Statara, Comscore Expand Traditional Audience Segments
- by Laurie Sullivan @lauriesullivan, September 30, 2024
A partnership with Proximic by Comscore has enabled the company to combine detailed planning and media-buying tools for a variety of media such as connected television (CTV). The collaboration integrates Proximic’s viewership contextual-targeting data into Statara’s Media Platform, which is focused on data and analytics, to expand traditional approaches to audience segments.
Matt Taverna, principal at Statara Solutions, said the partnership gives its clients a complete view of audience personas. "We have used Comscore data to inform media placement, and then had to take it offline and convert it into something that would produce a media buy," he said.
For the first time, Statara can see Proximic's behavioral data blended with its own and can then execute on the data directly through a supply side platform (SSP).
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“We can look at data from an entire persona and use it to integrate into the media buy without having to translate the data from offline to online,” Taverna said.
Statara’s demand-side platform (DSP) relationships are largely based on CTV and over-the-top (OTT) media, but also targets addressable and does offline analysis of data.
The company works with advocacy groups as well as regulated industries such as the cannabis, elections, alcohol and gambling industries. It uses its own data to build audiences and inform media buys, rather than relying on approximations of offline data to build audiences.
“There are ways to not waste money on people not interested in your products,” he said, which is a goal of any company.
Combining Proximic contextual data with real-time intent data allows the Statara Media Platform to pinpoint potential customers and highlight data signals relevant to an organizations’ products and services.
Onboarding and activating those segments in digital campaigns are tailored to reach specific audiences with high purchase intent through programmatic campaigns.
When Taverna spoke about cross-platform media, he emphasized the importance of Proximic’s layer to inform targeting.
Laurie, while I support any effort to do what is claimed in theis article, I wonder exactly how one buys media which reach only a brand's prime prospects---and no one else.
Being receptive to a brand's sales pitch requires you to be both a user of the category being advertised and also receptive to the particular way a brand is positioning itself---whatever claims it is making. This is often a function of a consumer's mindset, not juat whether he/she uses a product. Some are price conscious, others are quality conscious, still more are convenience or health oriented, etc. Often, these currents intersect, making it even more complicated. So how does one single out a TV show or a website or a magazine where the 100% of the audience will be lilely to buy your sales pitch?
Of course, there are ways to target buys so an above average percentage of the audience fits a certain demographic or some other profiling mechanism. Having seen thousands of these in my experience, one can often find media that index at about 200 compared to the norm, and sometimes better---but never close to complete saturation. So, if 10% of your consumers are deemed to be prospects a high scoring media channel might come up with a 20% composition of such consumers---and perhaps a bit more. But 100%---sorry, that's not likely. Too many variables that draw audiences to each medium are at play .