fullthrottle.ai has launched Last Mile Audiences, a new capability that turns engagement from paid search and social campaigns into addressable household audiences marketers can reach through additional media channels.
The technology allows marketers to identify households that have interacted with supported paid media signals but have not necessarily converted.
Those households can then be activated across connected television, online video, audio, and direct mail within the fullthrottle.ai platform.
The company is positioning the product as a way to extend the value of existing search and social spending rather than requiring advertisers to rebuild audiences separately for each additional channel.
Paid search and social platforms can generate strong indicators of consumer intent, but users who click on or interact with an advertisement may not be ready to make a purchase immediately.
Last Mile Audiences is designed to preserve that signal beyond the original platform and continue reaching those consumers through other channels.
The audiences are automatically surfaced within the fullthrottle.ai Audience Library and can also be recommended by the company’s AI Media Agent while marketers build campaigns.
fullthrottle.ai is also introducing rolling household windows organized around recency of activity.
Households can be segmented into 0 to 30 days, 31 to 60 days, 61 to 90 days and 91 to 120 days since their most recent qualifying engagement.
Marketers can select or combine these windows based on typical purchase cycles and adjust media strategy or messaging to reflect how recently a household demonstrated interest.
Last Mile Audiences is available now through the fullthrottle.ai platform.
KEY QUOTES:
“Search and social are incredibly effective at generating intent, but a click or engagement doesn’t necessarily mean someone is ready to buy at that moment. Last Mile Audiences give marketers a way to capitalize on the investment they’ve already made by identifying those engaged households and continuing the conversation across additional channels. Instead of starting over with a new audience, marketers can use that existing intent to help move consumers closer to conversion.”
Amol Waishampayan, Co-Founder of fullthrottle.ai
