Data-driven storytelling should be front and center for brands and agencies. That was clear from Resonate’s Storytelling event last week in New York City, where we spent the day with major brands and agencies learning how to use data to tell the most engaging stories to target audiences and teams of colleagues and leaders. Here […]
If political campaigns don’t have over-the-top (OTT) or Connected TV advertising in their plans for the 2020 elections, a huge opportunity will be missed. The OTT viewing audience is growing rapidly, and it offers a new and modern opportunity for political campaigns to reach a growing segment of voters. There are more video streaming service […]
When the IAB announced this year’s lineup of presenting media companies for NewFronts, observers noted not only who wasn’t there (Disney due to the timing of the 21st Century Fox acquisition), but also two first-time entrants: Walmart/VUDU and Target. These retail giants have well-known media offerings, but this move signals a greater strategic emphasis on […]
We love our moms 365 days a year, but on one special day in May, we all take the opportunity to show them how much we care about them, as we truly should. At Resonate, we’re celebrating moms by taking a deep dive into our Mom-related data. Moms are strong and powerful, especially when it […]
As an LSU student during the Shaq days, I have a great fondness for March Madness. A full month of excitement, friendly competition among friends and no shortage of games to watch. March Madness is also a great reason to enjoy some good drinks and snacks while watching the games with friends and family. Around […]
Companies were often hesitant to speak out on social issues, unless it was tax or regulation-related because they had nothing to gain and everything to lose. Their creative and messaging focused on the brand promise, product or service feature they were selling and that’s all consumers expected. Today, people want more from brands. It’s not […]
37.3 million U.S. consumers are planning to or could be persuaded to switch banks in the next year. This presents a massive opportunity for bank marketers to connect with current customers and prospective customers who could be on the fence. The key to more meaningful engagement is to have a deeper understanding of these switchers, […]
Before the digital age of media, print publishers conducted detailed surveys of their audience, which salespeople would use to sell ad packages to brands. With the rise of digital media and programmatic auctions, advertisers believed in the power of their first-party data, and publisher contextual and audience insights fell by the wayside. Thankfully, advertisers are […]
As marketers we’ve fallen into a pattern—marketing to entire generations as if every person in that group is the same, when they all have different interests, motivations and values. Do you know how different the older and younger segments within a generation are from one another? Take our quiz to find out and then pass […]
Publishers have access to a lot of first-party data about their audiences, including web behavior, app registrations and email sign-ups. While this is helpful, it doesn’t communicate an entire story to advertisers about their audiences beyond clicks and pageviews. It’s time for publishers to gain a deeper understanding of these consumers’ values, motivations and intent […]
Consumers these days belong to multiple loyalty programs–earning rewards for everything from their grocery runs to personal and business travel. But membership growth in loyalty programs has slowed down, signaling that people are losing interest in static rewards. With deep consumer insights, brands can give their loyalty programs the boost they need to retain current […]
In this age of the customer, acquisition strategies need to focus on creating stronger, longer lasting connections with consumers. And the key to more meaningful engagement is having a deeper understanding of today’s shoppers, including the values and motivations that guide their daily decisions. Here are three insights-driven steps for successfully reaching and engaging with your prospective […]
Third-party data is kind of like a C-list celebrity; it doesn’t have the best reputation. Publishers still need it to bulk up audience targeting efforts or for demo requirements. So that means data vendors must be able to show transparency and accuracy of its third-party data. Here are five questions to address with your data vendors: […]
Purchase segments from IRI, Kantar and others have been around for years, but their face value isn’t helpful unless you are using them in your digital campaigns. Resonate is making these purchase segments more insightful and actionable by overlaying our 12,000 insights like psychographics, values and purchase behaviors, or what we call the Human Element. […]
As marketers, we’ve developed a really bad habit—speaking to whole generations as though every person in that segment is the same. But we know that not all baby boomers are created equal. While baby boomers have the most commonalities of all the generations, there are important nuances to consider in your marketing plans. Let’s look […]
Many of the targeting strategies used by today’s marketers fall into “the uncanny valley,” a phrase coined by Masahiro Mori over 40 years ago to describe the strong aversion people feel when observing a robot or computer-generated image. Marketers aim to deepen the emotional appeal of their communications, but these attempts have used proxies of […]
How well do you know one of today’s youngest generations? Aside from their love of iPhones and Instagram, how do you know if you’re connecting with them effectively? Generation Z is considered one of the most intriguing generations, even though they’re no more than 20 years old. The Resonate platform revealed several interesting insights about […]
One of the most common ways personas are segmented in marketing is by generation. But there are distinct nuances within age groups that marketers should consider when developing their strategies for reaching certain consumers. Generation X is one of the most perplexing generations. Despite being the smallest in numbers, its older segment, ages 46-53, couldn’t […]
Another brand has us talking yet again about its role in societal debates. This time it’s Gillette and its ad focused on the Me Too movement. Consumers are definitely lining up on one side (supporting Gillette and its message) or the other (banning the product for portraying all men as villains). Gillette has yet to […]
How well do you understand today’s consumers beyond gender, age and other demographics? As marketers, we often try to reach entire generations with the same message. But do you think all millennials shop the same? Do they all have the same decision drivers? We compared younger millennials to older millennials and found some stark differences […]
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