Edentify puts emotion into media buying

Edentify puts emotion into media buying
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EXCLUSIVE:  Research and insights agency Edentify has launched a new media buying tool that gathers fresh and real-time data each month from a panel of real life consumers.

The new content planning tool, called MediaBytes, provides insights into the mix of media and content that people are exposed to at different times of the day. It also gives information on consumer segments, purchase triggers and consumers’ emotions.

Live data is collected from a 1,500-strong panel via SMS prompts on their smartphones. A new study is carried out every month.

MediaBytes provides clients with information on consumers’ activities, emotions or purchase triggers at the same time as data on which media they are being exposed to, allowing clients to better target their advertising campaigns.

Edentify partners David Gaines and Dan Banyard (pictured) have been working on MediaBytes since December and have spent the past few months testing it. It went live in June.

Gaines told B&T: “We’re trying to create a simpler going-in point for clients, collecting emotive data and overlaying it with media data.”

He explained: “By creating an ongoing macro view on when channels, content and purchase triggers align, we are simply trying to isolate more effective moments to speak to a consumer and conversely where wastage is more likely to occur – but without relying on acquisition metrics.

“Particularly for brand activity, strategic and creative direction can become very diluted if campaign execution is only measured against audience reach.”

Banyard added: “The next stage is to work with someone to develop programmatic software that doesn’t have to rely on cookies and impressions.

“We want to evolve this to take the more commoditised media placements in any channel and automatically decide on timing, message, the channel and its value, without relying solely on DR principles.” 

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