Video game maker Ubisoft leveraged Facebook’s audience data to create a video ad campaign to promote its release of Tom Clancy’s Ghost Recon Wildlands in May. The company built audience segments based on Facebook insights, which divide its audience into three key segments – adrenaline-seeking “competitors,” tech-savvy, science-loving “tacticians,” and adventure-loving, wanderlust-having “explorers.” Ubisoft then cut three different trailers for the game with visuals tailored for each segment to appeal to their respective interests.
What Brands Should Do
The video game-maker compared the psychographically targeted videos against a generic trailer for the game and saw significant increases in effectiveness: the tailored video ads raised awareness by 14% among the “competitors” segment while the videos targeting “tacticians” increased purchase intent by 63%. This campaign serves as a good example for brands seeking to leverage the massive amount of consumer data available today and target key audiences in ways beyond simple demographics.
Read original story on: Variety
Backed with new data analysis from Nielsen Buyer Insights and Rentrak Polk Automotive, CBS is now claiming the top spot among TV networks across virtually all consumer product categories. While the broadcaster still insists on the necessity of traditional demographic-based ratings, it is very encouraging to see the usually conservative network recognizing the value in behavioral audience data as well.
In related news, CBS also announced that their OTT service CBS All Access now offers live TV streaming in over 60% of the US markets. As the TV landscape continues to fragment, and with better attribution tools now at their disposal, it is time for all advertisers and marketers to recognize the value of viewers based on how they behave in the marketplace, instead of merely their gender and age.
Read original story on: AdWeek
In a first-of-its-kind data deal between a cable TV provider and a cable network, ESPN is teaming up with Cablevision to combine audience data, taken straight from set-top boxes, with viewing habits and other behavioral data, the premium sports channel announced at its upfront presentation earlier today.
The new deal will help match ESPN impressions with sales data and other relevant information to accurately determine value, demonstrating ROI to advertisers, who will be able to see how long ESPN’s audience spends on a particular sport and the time of day they’re most engaged.
As both companies reportedly expressed interest in making similar deals in the near future, we expect to see more mutually beneficial data-sharing deals between content providers and service providers coming soon.