Buying against real-time trends also opens up inventory and uncovers new audiences.
Zuckerman, for example, was surprised to find that a campaign about kittens, targeting adults aged 18 to 49, resonated highly with gaming enthusiasts.
“That informed Taykey’s technology to continue to hop on those key moments – a PlayStation release, an Xbox update – and then activate on that new announcement,” she said.
Taykey’s reporting helps Mediabrands agencies understand why certain buys make sense, even if they look bizarre.
“Maybe Reuters wrote a story about Kim Kardashian, and everyone’s sharing it because it’s the first one out,” said Jon Nevitt, VP of marketing at Taykey. “If you look at a top-level domain report, you’ll say, ‘Why are you targeting Reuters for millennial females?’ We can roll it up and show them why it makes sense.”
Reprise looks for metrics in Taykey’s reporting like brand lift, brand awareness and engagement, such as view-through rates. When looking at data from nine brands in Q4, Reprise saw view-through rates of 24%. That’s 33% above the industry benchmark of 18%.
For now, Taykey is integrated with all major agency trading desks and DoubleClick Bid Manager. It will launch an integration with AppNexus this fall.