Tag: big data

How Ubisoft Used Psychographic Targeting To Drive Its Facebook Video Campaign

Posted on by Lab Team

What Happened
Video game maker Ubisoft leveraged Facebook’s audience data to create a video ad campaign to promote its release of Tom Clancy’s Ghost Recon Wildlands in May. The company built audience segments based on Facebook insights, which divide its audience into three key segments – adrenaline-seeking “competitors,” tech-savvy, science-loving “tacticians,” and adventure-loving, wanderlust-having “explorers.” Ubisoft then cut three different trailers for the game with visuals tailored for each segment to appeal to their respective interests.

What Brands Should Do
The video game-maker compared the psychographically targeted videos against a generic trailer for the game and saw significant increases in effectiveness: the tailored video ads raised awareness by 14% among the “competitors” segment while the videos targeting “tacticians” increased purchase intent by 63%. This campaign serves as a good example for brands seeking to leverage the massive amount of consumer data available today and target key audiences in ways beyond simple demographics.

 

Source: AdWeek

Yogurt Brand Actimel Targets People In “Miserable” Moments

Posted on by Lab Team

What Happened
Yogurt brand Actimel is using context-based targeting to offer people a little pep talk when they need it the most. As part of its #StayStrong campaign, the company is using multiple ways to target users who express dissatisfaction and frustration in real time across social media, digital out-of-home, and TV. For example, the brand is serving people who are stuck in traffic with ads with positive messaging via popular navigation app Waze, targeting drivers who been stationary for a while.

What Brands Need To Do
This Actimel campaign serves as an example of how brands can leverage contextual targeting to reach customers at key moments to make an emotional connection with tailored messaging. More brands can benefit from this type of real-time micro-targeting and reach customers in moments that truly matter.

 

Source: Digiday

Chevy Taps IBM’s Watson For New “Fueling Possibilities” Campaign

Posted on by Lab Team

What Happened
Chevrolet has found an innovative way to integrate IBM’s cognitive cloud service Watson into its new ad campaign called “Fueling Possibilities.” The campaign leverages Watson’s cognitive power to offer people “positivity tests,” which assess how positive and upbeat their posts on Twitter and Facebook are and assign positivity scores accordingly.

So far, Chevrolet has set up so-called “positivity pumps” at gas stations in Buenos Aires, Cape Town, and New Orleans to engage consumers, who are encouraged to input their social media account names and receive free gas based on their positivity scores. Chevrolet’s parent company, GM, said that it is working to bring them to gas stations around the world for the rest of the year. The auto brand also created a website where interested consumers can check their positivity scores online.

What Brands Need To Do
This Chevrolet campaign showcases an interesting example of harnessing social media data for sentiment analysis and bringing some personalization into a marketing campaign. As cognitive cloud services like Watson mature and become more widely available, brands should consider experimenting with this type of analytical tool in order to learn more about their customers and devise new ways to engage with consumers.  

 

Source: ARSTechnica

Header image courtesy of ChevroletCanada’s YouTube Video

Placed Is Exchanging Frequent Flyer Miles For Location Data

Posted on by Lab Team

What Happened
Location data analytics firm Placed launched an app called Frequent Flyer that aims to help it acquire more consumer location data by offering users frequent flyer miles in exchange. By opting in to allowing Placed to collect location data, users can rack up frequent flyer miles for four major U.S. airlines. Placed is hoping the app will bring in some extra consumers to improve its in-store attribution accuracy.

What Brands Need To Do
With consumer data being the fuel that powers ad targeting, campaign measurement, and, in Placed’s case, offline attribution, advertisers and brands are constantly trying new ways to acquire consumer data either by themselves or via partnerships. As consumers become increasingly aware of the value of their data and related privacy concerns, brands and advertisers will need to work harder to get the user data they need. For brands, this means finding new ways to add value to their services so as to get people to volunteer their data and to provide consumers with extra utility, convenience, and personalization enabled by their data.

 

Source: GeoMarketing

Mastercard Taps PlaceIQ For Offline Attribution

Posted on by Lab Team

What Happened
Mastercard is teaming up with location intelligence firm PlaceIQ to offer brand marketers valuable consumer insights by combining purchase data with consumer behavior in the physical world. The partnership aims to combine Mastercard Audiences data with PlaceIQ’s proprietary location data and targeting tools to help retailers and businesses link what people buy to where they go in order to better understand their customers. The data from both parties will be anonymized and used to create segments that retailers and brand marketers can buy against to improve their ad targeting.

What Brands Need To Do
Offline tracking and attribution appear to be a hot trend in digital advertising right now as major players such as Facebook, Snapchat, and Foursquare all recently released their own offline attribution tools to court advertisers. By bringing purchase data from Mastercard into its ad platform, PlaceIQ is offering brand marketers a new targeting opportunity to reach their desired customers. While still a relatively new practice, offline attribution has quickly become a crucial part of digital ad measurement, especially for retailers and CPG brands. Therefore, brands should take a data-driven approach towards their digital marketing efforts and take note of the new tools as they become available.

 

Source: AdExchanger

Viacom Partners With AmEx To Forecast Purchase Intent

Posted on by Lab Team

What Happened
Viacom has teamed up with American Express to launch a new ad product called Vantage Intent, designed to help marketers forecast purchase intent and reach the right audiences across platforms. It allows Viacom clients to tap into AmEx’s over $1 trillion of transaction data to create predictive audience segments that match AmEx’s data with Viacom’s viewership data, all based on anonymized forecasts and models to protect AmEx customers’ privacy.

Why Brands Should Care
Viacom has been making a conscientious effort in courting data partners in order to improve its ad products. Earlier this year, the media conglomerate reached a new multi-year deal with comScore for better cross-platform measurement, and later partnered with Roku to offer advertisers valuable data on the streaming audience. As Viacom continues to improve its ad offerings, brands should take advantage of the new tools available to devise and run more effective, data-driven campaigns.

 

Source:  Ad Exchanger

Instagram To Offer Marketers Detailed Analysis On Followers And Posts

Posted on by Lab Team

What Happened
Instagram continues to make its platform more brand-friendly, now offering brand marketers more detailed analytics beyond “likes” and number of followers. The photo- and video-sharing social network has started testing a new analytics product called Insights that dives into granular details of followers and posts. Follower data includes a demographic breakdown by age, gender, and location, as well as follower activity by hour, and Top Posts will sort all posts published within a week or a month by impressions to let social marketers easily identify the best-performing posts of that time period.

What Brands Need To Do
By introducing detailed analytics to its platform, Instagram allows brand marketers to better understand their audience and to learn how to engage with them more effectively based on the data. If your brand is on Instagram, you should definitely explore the data analytics when it becomes available to gain some insights that can help improve your brand’s social strategy.  

Source: Marketing Land

Viacom Puts Data Front And Center Amid Upfront Talks

Posted on by Lab Team

What Happened
Viacom, owner of cable channels including Comedy Central, Nickelodeon, and MTV, claims that 80% of its upfront deals this year will offer marketers access to its audience data in some way. Aiming to make that data a central part of its upfront deals to appeal to marketers, Viacom says it is rolling out five new products designed to simplify and expand the reach of buying target audiences, allowing ad-buyers to automate targeting based on buying intent and more granular data points. For example, Vantage Instant Audience enables marketers to tap into audience segments already identified by Viacom, while another product, Vantage Target Discover, aims to help marketers find potential customers through Viacom’s behavioral data.

What Brands Need To Do
As more and more brand advertisers start to look beyond basic demographic information, audience data is essential for advertisers seeking to identify and reach their target their audience in the increasingly fractionalized media space. Similarly to Viacom, NBCUniversal also launched new targeting tools last month to help marketers tap into its audience database and target them across multiple platforms. As more audience data becomes available, TV advertisers should take advantage of the new targeting tools that the networks are offering and leverage them to create and implement more effective brand campaigns.

 

Source: AdWeek

Pharma Brands Can Now Target Households With Mobile Ads

Posted on by Lab Team

What Happened
Mobile ad firm 4INFO is teaming up with healthcare marketing analytics provider Crossix to help pharma brands more effectively deliver and measure their mobile ads. With this new partnership, healthcare marketers can now combine Crossix’s predictive data models and 4INFO’s ability to target mobile ads on a household level to identify and engage with relevant health consumers on their mobile devices.

Crossix developed the data models by using third party data such as over-the-counter drug purchases using loyalty cards, medical claims data indicating a doctor visit, and information from retail pharmacies showing prescription refills. No actual medical data that would identify an individual as having a specific disease or condition was used in the process, according to the company.

What Pharma Brands Need To Do
Due to HIPAA rules that prohibit the use of personal health information for media targeting purposes, pharma marketers have long struggled with the challenge of reaching their target audiences. However, since the data models developed by Crossix do not involve an individual’s actual health data for media targeting purposes, this partnership may have opened the doors for pharma brands to enjoy the ad targeting perks that others have been enjoying for a while. With the growth in mobile usage and advances in ad tech, pharma brands looking to improve their ad effectiveness can consider using the new ad products those two companies now offer.

 

Source: AdAge

Turner Enlists IBM’s Watson For Ad Insights

Posted on by Lab Team

What Happened
In an industry first, Turner Broadcasting, owners of cable networks such as TBS, TNT, CNN, and HLN, has enlisted IBM’s Watson, the cognitive computing service, to help support its ad sales efforts. With Watson’s data-crunching power, Turner will offer marketers automated recommendations on optimizing TV campaigns, based on a wide range of data sources including Turner’s in-house data on its advertisers, publicly available and purchased data sets, news and analyst reports, social media posts, and more.

What Brands Need To Do
This marks the latest example in brands and media owners partnering with IBM to tap into Watson’s computing power. Previously, Under Armour used Watson to help it analyze user data to generate fitness and health suggestions, while Kia used it to find the right social influencers for its Super Bowl campaign this year. Last May, Facebook signed a similar deal with IBM to get some help from Watson to boost its ad targeting capability. As data analysis becomes an increasingly crucial part of the ad business, we expect to see more media owners and brand advertisers to enlist outside services like Watson for better market insights and ad effectiveness.

 

Source: Wall Street Journal