The paid social eco-system continues to evolve with advertisers increasingly looking to allocate media spend across platforms. Recent research from SimilarWeb (via Digital Information World) sees brands and their agencies embracing Snapchat, TikTok & Pinterest in the quest for reach and engagement with relevant audiences. Visits to the newer platform's ad manager accounts grew significantly over the past 12 months, suggesting marketers are executing a more pluralistic approach to planning and activation.
Whilst Meta continues to provide exceptional audiences targeting opportunities across their platforms, marketers are diversifying their planning. Further, with all major platforms now accepting 1st party customer data teams can now activate with finer campaign configurations. Marketers are increasingly leveraging 1st party customer based audiences across three categories of campaign approaches:
Marketers prize their ability to control campaign reach with 1st party data signals, especially on platforms such as TikTok & Snapchat where reach is abundant but relevant engagement harder to identify. Many marketers who previously experimented with TikTok in the early days are finding these channels more controllable and accountable within recognised performance based approaches thanks to 1st party data related tactics.
As campaign planning seeks to broaden the platforms selection marketers and their agencies seek an interoperability across advertising platforms, enabling orchestrated activation but also closer synchronised measurement.
Leading advertisers are already using AUDIENCES to accelerate activation of 1st party data across advertising with zero compromise to privacy or security.
Contact AUDIENCES to discuss how to accelerate activation of your 1st party data.