Is the method of immersing an entire household with strategic advertising, across all devices within the household.
This method was born out of a need for transparency on web traffic since traditional analytic programs only guess where this traffic comes from. The mission was to pinpoint exactly where shoppers were visiting from, no matter the browser they use.
Immersive Household Advertising is a tool to discover the true buying cycle of customers and help businesses pull them down the sales funnel quickly and easily. With cookie deprecation and the future of digital identifiers up in the air, household-based planning, activation, marketing, and (ultimately) measurement approach yield a completely innovative way of looking at a closed-loop marketing cycle. The Immersive Household approach is the next-generation solution to articulate the customer journey.
Was CreatedA household-based approach in analytics, especially digital, had never been deployed by the advertising industry. This household-based approach allows marketers to look at all the multi-family member and multi-device level traffic in a single household as it propels itself towards a decision point.
Due to the Covid-19 pandemic, the household-based approach became even more relevant, as more decision-makers were grounded within a residential address as they made decisions.
Frequency and Reach
Tactic
Frequency and Reach
Estimated Monthly HH Influence*
(1-3 Decision makers)
Display
3.5 impressions/week/device with estimate of 3 devices per household on average
36
Social
1 impressions/week/device with estimate of 3 devices per household on average
12
Video
1.2 impressions/week/device with estimate of 3 devices per household on average
14.4
Smart Mail
1-5 impression / 120 days*
48-60
Depending on tactics and influencers
*These numbers are based on research and media investment made to identify the optimized reach and frequency per households to convert it into a transaction and move it down the funnel. Most advertisers spend years trying to perfect the answer. While this average changes based on brand equality, message, and decision-makers, it represents a solid baseline to build off.
“You truly see only one out of every three ads put in front of you. And you take action only after you’ve seen a brand’s marketing nine times. So, it takes at least 27 impressions of a brand before a prospect even responds.”
“Thomas Smith, a London Businessman, wrote a guide called Successful Advertising in 1995. His guide, still relevant today, forms the foundation for the theory of frequency in advertising. The twentieth time prospects see the ad, they buy what is offering.”
“Generally, large brand advertisers with large market share and high levels of brand awareness have the most success when they focus on reaching more people by choosing a lower frequency cap of 1-2 ads per week.”
By activating Immersive Household marketing, businesses increase awareness, which is vital in the sales process.
?The Immersive Household-based approach has proven to be innovative and different. It has allowed businesses to unlock insights into the customer journey and decision-making spheres in a way they have never seen before. This has opened new revenue opportunities as well as escorted several advertisers on their journey to data independence.
WorksThis strategy includes the delivery of omnichannel marketing to decision-makers within the household by deploying direct mail, audio, video, and digital display all at once to an address to create an immersive household branding experience for a “private” offer.
Immersive Household is a 3-dimensional model based on an innovative breakthrough in cookieless tracking mechanisms. To build these 3-dimensional models of households with multiple individuals, companies should use data transformation, browser innovation, and Big Data processing in real-time.
See the true buying cycle of your online shoppers
Measure your website analytics more accurately than ever before
No longer rely on outdated first-party data or buying third-party data from other companies
Convert more website traffic into leads and ultimately into sale
The idea is to target all potential decision-makers. Often, large purchases are a family decision and children have influence over their parents.
Measurement is also more bullet-proof, with a household being a persistent identifier when it comes to transactional data, especially for retail businesses.
In order to successfully implement an immersive household strategy into your marketing and advertising plans, you’ll need technology that can identify your website visitors down to a household level.
For your business to remain future-proof, the technology you work through must use Immersive Household in a completely privacy-compliant way and without the reliance on cookies (first- and third-party) or mobile ad IDs.
It is also important for your data to go through a process of cleaning. The household address must be accurate to measure your data.