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Modern media agencies have evolved to prioritize agility and continuous optimization in their campaign strategies. Once a campaign is launched, the emphasis shifts to real-time measurement, learning, and adjustment. This involves reallocating budgets from underperforming channels to higher-performing ones, refining partner selections, and fine-tuning ad timing and placement — all with the goal of maximizing the campaign’s effectiveness and ensuring the budget delivers the desired outcomes.
However, one area of campaign execution has remained somewhat static: the audience. Despite heavy optimization in areas like channel selection, budget allocation, and partner choices, the audience definition tends to remain largely unchanged throughout the lifecycle of a campaign. The audience profile that is defined at the start of a campaign is rarely tested or optimized in the same way as other elements, such as media channels.
This leads to a natural question: Why hasn’t audience experimentation caught up with other aspects of campaign optimization?
There are two primary reasons for the stagnation in audience experimentation:
Moreover, agencies often face a knowledge gap regarding which data elements are most predictive of a high-quality audience. While agencies use a wide variety of data sources to build audience profiles, not all data is of equal quality. The lack of clarity about which data elements yield the best results for audience targeting further complicates experimentation.
This is where Akkio comes in. Akkio offers a solution that helps agencies break through these barriers and embrace a truly dynamic and experimental mindset when it comes to audience targeting. What makes Akkio stand out is its ability to democratize audience building, making it faster, easier, and more accessible for agencies to experiment with different audience definitions.
Akkio is an AI-powered platform designed to streamline the process of audience creation, allowing media agencies to build, test, and optimize audiences at scale. By using AI to automate the process of audience segmentation and analysis, Akkio enables media planners to dynamically adjust their audiences throughout a campaign. This not only accelerates the pace of experimentation, but also ensures that audience definitions can evolve in response to real-time campaign data.
Akkio’s AI-driven platform allows agencies to tap into the power of automation and machine learning, providing a faster, more efficient way to manage audience creation and optimization. Here’s how it works:
Akkio’s platform isn’t just about making audience creation faster; it also empowers agencies to better understand the quality of their data. With AI and machine learning, agencies can explore a wider variety of data sources, from social listening and consumer purchase patterns to first-party data, and assess which elements are most predictive of audience success.
The platform’s flexibility enables agencies to rapidly experiment with new data sets, try out different combinations, and gain a deeper understanding of which data points matter most. This opens up new opportunities to experiment and test data in innovative ways, helping agencies stay ahead of trends and optimize their campaigns with precision.
To fully unlock the potential of AI-driven audience experimentation, agencies will need to embrace a new mindset. Agencies must recognize that audience optimization is just as critical as channel optimization and that measurement frameworks will need to expand to incorporate the impact of audience changes on campaign performance. This means thinking beyond simple budget shifts and starting to track the ROI of different audience definitions in real-time.
As agencies shift towards a more experimental, data-driven approach to audience building, they will also find that they are better equipped to handle data negotiations with clients. With the ability to test the real-world value of data elements quickly, agencies can move beyond traditional volume-based pricing models and create more dynamic, performance-based conversations with data vendors.
AI-powered tools like Akkio help agencies overcome the traditional barriers to audience experimentation. By streamlining audience creation, democratizing access to data, and enabling rapid experimentation, Akkio opens up new opportunities for agencies to optimize their campaigns in real time.
As agencies embrace a more experimental mindset and expand their measurement frameworks, they will be able to deliver even more targeted, effective campaigns that align perfectly with their clients' business objectives. This new era of audience experimentation isn’t just about optimizing media — it’s about optimizing the audience itself.
To learn more about smarter audience building and to see Akkio’s audience capabilities in action, check out our recent session from 4A’s Afternoon of Analytics & Reporting.