Audience Development - An Overview
We are audience development professionals.
All the audiences we build for our clients are unstructured - so you know who you are advertising to before you advertise.
Our audiences are developed using proven techniques honed through the trial and error of building audiences for thousands of digital campaigns each year - developing audiences that address the needs of our clients across all sales channels - B2B, B2C, and DTC.
Unstructured vs Structured Audiences
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Unstructured audiences are those where the client understands how the audience is built - the audience development tactic used, the source, and the recency of the intent i.e. ‘audience member who visited x competitor locations using geo-fencing to capture their mobile device ID within the last 2 weeks’ or ‘Joe Smith, Procurement Manager of x company’.
Structured audiences usually come in the form of 3rd party audiences where the client doesn’t know how the audience was developed, or the source, or the recency i.e. ‘car enthusiasts’.
Audience Types
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We build 1st party, and digitally-managed audiences for our clients.
Your audiences are built across all in-demand channels so you can run omnichannel marketing.
What is Omnichannel Marketing?
Omnichannel marketing allow you to advertise to the audiences we build for you across all in-demand channels: programmatic - desktop, mobile, in-app, in-game, streaming audio, video, connected TV (CTV), Over-The-Top (OTT); social media; search, digital out of home (DOOH).
Omnichannel marketing allows you to ‘imprint’ your audiences with advertising everywhere they go online with the optimal amount of impressions to make them engage.
Once your audiences either complete the sales journey, or reach the impression limit set, they are added to a suppression file and all advertising is then paused.
A-la-Carte marketing is when we select specific audience/s, channel/s, platform/s and ad unit/s to meet specific needs.
- Programmatic: Desktop, Mobile, Native, In-App, In-Game, OTT, CTV, Streaming Audio, Video, DOOH
- Social Media: Facebook, Instagram, LinkedIn, TikTok, X, Reddit, Snapchat
- Search: Google Search Network, Microsoft Search Network
Audiences can also come in the form of 3rd party audiences. These audiences are structured audiences whereby the audience is made available via a secondary audience network and is comprised of audiences based on intent and behavior,
1st Party Audiences VS Digitally-Managed Audiences
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We utilize 1st party data-driven audiences, and digitally-managed audiences based on the needs of our clients.
1st Party Audiences
These are audiences with full name, title, company name, address, phone, email
Digitally-Managed Audiences
These are audiences built for the client based on targeted needs and can come in the form of retargeting, geo-fencing, search retargeting, etc
Big Clic Data Group
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The Big Clic Data Group is responsible for developing 1st party and digitally managed audiences:
1st Party Audiences
Created by industry, company, name, job title / s, address, phone, email.
These audiences can be supplied by the client (customer, or prospect files) or developed by the Big Clic Data Group.
These audiences are then onboarded and advertised to directly across all in-demand channels.
Digitally Managed Audiences
Geo-fenced Locations
Places identified as locations intended audiences are found - these could be:
- Trade shows
- Competitive locations
- More
Search Retargeting
These are keywords (industry keywords, competitor brands, etc) that when our users ingest articles with these included the audiences will be captured and advertised to.
Ad Operations also develops
- Retargeting audiences
- Engagement audiences
- Look-alike based on engagement audiences