People Based Marketing

PEOPLE-BASED MARKETING

People Crave Culture. Culture requires connections (aka devices). Brands can't keep up.

Consumers no longer follow a single path to conversion. They are experiencing a brand’s web of influence, across many connection points. Sophisticated marketers know that this web of influence can break down if they can’t tie multiple devices back to real people. Brands need to influence people wherever they experience culture.

There are practical pain points for brands lacking people-based marketing

Analysis Paralysis Brands see lots of reports and analytics that either don’t make sense (e.g. overinflated reach) or are not actionable
Data Gaps Brands may be over-indexed on measurement and tracking on desktop, but their web of influence lacks mobile app activity
Over-Saturation Brands may be delivering ad impressions on mobile or desktop without a holistic control of frequency. The consumer sees way too many ads and disengages
Over-Targeting Consumers who do buy still receive dozens of retargeted ad impressions promoting items they’ve already purchased
86% Marketers know delivering a cohesive message across devices is important (Salesforce, 2014)
4 Average number of devices owned by a millennial (Forester, 2016)
1st People-based Marketing is the highest need in bridging advertising and marketing technology systems (eMarketer, 2016)
People-Based Marketing with ONE by AOL We combined AOL and Verizon data, then built a new people-marketing infrastructure. Now marketers can use ONE by AOL to cut through the clutter of devices and cookies to plan, deliver and measure ad campaigns to real, authenticated people.

Benefits

Understanding Marketers can understand the true people-reach of any audience segment, regardless of provider.
Maximize Scale You’re not limited to the original cookies and devices provided by an audience segment. ONE by AOL extends the reach of that segment to all the devices for the people comprised in that segment.
Flexibility Increase accuracy by choosing to only use deterministic links or increase scale by using both deterministic and probabilistic links.

How it Works

Play Game

Each tile shows a person and a device that person uses. To play, match three tiles containing the same person. Each of the tiles represents a combination of different devices/cookies that person uses. When you make a match, a popup box will explain how ONE by AOL connects those devices to that person.

Ch=Chrome FF=Firefox SA = Safari ID = Persistent mobile phone ID

Learn more about AOL's perspective on
people-based marketing