The Next Opportunity for Data-Driven Audience Scale in Paid Social

Simply put, if you can’t speak to the individual, then don’t target the individual

We’ve all heard it: Enhanced audience targeting, custom audiences, less marketing waste and so on—Facebook’s value proposition is predicated on it.

“Choosing your audience with such reach, accuracy and affordability is what makes Facebook an incredible place to advertise.” Pinterest touts its new targeting tools as “making ads more effective,” and Twitter and Snapchat espouse similar value propositions.

While the native targeting capabilities of the leading social platforms, derived from the first-party data of its users, are compelling when applied properly, many marketers have interpreted this too literally and have focused their paid social activation efforts on audience targets that are too narrow and, therefore, have much lower match rates, so campaigns are falling short of targets.

Further exacerbating the issue is that to fully realize the benefits of micro-targeting, the marketer must have a creative strategy and delivery capability that equals the sophistication of its targeting strategy.



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