Reaching a Narrow Audience: Optimizing Campaigns with Valuable Insights
July 17, 2014
Reaching any desired audience is always a bit of a challenge for marketers, particularly amid an ever-fragmenting media landscape.
But when an audience comprises a very small portion of an extremely large population, the challenge rises exponentially. Men ages 18-24, for example, make up only 5 percent of the U.S. online population and are a particularly difficult demographic to engage with. They’re also the prime audience of the U.S. Marine Corps (USMC).
Well aware of the difficulties in reaching specific audiences in a broadening digital environment, the USMC knew it needed to get creative to maintain awareness among its primary demographic. As a result, the USMC’s Recruiting Command enlisted its media agency, Mindshare, to develop a multi-platform solution for a campaign in the third and fourth quarters of 2013 to reach its goals of obtaining 95 digital gross rating points (GRPs) among men ages 18-24 and delivering its message to 22 percent of its desired audience.
Using online video in addition to television advertising, Mindshare used Nielsen Online Campaign Ratings to determine whether the July-December USMC online campaign was successful in maintaining awareness among these men and to make adjustments along the way to increase effectiveness.
Nielsen Online Campaign Ratings data demonstrated how effective the USMC campaign was while it was in progress, which allowed Mindshare to make adjustments in-flight and reach the USMC’s audience goals.
By using Nielsen Online Campaign Ratings, Mindshare surpassed all campaign goals, as the campaign reached 22.1 percent of its desired audience, just above Mindshare’s 22 percent goal. Key to Mindshare’s success in reaching such a narrow audience was its ability to develop strategic partnerships with publishers. As it received Online Campaign Ratings measurement daily, Mindshare worked actively with publishers like TubeMogul to adjust media plans and catalyze delivery optimization. When Mindshare saw that TubeMogul was underperforming on delivering impressions to USMC’s desired audience, it adjusted the campaign in-flight and gained a 32 percent lift. By working with publishers to analyze Online Campaign Ratings data, Mindshare was able to make the most of every impression.
"Reaching a Narrow Audience: Optimizing Campaigns with Valuable Insights." The Nielsen Company, 2014.
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