How Brij supercharges customer acquisition with Meta Ads & Meta Omni Ads

Meta’s new Omni Ads product is a massive breakthrough for brands that want to use signals from both online and offline transactions together in one campaign. And with Brij, consumer brands can supercharge their acquisition efforts on Meta, thanks to the rich customer data they collect through custom Brij experiences. 

Here’s how it works. 

THE CHALLENGE

Meta’s ads platform is really good at doing what marketers tell it to do. It optimizes campaigns based on the customer data it’s been provided, but until recently, that data covered only transactions happening directly on a brand’s site. That means omnichannel brands don’t have  the ability to learn about their customers who buy offline. The customers buying from Amazon, Walmart.com or in brick-and-mortar stores are anonymous, meaning brands can’t effectively target them on Meta. 

Marketers might have thought they had exhausted their potential audience because they had stopped seeing success with their usual D2C strategies. In reality, their reach might have been stagnating because they weren’t giving Meta access to the full spectrum of their customer base.  

In April, Meta launched Omni Ads, a new product that allows brands to optimize for online and in-store sales in the same campaign. Brands can also use Omni Ads to inform shoppers about nearby brick-and-mortar stores that sell their products. Omni Ads gives brands the ability to reach a bigger slice of customers beyond D2C, closing the gap for brands selling on multiple channels. Marketers can now give Meta a more complete picture of who’s buying their products and where they’re doing it. 

THE BRIJ SOLUTION

Brij helps brands to collect that all-important first- and zero-party data about customers shopping across channels — even the non-owned ones. Brij experiences give brands a chance to collect data like customer email addresses and phone numbers through sweepstakes, product registrations, warranty activations, and more. That means those anonymous shoppers aren’t so anonymous anymore.

With Meta Ads + Brij, brands can target potential customers using data from all of the channels where they sell. For example, if a customer registers a product or engages post-purchase, Brij can send that data back to Meta as a “purchase event”, informing Meta about those retail purchasers, just like you would do when a D2C purchase occurs.

When creating a new campaign, marketers can feed Meta more information about these omnichannel purchases and use it to reach even more customers. And their in-platform analytics will paint a more complete picture beyond D2C, leading to improved ad metrics like ROAS. 

Let’s say 50% of your purchases occur on Non D2C channels. Depending on the success of your Brij CTAs, Sending Brij conversion data could improve your data capture from 10 to 20%. This data is of particularly high value because it represents a demographic you don’t have access to in your D2C operations, and therefore, Meta doesn’t know about.

The key benefits of this opportunity include: 

• Providing more certainty for which ads are affecting retail purchase decisions, allowing growth marketers to double down on their best ads
• Informing new retail audiences based on actual retail shoppers

This data doesn't just help improve metrics, it also helps Meta optimize, sending you buyers who have the highest likelihood to buy, and expands your reach

Brij delivers the data that omnichannel brands need to truly get the most out of platforms like Meta.