Reading reviews for a movie before you watch it, buying a ticket for a sporting event, or checking the “foodie” recommendations of nearby restaurants. All of these are typical behaviors among online consumers.
Online is the primary interface of consumers for entertainment today – so it's easy to understand why the U.S. entertainment industry is projected to spend over $6 billion on digital advertising this year.
With 85% of consumers online, one might think that the entertainment industry would be able to reach nearly every age and lifestyle group. However, while online marketers understand the value of consumer outreach online, they actually face technological limitations if they are strictly using conventional target marketing methods.
The issue is the cookie.
Advertisers often build prospect lists using CRM files and predictive models. They will attempt to onboard that offline audience through traditional cookie matching platforms.
The problem: onboarding will only match less than 50% of your audience or list and many of those matches are going to be same-user duplicates. In reality, half of all browsers and mobile devices don’t even support 3rd party cookies, and this makes reach and ROI a major issue in entertainment marketing.
Semcasting Smart Zones™ counters these issues with big data, genetic algorithms, and a patented dynamic offline-to-online mapping methodology.
The Smart Zones audience-targeting platform was designed to deliver nearly 100 percent reach to any Internet-enabled device in the U.S. and Canada. By combining offline data and mapping all ISP delivery points, Semcasting has been able to provide both reach and accuracy with no cookies, and no tracking. The process provides both transparency and reduced costs.
The Smart Zones platform also provides campaign flexibility. You can create online audiences through a simply selection process or you can upload any existing postal or online prospect lists in the form of CRM files, postal lists, log files, etc. to get a 90-95% match rate. After onboarding, you can create look-alike audiences or you can enhance your records from the 750+ analytic variables.
Don’t let your audience pass you by. Make your targeting Smart.