Consumers are increasingly concerned with the life of their data online. Who has my data? What are they using it for? What rights do I have? Legislators are listening; they’re taking action to protect consumers and regulate data processing in organizations throughout the country. It’s great news for consumers who want to know about, access, and make certain decisions regarding their personal data. But what does the new legislative landscape mean for you, as an advertiser who relies on personal data to make critical campaign targeting decisions?
You need precise audience targeting, and you need it now. Decades of microtargeting experience and building custom audiences for clients have shown us what advertisers in public affairs, issue advocacy, and purpose-driven marketing need: granular, precise targeting that’s as dynamic as their campaigns and powerful enough to make a substantial impact with their target groups. And they want it on their own terms because every second and every mistake counts and costs in advertising. To put the power of building hyper-targeted audiences informed by Tunnl’s peerless data library into the hands of advertisers and agencies like you, Tunnl created the Audience Builder, an always-on, self-service tool in the Plus and Premium tiers of Tunnl's AI-powered audience intelligence platform that empowers users to build hyper-targeted audiences based on your own selection of issues, demographics, geographies, and interests, any time, any day, and fast.
Healthcare advertisers, issue advocates, and political teams are all on the same precipice: Get your message to the people who need to hear it now, or the future of the healthcare industry - and your role in it - tilt in someone else’s favor. Elections and open enrollment periods are approaching. You need to reach the right people, right away. The microtargeting experts and public affairs specialists at Tunnl created nine prebuilt audiences to help you immediately reach the right people on the top issues in healthcare, including: Medicaid expansion Changes to the Medicare eligibility age Drug cost regulation
Roughly one-third of advertisers had their budgets cut in 2023, but the cost of ad inventory is up, and return on ad spend is less dependable amid a waffling economy, ad fatigue, and media fragmentation. Are you feeling the pinch yet? You’re under pressure to do more with less, the age-old struggle of every marketing department, but the odds are against you more than they’ve ever been. You need to build connections with consumers faster using more personalized ads, even though reaching them is more difficult and more expensive than it once was. There’s one way to accomplish this next-to-impossible task: audience intelligence.
Marketing departments and C-suites alike have been buzzing about artificial intelligence for months. What it means for content teams, when and how to invest in it appropriately, and if regulation is on the way have been among the top questions circulating through LinkedIn, closed-door meetings, and as break-room banter. But the real question is, what’s in it for you as a data-driven advertiser? AI is being lauded as the secret to success for lean teams with tight budgets and few resources, and AI-powered tools have been favorites for advertisers everywhere for many years already. Several of the tactics you employ in your campaigns lean on AI and machine learning to get you the results you depend on, but there’s certainly more potential for you to tap into if you want to maximize the value of AI innovations in your campaigns.
A recent study on consumer trust revealed a shocking misunderstanding. While 87% of executives think consumers have a high level of trust in their business, only about 30% of consumers agree. And when consumers lose trust in your company, they take their business elsewhere. Purpose-driven marketing gives brands a way to connect with consumers on a more personal level, connecting companies’ values to those of their supporters to create lasting bonds. But without the right audience data informing your outreach, purpose-driven marketing can have the opposite effect.