Objective: Shared Audiences

Chaya David
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Overview

The Shared Audiences objective one of Fullpath's Digital Advertising objective. Objectives are a grouping within the ads structure and are pre-determined. Each objective contains a specific goal.  The Ad Bundles and Ads within that objective seek to accomplish that goal. Shared Audiences are unique to Mazda and Stellantis clients who have opted into / are required to run the Broadcast Program and run only New Inventory.

To read more about the Ad structure within Fullpath, click here.

 

Goal

The goal of this objective is to provide approved vendors working with Shift Digital (Mazda and Stellantis) the ability to leverage connected CDP data at the national and regional level in order to target highly specific audiences of identified Shoppers and Back-in-Market Shoppers with ads for new inventory.

 

 

Important to note: these audiences come directly from the National OEM and therefore geo-targeting rules may not be applied to these lists. As such, there is a possibility of leads from these lists originating from outside the Dealership Area of Responsibility or United States and Canada. 

 

Approved Agencies

Through the CDP, approved agencies will be provided with rich audience segments to improve marketing efforts. Audience segments are subject to change based on alignment with our partners, however consuming and applying these audiences will be required for all providers to support. High level expectations are listed below

  • Audience data will be securely pushed directly into select media platforms including  Google Search, Display, and PMAX as well as Facebook, Instagram, and other Social placements.
  • Providers will be expected to support a QA and validation process on the receipt, application and effectiveness of the audience segments shared.
  • Providers will setup campaigns in such a way that metrics can be collected that tie to performance of campaigns with audience targeting applied.
  • Providers will support reporting on the use of those audiences.
  • Providers will support reporting performance based on those audiences.

 

Examples

Keyword examples for this objective are taken from keyword generators that pull together different keyword permutations based on dictionaries we have set up. For example, it contains keywords like "new Jeep Wrangler, Price, Cost". Then we dynamically insert the Dealership Brand, OEM, and New Inventory in the keywords and phrases that make the most sense based on the search.

 The micro moments include:

  • Where to Buy
  • Am I Getting a Deal
  • Can I Afford It

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Shared Audience Breakdown

The Active Shopper Audience for this Objective includes: Identified Shoppers  as well as Back In Market Shoppers:

  • Identified Shoppers - previously anonymous Dealer website visitors that have been identified through the Retail CDP technology and have conducted an engagement activity within the last 90-days.
    • Engagement activities are low-funnel website actions such as a:
      • Vehicle Search
      • Vehicle Detail Page View
      • Offers View
      • This audience also accounts for shoppers who are actively engaging in other certified tools.

  • Back In Market Shopper - unsold customers who have previously submitted a lead to the dealership, phoned the dealership or were a walk-in/up who are actively shopping on the Dealer website and have conducted an engagement activity within the last 90- days.

  • Engagement activities are low-funnel actions such as a:
    • Vehicle Search
    • Vehicle Detail Page View
    • Offers View
    • This audience also accounts for shoppers who are actively engaging in other certified tools.

 

 

Required Allocations

Mazda requires the following budget allocation for Shared Audiences:

  • Search: 10% of New Car Media Spend
  • Social:10% of New Car Media Spend
  • Video: 5% of New Car Media Spend
  • Display: 5% of New Car Media Spend


Stellantis requires the following budget allocation for Shared Audiences:

  • 10% of the total budget on the Broadcast Program Shared Audiences.

 

Enabling/Disabling Objectives

All objectives are enabled by default when a new account is launched on Fullpath's Digital Advertising. In order to pause a specific objective and disable all ads and templates inside that objective:

  1. Open your Fullpath dashboard and navigate to the Digital Advertising Search/Display/Social page.
  2. Scroll down to the bottom of the page. 
  3. Check the box(es) of the objective(s) you would like to disable/enable.
  4. Select "Pause" or "Run" from the dropdown menu.

Note: If you would like to disable/enable an objective across multiple channels, you will need to perform these steps within each of the Search/Display/Social pages. 

 

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