How Automated First-Party Data Can Help Brands Expand Their Advertising Reach in Asia
For international brands, reaching the right audience in Asia can be difficult.
Many marketers are accustomed to a relatively straightforward data pipeline, enabling them to harness information about their target audience and carefully target their advertising at specific consumers. But transferring this approach to Asia is not so simple.
In order to feed such a complex data ecosystem, marketers require multiple platform integrations – each of which demands extensive manual work and technical skills to produce. And that presents brands with a serious challenge.
In this article, we’re going to address that challenge, looking at the opportunities first-party data presents – and also some of the challenges. But first, we need to understand exactly how first-party data is used.
Decoding First-Party Data
First-party data is information collected directly from consumers when they interact with your brand. In Asia, this comes primarily from huge platforms like WeChat, Tmall, JD.com and Weibo.
Because the data is collected directly from their own audience, it provides an indispensable source of information for brands: it helps them understand their customers’ habits, motivations, personalities and demographics.
But while this in-itself is valuable, what first-party data is really useful for is expanding your reach.
Building a Lookalike Audience
The reality for most brands is that growing their customer base involves a lot of advertising. But this is extremely costly, and plenty waste a great deal of time and money or poorly targeted ads.
With a healthy supply of first-party data, brands can avoid this waste. Using a Data Management Platform (DMP), they can analyse all of that information about their existing customers in order to predict what their future customers are likely to look like – and target their advertising at people who fit those criteria.
This is what’s known as a ‘lookalike audience’ – a segment of consumers who match the common characteristics of an existing audience (known as the ‘seed audience’.)
By targeting your ads at this audience, you can dramatically increase their effectiveness and efficiency – ultimately helping grow your customer-base more quickly.
The Automation Issue
While lookalike audiences are extremely valuable, actioning them in Asia proves difficult. Programmatic advertising is where the majority of international brands will find value in their lookalike audiences, and that requires the brands’ data feeds to be fully automated.
This, in turn, requires integration across multiple platforms, in order to generate the level of first-party data they need. And as we’ve explored in earlier articles, those integrations are complex and costly, potentially requiring a significant amount of manual work from brands.
Without that secure data pipeline, international brands will be unable to make proper use of their first-party data – and will likely struggle to produce efficient advertising or grow their audience significantly.
How INTEGRAT3 Helps
INTEGRAT3 exists to unlock the power of your data in Asia. With our purpose-built integrations, we enable international brands to access first party data in Asia and automate their data flows – producing more effective, more efficient and more impactful advertising.