In the ever-evolving and soon-to-be cookieless advertising world, brands and agencies need help finding and maintaining access to accurate and comprehensive marketing data that enables them to reach the audience segments that matter most. Flashtalking by Mediaocean and Experian have a collaboration in place to do just that. Through this partnership, Experian’s more than 2,400 syndicated audiences are available for activation within the Flashtalking platform and its Social Ads Manager.
“There are a lot of audience segments and data disappearing within the advertising industry right now because of the deprecation of third-party cookies, but Experian’s syndicated audiences are built for this new privacy-first world. Through this partnership, Flashtalking’s clients gain access to some of the industry’s most actionable on-the-shelf and custom audience capabilities for activation and targeting across the publishers and social platforms that matter most. It’s as easy as identifying the segments that matter to your brand and activating them everywhere they exist with a few simple clicks.”
– Ben Kartzman, COO, Flashtalking by Mediaocean
This partnership unites the power of Flashtalking’s best-in-class independent omnichannel advertising platform with Experian’s comprehensive audience intelligence, which spans 126 million households and 250 million consumers.
“For the same reason that brands are investing more deeply in first-party data in the wake of third-party cookie deprecation, having access to the right audience segments has never been more important. Mediaocean offers access to the only independent ad server that’s powering truly omnichannel, personalized experiences, and we’re thrilled to be amplifying their ability to do that through Experian’s expansive audience segments.”
– Colleen Dawe, Director, Sell-Side Sales, Experian
The Flashtalking Social Ads Manager has long-standing relationships and technical integrations with all major platforms, including Facebook, Google Demand Gen, Instagram, LinkedIn, Pinterest, Snap, TikTok, and a forthcoming integration with Reddit. Experian data can be deployed through custom and syndicated segments within these platforms, providing clients with both reach and precision.
The power of the Experian – Flashtalking collaboration
Benefits to marketing organizations that tap Experian data and audience segments via the Flashtalking platform include the following:
- A unified customer view: Marketers can use Experian’s comprehensive data within Flashtalking to create a unified view of the customer across multiple channels. This helps craft cohesive marketing strategies that deliver consistent messages, enhancing customer experiences and brand perception.
- Enhanced targeting and personalization: Marketers can access Experian’s detailed audience segmentation and insights within Flashtalking to target campaigns effectively. They can personalize messages at scale based on demographic, psychographic, and behavioral data to increase engagement and conversion rates across all channels.
- Optimized cross-channel strategies: With Flashtalking’s cross-channel capabilities, marketers can integrate Experian’s insights to understand how different segments interact with various channels. This enables the design of optimized cross-channel strategies that cater to the preferences and behaviors of different audiences.
- Data-driven decision-making: This partnership combines Experian’s in-depth consumer insights with Flashtalking’s analytics and reporting tools to help marketers make informed decisions. This data-driven approach can improve campaign performance, optimize media spend, and reveal untapped market opportunities.
- Local market activation: Marketers can also use Experian’s geographic and location-based data within Flashtalking to tailor campaigns to local markets. This localized approach can enhance relevance and response rates, providing a competitive edge in regional marketing efforts.
- Improved media efficiency: This collaboration also enables organizations to harness the power of Experian’s data within Flashtalking to improve media planning and buying. They can identify the most effective channels and timeframes for reaching specific audiences, leading to more efficient and cost-effective media investments.
Why choose Experian in Flashtalking
For over 50 years, we have been a trusted single-source provider of data management solutions. Our expertise in offline and digital identity has enabled us to curate data from over 200 direct and active sources, offering a comprehensive view of consumers with granularity, accuracy and scale. Using this data, we can craft our syndicated audiences to cover many verticals and specialty categories.
For example, a Flashtalking client in the automotive industry can supercharge its campaign efforts. Experian has found that automotive advertisers build segmentation using four major data categories:
- Automotive
- Demographics
- Lifestyles and Interests
- Retail Shoppers: Purchase-Based
Directly within the Flashtalking platform, multiple syndicated audiences from Experian in each major data category specific to automotive are available that brands and agencies can activate on-the-shelf to reach consumers with targeted messaging and retargeting.
Experian and Flashtalking are future-proofing advertising
Together, Flashtalking and Experian will ensure advertisers can continue to deliver personalized, relevant, and impactful messages and experiences to consumers despite ongoing shifts within the data-driven marketing landscape, including the deprecation of third-party cookies in Chrome. This partnership offers greater access to audience segments built on privacy-safe insights with expansive reach, scale, and flexibility.
Connect with us to learn more about how you can access Experian’s syndicated audiences through Flashtalking by Mediaocean.
About Flashtalking by Mediaocean
Flashtalking unleashes the power of creative to make media work better. As the leading independent platform for personalization and intelligence across all marketing channels, our Creative Ad Tech bridges the gap between creative and media. We provide AI and automation to connect the silos between teams and deliver more efficient production, versioning, and distribution of creative. Our solutions operate at scale across CTV, Video, Display, Social, Native, Audio, DOOH, and Retail Media channels. As part of Mediaocean, Flashtalking is tied into the industry’s core ad infrastructure for omnichannel planning, buying, and billing. Visit flashtalking.com to learn more.
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Experian Marketing Services Consumer Expectation Index shows positive outlook for 2012 holiday season Today we released the newest Experian Marketing Services’ Consumer Expectation Index (CEI) analysis of the first half of 2012. As noted in the release, during the first six months of 2012 we reported that consumer optimism has reached an all-time high over the last four years, beating 2008 by 8 index points. The CEI provides us with unprecedented insight into our economic outlook by who we are; men versus woman, age, household income and employment status, to name a few of the 60,000 variables that we have access to. What’s most striking about today’s release is that optimism is up across the board among men and woman and all age groups; even the unemployed increased their economic outlook from an index of 87.6 to 88.0 from the first half of 2011 to the same period this year. As we approach the holiday season, the latest CEI figures indicate a strong seasonal performance for retailers. The CEI figure for the week of Sept. 3, 2012, (the most recent single week for which data is available) was 7.4 points higher than it was at the same point last year and higher than it has been heading into the holiday season since 2008. This holiday season also could be very good for brands and retailers with big-ticket items to sell Further, key consumer groups are even more optimistic. On Sept. 3, the CEI of those adults who made an online purchase in the past year was 2 percent higher than the national average and 8.1 points higher than the CEI recorded for online shoppers at this time during 2011. This holiday season also could be very good for brands and retailers with big-ticket items to sell, since the CEI among adults planning to make a big-ticket purchase hit 117.9 the week of Sept. 3, 2012, compared with 103.5 the same week in 2011 and 100.5 in 2010. In fact, a CEI above 100 indicates that consumers are more confident than they were during the base line period, which was the first half of 2004, years before the recession began. Perhaps it’s all the talk of the looming fiscal cliff that makes today’s release appear to be counter-intuitive. In fact searches for “fiscal cliff” increased over ten-fold comparing last week to the week ending November 3rd. However, if we look for what people were searching for using search term variations, the top searches were “what is the fiscal cliff” and “fiscal cliff definition,” showing that consumers are still learning what the fiscal cliff is and what it means for them. Hitwise "Fiscal Cliff" Search Term Variations Rank Search Term Percent Volume 1 fiscal cliff 48.07% 2 what is the fiscal cliff 6.74% 3 fiscal cliff definition 6.58% 4 fiscal cliff 2013 6.28% 5 obama fiscal cliff 2.83% 6 what is a fiscal cliff 2.40% 7 the fiscal cliff 1.13% 8 what is fiscal cliff 1.06% 9 fiscal cliff looms 1.03% 10 fiscal cliff defined 0.77% Note – data is for the 4 Weeks Ending November 10, 2012 Source: Experian Marketing Services As the population becomes more educated on the looming crisis, we’ll keep tabs on any resulting changes to consumer optimism, specifically which demographics are most concerned. Learn more about the CEI here.
It is time for us to polish off our crystal ball and give our predictions straight from consumers’ fingertips for the hot products of the 2012 holiday season. Gadgets will reign across many ages Tablets including LeapPads, Tabeos, iPads, Kindles and others will continue to be a popular gift this year, with more choices than ever. On the list of top product-related search terms driving traffic to the Retail 500 category of sites, Kindle Fire HD and Windows 8 top the list as new products. Additionally, Meep!, a child friendly tablet appeared in the top fifteen. Accessories for both phones and tablets will also be popular, especially as the variety grows for iPhone 5 and iPad Mini. A reoccurring favorite gift for the holidays is UGGs which shows a decrease year over year. However, another brand with a similar product is Bearpaw, which is in the top ten searches and has seen big growth year over year. Source: Experian Hitwise Dolls, video games and Furbys, oh my! To identify the popular toys for gifts this year, we researched product-related search terms driving traffic to ToysRUs.com compared to last year’s holiday season. We uncovered trends in the doll category, Doc McStuffins as number one on the list, along with the classic Barbie, which saw a growth in searches year over year. The Furby is making a strong comeback at the number two spot with a reboot and new features. Another trend here is tablets, from branded searches like LeapPad and Kurio there is also the generic term ‘tablets for kids’. In the video game category, the new Wii U that is debuting just in time for Black Friday and should be a big gift this year, along with searches for PS3 games and the Nintendo 3ds xl are all in the top 20 searches. Source: Experian Hitwise Keywords of the consumer to identify demand Beyond product names, it is important to understand the actual way people search, using key phrases and questions. Last year, for example, there was a lot of activity around ‘in-stock’ products, such as the LeapPad explorer, which was hugely popular and quickly sold out in many stores. Retailers and marketers should monitor this throughout the season and make sure to optimize for in stock if there is a popular product that they have available. Source: Experian Hitwise Consumers also focus on what is the ‘best’ – so we see search activity around ‘best place to buy’, particularly around electronics. Questions such as ‘where to buy a’ specific product are also common, such as ‘where to buy a kindle’. These phrases offer opportunities to boost search campaigns by considering how consumers phrase their questions to ensure to capture these searches. Source: Experian Hitwise Quick tip: In the retail category there will tend to be a lot of retail branded store terms but to keep up with holiday search behavior and help make analysis quick, create portfolios of branded terms to easily exclude those from a certain category. When you strip out all the variations of that term you are able to gain insight into product searches that are most popular to a certain site or category. For more insight on the hot product trends for this year from our Hitwise trend-spotters, watch our webcast.
The holiday season – a most wonderful time of the year for retailers – is underway and marketers are tweaking their campaigns for better customer engagement and enchantment. There are many channels in which to reach top customers and prospective customers, and the new holiday season is a great time to refine strategies and tactics to ensure success. To help marketers in their quest, Experian Marketing Services recently conducted a market research study and learned that email marketing trumped all other tactics as the most successful initiative during the 2011 holiday season. Of the 84.2 percent who used email marketing, 95.8 percent reported that their campaigns were successful. Ninety-three percent said they planned to increase or maintain the same level of investment for the 2012 season. In addition to email, the study showed that paid search and online display advertising were the next most successful marketing tactics of the 2011 holiday season, with 48.9 percent naming search and 34.8 naming online display advertising as extremely or very successful campaign tactics. Our internal experts are currently looking at real-time data around these and other marketing channels and will present what they’ve learned during a live webinar on Thursday, October 25th at 1:00 p.m. EST. This information should prove very helpful to marketers who want to improve their campaigns based on current trends and results. Register for the holiday webinar and you’ll receive all of the survey data in the form of a 2012 holiday marketing white paper. Here’s to a joyous and profitable holiday season!