Gary Reisman of LEAP on Next Gen Audience-Based Targeting

LEAPamp160is a new type of audience development company one that 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 andamp160in advanced TV planning and buyingamp160LEAPamp160develops amp8220rightbrainamp8221 data that quantifies the level of emotional attachment a consumer has to a brand service or product When modeled with bigdata sets the data creates scaled highly responsive audiences that enable more focused upperfunnel brand consideration and purchaseamp8220Itamp8217s 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 productsquot Reisman saysamp160Todayamp8217s demo behavioral and transactional data simply do not develop audiences amp8220connectedamp8221 to the brandamp8221 he explains noting that the next generation of audiencebased targeting must also add emotionReisman has dedicated his efforts to activating emotional attachment in media amp8220As 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 activationamp8221 he says amp8220For example Walmart may know what drives attachment to their consumers But when they then go to plan and buy media they are stuck using amp8216leftbrainamp8217 behavior and transaction data with some demo overlays amp160attributes that do not leverage the brand equity and connections they have with their consumersamp8221Charlene Weisler amp160What do you mean by quotemotional attachmentquotGary Reismanamp160 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 personamp8217s 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 consumeramp8217s lifetime value to a brand or productCharlene amp160Why is emotional attachment so importantGaryamp160 Itamp8217s not just important it is essentialamp160 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 LEAPamp8217s emotional attachment leads to increased ad attentivenessengagement 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 increaseamp160in sales consumers are up to 25 times more likely to buy and increased media ROICharlene amp160How does LEAPamp160develop their audiencesGaryamp160 LEAPamp160uses a patented data collection technique that tags thousands of individuals with the level of emotional attachment they have to hundreds of brands and media propertiesamp160 Through proper data sharing techniques tagged individuals are matched with big data houses DMPsDSPs then modeled and scaled for insightful strategic planning and audience activationamp160Our data creates three unique audiences thatamp160brands can target Brand Enthusiastamp160Audiences who closely represent those most attached to the brand Brand Conquest Audiences who are moderately attached to the brand or competitive brands and Brand Expansion Audiences who are the least attached and who offer the least amount of returnWe advise advertisers to reallocate their investment dollars to their two most emotionally attached groups amp8211 the Enthusiasts and Conquests amp160When this is done we have seen media ROI increases can be as high as 5075 Brands we have directly worked with have seen significant year on year sales growth amp160We 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 targetingCharlene amp160Please give me an exampleGaryamp160 Every brand has its own business plan and strategic needs So a brand like Pepsi can develop and activate media that targets LEAPamp8217s Pepsi Enthusiasts to drive lowhanging fruit sales Alternatively they can plan and activate the LEAPamp160Pepsi Conquests Audiences to gain more revenue from Pepsi consumers that are in need of a marketing push or Conquest against competitoramp8217s LEAPamp160Conquest audiences to steal share Pepsi is just one example LEAPamp160has developed audiences for over 400 brands across 25 categoriesCharlene amp160Where does LEAPamp160fit in the world of big dataGaryamp160 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 brands need a new approach a new more strategic way to derive enhanced value and insight from that data and most importantly activate true audiencebased targeting in todayamp8217s media marketplaceClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this article are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggersamp160amp160

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Gary Reisman of LEAP on Next Gen Audience-Based Targeting

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