Tag: Blogs

3 Ways to Prevent Ad Fraud

Posted on by Hannah Huedepohl

Ad fraud is an essential, but often overlooked, part of the advertising campaign building process. At times, marketers focus so heavily on optimizing for a specific conversion that they fail to analyze the quality of media they are purchasing. The absence of protective inventory selection can lower the quality of placement and negatively impact performance.

“Without paying close attention to the digital environment, the journey to achieving extensive reach and rapidly building awareness can have a lasting negative impact on perception and category growth.”

– Sean Cotton, President of Coegi 

How Can Ad Fraud Affect Campaign Performance?

Failing to put proper safety parameters in place creates vulnerability to online bots. This can project false conversions or views that skew performance data and cause media waste. Implementing a comprehensive quality assurance process is critical for minimizing fraud risk and creating results for your brand. 

3 Steps To Prevent Ad Fraud

1) Utilize Historical Data 

Leverage historical campaign data to identify domains with historical ad fraud issues. Also negatively target sites that have been deemed non-brand safe. Continually update this block list with low quality sites using tools such as MOAT to ensure you’re taking preventative measures. 

2) Apply Pre And Post-Bid Brand Safety Filters

Use bid exclusions for brand safety and suspicious activity filtering. Technology partners, such as IAS and HUMAN, provide bid verifications that block IP addresses that are known to be infected with malware and have bot activity.

3) Ensure You’re Compliant With Data Privacy Laws

While data privacy compliance is primarily in the hands of publishers, Coegi takes precautions and uses best practices to meet GDPR, CCPA, and PIPEDA compliance. Coegi has forged meaningful partnerships with a number of custom data providers in order to best accommodate our client’s needs, reach the right audience and keep ahead of industry trends.

By executing these strategies, brands can be confident their campaigns are safe from ad fraud and bid on the most effective ad placements. Ad fraud prevention is a top priority at Coegi and a focal point for every campaign build, which results in 80%+ average viewability and less than 1% ad fraud. This leads to better media performance and business results for our clients. 

Marketing in the Metaverse: Three Things to Know

Posted on by Elise Stieferman

If you’re reading recent marketing articles, or even watching the Super Bowl, then you are certainly familiar with the “metaverse.” But, do you understand what it means?

If the answer is no, don’t worry – you aren’t alone. The metaverse can be confusing. It isn’t tangible and it isn’t just one thing. It’s a collection of technologies, identities, philosophies, and experiences that all level up into a digital sphere, which in some way imitates real life. And consumers, especially digital natives, are quick to adopt AR/VR, social communities, and more. 

What Should Brands Do To Market To Their Target Audiences In The Metaverse?

  • Make digital experiences accessible and seamless
  • Select metaverse-related trends that are best suited for your customers and your brand
  • Drive innovation that’s focused on business outcomes

Making Digital Experiences Accessible And Seamless

There’s a reason why metaversal experiences are catching on: consumers are attracted to immersive environments. This is especially true when it comes to testing products, planning trips, and getting to know brands. Brands need to consider this as they explore their roadmap of digital development. Invest in ways to make your websites, social instances, and overall digital presence attractive for customers and drive affinity through positive virtual interactions. 

Selecting Metaverse Trends That Are Best Suited For Marketing To Your Customers

Brands are chasing after an impossible dream if they try to dive all at once into every new trend within the digital universe. Throwing everything at the wall just to see what sticks is expensive, time consuming, and likely to confuse the consumer rather than drive them to your brand. Instead, it’s important to have a deeper understanding of your customer and identify what will actually increase brand value and improve customer loyalty. Maybe you don’t need a purchasable NFT or gamified shopping experience. It’s important to not be distracted by the novelty and instead focus on creating the best solutions for your brand and its customers. 

Driving Innovation That’s Focused On Business Outcomes

Many brands are knee jerk reacting to what’s capturing headlines and straying away from an overarching media strategy. But, testing innovative ideas without the end business goal in mind, or simply out of fear of missing out, does not result in greater brand affinity or revenue. Innovation must be grounded in doing something new that will fulfill a need of the consumer in a way that either excites or delights them. That’s what builds word of mouth and keeps them coming back for more.

The metaverse is going to grow and evolve as emerging digital technologies gain traction and improve through AI. Marketers need to stay up to date with these changes, while not losing sight of their business goals. Before diving head first into the latest metaverse marketing tactic, evaluate:

  • Are your current metaversal experiences optimized? 
  • Will adopting this tactic benefit your customer?
  • Will these time and monetary investments improve your business’s bottom line?

For more insights, view our webinar on-demand: The Metaverse, Crypto, & NFTs: What Marketers Need to Know.

The Metaverse, Crypto and NFTs: How Marketers Can Prepare

Posted on by Coegi

Confused as to why The Metaverse, Crypto, and NFTs are dominating the marketing conversation? You are not alone – many marketers are struggling to define these topics and understand their impact on their brands and overarching marketing strategy.

While the future implications are uncertain, all brands should start paying attention now. These trends are no longer reserved for only high tech brands as the metaverse is entering the day-to-day consumer experience. Like early investors in crypto who are seeing massive payouts today, first-adopters of these new technologies into their advertising strategies are likely to have a major advantage over brands that do not.

View The Metaverse, Crypto and NFTs: Webinar on-Demand:

Coegi and our guests from Wachsman and Pop Marketer explore the impact of these changes and ways your brand can be on the forefront of these emerging trends.

Reaching the Next Generation of Farmers

Posted on by Savannah Westbrock

Reaching the next generation of farmers is an increasing concern in agriculture marketing. As those in the world of ag are well aware, the average age of farmers is far higher than most industries, creating concerns about the future of global production. In North America, reports indicate the average age of all farmers to be between 57 and 60, with even the newcomers to the field largely over the age of 45. However, the latest USDA census shed light on a positive trend: over a quarter of new producers were below the age of 35. 

Encouragingly, younger generations are indicating an interest in careers in agriculture. The fastest growing age range for new farmers overlaps with older Millennials and, due to demand from the younger Gen Z population, public universities have steadily increased their offerings related to agriculture, food sciences and sustainability for the past 3 years. 

New Opportunities For Agriculture Marketers

For agriculture marketers, this presents a fresh audience who are engaging with emerging technologies, agribusiness resources, and the modernized tools needed to shape the future of their farms. Brands who adapt their marketing strategies to reach these digitally native individuals can establish significant value for the future of their brands. 

Creating content to reach the next generation of farmers is an exciting opportunity for marketers, but don’t assume everyone in this age group is reachable with a one-size-fits-all media strategy. Though they may be united as the next generation of farmers, the current batch of “under 35s” span two generations: Millennials and Gen Z. Despite being close-ish in age, Millennials and the college-aged Gen Zs use media very differently. Agriculture marketing strategies must reflect these differences using personalized, curated approaches to reach their maximum potential.

Speaking To Millennial Farmers

 You may still picture Millennials as young adults, but they now range from being in their late twenties to early forties. So when you picture a Millennial interested in ag, you should be picturing the “Millennial Farmer,” Zach Johnson, a 37-year old father of three who manages 2,600 acres and a popular YouTube account documenting farm life. Johnson and his fellow 30-somethings make up a group we would personify as the ‘Established Young Farmer’. 

They are an ideal group to reach with branded articles, invitations to industry events or webinars, and specific product and service promotions related to their farms. Though not as seasoned as their farming mentors, the Established Young Farmer is just that, established, so marketers can openly use detailed language and concrete examples of the benefits of their offerings without worrying about losing them. This audience is ideal for any advertiser wanting to highlight their offerings related to new technologies, developments in livestock medicine or crop treatments, farm finances, and farm management tools. 

Millennials have spent their entire lives adapting to new technology and are the highest educated generation to date. Many of these farmers are managing aspects of their operations that previous generations may have relied upon a business partner to handle. Additionally, this audience’s unique position of being new to the industry without being new to adulthood allows marketers the chance to speak to decision makers who are open to testing new brands and emerging technologies. 

Shift To Digital To Reach Millennial Farmers

Like their older counterparts, these Established Young Farmers are reachable via terrestrial media, but the most cost-efficient path to engagement will be tapping into the digital environments this generation is native to. They’re still active users of Facebook, but are also heavier users of newer channels like streaming audio and streaming video. Don’t forget, this is the generation who almost unanimously “cut the cord” in the 2010s, so connected TV is a better avenue to reach them than cable. There was a noted exception to this trend in rural areas as the financial barrier to dependable high-speed internet access played a key role in CTV use, but this is a decreasing concern in the 2020s as the pandemic accelerated this need.

In summary, the Millennial Established Young Farmers have a few years of experience under their belts, are open to new ideas for their farms, and are reachable with cost-efficient digital media. There’s little reason to not include them in your current marketing strategies to form a long-term relationship with the immediate next generation. For brands looking further into the future of farming, let’s discuss the Emerging Agriculturalists of Generation Z. 

Speaking To The Agriculture-Interested Gen Z

With the new farmers entering the ag workforce in their 30s and 40s, it’s not surprising to currently see little representation of Gen Z in the field. This generation spans individuals born from the late 90s through 2010, and currently owns the youth and young adult cohort of 18-24 year-olds.  Over half of Gen Zs with farm backgrounds plan to one day take over their family operations, while over 70% of Gen X farmers expect their Gen Z children to take over. 

While it’s true many Gen Zs will not enter the ag workforce whatsoever, it’s also important to consider the disciplines of study within Agtech, Biotech, and Climatology that were not available to previous generations. Knowing this group’s entryway to a career in agriculture may not be the farm, we’re calling this audience the ‘Emerging Agriculturalists’. 

The Emerging Agriculturalists are still deciding their futures after graduation. They’re in an ideal life stage to receive educational content and connect with industry professionals at events or online. Many are interested in tech-forward content and hearing professional testimonials or blogs to help them conceptualize the real world implications of emerging technologies. Interestingly, this generation has a more favorable opinion of GMOs and are less likely to sustain from animal agriculture compared to Millennials, so they may be a more receptive audience for thought leadership in these areas. 

Use Social And Video To Reach Gen Z Agriculturalists

Another key differentiator between Millennials and Gen Z’s is their social media habits. Despite its best efforts, Facebook is viewed by this group as a “Boomer social network made for old people.”  However, marketers can still take advantage of Meta’s broad reach to find Gen Z on Instagram, where they are more active.

 Video content on traditional channels, such as linear TV, may not reach Gen Z at all – they are primarily “cord-nevers,” and have spent their formative years with vertical video on social platforms like Snapchat and now, TikTok. YouTube and CTV are still viable channels for repurposing more traditional content, but marketers should embrace this generation’s preference for more authentic, influencer-style placements. Look to the hashtags #farmlife and content creators like @MommyFarmer for inspiration.  

One thing is true for both of these generations of future farmers: the digital landscape allows for many cost-efficient opportunities to serve them tailored messaging for a personal touch. Connect with a Coegi strategist to develop a curated plan to reach the next generation of farmers. 

How to Drive Full Funnel Advertising Results With Amazon

Posted on by Hannah Huedepohl

As marketers and consumers, we know Amazon is an uncontested advertising powerhouse, dominating everything from e-commerce sales to search traffic to ad spend. In this article, we’ll discuss how CPG advertisers can leverage Amazon’s advertising platform to drive full-funnel marketing results.

The Amazon Advertising Platform offers multiple ways for brands to engage with Amazon’s vast audience by advertising on-site or leveraging their customer data to serve ads across the open internet. With retail media’s recent explosion in popularity, Amazon Ads is expected to exceed $32B in revenue by 2023. Although many players are entering the market, Amazon is the clear leader with approximately 76.2% of US e-commerce channel ad spending in 2021. 

Amazon is a common tool for conversion-based, point of purchase advertising. However, there are other underutilized opportunities in the platform for brands to expand their audiences through awareness and consideration tactics that will ultimately lead to sales. Let’s explore how to reach customers at all stages of the consumer journey using Amazon Ads.  

How To Establish Awareness With Amazon DSP Prospecting

Nearly 75% of product research starts with Amazon. Brands cannot ignore this and should ensure they are using the platform to serve awareness-based messaging to new audiences as well as optimizing for search within the site. The Amazon DSP allows brands to use in-market data for first touch prospecting efforts, typically with video or display channels. 

How To Build Brand Consideration With Amazon Sponsored Brands

Sponsored Brand ads place products in front of users during the consideration phase. These ads appear on the search results, generating brand recognition and promoting discovery. They also help users find the information they are looking for, allowing your brand to position itself as a useful solution to their inquiry. 

How To Increase Amazon Sales With Sponsored Products

Sponsored Products are keyword-target ads promoting an advertiser’s individual listings. They appear in the search results and on product detail pages on Amazon to drive purchases.  Advertisers can select their products to advertise and choose keywords which will trigger ads to appear. Similar to Google Adwords, advertisers purchase bids on a cost-per-click auction. 

Ensure Performance With Ad Quality

Ad quality on Amazon depends on various factors. Implement these best practices to ensure your ad ranks at the top of the search results:

  • Calculate your max CPC to be profitable based on cost per sale
  • Ensure your product has a strong image and title quality
  • Monitor product reviews as they will affect ad quality

Targeting Amazon Shoppers

Amazon provides visibility into millions of consumers’ shopping behaviors as they move through the purchase  journey. We are able to collect real-time data based on browsing and purchase intent signals from customers across all channels and touchpoints including AAP, Mobile, Kindle and Fire TV. Any time a customer takes an action on Amazon.com, they can be included in targeting segments.

Brands can utilize in-market targeting to reach audiences actively searching for related products or apply lookalike targeting to reach new people with behaviors similar to their best customers. Additionally, the platform offers a number of targeting variables to layer onto campaigns, including keyword, product, and category targeting.

Incorporate Amazon Into An Omni-Channel, Full-Funnel Strategy

Despite its broad capabilities, Amazon is still a walled garden. Their data is siloed within their own DSP, which can be a challenge for brands looking to measure cross-channel results and track audiences across all commerce and marketing touchpoints.

At Coegi, we work with our CPG clients to build connected commerce strategies that connect all points of the customer journey together. For CPG brands, this often includes many factors such as DTC, offline and online sales as well as programmatic, social, traditional and even experiential marketing channels. 

Holistically managing your advertising efforts together puts Amazon activity into the context of your broader marketing strategy. Managing all efforts with one team allows you to share performance trends and learnings across tactics. Optimize different tactics and budgets in a complementary, strategic manner to improve overall performance. 

Using these tactics, your brand can leverage Amazon Advertising Platform to drive consumers through the marketing funnel and support a seamless customer journey.

For more information on how to create an omni-channel commerce strategy using Amazon, contact us at info@coegipartners.com. 

Emerging Social Platforms: Advertising Beyond Facebook

Posted on by Coegi

When marketers think of social media, they often default to Facebook, Instagram, LinkedIn, and Twitter. Although these platforms are important, there are other emerging platforms that may be a better fit for your target audiences. TikTok, Snapchat, Reddit, Pinterest, and Tumblr are five high potential emerging social platforms to consider in your marketing channel strategy.

TikTok Advertising

This is a key social media platform for creating, sharing, and discovering short-form videos. TikTok gained over 1 billion users since its launch in 2016 and is among the top ten most used platforms today. Despite its massive popularity, many marketers are uncertain on how to engage with its unique audience and format. TikTok is important to consider for its incredible algorithm and mass exposure opportunities.

Unlike other platforms, content is shown to users by a curated, algorithmic system known as the ‘For You’ Page. The ‘For You’ page generates a continuous feed of primarily organic content blended with sponsored content. This element grants every video the opportunity to go viral. This is beneficial for small businesses looking for low-cost awareness and for larger businesses wanting to maximize engagement. Our post The Do’s and Don’ts of TikTok Advertising offers greater insights on building effective advertising campaigns on TikTok.

Snapchat Advertising

Snapchat is a mobile messaging platform to share photos, messages and videos. Unlike most platforms, Snapchat uses disappearing content. Users connect with others by expressing themselves and living in the moment, and marketers should to do the same.

Snapchat ads are essential for brand engagement. Advertisements show up between friends’ stories and people can easily swipe up to interact. According to insider data, 319 million people use Snapchat every day and 75% of Snapchat users are Millennials or Gen Z. Snapchat ads are extremely successful for ecommerce brands as fashion, novelty items, and impulse purchases perform well. However, advertisers in all industries can find success by delivering authentic content that makes users feel connected with your brand.

Reddit Advertising

Reddit is a social news website and forum where users participate in discussion and rate content. As of 2021, the platform has over 430 million monthly active users and 130,000 active communities. The interface consists of subreddits about topics where users have the opportunity to engage in valuable conversation. Marketers can leverage the platform to reach niche audiences in these specific interest groups. Some popular subreddits to consider for your marketing strategies include college admission, agriculture, health & wellness, telecommunications, or public health. For more in-depth tips on reaching niche audiences on Reddit, check out Advertising on Reddit: Reach Your Niche Audience. 

It is important to consider users’ hesitancy toward having branded content in the Reddit environment. Users dislike overly promotional language and are likely to skip over it. Content with a UGC creative feel is extremely beneficial. Users are more likely to engage with content specific to the community. 

Pinterest Advertising

Pinterest is a social media platform for sharing visual content, discovering new interests, and deep diving into passions. With over 431 million monthly users, the platform allows users to share posts, also known as “pins,” with other users and find communities with similar tastes.

Although over 60% of their users are female, Pinterest appeals to an increasingly diverse audience. Male and Gen Z user categories are gaining traction with 40% year over year growth. These users have strong purchase power with 45% having a household income over $100K. Users treat the platform as a source for inspiration; therefore, creative and innovative posts tend to have high performance. Promoted posts are part of the expected user experience. This makes Pinterest a great place to drive conversions with shoppable ads, while initiating brand awareness among key interest groups. 

Tumblr Advertising

Tumblr is a microblogging platform where users can post multimedia content. It is extremely versatile with media formats including text, photo, link, chat, audio and video. Although the platform peaked in popularity in 2014, it is still ranked among the top fifteen social media platforms with over 500 million active users. Tumblr presents many unique advantages for brands. For example, Sponsored Posts are useful ads visible to users through their dashboards. They blend in with organic content and are strongly welcomed with Tumblr creators. In fact, 70% of consumers perceive a brand more favorably after seeing a Sponsored Post and over 50% research the sponsor afterward.

The platform skews slightly younger with Gen Z accounting for over 61% of new Tumblr users and 48% of active users. Ads with comedic, dramatic or informational tones typically perform best on the platform. Brands looking to resonate with these users should strategically consider their creative messaging to align with these audience preferences. 

Choosing Your Best Paid Social Media Channels

As you are considering social tactics, consider these emerging social platforms and the opportunity they can provide. Many of these channels are well established, however much of their advertising capabilities are largely untapped. This means you can capitalize on whitespace where your brand can cut through the noise and reach enthusiastic audiences. When selecting which emerging social platforms to leverage, be sure to consider the campaign objective and if the platform aligns with your goals. 

Additionally, it’s critical to have a holistic understanding of the audience demographics and their sentiment around ads on the platform. Ensure your creative strategy results in a positive experience that drives results and increases learnings. If you want to stay up to date with the newest trends on social media, be sure to check out Nine Easy Ways to Stay Up to Date Social Media.

How to Drive Job Applicants for Healthcare Recruiting Campaigns

Posted on by Coegi

The Brief

A hospital client tasked Coegi with developing a digital healthcare recruiting campaign to drive interest and qualified website traffic for open job positions. Using a combination of social and display tactics, we were able to generate a significant increase in website visits and drive new job applications from a niche audience. 

Highlights

1,496
LinkedIn “Apply Now” conversions

10,000
page views from Display

0.63%
Facebook CTR

Challenge

The ultimate goal was to drive maximal website traffic. But Coegi understood it was critical to ensure the visitors were qualified potential applicants. Due to restrictions on employment-based ad campaigns, the team was creative with data usage across platforms, especially Facebook. Additionally, the client was recruiting for multiple positions, each with different qualifications. This resulted in separate creatives and messaging for each job position, adding a layer of complexity to campaign execution. 

 

Solution

We identified three primary channels for this healthcare recruiting campaign: LinkedIn, Facebook, and programmatic display. 

LinkedIn:

Linkedin was chosen to reach the job-seeking audiences while they were searching. Plus, because they could use job title targeting to be confident the intended audience was being reached. This tactic led to the highest number of “apply now” conversions.

Results: 1,496 application form submissions

Display:

Display was chosen to drive site traffic. Data segments allowed the team to reach niche job titles relevant to the target audience. Using custom data segments allowed for granular job title targeting, while also reaching a larger number of likely users. We ran all job titles in one campaign. Each ad set was targeting a specific job field driving users to unique landing pages. 

Display Results: Nearly 10,000 recruitment page views

Facebook: 

With Facebook, we navigated targeting limitations since employment is a special ad category. This forced a more general targeting strategy focused more on consideration, driving scale for the campaign. Like display, this was primarily used to drive site traffic and make job seekers aware of open positions. 

Facebook Results: 0.63% CTR, 5,650 interview page views, 8,783 career page views

This cross-channel strategy allowed us to target niche job titles and drive high site traffic, despite limitations. Healthcare and pharma brands often defer to brand awareness campaigns due to restrictions in targeting sensitive audiences and compliance laws. However, this campaign showed how health-focused brands can shake that mold and achieve out of the box, lower-funnel goals, such as recruitment, using strategic digital media plans.

How Curiosity Can Improve Your Data Analysis

Posted on by Coegi

Efficiently analyzing data and providing ongoing campaign optimization recommendations is critical for driving the best results for our clients. However, the complexity and rigidity of data sets can make the most meaningful insights difficult to accurately uncover. In order to elevate your analysis and provide better insights for your campaign performance, you must stay curious, using knowledge and creativity to bolster your approach. 

Moving from Data Analytics to Data Insights

Analytics and insights – they are closely related, but not the same. Analytics is a way we approach a problem that is standardized and repeatable. But what we’re really after is turning these numbers into insights. For instance, you might see that a lot of people clicked on your ad – analytics. But going further to ask ‘What does the high click-through rate mean? and deciding how are you changing campaigns based on that knowledge – that’s insight. 

In other words, analytics are repeatable, standardized processes to understand data and gain information. Insights are what we do based on that information. 

When running a campaign, there are often thousands, sometimes millions, of data points to analyze. Even when campaign goals and KPIs are clearly defined, it can be difficult to immediately identify the more subtle and complex insights hiding within the numbers. That is where curiosity and creativity come into play – we start looking for whatever stories the data can tell.  

The Benefits of Using Curiosity in Your Data Analysis

Asking thoughtful questions and keeping an open mind about what you see in the data helps identify unexpected opportunities and avoid pre-existing biases in your analysis. This allows patterns to appear in the data and provide beneficial insights for future campaigns. No matter what kind of data you are working with, there is always a learning to uncover.

For example, perhaps you have a channel that is unexpectedly driving better sales numbers than others. Instead of broadly accepting the success of the campaign, investigate why that channel did well so you can apply those learnings and build on that success. Stretch your mind to stretch your data and let it come alive for your brand.  

Avoiding Analysis Paralysis

Anyone deeply entrenched in data analysis will know it is all too easy to get buried, and even lost, trying to extract every bit of intel from the data. And while we want to glean as much insight as possible, it can be difficult to know where to stop once you start down a rabbit hole in an effort to get every morsel of information. At some point, the return on that time investment will diminish and you’ll start coming to the same conclusions, just from different angles. 

It’s critical to strike a balance, understanding when it’s valuable to take more time to really dive into the numbers, asking a variety of questions before taking action on the insight. Quarterly reviews, post-campaign reporting, planning phases – these are all times when deep analysis and questioning of the status quo is beneficial. 

Guide Curiosity with Measurement

When you start to dig, the data can seem like an endless hole if you don’t know what you’re searching for. But if you root yourself in your overarching measurement strategy, centering on your business goals and each channel’s role in helping achieve that success, it will become much easier to determine if your media is working or not. 

It is always best to spend more time upfront talking through the strategy as a whole before you begin analysis. Then it will all come into play and be very easy. The amount of time you spend should be way more upfront than it is actually building out final data visualizations and dashboards. 

Key Takeaways

Curiosity and data analysis – yes, they do go together. Applying creativity and allowing space for human intuition and insights is key to data storytelling. But to be an effective and productive data analyst, you need to balance the art and science. Keep in mind what is and isn’t reasonable. Live for the data. Explore it and search for the stories that it weaves together. But, avoid investing your valuable time on a dark rabbit hole that leads nowhere.

https://open.spotify.com/episode/0oazN9M1wEDclax3GipHM0
Data Strategy Podcast Episode

Navigating the World of Marketing for Crypto Brands

Posted on by Coegi

The growth in cryptocurrency’s popularity is undeniable. The global value of cryptocurrency is over 2.29T, more than the GDP of Canada or Italy. And crypto users are engaging for multiple reasons. Sure, there is the appeal from an investment and transactional standpoint, but part of it is certainly novelty and curiosity.

As crypto brands begin to think about capitalizing on this upward trajectory, consider how to tackle marketing in a way that is sustainable, effective, and innovative.

Think Beyond “Crypto Enthusiasts” When Targeting Consumers

It, of course, makes sense to target those who are already involved with crypto when introducing and/or growing your brand. However, these are not the only individuals you should be seeking to influence. It’s important to do your due diligence with research. There are the crypto curious “normie” audiences who maybe haven’t taken the leap to making their first investment, but just need a little education from the right brand to move forward. There are the heavy stock investors who could be seeking to diversify in times where stock portfolios are fluctuating heavily. Also, there are individuals who don’t necessarily care to use crypto to accumulate enormous wealth. Instead, they are looking for mechanisms like crypto to enable a future of financial freedom.

Conversely, sometimes you need the niche audiences that are only interested in one specific type of cryptocurrency, such as Ethereum. Regardless of the situation, it’s important to dive deep into each unique crypto brand, understand the value propositions of their products and services, and leverage research to explore creative audiences and contextual environments.

Finally, it’s important to align creative messaging with the audience journey. You should talk to someone who is crypto-savvy much differently than someone simply looking for financial freedom. One is likely to have a quicker road to conversion while the other requires more time for awareness and education.

Lean Into Digital – But Understand The Limitations

Digital advertising offers brands the ability to reach the target consumers at scale, gathering data that allows for key brand learnings and the ability to tie exposure to action. However, with many ‘emerging’ industries, there are some platforms that either restrict or prohibit any advertising regarding cryptocurrency. Be sure to do due diligence on all platforms under consideration to understand which hoops you have to jump through.

Some programmatic channels we’ve found to be effective for marketing cryptocurrency brands include: display, Twitter, LinkedIn, Search, Facebook and Instagram. We have also seen a lot of value in endemic placements on major crypto-focused publications. There is high contextual relevance and also perceived trust running alongside other crypto-related content.

Seek Buying Efficiency – But Also Enjoy Making A Splash At The Right Time In The Right Place

Implementing an optimization strategy based on testing and learning will naturally allow cryptocurrency marketers to find ways to drive improved efficiency and effectiveness. It allows you to find the right channels, audiences, and creatives to drive increased brand lift, lower cost per action, and build overall brand growth.

Yes, you can accomplish this by combining proper campaign analysis using advanced measurement and analytics insights. However, incorporating third-party data, such as financial indicators, can be an innovative way to know when to ramp up spend and make a greater impact. Maybe a downturn in the NASDAQ means it’s time for a high value placement on Forbes? Or even a big billboard in Times Square?

The world of cryptocurrency is exciting and challenging in the best way. Marketers working with these emerging fintech brands should have a mindset of curiosity and determination to drive the strongest results.

Still curious? For more insights, view our webinar on-demand: The Metaverse, Crypto, & NFTs: What Marketers Need to Know.

How to Prove ROI for CPG Brands Using Loyalty & Purchase Data

Posted on by Coegi

The Brief

Bahlsen partnered with Coegi to relaunch their brand across six geographic locations in the United States. Partnering with Catalina, a consumer data company, the teams were able to target, measure, and optimize CTV and display campaign results in real-time across multiple platforms. This resulted in significant incremental sales lift and an increase in new buyers and repeat purchases. 

Highlights

28%
Sales Lift

38%
New Buyer Base

8%
New Buyer Repeat Purchase Rate

Challenge

Measuring marketing campaign ROI can be complicated for CPG brands. Data from online and in-store sales combined with the cyclical purchasing habits of consumers can significantly blur the lines of marketing attribution. It can also handicap a marketer’s ability to make informed optimizations throughout. Without these insights, a true understanding of campaign success can be out of reach for most brands without the assistance of advanced measurement. 

 

Solution

We knew the key to success for Bahlsen was gathering real-time sales data to inform quick optimizations and gain feedback on sales lift. It was also important to reach audiences across multiple channels to facilitate consideration and keep the brand top of mind. 

We looked to Catalina to assist with this challenge. With almost 40 years of consumer data and one of the largest in-store media networks, Catalina has built an activation, measurement and attribution model. This allows CPG marketers to build and target hyper-focused niche audience groups across multiple channels. 

Using Catalina’s measurement technology and data, we developed and activated highly segmented first-party data lists across CTV and digital display platforms. These audiences consisted of current customers, lost/lagged customers and potential consumers. These rich targeting segments were more likely to engage with and purchase the product than the broader U.S. population. This set the foundation for campaign success. 

However, the real key to driving results for our client was in the cross-channel targeting of these lists to keep the brand top of mind at point of purchase. To do this, our team activated CTV and display campaigns using Catalina’s in-house network. Simultaneously, we were targeting the same audiences on Facebook and Instagram. 

The seven week campaign resulted in an incremental sales lift of 28% (16% benchmark) with a 38% increase in new buyer base and a repeat purchase rate of 8% in those new users. For CPG brands looking to prove advertising ROI, prioritize collecting high quality customer sales data to accurately track and measure sales lift throughout campaigns. To amplify results, use segmented audience lists with a cross-channel strategy to increase reach and frequency among key consumer groups.

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