EXTEND ANY AUDIENCE SEGMENT BY LEVERAGING BRAND AFFINITY

Create bigger audiences and reach more potential customers using our proven method for display, video or mobile inventory.

In-house planning

Campaign Objective

Leverage Existing Segment By Behavior

AFFINITY Reach EXTENSION

via 400 Million users who engage with 50,000 brands

Activate via Cookies, Keywords, or
Websites through Partners

Relevant Audience
+ Reach Extended

Who's using Affinity Answers?

CASE STUDY: HOW MTV USED FACEBOOK KEYWORDS TO DRIVE TUNE-IN TO “AWKWARD.”

Read the case study » /

MTV WANTED TO DRAW THE LARGEST POSSIBLE TUNE-IN AUDIENCE FOR SEASON 2 OF AWKWARD.

Decided that Facebook would be an ideal to platform to engage fans of the show

IDENTIFIED OPTIMAL ENTERTAINMENT AND BRAND KEYWORDS

Using the power of mutual affinity, Affinity Answers found the most compelling TV shows, music, celebrities, movies and brands for Awkward.

TARGETED PREMIUM ADS USING AFFINITY ANSWERS KEYWORDS

Ads with video content were created for Facebook and directed at users who would find the affinity-based keywords appealing.

INCREASED ENGAGEMENT RATE AND PRE-TUNE-IN CLICKS

Engagement rate topped 11%, and 213,000 pre-tune-in clicks were generated


Affinity Answers adds a unique layer of insight into our existing audiences and helps us create new audiences based on what’s most relevant to them.

/ Thomas Fishman VP, Content Mktg & Fan Engagement, MTV

CASE STUDY: HOW A MAJOR CABLE NETWORK ACHIEVED REACH EXTENSION VIA SOCIAL KEYWORDS

Read the case study » /

A MAJOR CABLE NETWORK LAUNCHED A NEW HORROR SERIES

Prior to launching, the program had a major promotional push across media

SOUGHT EXTENDED REACH ON TWITTER

Affinity Answers issued Twitter-formatted keywords and handles, simplifying the process all the way up to the point of the buy

OPTIMIZED KEYWORD AND HANDLE SELECTIONS WEEKLY

Affinity Answers provided weekly refreshes - providing more keywords similar to those that were performing and eliminating those that did not

DELIVERED INCREASED COST-EFFICIENT ENGAGEMENTS

Engagement rate increased nearly 8 times over the course of the campaign, while the cost per engagement declined 64%


Affinity Answers’ insights helped us expand our reach, engage with our audience, and ultimately think more strategically about our marketing approach.

/ Damon Burrell SVP Consumer Marketing, Nickelodeon

CASE STUDY: HOW AFFINITY ANSWERS AUDIENCE SEGMENTS EXTEND REACH VIA COOKIES FOR AUDI

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IDENTIFY AFFINITIES OF AUDI FANS BASED ON SOCIAL ENGAGEMENT

Using our proprietary algorithm, Affinity Answers identifies brands, categories, TV shows, and more that have high mutual affinity with Audi

AFFINITIES ARE MAPPED TO EXISTING ORACLE BLUEKAI COOKIE POOLS

Our partner Oracle BlueKai has cookie pools associated with thousands of brands and categories

MAPPED COOKIE POOLS ARE AGGREGATED TO FORM A SEGMENT FOR AUDI

Cookie pools for Marriott, Chanel, and the Produce category are grouped together and allow for extended reach to the audiences that would find Audi’s message compelling

SEGMENT IS PURCHASED TO OPTIMIZE AUDI’S REACH AND RELEVANCE

Aggregated segment is published on the Oracle BlueKai DMP, available for purchase on a CPM basis


Affinity Answers’ insights helped us expand our reach, engage with our audience, and ultimately think more strategically about our marketing approach.

/ Damon Burrell SVP Consumer Marketing, Nickelodeon

Who Else Trusts Affinity Answers

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Activation Partners

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AFFINITY IS MORE THAN “LIKES” AND “FOLLOWS”

CONSUMER CONTENT CRAVING IS GROWING AND BROADENING.
AS THEY ACQUIRE NEW INTERESTS, ARE YOU STILL RELEVANT?

Each day, we track engagement from more than 400 million users across social media, display, video, mobile, and television. We help marketers orient and respond to cross-channel audience activity by seeing their brand in relation to 50,000 other brands, ranked by profile-level affinities. Built to directly integrate with ad tech platforms such as Oracle BlueKai, our algorithm reveals affinities to help marketers build and deploy new targeted campaigns.

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Learn more about affinity-driven extension

OUR THOUGHTS