Social Affinity is Your Gift Guide for Dad

Do you feel stuck on the journey to finding that perfect gift for dad this Father’s Day? When we say that AffinityAnswers uses social affinity as a recommendation engine, we are usually talking about recommending audiences for marketers. For example, if the NBA champion Golden State Warriors wanted to partner with a brand, our proprietary algorithm and scoring engine recommends Les Schwab Tire Centers as a more viable option than even more intuitive choices like Finish Line.

What does this have to do with dear old dad? Well, using our vast catalog – tracking the public social engagement of over 60,000 brands, TV shows, celebrities, sports teams and more – we are able to provide some great recommendations to get the perfect gift for every kind of dad:

The Sports Enthusiast Dad (using ESPN as a proxy): Tickets to the National Baseball Hall of Fame, Nike Jordan Shoes, Just for Men

The “All Business” Dad (using The Economist as a proxy)Subscription to National Geographic, tickets to a TED Conference, a donation to UNICEF in his name

The Super Fit Dad (using Men’s Health as a proxy): a gift certificate to Bodybuilding.com, a CrossFit gift card, MuscleTech supplements

The Culinary Dad (using Top Chef as a proxy): Frigidaire kitchen appliances, an assortment of McCormick Grill Mates seasonings, cooking classes at Sur La Table

And The Tony Goes to… Audience Extension!

On Sunday, June 11, Kevin Spacey will host the 71st Annual Tony Awards for the first time. Over the years, the show has had many different hosts, and on occasion, no host at all. Depending on who the host is, he or she brings a specific personality to the show. In this sense, the term audience extension actually refers to the host extending his or her sensibility to the live broadcast.

With social affinity, we can take this concept of audience extension even further. What if Kevin Spacey was not only the host, but that his fans’ social engagement decided who wins? Looking at the show through this lens should give brands an idea of how things would be if brands looked at their consumers in the same way.

While the Tony voters ultimately decide who will win on June 11, your brands’ fans – whether you know who they are or not – decide how fast it can ultimately grow.

Tony Award Winners, as decided by Kevin Spacey social fans:

  • Hamilton
  • Jersey Boys
  • Chicago
  • The Phantom of the Opera
  • Wicked

 

Powering Influencer Marketing with Social Engagement

The Bachelorette premiered last Monday, and 5.7 million members of ‘Bachelor Nation’ tuned in to watch 31 suitors vie for Rachel Lindsay’s attention. Each week, fans watch as the Bachelorette hands out roses, symbolizing who gets to stay, and who goes home. An infamous line—repeated each new season—is, “are they here for the right reason?” This question is just as important to contestants on the show as it is to marketers. With influencer marketing on the rise, insights from social engagement can draw connections between brands and their audiences.

Life after The Bachelorette (or Bachelor) can be lucrative for those with a strong social following. As Rachel’s new crop of contenders are building their social presence (e.g., ‘Whaboom’ guy), let’s take a look at past contestants who have capitalized on their Bachelor fame.

The below chart highlights current and potential endorsements for former cast members, turned social influencers. Using social engagement as a recommendation engine, AffinityAnswers can predict potential brands that these influencers’ fans will find most appealing. Based on these insights, marketers can align sponsored posts with the right social influencer. AffinityAnswers tracks upwards of 60,000 brands, powering companies of all sizes—from Starbucks to Pressed Juicery—with insights that lead to smarter influencer marketing campaigns.

Brand Advertising in Sgt. Pepper’s Lonely Hearts Club Band

Thought it may be hard to believe for some, The Beatles’ iconic album, Sgt. Pepper’s Lonely Hearts Club Band, is celebrating the 50th anniversary of its release this coming week. With songs like the title track, “With a Little Help from My Friends”, “Lucy in the Sky with Diamonds”, and “When I’m Sixty-Four”, the album’s tracklist reads more like legend than a list of songs. Even with a vast catalog and a fan base that spans generations, the Beatles has the ability to expand its audience and be a viable partner in brand advertising today.

Here are three brands, hot in 2017, whose Beatles-engaging fans are also no stranger to the great music of 1967:

  1. JauntVR: This 360 video app has already partnered with Paul McCartney on a six-part documentary series, so this brand has a built-in audience within Beatle fandom. Sir Paul already told us about the stories behind some of his solo hits, so there would be no reason why he couldn’t ring his buddy Ringo to talk about hits from Sgt. Pepper.
  2. Lincoln Continental: Perhaps it’s not the first brand, or even the first auto brand, to come to mind when one thinks of the Beatles. But the relationship in consumers’ minds between the Beatles and Lincoln comes from a story earlier this year about a Lincoln Continental engineer. The woman, a classical harp player herself, was inspired by “Here Comes the Sun” to create a flawlessly designed interior for the 2017 model.
  3. Hasbro: It’s another brand not exactly known for its association with music, but over the years, Hasbro has released collector’s editions of Monopoly and Trivial Pursuit with a Beatles theme. It’s not hard to imagine a commemorative edition of either game for one of the band’s most famous and enduring albums.

Social Affinity and the Broadcast TV Upfronts

The annual network upfronts are happening in New York City this week, a broadcast TV tradition that extends all the way back to 1962. In the era of DVRs, on demand video and streaming platforms, social affinity plays an important role in developing the audiences for these shows.

While much of it is about securing advertising commitments, it’s mainly about getting advertisers (and hopefully, viewers) excited what is in store for the fall television season. Good content is good content, and long before the shows actually air, the audiences will build on social. Engaged fans will include them in a network of brands, other shows, celebrities, movies and music that are already part of their consumer experience.

For the biggest hits on broadcast and for one newcomer , here are brands whose high social affinity to the show could play a role in extending that show’s audience:

Inhumans, ABC (new): Fandango

This Is Us, NBC: Toys ‘R Us

Empire, FOX: Boston Market

The Big Bang Theory, CBS: Windows Store

Crazy Ex-Girlfriend, The CW: Chromecast

Brand Advertising at the Kentucky Derby

The 2017 Kentucky Derby is this weekend! It is the 143rd running of the famous horse race, but that doesn’t mean there are not new opportunities for brand advertising that will attract new fans.

Since the 2016 Derby, dozens of brands, TV shows, celebrities, websites and more have seen their TrueAffinity score grow with the annual event. Marketers, publishers and promoters of the event should imagine social affinity data as a massive recommendation engine that spans all facets of consumer life. If someone is engaging with the Kentucky Derby the way they watch a show on Netflix, there are several new entries this year for what they are likely to engage with next.

Being able to access this knowledge about its own fans could greatly enhance the Derby’s brand and its prospects. Below are some new audiences for the Derby that would not have been nearly as viable one year ago.

You’re Drafted! Social Affinity Provides Reach Extension for NFL Players and Teams

The 2017 NFL Draft is now fully underway. Myles Garrett was selected as the first overall draft pick by the Cleveland Browns. Coach Hue Jackson has praised Garrett, considering him key to a defensive strategy for the team. The NFL Draft is not just a time to build a winning team on the field – how can the teams achieve reach extension but also select the right audiences?

Both Garrett and the Browns can, and most likely are, beginning to think about they can make the best of this partnership to promote the franchise and Garrett himself. Knowing Garrett’s social affinity to other brands, TV shows, celebrities and more outside can send his stock soaring. AffinityAnswers is constantly analyzing the social engagements of 400 million social users worldwide. This forms a massive recommendation engine for brands and star athletes alike. Here are the next best audiences for Garrett that will create real excitement for this new pick.

Brands: DC Sports

TV: NFL Total Access

Digital: Yardbarker

Music: Brandon Flowers

Better Colbert Ratings Equal Better Social Affinity for Brands

Since Jimmy Fallon took over NBC’s The Tonight Show in 2014, he has been a ratings juggernaut. But in January, CBS’ The Late Show with Stephen Colbert, took a lead in total viewers, which has now extended to an eight-week streak and a rare win for CBS late night in the first quarter of 2017. According to data from AffinityAnswers, Colbert’s ratings boost coincides with a social lift, even for advertisers with already strong social affinity for the show, as evidenced by commenting, posting photos, retweeting, hashtagging and more on Facebook, Instagram and Twitter.

By looking at the engagements of Late Show fans across 60,000 brands and over 400 million social users worldwide, AffinityAnswers data shows that these marketers – already some of the show’s top brand affinities – are in a better position than ever to leverage the show’s fans just as it is seriously gunning for late night dominance.

BrandTrueAffinity Score% Growth: 1/25 – 3/22
Amazon.com8.67+0.3%
AT&T8.64+0.8%
Google Play8.63+0.7%
Apple TV8.52+0.8%
Bridgestone8.50+1.3%

AffinityAnswers Expands to The UK and Germany

First Overseas Distribution of its Exclusive European-centric “Mutual Affinity” Social Media Audience Data

AUSTIN, TX (March 20, 2017) AffinityAnswers, which created the first platform for predictive branding – achieved through proprietary mutual affinity algorithms that measure active social engagement data across 60,000 brands and 400 million people worldwide – today announced it has expanded its offerings to the UK and Germany programmatic data markets.

AffinityAnswers analyses hundreds of millions of reciprocal, highly interactive social media activities (such as commenting, posting photos and videos, etc.) between brand audiences on social media, and then reports on which brand’s fans have the highest affinity for other brands, across all categories. By scoring any cookie- or device ID-based audience according to social engagement (aka “act-a-like” modeling) the company can predict which audiences will be receptive to any particular brand and are therefore more likely to respond favorably than the average consumer to their messaging and advertising. AffinityAnswers enables branding at scale through these high-performing “act-alike” segments available for programmatic activation across video and display, social, or TV advertising.

At launch, AffinityAnswers is offering about 150 pre-populated audience segments based on European data in major industry categories such as Apparel & Accessories, Automotive, Consumer Products, Electronics, Financial Services, Entertainment, Food & Beverages, Retail and Travel. In the UK and Germany this proprietary mutual affinity data will available through Google’s DoubleClick Bid Manager, MediaMath, and The Trade Desk, among other leading demand side platforms. Clients can get customized audience segments within three to six weeks.

“In our early testing, we helped an automotive dealership achieved 10x scale in targeted DMAs with minimal ad completion rate degradation; a new dairy-free yogurt brand targeted proxy affinity segments for a new product launch with a 70% increase in ad completion rates; and a gaming console conquest a competitor’s fans via an affinity segment to increase purchase intent by 9.1% as measured by Nielsen,” says Sree Nagarajan AffinityAnswers’ CEO. “Marketers in Europe have never had access to this kind of data that predicts how likely a consumer is to engage compared to the average consumer by uncovering relationships between brands that no one knew existed.”

The company plans to expand to other European nations later this year.

AffinityAnswers Used by brands, agencies and ad tech companies for activation, planning (media, creative, sponsorships), measurement, and strategic insights, AffinityAnswers measures across 60,000 brands and 400 million users worldwide the level of reciprocal, highly interactive social media activities to go beyond standard “look-alike” audiences to discover and activate higher performing “act-alike” segments for programmatic, social, or TV advertising. Its advanced machine learning technology is an unprecedented cross-channel recommendation engine that informs marketers about their audiences’ preference for thousands of TV shows, websites, apps, movies, music artists, and other consumer brands.

Founded in 2005 and headquartered in Austin TX, AffinityAnswers has offices in New York City, Chicago, Los Angeles and Bangalore.