Budgets continue to tighten, forcing marketers to do more with less. At the same time, behaviors have become increasingly fragmented.
Modern digital marketing tactics promise to help business leaders address these age old challenges once and for all. But these solutions frequently fall short of expectation, often failing to deliver the access they purport to provide. Significant portions of advertising budgets are thus wasted on eyeballs the advertiser never intended to target.
In our experience, the problem starts with the tactics that data providers rely on to build these audiences. Most are built on the assumption that behaviors imply intent.
Audience membership (i.e. preferences, intentions, attitudes, etc.) is thus determined exclusively by subjective judgement of behavior and digital consumption. In other words, what people do entirely determines how they are classified. While such judgements are sometimes correct, they are often not.
Big Village ensures more accurate delivery by pre-validating the digital signals a campaign targets to reach the desired audience. Rather than leaving it to chance, our platform ensures campaigns target behaviors that are known to be exhibited by an advertisers target audience. Whether an attitudinal segment, a conquest, a likely adopter of a new product, specific demographic, or an existing customer, we develop targeting solutions that improve precision by removing the doubt without disrupting the campaign delivery process, requiring an agency transition, or increasing costs.