26th October 2017  |  

Don’t judge an audience by its cover

We recently hosted a bespoke session alongside IAB on our new planning tools, as part of the UK Digital Upfronts series.

Planners, strategists and clients from across the industry attended our tailor-made presentation at Imagination to hear all about the real time data tools we are now using to inform campaign ideas and partnerships.

As Mail Advertising reaches 71% of the UK population every month, we are already in a strong position to help marketing strategists engage their target audiences. We are also currently evolving into an organisation that provides audience insights and content analytics. Leading this charge are our three new insight tools – Pulse surveys, Audience Profiler and Trending Topics which respectively help our advertisers survey, analyse and spot trends.

Mail Advertising’s Head of Marketing and Creative, Ryan Uhl, kicked off the IAB Upfronts session by urging advertisers to bear in mind human psychology and bias, at all times. Warning of the echo chamber online, he said that these tools can help marketers to avoid ‘judging an audience by its cover’ and thereby coming to inaccurate conclusions.

He also urged the audience to ‘challenge preconceived ideas and identify real passions and interests’, adding; “Our print and digital brands tap into the British public and cater to a broad range of people.”

Uhl then introduced to the stage Bedir Aydemir, Product Marketing and Insight Director at MailOnline, to showcase its latest analytics tools.

“We want to pivot as a business to become a strategy and insight resource.The industry as a whole is looking to move away from lazy stereotypes,” adding; “We hit every type of person with every type of content.”

Pulse Surveys offer ‘always on’ surveying of MailOnline’s audiences in order to enable advertisers to find out what certain groups of people feel and think about any given topic. We can write up a survey and send results within 48 hours. We’re not reliant on a panel and we can really get under the skin of a group. All that is required is three to four questions and we serve them out that day. Typically we get 500 responses in a matter of hours.”

Audience Profiler enables advertisers to build rich portraits based on what people are doing on MailOnline. Planners can choose one of 400 audiences or build a customised segment.”

Trending topics is the newest tool. It offers targeting opportunities which clients can tailor to a specific vertical, interest, topic, or trend. Other publishers are also coming to market with this type of tool, but for us it’s a bit different as you start by defining the moment that matters to you and we set up an alert system.”

The final part of the session was led by Lauren Dick, MailOnline’s Head of Emerging Platforms, and she urged the audience to focus on building ongoing relationships, where possible. Christophe Castagnera, Head of Connected Experiences at Imagination Technologies, joined her onstage to outline how this can be done. He pointed, by way of example, to an event produced for Jaguar to launch its first SUV, the F-PACE, which involved the car doing a huge ‘loop the loop’ roller-coaster style: “You can’t fake an event.  If it’s boring nobody comes” he said. “Partnering with media channels can allow this type of spectacle to go much further. You can continue with a longer burn of conversation.

“Design experiences around insights; and then work backwards,” was his advice.

To find out more about our bespoke insight and planning tools or to see the presentation in full, contact Ryan.Uhl@mailadvertising.co.uk