DCW’s People-Based Targeting Solutions

DCW works hard to be at the cutting edge of marketing technologies, and People-Based targeting is a great example of our innovation. Our agency was an early adapter of People-Based in the 2010's, applying the targeting method to a variety of campaigns across different verticals with outstanding results.

What is People-Based Targeting?

Simply put, People-Based targets ads directly to known individuals on a 1:1 basis, rather than relying on segments based on user activity or algorithms. What started in 2012 with Facebook’s Custom Audiences, which used emails and phone numbers, has blossomed across almost every digital ad channel.

DCW can go beyond a client’s CRM and directly target millions of individuals by acquiring and applying opt-in first-person data from third-party providers. Sources are varied, and can include subscriptions, loyalty and rewards programs, telecommunication accounts, credit card information, and more. Once acquired, data is put to work to deliver highly accurate Display, Audio, and Video ads.

Benefits of using People-Based

This type of targeting has several big advantages over Programmatic and Social Media:

·        Persistent Cross-Device Capabilities: Programmatic targeting often struggles with maintaining a user’s identity across their different devices while People-Based can continue to deliver ads to the same individual.

·        Better Privacy Compliance – as tracking cookies are constantly in the crosshairs of regulators, People-Based data is opt-in and 100% compliant.

·        More Efficiency: Spend is not wasted on users who are misidentified or not strongly tied to a targeting segment, resulting in better CPMs, higher CTRs, and lower CPC.

People-Based in Action

We have successfully applied first-person targeting to a variety of our core verticals, including healthcare, higher education, casino gaming, and banking. Healthcare and higher education are sensitive fields where privacy concerns are always top of mind. Since this is opt-in data, health care providers can safely target based on patient needs while complying with HIPAA regulations. For casinos, People-Based can identify frequent visitors, loyalty program members, or high-value players. Casinos can then deliver personalized messaging to drive retention and foot-traffic. Banks can use this targeting method to identify and reach new potential customers by using financial intent signals and credit partnerships.

In one potentially difficult instance we were tasked with targeting fireworks enthusiasts by a client hosting their annual fireworks market. People-Based was the solution as we were able to target a niche People-Based audience segment made up of recent fireworks purchasers with locally targeted CTV ads.

Interested in Applying People-Based to your Digital Marketing?

People-based targeting is at the core of many of our digital advertising strategies. By leveraging first-party data and advanced audience insights, we create personalized, high-impact campaigns that drive results. Ready to see how People-Based targeting can elevate your marketing? Connect with us at digital@dcwcorp.com.