Introducing Affinio’s new Publishers Data
Do You Know Where Your Audiences Are?
Every marketer wants their ads to be seen by people who are most likely to purchase their product, but that means understanding which sites they visit.
For instance, let’s say you’re a marketer for bath soap. When planning your media campaign you will make assumptions about the sites on which your ad should appear, such as parenting or lifestyle magazines. This assumption isn’t based on nothing; you’ve advertised on these sites previously, and you’ve enjoyed good performance.
But this time around, you want stronger performance, and that means targeting consumers who are likely to purchase your soap, but don’t necessarily visit parenting or lifestyle magazines. How do you know which sites to include?
Affinio has a solution. It’s a new report, currently in beta, designed to help you understand the consumption patterns of your audience, called Publishers Source. These reports allow you to search based on three criteria in order to see which sites your prospective audience visits, along with other content they consume.
Publishers Source looks at a wide variety of digital magazine publishers across news, fashion, lifestyle, technology and many other sectors, including Glamour, TechCrunch, Vogue, and so on.
Affinio’s new Publishers reports allow you to see your “reader network.” It analyzes the articles people consumer in their mobile social feeds. This queryable content originates from the biggest global publishers who distribute across Facebook, Instagram, LinkedIn, Pinterest, and Twitter, so you can grab insights from beyond just North America.
How it Works
Publishers Source allows you to understand a reader’s topic interests based on:
Let’s say you want to learn more about the audience of a specific publication site or article. To do that, simply enter a link for an article, publisher URL or a keyword expected to be found in the article’s URL. The report will then collect everyone who has clicked on that specified content within the past 30 or 60 days. Affinio then segments readers into clusters, based on other content they’ve also read (see below) that indicates interests.
So let’s say you’re a brand manager for a makeup brand and you want to design a media campaign for a new mascara you’re about to introduce. A key goal is to find sites to place ads on that aren’t already crowded with ads for mascara.
*Please note that the report does not cover the entire Internet just a subsection of digital magazines who distribute content through our provider. It does not cover social media sites or marketer’s own sites.
- Media placement: Know exactly which digital domains to place ads on, as you’ll see all the other places where the people you want to attract (based on their readership of a given domain/article) tend to source their content. Then, you can put your ad spend directly on those digital publications and know they’ll get eyeballs when clicked through from social feeds.
- Creative development: By knowing ‘the related’ topics that are consumed by the audience of a domain/article, you will learn words/terms/ideas/images to build into your creative to attract those same readers or ones like them – for your organic or paid content.
- Competitive intelligence: Study an article that has been published about your competitor to see what other topics appeal to its ‘followers’ and leverage that intel in your content.
- Persona-building: Look at the nature of an audience who cares about specific articles (e.g. veganism) and see what else motivates them.
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