The Anatomy of an Auto Shopper, helps marketers go beyond traditional insights, taking a people-based approach to understand who’s really behind the wheel. From how auto shoppers conduct research before buying to what TV shows they watch and how much they spend at Walmart, this research digs deep into the unique spending and lifestyle habits of the U.S.’s four biggest auto consumers.
Demographic data has been the cornerstone of retail marketing for decades, but in order to increase advertising effectiveness and drive revenue, retailers have to consider the behavior of their consumers to drive their marketing strategies. Viant’s VP of Research & Analytics, Rick Bruner, lends his perspective on how brands can attract the biggest spending customers by going beyond demographic data.
“By further joining forces with Viant, we are helping advertisers tap into consumers that were previously difficult to target before the connection between the platforms,” stated Anne Doherty, Senior Vice President of Sales, Acxiom’s Audience Solutions division.
“We’re seeing marketers combine traditional advertising channels with smarter data for a better understanding of ROAS [return on advertising spending], and improved planning and execution for future campaigns,” Viant’s CRO, Jeff Collins, told Food Dive. “With new forms of deterministic data out there today, marketers can connect the dots to gain a more complete picture of an individual’s shopping preferences and media consumption.”
Time Inc.’s total ad revenue last year was up 3% to US$1.71 billion compared to 2015. That was despite a 10% dip in print advertising revenue for the fourth quarter of 2016. But thanks to the purchase of Viant, Time experienced a 55% growth in digital advertising revenue to over US$500 million, with US$166 million of that alone coming in the December quarter. Time said the increase was mostly driven by programmatic ad sales.
With TV ad spending totaling $70.60 billion in 2016, one of the biggest challenges facing advertisers is how to maximize the potential of their ads and get the best ROI. And with the influx of Smart TVs on the market that have this technology installed, ACR is gearing up to play a major role in driving that ROI. Viant has issued a whitepaper, An Introductory Guide to TV ACR Technology, that will help you get up to speed.
ACR stands for automatic content recognition. It’s in phone apps like Shazam that can identify any song in seconds. It can identify videos, as well, and it’s increasingly important to video marketers. To spell out why, advertising technology company Viant (which is owned by Time Inc.) has released a guide spelling out everything marketers need to know.
Which TV shows are most popular across different household incomes? And what shows prove more popular in certain income groups Business Insider partnered with Viant, a Time Inc.-owned advertising technology company, which analyzed viewing on smart TVs and cross-referenced that data with credit reporting company Experian to find the shows that indexed the highest in the following household income levels: less than $50,000; $50,000 to $75,000; $75,000 to $125,000; and more than $125,000.
Viant, a unit of Time Inc. says that it has the inside track on connecting which viewers are connected to which other devices. It’s just put on out an Introductory Guide To TV ACR that gives a pretty good overview of where the business of that kind of advanced measurement and tracking is going.
Time Inc. sees three key areas providing organic digital growth: native, video and “third-party digital” – its programmatic tech. By acquiring Viant and Adelphic, Time Inc. has been able to spur digital growth. Digital advertising revenues grew 63% in the fourth quarter. Without Viant, it would have grown just 15%.
Luxury car drivers do not behave the same way as drivers in other segments when they are off the road, according to Viant’s new report, The Anatomy of an Auto Shopper. “Retail habits can often surprise even the most seasoned advertising professional. It definitely pays to do your homework here,” says Viant CMO Jon Schulz. Viant’s report goes beyond retail habits, covering make/model/brand affinities as well as TV and CPG habits of auto shoppers.