More than 200 million people today sit in the shadows of addressability, including 150 million iPhone users. But the results from a new campaign collaboration show that despite mounting challenges due to signal loss, privacy shifts and fragmented device ecosystems, there is a way to restore addressability at scale and drive meaningful business outcomes – and it comes from a combination of the right identity resolution and high-quality data.
That was the case for Involved Media’s higher education client, which leveraged Intent IQ’s data enrichment capabilities and TransUnion’s audience data to engage users and drive almost 40% more conversions from previously un-targetable environments, while delivering a cost-per-lead (CPL) 44% below the advertiser’s target.
“At the end of the day, we need to reach the full audience no matter where they are,” said Shukmei Wong, senior vice-president of omnichannel media at Involved Media, speaking with The Drum about the power of audience amplification in helping her client unlock scale where traditional signals are missing.
“Fifty-two percent more impressions, 38% more leads, and 8% lower CPMs overall,” added Fabrice Beer-Gabel, senior vice-president, strategy & partnerships at Intent IQ. “Using audience amplification expands an audience and can reach users across every possible touchpoint. But it’s not just about reach, it delivers performance too. And it offers a golden triangle of scale, accuracy and interoperability – all are essential.”
TransUnion’s senior vice-president of media partnerships Dave Oliveira offers broader industry findings from across 23 different advertisers who spent a billion and a half dollars across different media channels to further support this: “We saw a 97% lift in performance across the worst-performing audiences – what that basically is saying is that if you add multiple audiences, you can see even better lift.” He continued, “we’re bringing clarity to chaos.”
The key to the campaign’s success came down to what Wong describes as having “a curiosity-led mindset,” uniting agility, compliance and interoperability not just to plug gaps in audiences but to reach them in a meaningful way.
The collaboration revealed what marketers look for in an identity partner today. “It’s kind of like a dating game,” added Wong. “You need to know what you’re looking for, and once you ask the right questions, that helps you figure out those attributes that you're looking for.”
Watch the full video with Involved Media, Intent IQ and TransUnion to hear more about the new rules of identity, audience amplification and how this partnership exceeded all existing performance benchmarks.
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