- Understand the North American market
- The importance of qualitative audience data
- How to Reach Your Target Audience in the North American Market
- Empower your DSPs campaigns
In today’s competitive digital landscape, reaching your target audience effectively in a specific region requires a strategic approach backed by high-quality audience data. Explore how to lead successful campaigns that resonate with your target audience in the North American market using powerful solutions.
Explore The Path to Effective Advertising
Understand the North American market
Before diving into campaign strategies, it’s crucial to understand the unique characteristics of the North American market:
Population and Internet Usage:
- As of 2024, North America has a population of approximately 375 million people.
- Internet penetration in North America is exceptionally high, with 94.6% of Americans having access to the internet.
- By 2029, this percentage is expected to increase to 98% of Americans.
Internet Connectivity:
- 80% of Americans subscribe to home broadband internet.
- In the United States, 95% of urban residents and 93% of rural residents have access to the internet.
Device Usage:
- 92.3% of internet users in North America access the internet using a mobile phone.
- 65.6% use laptops or desktop computers to access the internet.
- 27.3% use tablet devices for internet access.
- 31.9% access the internet through connected televisions.
- 15.4% use smart home devices to connect to the internet.
Mobile Internet Usage:
- In the United States, 47.57% of website traffic comes from mobile devices.
- The U.S. has a mobile internet penetration rate of 84.37%.
- Canada has an even higher mobile internet penetration rate at 95.21%.
Data Consumption:
- The monthly cellular data consumed by the average smartphone globally stands at 21.1GB.
- Mobile network data traffic has been steadily increasing, reaching 143.14 Exabytes in Q3 2023.
Operating Systems:
- Android dominates the share of mobile web traffic with 70.48%.
- Apple’s iOS accounts for 28.8% of mobile web traffic.
The importance of qualitative audience data
In the realm of modern marketing, high-quality audience data serves as the cornerstone of successful campaigns, it allows you to:
- Identify your target audience accurately – understand the demographics, interest, and behaviors of your ideal customers, you can create more effective marketing strategies that resonate with their specific needs and preferences.
- Personalize your messaging – increase engagement and conversion rates through tailored messaging. By leveraging high–quality data you can craft content that speaks directly to individual customer segments, addressing their unique pain points and desires, which ultimately fosters a stronger connection between your brand and your audience.
- Choose the right channels for your campaign – ensure your message reaches your audience where they are most active and receptive. By analyzing audience data, you can determine what interests your audience, allowing you to allocate your resources more effectively and maximize your campaign’s reach and impact.
- Optimize your ad spend: This leads to a higher return on investment (ROI) for your marketing efforts. With detailed audience data, you can refine your targeting parameters, reducing wasted impressions on uninterested viewers and focusing your budget on the segments most likely to convert, thereby improving the cost-effectiveness of your campaigns.
How to Reach Your Target Audience in the North American Market
1. Segment Your Users Based on Key Criteria
Effective segmentation is crucial for targeting specific groups within your audience more precisely. By leveraging high-quality data from a global provider like OnAudience, you can create detailed and accurate segments or custom segments based on your audience criteria.
Key segmentation criteria for North American audiences:
- Demographics (age, gender, income, education)
- Psychographics (interests, values, lifestyle)
- Behavioral (information about users shopping intentions, brand interactions, events)
- Geographic (region, location, urban/rural)
Action steps:
- Utilize explicit datasets to create highly targeted audience segments.
- Access predefined +2,000 segments to find audiences that match your persona’s criteria.
- Create custom audience segments with the help of data science teams to maximize precise targeting.
2. Understand Your Target Audience Needs
To create effective campaigns, you need to have a deep understanding of your target audience’s needs, preferences, and pain points. High-quality data can provide valuable insights into these areas.
Action steps:
- Analyze behavioral data to understand your audience’s online activities and preferences.
- Use interest-based data to identify what motivates your target audience.
- Leverage purchase intention data to understand what products or services your audience is actively seeking.
3. Enrich Your Target Audience Data
If you are looking to understand your target audience at a profound level, you should enrich your data whether it is first-party data or second-party data to provide a more comprehensive view of your audience and uncover new targeting opportunities.
Action steps:
- Integrate your first-party data with data from a global provider to create a comprehensive overview of your audience.
- Use data enrichment to fill in gaps in your customer profiles.
- Leverage lookalike modeling to expand your reach to new potential customers who share similar characteristics with your existing high-value customers.
4. Target All Types of Devices
In today’s multi-device world, it is crucial to understand user behavior and the probability of engagement with specific messages across various devices. Having access to your users on different devices may significantly help you improve their customer experience and results of a campaign.
Here are the types of data you should to consider to include in your advertising campaigns:
- Desktop computers
- Mobile phones
- Tablets
- Connected TVs (CTV)
Action steps:
- Use cross-device data to track user interactions across desktop, mobile, and CTV devices.
- Implement a multi-channel strategy using high-quality data.
- Ensure consistent messaging across all platforms while tailoring content to each device’s unique characteristics.
5. Optimize Your Campaigns
Continuous optimization is key to maximizing the effectiveness of your campaigns. Use up-to-date data and analyze campaign results to make informed decisions and improvements.
Action steps:
- Regularly analyze campaign performance using data-driven insights.
- Conduct A/B tests to refine your targeting and messaging strategies.
- On a daily basis review campaign results to identify trends and peaks in interest for a specific product or service to adjust targeting accordingly.
- Implement advanced attribution models to understand the impact of each touchpoint in the customer journey.
6. Take Your Campaigns to the Next Level with Support of a Global Data Provider
Partnering with a global data provider can significantly enhance your campaign effectiveness by providing access to high-quality and diverse datasets which will influence the results of your campings.
Benefits of working with a global data provider:
- Access to extensive, high-quality data sets
- Advanced segmentation and targeting capabilities
- Cross-device and cross-channel targeting
- Compliance with data privacy regulations
- Support of data science team
Action steps:
- Research and select a reputable global data provider that aligns with your needs like OnAudience.
- Check the scale and reach of the data and segment capabilities to maximize your campaign success.
- Leverage their expertise to develop more sophisticated targeting strategies.
Empower your DSPs campaigns
In the dynamic North American digital landscape, empowering your DSP campaigns with high-quality audience data is crucial for success. By leveraging comprehensive data sets, you can accurately identify and segment your target audience, personalize messaging across multiple devices, and optimize ad spend for maximum ROI.
Partnering with a global data provider like OnAudience enables you to access extensive, up-to-date data sets and advanced targeting capabilities, ensuring your campaigns resonate with the right audience at the right time.
Remember, in today’s multi-device world, a data-driven, cross-channel approach is key to creating impactful campaigns that drive results and foster meaningful connections with your North American audience.
