Tunnl Blog - Page 6

Environmental, Social, and Governance (ESG) awareness is surging. Legislators and consumers alike are weighing the impact of their investments, purchases, partnerships, and patronage with organizations based on how environmentally and socially conscious those organizations are. But how is that heightened interest advancing or impeding our national trajectory?

Digital does not rule the ad world. Direct mail campaigns using letter-sized envelopes generated a 112% return on investment, according to the 2022 Response Rate Report released by the Association of National Advertisers. Meanwhile, peer-to-peer texting campaigns have higher open rates than email campaigns and boast impressive ROI.

You know that song you hear everywhere? It’s on the radio during your commute. Your friends are humming it when you’re out to dinner. It’s the new it-song on social media. It’s an inescapable earworm that’s suddenly stuck in your head and all you can think about. After a while, you know every word, and you’re singing along. That sensation is possible with your political and issue advocacy message, too - if you can get the right people buzzing about it. Tunnl and Applecart, two leading audience intelligence platforms connecting you to the nation’s most influential audiences, have mastered the art of making your message top of mind for voters, consumers, and decision-makers. But which solution is the best option for your targeted legislative campaigns? Both tools have their perks, but they take very different approaches to audience identification and influence. Tunnl isn’t for everyone, nor is Applecart, and you deserve all the details to make an informed decision aligned with your unique campaign needs. We’ll walk you through the pros and cons of both audience intelligence tools so you can pick the approach for you.

The cannabis market is getting crowded, and ad space is particularly saturated during the month of April. And it's no surprise why: Recreational marijuana is legal in 21 states, plus Guam and Washington, D.C. It’s entirely legal for medical use in 38 states, with a few more locations allowing CBD oil. And the U.S. marijuana industry is valued at $13.2 billion. The tides are changing, and Tunnl’s keeping tabs on how individuals feel about marijuana. With several surveys that poll thousands of voters and consumers, we maintain billions of rows of data on pressing issues that are always up-to-date to inform our prebuilt audiences and Premier Audience Suite. And we have three marijuana audiences to help you cut through the competition and connect with your audience instead of burning your ad dollars.

Cable advertising is painted as the cost-effective cousin to broadcast ads, giving it a timely appeal as marketing budgets shrink. But there’s a way to save even more and expand the power of your cable ad budget if you know where to source the right audience data. Tunnl enables TV advertisers to achieve up to an extra 25% efficiency on their ad spend through data-backed placements and audience insights. One secret weapon we add to your arsenal is Cable Ranker, which helps you understand where audiences tune in when they turn on the tube. What is it? Why and how does it work? All will be explained, with context on the current cable landscape for good measure, so you’ll be ready to optimize your cable campaigns to reach the right audience.

Only 24% of marketers can tell you which social causes their target audience cares about, and less than half of the marketers HubSpot surveyed could tell you about their audience’s hobbies, interests, or behaviors. How are you supposed to target an audience you don’t understand? For years, Tunnl has been developing prebuilt audiences and custom audience solutions for advertisers who recognize the importance of accurate targeting. Every audience we create is rooted in the causes people care most about, their self-reported interests, and how they’re likely to behave while shopping or voting. So, Tunnl audiences - whether it's a prebuilt audience or custom - give you a well-above-average understanding of who you’re targeting. But deciding which audience solution is ideal for your campaigns will come down to a few factors you can diagnose yourself. If any of these issues sound familiar, custom audiences could be the answer you’ve been looking for.