By now, you might’ve heard that predictive audience targeting is here to stay, but what does that mean for your day-to-day campaigns? Which channels can you use, how do you launch, and what do campaigns actually look like?
With GroundTruth’s ZeroToOne.AI-powered Dynamic Intent Predictive Audiences, the answers are easy:
Q: On which channels can predictive audiences be used?
A: Our predictive audiences are available for campaigns on CTV, OTT, mobile, desktop, and digital audio & podcasting.
Q: How do you launch?
A: When you’re activating on CTV/OTT, mobile, desktop, or audio, simply select a predictive audience from the dropdown the same way you would any other audience type.
Q: What do predictive campaigns look like?
A: With GroundTruth, targeting future consumers is as simple as any other campaign. Let’s look at a few hypothetical examples of how prediction-powered campaigns works with GroundTruth.
🎭 Promoting Local Theater with Audio+Mobile
For the first campaign, let’s think about ourselves as a local theater company with an upcoming play. The season’s schedule has just been announced, and we want to drive turnout among their local community first and foremost for this first show, coming up in just three weeks.
First we choose our channels. We select GroundTruth’s Digital Audio & Podcasting channel to create brand recall and drive awareness of our upcoming play, then continue to choose our audience targeting.
With GroundTruth, the theater company can target the people in their DMA with the highest possible likelihood of attending a production in the next 30 days, then reach them on performance media channels. By selecting Predictive AI Audiences | In-market Live Theater Visitors – next 30 days then layering in their DMA, the company is able to serve ads to anyone living nearby that is predicted (with over 90% confidence!) to attend a performance of live theater in the next 30 days.
Finally, we’ll add Mobile as an additional channel. As we finalize our Audio ad groups, Ads Manager gives the option to automatically clone to Mobile, adding another valuable touchpoint to inspire action once we swap out the audio creative for mobile-optimized creative.
Then we click launch. Predictive AI Audiences | In-market Live Theater Visitors – next 30 days takes over, refreshing every single day to ensure that each targeted consumer is still highly likely to attend the theater in the next month. The audio ads drive a high degree of recall, ensuring that the targeted consumers remember the name of the show, where it will occur, and when. Then finally, mobile ads drive the final push that transforms into a ticket purchase.
🍷 Launching a Multi-City Wine Tasting Event on Mobile
In the second campaign, let’s put ourselves in the shoes of a chain of liquor stores that just became a retailer for a popular vineyard. Naturally, the chain wants to create buzz for this new brand with a big promo, so they decide to launch a few tasting events at their best performing stores. And what better way to get the words out than by leveraging our Predictive AI Audiences | In-market Wine & Spirit Store Shoppers – next 7 days audience?
Seven days before the event is scheduled to occur, we launch a campaign utilizing multiple ad groups to target the cities, zip codes, and DMAs nearby the designated stores. Like the theater company, we start by choosing our preferred channel (Mobile, in this case), select the Predictive AI Audiences | In-market Wine & Spirit Store Shoppers – next 7 days for our audience, then layer the location targeting. As we create each ad group, we can easily add Mobile retargeting with a simple toggle switch, automatically allocating budget to ads designed to drive visits through multiple touchpoints.
As the campaign runs for its seven-day flight, the consumers who are most likely to shop in-market will discover the upcoming event and receive consistent reminders, giving them ample time to build their routine around the tasting.
🥞 Catching the Breakfast Crowd on CTV
For our last example, let’s look at a short-term buying cycle: a quick breakfast on a weekday morning. Most people don’t spend weeks or months planning a QSR visit, so it’s important to strike when intent is highest. With our Predictive AI Audiences | In-market Morning QSR Visitors – next 24-48 hrs audience, ads will only be served to people who are predicted to grab some on-the-go breakfast in the next two days.
So let’s say we’re a regional chain serving up quick, easy, nutritious, and delicious breakfast burritos. We want to create a campaign that reaches people in the area we serve using the screen they watch most: CTV. We first choose CTV as our preferred channel, select Morning QSR Visitors – 48 Hours as our target audience, then select the precise locations nearest to our restaurant that we want to target for a quick morning bite. From there, we can even include Day Parting, ensuring our ads are only shown to people in the evening (as they plan for the day ahead) or in the morning (as they’re on their way out the door) to inspire immediate action when intent is highest.
Once launched, this campaign can run indefinitely, with an occasional creative refresh of course. Because ZeroToOne.AI’s Large Behavior Model updates every single day, the Morning QSR Visitors predictive audience will ensure that your ads are only seen by people who are going to dine out in the next two days, minimizing fatigue from overexposure to your ads.
Try Dynamic Intent Prediction Right Now.
When it comes to predictive audience targeting, we’re just getting started. We’re already working hundreds more audiences across dozens more verticals, coming soon to every Ads Manager account.
So, give it a try for yourself. Create your GroundTruth Ads Manager account today, and start exploring our platform (no minimum spend required). And, if you have any questions, don’t hesitate to contact us.
