Tunnl Blog - Page 2

To win the next election, you need to tap an underrepresented electorate brimming with unclaimed potential. And U.S. Hispanics make up the nation’s fastest-growing voting bloc, over 34 million voters strong.

Marketers have dollar signs in their eyes for 2024. 53% of business leaders are increasing their digital marketing budgets. Ad revenue in the U.S. is expected to rise 4.3% in 2024. And if you include political ads, ad revenue increases all the way up to 8.1%, with issue-based ad spending at a double-digital increase compared to the last presidential election year.

You’re only reaching a fraction of U.S. Hispanic voters, the fastest-growing racial and ethnic group in the U.S. electorate. Political advertisers have been wasting their budgets on ineffective, inaccurate audience targeting and missing out on millions of votes because they don't know how to reach Hispanic voters. But how can you reach Hispanic voters efficiently and effectively when they are consistently underrepresented or misrepresented in traditional media planning and measurement tools? There’s a chasm between what you know about Hispanic voters and what you need to know to reach them. It’s time to close that gap.

Agencies have a lot of people to please. When clients come to you, it’s because they want higher returns on their ad spend and more qualified leads in their pipeline. But media fragmentation is making it harder than ever to reach the right people, and even when you can, more than one-third of internet users employ ad blockers to thwart your efforts. Meanwhile, media buying industry profits are expected to decrease despite improved revenue, your budget is shrinking, and expectations are through the roof. Strategic audience targeting is your ticket to overcoming the odds, but how can you guarantee best-in-class results to every client that comes through your agency? If you have clients counting on you, you need accurate and easily accessible audience data that can be applied seamlessly to the different campaigns you’re pitching and planning. And you need tools for analysis, planning, and measurement. But you don’t need a more complicated tech stack. Seem like a lot to ask for? Tunnl doesn’t think so.

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.

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.