SAN FRANCISCO– January 24, 2012 —Twelvefold Media, an emotive-based media company that helps brands target, reach and persuade engaged audiences, has introduced the Mindset Index to help brands better understand the intent and motivation of their target audiences.
The Mindset Index analyzes the top 12 motivations that drive consumer action, in relation to a brand, product or topic. These include: Information Seeker, Review Seeker, Expert Advice Seeker, Looking to Shop, Deal Seeker, Affinity For, Excitement, Enthusiast, Early Adopter, Trend Follower, Planner/Planning For, and Activity Taker. The results deliver to advertisers a clear understanding of what is motivating a target audience, and how this compares to competitors and online averages. By understanding mindset, advertisers are able to define and execute media strategies that leverage an increased understanding of what drives their consumers. A video walkthrough of the Mindset Index can viewed at http://youtu.be/LUBxwzH26AA.
“As online advertising evolves with real-time decision making and page-level insight, the ability to understand what motivates readers on a particular page is increasingly critical,” said Julia Briggs Parsons, Twelvefold Media Vice President of Products. “The Mindset Index provides a view into what a consumer is motivated by that is both measurable and actionable – and built on the belief that, by knowing the reader’s motivation in relation to a brand or product, advertisers can further set media strategies that drive action.”
How It Works.
The Mindset Index utilizes a combination of cognitive analysis, speech act recognition and natural language processing to identify specific words in association with content to determine the intent and potential emotional drivers of an audience.
By identifying a high level of terms related to a specific product such as “excited to try” “want to buy” or “comparing between” advertisers can gain an understanding of the reader’s potential actions and serve relevant creative aimed at increasing purchase intent.
More Effective Ad Strategy
The Mindset Index also enables advertisers to execute strategies in real-time. This varies from traditional advertising campaigns where advertisers define goals upfront, for example, increase brand awareness, and then target a set audience or list of sites with a specific ad.
With the Mindset Index, advertisers can determine the most effective goal based on the audience’s current perception of their brand, and adjust strategies as this shifts. While advertisers are still targeting specific audiences with this approach, they’re doing so with more intelligence, and can deliver content and messaging with greater precision to resonate with the reader.
For example, a new consumer electronics product can initially target Expert Advice Seekers and Review Seekers to drive purchase intent. As the mindsets shift to Affinity and Excitement after launch, the brand can serve new creative to support and engage audiences and maintain interest in the brand.
The Mindset Index also helps analyze competitive brand position relative to mindsets, so advertisers know where their brand stands within a given topic. The Index surfaces insightful trends over time, such as during the holiday shopping season when “deal seeking” intent becomes a key motivating factor.
For more information about the Mindset Index and Twelvefold Media, visit http://twelvefold.com
About Twelvefold Media
Twelvefold Media is the only emotive-based media company that helps brands target, reach and persuade engaged audiences by delivering the right ad, in the right place at the right time to the most motivated customers in the right mindset. Twelvefold creates customized digital media packages with proprietary technology that utilizes emotive-based targeting at the page level and real-time bidding—at scale and without cookies—to achieve superior results and insights for brands and advertisers.
Twelvefold’s clientele includes Kraft, Toyota, Best Buy, Microsoft, and Starbucks. The company is headquartered in San Francisco with offices in New York, Chicago and Los Angeles. For more information, visit: Twelvefold.com, Twitter.com/Twelvefoldmedia and Facebook.com/TwelvefoldMedia
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