Marketers Can Now Target Digital Ads Based on Proprietary Offline Word-of-Mouth Advocacy Segments Opens Door to Unlock a Powerful New Social Channel
Engagement Labs, the industry-leading data and analytics firm that specializes in offline and online social data and intelligence for brands and companies, has announced a new alliance with Dstillery, the leading custom audience solutions partner for agencies and brands. The partnership opens the way for marketers across a wide range of categories to better target word-of-mouth influencers.
In today’s consumer environment, advice from friends and family is acknowledged to be the most important and trusted source of information, proven to drive sales and other business outcomes. Engagement Labs has demonstrated that offline data (word of mouth) is distinct from social media – both larger in volume and with even greater impact. To date, marketers have not had a means to digitally target offline WOM influencers as a complement to their social media. TotalSocial data allows brands to identify and target brand influencers, advocates and ambassadors, in addition to competitors.
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The data partnership fills that important void. It is based on the integration of proprietary data about offline word-of-mouth based on the Engagement Labs TotalSocial® data and analytics platform, matched to Dstillery’s AI-based anonymous consumer database. The segments cover the full range of consumer categories from CPG brands in food, beverages and household products, to highly considered purchases such as technology, telecom and automotive, as well as financial and travel services. The audience targets made are made available through Dstillery and programmatic ad platforms.
“This is an important new opportunity for our clients and brands to reach a vital segment of consumers who are already talking about their brand and category, to drive advocacy that will amplify their messages and accelerate sales,” stated Ed Keller, CEO of Engagement Labs. “As a firm that prides itself on innovation, we are thrilled and proud to be associated with Dstillery with their impressive data offering of incomparable speed and flexibility. This partnership widens and builds our targeting capacity to help our clients to further enhance and galvanize their word-of-mouth strategies.”
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“Our clients are highly interested in reaching powerful, new-to-market audience segments that will enable their media buying to be more efficient and effective. Word-of-mouth advocacy is of great interest,” said Peter Ibarra, Director Strategic Initiatives at Dstillery. “We recognize that Engagement Labs is a leader in consumer conversation data. Combining our data and technologies provides marketers and advertisers access to a new, highly valuable set of audience segments so they can prosper in our highly connected marketplace.”
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