No matter how you package it, the power that a solid media strategy can bring to a B2B marketing campaign is pretty sweet. But making a choice on which tactics to use can lead to some sticky disagreements.
The problem lies in how people prefer to work and which process they believe is most likely to get them the results they’re after. For example, to B2B marketers who usually work directly with publishers, some digital techniques may seem more shine than substance. On the other hand, B2B marketers who prefer to explore cutting-edge digital media tactics might consider working directly with publishers to be unwieldy or outdated.
But for both mindsets, the goal remains the same: reach more people, more often. And now, there’s finally a media tactic, called audience extension, that takes these two diverse approaches to media and brings them together—and the potential benefits can be pretty appealing, especially for industrial marketers.
An audience extension program is a digital tactic that utilizes the publisher’s data to track—and reach—a unique audience wherever they are on the Internet. Often, publishers will refer to audience extension as remarketing—they tag visitors to their publication website, and via a programmatic interface, they find their readers wherever they may go on the web.
So, what do audience extension programs deliver that go beyond what you can expect from typical media tactics?
Three things: reach, frequency and cost management.
Here’s an example of how an audience extension program can put a company right in front of any audience, any time.
Let’s say a publisher places a pixel—a piece of data that collects and stores user information—on WidgetsToday.com. That pixel the publisher placed will automatically store itself on a user’s browser once they visit WidgetsToday.com.
At the same time, elsewhere, ACME Candy Company marketers decide they want to send their ads specifically to people who like widgets.
Rather than purchase a list from a relevant widget trade publication, ACME Candy Company could instead work directly with a data provider—a “publisher”—that would hold a real-time ad auction for browsers that carry a WidgetsToday.com pixel. That’s a WidgetsToday.com reader, but the publisher is “reselling” an ad impression that it bought via an exchange.
This way, publishers get to further monetize their web traffic and marketers can reach more people than they ever could have before.
How? Well …
In a sense, audience extension programs are the middle ground because they provide benefits to both B2B marketers and publishers. But they’re also more than that, because audience extension programs have the potential to perform even better than either side of the spectrum would on its own.
So, if you’re looking for something sweet to send your message straight into the heart of your target audience, it might be time to give audience extension a test.
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