Creative is responsible for more than two thirds of the ROI according to TRA, Nielsen Catalina, Apollo, and comScore. Yet virtually 0% of marketers place an equal effort into scientifically optimizing creative while they continue searching for ways to scientifically optimize media adspend. Now, for the first time, it is possible to do both.
The RMT Value Signals system has been validated to lift brand adoption (Simmons), advertising sales effect (Nielsen Catalina), and advertising branding effects (605). The system derives psychological insights about anonymous homes/people by passively measuring the content they consume and coding that content according to RMT’s proprietary psychological science. Working with partner Semasio, RMT now has psychological coded profiles for 276 million Americans. The process is completely anonymous (and non-PII), connecting ads to IDs based upon the content each internet user ID consumes.
The way it works is centric to your own creative. Unlike all previous systems, it starts from your actual ad. The psychological profile of your ad is first determined by RMT, then an audience of X million anonymous IDs is identified as resonating strongly with the same motivators found in your ad. This ID list is syndicated to your favorite DSP. Then you run the campaign and measure the effect.
You can combine this with purchaser data/proxies so as to delimit the campaign to people who already buy your category. Or you can go with Byron Sharp and the thousands of marketers who agree with him (myself included) to actually expand categories with good creative and just target people whose psychological profile predisposes them to respond positively to your ad. The post-evaluation can be designed to determine whether or not to delimit by purchaser behavior the next time. The first time, for maximum test & learn, why not target solely based on the ad and see what happens?
Ads contain a great deal of subconscious motivational power. The copywriter herself/himself is not fully conscious of all that he/she has packed into the ad. Why not respect the creative, and give it the best shot by reaching exactly those people most likely to positively respond to all of what’s in that ad?
This also works with multi-ad campaigns. The system can determine the optimal sequence in which to play your various ads to this person vs. that person, both of whom are predicted to be highly responsive to the motivators in those ads.
Practical Matters – FAQ
The cost is based on a data CPM basis in line with the ANA average Data CPM.
A readable first test might be in the 10-50 million impressions range with about 2-5 million ID unique reach.
These are the DSPs that can already be used for this type of targeting:
Adelphic
Adform
Adobe Advertising Cloud
Amobee
AppNexus/Xandr
DV360
Lotame
MediaMath
Trade Desk
Verizon Media
We can set up post-campaign evaluation working with your favorite suppliers and can introduce our preferred suppliers too.
Diagnostics can also be provided by RMT scientists including me.
Takeaway
Because brand growth to new customers is so important, and the creative is as well, why not test what happens when you don’t constrain the target in any way, except for reaching people based on their psychological affinity for your specific ad? Given the importance and all the other crazy ideas you’ve tested, some of which worked, why wouldn’t you test this?
Best to all,
Bill