Marketers may be familiar with cadence messaging through email marketing. Through the power of the Manicz Media audience data platform and ad server, cadence messaging functionality is now possible multi-channel and cross device. Cadence Messaging is essentially the rhythm of a digital ad campaign. It’s the order and timing you use to strategically send ad messages with content that specifically suits prospects and customers at certain points in their awareness cycle. The right cadence approach reaches a prospect across multiple channels and mediums including display, video, social, email and Connected TV.
Bring your audience through a messaging journey with advertising served in a specified sequence and reach user segments across multiple channels and mediums in the digital media ecosystem.
Reach the same audience segments across multiple channels and monitor which sequences drive the most engagement.
Compile audience data from programmatic placements (CTV, Display, Instream and Native) to leverage for paid social and email messaging
A/B/N test messaging strategies and ad channels to determine which paths lead to the highest engagement
Advertising Cadence Example #1
Digital Media Used: Display, Mobile Video, Email, Paid Social and Retargeting
First, an initial email send and display ads are used to reach target audience segments at the top of the funnel and start the awareness cycle.
Second, that same audience after receiving both an email and a display ad will be served a video message the next time they are viewing video content on their mobile device. Applicable video content would be found on news, weather, sports, lifestyle, and other publisher sites. Audiences who do not fall into the video bucket will continue to the next step.
Third, the most engaged audiences, those that clicked on an ad or watched a video to completion will then be fed over to Facebook and Instagram paid ad channels. These audience segments are independent of the Facebook data network and verified to have already started engagement with the advertised brand.
Fourth, retargeting has been initiated to both serve ads to existing impression pools to increase ad serving frequency and also to retarget website visitors (both from paid media and from other traffic sources).
Fifth, a final email send is scheduled for audiences who did not open or engage with the initial email send. Retargeting of email opens is implemented at both stages to further capture engagement.
Advertising Cadence Example #2
Digital Media Used: Display, Connected TV, Streaming Audio, Paid Social, Retargeting
First, Connected TV is utilized to reach audiences who stream video content including movies and TV series. :15 and :30 second ad spots are shown with impression frequency caps in place. Additionally, Streaming Audio ads are served to audiences across Pandora, Spotify, IHeartRadio and other streaming audio channels.
Second, display ads are utilized to reach the audiences who had initially been served either the Connected TV or Streaming Audio placement. Typically these display ads are served later that same day or within 48 hours to maximize messaging recall.
Third, users who have been served at least 2 types of ad messaging will then be placed in an impression bucket for paid social media through Facebook and Instagram. The users will be shown a variety of ad units in social media channels including native, display, video and lead generation styled ads.
Fourth, retargeting has been initiated to both serve ads to existing impression pools to increase ad serving frequency and also to retarget website visitors (both from paid media and from other traffic sources).
For both of the examples above, Manicz Media is able to remove users from the cadence who convert, buy a product, or trigger a pre-configured event. This helps to cut down on wasted ad spend and help preserve the user experience. Manicz Media can utilize existing ad creative that fit to listed ad specifications and/or Manicz can assist with the design and development process for new creative to be implemented.
Contact Manicz Media today to strategize a Cadence Messaging approach for your media outreach and reach your desired audiences across the entire digital media ecosystem.