iab mixx research
DESCRIPTION
Another Advertising Week in New York is upon us and so far I have seen some great presentations from companies like Facebook, LinkedIn, Twitter, Quantcast, comScore, and even Yahoo!. However, if there is one thing that is becoming painfully clear to me is the need to be relevant to your audience – whether you are advertising to them, being social with them, or just creating the right kind of conversations about your brand. We often throw this idea around as marketers – “being relevant”, but few people discuss how! I presented at Advertising Week and that is the exact topic I wanted to drill into – How to be relevant by using real-time data about your audience! So to illustrate this, I decided to run a research experiment to show at IAB MIXX. This was research that was exclusive to IAB MIXX, but you can now see below. The idea focused on how I could show the IAB MIXX audience how to target marketers like themselves with real-time data.To do this, I asked our research analysts at Networked Insights to study what marketers talk about. We created a custom audience based on social data from blogs, microblogs, social networks, and forums. We then added to that with web information from Google, comScore, and Quantcast. Together, this information tracked what topics were important to marketers over the last 4 weeks.As a seasoned marketer, I came to the table with my own ideas of what topics marketers discuss, what media they consume, and what popular culture they talk about. The results were different than I thought.It proved to me that even though you think you know your audience, you can never know them well enough! Real-time data can give you incredible Intelligence and can make marketing decisions like sponsorships, product placements, advertising, and content development much easier!TRANSCRIPT
© 2011 Networked Insights1
What Real Time Data can teach you about your audience?
© 2011 Networked Insights2
Who’s got more school spirit?
© 2011 Networked Insights3
Who’s Tops with Males, Moms & Techies?
© 2011 Networked Insights4
What do IAB members talk about?
© 2011 Networked Insights4
© 2011 Networked Insights5
Content you talk about…
© 2011 Networked Insights6
What TV Shows do IAB Marketers like?
© 2011 Networked Insights7
Incorrect!
Dexter 1Glee 2Mad Men 3American Idol 4True Blood 5Fringe 6The Walking Dead 7Chuck 8The Office 9The Voice 10
© 2011 Networked Insights8
What Movies do IAB Marketers like?
© 2011 Networked Insights9
Incorrect!
Harry Potter and the Deathly Hallows Part 2 1Transformers: Dark of the Moon 2Thor 3Captain America: The First Avenger 4Pirates of the Caribbean: On Stranger Tides 5Cars 2 6Rise of the Planet of the Apes 7Fast Five 8Bridesmaids 9The Hangover Part II 10
© 2011 Networked Insights10
What Band does IAB Marketers talk about?
© 2011 Networked Insights11
Incorrect!
Lady Gaga 1Arcade Fire 2Justin Bieber 3Eminem 4Esperanza Spalding 5Katy Perry 6Rihanna 7Train 8Mumford & Sons 9Beyonce 10
© 2011 Networked Insights12
What Celebs do IAB Members talk about?
© 2011 Networked Insights13
Incorrect!
Jennifer Lopez 1Angelina Jolie 2Rihanna 2Brad Pitt 4Jon Hamm 5Jennifer Aniston 6Kim Kardashian 7George Clooney 8Sarah Jessica Parker 9Reese Witherspoon 10
© 2011 Networked Insights14
Coming soon… More detailed report via email and available at NetworkedInsights.com/IAB
Paul Dunay
CMO
Networked Insights
646.545.3888