Raising Advertiser Value through Custom Audience Targeting
Background
Traditional TV broadcasters, navigating the data-driven landscape, faced a unique challenge: effectively conveying the newfound value of their data and targeting capabilities to advertisers. A national broadcaster found themselves grappling with this very predicament as they embarked on enhancing their custom audience targeting capabilities. The opportunity lay in proving the tangible value of these capabilities to advertisers, creating a pivotal connection between technology and advertising impact.
Opportunity
The challenge presented a unique opportunity: demonstrating the impact of custom audience targeting on ad effectiveness. By providing evidence of the enhanced value brought to advertisers, the broadcaster could unlock newfound trust and collaboration.
Approach
The broadcaster partnered with Brainsights to intricately decode the value of their custom audience targeting capabilities. Here's an insight into their strategic journey:
Audience Replication: Brainsights seamlessly replicated the broadcaster's custom audience segment within their community, ensuring a perfect match for precise evaluation.
Segment Engagement Evaluation: The targeted audience, along with a control group, was enlisted to view pertinent TV programming while their unconscious responses were meticulously gauged. This method provided a comprehensive understanding of audience engagement.
Focused Advertising Selection: Among a multitude of ads spanning different sectors, the spotlight was cast on food and grocery ads. This strategic selection aligned with the target audience's composition and value proposition, delivering pertinent insights.
Neurological Response Analysis: The response of the custom target audience was compared against the control group. A deep analysis uncovered the unconscious drivers - Attention, Emotional Connection, and Encoding to Memory - behind audience engagement with the various ads.
Results
The insights gleaned were profound and actionable:
Impact Enhancement: Brainsights' analysis revealed remarkable double-digit percentage surges in attention, emotional connection, and encoding to memory among the custom target audience. This illumination showcased the potential for food and grocery advertisers to amplify the impact of their advertising within this custom segment.
Sales Empowerment: Armed with these insights, Brainsights consultants created impactful sales collateral. This treasure trove of evidence empowered the broadcaster to effectively present, sell, and expand their custom audience data solution.
Conclusion
The case of the national broadcaster's custom audience targeting journey is a testament to the symbiotic potential of data-driven advertising. By tangibly showcasing the enhanced engagement and impact within the custom segment, the broadcaster not only enhanced their advertiser relationships but also fortified their market position. This case illuminates the power of evidence-backed insights in bridging the gap between technology and advertising, creating a foundation for meaningful collaborations and results-driven partnerships.
