Part of the motivation to change came from the realization that there was greater potential in harnessing trends than simply facilitating real-time media buys – which would also be a more profitable proposition for Taykey, which plans to focus on licensing its tech. Although the company will mostly shift away from the media-buying business, it will still offer that service to clients that want it.
As part of the platform, Taykey clients – the list includes Coke, GE, Unilever, Volvo, VW, Land Rover, Amex, Sony Pictures and Paramount – can access trend-based analytics and audience insights to inform their overall marketing strategy. Although it’s considering adding a services layer down the line, for the moment Taykey will only provide the content recommendations and trend-based audience info. It’ll be up to the brands to execute.
“For example, a movie studio we work with saw that Taylor Swift was trending with their audience, so they invited her to the premiere of their new movie,” Avner said. “This information can have an impact on marketing, not just media.”
It’s Avner’s hope that this is the way into a brand’s heart and, of course, its pocket.
“There’s a huge untapped opportunity for the big brands and I’m not talking about direct-response. Companies like Criteo do an amazing job with that, but the Coca-Colas and Paramounts of the world don’t sell anything online,” Avner said. “They buy prime-time TV and that’s what we’re trying to be – prime-time online.”
In addition to investing in its new marketing platform, Taykey, which has about 100 employees right now, plans to spend its new money on hiring up to 60 new people – as many as 30 in Israel on the engineering side and up to 30 in New York for ops, client services and marketing. Some of the cash will also go to expand Taykey’s San Francisco and LA offices. A potential London office is on the road map.