Snickers mines behavioral data to find ‘windows of impulsivity’
Ad targeting is moving into a new area: moods. Snickers maker Mars is mining behavioral data to pinpoint people at their weakest moments for snacking: being happy, bored or even stressed.
“Windows of impulsivity is a moment in your life when you’re in a particular mood, time or place when you’re more likely to buy something,” said Dan Burdett, global brand director at Mars’ brand Snickers. “The goal is for us to be more noticed and better understood.”
For Snickers, Google’s ad server DoubleClick would have sold information to its agency about audience signals like passion points, such as food, sport or business, based on users’ Web behavior. But Snickers wanted to understand if there’s a link between certain moods and impulsive chocolate buying. So it changed the signals to moods like happy, bored, sad and stressed, and is experimenting with different creative messages based on mood signals. Successful targeting requires Snickers to collect more first-party data along the way, though.
“We in chocolate haven’t historically collected much data,” admitted Burdett.
Simon Stanforth, group director of audience and measurement solutions at Starcom Mediavest Group, said that clients are interested in more mood-based targeting solutions but still lack hard evidence on how much it works.
“One of the key challenges is education. There are a number of emerging ad targeting techniques, so agencies need to educate their clients and work with them to test and learn,” he said. “Another is responsibility — ensuring we’re sending relevant messages to people when they want them and not over-intruding with the advertising.”
This sentiment is echoed by Dino Myers-Lamptey, strategist at media agency The7Stars, who points out that there’s a reason why Apple PR’d its mood-based ad targeting patent in 2014 and has since gone quiet.
“Technology companies need to be careful about how they publicize it,” Myers-Lamptey said. “People don’t like being chased around the Internet by behavioral retargeting, let alone knowing that the ad is being served to them because they are in a bad mood.”
Image via Flickr
‘They’re playing out of home strengths right now’: Why telehealth company Ro is getting back into OOH advertising
Telehealth company Ro, parent company of direct-to-consumer men’s health brand Roman, has started reinvesting in subway ads.
How Motivbase helps marketers understand the meaning behind online sentiment better as they develop new products
Motivbase helps companies understand the meaning behind people's online thoughts to help them develop new products
Recruitment tool TikTok Resumes risks magnifying unconscious biases, execs warn
While the internet has exploded with how-to guides for candidates to create the most effective TikTok job application, a number of commentators are reluctant to embrace a scheme which could entrench biases.
SponsoredHow the ad industry can use its borrowed time to future-proof first-party data solutions
Trent Lloyd, co-founder and head of brand solutions, Eyeota Google’s updated timeline for its Privacy Sandbox rollout, including its two-year delay of third-party cookie deprecation on Chrome, didn’t come as a surprise to many industry observers, given the limited utility of Google’s FLoC and the slow momentum of the Privacy Sandbox in the World Wide […]
As Twitter kicks off its brand safety audit with the MRC, Facebook’s finally starts
Twitter and Facebook move ahead with brand safety audits by MRC amid increasing pressure to mitigate extremist and false content on the platforms.
Work-life boundaries continue to blur: How the pandemic has changed co-living
With remote working becoming a way of life, and communications tools such as Slack and Zoom spelling less of a need for those workplace meetings, working from overseas is set to become even more popular, and no longer confined to digital nomads travelling for months on end.