{"id":857275,"date":"2025-06-22T06:13:03","date_gmt":"2025-06-22T11:13:03","guid":{"rendered":"https:\/\/newsycanuse.com\/index.php\/2025\/06\/22\/how-taking-a-unified-campaign-approach-helps-brands-outperform-benchmarks\/"},"modified":"2025-06-22T06:13:03","modified_gmt":"2025-06-22T11:13:03","slug":"how-taking-a-unified-campaign-approach-helps-brands-outperform-benchmarks","status":"publish","type":"post","link":"https:\/\/newsycanuse.com\/index.php\/2025\/06\/22\/how-taking-a-unified-campaign-approach-helps-brands-outperform-benchmarks\/","title":{"rendered":"How taking a unified campaign approach helps brands outperform benchmarks"},"content":{"rendered":"
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Sponsored by Experian Marketing Services<\/a><\/span> \u00a0\u2022\u00a0 June 18, 2025<\/span> \u00a0\u2022<\/p>\n<\/div>\n

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Chris Feo, Chief Business Officer, Experian Marketing Services<\/strong><\/p>\n

Marketers are under more pressure than ever to deliver personalized, high-performing ad campaigns \u2014 all while navigating tighter budgets, shifting privacy expectations and fragmented technology stacks.\u00a0<\/p>\n

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Despite having a recent plethora of advanced tech tools and deeper data sources within their reach, brands\u2019 fundamental marketing tactics haven\u2019t changed. Every great ad campaign still starts with a simple question: What audience is the brand trying to reach?<\/p>\n

The answer to that question depends on how well a brand understands its customers. That understanding is increasingly hampered by data silos, inconsistent identity signals and disconnected workflows within planning, activation and measurement teams. When those pieces don\u2019t align, the results are inefficient budget spending, incomplete consumer insights and missed advertising opportunities.<\/p>\n

To move forward, marketers are taking a unified approach.<\/p>\n

Building a complete customer profile enhances campaign performance<\/strong><\/h2>\n

The foundation of effective marketing is understanding a brand\u2019s intended audience \u2014 not just who the audience is, but also what those audience members care about and how to reach them across devices and platforms.<\/p>\n

Achieving that understanding starts by building a complete customer profile. For many marketers, this means linking persistent offline data, such as name and address, with fresh digital signals like device IDs and online behaviors. When combined, these elements provide a high-fidelity view of the customer that can be enriched with attributes like demographics, purchase behavior and lifestyle interests.<\/p>\n

Building this type of profile helps marketers understand their consumers and, ultimately, helps construct audience segments that perform at a high level for their campaigns. Whether brands utilize their own customer relationship management data or data from a third-party source, creating addressable segments that are both accurate and scalable can separate good campaigns from great ones.<\/p>\n

For example, integrated marketing company MMGY layered first-party data with behavioral and demographic insights<\/a> to build custom audiences for small-ship cruise line Windstar Cruises. The cruise line was able to refine its campaigns in real time based on those data-driven audience profiles, which helped it more than double its campaign benchmarks.<\/p>\n

Similarly, gaming platform Unity used Experian\u2019s data enrichment tools to build custom audiences<\/a> based on players\u2019 financial attributes and their behaviors across websites, mobile devices and CTV. The audience insights helped Unity\u2019s advertisers reach gaming audiences more effectively by tailoring campaign creative and delivery to real-world player preferences, not assumptions.<\/p>\n

A connected activation strategy reduces signal loss and improves accuracy<\/strong><\/h2>\n

Once they have defined their audiences, marketers must reach those audiences consistently and efficiently across multiple channels. When consumer identity, audience segments and ad inventory are aligned, marketers, publishers and consumers all benefit. However, market fragmentation is often a challenge during campaign activation.\u00a0<\/p>\n

Marketers often build audiences within one platform, but activate on another, causing data loss and targeting mismatches. A more connected strategy uses the same consumer identity and audience spine across planning and activation, reducing signal loss and improving accuracy.<\/p>\n

Curated private marketplaces (PMPs), for example, enable marketers to match high-quality audiences with premium inventory in a targeted, transparent and efficient way. Deals made through PMPs let marketers align their spending with their campaign goals, whether that\u2019s lowering cost-per-acquisition or boosting reach in a key vertical.<\/p>\n

Recent curation performance results<\/a> bear this out:<\/p>\n