Last we connected on making 1:1 a reality, we outlined some use cases on how CMPs help in this process. Here are five tips for making 1:1 Marketing with a CMP work for you.
1) Identify which datasets and/or user IDs will help personalize ad design
Campaigns should be built like science experiments. Marketers create a hypothesis about what the audience wants, then test variables to solve for that hypothesis. Imagine a video game company wants to test whether ads featuring female characters resound more with male or female users. But what if that company was also interested how ads with female characters worked for teenagers versus adults? Now they’re changing two variables, yielding four audience segments. Using a CMP, they can build, test, and optimize ad creative for each of these four segments separately.
2) Leverage and pass fresh, real-time 1st party data to your CMP partner
CMPs work best when they’re passed the most relevant, up-to-date data possible. Indicators of behavior do get outdated, so it’s probably best not to send CMP partners data from several months or years back. If a Cars.com user was looking at a lot of car content on the site two years ago, that user has probably purchased a car already.
So basically: the fresher the data, the better. The best thing to do is to have a streamlined system in place for ongoing collection and delivery of first-party data.
3) Design with data in mind for better creative
Marketers looking to get their feet wet with CMPs can start by leaning on their most creative executions outside of digital — for instance, a TV ad. They can take that standard offering and overlay messages or an offer that will most appeal to a specific segment. And voilà—they’re on their way to 1:1 marketing.
Marketers should think through the permutations of the ads in the design phase. Are these images going to shift around depending on size? Is the text going to cover up the image if it gets too big? Visualizing ahead of time can save a lot of headaches over formatting emergencies when the ad goes live.
4) Optimize against # of assets and refreshes based on KPIs
Building creative around KPIs means focusing on tests rather than intuition. For example: a soup company hypothesizes that moms will prefer ads that emphasize the healthiness of their soups instead of their tastiness. Based on their chosen KPI, their campaign could reveal that the hypothesis was correct.
Ideally, testing should go in stages. Marketers need to make sure to create an environment where the changes directly impact the learnings of the test.
5) Ensure media purchase impacts overall ad effectiveness
A great ad isn’t great if it doesn’t show up in the right place. Marketers should use DSP data to optimize creative for different publications and placements, not just audience segments. To get one step closer to true 1:1, the data needs to not only ensure the ad shows up in the right place, but also make creative relevant and valuable to consumers based on that same data. Using every data point available, from the weather to device type right down to audience habits and interests, ensures audiences get the most engaging content available.
It is a combination of the tips that will set you up for 1:1 Marketing success. In our final post of the series, we will define what that success looks like. If you’d like to read the eBook, in its entirety, check it out here!