Whether your brand is just getting off the ground or is well established, one thing never changes: You should always be on the lookout for ways to reach new customers. Your top of funnel marketing is extremely important for the long term health of your marketing campaigns,and for the health of your brand. Without the traffic driven by awareness marketing, you would have no data to fuel the building of your LAL audiences or your retargeting campaigns. 

Still, finding new ways to connect with customers can be a challenge - even for those well-established brands. That’s why FieldTest has rolled out several new awareness products, to make sure that you have the tools to scale your brand no matter how established it may be.

Today we’re going to go through the new suite of awareness products that FieldTest is offering and how you can put them to use to supercharge your to of funnel marketing. Let’s get started! 

1: OTT and CTV placements

We’ve talked about our CTV and OTT ad placements in the past, and the efficacy only continues to grow! More and more people are moving to streaming as their primary way to consume entertainment, and ad-supported free streaming services are becoming more popular every single day. In fact, viewership of ad-supported content accounted for 57% of year over year growth in 2019. The Trade Desk reports that it reached over 80 million households in 2020 and that spending in this sector is up 100% from first quarter last year. This offers a clear opportunity to get your brand in front of highly engaged consumers in a format that will grab their attention and leave a lasting impression. 

Many customers still view television commercials mostly as a venue for blue chip and Fortune 500 companies (ie. automotive, large CPG clients, financial institutions); we allow you to plant your brands flag in this space without spending a six figure budget on a television ad buy. FieldTest Connected TV gives you access to all the premium channels you could ever want including AMC, Bravo, Comedy Central, ESPN, FX, Fox Sports, History Channel, NBC amongst others, affordably and effectively. All the usual targeting options you have come to expect from FieldTest are here, along with cross device targeting, meaning if we’ve connected with new customers in a desktop / mobile phone environment, we can leverage the portion of that audience that also has access to streaming media to get in front of them there as well.

Video buying offers a powerful way to connect meaningfully with your new customers in a medium where you still have the opportunity to get in early ahead of the competition.

2: Email Onboarding

Many newer brands will run into the same problem when first getting their footing: You have a great product and a great website, but very little web traffic. Too many brands throw their hands up at this challenge and give up, or move on to poorer performing “retail advertising” platforms  such as Facebook. It doesn’t have to come to this!

One of the simplest ways to boost your upper funnel campaign performance is to upload your email lists and use them to seed new campaigns. FieldTest has unlocked the ability to turn your CSV file containing your customer emails, newsletter signups, or even purchased email lists, and use them to help build your early LAL and retargeting audiences. This provides a hack for people who may have run a successful brand in the past and are need a boost getting a new project up to speed, or for brands who have had some sales in the past but have yet to dip into the world of digital advertising.

To get started simply email your FieldTest representative and ask them just how you can put your existing email lists to work in your digital marketing.

3: Premium First party segments

We’ve gone through two of the most exciting ways to supercharge your top of funnel marketing, but we’ve saved one of the best for last. The best part about it? You can use it straight from the FieldTest Ad Platform.

That’s right, we’re talking about our new Premium First Party Data Segments!

We talked a couple weeks ago about the best ways to put our new premium CBD audiences to work but those are just the tip of the iceberg! In the coming months we’ll begin releasing a series of non-CBD Premium First Party Data Segments, opening up new avenues of customer connection for brands at any stage or scale. By putting these powerful audience segments into use you will boost your top of funnel reach and begin building your site traffic, which is vital to continued success.

Why wait to boost your top of funnel performance?

The top of your sales funnel is the foundation for all your down-funnel success. It is where all your web traffic begins and where your future marketing success takes root. At FieldTest it’s important to us that our clients to feel confident in their ability to reach the customers who are most interested in their products. We will continue to ensure that our clients have access to the most powerful marketing tools available, and that you are able to effectively put them to use in order to promote your products and scale your brand.

Sign up today or get in touch to find out how to get started