Happy Canadata Day!
There are definitely perks in working in the advertising industry, but one of the most interesting is that we can test first- hand the future.
The industry is moving so fast, there is no other way but to change fast and adapt fast. Who was talking about programmatic five years ago, or three years ago? Who heard about data in 2012? Now everybody is in frenzy of collecting and storing data from as many sources as possible.
But what is data or audience targeting, and what is the type of data we test and use in advertising?
Audience targeting is the ability to leverage user interest and intent-based data to deliver relevant display ads to particular audiences only – those with higher purchase intents.
Data can come from online, offline or location.
- Online data is generated by cookie, small pieces of code that connect with the internet browser and capture user behavior on the web.
- Offline data is data that any user is giving away when subscribing for a newsletter, on-boarding to a platform, signing in to a web-based community etc.
- Location data is data transmitted by mobile phone and in general has the form of a longitude and latitude combined with a device ID, thus placing a user at a specific offline location.
Mediative started collecting data from own and operated websites in 2012, and we were probably one of the first agencies in Canada to use a data management platform (DMP). We had time to test, play and change the way we collect and manipulate the data.
Today we own one of the most powerful Canadian-only data sources – websites that we own and we represent. Having the capacity to combine intent data from yp.ca with retail data from Walmart or Best Buy puts Mediative in a unique position. And this is how ‘Mediative Audiences’ was built.
We are transparent in the way we collect and use data. Consumers today are ‘always on’, interested in relevant messages and engaged with their digital experience. They also penalize advertisers by not engaging with the advertising message if it is not tailored to them.
Mediative Audiences is 100% Canadian, real people searching for Canadian products and services, thus giving advertisers access to real Canadian shoppers who have shown interest or intent in buying a particular product or service.
The granularity of our data allows us to optimize in real-time against best performing segments.
Did you know…?
A Microsoft study (Microsoft Digital Trends 2015 – The Evolution of Digital Consumer) shows that 46% of Canadian consumers are more likely to purchase a product when the message is relevant and tailored to their needs.
What categories we target
Mediative Audiences leverages the following categories:
- Example: auto parts and supplies, renting and leasing, repair and service, tires.
- Household Appliance
- Computers & Accessories
- Example: agencies and bureaus, professional services, environment, manufacturers.
- Construction & Renovations
- Example: Electrical repairs, consumer electronics, cameras and camcorders, TV and Home Theatre, Vacuums and floor care etc.
- Example: Childcare and day care, games and toys, family and community, car seats, strollers.
- Finance & Insurance
- Example: Accounting services, tax preparation, banks, debit and credit, Insurance agents.
- Food & Dining
- Example: Restaurants, bars and pubs, food services.
- Grocery & Convenience Stores
- Health & Personal Care
- Example: Pharmacies, mental health care, cosmetics, vision care, dental care.
- Sports, Entertainment, Hobbies & Recreation
- Example: Arts and entertainment, spas, health and fitness, musical instruments, bikes, games and puzzles, sporting goods.
- Home & Garden
- Example: Furniture, Outdoor Living, Lawn & Garden, Home Improvement & Remodeling
- Example: Attorneys & Lawyers, Notaries
- Office Supplies
- Example: Stationery & Office Supplies, Packing & Shipping, Paper
- Pet Services and Supplies
- Example: Pet Foods, Pet Grooming, Veterinarians
- Example: Homes for sale, moving and storage, home security
- Example: Barbers, flowers, housecleaning, beauty salons.
- Example: Clothing and Accessories, furniture, jewelry, girls’ apparel.
- Telcom & Mobility
- Example: Internet providers, cell phones, tablets & accessories
- Travel & Hospitality
- Example: Hotels & Lodging, taxi & limousine, gas & oil.
- Wedding Services
- Example: Flowers, barbers, reception & banquet facilities, jewelry
- French Canadian data
- Example: Agriculture, Fishing & Forestry, Inferred HHI, ROS
How we use Mediative Audiences
There are two models to access Mediative Audiences: the direct client model when an insertion order is submitted and a full service is provided, or through Agencies Trade Desk who now can access our data programmatically through INDEX.
HAPPY CANADATA DAY!