Display target groups: How sharp can it be?

adwebster is the largest and technologically most advanced digital advertising network in Switzerland. It reaches around 93% of the Swiss population. Since the end of last year, adwebster and AZ Direct have been working together to offer marketers a unique set of characteristics for defining target groups in Switzerland.To make this possible, AZ Direct has linked anonymized profile information from adwebster with sociodemographic data from AZ Data World Consumer. The reference database comprises 3.5 million households and 6.3 million private individuals in Switzerland, all provided with more than 100 selectable characteristics.When defining the target group, one can choose between sharp and very sharp: sharp via the AZ Live Data App, very sharp via a prior customer base analysis, the results of which are stored in the adwebster booking line. Either way, the more precise targeting minimizes wastage. It leads to a better ratio between displayed ads and views, clicks and conversion. And ultimately results in the optimization of the ROI and thus in the more efficient and effective achievement of the campaign goals.

The main ingredient of "very hot": AZ AnalyticsWhether acquiring new customers or developing existing ones - and no matter on which channels the communication is to take place: AZ Direct's customer base analysis via advanced analytics provides the insights needed to form promising customer segments and target groups for acquiring new customers.As the basis for the analysis, AZ Direct combines data from the AZ Data World Consumer with the transaction data of its clients. In AZ Data World Consumer, over 100 sociodemographic and psychographic characteristics describe each existing person. These include age, education, life stage, income, living environment, and propensity to donate, as well as information about people's attitudes, what drives their passions, and what is important to them. In this way, the analysis produces a clear picture of the "typical" customer and what makes him tick - in short, a single customer view.It often becomes apparent that the previous assumption about the structure of customers and parts of the results of the analysis diverge. This makes for aha experiences and improved market cultivation. The latter also thanks to optimized segmentation and addressing of existing customers."It often turns out that the previous assumption about the structure of customers and parts of the results of the customer base analysis diverge."Roger Dobler, Chief Analytics Officer, AZ DirectFor targeted and effective new customer acquisition, AZ Analytics brings to light those potentials whose targeting promises the highest success: Statistical Twins of the best customers (1:1 match) or Lookalike Audiences of the best customers (same or similar affinity). The latter - the modeled target group - can be perfectly used to noticeably sharpen display advertising via adwebster.Using analysis for display advertisingThe results of the customer base analysis can be used in two different ways at adwebster. Both are based on geographic target group data and these in turn are based on the approximately 4000 Internet dial-up nodes in Switzerland. AZ Direct has analyzed each dial-up node to determine which socio-demographic and psychographic characteristics are over- and under-represented in its environment. This information is linked to user behavior, which adwebster contributes. In combination, target groups can be defined much more precisely than if only behavior is taken into account. But back to the two possible applications at adwebster:1. as modeled target group - very sharpThe integration of one's own, individually modeled target group into adwebster's booking line is particularly accurate. Let's assume that the customer base analysis of vehicle producer "Leviathan" shows the following picture for the typical buyer of its robust van: male, older than 30 years, family with children, medium income, lives in the countryside in a one- to two-family house, belongs to the down-to-earth group according to the GfK Roper Consumer Styles.vehicle producer "Leviathan" stores exactly this characteristic structure in the adwebster booking line. In this way, vehicle manufacturer "Leviathan" ensures that display advertising that revolves around its van is always played to the best possible target group.Anyone who wants to know more about customer base analysis using advanced analytics and/or the integration of the modeled target group into the adwebster booking line should contact Roger Dobler, Chief Analytics Officer at AZ Direct: roger.dobler@az-direct.ch or 071 313 27 54.2. in the AZ Direct Live Data app - sharpThe AZ Direct Live Data App can be booked directly in adwebster's Programmatic Media System. If the set of characteristics of the modeled target group comprises over 100 characteristics, the Live Data App still has 34 characteristics available to sharpen the target group. These include gender, life stage (e.g. family with child), building size and construction period, residential location, vehicle type and class, age group, income class, and mobility.

Thanks to the findings from the customer base analysis, these characteristics can be combined to match the best existing customers. For example, the family with children who live in a single-family home, have a household income of more than CHF 100,000, and drive a van.The AZ Direct Live Data app can therefore be used to put together a target group in just a few clicks and address it immediately. Every advertiser can use the tool - directly themselves, via their media agency or another company they trust.Andi Nigg, VRP adwebster, about the Live Data App "For just under two years, adwebster has operated a 'Data Store' where advertisers can purchase accurate and transparent profiles to increase the efficiency of their digital advertising campaigns. These profile clusters are called 'Live Data Apps'. There are currently over 10 such data providers available. With the AZ Direct Live Data App, it was possible for the first time to use 'offline data' on a large scale for digital advertising measures - a milestone in technological terms. This new 'real-time use' of AZ Direct data in digital campaigns has already achieved incredibly good results in the test phase. The 'fusion' of offline and online proved to be purposeful and productive for the advertiser."Learn more at www.adwebster.ch > Products > Live Data Apps > AZ Direct

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