|
How Brands Use DriverTags™
|
With its validated DriverTag™ technology RMT is providing client brands with an answer to John Wanamaker’s famous quote “I know half the money I spend on advertising is wasted, but I can never find out which half.”
For decades advertisers and agencies have employed the traditional audience targeting techniques of gender/age to identify advertising campaign targets. However, these techniques fail to exclude consumers who are unlikely to ever become a brand buyer, while simultaneously eliminating millions of potential purchasers based upon their gender and age. These techniques fail to consider creative impacts and their ability to extend beyond awareness and reach the “hearts and minds” of potential buyers.
For decades advertisers and agencies have employed the traditional audience targeting techniques of gender/age to identify advertising campaign targets. However, these techniques fail to exclude consumers who are unlikely to ever become a brand buyer, while simultaneously eliminating millions of potential purchasers based upon their gender and age. These techniques fail to consider creative impacts and their ability to extend beyond awareness and reach the “hearts and minds” of potential buyers.
Where on the chart below is the targeting practice used for your brand in advertising campaign planning?
Adding DriverTag™ contextual targeting (i.e. when and where ad appears) and psychological targeting (i.e. ad message appeal to specific consumer) to traditional gender/age targeting in campaign planning and activation is a proven method of eliminating waste and improving brand sales.
In an independent study a RMT client engaged Nielsen Catalina to determine if DriverTags™ improve brand sales outcomes, aligning brand creative to consumer hearts and minds. Nielsen Catalina reported a brand sales lift of +36% on average from the use of RMT DriverTag™ in campaign targeting.
This same magnitude of result has been replicated by media agency Wieden+Kennedy, resulting in a +33% ROI increase for one of their brands. Similarly, advertisers and TV networks are using RMT DriverTags™ for campaign planning, activation and post-evaluation.
DriverTags™ are used to:
In an independent study a RMT client engaged Nielsen Catalina to determine if DriverTags™ improve brand sales outcomes, aligning brand creative to consumer hearts and minds. Nielsen Catalina reported a brand sales lift of +36% on average from the use of RMT DriverTag™ in campaign targeting.
This same magnitude of result has been replicated by media agency Wieden+Kennedy, resulting in a +33% ROI increase for one of their brands. Similarly, advertisers and TV networks are using RMT DriverTags™ for campaign planning, activation and post-evaluation.
DriverTags™ are used to:
- Enhance census-level demographic targets for digital and advanced TV targeting (e.g. Addressable TV, Connected TV, programmatic, et al)
- Matching can be based upon a direct match of the brand ad DriverTag™ profile to the DT profile of the individual or indirectly, by matching the brand ad to the programs the consumers view, as well as the websites they visit or YouTube channels they view
- Include brand growth target definition by reaching current non brand purchasers that are psychologically matched to brand’s current ad
- Exclude from the brand target audience definition those consumers that have a DriverTag™ profile unmatched to the brand ad and therefore unlikely to be engaged by the specific brand ad