Quit the Guesswork: Identifying Non-endemic Advertising Opportunities with Data
When you break down advertising opportunities by endemic and non-endemic, it’s easy to simplify the buckets. Endemics are pretty clear-cut, i.e. when Titleist is considering where to air ads, the obvious, endemic, choice would be to air them on the Golf Channel. Of course, people have the option to purchase other golf balls, but at least they have a pretty sure bet of increasing purchase consideration because there is no question that the audience they’re reaching are either golfers or are interested in golf one way or another. It’s a sure bet, and an easy one to justify the budget for.
Non-endemic advertising is less obvious. There could be a large segment of golfers who also enjoy watching The Walking Dead, but how could Titleist know it’s the Walking Dead audience versus the This is Us audience they should be targeting? How would Titleist really be able to justify budget on airing ads during that show? It usually requires some manual research, perhaps some consumer surveys, and maybe sprinkling in some third party research (GFK, MRI, Nielsen for example), and most certainly a lot of guesswork.
This article on MediaPost outlines some great examples of non-endemic successes. These are mostly massive global brands, with huge budgets and large creative teams that put multi-million dollar campaigns together around non-endemic opportunities, like Pepsi and the 5-year running Super Bowl halftime show sponsorship.
Not everyone who wants to do non-endemic advertising will have the capacity and resources to sponsor the Superbowl halftime show, but they are absolutely looking for non-endemic opportunities, those special brand or partnership alignments that don’t jump out at you as obvious, but after the fact make perfect sense. Sponsoring a Superbowl musical act is so large-scale that it’s great for awareness, but what about brands that are looking for more tangible non-endemic benefits like direct response campaigns?
Right now, non-endemic advertising requires a lot of guesswork or placing bets on your intuitions that a particular audience will align with your values. It requires faith that you have made the right decision in believing that your Red Bull ad will align as well with parts of the eSports audience as it will with the people in the Extreme Sports audience.
But what if you could be sure? What if there was a way to know, not guess, where there were non-endemic opportunities lying hidden within the audiences of brands and media properties?
Stop guessing, there is a solution. We all know that the people who watch the NFL Network have interests outside of just NFL. Some of them might love Nascar, some of them might love Nintendo, and some of them might even despise particular teams or even other sports. So how can Affinio graph technology help us understand what else those people like:
- How brands themselves can identify specific non-endemic opportunities and
- How media (in this case Sports) brands can offer unique non-endemic opportunities to their advertisers? Let’s take a look at the audience of the NFL Network.
The visual below is the audience of the NFL Network that has Affinio graph technology applied to it. Leveraging graph technology identifies relationships across millions of data points so we are able to identify the naturally-occurring interest patterns and behaviors of the people within the audience.
If we drill into the “Entertainment” cluster within this audience we can explore their interests, affinities, and behavioral patterns to learn who they are as a group and what is most relevant to them.
Surprisingly, the most relevant brand to gamers within this cluster is not an endemic one. One might expect to see Madden or EA Sports, but instead, it’s Sonic the Hedgehog and Assassin’s Creed.
This gives the NFL network a unique opportunity to provide these gaming organizations hyper-relevant groups of consumers within the broader NFL Network audience that the brands never would have been able to find on their own. This is a data-backed approach to offering otherwise overlooked, but extremely high-value ad inventory to potential buyers.
Every audience has groups of people with non-endemic interests, and until now, it’s been nearly impossible to identify them. With the right understanding of people and their interests and behavioral patterns, an entire unexplored world of niche, and high-value non-endemic opportunities lends itself to be pioneered by the brands who are looking to expand beyond the tried and true, sure bet endemic advertising and reap the benefits of finding their best consumers, sometimes in the unlikeliest of places.