Join us Oct. 15-17 in Phoenix to connect with top media buyers
Audience targeting can feel like searching for a “moving needle in a haystack,” R/GA’s Dan Fradin admits. The problem is even more frustrating when you keep getting outbid by your competition. In his Tech Talk at last week’s Digiday Retail Summit, Fradin discussed making smaller budgets work harder by out-smarting the competition with R/GA’s Responsive Media System.
Citing a case study for client McCormick, Fradin set up the problem: “Gourmet moms” were a much sought-after, expensive audience. The solution? Through a medley of social and data science (“algorithmic matchmaking”), R/GA was able to discern that those Gourmet Moms were also avid fans of… Coldplay and Ryan Gosling. Targeting these fan communities allowed R/GA and McCormick to reach the same audience but for a third of the cost.
More from Digiday
Publisher alliance Ozone makes a larger play for U.S. advertisers
Publisher alliance Ozone is on a growth tear in the US and plans to expand its local headcount to 50 people next year.
Advertising Week Briefing: Podcast industry juggles using AI tools with maintaining medium’s intimacy
AI is having a transformative impact on content and advertising, and the audio space is no different.
Future of Marketing Briefing: Sora’s promise — and peril — for the creator economy
Yes, this is another Sora story. But this one’s less about the tech and more about what it’s doing to the people behind it