Tunnl Blog - Page 4

E-coli outbreaks, oil spills, data breaches, drug prices… behind every headline-making hot topic is a business bearing the brunt of public criticism from citizens, news anchors, and regulators. Some industries cannot escape the sword of Damocles, the ever-present sense of impending doom that accompanies big innovations and tiny, well-meaning marketing decisions alike. But the public is listening; every ad or news clip they hear about you and your industry could be a nail in your corporate coffin or a golden ticket to your organization’s goals.

76% of customers feel that targeted advertising helps them discover new products and 40% of consumers actually prefer targeted ads, according to Gitnux. Give the people what they want, right? That’s the crux of audience-based media buying: delivering your ads to the people who genuinely want to see them and who are more inclined to take action on your message. You’re probably already using some form of audience targeting in your ad campaigns. But if you’re still struggling to see significant results like qualified leads and more conversions, then there’s more to audience-based media buying that the microtargeting experts at Tunnl can teach you to harness.

Gathered around the water cooler, people used to ask each other if they’d caught that one popular TV show that aired the night before. And since there were only about five major channels and everyone had cable, you could almost always count on an affirmative answer. Nowadays, you have to preface that ask with, “Which streaming services do you have right now?” Screen time is up, but attention is divided. Between streaming connected TV, scrolling social media, playing mobile games, and flipping through linear TV channels, your audience is everywhere.

You may have watched Meet the Press on Sunday. You’d be among anywhere from 2 to 4 million other viewers between the ages of 25 to 54 enjoying the longest-running, top-rated NBC interview news program.

You have a job to do - legislation to influence, a company reputation to defend, and revenue to grow. But somewhere else in your organization, there’s a marketing department with goals of its own that seem to inch deeper into your territory with each passing day. The distinctive roles of marketing and public affairs are fading. They are beginning to blur together.

You know those kitchen gadgets that your grandma keeps giving you for Christmas that only assist in one obscure culinary task like making quesadillas or pressing paninis? They do the job they’re built for, but stepping outside of that singular specialty is always an experimental gamble with a potentially poor payoff. In a saturated audience intelligence market, many of your options are like that. They specialize in one sector but don’t offer much benefit to audience-based buyers in other spaces. Nobody likes a one-trick pony, there isn’t space in your tech stack for a single-purpose tool, and you definitely don’t want to use the wrong audience insights to target your campaigns. But don’t be so quick to judge. Tunnl’s founders have successful pasts in politics as campaign strategists and data scientists, but they’ve also applied their microtargeting expertise to corporate marketing strategy, issue advocacy campaigns, and agency roles. They’ve built the Tunnl platform and the audiences it hosts to serve every advertiser and agency to reach accurate, issue-based audiences that move the needle on their message. Still think Tunnl audiences are only for politicians and public affairs? We have ten examples of campaigns that prove otherwise.