Spend Smarter, Reach Further: In Uncertain Economic Times, Data Is Your Strategic Compass

By Travis Clinger, Chief Connectivity & Ecosystem Officer and GM, International at LiveRamp

J.P. Morgan Chase recently raised the probability of a U.S. recession within the next 12 months from 40% to 60%, reflecting ongoing economic uncertainty and persistent inflationary pressures. In times like these, every dollar in your marketing budget will come under scrutiny – and the pressure to deliver measurable results across every channel and partner will intensify.

To navigate this environment, data-driven marketing and advertising is no longer a nice-to-have – it’s your strongest competitive advantage. Connected, coordinated experiences, fueled by data, across consumer interactions are essential for driving outcomes.

Optimize to Engage Consumers Everywhere That Matters

Consumers often travel a winding road of touchpoints in their interactions with brands today. It’s a journey that might take them from viewing a CTV ad to engaging with a social post to browsing a brand’s website and engaging with a chat bot and then perhaps to an SMS text message exchange before converting. Coordinating and optimizing each interaction and proving their value can be challenging, even for the most sophisticated marketers. To stay competitive, you need to unlock the full value of your existing partners and channels by using data to:

• Maximize reach and efficiency everywhere your customers are spending their time,

• Ensure measurement and accountability are baked into every activation, and

• Drive performance that tracks back to business outcomes.

Be Bold, Backed by Data: Maximize Reach with Advanced Partners and Strategies

But being prepared doesn’t stop there. Some advertisers are only activating data for targeting across a handful of the largest platforms and publishers. Smart marketers know they must also test and learn – exploring new partners, formats, and channels with precision. That means building a data-driven experimentation framework that lets you:

• Test new partners intelligently without guesswork,

• Scale what works faster, and

• Stay agile and future-ready as market conditions shift.

In short: You can’t afford to go into a downturn blind. The brands best prepared to weather this storm will use data not only to defend your current spend but to uncover opportunities others will miss at every step of the consumer journey.

More Connected, More Resilient: Unlock Agility and Growth with LiveRamp’s Connected Ecosystem

As consumer spending tightens, marketing leaders must facilitate connected experiences wherever consumers choose to spend their time. By tapping into LiveRamp’s powerful and versatile collaboration network of 300+ destinations; brands, agencies, data providers, and media partners can collaborate to unlock the value of data and connect it to people-based inventory to strengthen reach, optimization, and measurability. This network can help you addressably reach people across destinations that make up an astounding 92%+ of people’s engaged time – and it only continues to grow. We’re opening up new opportunities every day for your brand to safely and easily activate the data sources you need to reach consumers through the touchpoints wherever it matters – across traditional and new partners as well as emerging channels like CTV, Audio, Commerce Media, AI, gaming, and more.

Maximize your data’s potential to drive value. Seamlessly enrich and connect audience, conversion, and intent signals for optimization with touchpoint partners, and unify various data sources to derive insights that drive more efficient, productive campaigns and engagement. Ultimately, these capabilities lead to better, more relevant experiences for consumers and more predictable, sustainable outcomes for our clients and partners.

Our data collaboration network helps you deliver the business outcomes to drive your business forward. We’ve curated a list of the Top Destinations beyond programmatic based upon existing advertiser use and our expertise that we believe all of our advertiser clients should be activating consumer data to power connected experiences and maximize media ROI. If you are a LiveRamp activation client, these opportunities are already at your fingertips. Your LiveRamp team can help you activate them as a part of your media plan today.