The media industry’s transition into more data driven
solutions enables us to get closer to a highly valuable consumer target. Data ubiquity and modeling capabilities have
definitely changed the landscape. That
said, Gary Reisman believes a new approach that adds consumer Emotional
Attachment into the process can significantly improve Audience Based targeting
– both in the quality of the audiences targeted and ROI resulting from media
investments toward those audiences.
Reisman’s company, LEAP Media Investments, is a new type of
Audience Development Company. The
company has conceived a way to activate audiences who are intrinsically
connected with specific brands and who can be activated in online, social and
mobile media and, in advanced-TV planning and buying.
A patented process,
10 years in the making, LEAP develops “right-brain” data that quantifies the
level of emotional attachment a consumer has to a brand, service or
product. The data, when modeled with
big-data sets creates scaled, highly responsive audiences that enable more
focused upper-funnel brand consideration and purchase.
“It’s widely known that over 75% of our purchase decisions
are made based on emotion – meaning the bonds and relationships we have with
brands and products yields relevance and meaning that drive us to engage and
purchase brands and products. Today’s
demo, behavioral and transactional data simply do not develop audiences
“connected” to the brand” Reisman explains. The next generation of audience-based
targeting must also add emotion.
Reisman has dedicated his efforts to activating emotional
attachment in media. “As a marketer, I saw a huge gap between the brand insight
used for strategic positioning and creative development and the less insightful
data used for media activation,” he explained. “For example, Walmart may know
what drives attachment to their consumers. But when they then go to plan and
buy media, they are stuck using ‘left-brain’ behavior and transaction data with
some demo overlays – attributes that do
not leverage the brand equity and connections they have with their consumers,”
he concluded.
Charlene Weisler:
What do you mean by Emotional Attachment?
Gary Reisman: We define emotional attachment as the
quantified value of the visceral brand connection a person has to a particular
brand. Essentially it is their unwillingness to give up the brand. When
quantified, this attachment translates to a person’s level of desire to engage,
use or buy the brand or product and it correlates or equates to their brand
share, revenue contribution and profitability. It is also a quotient that
defines a consumer’s lifetime value to a brand or product.
Charlene Weisler: Why
is emotional attachment so important?
Gary Reisman: It’s not just important, it is essential. We have found that building audiences with
increased levels of emotional attachment provide many benefits. Based on case
studies, we have found that activating media based on LEAP’s emotional
attachment leads to increased ad attentiveness/engagement (consumers are +50%
more attentive to the ad message), increased brand advocacy, sharing and
potential viral activity (consumers are +43% more likely to share brand
messaging across their social channels) plus an increases in sales (consumers
are up to 2.5 times more likely to buy) and increased media ROI.
Charlene Weisler: How
does LEAP develop their Audiences?
Gary Reisman: LEAP uses a patented data collection technique
that tags thousands of individuals with the level of emotional attachment they
have to hundreds of brands and media properties. Through proper data sharing techniques,
tagged individuals are matched with big data houses (DMP’s/DSP’s), then modeled
and scaled for insightful strategic planning and audience activation
Our data creates three unique audiences that brands can
target – Brand Enthusiasts Audiences – who closely represent those most
attached to the brand; Brand Conquest Audiences, those who are moderately
attached to your brand or competitive brands, and Brand Expansion Audiences who
are the least attached and who offer the least amount of return.
We advise advertisers to reallocate their investment dollars
to their two most emotionally attached groups – the Enthusiasts and Conquests. When this is done, we have seen media ROI increases
can be as high as 50-75%. Brands we have directly worked with have seen significant
year on year sales growth.
We are also enabling a fusion with Nielsen data so the
results can be stewarded through sales contract systems. Our data can also be
incorporated into DMPs for planning and DSPs for advanced television online,
social and mobile targeting.
Charlene Weisler: So
give me an example.
Gary Reisman: Every brand has its own business plan and
strategic needs. So a brand like Pepsi can develop and activate media that
targets LEAP’s Pepsi Enthusiasts to drive low-hanging fruit sales.
Alternatively they can plan and activate the LEAP Pepsi Conquests Audiences to
gain more revenue from Pepsi consumers that are in need of a marketing push or
Conquest against competitor’s LEAP Conquest audiences to steal share. Of course
Pepsi is just one example; LEAP has developed audiences for over 400 brands
across 25 categories
Charlene Weisler: Where
does LEAP fit in the world of big data?
Gary Reisman: There is simply too much data and it is
creating complexity, chaos and additional expense for brands. Also, everyone
generally has the same data and is doing the same thing with data. To have a
competitive advantage, you need a new approach; a new, more strategic, way to
derive enhanced value and insight from that data and most importantly, activate
true Audience-Based Targeting in today’s media marketplace. Overlaying LEAP data provides a powerful,
proven lens on the data – determining which data is more important that other
data and modeling audiences predicted to engage with the brand.
This article first appeared in Media Village.
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