Resources in Scope during COVID-19
Mar 17, 2020 • Grace LeDuc
The impact of COVID-19 on the world is changing on an almost daily basis, and the way brands communicate with their customers must evolve as quickly. In light of these changes, we expect to see advertisers redirect their focus on more data-driven decisions that target mid- and lower-funnel activity in order to drive ROI.
In order to stay ahead of the rapidly-changing landscape, 4C is working to help clients manage campaigns on the fly to drive measurable, targeted, and flexible strategies. Our Scope platform can help advertisers increase efficiencies and mitigate risk in several ways:
Our Bring Your Own Data (BYOD) solution allows brands to map their digital ad performance to tangible business outcomes using their own first- or third-party source-of-truth dataset. Using BYOD, advertisers can gain a better understanding of how their ads are affecting the bottom line. Read an example of how Mindshare helped a leading tech company increase revenue from paid social.
When brands are looking to be more efficient with advertising dollars, ensuring that ads are reaching the right audience is key. Using 4C Audience Hub, advertisers can discover relevant audiences for their brand and apply them to campaigns across channels — including pre-built 4C Target Sets. Jellyfish recently helped Ugg increase ROAS by 60% using 4C Target Sets on Facebook.
As much of the world spends more time indoors, the use of second screens like laptops and mobile phones is sure to rise along with TV consumption. With 4C Sync, brands can trigger digital ads in real-time based on TV moments like their own ads, a competitor’s ads, or specific programming. Kraft Heinz synced Facebook ads to its own TV spots and saw an increase in engagement.
“Social distancing” is the phrase of the moment, and with it comes an increase in online shopping. Amazon has already announced a plan to hire 100,000 people to meet the demands of the current spike in demand. With more people opting for delivery, Amazon advertising is a great option for capturing the attention of online shoppers. Learn how 4C team recently helped a leading home appliance brand increase the ROAS of their Amazon ads by 270%.
In closing, here’s a POV from our CMO, Aaron Goldman:
“Looking at advertising campaigns running through the Scope platform in the first half of March, we found that overall spend was up 25% year-over-year. Clearly, the closed ecosystems where people are increasingly spending more time as they seek information and entertainment during this pandemic are proving resilient as marketing vehicles. For brands the best advice is to remember that target audiences are human — stay empathetic, stay flexible, and stay focused.”