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International TV Channels Have Untapped Audiences Waiting for Advertisers

Many international TV channels have traditionally focused purely on affluent audiences when pitching to advertisers.

But while the channels continue to be highly effective at targeting these affluent audiences, our recent study with the International Television Research Group (InTV) shows there are millions of highly valuable consumers who fall outside the top income segment, and are yet to be marketed to.

In short, there’s a much broader pool of potentially untapped audiences that have been overlooked by advertisers.

The study, conducted among over 120,000 European internet users aged 16-64, shows that centering media planning and advertising around only the most affluent consumers is a limiting, and potentially outdated, strategy.

Who are these consumers?

Many of the characteristics that set affluent consumers apart also hold true for viewers of international TV, but prosperity isn’t the only thing that makes them different.

The research found this group has its own set of characteristics and attitudes, independent of income.

Comparing frequent viewers* of international TV channels with non-viewers across a wide range of data points, we explored everything from their self-perceptions and lifestyles to their device ownership and receptiveness to advertising.

Frequent viewers were revealed to be a very different audience to non-viewers, but wealth wasn’t the major driving force behind these differences.

When controlling for income by looking at frequent viewers both inside and outside the top 10% income group, we saw the same pattern repeated. That is, the frequency of viewership affected their behaviors more than their relative affluence.

Frequent viewers are different in their own right. Here’s how:

1. They’re more career-oriented and aspirational.

Frequent viewers of international TV channels are a driven audience who strive to be successful in their careers and life.

65% say they’re career-oriented, compared to just 36% of non-viewers.

This holds true even after controlling for income: affluent frequent viewers are twice as likely as the most affluent non-viewers to fall within our ‘Aspirational’ segment –  encompassing those who think money is a good measure of success, who push themselves to be the best they can be in life, and who attach importance to gaining new skills and seizing opportunities.

2. Frequent viewers are more receptive to advertising.

One of the most telling findings in the study is that advertising receptiveness is associated with viewing frequency, rather than affluence.

Frequent viewers are twice as likely as non-viewers to buy the products they see advertised.

This pattern holds true regardless of income.

For example, 42% of the most affluent frequent viewers describe themselves as receptive to advertising, which compares to just 17% of the most affluent non-viewers.

In fact, frequent viewers both inside and outside the affluent group are more likely to discover brands or products via all types of ads we track –  reaffirming the importance of looking beyond just affluence when media planning.

3. They’re brand conscious and buy premium.

Just like the broader affluent audience, all frequent viewers of international TV channels are considerably more likely to value premium brands than non-viewers.

It’s logical that the wealthiest frequent viewers are ahead here – 60% say they’re brand conscious – but what’s telling is they’re also some distance ahead of the wealthiest non-viewers (on 40%).

The differences between the two audiences are especially pronounced in the UK (51% vs 29%).

This is in line with the finding that frequent viewers are an image-conscious audience who buy into brands that boost their social standing and help them feel respected by their peers. It’s for this reason they’re more likely to have the latest tech:

Frequent viewers have been quicker to adopt devices like smart TVs and smartwatches, both inside and outside that top 10% group.

18% of affluent frequent viewers have a smartwatch, for instance, compared to just 6% of the affluent non-viewers.

4. Frequent viewers are more engaged with all media – especially social.

It’s not just TV that’s important to frequent viewers. They’re more likely to be consuming all the types of media we track. Almost half spend more than two hours a day on social media, for example, compared to just a fifth of non-viewers.

This spells big opportunity to meet this audience across a variety of channels, especially social media which is seeing more and more developments around TV content and broadcasting.

Look beyond just the top income earners and there’s an attractive and premium audience waiting for advertisers.

Deep diving into this audience for the first time shows that the international TV industry has potentially undersold its audience. Beyond the top 10% of income earners exists a large and premium audience that could appeal to a much broader set of advertisers.

While affluent brands will remain key going forward, looking beyond this narrow lens of affluence will allow the industry to tap into these potentially lucrative audiences.

*Frequent viewers are defined as internet users aged 16-64 who watch any of the international TV channels at least twice a week.

International TV channels included: BBC News, Bloomberg Television, CNBC, CNN, Euronews, Eurosport, France 24, National Geographic Channel, Sky News and TV5Monde.

Why Brands Are Moving Audience Research In-House

This year, the spotlight is on the agency. Leading brands have conducted various studies asking questions, demanding more input into the marketing decisions typically made on their behalf.

In a bid to ‘take back control’ of their budget and output, these brands are re-evaluating their approach, cutting their spend and refocusing their investment in-house. This is a shift that many saw coming.

Spend in digital advertising is growing at a phenomenal pace, increasing by 23% in the first half of 2017 alone.

But despite huge investment being pumped into digital, many are still struggling to see the return.

This comes down to a number of factors fuelling a massive shift in the marketing landscape, ultimately forging a new relationship between agencies and brands. Here’s why.

1. Consumers have changed, and brands need to too.

Today’s consumers are nothing like those of ten years ago:

  • They’re buying more online.
  • They’re proactively researching products.
  • They’re critiquing the brands that target them, often through social media.
  • They’re choosing products and services that reflect them.
  • They’re blocking the marketing they don’t want to see.

Consumers expect more personalization, more authenticity, more relevance from the brands they buy from.

To measure up, it takes getting to know them – from where and how they spend their time, to what gets them out of bed every morning and what qualities define them.

Reaching your target segments no longer means turning to media agencies to distribute investment effectively across the dominant channels.

Taking audience research in-house means investing in your understanding of your target consumers; splintering your media, content and creativity according to their behaviors, and shaping these to fit your various micro-audiences.

In short, it means taking more accountability for your targeting.

For brands, audience research methods have gone far beyond the likes of focus groups, for instance. Through advanced market research, brands have an opportunity to dramatically improve their targeting.

2. In the digital world, insight is everything.

Consumer insight has always been central to brand positioning and marketing strategy.

But today, it’s taking on a whole new role within the marketing agency and brand teams.

Traditionally a lengthy process involving several arms of external research, uncovering an actionable insight took time and resource.

And with the added challenge of juggling several different data sets with varying methodologies; the data was not only time consuming, it simply wasn’t adding up.

But in the digital world, insight into the target market and the consumer is everything.

Today, every forward-thinking brand knows consumer-centricity is key – something that can only be achieved by putting deep insight in the driving seat.

Today, every forward-thinking brand knows consumer-centricity is key.

Insight is becoming ingrained in every action, every decision, every idea – guiding everything from brand positioning and strategy to digital advertising, content, PR and beyond.

Brands are taking large scale audience research in-house to get straight to the insights that make a visible difference, because complex technology is making it possible and easier to reach a new audience, or optimize their existing reach.

3. Technology is paving the way for a new brand.

We live in a real-time economy in which time is money. When it comes to marketing, this has never been more true.

Reaching (and responding to) consumers at that critical moment and touchpoint in the consumer journey is crucial to cut through. But when the insight, the strategy and the effort sits externally, being this reactive is a challenge.

Disruptive technology is empowering brands, giving them more control, more knowledge and more visibility than ever.

Delving deeper with research across various mediums into the ‘blind spots’ of their target audiences that were previously off limits – they can find out everything they need to know, when they need to know it, to ensure they’re investing the right way.

Solutions like GlobalWebIndex are making ‘instant insight’ a reality – enabling marketers to streamline their processes, align their strategies, and improve their effectiveness in targeting the online audience (as well as the offline audience, by connecting social media channels with tv channels in the user journey, for example) – something they simply couldn’t do before. 

This new, data-empowered brand making its way to the fore is one that takes more responsibility for, and ownership of, its strategy, demands more visibility into how its spend is allocated, and invests more in strategic thinking and creative talent. And it’s an approach that pays.

4. Strategic thinking is making a comeback.

These major shifts in consumer behaviors have left marketers with a new set of priorities. Coming out on top is the move from tactical to strategic.

Over the past few years, in a bid to keep pace with a high number of fast-moving trends, the focus for many has largely been placed on tactics, short-term wins and real-time data.

In turn, strategic thinking forged by real research, deep segmentation and refined targeting took a backseat.

Leading brands are now turning back to the fundamentals of strategy, having realized the overarching need for strategic thinking versus tactical immediacy.

To do this, they’re taking robust, reliable and up-to-date consumer data in-house that enables them to infuse consumer-centricity in their strategy from end to end; telling them who to target, where to invest, what to measure and how to optimize.

5. Agencies and brands are working to their strengths.

But this shift in the balance of power that’s giving brands more control doesn’t mean agencies are losing importance. Agencies will always be essential to brands for their expertise and creative talent, but the way they work together is changing.

This new relationship means agencies and brands collaborating even closer, working together to establish a new dynamic.

It involves distributing workloads between them in a more strategic way that offers brands the transparency and control they demand, while enabling agencies to work to their strengths.

This way, brand expectations can be managed more effectively and results are far more achievable.

One fundamental step in this process lies in formulating a harmonized view of your target audience, starting with the use of reliable and consistent data.

Brands need to learn from the agencies they invest in, leveraging the tools at their disposal to put this into practice.

In today’s overcrowded landscape, you not only need deep consumer insight, you need deep insight you can trust.

Why We’re Opening a New Office in Greece

We recently rolled out our brand new strategy, set to take us to 2021. This includes some very exciting and ambitious plans that, based on forecasts, will lead us to increase our employee headcount times 10 over the coming years.

To get there, we need access to a vast pool of world-class talent, which means looking beyond our existing locations of London and New York.

That’s why I’m delighted to announce we’re opening an office in Athens, Greece.

This is a move that has absolutely nothing to do with Brexit, and everything to do with a much more present and demanding challenge: finding the right talent in engineering and data science.

Why Greece?

It’s essential to have first-hand, local knowledge of a market and I’m lucky enough to have that insider view thanks to my Athenian wife, Ioanna.

Ultimately, it was spending time there that made me realise the incredible potential that Greece, and particularly Athens, has to offer.

Of course, it’s not without its challenges, and in the crisis GDP in Greece declined by a staggering 25% and unemployment is still over 20%.

But where there are challenges, there are opportunities – which in Greece’s case, dwarf any hurdles. Here’s why.

1. Education

Education levels, particularly in technical subjects such as engineering, maths and statistics are extremely high and every candidate we see is educated to masters and often doctorate level.

This is evidence of a strong educational core that delivers highly-skilled employees.

And the numbers prove it; Greece is top of EU rankings in tertiary education enrolment, and is in the top 10 in terms of availability of scientists and engineers.

2. Language

The English language is universal and most interviewees from Greece have studied or worked abroad.

This removes the language barrier and offers a platform of shared experience, making a unified culture possible.

3. Brain Drain

The economic crisis has driven a lot of Greek talent abroad, but many are keen to return for the right reasons.

Since 2010, over 130,000 university graduates have left the country, according to a study funded by the London School of Economics.

The same research also reveals that 40% of these emigrants have either masters degrees or doctorates, or are medical or engineering graduates.

Today, you’ll find many Greek engineers and data scientists at the likes of Amazon, Facebook, Uber and Ebay.

But many would return for the right opportunity and salary, the prospect of a better quality of life and the chance to play their part in a success story with an international company they can trust.

4. Market Size

The other key benefit is that the market is smaller, more connected and less competitive.

People tend to know each other, which often makes hiring through referrals a lot faster. It also makes it easier to stand out from the crowd if you build your employer brand in an honest and accessible way.

Some of this potential is already showing through in a startup scene that’s now starting to accelerate.

Local successes like Workable, Beat and Pollfish are generating excitement and companies like Oracle, Apple and Tesla are showing an interest.

Ultimately, investment in growth and job creation is great for Greece. We want GlobalWebIndex to be a home for talented Greeks and people who want to live and work here seeking an exciting career and who want to play a role in the economy’s turnaround.

Moving beyond barriers

Contrary to popular belief, the biggest hurdle in setting up is not red tape or bureaucracy.

The process to incorporate was very similar to other countries, with translation posing the only challenge. (In fact, it was easier and more straightforward than incorporating in the U.S.)

The biggest barrier is tax. Tax rates are severe in terms of employer national insurance contributions, a situation compounded by post-crisis solidarity taxes.

If the Greek government is serious about investing in job creation, building wealth and moving people out of the black economy into payroll jobs, this is one burden that needs to be addressed.    

Despite this, I’m excited to see what we can build here as the reward for hiring Greek engineers is quality, commitment, hard work.

The huge potential has been clear to me for years. And my experience tells me that when everyone says it’s a crazy idea, it’s usually worth the risk.

Marketing to Vacationers: 5 Things Tourism Boards Need to Know

The travel space is notoriously crowded, and in order to entice visitors, tourism boards need to know how to target the right people in the right way.

From our latest research, here are 5 things to know about vacationers.

1. Millennials, affluent consumers and parents with children under 16 are the biggest vacationers.

Specifically, 40% of millennials, 60% of affluent consumers and 46% of parents are planning to take at least one vacation abroad this year, proving that anyone looking to entice the largest amount of tourists should focus on these three key groups.

2. Only 1 in 4 Americans take annual vacations abroad.

While 43% of Europeans travel abroad each year, only a quarter of Americans do. While this is partly down to the close proximity of European countries, it also poses opportunities for tourism boards to entice native tourists to explore different parts of their own country.

3. 1 in 3 discover new brands or products via TV ads.

A third of vacationers still discover brands via the traditional TV route, however this doesn’t mean more contemporary channels should be overlooked.

28% discover brands via online ads, proving the importance of having a solid online advertising strategy.

4. 36% turn to consumer reviews for more information.

With consumer reviews being a key source of research for vacationers, it’s crucial for tourism boards to have a positive presence on these platforms. Social media is another go-to research spot for this audience at 37%.

A great story on social can be an effective showcase for brands in the travel space.

It naturally follows that vacationers are keen reviewers; over half have posted a review of a company or service in the last month. One crucial area for brands to focus on is customer service, as 1 in 3 vacationers would promote a brand online if they thought its customer service was great.

5. Sharing photos or videos is a main reason for 33% of vacationers to use social media.

Many vacationers are willing to post holiday snaps and share their experiences across social, whether that’s saying how much they enjoyed an excursion, or showing off their hotel room on their Instagram story.

Especially on the inspirational social networks like Instagram and Pinterest, a great deal of users like to share the best moments of their vacations, and these platforms are often the go-to for those seeking inspiration for their next holiday destination.


Persona Spotlight: UK to U.S. Tourists

The UK is a key market for U.S. tourism boards, with 21% of UK internet users intending to travel to the U.S. in the next 12 months.

Here are some key insights into this audience.

37% of UK to U.S. tourists travel with family.

  • Why this is interesting: A significant number of the travelers arriving from the UK do so with family members, making this a key audience for tourism boards to target with their advertising.

65% would visit an official tourism board site before traveling.

  • Why this is interesting: With more than half of UK tourists advising a tourism board site before their vacation, it’s crucial for these sites to be up to scratch and offer the right information.

UK to U.S. tourists have a 30% higher salary than the average.

  • Why this is interesting: Affluent consumers have unique relationships with their brands of choice, and tend to do a lot of traveling. Knowing that, tourism boards can take a closer look into this cohort and what they expect before making their destination decisions.

57% see a sense of adventure as their most enjoyable element of traveling.

  • Why this is interesting: When you know what aspect of traveling is most important to your target audience, you can tailor your messaging to appeal to their interests.

47% prefer holidays planned around personal interests, with only 19% preferring package holidays.

  • Why this is interesting: The majority of UK travelers are keen for tourism boards to personalize their offering, instead of offering one-size-fits-all package deals.


Insight in Practice

Looking to compete with nearby, more established counterparts, one U.S. state tourism board turned to consumer insight for answers.

While the team had traditionally focused their advertising efforts on the nature, culture and attractions unique to their state, they were struggling to cut through in an over-crowded travel space.

By leveraging the world’s largest survey on the digital consumer, GlobalWebIndex, the tourism board discovered it hadn’t specifically targeted key audience groupings that would respond well to the prospect of choosing its state as a travel destination.

The team launched a series of ads, both online and on TV, aimed at these specific demographics, including affluent consumers, older travelers and families.

Each ad honed in on different interests relevant to one of the demographic groups, aiming to resonate with them specifically.

By tapping into deep consumer insight, the tourism board could see the shortcomings in its existing marketing strategy, and correct them with ideas backed by data.

Creating a campaign that could cut through the noise and reach the right people in the right place, the brand rapidly increased its visitor numbers.

What Every Marketer Should Know about Targeting Students

Students and young people in general are known to be quite an elusive group to target.

Over 90% of students globally fall into the 16-24 age group, and were brought up in a high-tech world with an abundance of information at their fingertips. With this in mind, it can often seem like a significant feat to be able to engage and sustain relationships with this audience.

They’re constantly connected and expect more from brands than just advertisements.

In this week’s chart, we take a look at the types of media that students (90% 16-24s) tune into on a daily basis, and what this means for brands.

We’ll also cover the types of media and entertainment they’re willing to pay for, analyzing how entertainment is increasingly defining the role that brands play among students.

As true digital natives, unknown to a world without smartphones, it comes as no big surprise that students spend time consuming a variety of online media. But just how much are they consuming, and where?

What keeps students entertained?

Students are spending most of their time each day on social media (around 3 hours) and on music streaming services (over 1.5 hours).

Music plays a key role in students’ lives, whether it’s being consumed while chilling with friends, studying, or simply on-the-go. The most popular apps that students engage with each month on a global level are music on-demand services, Spotify (31%) and Soundcloud (22%).

On a regional level, Amazon Prime Music and Apple Music have higher student engagement in Asia Pacific and North America than any other region. However, only a small number of these are paid accounts.

Globally, just 11% of students use a paid account for Spotify.

This may be a result of students’ lower than average income levels and how easy it is to share accounts with others.

They value on-demand content.

This theme of wanting on-demand entertainment extends to watching TV. Time spent on online TV and streaming entertainment now makes up more than an hour of their average day, accounting for 14% of their total daily media consumption.

Having grown up with smartphones in hand, this group is used to having information and content on-demand.

42% use Netflix and 20% use Amazon Prime to watch their favourite on-demand shows.

That said, they still spend more time watching linear TV than online. Interestingly, 50% of students watch live TV as it’s broadcast 2-3 times a week or more, which takes up around 1 hour and 20 minutes of their average day. This is likely to be driven by regional or country-specific phenomena.

For example, in the UK, reality TV shows such as Love Island have been extremely popular among young people, and globally students are 18% more likely to be interested in reality TV than the average user.

They use social media as an entertainment hub.

Social media is evolving. From a place where people would simply keep in touch with friends, it’s now more of an “entertainment hub” where they can keep up with news, watch entertaining videos and learn about new brands and products.

Students spend close to 3 hours on social media every day and spread their time across various platforms. But it’s Youtube that takes the top spot, with 80% of students accessing the site daily or more often, reiterating the importance of entertainment and video content.

They’re also 84% more likely to use Snapchat and 49% more likely to use Instagram than the average user.

This reinforces the idea that they like bite-sized, easily digestible and visual content.

48% of students use social media to find funny or entertaining content, with a significant amount following actors (48%), singers and bands (47%), or comedians (34%) online. They also over-index significantly for following celebrities or celebrity news, suggesting that influencer marketing has potential for this group if concerns over transparency and authenticity among influencers are addressed.

They care about the news.

Students also care strongly about being well-informed, and this is evident with 44% of them using social media to stay up-to-date with the latest news.

They actually spend nearly as much time reading online press than their older counterparts. This also confirms social media’s strengthening role as a news platform, especially among younger consumers.

They’ll pay, if it’s fun enough.

Students are not just after freemium content, and even though most students are living at home with their parents and are earning less than average, 70% of them are shopping online every month.

This extends to spending money on entertainment, and we can clearly see that as 1 in 4 students have paid for music content and 1 in 5 have paid for a mobile game within the last month.

They’re also 25% more likely to buy a mobile game online than the average user. This presents an opportunity for music and gaming brands to leverage, particularly in terms of finding innovative ways to integrate into games and live-streams of these games on sites like Twitch.

The hugely popular game, Fortnite, has made significant revenues using in-game monetization through microtransactions, and has emerged as one of the most watched games via game streaming sites where viewers can reward players with gifts via micro-transactions.

These small purchases don’t necessarily always add a competitive advantage for players. For example, things they can buy include outfits to customize their avatars, but this is a great example of a brand that has won over its audience.

They value personalized marketing.

All these different entertainment media offer countless opportunities for brands to engage with students. And students are keen to engage with brands if they tailor their offerings to them, because they are a savvy cohort due to the increased exposure to brand communications online.

For example, almost 1 in 5 are willing to use a branded app or play a branded game, and almost a quarter of students engage with brands on social media.

However, just as students are willing to engage with brands on these mediums they’re also more likely to disengage with brands – for example, students are 18% more likely to unfollow brands on social media than the average user.

Brands therefore have to work hard to keep them engaged and since students juggle many different devices at once, brands who can offer them a multi-device optimized content strategy that is entertaining and valuable for students is a winner.

They value customer reviews.

Students also care about what others think about brands and products, whether through good comments on social media or customer reviews, and this drives their purchasing behavior. Access to exclusive content like music and videos is also a key driver of brand advocacy compared to the average user.

Almost 1 in 4 say they may be encouraged to spend money online if they see good comments/likes from others, and more than 37% care what customer reviews say.

Having open, transparent and real interactions with students online is essential to successfully engaging them.

Overall, it’s important that brands understand how students behave online, use the right channels, and consider ways that they can create an entertaining experience for students to fit into their busy school and revision schedules.

This could be through using interactive ads and online games, funny video content, or strategic partnerships with influencers students care about in order to successfully target this audience.

But when they do this, brands need to ensure they are genuine and transparent in their interactions with students in order form a strong and sustainable connection and drive brand loyalty.

Insight for Indies: How to Prove You’re the Experts on Your Audience

With the likes of Amazon presenting their bespoke ad platform, independent agencies are now not only competing with their larger counterparts, but with some of the biggest brands in the world.

This, combined with consumers now expecting fully personalized marketing from the brands they interact with, has created new challenges for smaller agencies looking to catch the attention of clients and consumers alike.

So what does it take to compete?

When it comes to capturing attention, it’s all about how much you know. That’s why leading agencies are investing in more granular data than ever before, going far past the what and where to understand the why behind consumer behaviors.

With this information at hand, it’s easy to prove you’re the experts on your audience. Here’s how.

Stand out from the crowd.

The industry shift towards project-based contracts, rather than retained, ongoing partnerships, offers up potential difficulties, but also fantastic opportunities that otherwise wouldn’t be available.

With brands perhaps less likely to stay with the same agency long-term, you have the chance to catch their eye and land that all-important pitch.

And in the highly competitive agency world, standing out from the crowd is everything.

Do this by using granular consumer insight to create pitches and proposals that will not only resonate with your clients, but shape a solid strategy that’s built on universal truths you can trust.

Make planning easy as pie.

Everything from campaign and strategy to media planning is simple when you know exactly what audiences want and expect from the brand in question.

Once upon a time, agencies had to form educated guesses based on the data they had, but this is no longer the case.

You can now track the real footprints of your target consumers, enabling you to create detailed consumer journey maps that tell you everything you need to know.

This way, the old guesswork is taken out of the equation and replaced with data-driven knowledge that will drive results.

Get the data to back up your creative talent.

An idea can be everything, but knowing it will resonate among your target audience is worth its weight in gold.

When you have true insight into your target consumers, you already know which ideas will cut through and which won’t, enabling you to streamline your spend.

Here are just some of the things you can create using deep survey data to support and generate ideas.

  • Tailored consumer insights: Re-contact your target consumers using a single source of extensive survey data to cut to the chase and uncover insights that are tailored to your brief and objectives.
  • Detailed consumer journey maps: Consumer journey maps provide a detailed overview of the customer experience and the path to purchase. With granular data, you can create highly usable maps that will resonate with clients and strengthen campaigns.
  • Personalized campaigns: Today’s consumers expect personalization – and so do your clients. Use insight that translates a consumer’s behaviors, interests, attitudes and perceptions to tailor your campaigns to the right people, and make your programmatic advertising work as hard as it can.

Squeeze the most out of your time and budget.

Budget limitations can put a strain on any great idea. But when you’re able to get insight into the kind of content your consumers like to consume, the channels they interact with most, the interests they share and the influencers they follow you can put your spend where you know it will work, and cut the wasted resource.

With custom research, this is now not only possible – it’s easy.

By testing your ideas before going to market, you can make sure the concept you’re developing will have the impact you want. Use it to try out your creative ideas among your target consumers, optimize your positioning and identify any barriers to conversion.

Compete with the world’s top agencies.

When you have the right tools, size doesn’t matter.

Show clients, both potential and existing, that your pitches and ideas aren’t based on assumption, but solid data they can trust, and you’ll be able to stand up against agencies of any size or reputation.

Because when you’re creating great work, it deserves to be recognized.

Brilliant Noise is one indie agency that’s proving the value of data-driven strategies and pitches.


Case Study: Brilliant Noise

The challenge

Getting to the revealing insight.

For every agency, the ability to profile a client’s target audiences effectively is essential in acquiring valuable insights. But for David Preece and Nick Siantonas, both Senior Strategists at Brilliant Noise, consumer profiling plays a much more important role across their business.

“This data plays an integral part in our customer planning work”, says David.

“We chose GlobalWebIndex as it provides the attitudinal and behavioral data we need to backup our ideas. We can then combine it with live social data, conversational data and website analytics.”

The action

Backing creative ideas with behavioral data.

This capability gives the agency the quantitative proof behind their work and allows them to make the case for strategic and creative solutions for prospective clients.

“We’ve used this data in several pitches – one recently, for example, where GlobalWebIndex acted as the proof point and core of the pitch,” says Nick.

The result

Winning new business with data-driven solutions.

Using consumer data that went beyond what they were used to, Brilliant Noise:

  • Won new business with unique insight they couldn’t find elsewhere.
  • Saved time and resource with ready access to robust research.
  • Improved targeting with revealing consumer data.

Having instant access to unique insight that made them stand out from the crowd meant they could improve their confidence and show off their individuality.

“I would definitely recommend GlobalWebIndex to other professionals, it’s really powerful and easy to use”, says David.

Download the full case study here.