Tunnl Blog - Page 10

Building an effective advertising campaign takes more than just clever copy and eye-catching design. The most successful campaigns incorporate audience insights, or detailed information on the people most likely to engage with your messaging. Having data that helps you deeply understand your target market — including their values, demographics, and media consumption patterns — informs your outreach strategy with the information needed to create powerful messaging that drives consumers to action. Tunnl’s mission is to provide advertisers with the deep, human insights needed to better connect with their core markets. That’s why we offer hundreds of prebuilt audiences for our clients to leverage against their campaign strategies. But what are Tunnl’s prebuilt audiences, exactly?

Do you know where your target market consumes their TV media? If not, how can you guarantee your TV advertising is effective — and not wasting your valuable resources?

The way people watch TV is rapidly changing. While streaming TV viewership has expanded steadily over the years, the COVID-19 pandemic accelerated the shift into high gear, with the number of worldwide subscriptions to streaming services catapulting to an astonishing 1.1 billion in 2020.

Consumer buying habits are changing. Modern buyers don’t just want to purchase products; they want to use their purchasing power to take a stand on current issues and causes. That means they’re only engaging with brands whose purpose, mission, or vision aligns with their own values.

Political advertisers understand better than most the weight of public opinion, especially in today’s tense social climate. These marketers need to have a constant pulse on public opinion as they wade into challenging societal issues.

Updated August 2023 The court of public opinion tends to respect your right to a speedy trial. Consumers make up their minds - and change them - overnight. They want to work with and buy from brands that share their values, even as those values change. As the marketing world blurs into public affairs with increasing frequency, there's a heightened need to express your organization's values as a means of connecting with consumers. But you'll lose customers if you strike the wrong chord. Some 40% of consumers report losing trust in a brand and opting to use products from its competitors instead. So, if you're relying on issue-based audience data to reach the right people with your paid campaigns (and you should be), you need to be sure you're targeting people who care about your issues right now. When was the last time you checked your data to see if it was still up to date?