2016 BPI Vantage Product Updates
Bully Pulpit Interactive launched Vantage in 2015 to measure the difference between what is engaging and what is persuasive online. Since then, Vantage has been leveraged by dozens of clients and won industry awards. Vantage has answered some of the biggest questions facing marketers and upended the digital metrics traditionally available to measure the ROI of persuasion campaigns.
Today, we are excited to share a few product updates to our Vantage platform.
And it is no coincidence that we are rolling out these product updates to our Vantage platform during a hyper-competitive election season. It is critical that voters get the right message by medium delivered on the most relevant platform to them. Vantage tells us why our audiences are moved by a message and how much they’ve moved – a critical component as campaigns decide where to spend each marginal dollar.
While it has been possible to target voters on a 1:1 basis in the past, with our latest product updates we have enhanced our ability to reach voters across all of their devices, measure what advertising is truly having an impact, and minimize any wasteful advertising.
Below are the following product updates to the Vantage platform:
1. New survey unit design drives higher response rates: New survey units have been designed and tested to drive higher response rates. In early testing, the new survey units nearly doubled average response rates and allowed Vantage creative, impact and channels tests to measure even smaller, more targeted audiences.
2. Demographic analysis + weighting: Vantage was initially able to measure which types of advertising move our audiences the most in terms of message, channel or creative – but not by demographic. Now, we can track how specific audiences are most receptive to our campaigns, and connect those recommendations to an overall strategic campaign point of view to make recommendations for pairing specific audiences with the tactics that move them the most – which no other paid media tactic can do.
3. People-based buying and reporting: We helped pioneer individual targeting at scale in the 2012 election and grown these capabilities since to improve match rates, target across multiple devices, and leverage higher impact ad formats. However, while it’s been possible to target specific people, it’s been virtually impossible to measure how many times a person has seen an ad across all of their different devices. This election cycle, we’ve integrated new datasets into our buying and reporting platforms to measure precisely how many times a specific person – not just a target – sees a message across their laptops, desktops, and mobile devices. This tells us if our audiences have consumed enough impressions to be persuaded by our campaign. This also helps to match online efforts to offline actions such as voting.
4. Optimize frequency for persuasion: We know audiences consume media at different rates. Some people spend all day online, while others are harder to reach. And, our testing shows that different frequencies are necessary based on the complexity of the message advertisers want to deliver. Now, BPI can set target frequency thresholds based on a specific individual’s media consumption, as well as the type of persuasion we need to achieve. So far, we’ve found that:
– Message Retention: Requires an initial frequency push, but can become wasteful over time.
– Issue Support: Internalizing a message to influence decisions has a high floor.
– Favorability: Requires a high frequency, but may be vulnerable to message attrition.
It is not simple to buy media in this way – while almost every advertising platform has a “frequency cap”, or a limit on the amount of media a person can see, almost none have “frequency floors”, or the ability to deliver a minimum amount of media to each person. To achieve this, we built two internal tools:
– Predictive Media Calculator: It’s not just about how many voters you can match online – but how many you can find and deliver media to. By analyzing billions of media impressions over the last 12 months, we can accurately predict – based on specific media formats and channels – precisely how many people we can reach with a critical frequency of impressions in a specific timeframe. This helps us build media plans that we know will persuade our audience.
– Trafficker: Buying media along a specific frequency curve – and ensuring that we are able to deliver messaging to hard-to-reach folks online – takes a lot of time and resources. While a “standard” campaign may have a dozen targeting line items, a campaign properly optimized for frequency will have hundreds – if not thousands. We’ve built a tool to automate that setup, meaning that every one of our campaigns – both large and small – can benefit from the best practices in digital advertising.
Thank you for reading about our product development work to truly answer the big questions in digital marketing.
Let us know if you have any questions or comments.