How It Works

AffinityAnswers goes beyond finding brands your fans like.
We discover which brands’ fans would also engage with your brand.

AffinityAnswers analyzes the digital interactions of your brand’s fans on public media and discovers brands (companies, TV shows, celebrities, etc.) with which your brand’s fans are interacting. We track these interactions for over 60,000 brands.

Based on these common interactions, we compute TrueAffinity™, a metric that ranks every other brand based on mutual affinity with your brand.

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TrueAffinity™ is a brand interaction metric that indicates the strength of active, mutual engagement between brands’ audiences over time. The stronger the engagement, the more receptive these brands’ fans are to messaging and content from the other brand.

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Plan campaigns, profile audiences, and uncover new insights

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Activate affinity-based audiences in programmatic, TV, social, or any other media

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Measure brand effectiveness via growth in social engagement

TrueAffinity™ is a state-of-the-art branding metric.

By measuring the level of engagement between any two brands, TrueAffinity™ ensures that brands are able to select only the most qualified audiences to extend their reach. Our metric ensures that positive and proactive engagements are prioritized.

Who It Works For

The AffinityAnswers platform and data is used
across the digital advertising ecosystem by:

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The best brand marketers are obsessed with efficiently moving consumers all the way through the funnel, from awareness to purchase and advocacy. While there are great solutions for marketers to target people at bottom of funnel (small reach, high performance) and top of funnel (broad reach, low performance), it is critically important to reach the large audience in the middle.

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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 audiences across all media types.

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Our Affinity Activation Platform 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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Media planners and buyers are constantly tasked with finding the largest, most qualified audiences for their brand clients. The trouble is, every publisher’s data set is unique and varied. At the end of the day, media buyers and planners are left to balance precision targeting against reach/scale.

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By applying AffinityAnswers’ social affinity-based act-alike modeling, 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 the AffinityActivation Platform (AAP) to comprehensively understand where the most qualified audiences are for your brand. AAP 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 AffinityActivation Platform 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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Most Ad Tech platforms have the ability to create “look-alike” models on top of their deterministic data. Unfortunately, those models rely heavily on the assumption that users of the same age, gender, and income perform the same way, which is a faulty assumption, at best.

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AffinityAnswers’ social act-alike modeling leverages known connections between brand and media engagers in order to scale 1st party data according to real behaviors exhibited on social. Social affinity act-alike modeling delivers larger, higher performing reach extension for any campaign.

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Integrating directly with AffinityAnswers to apply social act-alike models to your own proprietary 1st party data gives Ad Tech platforms a competitive advantage in the DSP space.

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AffinityAnswers also publishes affinity based audience segments via Oracle Data Cloud (BlueKai). If your DSP is plugged in to ODC’s third party data exchange, your buyers can already target brand audiences based on their social engagement behavior. Please contact us at to learn more about these segments.


What Problems Do We Solve?

  1. Looking for signals in the sea of noise

    Much of existing brand measurement today focuses on mining what people say in social media, resulting in a fundamental disconnect between talk and action.

    What we need is a metric that focuses less on what people say and more on what people actually do. Such behaviors, while available in social, are not visible on the surface. For example, a Facebook post may generate over a 1,000 likes and shares. All social listening tools track the post but ignore the 1,000 like actions, because no one said anything in that action. Yet, those 1,000 content likes and shares engaged with the brand in a silent way. We call them the “silent majority.”

    Measuring the behaviors of the silent majority gives us a more accurate picture of what is really happening in consumers’ minds, and more importantly their hearts, where most brand battles are won. These behaviors help surface two key components of what we believe are critical to any metric measuring emotion at scale:

    1. Active Engagement: Engagements need to be fairly current to not have stale behaviors from consumers’ distant past cloud the current emotional affinities of consumers. Page “likes” or “follows” (in contrast to fresh content likes) are examples of signals that can get stale over time. We do not include either of those behaviors in our calculations.

    2. Mutual Affinity: Engagements need to be reciprocal. Most affinity-based measurement systems today measure what your brand’s fans like. While this is a starting point, what is far more important is answering the opposite question, “Whose fans like you?” Among hundreds of brands your fans like, which brands’ fans like you? Discovering those undetected audiences can open a door of possibilities for your brand. To use a first-love analogy, it’s like finding someone you like already has a crush on you.

  2. Finding the right context

    It is not enough to find an audience, we also need to discover in which context they might engage the most so we can present our creative in those relevant contexts.

    What a consumer cares about is a TV show, not a TV network or a daypart. However, much of TV is bought today exactly on the latter: a daypart on a network. With timeshifting, OTT, and other on-demand capabilities, consumers want to engage with content on their media and on their time. Thus, the new measurement systems need to focus on content, and then on media.

    Social is a natural medium for consumers to show affinity to their favorite entertainment – whether it’s a TV show, music artist, sports team, or celebrity. Cross-mapping those entertainment audiences to your brand’s audience provides critical insights on what context is highly engaged with and emotionally relevant for your brand.

    This also helps with your other branding initiatives, such as music or sports sponsorships, celebrity endorsements, etc.

  3. Solving the cross-device puzzle

    Numerous products are trying to solve the cross-device conundrum facing all marketers. Social affinity is again an elegant way to solve this problem by looking at it through the lens of the brand first, then the device they engage with second. Thus, brand fans regardless of the device they use can be measured for their affinities to other brands and context first, and then for the devices they use. This puts the priorities in the right order: consumer, brand, and then the device.
  4. Long term vs Short term performance tracking

    Advertising as an industry has focused too much on the short term ROI with digital rather than ways to create long-term value for brands with consumers, which is where true value for branding lies. Affinity brings this into balance by measuring long-term effects of branding using social as a looking glass for consumer behavior, regardless of the media where the influence happened. It can be effectively used in conjunction with short-term metrics to drive both short- and long-term results for brands.
  5. Single source intelligence

    Historically, there were too many silos in measuring and understanding consumers. Media research estimated audiences based on a panel that had nothing to do with the creative testing you did on a focus group. What if they could all be drawn from the same people? This creates a single source of consumers to base all your branding decisions on, creating a level of efficiency and effectiveness not possible before. Such a source will not only help you make media choices, but can help you with creative, content, and sponsorship strategies.
  6. Measuring traditional media ad effectiveness

    Public social engagements provides a good way to measure long-term effectiveness of your ads on TV and other media. If you have been running a few spots on The Blacklist for your brand, are the fans of the show really converting to your brand over that time? Has it been accelerating or decelerating of late, suggesting increase or decrease in your investments in the show?

    This need not be restricted to TV alone. The ad spot you run on a local radio station, a magazine, or sponsorship of a minor league team can all be measured for their effectiveness to contribute to your brand.

  7. Predicting engagement

    Reach numbers for any media you need can be readily obtained, whether it’s visitors to a popular web site or GRPs for a TV show. What has been hard to obtain until now was: “What is the likelihood that this audience will take the action you want them to take?” Our TrueAffinity™ metric provides answers to those questions, predicting the likelihood that audience that you need to reach will take the action you want.

Contact Us to Get Started with AffinityAnswers

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