Plan all media, find influencers, match context

with insights from social data

Social affinities, as measured by TrueAffinity™, represent two sides of the same coin: reaction and receptivity. So not only is it powerful in branding measurement, but it can also be used for campaign planning.

Within BrandPlanner, we track TrueAffinity scores across brands (by industry and category), television shows, movies, books, digital properties, music, apps and games, sports, and celebrities.

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Understanding the top affinities of your brand in each of these areas is a powerful insight with many different marketing applications:

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Consumer Insights
Use social affinity to drive overall marketing strategy and media recommendations

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Influencer Marketing
Discover influencers that resonate with your brand from thousands of franchises, sports teams, celebrities, and YouTube / social media stars

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Sponsorships
Find the perfect music, artist, sports team, movie, franchise or even charity to sponsor

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Endorsement
Pick the celebrities whose audiences most resonate with your brand to recruit as endorsers

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Media Planning
Compare your current plan to social affinities among your brand’s engagers across TV, Magazines, Websites, Apps, & Games

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Content Marketing
Align your message with the most relevant content to your consumer based on social engagements across thousands of websites and TV shows, leading to a premium environment for your brand

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Creative
Attach rich, data-driven brand planning guidance to your creative briefs to show what captures the imagination of your audience

Who It Works For

AffinityAnswers’ BrandPlanner™ is used across the branding and advertising ecosystem by:

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AffinityAnswers leverages real time “surveys” of hundreds of million consumers globally across leading digital and social media platforms in order to draw connections between brand engagers and media property engagers. The result is a comprehensive picture of your ideal consumer’s media consumption, forming a blueprint for how to reach these scalable and brand addressable audiences across all media types.

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BrandPlanner allows you to discover where the most qualified audiences are for your brand. We use millions of data points volunteered by your own brand’s social engagers to tell you what TV shows your consumers watch, what websites they surf, what other brands they’re into, what music they listen to, and which sports they pay the most attention to.

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In addition to media planning, you can leverage this data to:

  • Identify and court the most relevant sponsors, spokespeople, and co-branding opportunities for your brand
  • Understand your competition’s consumer profile
  • Arm your creative agency with data-driven insights to inspire the best possible creative for your advertising campaigns
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With BrandPlanner agencies can drive major efficiency in their media planning by leveraging brand affinities to guide programmatic, social, and TV branding campaigns.

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Agencies that want to gain data-driven insights into the full range of attributes amongst their brand audience can leverage BrandPlanner to comprehensively understand where the most qualified audiences are for your brand. BrandPlanner analyzes millions of social engagements to tell agencies what TV shows their brands’ consumers watch, what websites they surf, what other brands they’re in to (across all categories), what music they listen to, and which sports they pay the most attention to.

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In addition to media planning, agencies can leverage BrandPlanner for their client brands to:

  • Identify the most relevant sponsors, spokespeople, and co-branding opportunities
  • Understand your competition’s consumer profile
  • Arm your creative agency with data-driven insights to inspire the best possible creative for your advertising campaigns
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Media publishers are in constant content production mode, and the value of advertising space will vary by brand depending on what the content is.  Using BrandPlanner, media publishers can determine which brands would be the most appropriate advertisers for their audience and context, leading to advertising premiums.

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Digital publishers can evolve from plain keyword-based context to rich audio-visual-based context placement within their video content, that will help advertisers’ message stick at a higher rate among your audience.

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One of the key advantages of TrueAffinity™ as a media metric is that it measures relationships across different media types.  It can be utilized in the same manner to find the best advertisers for TV shows, movies, music, websites, games and apps.

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BrandPlanner can even help determine what type of content publishers should produce / acquire by revealing how attractive it will be to brand advertisers.

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