As the Philadelphia Eagles and the New England Patriots battle it out in Minneapolis, big brands are preparing for the economic impact that the big game brings. Viant analyzed the profiles of over 27 million people to find insights around the Super Bowl audience and the findings are quite interesting. For example, those viewers tuning in for the game are 47% more likely to drive an Audi than those who watch for the commercials or the halftime show and 38% more likely to drink Sam Adams.
With a whopping 58 percent of all Americans citing football as their favorite sport in a recent CBS News poll, it’s no wonder that marketers spend billions of dollars each year trying to reach NFL fans. So what brands are breaking through with this valuable segment? To find out, data company Viant used its Advertising Cloud to identify both heavy football fans and non-fans using automatic content recognition on smart TVs and compared their interests with some of football’s most heavily advertised verticals, from beer to car companies. Among the notable results: Sam Adams was the only craft beer to index fans’ top 10 favorites.
In January, Time, Inc.-owned ad tech firm Viant bought demand side platform (DSP) Adelphic. Adelphic was born as a mobile-focused ad DSP, but it had added desktop, tablet and connected TV by the time of the acquisition. Now, it has added the outer edges of the digital ad ecosystem: digital out-of-home (DOOH).
Viant’s Adelphic extends cross-channel programmatic buying to digital out-of-home for advertisers like Enplay, MDC Media Partners’ OOH unit.
At Advertising Week NYC, Viant explains how data lakes enable marketers to create powerful audience segments and provide brands with a holistic view into all marketing initiatives.
According to MarketingLand, there are 59 million Hispanic-Americans living in the United States, and more than 40 percent of that total population falls into the millennial demographic. And not only are Hispanic millennials extremely well-connected — a report from Viant found that the group spends 25 percent more time on their smartphones than their peers — they also make up a significant percentage of the $1.5 trillion purchasing power of U.S. Hispanics. Here are three key takeaways marketers should keep in mind when attempting to reach Hispanic millennials.
Viant reveals the differences between UK iPhone and Android users to Campaign Magazine for the launch of the iPhone X and iPhone 8 at today’s Apple event.
According to new research from Viant, the Marketers Guide to Hispanic Millennials, Millennials are one of the most inherently multicultural consumers in the U.S. In fact, of the 75 million Millennials in the U.S. today, more than 42% are multicultural. And while Hispanic Millennials may be one of the biggest buzzwords in the advertising industry today, behind all the buzz is a wealth of opportunity for brands.
If you’re a little company with few resources, you may be wondering whether big data is something you need to worry about. The answer is: your competitors are using it. If you aren’t, you’re falling behind. Forbes discusses Viant’s study, The Persuadables, and how a marketer who has aggregated big data can use that information together with information about specific consumers and make their advertising many more times effective than any other advertiser.
Multi-touch attribution is more effective than last-touch attribution, but it’s also harder to implement. However, Viant’s CMO, Jon Schulz, explains in Digiday how data lakes are now helping advertisers successfully bring multi-touch attribution data together.