The niche nature of the OpenBar app complements Nielsen’s brand clients’ needs, according to Devon Bergman, co-founder and CEO of BARTRENDr. Building brand affinity for beer or hard alcohol also introduces additional restrictions in targeting and age disclosures.
“The app is very conversation-driven and we focus the topics and discussions in the app around things users are interested in, based on what they clicked or shared in the past,” Bergman said. “We do have keyword analysis, but [the core of our data] is the 120,000 [brands and specialty drinks] we have hard-coded to specific SKUs.”
Sunday night is typically a traffic surge for BARTRENDr because it’s a big premiere night for HBO and Showtime. The company claims it can create correlations at an aggregate level between a certain beverage and a demographic that likes to watch “Homeland” or an apparel brand that’s trending.
“We get [that] our data set is a niche play, but the value is not just where users are drinking and what they’re drinking,” Bergman said. Instead, it’s “in the cross-section of data and some of these cross associations.”
Nielsen Bar Moments may be accessed through prepackaged brand reports, but measurement may be available on more of a self-serve basis in the form of a dashboard or platform as early results and data come back, Brager said.
Right now, Nielsen’s in the exploratory stage of parsing BARTRENDr’s data. For instance, it’s determining granularity of segments, such as the interests of 21- to 26-year-old African-American males versus Caucasian Boomers or trending beverages in select geographies.
Advertisers are interested in the user demographics BARTRENDr caters to, which are millennial and multicultural audiences.
“Traditional research methodologies always had difficulty getting to younger demographics and multicultural consumers,” Brager explained. “As those segments of the population grow, brands want more granular information, such as different life stages within the Millennial population.”