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新闻 Release: What the Rio Olympics Can Teach US Marketers about Targeting Sports Fans
Consumer Persona, CA88’s Programmatic Data Solution, Reveals Targeted US Olympic Fan Audience
路透波士顿8月. 24, 2016 /美通社/ - CA88, a leading global programmatic media company that partners with brands and 机构 on custom programmatic advertising solutions, today released new on-line behavior data analysis on US sports fans of the Rio Olympics. Powered by CA88’s proprietary data science solution — Consumer Persona — the study reveals key differences between general and target sport audiences. For example, consumers who are rugby fans and skiers are 154.23% more likely to be fans of targeted and less mainstream Olympic sports. 对营销人员, 这些发现证明了错失了机会, and underscore the importance of leveraging advanced programmatic targeting technology to better reach an audience.
The Rio 2016 Olympics garnered the attention of millions of Americans this summer, 和更多的 people than ever went online to take-in the sporting extravaganza. Naturally, marketers have been trying to target US Olympic sports fans as consumers. 但根据CA88的新数据分析, marketers probably don’t really know this audience because they target them as one group.
“This is a classic marketing mistake,” said Alan Osetek, CEO, CA88. “Marketers try to use programmatic to target a distinct group of consumers – such as US Olympics fans – but they do it with a broad-brush stroke, 并将目标受众视为一个大群体. 换句话说, 他们没有考虑到行为上的差异, 利益, and 的态度 that can create important segments within an audience. Our advanced targeting technology enables marketers to drill-down into their core target audience and uncover new key segments, 这样他们就能更好地了解自己到底是谁.”
帮助品牌, 机构, and marketers better understand the importance of using advanced programmatic targeting technology, CA88 leveraged their proprietary data science solution – Consumer Persona – to examine the online audience behavior of US Olympic sports fans. Their efforts revealed that the US Olympic sports fan audience is comprised of at least two key segments with vastly different 利益, 的态度, and behaviors: General Olympic sports fans and Targeted Olympic sports fans.
Knowing the differences between these segments should be meaningful to marketers. 例如, the General Olympics sports fan segment tends to watch mainstream Olympic sports such as swimming, track, 和体操. They also tend to be politically active value shoppers who like to cook at home. 另一方面, the Targeted Olympic sports fan audience segment has an affinity for lesser-known Olympic sports like rugby sevens. These consumers are typically new parents with a military affiliation who like to buy prepared meals. More details on the attributes commonly shared by each of these audiences are listed far below.
Osetek继续, 在一天结束的时候, marketers are leaving money on the table because they are using outdated programmatic technology. Our custom data science solution enables brands to drill-down into audiences with tremendous granularity, 发现关键部分, 并实时动态地瞄准它们. Doing exactly that will help them drive performance, extend reach, and boost efficiencies.”
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CA88, 全球节目媒体先驱, partners with the world’s leading 机构 and brands to provide customized and scalable programmatic media solutions. 由富有洞察力和可操作的数据科学提供动力, CA88的显示, video, 移动, and social solutions are delivered through a world-class service offering. 公司技术平台先进, 其中包括一个数据管理平台(DMP), connects brands with relevant and unique audiences by activating first party, 第三方和它自己的专有数据. 总部位于波士顿, CA88在巴塞罗那有办事处, 波哥大, 秘鲁首都利马, 伦敦, 马德里, 墨西哥城, 米兰, 蒙特雷, 智利的圣地亚哥, 圣保罗, 在美国各地.S. 欲了解更多信息，请访问www.www.voguetrimmings.com或在Twitter上关注该公司@CA88_US. CA88是一家ispDigital集团公司.
ispDigital is a technology-based marketing services holding company driving innovation and solutions at the intersection of earned, 自有和付费媒体. 一起Acceso(获得), Antevenio(拥有), and CA88 (paid) provide cross channel and cross device, 闭环营销CA88. 总部设在波士顿和巴塞罗那, ispDigital在巴西设有办事处, 智利, 哥伦比亚, 法国, 意大利, 墨西哥, 巴拿马, 秘鲁, 西班牙, 联合王国, 和美国. ispDigital is majority owned by Inversiones y Servicios Publicitarios (ISP), 一家由Rodés家族全资拥有的投资公司. 欲了解更多信息，请访问www.ispdigital.com.