Launch of Kinetic Reveal bodes well for marketers seeking to identify advanced interest in a brand
Kinetic Social, a leading social marketing services company, has today launched Kinetic Reveal Audience Solution, which is designed to improve return on ad spend (ROAS) by identifying people who are interested in a brand before they visit the brand’s site or engage with the brand on social media.
The technology monitors what people read and watch, categorizing content consumption 400,000 times per second to create audience profiles and drive traffic, which is in essence first party data. The launch marks the first of several new data driven audience solutions resulting from Kinetic’s acquisition of the Spectrum Platform Company in late 2016.
Advertisers can access audience data linking content to mobile advertiser IDs with the goal of creating custom audiences on social platforms. Kinetic Social maintains preferred partner status, enabling clients to immediately and efficiently activate Kinetic Reveal audiences and optimize toward brand KPIs.
The native targeting capabilities of the leading social platforms, derived from user data, are cornerstones of an effective paid social advertising strategy. At the same time, they are constrained by the inherent limitations of the available first party data of both marketers and the platforms themselves.
“Having worked with almost 400 leading brands over the last 5 years, we intimately understand the boundaries of the native audience tools. These tools are limited by the first party data of the brand and the social platform.
With Kinetic Reveal, we are providing our brand customers with addressability by using data to interpret content consumption on the open web and link it to the device id.” said Matt Gilbert, CEO of Kinetic Social. “It’s finding the right audience that matters, and doing so includes client data, platform data, and specialized third party predictive signals further supported by the analytics to measure it. With Reveal, there is simply no reason for marketers to sacrifice transparency of data sources, precision, or performance to increase audience scale.”
The initial results of Reveal have been called 'impressive'. Clients are realizing a growing return on ad spend and are seeing lift in their retargeting pools as compared to native interest and look alike targeting options. They’ve also reportedly discovered new consumers that were hidden when exclusively using the native audience tools on social platforms, from both relevancy and recency perspectives. By finding these hidden audiences, the brands also improve their first party data at scale.
One of the first companies to try Reveal is SharkNinja, the maker of Shark vacuums and the innovative line of Ninja kitchen appliances.
“The combination of Kinetic’s Digital Agency Services and the Kinetic Reveal Audience Data solution offers us ways to maximize the return on our social ad spend and motivate budget commitments to digital channels,” said Shark Ninja VP of Digital Transformation, Ajay Kapoor. “With Kinetic Reveal, we have increased the ROI on our marketing efforts by exposing audiences on Facebook that would have otherwise not been exposed through our own first party data uploads, or the affinity based approach of Facebook’s native tools.”
For consumer packaged goods companies seeking to find the balance between meaningful reach and persona targeting, Kinetic Reveal represents a first in category solution.
“Kinetic Reveal’s potential is very exciting,” said Joey Bergstein, chief operating officer at eco–conscious household and personal care product maker, Seventh Generation. “The Reveal solution was developed to provide marketers like us with the capability to share relevant content with the right people at a scale that is otherwise challenging to unlock on social platforms.”