’t settle for half the data you need. Clickagy amasses data from observed behaviors by sifting almost all the accessible devices online in the US. This access allows us to mine data that other providers can’t obtain and provide our clients with targeting that no one else can reach.

4. Unparalleled Targeting

Almost isn’t good enough. At most third-party data companies, they’re satisfied with getting close to the target and expect you to pay them for helping you target a less-than-accurate audience. Would you pay an Uber driver that dropped you off near, but not at the airport? Of course not.

Clickagy tracks 91% of internet-connected devices in America – more than 1.5 billion laptops, tablets, and smartphones. The scale of data we gather, interpret, and leverage for our clients is unparalleled. That’s how we precisely target the audience data for your programmatic campaigns.

5. Adaptability 

Automation is the key to productivity in the digital age. The DSP automates the process of buying impressions and sets the stage for you to launch your programmatic media campaign. Clickagy builds your custom in-market audience list, then sends it to your DSP for you to activate media against.

Your typical 3rd party data providers stop after setting up the campaign and pressing “go” but not Clickagy. From there, we track KPIs and listen to you to further refine the programmatic on the fly while it’s underway for meticulously precise results. Clickagy stands alone in this space in that we establish true partnerships rather than transactional relationships.

6. Constant Transparency 

Other 3rd party data companies can’t afford to be transparent with their clients because it would expose the weaknesses and vulnerabilities of the information they’re selling. Try this – ask another data provider how they know someone is in-market and watch them sweat.

Clickagy works differently and takes a collaborative approach with clients. You know your target customer, and we know data. Together, we will carve out the most relevant audience to meet your advertising needs while reducing your ad spend to reach them.

Visit Clickagy’s audience page to explore our taxonomy audiences by demographics, B2B, in-market, interests, health, and brands. We’re outdoing our competitors by providing data they can’t and are doing it a lower price. You need Clickagy for your next DSP programmatic. 

Clickagy’s CEO, Harry Maugans, says, “Clickagy’s data is real and pure, not modeled. We empower your programmatic campaigns with surgically precise data and provide this specificity at a rate that undercuts our lesser-performing competitors. Better data, in real-time, at a lower CPM. Who wouldn’t want that?”

Partner with Clickagy and let us power your next programmatic campaign with startlingly better data. Contact Clickagy today and let’s talk!

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