Traditional market research methods often reach their limits when it comes to describing the target group. Traditional target group descriptions are often limited and there is a gap between the strategic definition of the target group and its actual implementation in media activation. This is exactly where NEO Audiences comes in.
NEO Audiences closes this gap by using AI-supported audience analysis based on over 7 million digital footprints and more than 70,000 attributes. The algorithmic analysis and segmentation deliver results that provide a comprehensive picture of the digital landscape. This enables a detailed description of the target group, including their affinities and media usage, as well as the derivation of narrative elements at segment level. An automated comparison with DSP data ensures that activation takes place without transfer losses.
Our use case with Catrice
For Catrice, the first step was to examine the status quo of the target group, distinguishing between interested, undecided and uninterested. In addition, a conquest target group was identified, consisting of users of cosmetic products who have a high affinity to the competition but a low affinity to Catrice. Subsequently, overlaps between the conquest target group and the Catrice target group were analyzed with regard to products such as serum, lipstick and foundation.
The analysis revealed a strong heterogeneity within the target group, which is why an algorithmic segmentation was carried out. This led to the identification of several clusters. A precise allocation of planned communication topics to these segments enabled effective planning of the topic messages for the respective target group.
The use of NEO Audiences paid off directly in terms of activation and led to impressive advertising results:
+100 % ad recall (compare with the interest-based target group)
-60 % costs for the ad recall lift (compared with the interest-based target group)
A really great case that impressively conveys the possible applications of AI-supported target group analysis and the resulting activation in creation and media.
A big thank you to cosnova for the great cooperation and the wonderful presentation at OMR 2024 on our joint case.
You would like to know more about NEO Audiences? Just get in touch with us.
