Here at AWI, we are very excited to offer our Data Partners the opportunity to take the information they are already compiling and leverage it into complementary revenue streams.
Best of all, these new streams won’t have any negative effects on existing list rental or licensing revenues.
All we do is use this data to help digital marketers find their clients online and engage them. As this is an extremely valuable service, marketers across industries are constantly demanding more high-quality data.
Here’s a breakdown of how we are already using Digital Audience to generate greater revenues with our Data Partners.
What Are Digital Audiences?
A Digital Audience is just a targeted list of recipients that marketers want to engage with their ads and/or marketing content.
It’s similar to the type of list used for postal marketing, but instead of a set of defined delivery addresses, a Digital Audience features digital touchpoints (aka digital profiles). These are the digital equivalent of mailboxes in that they are the destination for marketing messages “addressed” to the consumer.
Common examples include:
- IP Addresses
- Mobile Device IP or Device IDs
- Cookies from Various Websites
However, these messages are delivered on a “pull” basis, which means that delivery occurs only when the recipient is identified as either online or at one of their digital touchpoints.
Each recipient can be linked to any number of digital touchpoints, too.
So imagine you were a direct mail marketer and your targeted recipients used a number of different mailboxes. With this kind of approach, you would know exactly when they were checking one and could have your message immediately sent to that specific mailbox.
In summation, your data can be used to identify the consumers’ marketers want to reach, which makes it a very valuable commodity.
How We Create Digital Audiences
Creating a Digital Audience begins with data onboarding.
This is the process of matching offline data to online data. The former may include:
- First-Party Information (e.g. purchase data collected in store, call center data, etc.)
- Third-Party Information (e.g. demographics, buyer propensities, etc.)
When data is matched with the aforementioned digital touchpoints, it becomes incredibly powerful for online marketers.
Of course, this data no longer includes the personally identifiable information (PII) gathered from the offline sources.
How Digital Marketers Use Digital Audiences
Once the digital audiences are created, they can be delivered to digital marketing platforms (DMPs), ad platforms, and social channels where marketers will run their campaigns.
Digital marketers will then combine these Digital Audiences with the online media they’ve purchased and launch their campaigns designed to deliver advertising impressions to their websites or those of their clients.
To return to our direct mail comparison, the Digital Audience is just like a rental list. Direct mail marketers need those lists just like digital marketers need Digital Audiences. Otherwise, their campaigns can’t be sufficiently targeted.
Direct mail marketers need to spend money to create pieces that will grab the recipient’s attention. They also need to pay for postage. Digital marketers must buy online media placements to display their ads.
Media buy rates are also similar to the advertising rates for TV and radio. They’re based largely on the amount of traffic a site gets and its associated characteristics.
AWI utilizes a risk a shared-risk business model that rewards all parties involved based on the risk involved with onboarding and maintaining a digital audience that drives revenues.
It takes about three to four months to complete the digital onboarding, load the Digital Audience into the exchanges (where they can be purchased), and support them in these exchanges’ catalogs and marketing channels.
Media buyers will also need to test new audiences within their campaigns.
However, we expect revenue reporting to begin by the fourth month with revenue reporting delivered by AWI by the fifth month. This timeline is contingent upon the time of year and any issues with the exchange approving the audience. It could be longer or shorter.
Earn More from Your Data
Would you like to bring in even more revenue from the data you’re already compiling? If so, we invite you to explore this opportunity with us further. Contact us today and we’ll explain in greater detail how our Digital Audience product will benefit your bottom line without affecting your budget.