In the world of digital audience targeting, not all methods are made equal. For over a decade, brands and agencies have relied on cookies to connect offline audiences to their online presence. More and more companies recognize the challenges on this method in a multi-device world. New methods have been introduced to address these challenges. Here is how cookies and Semcasting Smart Zones™ stack up against each other.
Category |
Cookies |
Semcasting
|
| List/CRM Match Rate | Averages less than 30% match rates. | Averages 90-95% match rate. |
| Reach & Coverage | Unknown. Depends on the match rate and number of duplicates in the cookie pool. Cookies are anonymous and indistinguishable from one another – according to Google most users have 4+ cookies in a single segment. | 100% reach whenever a user is online. Each user is unique within a zone with no duplication or waste. |
| Targeting Accuracy |
Single variable match to intent or a purchase record bundled into a segment of 2-3 hundred others. Targeting specific organizations by name, industry or revenue level. | True multi-variable matching. 750+ variables for consumers and businesses across the U.S. and Canada. Segments are one to eight households in size. |
| Cross-Device Support | Limited reach to browsers and mobile devices inside the firewall unless 3rd party cookies are supported or they have an app installed - i.e. limited for B2B in most businesses, on iPhones or on certain browsers. |
Can reach or select against any device connected to the Internet at a designated location within the real-time bid stream. Target B2B campaigns at roof-top with 100% reach. |
| Localization & Trade Areas |
Limited to DMA or zip codes. | Neighborhood level, or rooftops of businesses. Average of 800 Smart Zones per zip code. |
| Pre-Campaign Optimization | Attribution consulting services may provide guidance on best practices at a cost. | Ability to identify the media that best aligns with the consumer or organization based on history at no cost. Allows optimization for contextual categories, Click-Through Rate (CTR), ad size, time of day, and day of week before a single ad is served. |
| Best Use | Retargeting campaigns. Bottom of the sales funnel applications -“click to close" offers. |
Offline to online user matching. In-the-market and can afford the offering. Cross-Device reach needed. Trade area coverage: retail, politics, etc. |
The two audience targeting methods have different strengths. However, Smart Zones stands out as a solution where coverage matters and to the digital one-to-one marketing myth.