Aki creates groups of users based on a general understanding of their basic location, including home, work, out or away. It then utilizes what it knows about that consumer to layer in more specific “micro-moments” tied to the advertiser’s KPIs – for example, reaching a user while at work during a coffee break or when they’re at home getting ready to go to the bar.
Of course, it’s impossible for Aki to determine for sure if someone is pre-partying at their apartment in advance of a night on the town, but it is possible to use location history as a way to make educated guesses.
If a person has a propensity to go out to bars regularly on Friday and/or Saturday nights, it’s reasonable to assume that if they’re at home at 7 p.m. on a weekend evening, they’re probably getting ready to go out.
“There is a fair amount of implied stuff that we have to apply to the targeting here, but we can use certain historical signals as a way to identify users and ideally be more relevant to the experience they’re having or about to have,” Swanson said.
Campari tried to be careful not to target users during inopportune moments. For example, it might seem to make sense to hit a captive audience with a message while they’re at the gym listening to Pandora.
“But you have to ask yourself, how far away are they in that moment from thinking about alcohol and actually going out to buy alcohol?” McDonnell said.
Campari’s audio placement ran across more than 2,000 audio publishers in Aki’s network, driving a 600% increase in brand awareness, according to an independent study from comScore.
“Our brand has low awareness overall, but high loyalty, so it’s important for us to target consumers based on what we know about them when they’re receptive,” McDonnell said. “Because if we can get people aware of us and then get people to trial us, they’re likely to drink and be loyal on an ongoing basis.”
Mobile moments-based targeting is also good bang for the buck, she said. Not that there isn’t value in a big flashy TV campaign with celebrity spokespeople like Matthew McConaughey – “but there’s a big difference between the money we spent on that vs. this American Honey campaign,” McDonnell said.
“With this tactic, we’re more likely to hit a specific consumer in a specific moment as opposed to buying a spot in the season premier of ‘The Walking Dead,’ for example,” she said. “Between those two things, it becomes a question of which one we as marketers find to be more likely to promote a sale – because, at the end of the day, that is what we’re trying to do."