Tunnl Blog - Page 4

Have you ever ordered something new off the menu, just to be wildly disappointed with what the waiter brings out? After all that anticipation, you’ve got a bad taste in your mouth and shattered expectations. You’ve wasted your money. Your rare night out is a wash. And you’re still hungry. Ineffective ads conjure the same empty disappointment. Budget gone. Time lost. Goals still unmet. In the decades Tunnl’s team has collectively spent developing and analyzing cutting-edge microtargeting techniques for advertisers in public affairs, issue advocacy, and brand marketing, we’ve identified one single ingredient that’s critical to planning a satisfying ad campaign: audience intelligence. We’ll define what audience intelligence is, why it matters, and how you can access audience intelligence to start improving your campaign results fast.

Buying ad space shouldn’t take eons, and yet… You need to propose a campaign budget based on the size of your target audience, but you have to contact your data provider directly to get counts. You have budget approval, and you’re ready to create your campaign, but your data provider has to send your audience to the right ad platforms, which requires a separate request and several days of downtime. It’s time to optimize; all you want to do is update your audience, but start stretching because you’re about to jump through several hoops. Tunnl has built hundreds of issue-based audiences to make targeting faster and more accurate for advertisers like you, but what good are audiences you can’t access in your ad platforms? Enter audience syndication, the process that puts audiences like ours on advertising and demand-side platforms (DSPs) like the ones you use to launch your campaigns. How does this process eliminate the middleman and improve your advertising process? It goes a little like this.

Advocating for your initiatives with Congress is like trying to get one person’s attention in a sold-out stadium of pushing, screaming, single-minded others. Unless you’re on stage, you’ll be fighting for any scrap of attention. Ahead of a recess, like the one quickly coming up, is your prime opportunity to win votes and sway opinions on critical issues getting voted on this summer and later in the year. But with so many others seeing the same opportunity, how do you put your message center stage and get Congress to listen? You use the right audience. Before they created Tunnl, our founders spent decades building data-driven media strategies for public affairs and issue advocacy campaigns, discovering how to achieve targeted reach at scale. And now, Tunnl equips public affairs and issue advocacy advertisers with the issue-based audience insights they need to get their campaigns in front of the right people in the most efficient way possible. We offer several prebuilt audiences to connect you with the voters influencing Congress on top-of-mind issues in the weeks ahead. They can be analyzed in our platform instantly, for free, and sent directly to ad platforms at the click of a button. With these audiences, your ad campaigns will be ready to go live in front of your target audience in time to make an impact in Congress.

There are clear wants and needs in our lives. Luxury cruises and tickets to the playoffs vs. food and shelter. But then there are the things that could be argued either way. Things like a car or the latest iPhone. Do you need it? Maybe not, but if you’re a fast-moving professional juggling offsite meetings and on-the-go tasks at all hours, these nice-to-haves become must-haves that make or break your ability to do your job well. The tools in your audience intelligence tech stack probably get a similar treatment. Some are spartan and get the job done. Others get the job done at a premium level of accuracy, excellence, and autonomy. What once was a neat add-on is now a necessary piece to your media planning process. As they revolutionized the linear TV advertising industry through advanced audience intelligence and microtargeting, Tunnl's co-founders identified the critical insights issue-based advertisers and brands needed to target audiences to the highest degree of efficiency at scale. Those solutions are now delivered in the various tiers of the Tunnl platform. But one of our solutions is a must-have masquerading as a luxury: Tunnl Premium. It’s an elite tier with our most in-depth audience insights, media planning tools, and optimization opportunities for serious linear TV advertisers - but it isn’t for everyone. At $10,000 per month, a Tunnl Premium subscription is a big deal, and only you know if it will fall into the want or the need category for your campaigns. So, is Tunnl Premium worth every penny? We’ll lay out the facts and let you be the judge.

30% of advertisers cut their budgets this year. Were you one of them? The economy is on an uncomfortable precipice forcing consumers to cling tighter to their pursestrings, and you suddenly have fewer resources to fight an uphill battle. There’s a lot on the line if you can’t deliver effective ads, even under strict budget constraints. Free tools that put confidence back into your media planning process are indispensable. As a tech startup ourselves, Tunnl has experienced the rigors of crunch time: lean teams, tight budgets, and high expectations. It’s why we built a free audience intelligence platform tier for purpose-driven marketers fighting the good fight in an over-saturated ad market at a tough economic time. You need accessible, reliable tools to maximize reach efficiency without blowing your budget. Our library of prebuilt audiences could be your answer since they’re free to sign up and analyze. But if you really want to maximize your ad efficiency with Tunnl’s free tools, we have a few tips on how to do it.

Digital does not rule the ad world. Direct mail campaigns using letter-sized envelopes generated a 112% return on investment, according to the 2022 Response Rate Report released by the Association of National Advertisers. Meanwhile, peer-to-peer texting campaigns have higher open rates than email campaigns and boast impressive ROI.