Tunnl Blog - Page 4

You know those kitchen gadgets that your grandma keeps giving you for Christmas that only assist in one obscure culinary task like making quesadillas or pressing paninis? They do the job they’re built for, but stepping outside of that singular specialty is always an experimental gamble with a potentially poor payoff. In a saturated audience intelligence market, many of your options are like that. They specialize in one sector but don’t offer much benefit to audience-based buyers in other spaces. Nobody likes a one-trick pony, there isn’t space in your tech stack for a single-purpose tool, and you definitely don’t want to use the wrong audience insights to target your campaigns. But don’t be so quick to judge. Tunnl’s founders have successful pasts in politics as campaign strategists and data scientists, but they’ve also applied their microtargeting expertise to corporate marketing strategy, issue advocacy campaigns, and agency roles. They’ve built the Tunnl platform and the audiences it hosts to serve every advertiser and agency to reach accurate, issue-based audiences that move the needle on their message. Still think Tunnl audiences are only for politicians and public affairs? We have ten examples of campaigns that prove otherwise.

Have you ever ordered something new off the menu, just to be wildly disappointed with what the waiter brings out? After all that anticipation, you’ve got a bad taste in your mouth and shattered expectations. You’ve wasted your money. Your rare night out is a wash. And you’re still hungry. Ineffective ads conjure the same empty disappointment. Budget gone. Time lost. Goals still unmet. In the decades Tunnl’s team has collectively spent developing and analyzing cutting-edge microtargeting techniques for advertisers in public affairs, issue advocacy, and brand marketing, we’ve identified one single ingredient that’s critical to planning a satisfying ad campaign: audience intelligence. We’ll define what audience intelligence is, why it matters, and how you can access audience intelligence to start improving your campaign results fast.

Buying ad space shouldn’t take eons, and yet… You need to propose a campaign budget based on the size of your target audience, but you have to contact your data provider directly to get counts. You have budget approval, and you’re ready to create your campaign, but your data provider has to send your audience to the right ad platforms, which requires a separate request and several days of downtime. It’s time to optimize; all you want to do is update your audience, but start stretching because you’re about to jump through several hoops. Tunnl has built hundreds of issue-based audiences to make targeting faster and more accurate for advertisers like you, but what good are audiences you can’t access in your ad platforms? Enter audience syndication, the process that puts audiences like ours on advertising and demand-side platforms (DSPs) like the ones you use to launch your campaigns. How does this process eliminate the middleman and improve your advertising process? It goes a little like this.

Advocating for your initiatives with Congress is like trying to get one person’s attention in a sold-out stadium of pushing, screaming, single-minded others. Unless you’re on stage, you’ll be fighting for any scrap of attention. Ahead of a recess, like the one quickly coming up, is your prime opportunity to win votes and sway opinions on critical issues getting voted on this summer and later in the year. But with so many others seeing the same opportunity, how do you put your message center stage and get Congress to listen? You use the right audience. Before they created Tunnl, our founders spent decades building data-driven media strategies for public affairs and issue advocacy campaigns, discovering how to achieve targeted reach at scale. And now, Tunnl equips public affairs and issue advocacy advertisers with the issue-based audience insights they need to get their campaigns in front of the right people in the most efficient way possible. We offer several prebuilt audiences to connect you with the voters influencing Congress on top-of-mind issues in the weeks ahead. They can be analyzed in our platform and seamlessly sent directly to ad platforms at the click of a button. With these audiences, your ad campaigns will be ready to go live in front of your target audience in time to make an impact in Congress.

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.