How to Boost Reach and Optimize Delivery for Digital Advertising Campaigns
Background: We conducted a digital onboarding test where we replicated the industry standard digital onboarding approach to Facebook and compared it to our signature approach using our proprietary digital onboarding platform.
Targets: 29,468 voters in North Carolina
Industry Standard Approach:
The 29,468-record voter file was used to create a Facebook audience using the industry standard digital onboarding methodology used by many digital advertising agencies.
Result: This resulted in an audience of 10,000* voters that could be contacted on Facebook representing a 34% onboarding success rate.
REAL Strategies' Approach:
Using the exact same voter file, we ran the file through our proprietary digital onboarding platform that adds additional data to each record for matching and then sends that data to Facebook via a custom Application Programming Interface (API).
Result: This resulted in an audience of 22,000* voters that could be contacted on Facebook representing a 75% onboarding success rate.
*Note: Facebook only displays record totals to the nearest 1,000-records.
Result: REAL Strategies more than doubled the Facebook audience size by leveraging our unparalleled data and using our proprietary digital onboarding platform.
Beyond Facebook: We also tested to see what the reach would be if we used our platform to advertise outside of Facebook on the hundreds of non-Facebook networks that our platform links to.
Since our onboarding process adds additional known cell phones, emails, device ids, and other data points to the member/voter/consumer records, we are able to identify targets across a wide variety of platforms and devices, which we can send advertisements to. For instance, we can match to both desktop profiles, mobile device profiles, and in some instances multiple profiles in both categories.
The 29,468 members matched to 48,296 browser-based profiles and 50,225 mobile device profiles that digital ads can be delivered to. Generally, using this matching process gives us the ability to contact 95% of the audience when we use all of our onboarding tools.