Audience-Based Advertising Solutions: Evaluating Success and Optimizing for the Future

As advertising technology and measurement continue to evolve, more and more businesses are incorporating audience-based solutions (ABS) as part of their marketing strategy. Surveys suggest that 33 percent of advertisers identify ABS as a core component of their digital ad strategy, while an astounding 92% of marketing professionals are currently using an audience-based approach for at least some portion of their campaigns.

Those investments are only expected to increase in the years to come. As audience-based solutions become more central to the everyday ad strategies of businesses both large and small, the task of refining and optimizing these strategies will become more critical to generating long-term advertising success.

Refining Ad Targeting Through A/B Testing

Performance reporting can serve as the foundation to granular A/B testing that isolates variables within your ad campaigns to identify which strategic elements deliver the best results. While A/B testing is commonplace across many digital ad channels, its utility in TV advertising has been limited, at best, before the rise of audience-based buying.

This A/B testing can take many forms, and deliver many benefits to your larger ad strategy, including:

• Adjusting the audience filters used to target your audience. A/B testing can help you test the many different criteria used to target your audience. From age to interests to online activity, these small recalibrations can improve the relevance of your ads to your target audience.
• Translating ABS-driven insights to other advertising channels and campaigns. A/B testing doesn’t only generate insights specific to a single campaign. This process can increase your broader knowledge of your target audience, improving ad targeting and messaging across your ad strategy.
• Exploring new audience segments to target and serve through your TV ad strategy. A/B testing can accelerate and streamline the process of identifying new audience segments and engaging them directly through more specific messaging.

As your business uses A/B testing to refine its approach, the benefits to your ad strategy will be incremental. The more A/B testing you conduct, the greater the potential performance of your campaigns.

If you aren’t using audience-based approaches to plan TV ad campaigns, you’re missing out on a valuable opportunity to maximize campaign effectiveness.

Contact Cox Media today to see how we can help you leverage audience-based solutions to create more effective advertising campaigns—both now and in the years to come.