Louis Guerrero, Sr. Product Marketing Manager, Social @ Kenshoo
Oracle Data Cloud audiences are the cream of the crop of the third-party data vendors. Having acquired multiple top-tier data companies over the last decade, marketers have many options to reach the audience segments they desire. Kenshoo Social now integrates with this valuable partner and our clients can access their unique and powerful audiences through our platform.
In the State of Branding Report 2019, 500+ UK and US marketing decision-makers from various industries were asked what the most effective channel was for reaching their target audience. The top answer? Social media.
This makes social media an integral part of every marketing strategy. It’s where businesses often connect their products to their prospective customers. But reaching the right person entails leveraging targeting tactics that rely on demographic insights, behavioral data, and offline actions. Audience identifiers that are not always available directly within the native tools.
As amazing as the targeting offered by social publishers is, there are a few challenges facing advertisers:
One of the great things about social audience targeting is that advertisers can reach valuable audiences that have shown intent with their remarketing and CRM lists. This is great, but social marketers have begun to realize that they might be potentially exhausting those lists. It’s a bit of the overfishing analogy in which too many ads to the same groups become either annoying or those consumers simply begin to tune them out—a.k.a. banner blindness.
With regards to Facebook’s native targeting options, they are just more valuable when paired with behavioral data or in-market purchase intent. Although most brands can get by with the native targeting, it’s somewhat limited without these other signals.
In order to get more advanced targeting against these two audience targeting challenges, marketers are turning to dedicated, 3rd party audience targeting vendors that can help them go to the next level.
And marketers are absolutely using 3rd party data vendors to enhance their targeting capabilities. According to an IAB/Winterberry Group study, marketers spent almost $20 billion on third-party audience data and activation solutions last year.
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The Oracle Data Cloud combines the leading technologies and talent from Oracle’s acquisitions of AddThis, BlueKai, Crosswise, Datalogix, Grapeshot, and Moat to help digital advertising companies drive better business outcomes across more than 100 countries.
The Oracle Data Cloud also offers insight into subscription services, Comscore data, MasterCard transactions, and many other data points to help advertisers better show value to the right consumers. Kenshoo’s partnership with marketing data providers such as the Oracle Data Cloud delivers an open behavioral audience marketplace for accurate targeting across Facebook’s family of apps.
“Our new integration with the Oracle Data Cloud adds yet another world-class audience offering to our platform,” says Claudia Virgilio, Kenshoo’s Global Vice President, Strategic Partnerships. “We know that being able to leverage powerful audience targeting capabilities is a distinct competitive edge for our brand and agency clients. We continue to build out our partnerships to give social practitioners as many options as possible to enhance their campaigns.”
In addition to the Oracle Data Cloud, Kenshoo currently integrates with other global leaders in audience data, such as Experian and Epsilon (with many more integrations to come). These integrations enable Kenshoo’s clients to reach people based on offline behaviors, such as owning a home, being in-market for a new car, household income, a loyal purchaser of a specific brand or product and many other categories.
Kenshoo’s 3rd party audience integrations include Experian, Epsilon, and now the Oracle Data Cloud.
Check out Kenshoo Social to better engage social customers while achieving your branding and performance goals. Drive value, save time, and garner amazing insights from our suite of reporting and analytics.
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