First Overseas Distribution of its Exclusive European-centric “Mutual Affinity” Social Media Audience Data
AUSTIN, TX (March 20, 2017) Affinity Answers, 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.
Affinity Answers 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. Affinity Answers 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, Affinity Answers 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 Affinity Answers’ 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.
Affinity Answers Used by brands, agencies and ad tech companies for activation, planning (media, creative, sponsorships), measurement, and strategic insights, Affinity Answers 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, Affinity Answers has offices in New York City, Chicago, Los Angeles and Bangalore.