Digital advertising is entering a new era: the era of prediction. The days of guessing who will act on your ads (informed guesses, but guesses nonetheless!) are coming to a close. Tomorrow’s targeting strategies will be built around AI-powered behavioral models built to forecast real action.
The ad industry as a whole has already proven it’s ready for AI. The question now: is AI ready for the ad industry? Enter predictive audience targeting.
What predictive audience targeting is and is not.
Predictive audience targeting allows advertisers to target consumers based on future purchase intent rather than on past behaviors. That means reaching people who are likely to act in the next 24 hours, 7 days, 30 days, as predicted using AI modeling.
That’s a lot different than most of today’s “AI-powered” or “predictive” audiences, most of which are simply lookalike audiences with an AI filter. These audiences are actually static segments based on historical data, only revealing who might’ve looked and acted like a buyer weeks, months, or even years ago.
True predictive audience targeting looks to future action, not just the past.
But what does that actually mean for marketers like you? How does predictive audience targeting translate to real business results? We’ve got a few answers.
Predictive audience targeting made easy.
Predictive AI represents a major departure from traditional audience targeting strategies, which focused entirely on historical behavioral and location data. Traditional audience targeting relies on web and social media interactions or even physical location data to group people into discrete segments based on their potential interests.
Predictive audience targeting takes this one massive step further, using behavioral modeling to transform these potential interests into complex consumer profiles then ultimately, use these profiles to determine how likely an audience is to take real action. Instead of looking back at previous behaviors to guess at future outcomes, predictive audience targeting removes the guesswork and provides audiences of people who are going to make a purchase. In ZeroToOne.AI’s case, these audiences are up to 8x to 9x more likely to take action.
If you knew you could target someone who has an 85% chance of buying within a determined time, wouldn’t you? With predictive audience targeting, you can.
Predict Intent, Drive More Results
GroundTruth’s driving force always has been and always will be real business results. The only way to guarantee that your marketing is working is by bottom line impact. So, when we say predictive audience targeting is the new frontier in the world of advertising, we’re serious about it.
Predictive audiences are already in-use by major players today, and early results are showing impressive outcomes. Leading media agencies like Horizon Media are already using predictive audience targeting and are finding that they are outperforming campaigns featuring traditional audiences, both in outcomes driven and reduced media costs.
At the end of the day, reaching an audience with a higher likelihood of conversion typically translates to higher ROAS and lower CPA, no matter your industry. That’s what predictive audiences fundamentally are: people who are more likely to convert.
What’s more, predictive audiences don’t just tell you who is likely to convert. They tell you when. When you have an audience of people who are designated as highly likely buyers within the next 48 hours, you can better tailor your campaigns around their actions, further driving sales and minimizing wasted ad spend.
Predictive audience targeting isn’t buzz. It’s the real deal, powering real campaigns and driving real business results. Together with ZeroToOne.AI, we’ll soon give marketers access to the tools that will define advertising for years to come.
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Predictive AI isn’t just the future of GroundTruth, it’s the future of the digital advertising industry. As we merge our ad platform with ZeroToOne.AI’s predictive technology, early-adopter status and all the benefits that come with it will be available to all GroundTruth customers.
Don’t have an account with us? Create your GroundTruth Ads Manager account today, and start exploring our platform. And, if you have any questions, don’t hesitate to contact us.
