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The 2 Biggest Myths about Targeted Advertising: Time and Cost

November 11th, 2021 | 5 min. read

The 2 Biggest Myths about Targeted Advertising: Time and Cost

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In an environment where public opinion can change seemingly overnight, it is often the teams tasked with purpose-driven marketing whose job responsibilities can shift on a whim.

The same is true when organizations face increased regulatory pressure or challenges from employees or other key stakeholders.

This creates two inherent problems:

  1. Lack of time, due to the rapidly changing nature
  2. Lack of budget, having to react to something you might not have anticipated when you made your budget

What suffers? Your ability to capitalize on data infrastructure to ensure accurate and efficient ad targeting and message delivery. 

Why?

Because of these two myths about targeted advertising:

  • Myth #1 - The process of audience targeting process takes too long and I don’t have enough time.
  • Myth #2 - Targeting specific audiences is too expensive and I do not have any extra room in my budget.

While you may be under a time and budget crunch, there are solutions that can fit your needs. Take it from us, at Tunnl we’ve been innovating for over 20 years to solve complex challenges just like this.

In this article, you will learn: 

  • How to address Myth #1 - No time to utilize targeted audiences
  • How to address Myth #2 - No budget to utilize targeted audiences
  • About an audience solution for those under time and budget crunches

Myth #1 - I Do Not Have Enough Time to Utilize Audiences in my Advertising Efforts

This is a comment we hear a lot. The world does not slow down just because we ask it to and in the purpose-driven marketing space, the world spins faster than ever.

I’ll admit one thing - the idea that you can be in such a rush to go up on air or online that you have no time for targeted audiences is partially true.

Yes, I said it. There is some truth behind this myth.

However, when people are facing a serious time crunch and they get this myth in their head, people are usually thinking of custom-built audiences. That’s where the partial truth lies. Custom-built audiences are not best suited for those who do not have time on their side.

But, there is good news…

You can still get the benefits of targeted audiences without embarking on a custom project. 

Standard Audiences as a Time-Saving Solution

Standard audiences are pre-built, targeted audiences that are made up of individuals who share similar views about the topic in question. This is the key driver of why standard audiences are a great time-saving solution. 

Because they are already built, the time-intensive work (roughly 6-8 weeks) of building them is already done.

Standard audiences are also great time savers for those who are advertising across different mediums. When time is everything, advertisers and marketers do not have the time to create different in-platform audiences for each medium they want to advertise on.

Standard audiences are a great time-saving solution because they can be activated across mediums such as:

  • Social Media
  • OTT/CTV
  • Demand Side Platforms (DSPs)
  • Managed Service Providers (MSPs)
  • Addressable TV and VOD
  • Digital and Terrestrial Radio
  • P2P Texting

Myth #2 - I Do Not Have Any Extra Room in My Budget to Utilize Audiences in my Advertising Efforts

Let’s face it, advertising budgets are never as large as we would like them to be. If you couple that with having to produce an ad flight or messaging strategy that you have not previously anticipated, you might find yourself in a bit of a bind.

Like the first myth we busted, myth #2 is also half true.

When facing a tight budget, advertisers and marketers often sacrifice the data intelligence piece of audience targeting because of the misconception that it is too expensive and not within their budget.

What if I told you that you can deliver more messages to your target audience without increasing your budget at all?

Standard Audiences as a Budget-Friendly Solution

Standard audiences are a great, budget-friendly solution because they are available at a price range of $0-$750 a month.

You read that right, $0. If clients want to digitally activate against our standard audiences, we do not charge our clients. 

Instead, when clients activate against them, we receive a CPM from one of our partners. Full access to our standard audiences is available at a very low price. We can price these audiences low because of automation and strategic partnerships. 

 

Standard Audiences: the Audience Solution for Time and Budget Crunches

When we busted the myths about time, financial cost, and the ability to target a specific group of people, we gave Standard Audiences as a great solution to those problems.

But what are Standard Audiences? Great question.

Standard audiences are pre-built groups of individuals who share a similar sentiment about a certain topic. One of the great things about these audiences is they can be activated at any time. Standard audiences cover tough issues pertinent to:

  • Purpose-driven marketing
  • Issue advocacy
  • Public affairs
  • Politics

Even though standard audiences are pre-built, they cover a wide variety of current, relative ESG topics such as:

  • Influentials - Individuals who are high turnout voters, likely to follow the news, and actively engage in their community
  • Corporate Responsibility - Individuals who are community influencers and whose consumption choices are impacted by a company's or CEO's stance on hot-button issues
  • Big Tech Persuadables - Individuals who are receptive to both positive and negative messages about technology companies such as Facebook, Google, Amazon, and Twitter
  • Pro Drug Costs Regulation - Individuals who want the government to take action to regulate the price of pharmaceutical drugs and keep the costs affordable
  • Anti Gig Economy Regulation - Individuals who oppose more federal action to regulate the gig economy

We Busted 2 Myths About Time and Budget… Where do you go from here?

Now that you are empowered by the knowledge of knowing you can still strategically target your audience even under time and budget constraints, you may be wondering what’s next?

If you want to see what Standard Audiences are available…

We’ve talked a lot about Standard Audiences, and even mentioned a few, but you may be wondering if one of the 150+ audiences is a good fit for you. View the full list here.

If you have already found an audience that fits your needs…

Maybe you already know of an audience, or two, that meets your needs. To activate your audience now, contact Nate Romberg, Tunnl’s Sr. Director of Partnership Sales, at nromberg@tunnldata.com

If you aren’t sure if Standard Audiences are the right fit for you yet...

The truth is standard audiences are not the best solution for everyone. If you are still unsure about Standard Audiences and if they are a good fit for you, check this out to learn more about the different types of audiences.