Thoughts about media in Canada

Testing the strength of your targeting: the missing link

You know what we, in the industry, way too often forget to measure? The baseline… “no targeting”

Put it this way: Imagine a running shoe client wants to target a specific type of person. So you build your digital plan and come up with a few targeting segments, for instance

1. Behavioral targeting based on outdoor interest

2. Adults 18-34

3. Contextual “active sports” environments

You use a Rich Media unit and decide to measure the success of the campaign based on time engaged within the creative.

(Assume all other variables to be identical: CPM, dayparting, networks used, etc.)

You build your post report and the engagement rates with the unit, based on targeting, are:

1. 7.2%

2. 6.9%

3. 7.0%

What is the takeaway? No segment performed better… kinda boring

While you know the targeting was good, the client will say: “If no targeting works best, why did we pay big bucks & even bother targeting?”

And, you know what, you can’t prove your point, therefore, even if you are right… you are wrong.

now backtrack for a second, and get your client to agree into spending 0.2%  (or whatever) of the budget into “null targeting”. Just buy ROS… then you get a no targeting benchmark of, let’s say, 4.6% engagement rate.

So now you know, and can prove, that your targeted plan was actually roughly 50% (7% vs 4.6% engagement rate) better than a generic buy.

Did any targeting stand out from one another? no… but at least the client know and you know that overall, your targeting was efficient.

Food for thoughts

One comment

  1. Pingback: How to Kill your Brand: Analogy of a Bad On-Site Customer Experience | Thoughts about media in Canada

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