Creating unfair advantage via personalization at scale.
Our pillars are performance, efficiency, brand safety and transparency. We begin by building a thorough understanding of a brand’s ideal customer. This is informed through our data management platform (DMP) that is populated with proprietary data and other sources on existing and prospective customers including device ID, cookies, purchase history, brand affinity, social sharing, demographic and campaign data. Our DMP data is also combined with forward looking research from sources like Forrester, MRI, and Nielsen and shopper trends from our relationships with top retailers to deliver unparalleled insights. With this information, we create robust audience personas that tell us what kind of messaging to deliver, when, and on what device.
Through our DMP, we are also able to suppress delivering media to customers who have already activated, maximizing the efficiency for our clients and minimizing waste.
To better understand their audience, brands need to go beyond developing an audience strategy; they need an identity strategy. This includes an understanding of who their customers are at a device and cookie level, enabling brands to utilize true cross-device targeting and achieving even greater personalization. Our proprietary technology allows us to collect and act on this information seamlessly, giving brands the ability to send personalized experiences across all devices, channels and content types. With the ability to collect device IDs from relevant users, our technology can also be used to begin populating 1st party databases for brands through our geo-fenced mobile targeting, allowing brands to scale quickly and affordably.
While technology has revolutionized the way media is planned, bought and managed, it has also disrupted the role of the media planner. We’ve modernized the role by allowing them to focus on the business value they’re providing for clients through holistic channel expertise, strategic insights, and a deep understanding of today’s data ecosystem. Our fully transparent cost model takes uncertainty out of today’s media supply chain by clearly outlining working media, technology costs, and agency fees.
We’ve partnered with TomTom to launch their new line of fitness wearables. We created a holistic integrated marketing plan inclusive of premium partnerships with leading fitness cohorts, influencer marketing, programmatic, paid social and paid search. We also leveraged our Advantage Media MomentAware?? technology (see Programmatic capabilities) to develop a retailer specific initiative where we utilized digital media to drive consumers into brick and mortar stores where TomTom had shelf space.
Mission Foods relied on our media strategy to help them target a new audience segment, Transitional Millennials. Using first party research, we defined their behavioral attributes and media consumption habits, developing a strategy that built brand awareness and drove consumers to grocery stores to purchase. Our plan was built to scale nationally and included programmatic display on mobile and desktop, paid social, and influencer tactics.