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    Date submitted
  • 17-Feb-2017

ThinkNow Audience

Abstract

Digital advertising spend is increasing exponentially year over year. 2017 is projected to be over 77 billion dollars. With this increase in spend has come an equal if not greater increase in the need to track the ROI of this spend. AdTech companies have been scrambling to compile data on online users in order to provide more transparency into impressions, especially for programmatic, but with much of this AdTech created by agencies and media buyers it is difficult to trust the insights being generated.

This systemic industry issue is compounded further when you begin layering ethnic and segmentation models such as Hispanic, an audience who has seen the most significant increase in dollars being shifted from traditional media to online. Hispanics are the fastest growing consumers online and the need to target them in a difficult-to-target online world is becoming greater every day.

ThinkNow Audience™ is the first nationally representative passive tracking Hispanic mobile panel. By starting with an invite only group of panelists, ThinkNow Audience gives advertisers and media buyers the first glimpse into how Hispanics use the internet in a truly representative way. By avoiding proxies for ethnicity and creating a nationally representative sample on the front end, we avoid the data deluge by selecting respondents that are representative of U.S. Hispanics at large, not just Hispanics that are online. Combining our panelist’s survey data with passive tracking yields insights into the U.S. Hispanic online consumer like never before.

ThinkNow Audience delivers:

• Targeting profiles based on real-time browsing habits

• Hispanic targeting based on self-reported data, not proxies

• Website affinity tracking based on real-time website visiting data

• True data quality by a 3rd party independent market research firm, not an advertiser or agency

Ability to cross passive tracking data with survey response data for deeper understanding

Video

Original YouTube URL: Open

Introduction Video

Additional Questions

Who is your customer?

Digital Advertisers Media Buying Companies Market Research Firms

What problem does this idea/product solve or what market need does it serve?

Digital advertising spend is increasing exponentially year over year. 2017 is projected to be over 77 billion dollars. With this increase in spend has come an equal if not greater increase in the need to track the ROI of this spend. AdTech companies have been scrambling to compile data on online users in order to provide more transparency into impressions, especially for programmatic, but with much of this AdTech created by agencies and media buyers it is difficult to trust the insights being generated.

What attributes will make this idea/product successful? Why do you believe that those features will create success?

Census distributed sample Invite Only Panel Passive tracking of all mobile activity Those three attributes will make our product successful because there is no company currently coming at the issue of ad tracking from the bottom up. All companies in the AdTech space are scrambling for more data and applying algorithms for tracking on top of them. We are starting with the premise that if your data is not representative of the population at large to begin with, you cannot trust it. We will be applying market research sample rigor to a problem that has been addressed by only companies in the adtech space. We will be an independent firm that can stand behind the data we generate.

Explain how you (your team) will execute to make this idea/product successful? What gives you (your team) an advantage over others already in the market or new to this market?

Our team has a 6 year track record of delivering high quality custom research. We also own and operate a Hispanic online panel of 50,000 opt-in consumers. We are not in the adtech space and thus do not have any interest in having our results prove one thing or another. The trust factor is there and we will be creating the first nationally representative invite only passive tracking panel that will allow advertisers to get a sense of the true ROI of their digital online spend among U.S. Hispanics.