Now, with the show back on ABC but some local stations choosing not to air it, the situation has become a case study in how traditional broadcast and streaming platforms are evolving side by side. 

Late-Night TV in Transition

Adweek highlighted that pulling Kimmel’s show underscored the challenges facing late-night TV. Audience numbers have steadily declined, and advertisers have been shifting more dollars into sports and streaming.  

The late-night talk show format, largely unchanged since the 1950s, is struggling to keep pace with today’s viewing habits. 

Streaming, on the other hand, offers flexibility, fewer regulatory constraints, and direct access to audiences. That combination makes it an attractive option for talent, networks, and advertisers seeking new ways to connect with viewers. 

What Resonate Data Shows

Resonate’s insights shed light on how audiences are already moving toward streaming: 

• 29% of Jimmy Kimmel viewers currently use streaming for live TV. 

• 30% of his viewers plan to begin a new streaming subscription within the next 90 days. 

These behavioral signals indicate that audiences are not just open to streaming, they’re already embracing it. For media companies and advertisers, that data provides a roadmap for where to invest next. 

A Mixed Broadcast Landscape

Even with Kimmel’s return, some local affiliates are still choosing not to carry the show. This uneven availability highlights how broadcast decisions can vary by region, creating uncertainty for both advertisers and viewers. 

For brands and agencies, this makes audience planning more complex. When programming is inconsistent across markets, it’s harder to know where to place ad dollars and how to reach the right consumers at scale. 

This is exactly where Resonate data becomes essential. By going beyond ratings to understand audience preferences, intent, behaviors, and future streaming adoption, Resonate provides the clarity that brands and agencies need to make confident decisions in an unpredictable media environment. 

Looking Ahead

The shifts around late-night programming reflect a larger industry realignment: 

• Advertisers are following audiences to streaming. 

• Viewers are demanding on-demand, flexible experiences. 

• Networks are being challenged to adapt to this new reality. 

Resonate data doesn’t just describe these trends. It helps predict them. By uncovering the motivations and intent driving consumer behavior, our clients can see what’s coming next and prepare strategically. 

The discussion around Jimmy Kimmel Live! is ultimately about more than one show. It illustrates the broader transformation of television as streaming continues to grow. 

That’s why it’s notable that both Adweek and Newsweek turned to Resonate data for context. As the industry continues its shift, Resonate will remain a trusted partner for understanding audiences and anticipating change. 

Want deeper insights? Read the Resonate Consumer Trends Report to explore the latest shifts in streaming, TV, and audience behavior — and see how Resonate data can help you stay ahead of change. 

Ready to talk about how we can help you win? Reach out to a data expert today.  

The post What Resonate Data Shows About Late-Night TV Trends appeared first on Resonate.

That means it’s prime time to reach audiences while they’re still in a tryptophan buzz. The San Francisco 49ers vs Seattle Seahawks game is airing at 8:20pm on NBC and Peacock, and we took a look at who savvy brands and agencies will reach if they’ve secured a high profile ad spot during the post-feast football game.

Using Resonate’s AI-powered data and analyzing within our data platform, built specifically for agencies and marketers, we looked at the avid and enthusiastic sports viewers who tune in to Thursday night football. Here’s what we learned about them, and what you should know if you’re trying to target this audience with marketing that will connect and convert. Spoiler: while some data seemed to track with expectations, like their penchant for fantasy sports, this group may care more about social impact than you would have assumed.

Want to see how similar data on your consumers could rush your brand into the end zone? Request a demo today.

The post Who’s Tuning In to Thursday Night Football This Thanksgiving? appeared first on Resonate.

Here’s a fitting example of how using demographics alone can steer you wrong: 

On the surface, these millennial moms look the same. But they are vastly different when you delve a little deeper. Resonate can help you uncover the real people behind the statistics.  

In our State of the Consumer (SOTC) 2023 report, we leveraged our proprietary, cutting-edge data to segment today’s consumer base into unique audiences according to their level of sustained financial and health-related concerns. Resonate’s fresh, privacy-safe data allows you to create a dynamic 360-degree view of a person. It combines core attributes, like demographics and psychographics, with the values that drive them to choose, support or protest. And, it shows the motivations that inspire their loyalty or abandonment of a brand.  

For our SOTC 2023, we started with psychographics, specifically sentiment and attitudes impacted by macro-environmental factors, such as the economy, as the defining criteria. From this, we revealed three large consumer segments that face varying levels of economic and health concerns.  

Marketing teams need to get to know them for better targeting in 2023.  Here’s a snapshot of the key three 2023 consumer segments:  

Our first segment – the Free-to-Be Consumer – has been relatively unbothered by health concerns and the shaky economy since the beginning of the pandemic. You might surmise they are somewhat careless and carefree. Our insights show something else: they come from a place of internal motivation and the desire to live their best lives despite what is going on in the world. They are determined to enjoy life (they are your VIP ticket buyers!) and are 52% less likely to prioritize shopping at a retailer that cares about the environment than our second segment, the Anxiously Active Consumer. 

Find out what’s next on their shopping list, what drives them to buy & how to reach them in State of the Consumer 2023. 

Our second segment includes consumers who are very concerned about the economy and their health. Unlike the Free-to-Be Consumer, the Anxiously Active Consumer is “plagued with concerns about the state of the world.” They aren’t shutting down, though. This is the segment that will hold a company accountable for its actions. And, they are ready to use their wallets to protest. They spend money on brands that align with their social causes. These consumers are laser-focused on making the world a better place and are 45% more likely to pay a higher price for a product that aligns with an issue they support than members of our third segment, the Cautiously Optimistic Consumer. 

Find out what’s next on their shopping list, what drives them to buy & how to reach them in the State of the Consumer 2023 report. 

The third segment holds the largest portion of the US consumer. They are in a state of “permacrisis” — constant moderate worry — about the economy and their health. The Cautiously Optimistic Consumer is tepid about most things and riding the waves of change as best as they can. They focus on previous experience when making purchases – they want something that is familiar to them. (How robust is your loyalty program?) At the same time, they make purchases to boost their self-esteem, their health and their well-being. And they don’t look for products that are “one-of-a-kind” or energy efficient.  

Find out what’s next on their shopping list, what drives them to buy & how to reach them in State of the Consumer 2023. 

In our next State of the Consumer blog, we will take a deeper dive into the Cautiously Optimistic Consumer to explore three subsegments – Exciting Eric, Optimistic Olivia and Trustworthy Thomas. Your marketing team needs to get to know them to grow your customer base in 2023.  

The post Reveal the Human Element of Consumers to Accelerate Growth in 2023 appeared first on Resonate.

A Focus on Data-Driven Content Strategies 

We’re living through tough economic times. Audience churn will be a challenge in the CTV world next year, as viewers cycle through services by subscribing and unsubscribing until the next must-see content arrives on a platform. 

OTT platforms have access to owned audience data on what consumers are watching within their networks, as well as when and how they’re watching. And while there’s tremendous room for more robust audience insights, the data they have now can allow streaming platforms to deploy data-powered content strategies that are more likely to resonate well with viewers.  

Resonate predicts we’ll see growth in streaming companies’ audience enrichment strategies to enhance cross-channel digital content distribution and eliminate the gaps in subscriber acquisition and retention. By shifting a focus on strategic audience data enrichment—audience sentiment, churn signals, etc.—streaming services have the power to personalize their campaigns towards avid viewers, inconsistent viewers, or viewers who are at risk of jumping ship. 

CPG Brands Flock to Connected TV 

Speaking of advertisers making money moves towards more CTV-focused marketing strategies, marketers predict we’ll see more consumer-packaged goods companies do just that. According to a recent Ad Age article, CPG’s video impression share for CTV was 52%, up from 44%. CPG advertisers are continuing to shift their budgets from linear TV to CTV to improve reach among younger audiences that can’t be reached on linear.  

Because most CPG brands use third-party purchase data, which provides purchase information but lacks insight into their buyers, streaming providers should be prepared for this boom by looking at their own first-party data and insights to attract these retailers.  

For example, the same Ad Age article mentioned above lists pet supply brands as the leaders in CTV impression share. Streaming providers who use the AI-powered Resonate Ignite Platform to enrich their first-party audience data have access to insights brands like Purina and Blue Buffalo will want to know: 

This leads us to the last of our Connected TV trends: advertisers will be leaning on media companies more heavily for audience insights in 2023. 

Advertisers’ Growing Need for a Consultative Approach  

We’ve had a few years of immense growth in the streaming world, with advertisers moving away from linear in droves to reach today’s cord-cutters and cord-nevers. But this CTV boom also exposed some issues with advertising on the channel, like inventory fragmentation. With this economic downturn, we predict advertisers will focus on channel diversification in 2023 and follow their target audiences more closely wherever they’re watching. 

For streaming providers, this can be an incredible opportunity to become their advertisers’ strategic partners by offering unique value to conversations in the acquisition and retention stages around their target audiences.  

Advertisers want to know more than ‘Who’s watching.’ They want to validate and negate their CTV hypotheses before making major investments or shifting money from other advertising channels to CTV. At Resonate, we’ve had pointed conversations with brands and their advertisers regarding what audience insights they want to gauge. Below are some of our most frequently asked questions: 

• Which audiences can they stop linear for and go all in with CTV?  
• Which audiences are hybrid where they must do both CTV and linear? 
• What streaming channel should they go with (Hulu or Amazon) based on their target audiences? Is there relevant data at the show-level? 
• What provider has people who binge watch shows? Do these audiences have multiple subscriptions? 

Secure A Winning 2023 CTV Strategy with Resonate 

If you want to get ahead of these Connected TV trends, you’ll need to have a data-focused strategy. Resonate’s CTV Insights unlock an unprecedented level of insights into your own Connected TV audiences in a cookieless environment, allowing you to enrich your understanding of your streaming viewers using thousands of descriptive and predictive insights available within the Resonate proprietary, cookieless data set.  

With our solution, you can expand your understanding of who today’s cord-cutters are at the household level, what matters to them, where to find them, and when or why they make the decisions they make through insights across all key advertiser industries—including Retail, Financial Services, Consumer Packaged Goods, Direct-to-Consumer Brands, Insurance, Technology, Travel & Hospitality, Food & Beverage and more. 

Want to learn more about Resonate’s scalable, AI-powered CTV Insights? Talk to us.

The post 3 Connected TV Developments to Watch in 2023 appeared first on Resonate.

Unlock the Human Element to Really Know “Who’s Watching”

Marketers know that generic, demographics-based marketing won’t resonate with today’s cord-cutting audiences. But how can they turn static household-level data into powerful, fresh insights that are hyper-relevant to their audience?

More importantly, how can you help them and become the media company or publisher where they put their trust and ad dollars?

You don’t just tell them you have, know, and understand their target audience. You show them with a little help from A.I.-powered CTV Insights. Resonate uncovers the Human Element, a dynamic, proprietary, 360-degree view of a person that combines core attributes like demographics and psychographics with the values that drive them to choose, support, or abandon a brand or cause. With the Human Element, you’re able to help advertisers get from anonymous viewer to customer faster because you know who they are and what’s most important to them right from the start.

Prove Your Network’s Value and Boost Retention with Resonate 

Unlock an unprecedented level of insights into your connected TV audiences using the industry’s first-ever cookieless CTV Insights solution. With Resonate CTV Insights, you can uncover key information about audiences, including industry-specific buying intent, media consumption habits, and specific media channels. 

Ready to see your audiences in 4K and boost ad revenue? If you want to dive deeper into today’s high-value streaming audiences and the motivations, values, and drivers that could help you connect to your target consumers, get a demo today.  

The post [INFOGRAPHIC] AI-Powered Insights on Today’s Cord-Cutting Audiences appeared first on Resonate.

First-Party Data for Better Automotive Advertising

If you’re a publisher, media group, or network reading this… ask yourself: Does your team have the 1P insights and audience intelligence needed to win these dollars? Can you differentiate your media solution from the competition? Resonate’s Ignite Platform ties publisher and network 1P data to the freshest, most robust insights machine, ultimately differentiating value proposition. It’s critical, particularly as we’re staring down the inevitable crumbling of the cookie and evolving privacy standards, that your team’s 1P data becomes the advertising currency of the future.  

Resonate has 500+ automotive attributes that help sales teams win local, regional, and national OEM business. Resonate’s automotive study and behavioral profiles allow for the creation of intender segments that cannot be found anywhere else in the ecosystem. Most importantly, these insights and profiles can be connected to various digital properties such as website, mobile app, or CTV. The 1P audience story — related to advertisers’ relevant category needs — is the key for sales teams that are successfully renewing and winning business this year. 

Audience Insights To Consider 

Let’s say the New York DMA is the target market of conversation, where half of households own at least one car. That’s 8.6M individuals that Resonate can efficiently understand and reach. 

Diving deeper into this segment, to varying compositions and indices, Resonate shows that these individuals: 

• Are often the primary vehicle decision maker 
• Opted for a new car during their last purchase 
• Go to the dealership for service 
• Are not totally open to exploring online purchasing platforms such as Carvana 
• Rely on their dealers’ websites for influential pieces of information 

These insights are good news for most automotive advertisers and create meaningful, compelling conversations and strategy. Better news for dealers is that 16% of this segment is already in market for another auto; 24% plan to spend between $25K-$35K. Through Resonate’s Ignite Platform, publishers and media groups can relate these insights to their owned & operated digital properties — helping them win monumental deals while becoming a trusted partner for advertisers. 

Shift Your Data into High Gear

Resonate’s AI-driven, privacy safe insights are trusted by hundreds of agencies, publishers, and media groups across the US to help them win more advertising and sponsorship deals. The automotive category is just the beginning of potential revenue opportunity. Resonate’s taxonomy measures over 14,000 attributes across all key advertiser categories – financial services, health & pharma, travel, CPG, retail, grocery, and more. Sales and strategy teams across the US access Resonate’s easy-to-use, intuitive platform daily to gain insight into their 1P data + O&O audiences, build relevant target segments, and activate digital campaigns that drive results for their clients. 

Want to get started winning your piece of the $9.47B pie? Contact us today for a personalized demo, revealing the key audience targeting that will help you skyrocket ad revenue, boost retention, and make 2022 a game-changing year for your company. 

The post As Automotive Shifts Ad Dollars Away From Linear, Many Are Scrambling For a Piece of the $9.47B Pie appeared first on Resonate.

As streaming services and OTT devices continue to skyrocket in popularity, the less likely it is that everyone will see the same set of Big Game ads. These new ways to consume media are as different on the viewer-side as they are on the advertiser-side.

What can we expect in 2022?

With matured targeting and measurement capabilities and fresh audience insights, publishers and their advertisers can be more sure they are reaching the right people with the right content and not wasting media spend on irrelevant audiences.

To see which brands’ ads may have resonated with audiences tuning in from different sources, let’s take a look at how football fans spend their time and money.

Fresh Insights on Football Fans Tuning in From All Over

The Resonate Ignite Platform has 14,000+ insights on Americans’ media diets, personal values, motivators, hobbies, shopping preferences, how they feel about the pandemic, and more — all updated nightly. We used the platform to build microsegments of Americans who are likely to watch the Big Game and use various streaming services and OTT devices. Our real-time, deep insights reveal acute differences between these audiences.

Learn more about how Resonate identifies specific and personalized audiences and activates effective, measurable campaigns with highly accurate targeting here.

Big Game Audience Insights, By Streaming Service

The audiences below represent Americans who are likely to either watch the Big Game OR to be NFL fans, AND subscribe to the service listed. The audience size represents the total amount of Americans who fall into those parameters, not actual viewership estimates.

Source: The Resonate Ignite Platform

Big Game Audience Insights, By Device

The audiences below represent Americans who are likely to either watch the Big Game OR to be NFL fans, AND own the device listed. The audience size represents the total amount of Americans who fall into those parameters, not actual viewership estimates.

Source: The Resonate Ignite Platform

14,000+ Real-time, Human-level, Actionable Insights

Americans’ media diets, preferences, and opinions are always changing – especially in the face of pandemic-era disruption. Fresh, granular data like the above is crucial to keeping up with what consumers are watching, connecting with, and buying. It’s your ticket to effective storytelling and content distribution.

The AI-driven Resonate Ignite Platform reveals 14,000+ real-time insights on your target audience – down to their behaviors, motivations, values, and anxieties – that are actionable on day one. Enrich your existing audience data with our deep insights for a highly personalized, 360-degree view of the people you need to reach.

Ready to increase advertising yield, improve targeting, and ignite results? Request a demo today.

The post How Big Game Viewers Differ Across Streaming Services and Devices appeared first on Resonate.

That’s why, today, we’re doing an audience deep dive into the streamers that watch the international winter sports games who also happen to love TikTok. Let’s get started. 

NBCUniversal’s CTV Audience: TikTok x Winter Sports Edition 

I can’t say I’m too surprised about the demographics of this streaming audience. The dominant age group of cord-cutters who watch the games and use TikTok is 18-24, our newest adults: The Gen Zers. On the other hand, I find it fascinating that a whopping 60% of this group are women.  

Source: Resonate Ignite Platform, January 2022

But let’s get to the good part. What drives this TikTok-using, winter sports-streaming audience compared to other winter sports CTV viewers? This segment over-indexes for the desire to: 

• Reach social and/or professional status  
• Live an exciting life 
• Express individuality 

According to the Ad Age article noted earlier, NBCUniversal has kept its list of TikTok creators and advertisers very hush-hush. But let’s say the media company is on the hunt for the right influencers and brands right now. Using the Resonate Ignite Platform attributes, such as top psychological drivers and top hobbies, NBCU can strategically go after health food and apparel brands or find fashion and health influencers. 

Uncovering Personal Values to Help Advertisers Connect with Audiences 

Now, we all know that targeting based on flat demographics alone isn’t going to cut it in 2022. So, let’s look at the core values that humanize an audience. This audience values stimulation, achievement, and authority above all else. Here’s a quick breakdown:

Life Full of Excitement, Novelties, & Challenges: May look for new and thrilling experiences and be more likely to take risks to achieve those experiences. Life is an adventure. 

Show Abilities and Be Admired: May seek success and the admiration of others for being successful. Ambitiousness and determination may be distinguishing attributes. Life is about #winning. 

Being in Charge and Directing People: May be more likely to exercise control, be authoritative, and be seen as influential. Life is about social power and being in control.  

The general themes of these values are “self-enhancement” and “openness to change.” To reach this audience on CTV or TikTok, NBCU’s advertisers and influencers should consider using creative and messaging around: 

• Adventure, inventiveness, excitement, and variety in life  
• Being admired, appreciated, successful, and acknowledged 
• Being assertive, commanding, and confident 

…and that’s just scratching the surface of the exciting insights a media company like NBCU can uncover using the Ignite Platform—we didn’t even get into this audience’s media diet, daily routine, product preferences, or brand affinity. But, with TikTok becoming NBCU’s official social media partner for the big games, we’ll be keeping a close eye on what transpires. Stay tuned! 

The post How NBCUniversal Can Tap into its TikTok-Scrolling CTV Audience for the Big Winter Games appeared first on Resonate.

In this infographic which examines their decision making, you’ll learn: 

• Why focusing on subscriptions over free content isn’t always the most lucrative strategy – you need data to drive decision making 
• Why it’s critical to look at the different audiences consuming content on different channels  
• How this network determined that the highest value audience was in front of the pay wall –– and how they pitched it to advertisers 

Want to see the details and get a peek at the nuanced differences they uncovered? Check out the infographic, then request a personalized demo today. 

The post Learn How One Network Found a Higher Value in O&O appeared first on Resonate.

Additionally, beyond the streaming v. non-streaming conversation, there’s another nuance hiding: the difference between live and on-demand streaming audiences. They’re two sides of the same coin and they demand different marketing strategies and ad sales approaches — they require marketers to have a granular, individual level approach to their audience understanding.

Faust says, “As American viewing audiences continue to fragment, marketers are going to need to refine how they think about TV as a channel. In the era of personalization, nuance is everything. It’s time for the insights that marketers use to make decisions to get as granular as the audiences themselves.”

Want to read about these differences and get into the nitty gritty of the data? Read Faust’s article here for a look at the latest in live v. on-demand audiences.

The post Resonate Featured in Streaming Media: Differences Between Live and On-Demand Audiences appeared first on Resonate.

Today, we’re sharing the top 5 media insights that resonated with them — so you can review the trends of 2021 as you continue to prepare for what’s next.

Explore Values-Driven Marketing to Multicultural Audiences 

The U.S. is more diverse than ever—and the need for personalization is at an all-time high. Meet 3 diverse audiences and learn to connect with individuals driven by values and lifestyle choices. MEET THE AUDIENCES >>> 

Uncover the Nuances Between Unvaccinated Americans  

What will it take to persuade unvaccinated American adults to get vaccinated? To craft a message that moves the needle with these audiences, you first need to know what matters most to them. FIND OUT MORE >>> 

Learn How to Engage the Disrupted Consumer  

The Disrupted Consumer has lived with the pandemic for almost two years now. How has that affected their purchasing behavior, media consumption, and retail experience?  GET THE DATA >>> 

Discover New Insights About Streaming Audiences 

Cord-cutting audiences are giving media companies and advertisers a chance to drive ad revenue. But do you have any idea who they are, what they care about, and how to reach them? Start with this report! DOWNLOAD THE REPORT >>> 

Take Your OTT Strategy to the Next Level with Data 

With more people staying home, how are over-the-top (OTT) media services adapting? Get a granular understanding of OTT consumers, what’s striking a chord with viewers, and why in this report. SEE OTT INSIGHTS >>> 

—

NEW REPORT ALERT: Keeping a pulse on consumer sentiment is a full-time job—we should know. But our Recent Events reports make it easy peasy. Download our latest one for real-time data on what Americans are thinking, doing, and buying now!

Get the Latest Wave Report >>>

The post Looking Back to Look Ahead: The Top Media Insights of 2021 appeared first on Resonate.

“There are only two ways to make money in business: you can unbundle, or you can bundle.” — Jim Barksdale 

Deloitte predicts that at least 150 million SVOD (Subscription Video on Demand) services will be canceled globally next year. In the US, they say churn has already reached 35%.  

What does this mean for your media and entertainment company?  

It’s not all bad news. Deloitte also forecasts that more subscriptions will be added than canceled, increasing the overall average number of subscriptions per person in the same report opening a new opportunity for partnerships through bundling.  

So, today, we’ll walk you through what some trendsetting media giants are already doing to prevent more churn with data-driven cross-channel bundling. 

Before we start, here is a friendly reminder that media bundling isn’t limited to television. If a monthly or annual subscription is charged, you can bundle. This means optimized personalization to streamline lifestyle functionality and reduce friction for the end-user. Now let’s dive deeper into what we know before looking at some expected and unexpected bundled services.

Cross-Channel Bundling: Phone Carriers x Streaming Services

A tale as old as time, media bundling has been around for decades. We saw cable providers do it back in the 80s, long before the first TV streaming boom. Today, more and more major video publishers have their own subscription-based streaming platform, often with unique content. But this phenomenon isn’t without its caveats, like many cord-cutters now paying nearly as much as cable to multiple providers. Between price hikes and even more streaming options, some expect yet another shift in overwhelmed subscribers. 

One of the most understated bundling strategies of the year came from phone carriers. While we were all busy watching out for new subscriptions (looking at you, Paramount+), many of our phone plans picked up a streaming channel or two. But which ones were actually relevant to the end-users? 

At Resonate, we like to look at these trends through the lens of the consumer. Let’s do a little deep dive into 2 popular phone carrier streaming bundles of 2021 to learn how these offerings align with customers’ personal values. Get the streaming party started!  

HBO Max on AT&T plans

AT&T, which owns HBO Max, bundles in the ad-free version of the WarnerMedia streaming service with several of its wireless, TV, and home internet plans. Here’s a look at the top personal values of AT&T subscribers. 

Top Values of AT&T Customers

Life Full of Excitement, Novelties, & Challenges
Being in Charge and Directing People
Maintaining a Good Public Image 

Top Values of HBO Max Customers

Acquiring Wealth and Influence
Life Full of Excitement, Novelties, & Challenges
Show Abilities and Be Admired 

Now, how do the values of AT&T customers stack up against the value of HBO Max customers? Survey (and our AI-driven analytics) says: their values are very aligned. Like AT&T customers, HBO Max viewers value acquiring wealth and social status—they like winning. Both also seek adventure and novel, stimulating experiences. 

What makes this media bundle work?

Let’s add a bit more context here—especially given the pandemic-driven changes. If you can recount the blur that was 2021, you may remember that Warner Bros. released all its movies simultaneously in theaters and on HBO Max this year. For an audience who values novelty and social status (if you’re not the first to watch a movie, you’re last) but has been limited by circumstance, this play makes sense.  So, it’s no surprise to see that Universal worked out a similar deal with AMC, as did Disney with Paramount. 

INTERESTING NOTE: In September, we saw HBO and HBO Max lose almost 2 million US subscribers due to removing subscription deals with Amazon Prime — further proof that these viewers see value in media bundling. Another interesting trend we’ll be keeping an eye on is one of the ways WarnerMedia offset the loss and ultimately increase global subscriptions: ad-supported streaming plans. More on that to come! 

Netflix on Us by T-Mobile

Through its Netflix on Us perk, T-Mobile has long offered free Netflix on some of its unlimited plans, including Magenta, Magenta Plus, and its new Magenta Max option. Older plans also have Netflix included, though exactly which version of Netflix will vary.  

Top Values of T-Mobile Customers

Show Abilities and Be Admired
Maintaining a Good Public Image
Being in Charge and Directing People

Top Values of Netflix Customers

Life Full of Excitement, Novelties, & Challenges
Freedom to be Creative
Enjoying Life’s Pleasures 

So, how do the values of T-Mobile customers and those of Netflix viewers match up to each other? One could say that they’re night and day. T-Mobile customers are the only audience whose top three values don’t include living a life of novelty or excitement; they skew almost entirely towards self-enhancement values. On the other hand, Netflix subscribers skew entirely towards an openness to change, creativity, imagination, and fun. 

What makes this media bundle work?

Since this mashup is NOT new, and the media landscape has changed so much in the last couple of years, we’re going to need some historical context. If you remember that far back, the un-carrier was one of the first to introduce cross-bundling between streaming subscriptions and phone plans back in 2017 — and they did it with the biggest disruptor at the time, Netflix. At the time, T-Mobile was catering to a new consumer, one who used their phone primarily for streaming. Being the first awards you the ability to reach audiences that don’t necessarily align with the traditional values associated with your customers!  

Media companies should be tracking consumer sentiment

As consumers deal with a flood of streaming services, (re)bundling presents itself as an obvious solution. Still, we don’t know which company will be the first to offer a batch of subscription products for a discounted price—similar to traditional pay-tv. From a media advertising perspective, the answer is an important one. The content aggregator is the consumer’s direct point of commerce, which comes with the perk of consumption data. In the digital age, that’s the ideal position when advertisers follow spending habits.   

I said it before, but it bears repeating: media bundling doesn’t need to be restricted to just TV. This gives content aggregators the ability to personalize offerings like never before, mixing and matching tv, news, e-commerce, gaming, and any other service that charges a monthly or annual subscription rate.  The possibilities are endless, but time—and consumers—will tell which out-of-the-box bundles work. We’ll be keeping up with the trends either way. 

The post Phone Carriers X Streaming Services: Does Cross-Bundling Align with Consumer Values? appeared first on Resonate.

Let’s take the recently buzzed-about Paramount+ and its premium cable counterpart (but also standalone subscription service), Paramount Network.   

Peeking at both Paramount Network and Paramount+ subscribers inside the Resonate Ignite Platform, uncovered a world of opportunity for the media company to secure big advertising dollars in two key markets: sports and politics. Let’s discuss. 

But first, let’s talk about sports advertising… 

With the Winter Oly****s happening in February and the FIFA World Cup starting in late November, we can expect a VERY interesting year in sports and sports advertising—especially given the rise in streaming wars for sports content. To name a few examples: 

• NBCUniversal is shutting down NBC Sports Network and betting on Peacock for sports 
• The new official Thursday Night Football is set to be streamed on Amazon’s Prime Video 
• Viacom is moving Inside the NFL from Showtime to Paramount+ 

Having both network and streaming audiences can mean big ad revenue for CBS Entertainment Group.   

Where do Paramount audiences fit into the picture? 

Teal: Paramount+ Subscribers, Red: Paramount Network Watchers

Source: Resonate Ignite Platform, December 6, 2021.

An easy-to-spot observation is that both audiences are more likely to watch the Olympics than the average US consumer. But, while Paramount+ subscribers are 35% more likely to watch, Paramount Network watchers are a whopping 94% more likely to watch the event.  

An even closer look at these audiences shows just how much more prone Paramount Network subscribers are to watch sports in general, be it on TV or online. It makes up 3 of their top 3 hobbies! 

What this means for media: 

The media company doesn’t have to lose out on advertising deals to and with other providers, like ESPN and Fox Sports, just because its non-streaming audience doesn’t watch sports. That’s definitely a good thing given CBS Entertainment Group’s desire to change that. 

“Paramount Plus will be the leader in live sports,” CBS Entertainment Group head George Cheeks said bluntly. “Bottom line, everything sports fans love on CBS . . . all of this will be available on Paramount Plus.” (Source: Deadline, 2021) 

The key is learning how to reach these audiences and where to reach them to increase ad revenue and optimize yield management. While Viacom continues making money moves to turn Paramount Plus into a booming sports destination, the network can keep securing advertising dollars because its audience is full of sports fans today! 

Switching gears—let’s talk politics… 

Okay, I know I said it would be an exciting year for sports but what happens in the political ad space is sure to be next year’s blockbuster.  

With a nearing cookie-less future, political campaigns are set to change dramatically, and midterm elections are coming up. While we saw the start of political CTV ads in the last big election cycle, the pandemic accelerated the growth of streaming and ad tech. According to Axios, we can expect that digital TV ads will flood living rooms during the 2022 midterms.   

Where do Paramount audiences fit into the picture? 

Teal: Paramount+ Subscribers, Red: Paramount Network Watchers

Source: Resonate Ignite Platform, December 6, 2021.

At first blush, you’d think network watchers and streaming subscribers aren’t that different; around 40% of both audiences are registered Democrats. But, here’s where human-level insights come into play and nuance matters most: they differ in everything from voting frequency to fiscal ideologies to their most pressing social issues.  

While Paramount+ subscribers skew on the more liberal side of the spectrum, Paramount Network viewers are more conservative, both socially and fiscally. 

What this means for media: 

With the impending death of cookies and the inevitable rise of CTV campaigns, the odds favor the media company with the insights to inform a great political strategy. To win these hunger games, CBS Entertainment Group can use deep consumer data to show—not just tell—advertisers that they have a candidate’s audience, where to reach them, and what political drivers should be considered for messaging.  

The post The Data Shows…Paramount+ and Paramount Network Audiences are Actually Quite Different  appeared first on Resonate.

But the landscape has changed significantly since last year. Consumers continue evolving, privacy laws keep changing, and the streaming wars continue. Advertisers also expect more — more data, more insights, and of course, better results. So today, we’re going to discuss three key factors that can make or break a content distribution strategy and why they should be on your radar. 

3 Key Content Distribution Optimization Factors

Viewing

This one’s easy, and you were probably just looking at a dashboard full of answers to things, like who’s watching? How long? Live or on-demand? Internal analytics and first-party data can give you a good baseline understanding of viewing behaviors by platforms. However, only looking at viewing trends and behavior is not enough to optimize your ads OR grow your revenue.  

Also, I know you love the promise of your first-party customer data. But the truth is, you’ll probably run into some challenges with changing data privacy laws and the impending death of the third-party cookie. To truly leverage your customer data, you’ll still need access to other data—both for activating first-party data and understanding an evolving market as a whole.  

Revenue

Ultimately, your client wants to know if your creative drives sales or if one publisher is driving more leads than another. That’s why it’s imperative to have a clear view of a campaign’s ROAS to illustrate how much revenue the ads ultimately bring and where ads are delivered the most.  So, on top of understanding viewing, you need to create the most monetizable views. That’s dictated by the audiences the advertiser wants to bid on, which we’ll cover next.    

Audience

Companies are typically data-rich but insights-poor, which is a real shame because incorporating audience insights into viewing and revenue is crucial in creating a content distribution optimization strategy. And, I’m not talking about just demographics either; we’re way past that. 

At Resonate, a better understanding of your audiences goes deeper into their values, interests, characteristics, and media consumption, to name a few. And, when these rich insights are also dynamic, your audience development strategy will always be on point, and you’ll always be ready for what’s next. 

Right Message, Right Audience, Right Time 

The promise of programmatic offers the ability to target that right audience with your compelling message at the right time. But, there’s a growing need for a solution that allows programmatic buyers to move beyond the clicks and impressions, allowing for content distribution optimization based on human-level insights.  

Media consumption, readership and viewership, podcasts, streaming, subscriptions, studio release, etc.—we can help you fill in those audience gaps at scale. The Resonate Ignite Platform leverages cutting-edge AI, unlocking robust data on over 230 million U.S. consumers. And, you can load your own data easily and securely to enrich it with our proprietary insights.  

The result? You’ll be the subject matter expert when it comes to your advertiser’s customers — with the data to prove it. And that’s what will land more contracts, extend more deals, and ultimately increase ROAS. 

The post 3 Content Distribution Optimization Drivers appeared first on Resonate.

Want to learn more about other streaming-specific audiences? Check out our blog posts on binge watchers, non-binge watchers, Disney+ subscribers with young kids, and Gen Z v. Millennial audiences.

Who could this audience benefit? Advertisers looking to connect with viewers who can’t be found on streaming services and/or streaming networks who are looking to expand their subscription base. Let’s look at three helpful facts for these marketers.

One: They’re 17% more likely to use Verizon Fios as their cable provider

Verizon offers a free year of Disney+ to their subscribers. This is a win-win proposition: it makes Verizon more appealing for those who want access to Disney+ without the extra expense and it gets viewers hooked on Disney+ (the goal being a renewal after the freebie year). To snag more of these viewers, other streaming subscriptions could look into similar partnerships, with Verizon Fios continuing to be the leader in reaching this audience.

Note: You can explore this exact story more in this blog post!

Two: This Baby Boomer group is primarily retired

It’s probably not a surprise that the audience without streaming services skews older and retired. But these numbers are significant: 54% of these consumers are over 55 and they are 96% more likely than average to be retired.

Three: Only 2% care about avoiding commercials

If you want to lure them over to your streaming network with the promise of no commercials, forget it. They don’t care. They’re used to watching commercials and it’s not a priority or worth the effort to avoid them

But, if you’re an advertiser, your ears may perk up here. You have this audience’s attention. If you’re placing ad spend on cable channels or broadcast networks, you’ll want to target this group: older, retired Baby Boomers who are 31% more likely to watch 20 hours or more of broadcast TV a week.

Discover These Insights On Your Target Audience

This is intel your advertisers want — and need — when they’re choosing where to place ad spend and who to target. Let’s set you up with a time to look deeper at this audience and how you can use it to leverage advertiser wins and retention. Contact us today.

The post 3 Facts About Your Friends Who Don’t Have Streaming Services (Yes, They Exist!) appeared first on Resonate.

The Disney+ data doesn’t stop here! We’re always looking at insights on one of our favorite streaming channels. We’ve also looked at Disney+ Viewers Without Kids and Verizon Customers Who are Disney+ Subscribers (are they just using their free year?!).

One: They value living an exciting life

These Disney+ viewers are driven by living an exciting life, but they also value caring for family and friends. They’re likely drawn to shows that tie in both of those themes, so don’t underestimate their willingness to switch on the TV for an episode of Mandelorian after the kids go to bed. Additionally, they’re more likely than the average consumer to eat with their family four times a week, so family time is high on their priority list. Shows that encourage families to gather round together are sure to be a hit.

Source: Resonate Ignite Platform, November 2021

Two: The mobile app experience needs to be top notch

You know the drill. Parents want to eat a meal in peace or make it to their road trip destination without a meltdown. Child gets the iPad. This routine tracks with this audience’s viewing behavior. They’re 54% more likely than the average consumer to watch Disney+ on both their phone and tablet and we have an inkling that it might be Junior who has the app in hand. Creating an easy to navigate experience will help these Disney+ parents out.

Source: Resonate Ignite Platform, November 2021

Three: Nearly 90% also subscribe to Netflix

When it comes to competitors, one rises above the rest. Netflix is the behemoth that dominates streaming subscriptions and almost 90% of this group regularly watch it. They’re more likely across the board to watch almost all streaming channels, but one to notice: ESPN+. They are 156% more likely than the average consumer to watch ESPN+. Does this mean Disney+ needs to keep their eye on sports programming opportunities?

Source: Resonate Ignite Platform, November 2021

Four: This group is optimistic, confident, curious, and playful

Network marketers need to connect with their viewers’ mindset. If Disney+ viewers with elementary school-age kids are their target audience, they need to think optimistic, confident, curious, and playful. Those are all words that evoke Disney, right? These kid-friendly attitudes should come across in both messaging and content in order to resonate with viewers.

Source: Resonate Ignite Platform, November 2021

Learn more about other high-value streaming audiences and how you can put Resonate’s deep, proprietary data into action as a network or advertiser to boost revenue and drive ad sales, download our State of Streaming report today.

The post It’s Tablet Time! Learn 4 New Insights on Disney+ Viewers With Elementary School Kids appeared first on Resonate.

Ready to get started? Here’s your 5-step guide to prove your network’s value, win ad dollars, and boost retention.

1. Demonstrate to advertisers that you have deep, real-time insights on their targeted high-value audience

Resonate customers use our deep, fresh, proprietary first-party data to show advertisers they know exactly who they’re targeting. If an advertiser wants to reach a Gen X luxury car intender audience one season and a Millennial hybrid car intender the next, that’s not only possible, but Resonate lets you go deeper. We can look at exactly what your audience values and what their purchase plans are now and in the future — giving you a clearer picture of the most high-value audience to wow potential advertisers and win big business.

2. Identify the 360-degree profile of the target audience

The storytelling that’s possible within the Resonate Ignite Platform is driven by 14,000+ AI-driven attributes and 230 million consumers, which is to say, it’s not limited at all. When you enter a pre-sales conversation, you go in armed with a 360-degree profile of an advertiser’s target audience. You know more about their customers than they do. That’s what wins a pitch!

3. Validate the targeting effectiveness of your audience and their desired audience

With Resonate, you can reveal the exact media diet of your audience to demonstrate that you know exactly when and where they’re consuming content on your network. You know whether you’ll catch them during weeknight football or weekend news, whether they’re streaming on their phone or on CTV, and whether they flip through the commercials — or don’t.

4. Showcase “added-value” research to the advertiser​

In addition to the demographics, values, media diet, and purchasing plans of the target audience, you can also dig deep into 14,000+ insights that reveal the why behind a consumer’s decisions. Present “added-value” research in your pre-sales pitches to show the advertiser that your proprietary data reaches deeper than any other data on the market. Who else can tell you whether a consumer cares more about safety, environmental impact, or that their car is an extension of themselves?

Source: Resonate Ignite Platform, November 2021

5. Deliver improved ad performance

Resonate’s real-time data allows you to continuously optimize, measuring success and performance across digital channels to help advertisers chase their target audience. You’re delivering higher value for advertisers, they’re continuing to spend with you, and the result is a retention win.

Want to see firsthand how Resonate’s deep, real-time, proprietary, and first-party data insights can give you a winning edge over your competitors and boost ad sales revenue? Request a demo today to get started.

The post Your Guide to Prove Your Network’s Value, Win Ad Dollars, and Boost Retention appeared first on Resonate.

1. Their TV preferences are of the superhero variety

We expected The Mandelorian to top the Disney+ subscribers without children list, but, in fact, they’re actually less likely than the average consumer to watch this Star Wars prequel. Instead, they tune in to shows that center around superheros, including Marvel and Captain America spinoffs. Then, add in a dose of Lizzie McGuire for nostalgia purposes. Continuing to release exciting shows involving superheros will keep this group engaged and watching.

Source: Resonate Ignite Platform, November 2021

2. Gen Z males dominate this group

Who are the Disney+ subscribers without children? Over 50% of them are male, almost half are Gen Z, and they’re looking to live a life full of excitement and creativity. This ties back to our first point, with exciting superhero shows as the focus, but also consider the nostalgia piece we mentioned. Take into account their age and what shows will have them saying, “Oh, I remember that!”

Source: Resonate Ignite Platform, November 2021

3. To find more people like these viewers, Disney+ should advertise on YouTube

Knowing where to reach viewers — and others like them — is critical. Disney+ can run ads for new shows (particularly those superhero releases!) on YouTube to go directly to 82% of their childfree audience.

Source: Resonate Ignite Platform, November 2021

4. This is a binge watching group!

These Disney+ subscribers without children are 65% more likely to binge watch than the average consumer and significantly less likely to never or rarely binge watch. This means Disney+ should release shows in bulk to keep viewers hooked for hours. Don’t make them wait another week!

Source: Resonate Ignite Platform, November 2021

5. They’re more likely to watch on their phone or laptop

It’s important to know their preferences for watching TV so you can optimize your platform for their habits. The mobile app experience needs to be top notch to keep these viewers coming back.

Source: Resonate Ignite Platform, November 2021

Want to reach other similar streaming audiences? Need to recreate an audience like Disney+ Subscribers Without Children in your own viewership? Read out just-released State of Streaming for more information on how you can tap into valuable streaming audiences.

The post Disney+ Isn’t Just for Kids! 5 Fast Facts on Disney+ Subscribers Without Children appeared first on Resonate.

This is the question on Disney+’s marketing team’s radar. It’s up to them to position their streaming service as worthy of the monthly investment — and we have some tips to help them. We looked at Disney+ viewers who are also Verizon customers to learn more about their behaviors, psychographics, values, and drivers, and make the connections that could help Disney+ retain them.

Tip One: They’re 35% more likely to watch streaming TV on their mobile phone

Meet your audience where they are. TIP: With viewers that are more likely than the average consumer to watch streaming TV on their mobile phone, Disney+ needs to make sure their mobile app experience is top-notch if they want to retain customers. Giving them access on-the-go, especially important for this group that’s more likely to travel both internationally and domestically, will improve their experience and loyalty.

Tip Two: They’re binge watchers at heart

Movies are great, but binge-able content could be better. One of the surefire ways to encourage these viewers to renew their subscription is to keep them watching episode-after-episode, season-after-season. TIP: Disney+ needs to churn out the shows that binge watchers love since they’re 27% more likely to always binge watch than the average consumer.

Want to know how to connect with a binge watcher? We’ve got your details.

Tip Three: They’re hooked on action-packed content…and “Frozen”

For a group that values excitement and challenges, it’s on brand that their favorite movie genres include sport, war, westerns, thrillers, and sci-fi. But, they are more likely than the average consumer to have children under 5, so animation snuck its way in there, too.

TIP: If Disney+ is going to keep these viewers hooked on their content, they need to deliver what the people want and that’s action-packed movies and shows (again, more “Mandalorian”), while also providing options that their children will ask for again and again.

If their little one has a meltdown if they don’t watch Frozen every morning and Disney+ is the only streaming service that carries it, you can guarantee their parents will hit “renew.”

Want to know more about streaming audiences and how you can connect with them? Download our annual State of OTT report to learn how Resonate data can help media and entertainment companies boost ad revenue, tailor content distribution, and grow subscribers, while giving advertisers a clearer picture of audience preferences.

The post Free for One Year! How Can Disney+ Retain Their Freebie Verizon Customers? appeared first on Resonate.

You’re looking for new opportunities in your audience to drive sales revenue and end your year in the black. If you’re a sports network, travelers should be at the top of your list of high value audiences. They’re watching your programming, they’re already planning travel, and travel-related companies should spend big bucks with you to battle for bookings, particularly ahead of year-end travel.

The Sports Network and Travel Audience Connection

We looked at an audience of “Frequent Travelers” and noted that all of their top TV networks are sports channels. They’re 90% more likely than the average consumer to regularly watch ESPN 2 and 86% more likely to watch NBC Sports Network. As a sports network, this is an audience that is actively and frequently on your channel — your job now is to court travel advertisers who will see a strong ROAS by connecting the right message to the right audience on the channel.

Let’s look at four key insights you can provide advertisers in a pre-sales pitch that will wow them with your deep data and persuade them that your channel is the one that will bring them the highest ROI.

Meet the Frequent Traveler

First, a brief meet-and-greet. In the Ignite Platform, there are easy data visualizations to help you garner quick insights on your audiences. In the Audience Introduction view, we can see that the Frequent Travelers is a male millennial, married, with roughly under half having children at home. They value living an exciting life, being physically active, going to the gym, and, of course, attending sporting events. They’re optimistic and they value freedom and being in charge.

These basic attributes are critical in informing messaging to this group. We’ll dive further into their travel preferences, but knowing that they prioritize fitness gives you a leg up in saying to your potential advertisers, “Hey, we know if you run an add that emphasizes active travel and state of the art gym facilities, this audience is going to perk up.”

Insight One: They Fly With United and Stay at Hilton and Marriott Hotels

If you’re pitching Hilton, you need to present this data and show the media buyers that Marriott is taking the lead with this group — but they’re not up by much. This Frequent Traveler group is an area of opportunity for Hilton and, if they advertise on your network, where you know this audience is tuning in, Hilton has a chance to put their offers front and center and snag the #1 spot.

Same goes for letting United know that these are their people and they need to buy air time to prevent Southwest or Delta from vying for bookings.

Insight Two: Appeal to Their Preferred Style of Leisure Travel

Make creative recommendations in your pitch that will show your advertisers you have granular, fresh data that goes beyond flat demographics and who’s watching what. Let them know that frequent travelers are likely to plan trips for a sporting event or to see family. When your prospective advertiser uses those themes in their ads, they’ll resonate with this audience and allow them to see themselves booking that beach vacation with their family…that just so coincides with a major baseball game.

Tip: run promotions around big year-end sporting events to capture the attention of the frequent traveler! 

Insight Three: Incorporate the Travel Attributes that Matter to Them

Fill advertisers in on the travel attributes that will actually inspire them to go from ad to book. These frequent travelers, who you’ll find watching sports networks, care about energy-efficiency, time-saving hacks, and rewarding products. They want a luxurious, enjoyable experience. How can you tie all of these back to what we know about their travel preferences? For example, they like to stay active but how can that be done in a way that is either luxurious or saves time? Advertisers can consider featuring their five-star gym and spa facilities or showing a busy traveler saving time by working out on-site, then going to cheer on their favorite team with their family.

Insight Four: Focus on What Matters to This Audience

Advertising converts when it taps into what matters to a particular audience. For this group, it’s important to them to be an active member of a frequent travel program — how can your advertisers make their rewards program, promotions, and perks central to the creative in their spots? Additionally, they enjoy luxury amenities. We’re back to our focus on a luxurious stay as something that would inspire this group to book.

Bring the Right Message to the Right Audience on the Right Channel

Want to learn more about the different audiences on networks and how advertisers can capitalize on that data? Read our just-released State of Streaming. Ready to jump in and start boosting your year-end ad sales? Request a demo today.

The post End the Year in the Black | Use Case: Why Travel Advertisers Are a Key Audience for Sports Networks appeared first on Resonate.

Tapping Into the Nuances Between Gen Z v. Millennial Audiences

The Resonate Ignite Platform gives you access to demographics, yes, but also the behavioral data, values, motivations, media habits, and purchasing drivers that can boost your pre-sales pitch and enrich an advertiser’s messaging to your audience. Your access to Resonate data helps them connect the right message to the right audience at the right time and on the right channel (yours!). For this blog post, we looked at two audiences: Millennials Who Are Likely to Shop on Cyber Monday and Gen Z’ers Who Are Likely to Shop on Cyber Monday, and discovered three key nuances that can help you help your advertisers speak to each one directly — boosting their revenue and boosting your ad sales.

One: Who’s Spending More?

Perhaps not a surprise since they’re older and more established, Millennial Cyber Monday shoppers are more likely than Gen Z’ers to spend more on holiday gifts. Neither has a significant percentage breaking the bank and spending over $1,000, but Millennials are 15% more likely than the average consumer to spend $500-$999. Gen Z plans on spending a more modest amount, with nearly half of these 18 to 24 year-olds* spending under $250 this holiday season.

How this applies to you: You can bolster your pre-sales pitch to advertisers based on the price point of their offerings and how that matches up with your audience.

*Note: Resonate only surveys adults over 18.

Source: Resonate Ignite Platform, October 2021

Two: What Do They Plan to Buy in the Near Future?

If you’re curious what might be on their online cart on Cyber Monday, Gen Z Cyber Monday consumers are stocking up on video games and sports and fitness equipment, while slightly older Millennials are buying watches, jewelry, toys, games, and children’s products.

How this applies to you: If you see that your audience is likely to buy video games and spend $100-$249 this holiday season, plus, that’s a critical insight you can offer a gaming retailer — and it’s information competing channels may not have.

Source: Resonate Ignite Platform, October 2021

Three: What Do They Value?

Gen Z Cyber Monday shoppers are young and trying to find their place in the world, so they are driven by the personal values associated with that: acquiring wealth and influence, showing abilities and being admired, maintaining a good public image, and living a life full of excitement and challenge. Millennials hold similar values close, though at slightly lower compositions.

How this applies to you: Your pitch to advertisers can include a deeper look at the audience they want to target. They may want to reach Gen Z Cyber Monday shoppers, but do they realize that this audience cares most about acquiring wealth and influences, as well as being admired? Those are personal values that can inform messaging, resonate on an individual level with consumers, and drive purchasing decisions.

Source: Resonate Ignite Platform, October 2021

Want to go deeper on holiday spending? Read our Holiday Retail Guide for insights about holiday shopping, which includes their media consumption. Ready to jump in and start boosting your year-end ad sales? Request a demo today.

The post End the Year in the Black: 3 Key Nuances Between Gen Z v. Millennial Audiences Your Advertisers Need to Know appeared first on Resonate.

That’s where you come into play. Media and entertainment companies who use Resonate have a leg up — they can tap into over 14,000 insights on over 230 million U.S. consumers to show retailers exactly where their customers are consuming content and how to reach them. This is the data you need for pre-sale pitches to skyrocket your revenue this holiday season and looking into 2022.

Here’s how it works.

Connect Retail Goals to Your Ad Revenue

Let’s pretend you’re NBC. Your first step: locate retailers’ target holiday audience, the Black Friday and Cyber Monday shopper, and overlap them with your audience. The Resonate Ignite Platform gives you a 360-degree view of the values, behaviors, motivations, and drivers that influence consumer behavior. Flat demographics don’t make purchasing decisions. You need to go deeper to show potential advertisers who their target audience is.

Show Which Retailers are Top of Mind for These Shoppers

You’ve nailed down the audience, but you’re also set up to specifically pitch the brands they’re shopping with — and validate to these brands that you do, in fact, have their customers, and those of their competitors. If you’re making a pitch to an advertiser regarding their holiday shoppers, you can say, “Hey, TJ Maxx, we know that our holiday shopping viewers are 80% more likely to be your shoppers — and they’re also 41% more likely to be your competitor, Kohl’s, shoppers. If you get your ads in front of this audience, you’ll be the one they choose to spend their gifting dollars with.”

Demonstrate Why Holiday Shoppers + Target Advertiser + Your Channel is a Match Made in Sugar Plum Heaven

Next, you’ll show this brand the media report on the target shoppers. We know these holiday shoppers are NBC viewers, but it helps to see that they’re also more likely to watch NBC Sports Network, they subscribe to NBC’s streaming network, Peacock, and they’re more likely to watch TV through a streaming box.

Share the Values That Will Engage and Convert This Audience

We guarantee your competitors aren’t showing potential advertisers this level of deep data on humans. To make a connection and win holiday dollars, you need to make an emotional connection with consumers. Shoppers don’t just purchase based on need — they purchase based on engagement and feeling connected to a brand. If your messaging hits home with them and their feelings around the holidays, you’re more likely to be the brand that makes its way into their cart. For this specific audience, you’ll see that equality and caring are at the top of their personal values. Consider how you can incorporate themes of equality, caring, and nurturing into your holiday ads.

Additionally, if you know that this audience prefers products that are luxurious, sustainable, and fun, that gives you a spin to put on your messaging, creative, and offers.

Bring it All Together in One Surefire Pitch

With all of this holistic, real-time data in hand, you’re ready to put a winning pitch in front of advertisers eager to bring in EOY dollars — and set yourself up to end the year in the black. Want to access these deep consumer insights? Get started today. Request a demo for a personalized look at your audience and your prospective advertisers’ key customers.

The post End the Year in the Black: Connect Retailers’ Goals to Your Ad Revenue appeared first on Resonate.

The Resonate Ignite Platform gives you access latest data on consumer sentiment and AI-driven insights across industries with Resonate — and it lets you use it. You’re empowered with easy-to-use data visualizations that can go straight into activation. See it for yourself in the infographic below.

Ready to see your audience more clearly? Request a demo today.

Ending copy: You need clear, more efficient data to keep up with an evolving marketplace –– and you need a streamlined way to put those insights into action. You need Resonate. Request a demo today. 

The post [Infographic] Dump Your DMP Data for Clear Insights and Actionable Data Visualization appeared first on Resonate.

Want to dive deeper this season? You can learn more about the holiday retail shopper in 5 Tips to Win Consumers’ Gifting Dollars or revisit our Travel and Hospitality Marketer’s Playbook for additional travel-fueled insights.

The post [Infographic] Maximize Your Ad Dollars by Targeting the Jolly Jet Setters appeared first on Resonate.

However, that doesn’t mean you should let them slip off your radar. While the non-binge watcher isn’t here to watch all seven seasons of Parks and Rec, they still make up a group of 25 million U.S. consumers and, whether you’re a streaming service or a cable company, you want to retain them. Here’s how.

Tip One: Hey Streaming Companies, They’re Not Interested in Cutting the Cord

This group may be old-fashioned when it comes to their media consumption. While this group does have streaming subscriptions, they’re 21% more likely than the average consumer to have a cable TV subscription and they have no plans to give that up. They’re 13% more likely to say they are definitely not considering cutting the cord and only 6% are actively considering cutting the cord — that’s 11% less likely than the average consumer.

Source: Resonate Ignite Platform, September 2021 | See it for yourself today!

This is great news for cable companies! Retention shouldn’t be an issue — except with that 6%. In that case, they aren’t big TV watchers, they’re 47% more likely to watch less than 5 hours of TV a week, so you may lose them simply due to lack of need. But, you could lure them back in by focusing on their favorite types of shows, which all happen to fall in the non-fiction genre. They’re an older group, 18% are 65+ years of age, and programming that appeals to them, during their peak watch hours of 5 PM to 7 PM makes sense.

Source: Resonate Ignite Platform, September 2021 | See it for yourself today!

Tip Two: Let’s Look at What They Are Watching

There is a significant group of these binge watchers who watch less than 5 hours of TV a week — a full 24% and that’s 41% more likely than the average consumer. However, don’t think they’re living in the dark ages. 22% of them watch 20 hours or more, which is 11% more likely.

During those hours, they’re watching Game of Thrones, The Mandalorian, and NCIS, and they’re right on par with the average consumer when it comes to their viewing of these shows. Where they pull ahead is in regard to awards shows. This group loves an awards show. They’re more likely than the average consumer to watch everything from the Grammy Awards to the Country Music Awards, which have seen an uptick in streaming viewers.

While they may be steadfast in their commitment not to cut the cord, as streaming networks continue to poach views for programs that used to be broadcast only — like awards shows — an opportunity could open for streaming networks to win over those viewers.

Source: Resonate Ignite Platform, September 2021 | See it for yourself today!

Source: Resonate Ignite Platform, September 2021 | See it for yourself today!

Tip Three: They’re Less Likely to Care About Your Mobile App

This audience isn’t necessarily tech savvy. They spend a lot of time online per week, sure, but they are 15% less likely than the average consumer to use their phone for streaming. When you’re looking to optimize content distribution, your mobile app, YouTube, and other mobile streaming options are less of a priority here.

Source: Resonate Ignite Platform, September 2021 | See it for yourself today!

Bonus Insight: This Audience Isn’t Bothered By Commercials

This is intel your advertisers want — and need — on a high value audience, including where you’ll find them, when you’ll find them, and deep, real-time data on their purchasing intent, preferences, behavior, and more. Let’s set you up with a time to look deeper at this audience and how you can use it to leverage advertiser wins and retention. Contact us today.

Source: Resonate Ignite Platform, September 2021 | See it for yourself today!

The post 3 Tips to Retain the Non-Binge Watcher appeared first on Resonate.

The Resonate Ignite Platform introduces you to a holistic picture of the audiences you’re targeting and, yes, that includes the binge watchers that you need to understand as you plan your OTT advertising spend. We looked at consumers who reported that they often or always binge watch TV to get a sense of the values and drivers that resonate with this audience and have four ways you can use this data to inform advertising creative and messaging.

One: Emphasize Their Desire for Creativity, New Ideas

Despite the binge watcher’s confident stance on the couch, they do have a yearning for creativity and new ideas. Appeal to that through your messaging. The same old ad spots aren’t going to resonate. This group is primarily millennials, so the advertisers that will hit a home run with this group could include out-of-the-box start ups that provide a new spin on a traditional purchase. Tip: this group is 4X more likely than the average consumer to plan on making a living room or home office furniture purchase in the near future — if you’re a streaming service, this is a nugget you’ll want to share with potential advertisers!

Two: Appeal to Their Pursuit of Enjoying Life’s Pleasures

The binge watcher enjoys the good things in life. They are 1.5X more likely than the average consumer to consider international travel a hobby, they enjoy cooking, baking, and spending time with their family. They have an optimistic outlook. Pulling at their heart strings might not be the way to connect. Instead, you want to keep things upbeat, joyful, and fun in your ad creative. A feel-good commercial for an advertiser that has to do with travel, food, or spending time with others is going to connect with the binge watcher.

Source: Resonate Ignite Platform, August 2021

Three: Put an Emphasis on Romance

We love love — and so does the binge watcher. When they’re forced to tear themselves away from their favorite show on screen, give them advertising creative that keeps those romantic vibes going. Let’s return back to their love of travel and that they’re a millennial audience. They may have young kids at home, but perhaps creative that shows a couple reconnecting while (safely) on a getaway will strike a chord.

Four: Add in a Healthy Dose of Excitement

Keep things exciting in your creative! For example, if you’re a car company looking at your OTT ad spend and this is your target audience, then that age-old trope of off-roading adventures and exciting drives through the city could work with this group. Tip: they are more likely than the average consumer to consider a fuel-efficient or hybrid car for their next purchase and they’re 32% more likely to explore online-only car purchasing options, like Carvana. As a media company, this is a data point to share with potential advertisers. 

Source: Resonate Ignite Platform, August 2021

Want to know more about streaming audiences and how you can connect with them? Download our annual State of OTT report to learn how Resonate data can help media and entertainment companies boost ad revenue, tailor content distribution, and grow subscribers, while giving advertisers a clearer picture of audience preferences.

The post 4 Ways Advertisers Can Use Values-Driven Data to Connect With Binge Watchers appeared first on Resonate.

The term “zero-party data” is getting more lip service in the media and entertainment industry, and for good reason. As more consumer privacy legislation is passed and with third-party cookies slated to disappear entirely, publishers are re-prioritizing first-party data and its more privacy-centric cousin, zero-party data.

Zero-party data lays important groundwork for content relevance and advertising personalization, but it stops short of completing the picture of the people in your audience, and it is not scalable. Third-party data that is both privacy-safe and accurate must fill in the gaps. But as the industry leaves cookies and other data sources with questionable origins behind, how do you maintain balance between consumer privacy and deeply understanding your audience so you can deliver engaging media?

Resonate’s proprietary data set has been privacy-friendly from the beginning. Our double-opt-in National Consumer Study serves as the ground truth for our 13,000+ Resonate Elements — granular data points that drill down to consumer values, drivers, preferences, and habits — which are then scaled with AI to represent 230 million American adults and updated nightly. Media and entertainment organizations use our deep data to curate relevant content, optimize advertising revenue, and drive audience-focused strategy.

Our efforts to be more privacy-centric, and more effective, without cookies are well underway, with testing of our post-cookie solution already showing incredible results. We continue to enhance our leadership position by refining the already robust Resonate Identity Graph to encompass new identity forms. This gives us even more scale, higher precision, and better insights to drive your decision-making and ignite your growth.

Onboard your zero-, first-, or other third-party data into the Resonate Ignite Platform for a unified view of any audience segment you or your advertisers want to know more about. All of your data is now in one place and, on top of what you already know about your audience, you have instant access to real-time, granular insights. With data append, close the gaps in your zero-party data by exporting thousands of proprietary Resonate Elements into your own customer file. See the personal values and psychological drivers that drive your audiences’ decisions, find out where else they consume media, what brands they buy, what they look for in products, and much more. Plus, with custom research, the answers you can get about YOUR audience are always within reach.

Enrich your zero-party data with 13,000+ real-time, privacy-safe insights

Give your media producers and advertising salespeople access to data they can put to use today to drive more revenue for your organization. Request a demo.

You may also be interested in…

• • 5-Minute Guide to Privacy-Safe Consumer Data, Insights, & Engagement
  • Case Study: How to Increase Publisher Advertising Value

The post Zero-Party Data: How to Leverage it in the Media & Entertainment Industry appeared first on Resonate.

What will it take to persuade unvaccinated American adults to get the shot and help put an end to this pandemic? Resonate’s same data used by top brands and organizations to win over Americans can be used to show campaigns and organizations how to reach the unvaccinated and boost the vaccination rate.

We continuously survey Americans to track fast-evolving sentiment and behavior throughout the pandemic. Our August report just launched, including granular data revealing why some Americans are putting off vaccination. Our latest data can also tell us how many folks are still planning to get the shot but haven’t yet vs. those who say they never will.

Using the Resonate Ignite Platform, we’re able to compare these two distinct groups of vaccine-hesitant Americans and vaccine-resistant Americans. This uncovers granular, real-time insights including their personal values, psychological drivers, media diets, and more insights you can use to appeal to each audience effectively and efficiently.

Get insights on how to reach the unvaccinated

In this updated version of our Moving the Needle report, you’ll learn:

• How Americans feel about the current state of the pandemic and COVID-19 vaccines
• The personal values, demographics, psychographics, and media diets of vaccine-hesitant and vaccine-resistant Americans
• Five data-driven tips for reaching the unvaccinated with the right message on the right channels

Get access to 13,000+ more data points on unvaccinated Americans in any part of the U.S.

These crucial insights are available on virtually any segment of Americans. Trying to reach Missourian millennials? Black Washingtonians? San Franciscan teens? All unvaccinated Americans?

Our real-time data doesn’t just tell you *who* the unvaccinated are, but *why* they’re hesitant or resistant. With our platform, get immediate insight on how to motivate a nuanced target audience, then immediately activate the right message on the right channel. 

Request a demo today.

The post Updated Report: How to Reach the Unvaccinated appeared first on Resonate.

The Delta variant and recent change in Republican rhetoric are pushing some unvaccinated Americans to get the shot, but at ~30% of the adult population, these two forces won’t be enough to close the gap.

Using the powerful AI in the Resonate Ignite Platform, we’re able to build a segment of Americans who never plan on getting the vaccine, or are only slightly likely to. This reveals 13,000+ real-time data points about them, down to their personal values, psychological drivers, lifestyles, media diets, and more.

Demographics of vaccine-resistant Americans

The demographics of vaccine-resistant Americans. Source: the Resonate Ignite Platform

Demographics are a good level-set, but to even begin to understand and engage these unvaccinated Americans, we must know *why* they’re hesitant or resistant.

Top reasons for not wanting the COVID-19 vaccine

• 1 in 3 don’t want the COVID-19 vaccine because don’t think existing ones are safe
• 19% are concerned about side effects.
• 15% are waiting to see how others respond
• 10% don’t trust vaccines in general
• 8% don’t know
• 7% don’t think they’ll get sick
• 5% don’t trust the medical field
• 3% don’t understand how the vaccines work

The above answers are conscious ones, but what about the subconscious drivers of vaccine hesitancy?

The personal values and psychological drivers of vaccine-resistant Americans

Personal values and psychological drivers underpin every decision humans make, from what brands to buy to who we trust to whether or not we are comfortable getting a vaccine during a global pandemic.

The personal values of vaccine-resistant Americans. Source: the Resonate Ignite Platform

This traditional and independent group do not like being told what to do, but at their core they are devout, loving individuals who enjoy the excitement of life – it could be worth emphasizing these themes in messaging.

Get access to 13,000+ more data points on vaccine-resistant Americans in any part of the U.S.

These crucial insights are available on virtually any segment of Americans. Trying to reach Missourian millennials? Black Washingtonians? San Franciscan teens? All unvaccinated Americans?

Our real-time data doesn’t just tell you *who* the unvaccinated are, but *why* they’re hesitant or resistant. With our platform, get immediate insight on how to motivate a nuanced target audience, then immediately activate the right message on the right channel. 

Request a demo today.

For a deeper dive, check out our Moving the Needle report.

The post How to Reach Unvaccinated Americans with Values-Driven Insights appeared first on Resonate.

As cross-internet tracking and targeting of individuals give way to anonymized learning and engagement, we’re here to prepare you for ongoing marketing success using deep, privacy-safe consumer data. Resonate is working closely with industry partners to create a more privacy-preserving digital marketing ecosystem, while ensuring that consumers receive personalized and relevant brand engagement.

Your digital marketing isn’t going to die along without cookies. We’re marketers – we adapt. Our latest guide shows you how to maintain access to deep, accurate insights that fuel decision-making and growth in your organization.

5-Minute Guide to Privacy-Safe Consumer Data, Insights, & Engagement

In this guide, you’ll learn:

• The current state of the privacy-safe consumer data transition and how it impacts you
• How to maintain access to powerful, privacy-preserving consumer and customer data
• Key terms you’ll see in industry news as the privacy landscape evolves

Download the full report: 5-Minute Guide to Privacy-Safe Consumer Data, Insights, & Engagement

One easy-to-use platform, tons of privacy-safe consumer data ready to connect to your marketing ecosystem

Resonate is developing an approach that maintains your access to deep customer and prospect insights as the world transitions to a privacy-first model not reliant on cookies. You’ll still be able to use our rich data to enrich your own, append to your CRM files, and build dynamic microsegments that refresh in real-time. Want to learn more? Request a demo today.

For more resources to help you prepare for the transition to a privacy-first world, check out our post-cookie resource center.

The post Your Guide to Privacy-Safe Consumer Data, Insights, & Engagement appeared first on Resonate.

What does that mean for you? While you and other marketers may have been able to let out a sigh of relief with Google’s delay, preparing for a privacy-safe world still needs to be top of mind. You’ve built an awesome marketing program based on consumer data and you don’t want to see that disappear in an instant as the cookie (eventually) crumbles or gradually as additionally privacy regulations are put into place on a state-by-state basis. You want to know that your segments, targeting, and personalized strategy will

Want to stay up-to-date on Resonate’s plan to ensure strong, fresh data in a privacy-safe world? Check out our resource center here.

While this is an ever-evolving situation, we’re working to anticipate and prepare for what could happen next and making sure that our customers are confident in our approach and feel equally ready to face a new marketing landscape. With that in mind, here are three marketers you can take today to prepare for a privacy-safe world.

Three Steps Marketers Can Take Today to Prepare for a Privacy-Safe World

Fact: 52% of Americans believe it’s their responsibility to protect their own privacy. 33% believe they should be doing more to protect their own privacy.

Here’s what you can do to protect your targeted, personalized marketing from everyone protecting their privacy (while still keeping a customer-centric focus on PII!).

1. Start having conversations with your martech vendors to ensure their strategy is in place. Resonate has always been rooted in deep, privacy-safe data. We knew this day would come and we wanted to be prepared. That’s why we’re being completely transparent with our customers about our strategy. The more straightforward we are, the more at ease they feel with the transition across the marketing universe.
2. Prioritize access to deep first-party data: Resonate’s unique first-party data set delivers the best of all worlds: human-based, privacy-protected consumer data, scaled to 230 million profiles for immediate activation. Combine that with our existing identity graph and proprietary machine learning algorithms that process billions of daily online events in a privacy-safe way, and you have first-party, future-proof insights that will help you maintain efficiency, reach, and integrity of data. This is the confidence that Resonate customers have in a future of privacy-safe data.
3. Build customer confidence by placing an emphasis on consumer data transparency: Yes, privacy-safe data can add an obstacle towards personalization, but, when you have a partner who is focused on delivering the strongest, freshest privacy-focused data, you’ll still have personalization at your fingertips, yet you can also emphasize your customer-centric approach to privacy. They’ll feel at ease that you’re respecting their PII and will, in turn, have greater confidence and trust in you.

Want to hear more about Resonate’s privacy-focused strategy firsthand? Request a demo today and we’ll share more about our approach that balances privacy and personalization, empowers marketers, and gains the trust of customers.

The post 3 Steps Marketers Should Take Today to Prepare for a Privacy-Safe World appeared first on Resonate.

Ignite Platform

Five Facts About the Media Habits of International Sporting Event Fans

Today, we’re going worldwide. We’re turning to fans of international sporting events to look at the media consumption and habits that will help advertisers target the right audience on the right channel.

1. They’re 49% more likely than the average consumer to pay for Peacock or Peacock Premium streaming service.
2. These sports fanatics are 206% more likely than the average consumer to consider ESPN one of their top TV networks, with NBC Sports network closely behind at 202% more likely.
3. They’re 20% more likely to use a streaming box like Roku or Apple TV to watch streaming channels.
4. Sports are always in the palm of their hand. Sports apps are their top used mobile app category.
5. They are more likely to read the daily local newspaper than the average consumer.

Source: Resonate Ignite Platform, July 2021

How Can You Put These Sporting Event Insights Into Action?

With these media consumption data in hand, brands and advertisers can align their ad spend with whether placement during international sporting events make sense. We can see that brands like Honda, Nissan, United Airlines, American Airlines, Hilton Hotels, McDonald’s, and Starbucks are already top brands for these sports fans. For these brands, there is alignment that indicates spending the advertising dollars would make sense to reach other viewers that could be similar to their current customers.

The Ignite Platform indicates these sports fans are driven by an optimistic outlook, respect and trust from others, duty, and safety in oneself and their family. Additionally, they prefer to live an active lifestyle and exercise two or more times a week. These are themes that can inform creative to resonate on a deeper level with these viewers.

Want to learn how we can power these insights into action across display channels such as desktop tablet, mobile, in-banner video and more? Request a demo today to see data on your own customers — and your competitors’ — and learn how it could be used to reach the right audience on the right channel at the right time.

The post 5 Facts About the Media Habits of International Sporting Event Fans appeared first on Resonate.

Joining California’s Consumer Privacy Act and Virginia’s Consumer Data Protection Act, the Colorado Privacy Act (CPA) is only the latest state-level comprehensive consumer privacy legislation. Without federal legislation, states will continue drumming up their own, creating a patchwork landscape. Each will have its own parameters but all boil down to the thread of increasing consumer privacy and transparency around how consumer data is used.

Source: The International Association of Privacy Professionals

We know the idea of launching digital marketing and advertising efforts while catering to an alphabet soup of restrictions is bone-chilling. So we’re here to help.

Building a privacy-safe path to deep consumer insights and effective engagement

The use of third-party cookies is one of the main targets of privacy legislation, and Google is phasing them out of Chrome in late 2023. Most third-party data providers, like DMPs, use cookie-based data, meaning a lot of the data your team uses to garner insights on your customers and prospects is in jeopardy.

You can’t delay a privacy preparation plan any longer. Take a critical look at your data sources and ask your martech vendors the hard questions — are they prepared for the loss of cookies? How are they preparing their solutions for post-cookie success? Can they still help you drive marketing efforts?

Our continuously updated post-cookie resource center has the tools and information you need to prepare your team for successful privacy-first marketing and advertising.

At Resonate, we always have been and always will be rooted in privacy-safe, human-centric data. That puts us a step ahead of competitors who rely on third-party cookies to inform their insights.

Resonate helps hundreds of brands and agencies understand and engage audiences at scale and in real-time — the loss of the third-party cookie won’t change that. Our AI-driven consumer intelligence platform delivers fresh, proprietary, hyper-relevant market research data down to consumer values and psychological drivers. Leveraging cutting-edge AI infrastructure and proprietary research, our robust data is scaled to describe 230 M U.S. adults. 

The AI-powered Resonate Ignite Platform will still update our 13,000+ granular first-party data points nightly, and you’ll still be able to use them to support insight, analytics, activation, and measurement use cases in a cookieless, privacy-compliant manner. Request a demo to get a peek at our data and hear more about our post-cookie capabilities.

Request a Demo

The post The Colorado Privacy Act: Another Sign of What’s to Come for Marketers appeared first on Resonate.

The Las Vegas Review-Journal uses Resonate’s deep, real-time data on U.S. consumers to increase advertising value and ultimately expand and retain client relationships.

Read on to learn how publisher advertising revenue grows by optimizing ad spend and how to reach high-value audiences with a data-driven approach.

When Clients Understand Data, They Understand Publisher Advertising Value

The Review-Journal notices a strong correlation between advertising clients who understand the value of compelling audience data, and clients who stick around. These clients tend to run longer advertising campaigns, invest more budget across multiple channels and renew relationships over time.

“If we get clients to recognize and understand the value of data, they tend to stay on with us longer.”
– Tom Heaton, Senior Advertising Director, Las Vegas Review-Journal

Unsurprisingly, businesses with higher site traffic tend to invest more time into understanding that traffic. For publishers, this is a big win. Bring that data into the Resonate Ignite Platform and enrich it with real-time, granular insights to give your client a holistic, human view of the consumer behind the pageview.

“Resonate helps us lend more insight to the business lifeline of site traffic and make a stronger connection to other areas of their business.”
– Tom Heaton, Senior Advertising Director, Las Vegas Review-Journal

The Review-Journal shows advertisers the value in partnering with them over competitors: access to Resonate data. For data-savvy businesses, they’re immediately wowed. For others, this presents an opportunity for education on the value of deep, targeted audiences.

“Clients who really want to dig into audience data tend to have a deep level of trust and aren’t likely going anywhere.”
– Tom Heaton, Senior Advertising Director, Las Vegas Review-Journal

Winning Publisher Proposals and Higher Advertising Value: Built on Resonate’s Deep, Targeted Personas Segments

So, how does Las Vegas Review-Journal put Resonate’s fresh audience data to work? One way is baking fleshed-out personas right into their proposals: Here’s your main target persona. Do you want to learn more about the other personas that exist in your audience?

For example, the Review-Journal might show a new home builder that, based on the builder’s site traffic, they have three main segments: Move Uppers (those moving out of the city, recently had a kid), Move Towners (established families, looking for a new home base), and Move Downers (empty nesters looking for a smaller place). The proposal compiles these audiences and the traits of each, showing what they look like and how to best target them for the lowest CPC or CPA.

A larger home builder may have pre-existing segments they’d like to reach based on what they’ve seen in their own data. The Review-Journal can take that data and see what each segment looks like in their market, layering on more data and saying “We can target here and here – here’s a campaign for you.”

For smaller businesses, they may have an idea of their general target audience, but the enriched data in the Resonate Ignite Platform shows who’s actually visiting their site. They may want to reach Millennial Builders, but it turns out their biggest audience is the Move Downers – you help them see what their audience actually looks like and avoid wasted budget.

“With Resonate, we’re able to give advertisers more guidance on who to go after than they could get elsewhere.”
– Tom Heaton, Senior Advertising Director, Las Vegas Review-Journal

Holistic personas are a sticky addition to any proposal and when they lead to cost savings and conversions, advertisers will stick by a publisher’s side.

Data Dive: Deliver Targeted Messaging Built on Similar, But Different, Segments

Let’s see how the differences shake out between two segments in the Resonate Ignite Platform – those planning to build a home in the next year and are under 40, and those who are over 40.

The Resonate Ignite Platform allows you to build multi-attribute audiences for granular analysis and hyper-targeted engagement.
Percent Composition is the distribution, or proportion, of those in an audience who have that specific trait.
Index indicates how likely this audience is to possess a trait, or attribute, as compared to the baseline of the U.S. online adult population, with 100 representing average.
Addressable refers to the estimate size of devices available for activation in the Resonate Ignite Platform

You can see that the values and motivators of these audiences — what underpins every decision they make, including the brands they trust — are not the same. With this data, you’re able to reach these exact segments on your channels, and you advise advertisers on values-driven messaging that will resonate.

How to Increase Publisher Advertising Value and Boost Revenue

Our AI-driven data helps publishers help their clients lower CPC or CPA, convert site traffic to leads, and open their eyes to a more complete and accurate view of their customer base.

Forrester found Resonate customers see 304% ROI, 20% time savings, and record revenue growth – think of what your team could do with those savings.

Ready to give your advertising revenue a boost? Request a demo today.

Learn more:

• How The Star Tribune provides advertisers with high-value audience insights to increase ad revenue
• Your guide to using deep consumer insights to accelerate and optimize ad sales revenue
• 4 ways media companies can optimize streaming ad revenue

The post Case Study: How to Increase Publisher Advertising Value appeared first on Resonate.

Is your understanding of your target audience lookin’ swiss-cheesy? Resonate provides the freshest, deepest, most actionable consumer data to give you a COMPLETE view of the people you need to reach.

Resonate’s privacy-safe consumer intelligence gets down to the WHY behind human decisions — their values and motivators. Layer that onto their product preferences, media diets, daily routines, and political opinions to get the deep insights you need to craft deeply relevant and successful marketing and advertising — even after cookies go away.

As Google removes third-party cookies, many data sources are crumbling — except Resonate.

In the one-pager below, learn how to use Resonate consumer data to accurately analyze and segment audiences, enrich your existing data, activate hyper-targeted digital marketing, and more.

Fresh, privacy-first consumer data. Fully connected to your ecosystem. One fool-proof platform.

Research, reach, and retain your target audiences with unparalleled results

Every marketing decision improves with a customer-obsessed approach. Ready to get your arms around your data and turn it into action and results? Request a demo today.

Learn more about data-driven consumer engagement:

• • Your 5-Minute Guide to Post-Cookie Consumer Data
  • Your 5-Minute Guide to Leveraging AI-Driven Segmentation

The post Your Guide to Resonate’s AI-Powered Consumer Data appeared first on Resonate.

When we look at the data within the Resonate Ignite Platform, we see that over 80% of Americans subscribe to at least one of the following streaming subscriptions: Amazon Prime, Disney+, HBO, Hulu, Netflix, or Pluto

Want to learn more on the current state of streaming? Download our State of OTT report for a look at cord cutters, the future of streaming, and more.

With growing audience numbers and the fact that 50% of streaming viewers have discretionary income over $30,000 annually, the competition is fierce for advertising dollars. Media companies are facing a challenge: how can they stay relevant for viewers and show potential advertisers that they have the pulse on who their audience is and what they’ll buy? They key to optimizing streaming ad revenue lies in connecting to targeted audience research, fresh data, and using those insights to continuously optimize. Here are three ways Resonate customers are ahead of the curve in boosting their streaming ad revenue.

1. Show advertisers that your audience is also their audience.

One media company worked with Resonate to show advertisers strategic insights and actionable data on their audience. When pitching ad space to a car company, they built highly nuanced, targeted audiences to demonstrate where that car company’s customers and prospects overlapped with audience. This precise data and targeting, available in the Ignite Platform, to back up ad buys led to an 80% renewal rate among advertisers and increased annual digital revenue by more than 20%.

2. Stay relevant with the freshest data on target audiences.

They saw viewers were 288% more likely to watch TV on their phone than the average consumer — a data point likely tied to the fact this audience was more likely to be a female Gen Z viewer tuning in to YouTube. As this network said, ” “not all video views are created equal.” Some are more monetizable than others and when you know where those views are happening in real-time, it gives advertisers a measurable incentive to buy time and space on your channels.

3. Continuously optimize streaming ad revenue through content distribution.

Keeping viewers interested and showing them relevant advertising relies on telling the right story to the right audience at the right time. A major network aiming to connect with advertisers and take advantage of legacy content looked at the audience for one of their shows to determine where they were watching and when. The network uses their own first party data, enriched with Resonate’s 13,000 attributes, to see exactly where their individual users overlap in content consumption. They could see where their audiences watched shows first on traditional TV and then shifted to re-watching or catching up on digital platforms. This allowed them to show advertisers specifically where they’ll find and message their target audience.

4. Utilize Resonate’s deep, holistic view of humans to connect advertisers to your audience.

Knowing where to find the right audience, connect them to the right advertiser, and optimize content distribution to align audience and advertising is great, but going a step further to dig into the deep, values-driven messaging that will resonate with viewers is even better. The Resonate Ignite Platform looks at the granular attributes that motivate consumers and viewers — this is vital information that can drive advertiser messaging. For example, let’s say you’re a car company looking to advertise during Fixer Upper. You’re focused on pushing your hybrid vehicles. Resonate data can show you that messages driven by authority, tradition, and creativity could be a home run with this group.

Want to learn more about how you can optimize streaming ad revenue by providing potential advertisers with rich, values-driven data on your audience — and their target customers? Request a demo today and we’ll pull your specific data to show exactly how Resonate could help you meet your goals.

The post 4 Ways Media Companies Can Optimize Streaming Ad Revenue appeared first on Resonate.

With cookie deprecation looming, you’ve likely heard Universal Identifiers propped up as a cookie replacement. The industry is hard at work creating solutions that replace cookies and maintain your marketing and advertising use cases. As more updates roll out, here’s what you need to know.

Universal Identifiers are identifiers that are mapped to an individual user

UIDs are generated by obtaining an email address and using a one-way hashing algorithm to generate the id. An email may be gathered when a user logs into a website, when a user trades an email to unlock content, or when a user buys a product.

Universal identifiers differ from third-party cookies

UIDs require user consent, are cryptographically secure, and cannot be mapped back to personally identifiable information, like name or gender.

There are many different companies offering Universal ID solutions at the moment including Liveramp, The Trade Desk, ID5, LiveIntent, and several others. Each may be generated differently, and are likely to include different pools of users.

Are you prepared for post-cookie marketing and advertising? Resonate is.

Third-party cookies are going away in January 2022. With Resonate, your ability to understand and reach your target audiences isn’t going anywhere.

Resonate’s privacy-first methodology ensures the customer experience remains unchanged when the cookie crumbles. Our Privacy-Preserving Insights Solution leverages our proprietary, fresh data set and cutting-edge, AI-driven infrastructure to deliver an unparalleled understanding of individual consumers. This deep data will continue to support your insights, analytics, and activation to deliver highly personalized, cross-channel engagement. In fact, our proposed cohort and universal identifier capabilities will deliver even stronger insights – giving you a leg up on your competitors.

The post [Video] Universal Identifiers (UIDs): Explanation and FAQs appeared first on Resonate.

In Your 5-Minute Guide to AI-Driven Segmentation, we share how the Resonate Ignite Platform provides rich attributes (13,000+ to be exact!) that are scaled to over 200 million U.S. consumers — and those insights are available immediately upon logging in to enrich your own data and segments. You can then build powerful new segments that are connected directly to your marketing ecosystem and updated nightly to maintain freshness and accuracy in targeting.

What Does It All Mean? How Can AI-Driven Segmentation Help You?

Your customers are smart. They know when they’ve received a vague marketing message — and they delete it. Let’s think about the amount of money allocated each quarter to developing new products, adjusting customer experience, and investing in creative marketing tactics. All that hard work goes to waste if it’s not hitting the right segments — or hitting the wrong segments with the wrong message.

Read more: Learn how Alma, a multicultural agency, leveraged AI-driven segmentation to win a huge pitch

AI-driven segmentation allows you to hyper-target your consumers and send the right message to the right customer at the right time. In the 5-Minute Guide to AI-Driven Segmentation,  we walk you through two use cases of customers who’ve utilized Resonate’s deep, real-time insights and advanced machine learning to connect with targeted microsegments. And, the best part? Resonate’s data is prepared for a post-third-party cookie world, one where you may be concerned about your ability to leverage rich data insights for segmentation.

Read more: Learn how a beverage company connected with a hyper-targeted regional segment of chocolate milk moms

Want to dive in and learn more about Resonate’s AI-driven segmentation and what it could mean for your business? Download the 5-minute guide today.

Request a demo to see how AI-drive segmentation can bolster your marketing results

The post Your 5-Minute Guide to AI-Driven Segmentation appeared first on Resonate.

Last week, we walked you through the top five cookieless terms you need to know, but we have a good feeling you might have some lingering questions about FLoCs, universal identifiers, and more. Don’t worry though, we’ve got you covered. Over the next weeks, we’ll answer your FAQs about the must-know concepts ahead of the Google cookie deprecation.

Today, we’re answering your top questions about Federated Learning of Cohorts (FLoCs) and we’ve brought in one of the experts, Resonate Chief Technology Officer Tom Craig. Tom and his team have been working day and night to solidify Resonate’s dual-path approach to stronger data in the face of a cookieless world and FLoCs will play a major role in that plan.

Your Top Questions About FLoCs

FLoC is one of the proposals Google put forward as their answer to a more privacy-preserving consumer experience. In this video, Tom answers questions about FLoCs in detail, such as exactly what FLoCs are, who will have access to them and how they can use them, whether FLoCs will change over time, when they’re going to be available, and what Resonate’s plan is for FLoCs.

Are you prepared for post-cookie marketing and advertising? Resonate is.

Third-party cookies are going away in January 2022. With Resonate, your ability to understand and reach your target audiences isn’t going anywhere.

Resonate’s privacy-first methodology ensures the customer experience remains unchanged when the cookie crumbles. Our Privacy-Preserving Insights Solution leverages our proprietary, fresh data set and cutting-edge, AI-driven infrastructure to deliver an unparalleled understanding of individual consumers. This deep data will continue to support your insights, analytics, and activation to deliver highly personalized, cross-channel engagement. In fact, our proposed cohort and universal identifier capabilities will deliver even stronger insights – giving you a leg up on your competitors.

The post [Video] FLoCs Explained by Resonate CTO Tom Craig appeared first on Resonate.

67% of American adults tune in to watch the Big Game.

To most, it’s a pretty special Sunday steeped in tradition. To advertisers, it’s a downright holiday. We make bingo cards with squares like “I pitched that concept and it got killed” and “Made me wish I work at W+K for the 3rd time tonight.” Slack is at the ready for live critiquing with coworkers. And for those of us who are also football fans, we’re in for a long night of deciding which two minutes we can sacrifice for a bathroom break.

Ad inventory was slower to sell than years past, but still virtually sold out, with many spots going to first-timers. This small sign of positivity is something the ad industry wasn’t sure would materialize after everything that’s happened since LIV. But, while the still-high price tags make 2021 look like a normal year for Big Game advertising, it by no means is. Brands always try to craft ads that will resonate with something deep in the psyche of American consumers, but that’s easier said than done following 2020.

Consumers are wearing their emotions on their sleeves (and their internet behavior). Their habits, behaviors, and opinions have moved like tectonic plates since March, on a scale from slight murmurs to major social earthquakes. The line between an authentic and a tone-deaf ad will be thinner than the blades of grass on the field. Now more than ever, advertisers must deeply understand the 150 million Americans who are likely to tune in.

Meet Your Audience

Big Game watchers are 52% male, and their ages and household incomes are both evenly spread across the board.

As many will be watching with just their household this year, who does that involve? 58% of these fans are married and 31% are single. 58% have no children under 18, while 39% have 1-3 kids running around and asking to stay up for the halftime show.

The personal values driving this group’s everyday decisions and purchases are:

1. Pleasure – enjoying life’s pleasures
2. Stimulation – living a life full of excitement, novelties, and challenges
3. Dependability – being reliable and trustworthy

As for the products they buy, the Resonate Ignite Platform shows these consumers have the following purchase drivers:

Source: Resonate Ignite Platform

Insight 1: They’re itching to return to their active lifestyles

As vaccines become widely available (and PSA campaigns work to get vaccine-resistant Americans on board), this group will be among the first buying tickets to events.

In their free time, compared to the average American, these folks are:

• 68% more likely to enjoy going to the movies – cinematic style ads with a rich plot could hit the spot
• 63% more likely to attend professional sporting events
• 62% more likely to cite Asics as one of their top brands, 38% for Patagonia
• 41% more likely to go to theme parks
• 36% more likely to travel internationally, 25% domestically
• 35% more likely to compete on a sports team
• 33% more likely to enjoy going to museums
• 31% more likely to gamble/go to casinos

Sports fan are active? Groundbreaking, we know, but still a good reminder for brands in this category to play up the perks of an active lifestyle.

Insight 2: They’re politically perceptive

With the rise of consumer activism and demand for corporate civic responsibility, more brands have used their multi-million-dollar media space to make a statement to a captivated audience. While pleasing everyone is a moot endeavor, brands looking to make a politically charged statement should keep in mind where this audience stands.

Politically, these fans are:

• 14% more likely to fall into the Left-Wing Loyalists voter segment
• 7% more likely to be Persuadable Progressives
• 4% more likely to be Absolute Activists
• 2% more likely to be America-First Populists

And they prefer companies that:

• Provide safe products
• Support the community
• Have truthful ads

After a tumultuous election year, political messaging will surely make it into this game’s ads. This audience will likely be perceptive to this as they’re active in politics – they’re 11% more likely to frequently vote in non-presidential elections.

Insight 3: Their media preferences outside of football are varied

Outside of the Big Game, here’s a peek at the media this audience likes to consume, compared to the average American adult.

Source: the Resonate Ignite Platform

Will the heartstring-pull work after a year like 2020?

Following the slew of “we’re in these unprecedented times together” ads of spring 2020, will ads that strike a similar tone be met with diverted, rolling, or welling eyes? Questions like these can be answered when you have access to fresh data that goes deep into the values, habits, motivations, and aspirations that make them who they are.

The Resonate Ignite Platform has 13,000+ of these insights scaled with AI to over 200 million consumer profiles, ready for you to analyze for the audience you’d like to reach. Request a demo to see it in action.

The post Big Game, Bigger Ad Spend: 3 Audience Insights for Advertisers appeared first on Resonate.

Streaming has been part of everyday American life for a few years now with phrases like “Netflix and chill” working their way into the vernacular and colleagues asking, “What did you watch this weekend?” as if binge-watching is the expected baseline. So, it’s no surprise that…

99.2 million Americans have a streaming TV subscription

That’s a group of the population that is growing monthly — particularly over the last 10 months. In the early days of the pandemic, as in July, a lifetime ago it seems, we looked at increased streaming as it was related to data we began collecting in March. And now…

80 million Americans have INCREASED streaming during the pandemic

That number is staggering, right?! That’s why we’ve turned our focus to getting to know the streaming viewer and understanding who they are on a human level. We want to understand their values, habits, motivations, purchasing preferences, and more. Whether you’re a media company looking to optimize content distribution and attract advertisers, a brand determining ad spend, or an agency looking into creative and advertising for clients, one of your top priorities for 2021 needs to be tapping into the streaming viewer.

So let’s look a bit deeper at the consumers who have streaming subscriptions — the Streaming Savvy viewer as we refer to them in our State of OTT report.

38% of the Streaming Savvy viewers are millennials, which means they’re 25% more likely to fall into that generation than the average American consumer. They’re almost evenly split male/female and 46% have children under 18 at home. 24% have an annual household income between $25-50K and 55% own their home.

It’s hard to tear them away from the internet — 25% spend more than 40 hours a week online. They’re most likely to use entertainment/lifestyle and photo/video service apps. Where will you find them online? 43% are on Twitter, 83% on Facebook, 52% on Instagram, and 68% on YouTube. Additionally, they’re 18% more likely than the average consumer to share a product or service online.

You’re looking at a group who values creativity and who looks to live a life full of excitement, yet they’re also 15% more likely than the average consumer to value duty and obeying laws — if you have a PSA regarding precautions during the pandemic, this could be a receptive group. They look for products that are fun/exciting, family friendly, and cost-effective and 78% say the best price drives their retailer selection.

Looking at their plans for purchases over the next 12 months, roughly a third plans to purchase items within the following categories: pet supplies, movies, books, and music, bed and bath, computers, tablets and smartphones, garden and outdoor, and toys and games. If you’re an advertiser in one of these areas, you’ve found your people.

Finally, what networks are they watching? Netflix is, by far, their most-watched network, garnering 76% of this group. Additionally, Amazon Prime Video captures 59%, while Disney+ has 46% and Hulu comes in at 41%. When it comes to the OTT devices they’re using: they’re 102% more likely than the average consumer to use Google Chromecast, 98% more likely to use Amazon Fire TV Stick or Roku, and 97% more likely to use Apple TV.

3 insights to connect with the Streaming Savvy viewer

If the Streaming Savvy viewer is on your radar as you finalize 2021 strategy (and they should be!), here are 3 key insights to connect by meeting consumers where they are online and in life.

1. Give them something to share on social: Since this group is more likely than the average consumer to share a product or service online, make it easy for them! Create an engaging community on social media where you share made-for-social content. Consider resharing viewers’ posts and they may want to get in on the action. This is the time to trend.
2. Don’t write off children’s programming: 46% of this group has children under 18, “family-friendly” is one of their top product preferences, and 46% watch Disney+. While the next binge-worthy hit may not be a kids’ show, that doesn’t mean you shouldn’t consider family-friendly programming in your content distribution if you’re a media and entertainment company or your ad creative if you’re a brand or agency.
3. Hit a home run with values-driven messaging: you know that these viewers value creativity and excitement. Additionally, they’re more likely than the average US consumer to list both US and international travel as a top hobby. Whether you’re in content optimization or on the advertiser side, appealing to a sense of wanderlust is going to pique their interest.

Want more insights on the State of Streaming?

Download our 2021 State of OTT today for a deeper dive into the streaming savvy viewer, the pandemic effect, potential cord cutter opportunities, and the sweetheart of streaming in 2020. Then, register for our January 28 webinar, 2021 State of OTT + Actionable Audience Insights. You’ll hear from streaming experts, including  Joseph Naylor, Senior Director – Product, Data & Advertising Technologies at Cox Media Group and David Scheur, Senior Brand Manager at Sling TV. Plus, you’ll have the opportunity to ask your own questions during a roundtable discussion. You won’t want to miss this!

The post State of OTT: Meet the Streaming Savvy Viewer + 3 Insights to Connect appeared first on Resonate.

To connect with these shoppers and get those gift dollars, retail brands should get to know these people at the human level – down to the values and behaviors that drive their buying decisions.

Meet your holly-jolly shoppers in our Holiday Shopping 2020 Preview and learn why the pandemic isn’t turning out to be the retail grinch we may have expected. Get a sneak peek below and click here to download the full report.

The post Infographic: Holiday Shopping 2020 Preview appeared first on Resonate.

Comparing ESPN v. CBS Masters Viewers

Looking at data in the Ignite Platform from demographics to values, hobbies and how they’re consuming media, we did a side-by-side comparison of these two audiences and saw that ESPN viewers are Rapid Sports Fans, while CBS viewers are Casual Golf Enthusiasts.

53% of ESPN viewers consume media through streaming

If you’re a brand or advertiser looking to hit a hole in one with ESPN and CBS Masters viewers, you’ll want to tap into their interests, their personal drivers, and their preferred media channels. ESPN viewers will likely put down their club when they hear mention of hunting and are working on their swing conditioning at the gym, while CBS viewers could be catching the latest game or packing up their reel to go fishing. You’ll find both audiences scrolling through Twitter in between holes.

Want to get to know these audiences on a deeper level?

The post Fore! Looking at ESPN v. CBS Masters Viewers in 2020 appeared first on Resonate.

Connecting with Consumers During the Holiday Baking Season

As a CPG brand, you’re competing against legacy brands that have a festive history with bakers. Nestle, Baker’s, Ghirardelli, to name just a few. How can your brand stand out and find it’s place in consumers’ holiday plans?

Start by connecting with the values, behaviors and preferences that drive your target audience. In our latest one-pager, Jingle Shelves: How Can CPG Baking Brands Connect with Consumers this Holiday Season?, we explore AI-driven consumer segments most likely to bake during the holidays and go beyond their basic demographics to tap into the why that drives their buy.

Wondering where to advertise? Start with Pinterest. Holiday bakers are 27% more likely to name the curated platform as their top social channel.

You’ll learn who these bakers are, what matters to them (yes, sustainability is on their radar!) and where you’re likely to find them perusing for their next delicious recipe.

Download Jingle Shelves: How Can CPG Baking Brands Connect with Consumers this Holiday Season? and learn who your holiday customer could be and how you’ll utilize Resonate’s deep, real-time, values-driven consumer intelligence to forge connections and lay the foundation for season-after-season of baking love.

Want to see more? Schedule a brief demo today and prepare to be floored.

The post Jingle Shelves: How Can CPG Holiday Brands Connect with Consumers this Holiday Season? appeared first on Resonate.

The big question of Halloween 2020 isn’t “trick or treat”

They’re arguing trick-or-treating is about as low-risk as it gets – it’s outdoors, can be socially distanced, the candy is individually wrapped and kids will very willingly wear a mask. Keeping in mind that not all parents feel this way, what does this mean for Halloween 2020 candy sales?

Normally, these are your trick-or-treating superfans

We looked at parents of kids ages 1-14 who purchase items for Halloween and are social distancing to a moderate or large extent. This group is 79% more likely to self-identify as “homemaker.” 63% have 2-3 kids and they’re 37% more likely to value safety for friends and family.

In a normal year, this group is likely to be fans of trick-or-treating. They’re 10% more likely than the general public to say family time is the best part of the day, and 66% more likely to go to theme parks (another place chock-full of costumes and sweets).

…but what about Halloween 2020?

It’s clear these are your spooky season superfans. But let’s layer on their views of COVID-era socializing. They’ve been social distancing to a large (56%) or moderate (44%) extent, and 93% are reopen resistant – they’re comfortable with few in-person activities.

Knowing this group is already 10% more likely to value time with loved ones – they’ll probably be less likely to give up this family-friendly holiday.

On their candy-buying habits, 75% of these folks say their likelihood of visiting a grocery store has stayed the same, so they’ll still be strolling past those super-mega-fun-sized packs. So, maybe this year they’ll be enjoying Halloween 2020 candy during a family viewing of “Hocus Pocus” or “Casper,” instead of trying to wrestle the busting pillowcases away from sugar-crazed kiddos.

The post More Tricks, Less Treats? A Look at Parents’ Views on Halloween 2020 appeared first on Resonate.

Does that mean the election is over?  

Not even close. Two weeks remain and the American electorate has experienced a canceled Presidential debate, the potential confirmation of a new Supreme Court Justice and an ongoing barrage of campaign ads.  

So, while the days are few, the swings in voter sentiment are sure to be many. If you’re going to connect with those voters who are still undecided – and the 72% that have not yet voted – you need messaging that takes into account the issues that matter today. 

Connect with Consumers and Voters on a Deeper Level 

We’ve been closely tracking consumer and voter sentiment since March with AI-driven insights scaled to 200 million U.S. consumers. Resonate’s Wave 9 data digs into the data relevant to your campaign now, including social justice, perception of political ads, including on Facebook, and, of course, the election.  

Want full access to the entire Wave 9 report and to learn how you can put insights into action today with the help of our expert managed media team? Request a demo or contact us by phone at 855-855-4320 to put your campaign on a winning track in the final weeks. 

ACCESS THE REPORT

The post Just Released: Target Undecided Voters During These Critical Final Weeks appeared first on Resonate.

Good News for Consumer Sentiment and the Economy

Resonate data gets at the granular, human element that defines the why behind customer decisions right now and that includes how they’re feeling regarding the overall U.S. economy. While the past several months brought with them a wave of anxiety, consumer worry to a large extent over the economy dropped 17.4 percentage points from March to September. Additionally, those who cited the current quality of the United States’ economy as poor dropped 10 percentage points from August to September.

This could be good news going into a busy consumer holiday season.

Connect with Consumers and Voters on a Deeper Level

We’ve been closely tracking consumer sentiment since March with AI-driven insights scaled to 200 million U.S. consumers. Resonate’s Wave 8 data, Tracking the Pulse of Today’s Consumer, gets into the real-time values, motivations, behaviors and drivers impacting consumer decisions across verticals as a result of both the coronavirus pandemic and current events. In this September report, we dive into sentiment on retail, travel, personal finance, gathering, politics, BLM and Facebook.

Want to learn more? Contact us now for a demo of how we do it – prepare to be floored – and access to the free report.

ACCESS THE REPORT

The post Consumers are Showing Signs of Cautious Optimism appeared first on Resonate.

That doesn’t sound good for holiday shopping, right?

Well, not so fast. We’re starting to see a sense of cautious optimism creep back into consumers’ wallets. Consumers worried about the economy to a large extent dropped 17.4 percentage points from March to September and 6.4 of those percentage points were just between August and September.

Additionally, 62% of consumers say their spending has remained the same despite the pandemic, while 4% say it has actually increased.

This could be good news for a holiday shopping season that many retailers are hoping will save their 2020 numbers. So, how do you connect with shoppers looking to ring in the season with retail?

It’s Beginning to Look a Lot Like…Online Black Friday Shopping

In their annual holiday retail forecast, Deloitte is reporting that holiday retail sales could increase between 1% and 1.5%, with e-commerce sales growing 25% to 35% year-over-year (context: that could be up to $196 billion total in e-commerce sales).

We looked at Black Friday and Cyber Monday shoppers to determine that drivers and purchasing behaviors that should inform your strategy and messaging this holiday season. This group is 52% female, 25% are between 25 and 44 years of age, they’re 10% more likely to be employed full-time than the average U.S. consumer and 21% have a household income between $50-$75K.

These shoppers are 29% more likely to rely on delivery service instead of in-person shopping in the next 90 days.

59% are avoiding physical stores to a moderate extent, while 35% are avoiding physical stores to a large extent. However, one of their top values is obeying laws and fulfilling obligations, which means they’ll likely follow your in-store COVID precautions – and, as our data tells us, they will expect you to have those in place. To feel comfortable going in-store, these shoppers are likely to expect curbside pick-up, contactless payment, nightly disinfecting, both customers and staff wearing masks, reduced occupancy and forced social distancing.

To put these Black Friday and Cyber Monday shoppers’ minds at ease with coming back in-store, your holiday retail plan needs to include putting these precautions into place –– and implementing curbside pickup and/or delivery.

Which retailers potentially stand to gain the most with these shoppers? They’re department store shoppers: 24% more likely to shop at Sears, 12% more likely to shop at Macy’s and 8% more likely to shop at JCPenney. The brands they gravitate towards include Lands’ End, DKNY, Timberland and Ralph Lauren.

And, if you’re looking to connect with these shoppers via holiday advertising, you’ll find them on YouTubeTV, TikTok and reading Real Simple. Additionally, it may not be a bad idea to throw in some organizing products this season –– this group is 60% more likely to watch Tidying Up with Marie Kondo.

39% Will Deck the Halls with Extended Family and Friends

Lastly, we’ll leave you on a note of coming home for the holidays (and a hint of a blog post to come). We asked consumers…

Which of the following statements most closely describes the people with whom you anticipate celebrating the upcoming holidays during the remainder of this year (e.g., Labor Day, Thanksgiving, Christmas/Hanukkah/Kwanzaa)?

The post Socially Distant Santa? Here’s Your Holiday Shopping 2020 Preview appeared first on Resonate.

Your key to finding success right now is utilizing AI-driven insights to target the right customer on the right platform at the right time. Our latest infographic, Using AI-Driven Consumer Insights to Accelerate and Optimize Ad Revenue, will help you crush the competition with the freshest, deepest, granular audience intelligence.

The Resonate Ignite Platform gives you access to actionable insights that get at the motivations and values of your specific consumers and empowers you to increase digital revenue, reduce third-party costs and improve audience relevance.

When you know your audience, you know what will connect. Resonate’s AI-driven data can get you there. Dive into the infographic now and get started.

The post Accelerate Ad Revenue with Actionable AI-Driven Audience Insights appeared first on Resonate.

Marketing to auto policyholders will look different in this new normal. Now is the time to put the pedal to the metal (car puns start now) and use real-time, human-level insights to connect with policyholders for both retention and growth.

What Drives Auto Policyholders?

If auto insurance marketers hope to retain current policyholders and grow business with new prospects, they need to know what drives them.

In our report, The New Normal of Marketing to Auto Policyholders, we look at auto policyholders from 3 of the big names: Allstate, Geico and State Farm. We consider the values that drive them, like safety, security and duty. We examine the brand characteristics that compel them to buy, including brands that are honest and trustworthy. And we look at the specific purchase drivers that could motivate policyholders to choose one insurer over another.

Would you have guessed that these auto policyholders are 36% more likely to look for continuing education courses? Or that they’re 22% more likely to utilize a mobile app? Whether you’re in auto insurance marketing, product development or strategy, this information is key as you develop messaging and offerings to connect with consumers today.

Dive Into the Data You Need to Inform Auto Insurance Marketing Now

Our report uses Resonate’s 13,000+ attributes on the behaviors, psychographics, values and motivations that are behind policyholder decisions. These insights, scaled to 200 million U.S. consumers, gives us a deep, granular look at what’s driving purchasing decisions, what consumers expect from their auto insurance company and what could motivate them to switch.

Want to learn more? Download The New Normal of Marketing to Auto Policyholders today and hit the road towards connecting with policyholders on a deeper level.

The post Marketing to Auto Policyholders in a New Normal appeared first on Resonate.

I attended one of Brandon Purcell’s briefings, and his findings speak hard truths to many traditional researchers and marketers. There are new, intense demands being placed on Consumer/Shopper Insights and Marketing groups. I’ve worked with dozens of organizations on their segmentation strategies and I’ve talked to hundreds more.

The Following 5 Questions are Ones I’ve Learned to Ask When the Topic is Segmentation

1. Is now the right time?

Most large brands refresh or overhaul their segmentation schemas every 2-5 years. Why? We all know Finance would never wait 2-5 years to refresh the company’s revenue projections. The answer, for better or worse, is that traditional segmentation has been time-consuming and expensive. To justify the expense, segments typically need to “last” for several years. But that becomes a big problem when new competitors pop up every day, tastes and behaviors change and economic forces outside your field of vision are disrupting the market.

Solution: If you’re feeling like your segmentation might be stale, it probably is. 2-5 years is too long to wait in between refreshes. The key is to build ongoing solutions that evolve with the speed of business. Going forward, revisit your segmentation at least annually as part of a larger strategy/planning discussion. This should focus on whether you have a sufficient understanding to solve today’s business problems.

2. What business problems will this solve?

Some conversations about segmentation start with the end in mind and gloss over the problem part. Stakeholders are anxious to see something new, there is an agreement to a budget, and so groups reach out to companies like Resonate and ask us if we can help with their segmentation. While the short answer is yes if that’s the only question the company wants to talk about I usually see that as a warning sign. So, my response to “can you help with our segmentation?“ is, “Sure. What problems are we solving?” I’ve talked to hundreds of groups inside companies of all sizes, and I’m consistently surprised by how long it takes some groups to answer that question.

Solution: Before you decide you need a segmentation, make sure you properly identify the problems you’re trying to solve. By focusing on the business problems you will likely learn that segmentation is only part of a larger, more holistic solution.

3. Are we doing a consumer or customer segmentation?

These two terms get tossed around interchangeably too often, and they are not the same thing. This isn’t the article to discuss the technical differences but suffice it to say that both have their unique advantages. Customer segmentations are typically best for understanding the needs of existing customers. Marketing/Account Management teams can use this information to craft more relevant messages and deliver better customer service. Consumer segmentation, on the other hand, is intended to add a deeper level of data precision and insights and seeks to understand the larger drivers of consumer behavior.

Solution: While both types provide unique advantages, the line is blurry and most organizations recognize the importance of both types. The question becomes: which tool is best to solve the business problems you’re facing. If you are a company, like a bank, with long-term, stable customer relationships, a deep understanding of those customers is critical. On the other side, if you are a large CPG house of brands with high household penetration across a large portfolio of products, you will likely be focused on the larger consumer landscape.

4. What are we going to do with the results?

The goal is to be very specific here. If you have decided there’s a problem worth solving and segmentation is a major component of the solution, the next question we need to ask is, “what actions are we going to take as a result of what we learn?” You want to understand how this new understanding will allow you to apply your expertise and creativity to accomplish what you’re responsible for achieving for your business. What business hypotheses will be testable with this new data? What actions can we take before we get the results? How will we tie this back to the business?

Solution: I’m realistic and I know that it’s not a good business to commit to actions before you understand the data. But don’t confuse outcomes with actions. You can commit to several actions with a keen eye towards seeing how those actions affect various outcomes. You will want to have a list of potential actions and ways to test it so that you maximize the business opportunities.

5. How are we measuring ROI?

At its heart, a segmentation is designed to give us shared stories about who our customers are and what they care about so that we can continually create loyal new customers. They are designed to keep us focused on actual people, create deeper connections, and hopefully transcend the noise and malaise that brands are always fighting against. Unfortunately, that is hard for the finance team to capture in a spreadsheet. So in addition to the qualitative ROI, we need to use data to prove there is a measurable lift in key areas of the business.

Solution: We’ve all heard death by 1,000 cuts. I’d like to suggest the term: success by 1,000 small wins. That will be critical to measuring ROI on a segmentation. If you’re looking for the one “aha here’s the proof it worked” metric you’re unlikely to find it. It will be measured by a Brand Manager’s ability to find exactly the right combo of words and imagery that shows up in incremental sales. It will be measured by your Product Team looking at your products in new ways and creating new offerings that attract a previously unreached customer segment. It will be measured by the CSR who shows just the right amount of empathy and understands the person on the other end of the phone and turns a cancellation request into an expanded relationship. Your job is to capture those moments and assign value to them so that when you go to refresh your next segmentation you have all those stories and ROI collected to inform your next project.

Feeling Ready to Incorporate a Recurring Segmentation Strategy?

With all this in mind, you’re probably starting to take stock of the last time you refreshed your segmentation, whether it looked at the right targets and whether it was actionable in a way that made sense for your brand.

If you’re ready to get serious about a recurring and regular segmentation strategy that keeps up with ever-evolving consumer trends, contact Resonate today to set up a demo and learn what’s possible.

The post 5 Questions to Ask Yourself Before Your Next Segmentation Project appeared first on Resonate.

Is your brand speaking to these consumer groups in a way that connects with where they are right now?

Following the Roller Coaster of Consumer Sentiment During the Pandemic

We’ve been closely tracking consumer sentiment since the first weeks of the pandemic in the United States. We’ve watched consumers go from extreme anxiety to a sense of acceptance and cautious optimism, and then surge back into concern as months of uncertainty to drag on. We know that the way different consumers felt last week about reopening and precautions doesn’t reflect their sentiment today.

The news tells you one story. Your friends tell you another. Resonate’s AI-driven data gets at what consumers are really thinking – it gets at the granular, human element that defines the why behind customer decisions right now.

Connect with Your Customers and Prospects on a Deeper Level

Resonate’s latest data, Tracking the Pulse of Today’s Consumer, gets into the real-time values, motivations, behaviors and drivers impacting consumer decisions across verticals as a result of both the coronavirus pandemic and current events. In the report, we dive into sentiment on retail, travel, personal finance, gathering, politics, BLM and Facebook.

Want to learn more? Contact us now for a demo of how we do it – prepare to be floored – and access to the free report.

ACCESS THE COMPLETE REPORT

The post Tracking the Pulse of Today’s Consumer Across Verticals appeared first on Resonate.

But, what does that look like in the new normal? How are students from Kindergarten all the way through graduate school adapting to the reality of learning online? Would they want to go back into the classroom if it was a possibility?

We looked at the data for 4 different student and parent groups to examine their readiness to reopen during the coronavirus pandemic: current Gen Z students, current Millennial students, Millennial and Gen X parents of elementary and middle school students, Millennial and Gen X parents of high school students.

Back-to-School and Student-Parent Readiness to Reopen

When we think about going back to school, we likely mean putting students in a situation where they’re surrounded by dozens, if not hundreds, of others on a daily basis. Whether they’re a college or graduate student in a lecture hall, a high schooler in a hallway or a young child in their homeroom classroom, contact –– and socialization –– is inevitable.

Looking at these student-parent groups and analyzing their anxiety around coronavirus, as well as their readiness to open, gives us a window into their comfort level around returning to back-to-school during a pandemic.

While three-quarters of all Americans currently fall into the Reopen Resistant category, meaning they’re comfortable doing few in-person activities, these numbers aren’t consistent among all groups.

Gen Z students are turquoise; Millennial students are red; Millennial and Gen X parents with elementary and middle school-age students are purple; Millennial and Gen X parents with high school students are green

Gen Z students over 18, presumably traditional undergraduate students, are 30% more likely to be social distancing to a small extent and considerably more optimistic, at 34% total, to believe the U.S. economy will return to normal by Winter 2020 –– an interesting juxtaposition with the fact they’re 23% more likely to fall into the Reopen Reluctant category. This group is also 48% more likely to say they will be comfortable returning to crowded activities with hundreds of people if everyone is wearing a mask and 52% more likely to say they’d feel comfortable once they see/hear about others going. These numbers bode well for universities looking to reopen in-person classes in Fall 2020. The key factor here may not be getting students on campus but putting in place measures to stress the importance of limiting spread once they do arrive.

Millennial students, possibly graduate students or non-traditional undergraduate students, are a more cautious group and are 20% more likely to be quarantining at home to a large extent. They are 44% more likely to be continuing education in-person and 40% more likely to have a spouse continuing education in-person. This group is 37% more likely to say they’d feel comfortable going to a crowded activity with hundreds of people if everyone is wearing masks/gloves, 29% more likely to say they’d feel comfortable when the rate of deaths/infections significantly decrease and 29% more likely to feel comfortable if there are forced social distancing. This group was initially hopeful, with 33% expecting the U.S. economy to return to normal sometime in Summer 2020 –– we’re counting down the weeks on that estimate. If these are your target students, emphasize the precautions you’re putting into place and give them a sense of security as they step foot back in the classroom. Additionally, this group is 40% more likely to be continuing education online, so beefing up online learning systems is much appreciated by this group.

Millennial and Gen X parents are 12-13% more likely to be comfortable around hundreds of people already and those with high school students are 22% more likely to be social distancing to a small extent. With children comes playdates, sports events and trying to keep everyone sane under one roof. Fact: approx. 40% of these groups are working from home to a large extent and approx. 32% are working from home to a moderate extent…while also parenting. Any anxiety around reopening this group may have could be negated by the need to maintain some sense of normalcy for themselves and their children, hence why these groups are approx. 15% more likely to fall into the Reopen Rushers category. Similar to Gen Z students, the key here may not be actually considering them to return to school, but simply reassuring them precautions are in place.

Retail and the Back-to-School Rush in a New Normal

“We are planning for a longer back-to-school season that will stretch until October to capture the seasonality change into fall,” said Old Navy’s senior VP and CMO Jamie Gersch in AdAge.

What exactly is Back-to-School shopping when students are looking at online learning, staggered start dates and a lot of TBD? The reality is, this may be the back-to-school season that stretches long past the usual Labor Day start –– and that’s a boon for retailers trying to figure out in real-time what students and parents need in the great unknown of the new normal.

Online shopping will likely be a key factor in back-to-school retail this year as more consumers look to avoid physical stores and approx. 75% of each student-parent group looks to price as their primary shopping influence, while 60% of each group is also a member of Amazon Prime.

Gen Z students are 27% more likely to avoid physical stores to a large extent, which isn’t difficult to do given they’re also 63% more likely to cite chain familiarity as a shopping factor. They’re 26% more likely to buy online and return in-store, so how can you make that process easier for them? Curbside services could go a long way to build loyalty with these online shoppers.

Millennial students are 26% more likely to look to independently owned/local shops, which could be why they’re also 39% more likely to only avoid physical stores to a small extent. If you offer a safe in-store shopping experience with adequate precautions, this could be your target group.

For those with elementary and middle school students, they are 76% more likely to look for products that are family-friendly and they often shop in-store but buy online, while also comparing prices via mobile while shopping online. Those with high school students are 33% more likely to look for family-friendly products and also compare prices on mobile while browsing in-store. They’re also 11% more likely to be avoiding physical stores to a small extent. For these two groups with students, convenience is key. Those with elementary and middle school kids are 35% more likely to have shopped online at Target in the past 3 months –– and they’re 102% more likely to spend between $301 and $500 on apparel in the next 30 days. If you’re looking for the classic back-to-school shopper who spends their back-to-school budget in one fell swoop, this is it. And, they’re most likely to shop at Marshall’s, TJ Maxx, Kohls and Burlington Coat Factory.

Across the board, however, it’s the big box stores that could win big with back-to-school shoppers during the pandemic. A majority of each group shops with major brands including Walmart, Amazon and Target.

Gen Z students are turquoise; Millennial students are red; Millennial and Gen X parents with elementary and middle school-age students are purple; Millennial and Gen X parents with high school students are green

Lastly, we’ll leave you on a comfy note. Athleisure has been the real winner of quarantine and these groups are embracing the trend, while also saying fashion and function are equally important. If you’re in the business of creating stretchy athletic apparel that doubles as stylish everyday wear, this is your back-to-school season to capture students and parents alike.

Ready to get started? Request a demo or contact us or by phone at 855-855-4320.

The post Readiness, Retail and the Return to Back-to-School During a Pandemic appeared first on Resonate.

Constellation Brands, the parent company behind some of the world’s most iconic beer, wine and spirits brands (think Corona, Ruffino, just to name a few), just announced a groundbreaking $100 million investment in Black and minority-owned businesses interested in creating and launching consumers’ next favorite brand.

Constellation astutely recognizes the opportunity to make investments that not only help the greater good, but are also good for business, align with their corporate value and have a meaningful impact on underserved entrepreneurial markets.

The Adventurous Drinkers Ready to Dive Into New Products

So, who are going to be our earliest adopters/influencers? To understand that, I analyzed those US consumers that love to discover and try new drinks –– these are the consumers that will be most ready and willing to give Constellation Brands’ new minority-owned offerings a try as soon as they hit the market.

We see that these “Discoverers” are split 50/50 with regards to gender, but roughly 13 million of them fall right in that sweet spot age range of 25 – 34.

So, what are Discovers’ buying preferences? Resonate asked people to pick words to describe the products they like to buy. When we compare these Discoverers to those that prefer to stick to what they know, these potential new customers are looking for products that they consider innovative and popular, but also keep an eye towards being good stewards of the environment.

The new product offerings launched as a result of Constellation Brands’ investment in Black and minority-owned businesses would be wise to push the envelope, innovate and give consumers something they haven’t seen before. They should emphasize efforts to focus on sustainability in production. Lastly, they should keep their finger on the pulse of what’s new and hot –– staying in touch with pop culture won’t hurt their marketing.

Who Are Minority Business Owners in the U.S. and What Matters Most to Them?

Now that we’ve answered the customer questions, we can turn to the entrepreneurs themselves. The process of creating a winning brand is costly and resource-intensive. The market is crowded and consumers are fragmented. So, who are the minority business owners in the US?

In the Resonate Ignite Platform, we looked at the intrinsic personal values of minority business owners in America. When compared to their White business owner counterparts, minority business owners, on average, share unique characteristics. As Constellation helps entrepreneurs develop products and marketing that are authentic, they should take into consideration the unique values and talents that Minority Business Owners bring to the table (or bar!).

For example, when compared to white business owners, minority business owners are over 2X more likely to be driven by the sense of admiration that comes with achieving one’s dreams. But it’s not all me, me, me. They are also 34% more likely to emphasize the preservation of traditions and customs, including those within family, culture and religion. They may be inclined to do things in a way that maintains continuity with the way they have always been done and may be more altruistic and sympathetic.

With those ingredients of tradition, preservation of customs & culture and a focus on achieving one’s dreams, I cannot wait to see what types of new and exciting brands emerge over the next few years.

Great brands do not become great by accident. They are great because they connect authentically with peoples’ values, motivations, dreams, and goals – aka the Human Element. Brands that understand their target market, and can turn that understanding into action, will continue to create more loyal customers year after year.

Want to learn more about how Resonate’s unique data can help your brand get at the Human Element, the deepest understanding of the U.S. consumer, can help align and inform product development, marketing and more? Request a demo of the Resonate Ignite Platform today.

The post Constellation Brands’ $100 Million Investment is a Win With Consumers appeared first on Resonate.

Some retailers may not survive the acceleration of e-commerce — as many as 25,000 stores could shutter this year as a result of COVID-19*. The world of retail was already moving online before COVID-19, and the pandemic seems to have sped up that trend.

According to Resonate’s Recent Events Flash Study: Wave 6, 60.3 million U.S. consumers say their likelihood of purchasing products online will increase over the next three months. As a retailer, these insights are like a crystal ball. Who are these shoppers who plan on making even more purchases online in the next three months? What do they planning on purchasing? What are their shopping habits and product preferences? Only Resonate’s proprietary, up-to-the-moment data has the answers. Read on for our deep dive of this online shopping segment below.

WHO ARE THEY?

This segment of online shoppers is made up of married men and women ages 25-34 with at least one child and an annual household income between $25-50K. Their top personal values are the freedom to be creative, acquiring wealth/influence and maintaining a good public image. They’re personally driven by their devotion to their faith, having an optimistic outlook and respect from others. They’re 67% more likely than the average U.S. consumer to prefer low fat foods, 23% more likely to value athletic accomplishments, 48% more likely to watch pro sports online and 16% more likely to exercise 2x or more weekly. Clearly, fitness and clean eating is a priority for this segment.

Image source: Resonate Ignite Platform, August 2020

RETAIL HABITS AND PREFERENCES

When deciding where to shop, these consumers are 37% more likely to make their selection based on if whether a brand is a chain or franchise, 19% more likely to make their choice based on the brand’s reputation and 16% more likely to make their choice based on product selection. As for product preferences, these online shoppers are 38% more likely to prefer products that are produced sustainably, 21% more likely to prefer innovative products and 20% more likely to prefer safe products. When highlighting products on social media or in advertisements, be sure to highlight those that are considered high value to this audience. Draw attention to any products that are eco-friendly or ahead of the curve.

Image source: Resonate Ignite Platform, August 2020

When it comes to corporate responsibility, this segment is 26% more likely to prefer companies that reduce their energy use, 26% more likely to prefer companies that are honest/trustworthy and 20% more likely to prefer companies who treat employees fairly. These shoppers are also 54% more likely to pay more based on a certain issue, so if you support any initiatives surrounding energy efficiency, sustainability, etc., be sure your customers and prospects know about it. Consumers in this age group are more likely to do business with companies whose values align with theirs, so making sure they know about your commitment to eco-friendly initiatives will bode well with this segment. Consider sharing any information with customers and prospects surrounding your values-oriented action on social media, as this group is 45% more likely to follow brands on social.

FUTURE PURCHASES

Wouldn’t it be nice to know what purchases these online shoppers plan on making within the next three months? Using the Resonate Ignite Platform, you’ll gain exclusive access to insights like these.

These shoppers are 48% more likely to buy new bedroom furniture, 47% more likely to buy new entertainment room furniture and 35% more likely to buy a new home audio system. So, where are these consumers planning to buy these items? When it comes to bedroom furniture, they’re 14% more likely to buy it at Walmart. As for home audio systems, this group is 3,246% more likely to buy them directly from the manufacturer and 1,079% more likely to buy them from eBay. If you’re a retailer selling any of these future purchase products, consider a competitive conquesting strategy targeting customers of Walmart and eBay.

Image source: Resonate Ignite Platform, August 2020

COVID-19 SENTIMENT

It’s incredibly important for brands to keep their finger on the pulse of consumer sentiment as it relates to COVID-19. Resonate is closely tracking real-time data and measuring anxiety, behaviors and motivations around the coronavirus pandemic. According to our latest wave of data, these online shoppers are 72% more likely to be unemployed or furloughed due to the pandemic, 52% more likely to be concerned to a large extent about a friend or colleague contracting the virus and 44% believe it will be more than 1 year before life returns to normal. Clearly this group is being largely affected by COVID-19 when it comes to their livelihood and day-to-day concern. Having this deep understanding allows you to approach your marketing strategy more empathetically and keep these struggles in mind when coming up with offers and messaging.

Image source: Resonate Ignite Platform, August 2020

Marketing to This Online Shopper Segment

Want to learn more about how your target audience is feeling at this very moment? As a retailer, your first two steps should be our Wave 6 report of data on consumers during the coronavirus pandemic. And, if you’d like to dive further into a specific segment, contact us to request a demo today.

The post 27% of Consumers Say Their Likelihood of Shopping Online Will Increase Over the Next 3 Months appeared first on Resonate.

Using Resonate’s proprietary, continuously updated insights, we did a deep dive of two types of people: U.S. consumers who will not be willing to travel even when COVID-19 has stopped spreading and is contained, who we dubbed Tentative Travelers, and U.S. consumers will be willing to travel both domestically and internationally once COVID-19 is contained, dubbed Jetsetters. So, who are these consumers?

TENTATIVE TRAVELERS

When asked in our Coronavirus Connected Flash Study, we asked consumers if they would be willing to travel when COVID-19 has stopped spreading and is contained – this segment answered, “not at all”.

This Tentative Travelers group is mostly made up of retired married females between ages 55-64 with no children under 18 and an annual household income between $25-50K. Their top values are safety in one’s community and nation, freedom to be creative and caring for nature. Their value of safety is clearly what’s driving their decision to stay home, even after the coronavirus is contained. Especially with them being in a high-risk age group, they don’t want to do anything that could jeopardize their health or the safety of their community. They’re driven by the respect and trust of others, as well as their devotion to their faith.

Image source: Resonate Ignite Platform, August 2020

COVID-19 SENTIMENT

When it comes to specific coronavirus concerns, they’re 22% more likely to be concerned about the coronavirus situation to a large extent and they’re 48% more likely to be concerned to a large extent that they will personally contract the virus, which again makes sense when thinking about their age group. They’re also 44% more likely to believe life won’t ever return to normal.

Not surprisingly, 70% of this segment does not feel comfortable flying or getting on a train, while 54% don’t feel comfortable staying at a hotel. So, what would be required for these Tentative Travelers to feel safe? They’re 37% more likely than the average U.S. consumer to say they’d never feel comfortable staying in a hotel again, while they’re 29% more likely to say they’d stay in one if they heard of others staying. When it comes to flights and trains, they’re 28% more likely to say they’d get on one if they heard about others doing it.

Image source: Resonate Ignite Platform, August 2020

If you’re an airline or hotel chain trying to get customers and prospects back in your seats and rooms, consider highlighting real people who’ve used your services since COVID-19 started. Consider asking for testimonials about their experience as a way to put the minds of these Tentative Travelers at ease.

MEDIA PREFERENCES AND SHOPPING HABITS AMID COVID-19

How have the preferences and habits of these Tentative Travelers shifted since COVID-19 began? According to our latest Recent Events Flash Study: Wave 6, which closely monitors consumer sentiment surrounding coronavirus, this segment is 676% more likely to have an increased likelihood of starting a new streaming service within the next 90 days. They’re also 203% more likely to have an increased likelihood of starting a new food delivery service subscription within the next 90 days. This presents an opportunity for streaming services and food delivery services alike to target this high-value audience.

Tentative travelers are 16% more likely than the average U.S. consumer to use Google Chromecast as their over-the-top device, so consider targeting ads for your streaming service or food delivery service there. As for their other media consumption preferences, their top TV networks are AMC, FX and USA. Their most-watched TV shows are Law & Order: SVU, Family Guy and Saturday Night Live. If your streaming service offers any of this content, be sure to highlight it when targeting this group.

Image source: Resonate Ignite Platform, August 2020

As for a food delivery subscription service, what grocery items do these Tentative Travelers prefer to buy online? They’re 19% more likely to prefer buying meat online than the average U.S. consumer. They’re 34% more likely to do so in order to save money and 21% more likely to do so because they can buy it in bulk. Highlight your food delivery service’s deals on buying meat in bulk in order to entice this group to begin or continue to use your services.

Image source: Resonate Ignite Platform, August 2020

WHERE ARE THEY?

According to Resonate’s proprietary DMA® data, Tentative Travelers are more likely to reside in Philadelphia, Phoenix and Tampa – St. Petersburg – Sarasota. It makes sense that the Florida and Arizona city residents wouldn’t want to travel, as they’re likely not allowed in many other states since they’re considered high risk.

JETSETTERS

When asked in our Coronavirus Connected Flash Study, we asked consumers if they would be willing to travel when COVID-19 has stopped spreading and is contained – this segment answered, “yes, both domestically and internationally”.

This Jetsetters group is mostly made up of married men ages 35-44 with full-time jobs, no children under 18 and an annual household income between $100 – $150K. Their top personal values are maintaining traditions, living a life full of excitement and enjoying life’s pleasures. Their passion for new and thrilling experiences explains their eagerness to get back to traveling as soon as it’s deemed safe to do so. They’re personally motivated by their social/professional status and proving competence/skills. They’re also 155% more likely to consider international travel one of their top hobbies.

Image source: Resonate Ignite Platform, August 2020

COVID-19 SENTIMENT

When it comes to COVID-19 concerns, they’re 73% more likely than the average U.S. consumer to be worried about the health-related consequences to a small extent. They’re also 59% more likely to be worried about the economic-related consequences to a small extent, which makes sense since they’re 72% more likely to have full-time or part-time employment. This group has been increasing taking certain precautions during COVID-19 such as avoiding touching their face, disinfecting hard surfaces, avoiding physical stores and quarantining in their homes — but only to a small extent.

Image source: Resonate Ignite Platform, August 2020

When it comes to traveling, Jetsetters are 22% more likely to be unsure about their safety staying at a large hotel chain, 17% more likely to feel safe taking a plane or train and 16% more likely to feel unsure if they’d feel safe taking a plane or a train. This group is 34% more likely to say they’d never feel comfortable staying at a large hotel chain again. However, for those who are willing to, 38% of the group said they would once there is a vaccine and 19% said they would if there was forced social distancing. If you’re a large hotel chain, highlighting your social distancing policies in your targeted ads would bode well with this group. As for taking a flight or riding a train, 47% of this group wouldn’t feel safe doing so until a vaccine becomes widely available.

MEDIA PREFERENCES AMID COVID-19

This group of Jetsetters is 665% more likely to have an increased likelihood of starting a new streaming service within the next 90 days. If you’re a streaming service looking for new prospects to target, these Jetsetters could prove to be a high-value audience. When it comes to media consumption, this group is 34% more likely to have a Google Chromecast, 30% more likely to have an Apple TV and 16% more likely to have a Roku, so consider those devices when thinking about where to place ads. Their top TV networks are AMC, Fox and CBS. Their most-watched TV shows are Law & Order: SVU, Family Guy and the Rookie. If your streaming service offers these shows, or ones like them, be sure to highlight them front and center when advertising to this group.

Image source: Resonate Ignite Platform, August 2020

WHERE ARE THEY?

According to Resonate’s proprietary DMA® data, Jetsetters are largely located in New York, Los Angeles and San Francisco – Oakland – San Jose. While New York has seen a drastic decrease in active infections, explaining the optimism for travel, Los Angeles has become a COVID-19 hot spot. Perhaps because of their eagerness to travel? As for San Francisco, they were one of the first cities to implement a stay-at-home order, so their willingness to travel is likely due to the fact that they haven’t been able to in nearly six months.

KEEPING YOUR FINGER ON THE PULSE OF CONSUMER SENTIMENT

As so much in the country and world around us changes, it’s critical that your company remember that consumers are human, and humans change, especially in the face of a crisis. With some things feeling the more normal than they have in months, like sports starting back up, there are still certain aspects of society that feel far from normal for some, like the idea of travel or group gatherings. That’s why it’s more important than ever to have a deep and continuously updated understanding of how your customers and prospects are feeling about real-world events in real-time, as they unfold.

Ready to learn more about your customers and prospects’ sentiment surrounding COVID-19? Read our latest report: Ready For What’s Next? Insights to Guide You Through the Next Consumer Evolution

The post 20% of U.S. Consumers Say They Still Won’t Be Willing to Travel in a Post-Coronavirus World appeared first on Resonate.

In order to remain competitive in the pursuit of advertising dollars and user engagement, media and entertainment companies must stay relevant and updated on the continuously evolving preferences of today’s audiences.

Ignite, Resonate’s consumer intelligence platform, empowers media and entertainment companies with tens of thousands of hyper-relevant attributes on more than 200 million U.S. consumers. Resonate’s proprietary insights are the key to not only informing the future of content optimization and distribution but creating unprecedented value and targeting for advertisers. The media and entertainment companies that leverage deep, relevant insights will drive compelling storytelling in selling advertisers an unmatchable edge to reach the right consumers on the right platforms at the right time.

Learn more about how your media company can use Resonate to increase digital revenue and advertising value in our latest one-pager: Using Deep Consumer Insights to Accelerate and Optimize Sales Revenue.

The post Using Real-Time Consumer Insights to Accelerate and Optimize Ad Sales Revenue appeared first on Resonate.

After a 4-month drought, the return of sports of is finally here – but not in their usual form. All the seasons have been cut short, and the NHL and NBA are confined to playing in a bubble to prevent the spread of COVID-19. The weirdest part about the return of sports? No fans. Some leagues are trying out virtual fan noise in an attempt to create some sense of normalcy for the players, even though these seasons will likely prove to be anything but.

One thing’s for sure, NHL, NBA and MLB fans alike couldn’t be more thrilled to see some good old-fashioned competition back on their screens, no matter how different the seasons will be. So, how are these fans watching their favorite teams? Using Resonate’s proprietary data on sports fans, we did a deep dive on two distinct groups: NBA / NHL / MLB fans who watch sports on TV and NBA / NHL / MLB fans who watch sports on a device such as a tablet, phone or computer. It’s critical for media companies to have a deep understanding of each of these groups in order to demonstrate your audience’s value to advertisers and grow revenue. As modified seasons begin, where do opportunities exist for media companies to come back stronger than ever? Our data has the answers.

WHO ARE SPORTS FANS THAT WATCH ON TV?

The NBA / NHL / MLB fanatics that watch their favorite teams on TV are mostly made up of married men between 45-54 with no children under 18, a full-time job and an annual household income between $25-50K. When it comes to personal values, this group puts emphasis on obeying laws and fulfilling obligations, being reliable/trustworthy and the freedom to determine their own actions. Not surprisingly they value athletic accomplishments, having a physically active family and keeping their work and personal life separate. They’re also 71% more likely to attend live sporting events than the average U.S. consumer (in a post-COVID-19 world, obviously).

Image: Resonate Ignite Platform, July 2020

WHERE CAN YOUR ADVERTISERS REACH THEM?

We already know these fans are watching sports on TV, but what channels and other digital touch points can your advertisers find them on? They’re 125% more likely to watch Fox Sports 1, 98% more likely to watch ESPN 2 and 77% more likely to watch ESPN than the average U.S. consumer. Their top paid streaming subscriptions are ESPN+, Showtime and HBO. This group is also 57% more likely to use sports mobile apps and 80% more likely to read Sports Illustrated. In fact, when it comes to print media, this group is 94% more likely to regularly read print sports magazines and 94% more likely to regularly read print newspapers. When it comes to cutting the cord, more than half of this group is not considering doing it any time soon, which makes sense as they’re 92% more likely to watch sports on TV via a set-top box. These fans are 114% more likely to listen to sports talk radio and 75% more likely to listen to sports podcasts. If your advertisers are looking to reach this segment on other digital touchpoints, advise them to consider targeting these fans with radio/podcast ads or running a print ad.

Image: Resonate Ignite Platform, July 2020

Of the three leagues, this group’s allegiance is with the NHL – they’re 147% more likely to watch the NHL. They’re also 143% more likely to watch the MLB and 132% more likely to watch the NBA,. Let advertisers know that NHL channels are where they should focus their ad spend if they want to connect with this group.

Image: Resonate Ignite Platform, July 2020

WHO ARE SPORTS FANS THAT WATCH SPORTS ON A COMPUTER, TABLET OR SMARTPHONE?

The NBA / NHL / MLB fans that watch sports on a device such as a computer, tablet or smartphone represent a younger segment. They’re mostly married men between ages 25-34 with no children, a full-time job and an annual household income between $25 – 50K. As for personal values, these fans put emphasis on acquiring wealth and influence, showing abilities and being admired, as well as enjoying life’s pleasures. This segment also values athletic accomplishments, a physically active family and buying nutritious food. Aside from watching pro sports online, this group is 220% more likely to play fantasy sports regularly. This would be an important insight to highlight if you’re looking to show your media company’s value to sports gambling advertisers.

WHERE CAN YOUR ADVERTISERS REACH THEM?

On which devices do these sports fans watch their favorite teams? They’re 1,035% more likely than the average U.S. consumer to watch sports on a tablet, 1,034% more likely to watch sports on a smartphone and 947% more likely to watch sports on a laptop. Being able to highlight a specific device where fans consume sports is of high value to advertisers so they know where to focus their ad spend.

Image: Resonate Ignite Platform, July 2020

When it comes to their most-used streaming services, they’re 178% more likely to watch ESPN+, 119% more likely to watch CBS All Access and 104% more likely to watch Starz. This group is also very active on social media, as 22% of this group spends 40+ hours a week online. Their most-used social media channels are TikTok, Reddit and Snapchat. They’re also 98% more likely to use sports apps on their phone. When it comes to podcast and radio genres, they’re 330% more likely to listen to sports podcasts and 217% more likely to listen to sports talk radio. When talking with advertisers, highlighting this group’s preference for sports podcasts over sports talk radio would be appreciated. Not surprisingly, this group is 83% more likely to consider cutting the cord than the average U.S. consumer so advice your advertisers to avoid spending on network TV.

Of the three leagues, this group’s allegiance is with the NBA. They’re 421% more likely to watch the NBA as compared to 365% more likely to watch the NHL and 242% more likely to watch the MLB, so let advertisers know that NBA channels are where they should focus their ad spend if they want to connect with this group.

Image: Resonate Ignite Platform, July 2020

DEEP INSIGHTS WILL LEAD TO A HOME RUN FOR ADVERTISERS

By having the deepest consumer understanding and the most relevant, person-level insights, you can be more than just a channel for your advertisers, you can highlight the value of your audience. Understanding them across all digital touchpoints will help your company and your advertisers create sustainable connections with viewers, readers, app users, website visitors, subscribers and more. Becoming a reliable partner to your advertisers will help you increase revenue and grow your bottom line.

Want to learn more about what the return of sports means in this “new normal”? Listen to our on-demand webinar with our all-star panel, Play Ball! The Future of Sports Fandom in a New Normal.

The post The Return of Sports – How Are Sports Fans Watching Their Teams During COVID-19? appeared first on Resonate.

If you’re sitting at home, there’s a decent chance you’ve flipped on the TV. Sure, you’ve been perfecting your focaccia recipe, maybe needlepointing on occasion and, of course, trying to come up with a reason to avoid your next Zoom happy hour. But, between all those time-consuming activities, the siren call of endless streaming programs has been calling your name.

In our wave reports, including the latest, Ready for What’s Next: Insights to Guide You Through the Next Consumer Evolution, we’ve seen a steady group since March 2020 of consumers who say that their frequency of watching streaming TV has increased during the pandemic but, in July, we saw a uptick. 62% of consumers are now increasing their consumption of streaming TV. Compare that to only 3% that are decreasing their viewership.

For context, 39% are increasing their consumption of cable TV.

For streaming channels, that presents a massive opportunity. Now is the time to bring in new viewers and building lasting relationships that will continue even after we enter into a new normal.

Which channels are dominating the streaming TV landscape? Netflix is growing steadily and rapidly, with 51% of consumers indicating that they are now watching the channel more than they were prior to the pandemic, compared to only 36% back in March.

Netflix knew they had an opportunity and perhaps a responsibility to do their part to encourage people to stay home and it paid off –– and they tripled their digital ad spend during the early months of the pandemic to do so. They ran an ad campaign threatening to spoil their most popular shows with billboards placed in major U.S. cities announcing critical turning points in series (spoiler: the billboard were fake, but the campaign worked). Plus, who could turn away from Tiger King and Love is Blind?!

Other channels seeing an increase include Amazon Prime Video, Disney+, Hulu and HBO, with other channels, including Pluto, Showtime, and HBO remaining constant.

Given that Netflix is the network pulling ahead, we did a deep dive into those consumers increasing their Netflix viewership during the coronavirus pandemic.

In the Ignite Platform, we see consumers are almost evenly split male and female, 24% are between 25 and 34 years of age and 50% have children under 18. They are more likely to watch pro sports online as well as go to the movies, so we know they are a group that is tuned into media even in non-pandemic times. They value being in charge, acquiring wealth and living a life full of excitement, so Netflix could serve as escapism or inspiration for the life they hope to manifest.

We also see that these consumers are more likely to value athletic accomplishments, have a physically active family and exercise 2X a week or more. Could it benefit Netflix to consider how they could align a subscription with a virtual fitness provider?

Not surprisingly, this group is 27% more likely to watch TV through a streaming service, though they’ll also watch on their phone. 42% of them binge watch TV often or always, so a focus on binge-able series could be a win for Netflix and other streaming services during this time.

What shows are they most likely to tune in to on Netflix? Orange Is the New Black, The Ranch, Ozark and Arrested Development are among the favorites. It’s all about those bingeable series! And, when it comes to movies, they’re tastes are diverse: action, comedy and adventure all capture close to 60% or more of this audience.

When they aren’t watching Netflix, they also watch Disney+, Amazon Prime Video, ESPN+ and Hulu Plus. The top apps on their phone include sport, travel and entertainment, so their show preferences could align with these categories. If Netflix is looking to reach similar consumers to those who are already subscribers, they could consider advertising on social through TikTok, Twitter or Snapchat.

Lastly, if you’re wondering how to keep these streaming viewers streaming, think about why they cut the cord on cable to begin with: they’re 41% more likely to say it was because they didn’t want to see commercials and 43% more likely to say it was for the show and movie selection. So, keep that high quality, commercial-free programming coming and they’ll stick around.

Even In a Work From Home Environment, Streaming Music is Seeing an Uptick

In the first months of social distancing, we saw small increases in consumer consumption of streaming music, radio and podcasts. When compared to the dramatic numbers we saw in streaming TV, many researchers attributed this to the decline in commute time for office workers. If you’re not driving 30 minutes every day or hopping on the subway, you might be less likely to plug in your ear buds and listen to your latest playlist. But, consumers do crave familiarity and, hey, it’s nice to have music playing when you cook dinner in…again.

In July, we saw the highest number of consumers increasing their frequency of listening to streaming music, radio and podcasts: 40%. That’s compared to only 23% back in March.

When we look at what consumers are listening to, Spotify is leading the way. In March, 9% of consumers said they were listening to Spotify more often but, in July, that had increased to 9%.

In July, however, all services actually saw an increase across Pandora, Amazon Prime Music, iHeart Radio and Apple Music.

For the purposes of this research, we looked deeper at Spotify listeners given they’ve seen the most significant increases. Spotify listeners are 53% male and 33% are between 18-24 years of age. Their top values are acquiring wealth, living a life full of excitement and showing abilities. They watch pro sports online, enjoy art/photography and, of course, enjoy music.

Considering their interests in sports and art, how could Spotify find an overlap with those verticals? Could curated playlists by favorite athletes bridge the gap listeners are missing while sports are on hiatus?

When Spotify listeners don’t have their earbuds in, they’re watching HBO Now, HBO, Hulu Plus, Disney+ or ESPN+. They are significantly more likely than the average consumer to use Tumblr, TikTok, Snapchat and Reddit. This group spends plenty of time online with 55% spending over 20 hours a week online. On their phones, they spend the most time on entertainment/lifestyle apps and music apps.

For Spotify, this could mean that a partnership with an entertainment company or celebrity could prove resonant with their primary listenership.

And, since Spotify isn’t solely a music platform, let’s look at podcasts. 59% of the consumers whose Spotify listenership has increased during coronavirus indicate they listen to podcasts. With a majority of these listeners tuning in to podcasts, how can Spotify target these listeners? They are 169% more likely to listen to comedy, so putting comedy podcasts front and center could be a safe bet, particularly if they are looking at an algorithm that focuses on introducing listeners who haven’t yet become podcasts listeners. Educational and history podcasts are also popular among these listeners.

Lastly, these Spotify listeners are 38% more likely to support companies that donate to charities and 49% more likely to support companies who support the community. Spotify’s move to create the “Spotify COVID-19 Music Relief Fund” will strike a chord with this group. The musicians that bring so much to their lives are struggling in the absence of concerts and tours and, with this move, Spotify shows to consumers that they are concerned with more than just their bottom line – they’re looking out for the livelihood of the artists. Given the rise of the activist consumer, this act will cement Spotify’s relationship with their listeners and increase brand loyalty.

How Will Streaming Services Continue to Evolve Throughout the Pandemic?

As consumers continue to stay home, Resonate will be closely tracking their media consumption habits. We know that consumer sentiment is rapidly shifting and, as you see in the numbers above, what proves true in one month does not necessarily predict what will happen the next. That’s why it’s essential to make sure your data is always real-time and continuously updated –– as Resonate’s is with over 10 billion daily online events. Want to learn more? Request a demo today.

The post Netflix and Quarantine: How Have Streaming Services Fared During the Pandemic? appeared first on Resonate.

The murder of George Floyd at the hands of Minneapolis police officers sparked nationwide protests and civil unrest around the treatment of Black Americans throughout the country, and the world. While Americans have been fighting for racial justice for as long as this country has existed, brands are more willing than ever to speak out against racism and they’re calling on U.S. consumers not only to fight racism, but to become actively anti-racist. While corporate and consumer value alignment has cemented itself as an integral part of a brand marketer’s job, the outpour of support for the Black Lives Matter movement in corporate America is unprecedented.

In this week’s Brand Spotlight, we’re doing a deep dive of Old Navy customers. Old Navy’s parent company, The Gap Inc., just recently released an ad featuring five activists and the voice-over of a poem read by 15-year-old feminist and activist Marley Dias. View the 30-second ad below and read on for a deeper understanding of Old Navy customers to find out how this brand successfully aligned their corporate and consumer values during this turbulent time.

WHO IS THE OLD NAVY SHOPPER?

In order to gain a comprehensive understanding of the Old Navy shopper at a deeper level, we looked at the audience in the Resonate Ignite Platform. According to our proprietary data, this segment of 6.8 million U.S. consumers is mostly made up of married women between ages 25-34 with full-time jobs and no children. When it comes to their personal values, they believe in being in charge, obeying laws and living a life full of excitement. As for what motivates them, they’re driven by romantic love and expressing individuality, which the above ad aligns with, at one point saying, “We gave the world another look and saw a future of differences celebrated.” This sentiment directly taps into the idea of expressing individuality. The ad also states that there is “a world of possibility,” speaking to their value of living a life full of excitement. In the ad, images of protest signs reflect messages that are important to their customers such as, “Black Lives Matter” and “Women’s Rights are Human Rights”. According to the Resonate Ignite Platform, 65% of Old Navy customers believe the police mistreatment of Black Americans is an issue that elected officials should focus on and 67% of this segment believes promoting gender equality is important. Old Navy’s deep understanding of their customers’ values and motivations are clearly reflected in this video.

WHAT ARE THEIR SHOPPING BEHAVIORS AND PREFERENCES?

When it comes to corporate responsibility, this ad successfully taps into the preferences of their customers. This group is 37% more likely than the average U.S. consumer to prefer companies that listen to the public. The ad says, “every voice heard and advocated,” speaking directly to their customers’ desire to do business with a brand that listens to the public. This segment is also 10% more likely than the average U.S. consumer to engage in a company’s societal program and 23% more likely to consider a brand’s reputation a key factor in deciding where to shop.

THESE CONSUMERS ARE ENGAGED IN SOCIAL ISSUES

When it comes to social issues this segment cares about, 75% of them put heavy emphasis on promoting race equality, 67% put heavy emphasis on promoting gender equality and 62% of them put emphasis on promoting paid maternity/paternity benefits to employees. Given the subject matter of the protests, it makes sense that these groups are ready and willing to use their voices to further social causes. So, how are they using their voice? They’re 25% more likely to volunteer for politics, 17% more like to be active in a group and 14% more likely to contribute to a charity. This group is not one that you’ll find on social media, in fact, they’re 25% more likely to not be engaged at all with social media.

OLD NAVY KNOWS THEIR CUSTOMERS

From the visual content featured in the ad to the voice-over, it’s clear that Old Navy tapped into the values, motivations and preferences of their shoppers. By connecting with them on such a deep level, they’re creating long-lasting brand loyalty, which is critical to a brand’s success in today’s environment.

Looking to make this kind of connection with your customers and prospects? Such a deep understanding of consumers requires dynamic, continuously updated insights, which Resonate provides in one easy-to-use platform. Access up-to-the-minute insights on COVID-19 and emerging issues in our latest report, Americans Are Raising Their Voices. Are You Ready to Listen?

The post Brand Spotlight: Old Navy appeared first on Resonate.

2020 has been the year of constant change. On top of the uncertainty surrounding COVID-19, the murder of George Floyd at the hands of Minneapolis police officers ignited a swarm of protests across the country not only demanding racial justice but calling on U.S. citizens and corporations to become more actively anti-racist.

While 73% of U.S. consumers believe product and service-based companies should put a stake in the ground to represent their values*, it doesn’t necessarily mean all consumers want brands taking a stand on every social issue. As we discussed in our annual State of Your Customer Report, brands must make sure the stand they take will resonate with their target audience and give them a deeper sense of identity with the brand, otherwise, it could backfire.

In our Resonate Recent Events Connected Flash Study: Wave Five, July 2020 Report, we asked respondents, How are you likely to react when you see a Consumer Brand showing support for the group Black Lives Matter or other protesters in the country? Below, we did a deep dive of two audiences: U.S. consumers who oppose brands supporting Black Lives Matter and other protests and U.S. consumers who want brands to support Black Lives Matter and other protests.

Having a deeper understanding of these two groups gives you the vital context to inform decisions on when, where and how to go to market during this complex time.

U.S. CONSUMERS WHO OPPOSE BRANDS ACTIVELY STANDING WITH BLACK LIVES MATTER AND OTHER PROTESTS

This segment made up of 42.3 million U.S. consumers is 56% male and 23% of them are between the ages of 45-54. They’re mostly married with no children under the age of 18, 32% of them have a college degree and their annual household income is between $25-50K. When it comes to their personal values, they’re 48% more likely than the average U.S. consumer to value maintaining traditions, 36% more likely to value safety in their community and nation and 34% more likely to put emphasis on obeying laws and fulfilling obligations. Their emphasis on tradition explains why they might not want a brand taking a stand on a social issue. Gen Xers grew up long before the rise of the purpose-led brand and they don’t expect much from companies besides the product or service they’re paying for. Their value of safety might explain why they don’t want brands supporting protests – as they might be concerned for their safety and well-being if they turn violent.

Source: Resonate Ignite Platform, July 2020

WHAT ARE THEIR SHOPPING PREFERENCES AND BEHAVIORS?

When it comes to corporate responsibility, this group is 83% more likely to prefer companies that have truthful ads, 35% more likely to prefer companies that are honest/trustworthy and 23% more likely to prefer companies that provide safe products. This group will likely abandon your brand if they believe your support of a social issue is inauthentic, as a company’s honesty is important to them. Again, we see their value of safety coming out in their preferences. When it comes to product attributes, they want items that are energy-efficient, trustworthy and dependable. As for consumer engagement activities, this segment is 40% more likely to research a product with many sources, 39% more likely to contact companies to share thoughts and 35% more likely to share their opinion of a product or company. When dealing with such a vocal segment, it’s important that you keep their preferences and behaviors top of mind, because if they don’t like something a brand produces or does, they have no problem letting them know. 31% of this group also regularly shares things on social media, so it’s possible that their opinion of a brand will end up on the internet.

Source: Resonate Ignite Platform, July 2020

WHERE CAN YOU FIND THEM ONLINE AND OFF?

When it comes to their media consumption, 39% of this segment spends 20-40 hours a week online. Their top social media networks are LinkedIn, Facebook and YouTube. Their top paid streaming subscriptions are Showtime, Starz and ESPN+. When it comes to TV, you can find them watching Fox News, History Channel and Discovery. Consider focusing your spend on these digital touch points when you’re looking at ad placement. Where is this group concentrated geographically? Knowing where they reside is critical when thinking about locally focused ad spends and activation. According to Resonate’s proprietary geo data, these consumers are most likely to live Dallas, Houston and Tampa – St. Petersburg – Sarasota.

Source: Resonate Ignite Platform, July 2020

SO, WHAT ISSUES ARE THEY PASSIONATE ABOUT?

If your brand is itching to take a stand on a specific issue and it aligns with your brand values and mission, consider speaking out about one of the causes they’re most passionate about. While they may not want a brand speaking out specifically on Black Lives Matter, they’re 170% more likely to care about religious outreach, 127% more likely to care about care for veterans and 106% more likely to care about cancer and other terminal illnesses. Consider incorporating support for one of these initiatives into your marketing strategy if you want to win this segment over.

U.S. CONSUMERS WHO WANT BRANDS TO SUPPORT BLACK LIVES MATTER AND OTHER PROTESTS

This group made up of 45.8 million U.S. consumers is 55% female and 20% of them are ages 25-34. 52% of this group is married with no children, 34% of them have completed some college and 25% have an annual household income between $25-50K. When it comes to their personal values, they put the most emphasis on the freedom to be creative, living a life full of excitement and accepting those who are different. Their value of tolerance and acceptance is a clear driver as to why they want brands to join the Black Lives Matter movement. The idea that they want their life to consist of stimulating and challenging experiences also aligns with the idea that brands should be in support of protesting.

Source: Resonate Ignite Platform, July 2020

WHAT ARE THEIR SHOPPING PREFERENCES AND BEHAVIORS?

When it comes to corporate responsibility, this group is 132% more likely to prefer companies that reduce packaging, 96% more likely to prefer companies that treat employees fairly and 72% more likely to prefer companies that reduce energy use. They’re also 102% more likely to consider a brand’s reputation as a key factor in deciding where to shop. As for product attributes, this segment is 29% more likely to want a product that is produced sustainably, 27% more likely to prefer a product that is unique and 25% more likely to prefer a product that is the best-looking. As for consumer engagement activities, they’re 145% more likely to pay more based on an important issue and 78% more likely to engage in a company’s societal program. Clearly, this is a group who’s not afraid to speak with their wallets about the brands and retailers whose values don’t align with theirs, and in looking at Resonate’s Brand Affinity Report, their top brands are known for putting their customers’ values at the forefront of their marketing strategy. Their favorite retailers are Whole Foods and Trader Joe’s, who make commitments to sustainable and eco-friendly practices.

Source: Resonate Ignite Platform, July 2020

WHERE CAN YOU FIND THEM ONLINE AND OFF?

When it comes to media consumption, 24% of this group spends 40+ hours a week online. Their most-used social media networks are Reddit, Snapchat and Twitter, and their top paid streaming subscriptions are HBO, Hulu Plus No Commercials and Hulu Plus. So, focus your ad spend across these digital touchpoints. In terms of network TV, you can find them watching Adult Swim, FX and Bravo. Geographically, this group is clustered in New York, Los Angeles and Chicago, so when considering local ad spend, you’ll want to focus your resources in those urban areas.

Source: Resonate Ignite Platform, July 2020

WHAT ARE THEIR SOCIAL ISSUE ENGAGEMENT ACTIVITIES?

We know this segment is highly engaged when it comes to advocacy issues, but do you know their preferred method of civic engagement? According to Resonate’s proprietary data, this group is 157% more likely to write articles, 147% more likely to attend a rally or protest and 142% more likely to be active in a group. Their enthusiasm for attending rallies and protests is directly reflected in their need for brands to take a stand on BLM and other protests.

HOW TO EFFECTIVELY ALIGN CORPORATE AND CONSUMER VALUES

Your organization must have a deep understanding of your own beliefs, as well as your audience’s values, psychological drivers and preferred forms of expression, before taking a stand on a social issue. Neglecting to do so means potentially losing them as a customer to an authentically aligned competitor. Resonate’s up-to-the-moment, dynamic insights give you a deep, holistic understanding of who your customers and prospects are, what they value, the causes and issues they support, their shopping behaviors and their preferences as they evolve in real-time so your brand can thrive, and even gain a competitive edge, during this turbulent time.

Find out where your audience stands on social justice in our latest report, Americans Are Raising Their Voices. Are You Ready to Listen?

The post These Consumers Want Brands to Take a Stand on Black Lives Matter. Are They Your Customers? appeared first on Resonate.

In recent weeks there has been a massive spike in COVID-19 cases in certain regions of the country. Going into Fourth of July weekend, 40 out of 50 states saw an increase in cases. Certain states, in the south and west in particular, are seeing record-high infection numbers. Florida hit a record high 15,000 new COVID-19 infections on July 11, with Miami being dubbed as the epicenter of the virus. In Texas, hospitals are running out of beds, medicine and ventilators. On the other hand, only two states, Connecticut and Rhode Island, are seeing a decrease in COVID-19 cases.

Given what we know about these states, it poses the question about the consumers living there. What are their motivations, values and preferences at this current moment? What safety precautions are they taking and how do they differ from other states? How have their lives changed since early March? If you’re a brand or retailer looking to target residents of Florida, Texas, Connecticut, Rhode Island or any other state, it’s important to have a deep understanding of who they are and their ever-changing behaviors and preferences based on the state of their state.

Using Resonate’s proprietary DMA® data, we did a deep dive of the consumers living in the three most populated cities in Florida, Texas, Connecticut and Rhode Island.

FLORIDA

We looked at the 9.3 million residents of Miami – Fort Lauderdale, Tampa – St. Petersburg – Sarasota and Jacksonville – Brunswick. Not surprisingly, 17% of consumers are 65+ and 38% more likely to be retired. When it comes to their top personal values, they put emphasis on being in charge, maintaining a good public image and acquiring wealth and influence. Stay-at-home orders were a direct hit to their value of being in charge, which explains why they were more likely to resist. that rule.

Floridians are 85% more likely than the average U.S. consumer to be concerned with coronavirus to a small extent, making the high number of COVID-19 cases even more concerning, as those over 60 are considered a high-risk group. They’re 24% more likely to believe that life will return to normal in less than a month. This isn’t surprising as Florida was one of the first to reopen their economy on May 18, which included salons, sports venues, restaurants and gyms (at 50% capacity). They’re 12% more likely to be concerned about a family member contracting the virus to a small extent.

Source: Resonate Ignite Platform, July 2020

When it comes to safety precautions, they’re 11% less likely to be quarantining in their homes to a large extent and they’re only 1% more likely to be practicing social distancing to a large extent. When it comes to their personal finances, their concerns have increased. They’re 18% more likely to be concerned about filing bankruptcy to a large extent, 16% more likely to be concerned about having their car be repossessed to a large extent and 15% more likely to be concerned about taking out another mortgage to a large extent. This makes sense as 41% of Florida residents are concerned about the health-related impact of COVID-19, while 55% of them are concerned about the economic-related impact.

Source: Resonate Ignite Platform, July 2020

When it comes to retail, Florida residents are 47% more likely to visit a pharmacy or grocery store in the next 90 days and 88% more likely to decrease their use of subscription services. This means grocery stores with locations in Florida should expect an increase of shoppers in their stores soon, specifically Publix, as this segment is 530% more likely to shop there. When it comes to product preferences, they prefer ones that are popular, unique and safe. As for their key shopping factors, they’re 242% more likely to prefer stores with good customer service, so as Floridians begin to come back to stores, be prepared to have your staff ready and willing to help with their needs.

TEXAS

We looked at the 15.3 million residents of Houston, San Antonio and Dallas – Fort Worth. They’re mostly married men and women between ages 35-44 with full-time jobs and a household income between $25 – 50K. When it comes to their top personal values, they put emphasis on being humble, safety in oneself and family and maintaining a good public image. It’s interesting to note that one of their top values is safety, even though many residents are refusing to wear masks in public, an act that would keep them safe.

Texans are 10% less likely to be concerned about the coronavirus situation to a large extent. They’re 13% more likely to believe life will return to normal in one month or less and 9% more likely to have met between 10 and 20 people in person last week. Only 17% of Texans are concerned about personally contracting the virus and they’re 4% less likely to be concerned about a friend or family member contracting the virus. This falls in line with the fact that Texans are 5% less likely to be concerned about health-related consequences of COVID-19 to a large extent and 45% of them are concerned about the economic-related consequences to a moderate extent.

Source: Resonate Ignite Platform, July 2020

When it comes to safety precautions, 63% of them avoid physical stores to a moderate extent, 60% of them avoid touching their face to a moderate extent and 58% of them disinfect hard surfaces to a moderate extent. In terms of their personal finances, they’re 72% more likely to review or research life insurance policies, 51% more likely to increase their retirement savings and 18% more likely to monitor their expenses.

When it comes to retail, they’re 90% more likely to decrease their online ordering of groceries, which means they’re feeling more comfortable to return to in-store shopping for food. Keep this in mind when you’re promoting in-store only offers, they’ll likely play better at physical stores in Texas, where people are ready to buy groceries in person. You’re 1,084% more likely to find these shoppers in H-E-B. When it comes to product preferences, Texans want items that are family-friendly, popular and innovative. Stocking a shelf at the front of the store full of your best-selling items will likely entice these consumers. When it comes to key shopping factors right now, 76% of Texans put the most emphasis on price. Highlight your weekly deals in your Texas stores for shoppers to see as they stroll thru the aisles.

Source: Resonate Ignite Platform, July 2020

CONNECTICUT AND RHODE ISLAND

How are the consumers in these New England states different from the consumers in states where the COVID-19 cases are at an all-time high?

We looked at the 3.5 million residents in Hartford – New Haven, CT and Providence – New Bedford, RI. They’re mostly made up of married females ages 45-54 with no children under 18 and an average household income between $100 – $150K. Their top personal values are avoiding harming or upsetting people, acceptance of those who are different and being admired. Since they want to avoid harming others, it explains why cases are so low. These residents are obeying the rules and staying home to avoid getting others sick.

43% of these New Englanders are concerned about the coronavirus situation to a large extent. They’re 19% more likely to be concerned that a friend or family member will catch coronavirus to a large extent and 13% more likely to be concerned that there isn’t enough PPE for healthcare providers to a large extent. 52% of this segment is concerned about the number of hospital beds available to a large extent and 51% are concerned about the number of available ventilators to a large extent. Still, similar to the other groups, 44% of this group is concerned about health-related consequences of the coronavirus to a large extent, while 56% is concerned about the economic-related consequences.

When it comes to safety precautions, 61% of CT and RI residents are practicing social distancing to a large extent, 43% are quarantining in their homes to a moderate extent and 42% are disinfecting surfaces to a large extent. In terms of personal finances, they don’t seem to have many concerns. 86% say their likelihood of increasing retirement investments remains the same as pre-COVID-19 and 77% say that their likelihood of saving money remains about the same.

When it comes to retail, 76% say their likelihood of ordering groceries online is staying the same. Despite the fact that cases are dropping across both states, residents are wary of getting back out into physical stores. 72% say their likelihood of visiting the pharmacy or the grocery store is staying the same, but 48% say their likelihood of making a major purchase has decreased. This is important for retailers of big-ticket items to note. This group isn’t planning on buying major items like cars or appliances any time soon, so it will likely be more effective to focus your marketing efforts towards a segment that is.

HOW YOU CONNECT WITH CONSUMERS DEPENDS ON WHERE THEY LIVE

In a time when so much is uncertain and the health of U.S. consumers is varying drastically from state to state, having an up-to-the-moment deep understanding of your target customers is critical to your company’s success. Using data from a month ago won’t get you the results your business needs. Resonate’s proprietary DMA® data gives you a comprehensive understanding of your customers and prospects in any area you’re looking to target. In times like these, where public safety protocol is (or isn’t) top of mind, consumer location matters more than ever before.

Want even more real-time actionable insights? Read our latest report on consumer sentiment on COVID-19.

The post With Cases Surging, How Are Consumers in Hot Spots Responding? appeared first on Resonate.

The Resonate Ignite Platform models and targets, in real-time, an unprecedented Black Lives Matter online audience comprised of voters from all walks of life. This is a massive group of voters who firmly believe their elected officials should actively address how police interact with and treat Black Americans. There are voters within this audience of roughly 102 million that you will need to win. And if you think you already know them based on traditional polling and pundits, you may be surprised.

What immediately stands out about these voters is that when they are compared to the average U.S. voter, they are 113% more likely to be motivated by obeying laws and fulfilling obligations and 73% more likely to avoid upsetting or harming other people.

The reality is, our data doesn’t paint a picture of a crowd that wants to burn the system down or eradicate our nation’s laws in favor of anarchy zones. Instead, we see voters who are 44% more likely to accept those who are different and who are psychologically driven by trust and respect from others as well as valuing the freedom to express individuality.

In the policy arena, we see a pro-regulation audience that believes strongly in making public investments in our shared services and infrastructures, including healthcare programs like Medicaid, public transportation like city busses, funding for charter schools, the arts and sciences, and yes, even the size and scope of the U.S. Military.

On the ideological spectrum, this audience is 41% Democrat and equal parts Republican and Independent at 27%. Third-Party identifiers encompass the remaining segment.

Regardless of party affiliation, this is an audience that is not likely to just select their candidate based on their political party or even their personality traits, but on the values and public policies that matter most.

Bonus insight – 21% of this entire audience, or approximately 21 million voters, voted absentee in the 2018 Midterms

At Resonate, our voter intelligence and targeting platform are built to immediately identify, analyze, and target critical segments of the online electorate based on the current values and motivations that are informing up-to-the-moment voter sentiment.

The Black Lives Matter Movement is moving at an unprecedented speed and has presented critical challenges to elected officials and campaigns alike. There has been little to no room for error, even for the politicians with the best of intentions.

Campaigns will need to move with speed and accuracy to keep up while communicating on an individual and personalized level to connect. So, let your competition focus on pushing blanket messages to the masses, advertising on that same overgrown verge. We’re here to help you make real connections that are worthy of earning the votes you need to win, built on a shared vision and commitment for better days ahead.

Request a demo or reach us via email at success@resonate.com or by phone at 855-855-4320.

The post Winning with Empathy: Voter Targeting in a Movement appeared first on Resonate.

Online shopping, curbside pickup and same-day delivery has been the standard in retail over the past several months. As we tried to decode different messages regarding the spread of COVID-19, assessed our personal willingness to accept varying risk levels and incorporated the use of masks and hand sanitizer into our everyday lives, it often just seemed easier to click, “add to cart” from the comfort and safety of our own homes.

But, with social distancing measures in place across the country and phased reopening moving along, many shoppers are ready to browse in-store again. For those consumers, they’re dreaming of a leisurely stroll through the grocery store picking up ingredients on a whim. They’re missing the siren call of that red Target symbol (seriously, who else is ready to find themselves lost in aisles of Magnolia home goods we didn’t realize we needed?!). They’re ready to pick up a product and feel it in their hands before deciding to buy.

Let’s Look at the Types of Stores Where Consumers Will Go First

We surveyed consumers to see exactly where they plan to shop in-person again once stores have reopened. It’s likely not surprising that the largest groups are eager to get back to grocery stores and general merchandise stores (Walmart, Target, Costco, etc). Consumers need the basics and it can be more convenient to stop by the store and grab toilet paper or milk when you need it, rather than order it online and have it shipped.

The next group is a bit more surprising: clothing. Many of us may assume that most people do their clothing shopping online with easy returns available through most stores. But, almost half of consumers are ready to shop ‘til they drop –– or at least pick up a few summer pieces for the sweltering weather.

Another 34% are ready to shop for hardware/building supplies in person. We know that many consumers were excited to redecorate and create an oasis in their own home, so these consumers will be ready to head back into stores and pick up what they need for projects.

Lastly, 25% are going to shop for electronics in person. Perhaps they want to test out a new phone in person or browse available televisions.

Who Are These In-Store Shoppers?

So, who are these shoppers that are eager to go back in-store to shop? Here are a few key facts about the shoppers we see in each vertical.

GROCERY SHOPPERS: This group is 53% female, 19% are between 45 and 54 years of age, 16% have a household income between $100-150K and they’re more likely than the average consumer to shop at Trader Joe’s. They have an optimistic outlook and value safety in their community and nation. While they’re ready to go back in-store, their values would indicate they’re willing to take all precautions to ensure the safety of both themselves and those around them.

This group is more likely to buy food based on nutrition and to limit calories/fats/salts, so they’re probably eager to shop for fresh foods in-person and on a regular basis again.

When it comes to product selection, they look for products that are:

GENERAL MERCHANDISE SHOPPERS: The shoppers who are ready to return to big-box stores such as Walmart and Target are 53% female, 19% are between 35 and 44 years of age, 21% have a household income between $50-75K and they’re more likely to shop at Costco. They enjoy gardening and buy food based on nutrition, so they look to shop somewhere where they can knock out all items in one trip.

This group wants to show their abilities and be admired, as well as maintain a good public image, so they’re likely to act in line with what they perceive to be the socially acceptable behavior –– wearing a mask and staying six feet away from other shoppers.

When it comes to product selection, they look for products that are:

HARDWARE SHOPPERS: These DIY-ready shoppers are 52% male, 17% are 65+ years of age, 17% have a household income between $100-150K, and, fittingly, they’re most likely to shop at Ace, Lowe’s and Home Depot. They have an optimistic outlook, value safety in community and nation, maintaining traditions and being reliable and trustworthy.

This group is 22% more likely to list home improvement as one of their top hobbies and 19% more likely to list gardening. Given their desire for safety in community, remember to disclose all precautions being taken to make them feel comfortable stepping foot back in your store.

When it comes to product selection, they look for products that are:

ELECTRONICS SHOPPERS: This group is 53% male, skews younger with 14% between 18-24 years of age, 28% have a household income between $25-50K and they are most likely to shop at Best Buy, Sam’s Club and Costco. Don’t underestimate the likelihood that they could buy their electronics from a big box store!

Their top hobbies include going to the movies, playing video games and watching sports on TV. Since the movie theaters may be among the last institutions to open in some states, consider how you can market products that will bring that experience into their own home.

When it comes to product selection, they look for products that are:

CLOTHING SHOPPERS: These clothes horses are 51% male, 14% are between 18-24 years of age, 26% have a household income between 18-24 years of age and they’re most likely to shop at Costco, Kohl’s, Clark’s or Athleta. Exercise and athletic accomplishments are important to them, which may mean they’re looking to Athleta for the athletic clothes they need.

They value showing abilities and being admired, as well as maintaining a good public image, while they’re driven by proving competence and earning respect from others. It could be likely, given their age, that they’re early in their career/adulthood and need to buy the clothes that are representative of their new place in life.

When it comes to product selection, they look for products that are:

Once Stores Are Open, What Do Shoppers Expect to Feel Safe?

If you want eager-to-shop customers to feel comfortable coming back through your doors, what do you need to do? Half of consumers believe all staff should wear masks/gloves, while 45% expect the same from all customers. Others expect nightly cleaning, forced social distancing and reduced occupancy of shops. However, despite all those eager to get back into stores, roughly 40% say they won’t return to stores until a vaccine is widely available.

Learn How to Market to Your Target Customers Today

Want to learn more about where consumer sentiment stands today? As a retailer, your first two stops should be our Wave 4 report of data on consumers during the coronavirus pandemic, Marketing in the New Normal: Critical Data You Need Now, and our report on consumer readiness to reopen, From Rushed to Resistant: How Eager Are Consumers to Reopen America? And, if you’d like to dive further into a specific segment, contact us to request a demo today.

The post Shopping During COVID: 62% Are Ready to Browse In-Store appeared first on Resonate.

The [typical] summer travel season has arrived. But, what will beach vacations and trips to see grandparents look like during a global pandemic?

We last looked at sentiment around travel and the COVID-19 crisis earlier this spring, but, with new Wave 4 data just in and the Fourth of July holiday just days away, it’s time to revisit where consumer attitudes regarding travel are today. Resonate’s data is real-time –– we know that consumer behavior is rapidly evolving during these unprecedented times and using data from a month ago doesn’t cut it.

And, it turns out, after spending months at home, almost half the population is feeling a-okay about hitting the road for a quick warm weather getaway: 48% say they’d feel safe traveling in-state after reopening and 43% would feel safe traveling out-of-state. Not surprisingly, approximately 30% of both of these groups expect their travel plans to resume as normal this summer with an additional 30% in each group counting on Fall 2020 as their return to travel.

So, who are these consumers and, if you’re a travel or hospitality brand, how do you reach out to them in a way that is sensitive to the pandemic at hand, reassures them of safety policies in place and empathetic to the risk assessment that travelers must make before committing to their summer travel plans?

99 Million Travelers Feel Safe Traveling In-State

Of those who are ready to venture out on a short in-state trip, they’re equally split male and female, 56% do not have young children and 21% have a household income between $50-75K annually. 19% are between 24 and 34 and another 19% are between 35 and 44, while 18% are between 45 and 54 years of age. Your target audience is wide when it comes to age demographics, but your focus is on millennial and Gen-X travelers.

This group is likely torn between their desire to maintain a good public image…while also wanting to live an exciting life. They want adventure! But, they also know that the optics of ignoring calls for social distancing could be problematic. A short, in-state trip –– maybe to somewhere new to them? –– could be a good compromise between their personal values and their psychological drivers.

This group is 16% more likely to stay at a Hyatt (61% of them have!), but they’re also 23% more likely than the average American to have stayed at a Ritz-Carlton –– which lines up with the fact they’re 31% more likely to pay more for luxury. If you’re targeting this group, make sure your Wi-Fi is strong: 34% need communication access when they travel. They are also 28% more likely to want travel products that are the best looking –– how can you freshen up your spaces and products to stand out from the crowd?

47% are a member of one or more travel loyalty programs, so this could be a group to bring in with summer promotions. How can you make a stay with your hotel chain or booking a flight seem even more enticing with points or miles? Now’s the time to run that stay two nights, get one free promo! Especially considering they’re 28% more likely to say discounts and sales will influence where they travel. Also, 42% book directly, while 31% book through a travel site.

When they hit the road, 45% are traveling to spend time with family, while 29% are traveling to relax. 46% want a convenient location when selecting a hotel (though, you may want to consider weighing convenience v. social distancing precautions during this time!). Additionally, these could be quick trips: 44% say their leisure travel is typically less than a week. An easy long weekend getaway in a convenient to go to location and relaxing vibes could be the best bet for this group.

And, if you’re marketing to this group of in-state travelers, where will you find them? They’re 15% more likely to use the Disney+ streaming service and 13% more likely to use ESPN+. They’re more likely to be on Snapchat, Twitter or Instagram, while they tend to read Sports Illustrated or National Geographic. If you’re looking at in-app ads, consider active apps, including those in the health & fitness, as well as sports verticals.

90 Million Travelers Feel Safe Traveling Out-of-State

When it comes to those who are feeling ready to travel out-of-state, the group is still equally split male and female and 57% do not have young children. 17% have a higher annual household income at $100-150K. This group trends slightly older, with 20% between 45-54 years of age.

As we might expect, they are more likely to cite a beach or lake vacation as one of their top hobbies. They are more likely than the average American to have an optimistic outlook on life, which may be why they feel comfortable taking a cautious risk by traveling. They also are more likely to value safety in community and nation, as well as safety in oneself and family, so it seems that this group, while they are willing to introduce some risk by leaving home, they will do so in a way that keeps in mind the safety of themselves and those around them. Perhaps they’d feel most comfortable taking a trip to a remote lake or a beach house where they can socially distance once they have arrived.

29% of this group is willing to pay more for luxury, while 33% need communication access. 41% also cite wanting travel products that are trustworthy, while 47% are a member of one or more travel loyalty programs. When you combine trust with travel loyalty, you have a group that may feel most comfortable booking through a brand that they are familiar with –– particularly when many people are feeling uneasy about travel in general.

They are more likely than the average American to have stayed with several hotel names, including La Quinta, Wydham, Courtyard by Marriott, Hampton Inn and Hyatt. If you’re one of these brands, this is a group to target in the months ahead. They’re also 23% more likely to say that discounts and sales influence their travel decisions, so, similar to the other group, this is one to market summer promotions to. Additionally, 45% book directly, while 31% book through a travel site.

When traveling, 46% of this group travels to spend time with family, while 31% look to relax. Do you have properties in convenient waterfront locations that will merge their love of lake/beach vacations with the space to come together for a long weekend of relaxation? This could be your sweet spot for a group where 47% say convenient location is a main consideration for booking a hotel and 48% typically spend less than a week on leisure travel trips.

And, when you’re advertising to this group, consider that they’re more likely to read the local daily newspaper –– how can you pitch your destination to a local journalist? Or are there opportunities to place sponsored content? Lastly, they are 10% more likely to have travel apps on their phone, so think about opportunities to incorporate your travel loyalty program with an app that will put you literally in the palm of their hand.

Travel Won’t Look the Same in 2020, But Don’t Miss an Opportunity

We know travel is going to look different this year. Some consumers will avoid travel altogether until there is a vaccine. Others may delay plane trips. But, we also know that many consumers –– in fact, almost half –– are eager to itch the travel bug. Your play now is to figure out how to make short trips to nearby destinations just as exciting as that Caribbean vacay they may have cancelled.

Want more info on consumer sentiment in light of recent events? Download our Wave 4 report today: Marketing in the New Normal: Critical Data You Need Now.

The post Summer Travel During the Pandemic: 48% of Consumers Are Now Ready to Hit the Road appeared first on Resonate.

Coronavirus has had a major impact on the lives of all U.S. consumers across the country. Full-time working parents, however, have a whole other set of circumstances to deal with as states begin to devise plans for schools reopening in the fall. As school districts and families alike grapple with the idea of in-person school or online learning, one thing is certain: this back-to-school season will be unlike any other.

How can your brand communicate effectively with full-time working parents who have school-aged children? They’re likely dealing with financial uncertainty on top of figuring out how to deal with childcare or keeping their kids entertained or focused on school. With parents under so much stress right now, it’s critical for brands to show empathy towards them. A deeper understanding of their values, motivations, preferences and behaviors will allow your brand to effectively reach them. In today’s ever-changing environment, it’s important for you to keep your finger on the pulse of consumers’ shifting preferences and behaviors. Your data from two weeks ago is no longer accurate.

Resonate’s proprietary data is updated nightly, allowing you to have the most accurate and comprehensive understanding of the U.S. consumer in a given moment. So, how are these full-time parents feeling right now?

WHO ARE THEY?

This segment of 52.6 million U.S. adults is mostly made up of married men with 2-3 children and an annual household income between $100 – 150K. Their top personal values are being in charge and directing people, safety in oneself and family and maintaining traditions. These values reflect the amount of emphasis parents are placing on trying to maintain a somewhat normal routine, while still ensuring their family stays safe and healthy. Their daily routine includes valuing athletic accomplishments, valuing work beyond income and keeping work and life separate. Clearly this group is focused on living a well-balanced life.

Images: Resonate Ignite Platform 2020

WHAT IS THEIR SENTIMENT SURROUNDING COVID-19?

In today’s landscape, it’s important to understand how your target audience feels about COVID-19 and the way it has affected their day-to-day lives. Resonate has insights from the largest National Consumer Study on the impact of COVID-19 so you have access to a deep understanding of how your customers and prospects feel right now.

41% of these full-time working parents are concerned with that coronavirus situation to a large extent and they’re 18% more likely than the average U.S. consumer to worry that a family member has coronavirus. They’re 75% more likely to be required to work from home, making the idea of their kids potentially having online-only school in the fall a daunting one. As of late June 2020, 37% of this group believes it’ll be another 4-6 months before life returns to normal.

How have they adjusted their lifestyle and what precautions are they taking to slow the spread of the virus? They are 22% more likely to be quarantined in their home to a moderate extent and 11% more likely to be disinfecting hard surfaces to a large extent. They’re 72% more likely to have increased their at-home alcohol consumption (can you blame them?) and 11% more likely to take on a DIY project.

What exactly are these parents drinking? According to the Resonate Ignite Platform, the top three beers they’re most likely to have consumers in the last month are Tecate, Coors Banquet and Busch. As for liquor, they’re 51% more likely to have consumer whiskey in the last month and 21% more likely to have consumer tequila or vodka. As for wine, this segment prefers imported white and sparkling.

WHAT ARE THEIR PRODUCT PREFERENCES AND SHOPPING BEHAVIORS?

This segment is 31% more likely than the average U.S. consumer to prefer products that are family-friendly, 27% more likely to prefer products that are innovative and 23% more likely to value products that are luxurious.

Consider highlighting your latest family-friendly products in an email newsletter, as 84% of this group prefers receiving marketing messages that way. How do these consumers prefer to interact with their brands? They’re 14% more likely to download a brand or retailer’s app, so you might want to send push notifications with new product alerts or loyalty program information, as a brand’s loyalty program is one of their key factors when deciding where to shop. When this group does shop, they are 45% more likely to browse in the store but buy online. Since strolling in physical stores is a high-risk activity right now, this group may be struggling to make the full transition to online shopping. Make the process a smooth one by making any improvements or enhancements to your site to improve the user experience. These customers are used to being able to hold, touch and feel an item before buying it, so make sure your website is optimized so that prospects and customers can get a full understanding of what they’re buying.

WHERE CAN YOU FIND THEM?

Full-time working parents are 19% more likely to spend 40+ hours a week online. You can target them across multiple digital channels. Their top TV networks are ESPN, Bravo and MTV. Their top streaming services are ESPN+, Disney+ (which we can assume they’re watching with their kids) and YouTube TV. Their top weekend TV time is between 9:00 – 10:30 p.m. and their top weekday TV time is between 6:00 – 7:00 a.m., so consider running ads during these highly engaged times. The social media channels they spend the most time on LinkedIn, Pinterest and Snapchat. They’re 22% more likely to listen to podcasts, and their favorite genres are advice, sports and technology. Consider running an ad for your product or service on a podcast that fits one of the above categories. Where are they located geographically? According to our proprietary DMA® data, these parents are 31% more likely to live in Houston, 18% more likely to live in Chicago and 17% more likely to live in Atlanta. Consider running ads targeting parents in these cities.

CONNECTING WITH EMPATHY IS KEY

It’s no secret that full-time working parents with school-aged children are facing a variety of challenges. They’re trying to maintain some kind of normal routine while also making decisions for the health and wellness of their family, all while juggling a full-time job. It’s never been more important to connect with your customers and prospects. Resonate’s up-to-the-moment proprietary insights on their motivations, values and preferences will give you a deeper, comprehensive understanding of who they are and how to most effectively reach them. Keeping your finger on the pulse of your target audience during an ever-changing environment will help your business grow, even during a crisis.

For more insights on consumer sentiment surrounding COVID-19, read our latest report Marketing in the New Normal: Critical Data You Need to Know.

The post Full-Time Working Parents Are 72% More Likely to Have Increased At-Home Alcohol Consumption appeared first on Resonate.

Every day poses new questions for consumers as they navigate their level of comfort with the new normal, particularly as news stories remind us daily that the coronavirus pandemic is prevalent from coast to coast.

In our latest report, From Rushed to Resistant: How Eager Are Consumers to Reopen America?, we’re digging into the four distinct consumer segments that have emerged as stores, restaurants and other businesses move into phased reopening.

We’re looking at who exactly the Reopen Rushers, Reopen Ready, Reopen Reluctant and Reopen Resistant are, what makes them tick and how the pandemic has affected their day-to-day behavior and decision making.

You can download the full report here, but we’re giving you a sneak peek at the second-largest segment below. Reopen Reluctant consumers consist of 30.3 million American adults who feel safe doing a few in-person activities. In the infographic below, you’ll learn more about who they are, their interests, affiliations, demographics and values, as well as their specific attitudes towards pandemic precautions and the future of the new normal.

When you download the entire report, From Rushed to Resistant: How Eager Are Consumers to Reopen America?, you’ll do the same deep dive into each of the four segments and learn breaking insights into who your consumers are now and how you can effectively and empathetically target them today.

The post From Rushed to Resistant, Are Your Customers Ready to Reopen? appeared first on Resonate.

The market has been on a wild ride during the coronavirus pandemic, but savvy investors know that a downturn can present an opportunity to buy and sell shares.

Buy low, sell high, as they say.

And, for the average Joe considering financial advice, they may be wondering, “What are the pros and cons of robo-advisors v. professional investment advisors? Who should I use?”

We decided to dig a little deeper into who these potential investors really are and help assess how financial firms can target the right audience for their product.

Who Is Eager to Jump on a Down Market and Invest?

We compared two groups who are ready to invest right now and how they’re looking to invest. Group one is considering robo-advisors during this time. They’re researching firms including, Robinhood, Betterment, Acorns and Wealthfront. The second group is considering seeking out the investment advice of a professional advisor.

Let’s take a look at who these prospective investors are and the generational differences that emerge.

Millennials Driven By Achievement Look to Robo-Advisors for a Tech-Savvy Solution

The millennial-minded consumers considering robo-advisors during coronavirus are 80% male, 62% are married and 64% do not have children under 18. They are concentrated within the millennial generation, with 28% between 25-34 years of age and 30% have an annual household income over $150,000.

It should come as no surprise that their top personal value is acquiring wealth and influence –– in fact, they’re 312% more likely than the average American to cite that as an important value. (Could your robo-investing platform be the key to acquiring that wealth?!)

Additionally, they are 692% (!!) more likely to list stock trading as a top hobby.

Their top drivers are proving competence, achieving social and professional status and gaining recognition from peers. If you’re a marketer working on messaging for a robo-investing platform, this is your audience and you want to tap into these psychological drivers and values that will motivate them to take the plunge –– particularly during a downturn. Educate them on the potential benefits of buying low and the impact that investors saw in previous eras. Show them examples of high-achieving users and inspire them to want to join the ranks.

Where will you reach these prospective robo-investment users? 38% of them spend 20-40 hours per week online and 37% clock in at over 40 hours a week online. They’re 173% more likely to be on LinkedIn, but they’re also 99% more likely to log in to Reddit. This is a news-savvy bunch: They’re 533% more likely to read the Wall Street Journal, 1170% more likely to watch CNBC and 436% more likely to watch BBC America. You’ll find them watching these channels most likely on a TV streaming device, a tablet, or a computer.

And, when they open their phone, they’re most likely opening up a finance, stock or investment app (you want to make sure it’s yours, right?!). 

Gen X Looks To Professional Investment Advice, But Don’t Forget Mobile Apps

Now, when we look at those seeking professional investment advice. This group is 71% male, 61% married and 66% do not have children under 18. 26% are Gen X-ers between 45-54 years of age, older than the robo-investing group, and 25% have a household income over $150,000.

Similar to the previous group, these investors also value acquiring wealth and are 503% more likely to list stock trading as a top hobby (they’re also 248% more likely to spend their time gambling on sports, so perhaps they’re investing their winnings wisely?!).

They’re driven by acquiring social/professional status, proving competence and gaining recognition from peers. This audience will identify with a message that stresses the importance of aligning yourself with the professional know-how of an advisor on your path to investment success. Their desire to achieve will resonate with a knowledgeable advisor to guide them.

Similar to the robo-investing group, these investors seeking professional advice are more likely to read the Wall Street Journal and watch CNBC. They’re more likely than the previous group to watch TV on a standard TV, but they’re still spending plenty of time online –– 39% spend 20-40 hours a week online.

They are 293% more likely to spend their time on the phone using finance, stock and investment apps, so even though they may spend less time online or consuming content through their phone than the robo-investing group, don’t assume they won’t look to their phone to keep track of investment performance. A strong app will help strengthen your relationship with this group.

Create and Market An Investment Product That Will Strike a Chord With These Groups

If you’re targeting either of these groups, you’ll want to focus on the attributes that are important to their purchasing behaviors. Both groups value innovative products that are high quality. How can your financial firm show consumers that your investment products are staying up-to-date and breaking new ground during this time of uncertainty?

Additionally, they look to price as a major influence on purchases. Can you offer a competitive discount that will draw investors in now?

Want To Learn More?

If these future robo-investment users and those seeking advice from a professional investment advisor are your target audience, you may want to dig in further on the impact the current climate is having on consumers’ relationship to their finances. Download our guide to personal finance and the COVID-19 crisis, How to Engage and Retain Your Account Holders Amid Crisis today.

The post Robo-Advisors v. Professional Advisors: Who Should You Turn To In Crisis? appeared first on Resonate.

Over the last month, the country’s focus shifted from COVID-19 to racial inequality and police brutality, set off by the murder of George Floyd by Minneapolis police officers. His death sparked outrage and Americans across the nation came out in droves to protest racial inequality in America. Thousands of marches and protests, some peaceful and some not, took place in every major city, social media was filled with links to petitions on behalf of poorly treated Black Americans and thousands were calling their local and state representatives in support of legislation that would prevent racial inequality in the future.

Who are the consumers that are at the forefront of the fight against racial inequality? What are their personal values and drivers? What are their preferences and behaviors when it comes to purchase decisions? How can you connect with this highly engaged group of activists in an authentic way? Read on for a deep dive of this group of 20 million consumers we’re dubbing as the Racial Justice Fighters.

WHO ARE THE RACIAL JUSTICE FIGHTERS?

This group believes police treat Black Americans unfairly almost always or often and their preferred form of civic expression is attending a rally, signing petitions or contacting politicians.

This segment is equally made up of males and females. They’re between ages 18-24 and 149% more likely to be a student. They’re unmarried, have no children and 40% of them have been through some college. When it comes to their personal values, they put the most emphasis on showing their abilities and being admired, maintaining a good public image and treating everyone equally. They’re personally driven by their social/professional status, recognition from peers and creativity. Their core value of equality fits right into their passion for fighting for racial justice, while the other values and drivers reflect that they want to be seen and recognized for doing the right thing.

WHAT ARE THEIR SHOPPING PREFERENCES AND BEHAVIORS?

When it comes to corporate responsibility, they’re 137% more likely than the average U.S. consumer to prefer companies that reduce packaging, 113% more likely to prefer companies that reduce energy use and 52% more likely to prefer companies that listen to the public. When it comes to key shopping factors, they’re 38% more likely to decide where to shop based on the brand or retailer’s reputation. They’re 199% more likely to contact companies to share their thoughts, 185% more likely to shop based on an important issue and 165% more likely to pay more based on an important issue.

Clearly this group wants the brands they do business with to take a stand on a social issue. They want a brand to align with their values, not just sell them a product or service. In looking at their favorite brands, this becomes abundantly clear. Their top retailers are Whole Food and Trader Joe’s, while they also prefer shopping at Levi Strauss and L.L. Bean, all of whom have spoken out and are dedicated to either protecting the environment or fighting against racism.

If you’re looking to form a deeper connection with this segment, taking an authentic stand on a social issue that matters to them is incredibly important. They see brands as an extension of their values and beliefs, so they want more from them than a surface-level transaction. In fact, 84% of millennials and 87% of Gen Zers say that they expect more from brands than just products. It’s important that you pick a social issue that aligns well with both this group’s values and your corporate values, otherwise it will come off as an opportunist move.

WHAT MATTERS TO THEM?

If you’re looking to take a stand that resonates with this segment, it’s critical to have a deep and comprehensive understanding of what matters most to them. They’re 151% more likely to care about promoting civil liberties, 135% more likely to care about human rights and war crimes and 114% more likely to care about promoting gay/lesbian equality. Not surprisingly, they’re 196% more likely to believe elected officials should be concerned with removing more confederate statues and 66% of this segment believes elected officials should be concerned with the police mistreatment of Black Americans. They’re also 21% more likely to believe congress should prioritize ethics reform.

WHERE CAN YOU FIND THEM?

This group stays highly informed about current events. They’re 134% more likely to say their consumption of political online media is heavy, 110% more likely to say their consumption of political talk radio is heavy and 101% more likely to say their consumption of political TV is heavy. When it comes to talk radio, they’re 117% more likely to listen to NPR and 99% more likely to listen to news talk. As for online media, they’re 193% more likely to have a digital subscription to the Washington Post and 106% more likely to have a digital subscription to the New York Times. When it comes to TV networks, they’re 240% more likely to watch MSNBC, 183% more likely to watch PBS and 179% more likely to watch CNN. They’re also 23% less likely to watch the local news.

When it comes to social media, their most-used channels are Tumblr, TikTok and LinkedIn. They’re 94% more likely than the average U.S. consumer to report heavy engagement on social media. When it comes to regular activities, they’re 104% more likely to link to someone else’s content, 83% more likely to link to their own content and 42% more likely to share something important. This segment is plugged into digital content of all kinds, from social media and online news to TV and talk radio, they’re staying informed and engaged with current events on many channels, giving your brand a range of opportunities for connecting with them.

HOW DO THEY FEEL ABOUT COVID-19?

You can’t look at audiences today without understanding their sentiment surrounding COVID-19. This group is 16% more likely to be concerned about coronavirus to a large extent and are 38% more likely to believe life won’t return to normal for at least 7-12 months. When it comes to their specific concerns, they’re 26% more likely to be concerned about a family member contracting the virus and 24% more concerned about a friend contracting the virus. How has their lifestyle changed? They’re 38% more likely to spend an increased amount of time on hobbies, stocking up on food and doing DIY projects. When it comes to increased precautions, they’re 17% more likely to avoid physical stores to a large extent.

If you’re a retailer thinking about reopening a location, it’s important to know where this group is geographically, as that area may not be the best place to focus on right now. According to our proprietary DMA® data, this segment is 126% more likely to live in Portland, Oregon; 84% more likely to live in Santa Barbara and 83% more likely to live in San Francisco/San Jose, California. Retailers should hold on reopening or building a new store in these locations as they’re not totally comfortable with the idea of going to physical stores yet.

CONNECTING WITH CONSUMERS TODAY

Resonate has always believed that it’s critical to your brand’s success to understand that your audience is made up of humans, and this rings true especially in today’s climate. The racial justice fighter will continue to play an increasingly important role in the U.S. economy moving forward, and Resonate will continue to track sentiment related to relevant issues surrounding racial equality, all with the goal of getting you the freshest, real-time consumer understanding in order to help you connect with these social activists effectively and authentically.

Ready to learn more about aligning corporate and consumer values? Read our newly released annual report: The State of Your Customer.

The post How to Effectively Connect With Racial Justice Fighters appeared first on Resonate.

While the day off is intended for company employees, when consumers see brands they do business with taking action that correlates with their beliefs, it strengthens their customer loyalty. Resonate is in good company with the non-exhaustive list of companies below who’ve also decided to give their employees Juneteenth off as a day for reflection and education.

LYFT

The ridesharing company announced on Twitter that it would be making June 19 an annual company holiday. They provided a brief history of the historic day and shared the following statement: “Starting this year, we’re making Juneteenth an official holiday at Lyft. It’s one step in our ongoing journey toward racial equality at Lyft, and in this country.”

Image source: Lyft Twitter account

This announcement aligned with the values and preferences of their customers. According to Resonate’s proprietary data, Lyft riders are 43% more likely to value tolerance and accepting those who are different. They believe life is about accepting the beliefs and behaviors of others. When it comes to engagement activities with brands, they’re 38% more likely to pay more based on an important issue and 31% more likely to engage in a company’s societal program. This is a segment that expects more than just a service or product from a brand, and Lyft delivered by taking a stand on an issue that matters to this group: they’re 42% more likely to consider gender/race equality to be a very important issue.

MASTERCARD

The credit card company said in a statement that it is designating June 19 as a Mastercard Day of Solidarity or June 18 for locations that have a Sunday to Thursday workweek. In the memo, they gave employees suggestions as to how to spend the day off:

• LEARN – Educate yourself on the history of racism around the world and in America.
• ACT – Take action to fight injustice by volunteering with or donating to a civil rights organization, performing Acts of Kindness (extended through June 30), or attending a peaceful protest.
• REFLECT – Take care of your mental health and well-being.

Source: Mastercard website

While the day is intended for employees, this act taps into the beliefs and values of Mastercard customers as well. One of the cardholders’ top values is accepting and understanding individuals who are different from themselves. They’re 24% more likely to prefer companies that listen to the public and 22% more likely to consider gender/race equality to be an important issue.

Image source: Resonate Ignite Platform 2020

NIKE

Nike CEO, John Donahoe, made the announcement in a company-wide memo sent to staff on Thursday, June 11, making Nike one of the first companies to designate June 19 as a paid holiday. In the statement, obtained by Newsweek, he said: “For more than 40 years, our brand has celebrated incredible Black athletes and inspired millions of people all over the world by amplifying their excellence. When we say that Black Lives Matter, it applies to the world outside of Nike and, importantly, it applies to our Black teammates within Nike. Simply put, we need to hold ourselves to a high standard given the heritage of our company and our brand.”

Nike is no stranger to taking a stand against racism, from their Colin Kaepernick campaign to their “Don’t Do It” ad. They know their customers well, according to Resonate’s proprietary data on personal values, one of Nike customers top values is tolerance. Nike’s designation of Juneteenth as a paid holiday directly taps into their customers’ value of acceptance and celebration of those who are different from them. Based on their 31% jump in online sales following Colin Kaepernick’s campaign, it’s clear that taking a stand against racism and celebrating Black Americans opens up a meaningful connection with their customers.

TARGET

Eligible Target employees can take June 19 day off with full pay and hourly team members who work will receive time and a half pay. “Juneteenth takes on additional significance in this moment,” CEO Brian Cornell said in a statement. “Moving now to recognize it on an annual basis—as a day to celebrate, further educate ourselves or connect with our communities—is one more important action Target can take as a company to help the country live up to the ideal of moving forward in a new way.”

This move likely resonates with Target shoppers, as they’re 19% more likely to prefer companies who treat their employees fairly and 13% more likely to prefer companies that support the community. Designating this day as a company-wide holiday moving forward taps into both preferences. When it comes to consumer engagement activities with brands they do business with, Target shoppers are also 76% more likely to engage in a company’s societal program and 34% more likely to pay more based on an important issue.

Source: Resonate Ignite Platform 2020

SPOTIFY

Music streaming platform Spotify announced that they made Juneteenth a permanent company holiday to “commemorate, celebrate and recognize the day that slavery ended in the United States,” according to the statement on their website. On June 19, their weekly updated playlist, “New Music Friday” will exclusively feature Black artists through June 26. They also stated that their Times Square New Music Friday billboards will be dedicated to Black artists on the Juneteenth holiday.

Below are a few other ways the media company plans to amplify Black voices in music:

Seeing as Spotify users are 24% more likely to believe gender/race equality is a very important issue, these actions will be well-received by their customers. They’re also 24% more likely to engage in a company’s societal program, 22% more likely to prefer companies that treat employees fairly and 15% more likely to pay more based on an important issue. According to their streaming data, Spotify’s Black Lives Matter playlist has seen over a 1,900% increase in followers and 130,000% increase in streams. This is a segment that wants to hear from the brands and retailers they buy products and services from and, clearly when they speak out on issues that matter most to their listeners, Spotify deepens their relationship with their audience.

CONSUMERS DEMAND ACTION

It’s become clear that today’s consumers not only expect more than products and services from the companies they buy from, but they also want more than just a statement. Companies are being called out when their words ring hollow ⁠— consumers are demanding action. Those who ignore the issues plaguing our country or attempt to acknowledge them in an inauthentic way will suffer the consequences.

Want to learn more about aligning your corporate and consumer values? Read our newly launched annual report: The State of Your Customer: Navigating the Intersection of Brand and Consumer Values.

The post Companies Tap into Customer Values by Designating Juneteenth a Day for Reflection appeared first on Resonate.

In this post, we’re going to look into two specific CPG groups: those who are increasing online grocery delivery and those increasing the frequency of drinking at home.

Customers are Stocking Their [Online] Grocery Carts

In our latest report on the impact of COVID-19 on consumers, we continue to follow trends in consumer behavior, including the likelihood that shoppers will turn to ordering their groceries online. In our Wave 3 report, we did see a 12.1% drop in consumers increasing their use of online grocery delivery services (perhaps in part due to the difficulty getting a time slot this spring?). However, we’re still looking at a group of 42 million Americans when it comes to those continuing to increase online grocery delivery.

Who are the consumers that are continuing to increase their online grocery delivery orders? 58% of them are female, 24% are between 45-54 years of age and roughly half have children under 18. Additionally, they value safety in their communities –– which explains their commitment to ordering groceries online rather than crowding grocery stores.

And, how do these online grocery shoppers relate to CPG purchases? Well, they are 26% more likely than the average U.S. consumer to buy meal replacement bars and 204% more likely to use Nespresso pods at home. Both of these numbers align with their daily habits: this group is 26% more likely to limit calories/fats/salts and 27% more likely to be a daily coffee drinker.

75% of these online grocery shoppers are buying salty snacks, while 63% are buying cookies or crackers. If you’re shopping for groceries online, you’re likely looking for shelf-stable items that will survive the shipping and delivery process and we see this in their buying preferences.

46% want products that are dependable, 49% are looking for cost-effective options and 55% want high-quality products. These could be your shoppers looking to legacy brands during this time. 68% shop at mass merchants, while 28% have shopped at Kroger in the last 6 months and Aldi in the last 3 months.

But, how should brands make sure they’re the snack brand that shoppers turn to as they increase their purchases of shelf-stable packaged goods? Lays hit a home run by appealing to all the core values of this audience: safety in community and nation with a socially distanced campaign, freedom to be creative with the idea of being a #JoyGiver, and maintaining tradition by emphasizing a focus on a sense of togetherness.

Of course, eventually shoppers may go back to stores and we do see that consumers indicating they do not plan to visit a grocery store or pharmacy in the next 90 days has decreased from March to May.

At-Home Bartenders are Raising a Glass

Now, let’s look at the 17.2 million people whose consumption of alcohol at home has increased. While many of us may have reserved a weekend cocktail for a night out, it seems mastering the art of the Old Fashioned has become as essential to staying at home as baking sourdough bread.

Who are these cheers-ing consumers? This group is 52% female and younger than the grocery shoppers at 25-34 years of age. 25% have a household income of $100-150K. They are 80% more likely to enjoy life’s pleasures and 68% more likely to crave a life full of excitement. And, no surprise, they are 124% more likely to say happy hour is one of their top hobbies.

What about their alcohol preferences? When it comes to beer, they’re 99% more likely to care about variety, 45% more likely to care about price and 35% more likely to care about bottle v. can. So, if you’re marketing to this group, you may want to emphasize the options available –– or even create a system to build your own 6 or 12-pack of bottles. Give them access to both variety and budget-friendly options.

If it’s a wine night, this group is 40% more likely to sip on a fruity wine and 37% more likely to appreciate a tannic varietal. They’re also 39% more likely to look for a wine under $10 (hey, it needs to be budget friendly during quarantine!).

When it comes to liquor, they’re 50% more likely to choose a brand based on a personal recommendation, but they’re also 44% more likely to be lured in by a fancy bottle design. They’re 29% more likely to be brand loyal, but 28% more willing to try new drinks.

This group overall, regardless of alcohol type, is 27% more likely to buy based on advertising. So, if you’re looking to target a group with your latest ad campaign –– this is it. And, if you’re wondering where to find them: they’re 69% more likely to be engaged on both Instagram and Twitter, while they’re 50% more likely to be engaged on Pinterest. Which means you should pay attention numbers released in April indicating social media engagement for alcohol brands was 327% higher this spring. There’s an intersection and opportunity to be found with this group, alcohol advertising, and social media.

Image via Adweek

CPG Sales Will Return to Stores Someday Soon…

With most states reopening, we know that many of these consumers plan to return to shopping in-store rather than online. So, we wanted to leave you on a high note here: 60.5% of consumers are eager to return to general merchandise stores once they reopen –– that includes Walmart, Target, Costco, etc. Additionally, 62.4% plan on returning to grocery stores. Though, this should come as no surprise given that Target’s average day for online sales during April was bigger than Cyber Monday.

Want to get them through doors sooner rather than later? Look to place your products in stores that are mandating staff wear masks/gloves and are forcing social distancing.

If you’re looking to learn more about how consumer preferences are evolving –– and will continue to evolve -– in the coming weeks and months, remember to register for our CPG webinar on June 25, Toilet Paper to Tequila: Tracking CPG Consumption as America Reopens, and, in the meantime, download our latest report on consumers and COVID-19: Reopening America: Up-to-the-Moment Consumer Sentiment During the Pandemic.

The post Salty Snacks and Cheap Wine: CPG Marketing During a Crisis appeared first on Resonate.

This air of uncertainty is unsettling for millions of people who’ve been planning for their financial future with investments and retirement funds. Consumers may not have the luxury of putting away money for their future if they’re unemployed or struggling to make ends meet in the present. So, who is decreasing their retirement fund and other investments during this time? It’s essential that account holders see their wealth management firms as a trustworthy resource to help them make tough financial decisions they may not equipped to make on their own.

The best way to do this is to gain a deeper, dynamic understanding of account holders and their sentiment surrounding COVID-19 so wealth management marketers can adjust their messaging, offers, communication and engagement strategy in a way that makes consumers feel safer and more secure.

Consumers Who Are Decreasing Their Retirement Investment

This group of nearly 27 million consumers is mostly made up of married women ages 55-64 with an annual household income between $25-50K. When it comes to their top personal values, they over-index for caring for nature, obeying laws and fulfilling obligations and accepting those who are different. This group emphasizes fulfilling their obligations, so it makes sense that in a time of so much uncertainty, this group would want to make sure their obligations at the moment are taken care of, especially if they have dependents. Planning for the future could take a backseat during this time.

What are their investment firm preferences and behaviors?

This segment is 249% more likely than the average U.S. consumer to have a retirement account sponsored by their employer. The segment with an employer-sponsored retirement plan is more likely to have an account with Vanguard or Fidelity. Those looking to decrease their investments are also 238% more likely to have an account with their bank and 177% more likely to have one with their investment advisor/broker.

Customers with employer-sponsored retirement accounts are more likely to have less than $10K in their retirement fund, while those with a non-employer-sponsored account are more likely to have over $3 million. These differences make sense as those with an employer-sponsored account are likely reliant on an income in order to put money away for retirement, which may be temporarily suspended or cut during the pandemic.

This group is also 64% more likely to contribute to a 529 plan, which makes sense as this group is 17% more likely than the average consumer to have a child go away to college within the next year.

Another notable insight, according to Resonate’s proprietary data, is that those who are decreasing their retirement investment are 40% more likely than the average consumer to plan on switching investment accounts within the next three months. Specifically, the firms they’re considering switching to are Merrill Lynch, TD Ameritrade and Charles Schwab.

So, how do you ensure that your account holders aren’t one of these consumers thinking of switching to another firm? Or, if you’re one of the firms they’re thinking of switching to, how do you connect and engage with these on-the-fence account holders?

When it comes to choosing an investment advisor, this group is 226% more likely to prefer someone who is part of an independent local business, 153% more likely to prefer someone who offers excellent customer service and 149% more likely to prefer someone who provides objective advice. Highlighting the resources your firm offers and positioning yourself as trustworthy and reliable will go a long way with this group.

When it comes to their relationship with their investment account advisor, they’re 569% more likely to bring their own ideas, hear recommendations and ultimately make their own decision. They’re also 275% more likely to hear an advisor’s ideas and decide on the best approach together and 198% more likely to almost always follow the advisor’s recommendations.

What Does This Mean for Investment Firms During the COVID-19 Crisis?

Based on what we’ve discovered about this audience in the Ignite Platform, this group skews older and needs to put their plans for their financial future on the back burner throughout this time of uncertainty surrounding the economy and job stability.

This group is focused on fulfilling their obligations, so investment advisors should provide recommendations on how they can make ends meet now, while also still planning for their future. They also value objective advice and good customer service, so keep them from jumping ship by empathizing with their situation and giving them useful advice they can use during their stressful financial situation.

Want to learn more about consumers during the COVID-19 crisis? Download our one-of-a-kind report: Understanding U.S. Consumer Sentiment During the Coronavirus Pandemic.

The post 40% of Consumers Decreasing Their Retirement Investment Right Now Plan to Switch Firms in the Next Three Months appeared first on Resonate.

From Protests to the Ballot Box, Our Country is Refocusing Its Values

One week ago, we thought this blog post regarding values would be about the changes we’ve seen due to the coronavirus pandemic.

Today, the COVID-19 headlines have been pushed farther and farther down the front page as the country focuses on another crisis: the continued plight of systematic racism in America.

And, if the protests from coast-to-coast are any indication, this movement has struck a chord not only due to the murder of George Floyd in Minneapolis, but because the tides are shifting in the values of the American population at large, particularly when it comes to equality and tolerance being held up as important personal values.

Some Quick Context: Evolving Values…This Isn’t Something We See Every Day

When we talk about consumer preferences or behaviors, those can change from month-to-month or year-over-year. But, when we talk about values, those are something that typically stays consistent over the course of a lifetime. Who you are and what you believe in typically stays consistent throughout adulthood.

Yet, In a Year of Rapid and Extreme Change, Values are Moving

To measure these personal values, which are part of what refer to as the Human Element, we use the theory of basic individual values, developed by Dr. Shalom Schwartz. He developed a set of personal values that range from individuality to humanity to creativity, duty, dependability and more. For the purposes of this post, we’re looking at the two values that define the conversation and action that has defined the past week:

• TOLERANCE: acceptance of those who are different than you
• EQUALITY: the belief that everyone should be treated equally

We have seen that tolerance has increased in the U.S. adult population by 12.7% and equality by 10.1%. As of June 2, 52.3% of the U.S. population says that tolerance is an important value in their lives and 53.7% believe that equality is an important value.

What Do We Know About U.S. Adults Who Cite Equality and Tolerance as Important Values?

Not surprisingly, we see that the tolerance group also is more likely to cite equality as an important value and vice versa. Both groups are also significantly more likely to value duty, or following laws and obligations.

It’s heartening to see that these groups are split evenly (16-19% each) among age groups from 25 to 65+, though we did find the tolerance group to be 56% female, while equality is 55% female.

When it comes to media consumption, these two groups are almost identical. Both group’s top TV networks are MSNBC, Bravo and CBS. Their favorite evening news programs are PBS Newshour and CBS Evening News. Both are more likely to have watched the local news in the past seven days, with PBS and CBS as the most likely stations. Both groups are more likely to read the local daily newspaper and the Washington Post.

Those who cite tolerance as an important value are 15% more likely to report heavy social media engagement and those who cited equality are right behind them at 14% more likely. So, what are they doing when they’re on social? Both groups are more likely to be on Twitter, they’re more likely to respond to or post to a friend’s page, and they’re more likely to share something important –– perhaps a message that aligns with their desire for tolerance and equality.

Those Who Are Value Equality and Tolerance Are Willing to Speak Out

Given the protests, social media movements and conversations that are happening across our country as we write this, it makes sense that these groups are ready and willing to use their voices to further social causes. They are more likely than the average American to engage in all of the activities below to share their thoughts on social issues –– including attend a rally or protest.

And, when it comes to voting, while they’ve previously been more likely not to vote in primaries and non-presidential elections, they’re going to show up to the polls in November. 77 and 76% of the tolerance and equality groups, respectively, say they intend to vote in November 2020’s presidential election.

Continuing to Track Shifts in Equality and Tolerance Among U.S. Adults

As the world continues to change and evolve, we’ll be tracking value shifts in real-time. We’re staying in touch with U.S. consumers across the country through our National Consumer Study^TM and will be covering changes across behaviors, preferences, values, motivations and more through reports, including our recent Who are the Diverse Americans Engaged with Coronavirus Content report.

The post Values In 2020: Equality and Tolerance Among U.S. Adults appeared first on Resonate.

Protests erupted around the country this past weekend in reaction to the death of George Floyd, a 46-year-old Black man, who was killed at the hands of four white police officers in Minneapolis. Brands and retailers across the nation quickly chimed in, standing in solidarity with the Black community and realigning themselves with the Black Lives Matter movement. Brands and retailers also showed support for protestors, stating that staying silent is no longer an option if real change is going to happen.

In times of crisis such as these, people fall back on their core values to drive their decision-making surrounding what they’ll purchase, where they’ll shop and who they will and won’t do business with. “Brands have a fundamental responsibility to join this discussion and to be part of the solution,” said Richard Edelman, CEO of Edelman. “Most brands are reflections of our culture. To do that today means being brave enough to contribute to the change we need to see in culture and society.”

In today’s everchanging world, personal values matter more than ever before, so keeping your finger on the pulse of what matters most to your customers and prospects can make or break your brand.

FIVE BRANDS SPEAKING OUT AGAINST RACISM

Below, we’ve rounded up five brands that have caught our attention recently for pledging their commitment to the Black Lives Matter movement thru compelling and adaptive messaging that’s empathetic to the cause and doesn’t attempt to exploit a values-driven campaign.

1) Nike

Nike released an ad called “Don’t Do It” as protests began across the country, a twist on their usual “Just Do It” motto. The ad encourages consumers not to sit by and watch as racism continues to plague the country, but instead, actively fight against it. Nike is no stranger to taking a stance on racism — back in 2018 the company tapped Colin Kaepernick to be the face of their 30th anniversary celebration of their famous, “Just Do It” slogan. This gamble worked in their favor, as the company’s online sales jumped 31%, so it’s no surprise they saw these protests as an opportunity to connect with their customers and prospects.

Nike is a winning example of a brand that recognizes and aligns with the core values of their customers and prospects. According to Resonate’s proprietary data on personal values, Nike customers top values are: showing their abilities, creativity and tolerance. Nike’s most recent ad taps directly into their customers’ values of acceptance and inclusion of those who are different from them, challenging consumers not to stay silent when they see injustice happening. Their customers will likely respond well to this ad, seeing as the last time Nike broached the topic of race, their consumer engagement benefited greatly.

2) Levi Strauss

The retailer, famously known for their blue jeans, took to Instagram to denounce systemic racism and injustice related to the Black community. In their message to 7.3 million Instagram followers, they also pledged to donate $100K to ACLU and another $100K to Live Free USA, an organization at the forefront of social injustice issues.

According to Resonate’s proprietary data, Levi Strauss shoppers are more likely than the average U.S. shopper to prefer companies that support the community, are honest/trustworthy and donate to charities. Levi Strauss’ choice to donate to these organizations taps into what their customers value when it comes to deciding who to do business with. 75% of this group also believes that promoting race equality is important, and one of their top personal values is avoiding upsetting people and showing respect for others.

3) Airbnb

The travel and lifestyle brand, despite being hit hard by the COVID-19 pandemic, took to their Twitter account and posted a video aligning themselves with the Black Lives Matter movement. They also pledged to donate $500K to the NAACP and the Black Lives Matter Foundation, as well as match any employee donation to either fund, stating that: “We believe in a world where everyone belongs.” Airbnb is no stranger to taking a stand on social issues. In the past, they’ve offered subsidized housing for frontline workers during COVID-19 and opened homes for refugees that have been granted asylum in the U.S.

When looking closely at Resonate’s analysis of Airbnb users, it’s clear Airbnb is taking the values and preferences of their customers into account. Their customers are 51% more likely to prefer companies that listen to the public, 52% more likely to pay more based on an important issue and 28% more likely to engage in a company’s societal program. 25% of Airbnb users consider equality to be an important value to them, while 25% also place emphasis on tolerance and accepting those who are different from them.

4) Kohl’s

The Kohl’s CEO shared a video message to all employees addressing the closure of some of their stores to prioritize the safety of their associates and customers over the weekend where protests and riots broke out. Kohl’s posted a link to this video on their Instagram account, for their 1.5 million followers to see. They also pledged to donate $250,000 to overcome racial injustice.

Kohl’s shoppers were likely pleased about this messaging and donation, as this statement aligned with their preferences and values. They’re 81% more likely to engage in a company’s societal program, 27% more likely to pay more based on an important issue and 22% more likely to prefer companies that support their community. 54% of this group prefers companies that are honest/trustworthy and 32% of them want to do business with companies that treat their employees fairly. 73% of this group also believes promoting race equality is very important.

5) Uber

The rideshare app, who has gotten heat for their inaction when it came to Trump’s travel ban back in 2017, tweeted that they are donating $1 million the Equal Justice Initiative and the Center for Policing Equity to “to support their important work in making criminal justice in America more just for all”, Dara Khosrowshahi, the company’s CEO, said on social media.

According to Resonate’s curated report on personal values, one of Uber customers’ most important values is tolerance and the desire to accept those who are different from them. With this message being at the core of the Black Lives Matter movement, it’s clear Uber had their customers values in mind when making this pledge. Uber customers are also 54% more likely than the average U.S. consumer to prefer doing business with companies that donate to charities and 23% more likely to buy from businesses that listen to the public, both of which Uber vowed to do in the above tweet. They’re also 48% more likely to engage in a company’s societal program and 29% more likely to pay more based on an important issue.

CONSUMER VALUE ALIGNMENT HAS NEVER BEEN MORE CRITICAL

It’s never been more important for brands and retailers to realign themselves with what matters most to their customers. In times of crisis, people fall back on their core values and preferences to guide their decision-making. What brands and retailers need most during this unprecedented time in order to thrive is to keep their finger on the pulse of changing consumer sentiment and values. Leveraging a deeper, real-time understanding that only Resonate’s proprietary data can offer, will help you make better business decisions and foster brand loyalty. With customers and prospects looking to see how companies are committing themselves to the fight against racism, it’s critical for brands to connect with consumers in an authentic way that aligns with how they’re feeling in real-time.

Want access to real-time consumer intelligence? Reach out to one of our experts for a custom demo.

The post Be the Change: 5 Brands Actively Speaking Out Against Racism appeared first on Resonate.

The role sports play in American culture is undeniable. With major sporting events such as baseball, NBA, March Madness, NHL and the Masters, among many others, being suspended or canceled, many U.S. consumers are desperate for live sports to return to their television screens. This proved to be true when over Memorial Day Weekend, the latest edition of “The Match: Champions for Charity” — a golf tournament featuring four professional athletes that raises money for charity — drew in the largest golf audience ever on cable, with 5.8 million viewers. Clearly, sporting events generate significant engagement and investment where watching or attending is just a small part of a larger relationship.

Credit: Getty Images for The Match

The new media landscape requires companies to adapt to a culture that targets existing consumers who are ready to jump back in. According to Resonate’s proprietary data, nearly 1 in 5 consumers (19%) plan to engage with sports more than previous years once they return and 45% say they will watch regularly (from every few weeks, to weekly, to daily). As seasons potentially resume in a drastically different form, opportunities clearly exist for sports to come back stronger than ever in a new reality.

Resonate is the only company closely tracking real-time data on the current state of U.S. consumer sentiment during this time to deliver intelligence about consumer attitudes towards sports, engagement with live sporting events, sports media consumption and more. We looked closely at an analysis of a group we’ll call Super Fans: consumers who regularly watch either NHL, MLB and NBA games on TV and are fans of their local team.

WHO ARE THEY?

More than ever, it’s critical to have a deep, holistic understanding of who your audience is in order to engage them and connect with them effectively when sports return. Going beyond surface-level demographics and understanding the why behind consumer decisions is key in strengthening relationships, especially with a group that is so passionate about sports and considers sports to be a major part of their lives.

This group is mostly made up of married men ages 25-34 with at least one child and an annual household income of $100 – 150K. They’re also 38% more likely than the average U.S. consumer to have a full-time job. When it comes to their personal values, they put a high emphasis on acquiring wealth and influence, living a life full of excitement and being admired for their abilities. They’re also driven by recognition from their peers and respect from others. Not surprisingly, they’re 179% more likely than the average U.S. consumer to play golf and 153% more likely to play fantasy sports. Participating in athletic activities is also part of their daily routine, they take fitness classes, value their athletic accomplishments and belong to a gym.

WHERE CAN YOU FIND THEM?

It’s important to know what this segment’s media consumption habits are, so you can reach them across all digital touchpoints. Their most-watched TV networks are Fox Sports 1, NBC Sports Network and ESPN. Their top streaming subscriptions are HBO Now, DirecTV Now and Showtime, and their most-used social media channels are Linkedin, Twitter and Instagram. They’re 300% more likely to watch their favorite team play on TV using a game console and 270% more likely to watch using a tablet device. In looking at Resonate’s site affinity report, their most-visited websites are nesn.com, which they’re 455% more likely to visit; nba.com, which they’re 232% more likely to visit and nbcsports.com, which they’re 201% more likely to visit.

When it comes to following sports, they’re 289% more likely to read print sports magazines (their favorite is Sports Illustrated) and 182% more likely to track them on their mobile app. Consider revamping your mobile app or add functions to make tracking live sports easier once they come back. Clearly this group appreciates getting updates on the big game at the touch of their finger, so optimizing your mobile app will provide your company with ample opportunities to connect with this group.

SENTIMENT SURROUNDING CORONAVIRUS

With so many changes and new information becoming available every day, consumers’ values, preferences and media habits are rapidly shifting on a regular basis, it’s critical your company understands how they’re feeling in the present moment in order to connect with them effectively. Resonate distilled a massive data set revealing American’s readiness to move forward within the “new normal”. So, how does this segment feel?

Their top concerns surrounding COVID-19 are an elderly family member getting sick and personally contracting the virus. When it comes to lifestyle changes, they’re 28% more likely than the average U.S. consumer to increase their likelihood of doing DIY projects, 23% more likely to drink more alcohol and 21% more likely to stock up on food.

It’s interesting to note that this group is also 19% more likely to be playing more video games during the pandemic. They’re also 19% more likely to listen to the radio and podcasts. Unsurprisingly, they’re 470% more likely to listen to sports podcasts and 327% more likely to listen to sports talk radio – despite the fact that there are no live sports to report on right now! That’s some serious dedication.

ARE YOU READY FOR THE RETURN OF LIVE SPORTS?

It’s crystal clear that this group is more than ready. They’re chomping at the bits to get some good old-fashioned competition back into their lives, so leveraging their excitement will be key in successfully engaging them. Understanding them on a deeper level beyond their love of sports will help your company create sustainable connections with viewers, readers, app users, website visitors, subscribers and more.

Ready to learn more about how consumer sentiment surrounding COVID-19 and the reopening of America? Read our insights-packed, one-of-a-kind report, Reopening America: Up-to-the-Moment U.S. Consumer Sentiment During the Pandemic.

The post These Super Fans Are Eagerly Awaiting the Return of Live Sports. Here’s Why You Should Be Connecting with Them appeared first on Resonate.

As people around the country packed the beaches during Memorial Day Weekend, a holiday many consider to be the unofficial kick-off to summer, it looked as though their coronavirus concerns were washing away with the tide. According to Resonate’s proprietary data on up-to-the-moment consumer sentiment surrounding COVID-19, there are 20 million people who still plan on vacationing this summer, despite social distancing rules and restrictions that have been put into place in many states. This hopeful group of summer vacationers expects travel activity to return to normal this summer and plans to either drive to a destination five hours away, travel on an airline or visit a large public destination/event at some point in the next 90 days. If you’re a hotel, airline, travel booking site or restaurant, this is a critical group for you to connect with, as they could be one of the few groups doing business with you over the next few months.

This group is mostly made up of married women ages 45-54 with no children under the age of 18. When it comes to their personal values they emphasize obeying laws and fulfilling obligations, being in charge and safety in oneself and family. Their intent to travel this summer seems antithetical to their belief in obeying laws and keeping their family safe. However, this group is 38% more likely than the average consumer to value being in charge. It’s clear that when it comes to vacation plans, that their emphasis on making their own decisions and being in control outweighs the others.

Sentiment Surrounding COVID-19

What is this group’s sentiment surrounding aspects of the coronavirus? At Resonate we’re actively collecting and analyzing survey results to measure anxiety, behaviors and motivations around the coronavirus pandemic and have put them into a one-of-a-kind report, Reopening America: Up-to-the-Moment U.S. Consumer Sentiment During the Pandemic. According to the survey results, this group is 165% more likely than the average U.S. consumer to only be concerned about the coronavirus situation to a small extent and 70% more likely to be concerned about contracting the virus to a small extent. They’re also 30% more likely to have left their home more than 20 times in the last week. They’re 28% more likely to believe the media is over-representing the coronavirus situation and they’re 22% more likely not to track outbreak news updates at all. Clearly, their anxiety surrounding the pandemic is less than the average consumer, which explains why they’re so eager to keep their summer vacation plans.

Travel Habits and Behaviors

The top three reasons this group travels are to have new experiences, watch a sporting event and have an educational experience. With live sports on hold and many tourist attractions closed across the U.S. and around the world, it seems like their travel goals may not be so easy to achieve if they travel this summer. However, the consumers in this group are planners. They plan their vacations 3-6 months out (sometimes further), which would explain why they’re still committed to going this summer. Perhaps they won’t get refunded if they’ve paid in advance or they’ve been looking forward to the trip for so long, cancelling feels like a major let down. And, clearly, when they planned this vacation, COVID-19 was not on anyone’s radar.

The top three domestic destinations this group visits are Cape Cod, Yellowstone National Park and Jackson Hole, Wyoming. Coronavirus cases in some states are relatively low compared to hot spots like New York City and New Orleans, so this group might believe that traveling out west could pose a lower risk. However, this group is 79% more likely to travel to Cape Cod, Massachusetts. And despite the cancellation of many long-held summer traditions such as fireworks, Cape Cod Baseball League and parades, perhaps they don’t want to give up hope on their annual summer vacation.

Where Can You Reach Them?

If your business relies heavily on summer tourism, you’ll want to target this audience in particular. So, where can you find them across digital touchpoints? Their top social media networks are Twitter, Pinterest and YouTube. Streaming services are a critical area to focus your communication efforts as 27% of this segment has increased their frequency of streaming TV. Their top paid streaming subscriptions are Showtime, Starz and ESPN+, so concentrate running ads on those. They’ve also increased their frequency of reading newspapers and magazines, so consider running an ad with a local paper, New York Post or USA Today, all of which they read regularly. 23% of this group prefers booking their travel with a specialty site, specifically Travelocity, Kayak and Priceline, so those sites pose another opportunity to connect with this group of determined travelers.

Conclusion

While for some, summer plans will have to wait until 2021, this group of summer travelers is determined to make it happen. With changes happening daily, your business needs reliable data in order to continue driving revenue and growth. Resonate’s proprietary data can identify segments such as these, and much more, to help you grow your business in these constantly evolving times. Ready to learn more? Download our latest report: Reopening America: Up-to-the-Moment U.S. Consumer Sentiment During the Pandemic.

The post These U.S. Consumers Still Plan on Taking Their Summer Vacation Despite COVID-19 Resurgence Concerns appeared first on Resonate.

We surveyed American adult online consumers to get real-time data on sentiment, motivations and values in the wake of the COVID-19 pandemic.

This crisis isn’t affecting all people equally and its impact plays out in different ways across communities. We looked at specific nuances in the data as it relates to Hispanic and Black Americans and those that are engaged with coronavirus. Using our National Consumer Study , we set out to survey their levels of engagement with coronavirus data and their concerns regarding the effect of COVID-19 on specific industries. In digging into Resonate’s proprietary data, we examined three audiences: Spanish-speaking Hispanic adults, Spanish and English-speaking adults and Black adults.

Learn about how COVID-19 has affected these groups in our latest report, Who Are the Diverse Americans Engaged with Coronavirus Content?

The post Who Are the Diverse Americans Engaged with Coronavirus Content? appeared first on Resonate.

However, despite these staggering unemployment statistics, there are still consumers splurging on big ticket items. Farfetch, a global luxury platform, saw a 90% jump in sales, their revenue rising to $331.4 million. According to Resonate’s National Consumer Study , 2.1 million people said their likelihood of making a major purchase has increased since COVID-19 began.

Who are these people? Where do they shop and what kind of major purchases are they planning on making in the next three months? If you’re looking for new ways to bring in revenue, consider targeting this group — they’re not letting the global pandemic slow their spending.

WHO ARE THEY?

This group of big spenders is made up of mostly married men ages 35-44 with no kids, which is one explanation they have spare cash to splurge on big ticket items—no kids! They’re also 18% more likely than the average U.S. consumer to have an annual household income of $100-150K. Their top values are maintaining traditions, being humble and treating everyone equally. They’re driven by romantic love, trust from others and proving their competence and skills.

WHAT ARE THEY PLANNING TO PURCHASE?

So, what are some of the future purchases this group has planned? They’re 90% more likely than the average U.S. consumer to buy a new house and 50% more likely to remodel their home during the coronavirus. They’re 85% more likely to buy a home audio system, 36% more likely to buy furniture for their entertainment room and 30% more likely to buy watches and jewelry. They’re also 24% more likely to adopt a new pet.

WHERE ARE THEY LOCATED?

The major purchases this group is planning to make within the next three months are focused on real estate and home improvement. So, where do these people currently live? According to Resonate’s proprietary DMA ® data, this group is 93% more likely to live in the Raleigh/Durham/Fayetteville area in North Carolina. They’re also 64% more like to live in Raleigh, North Carolina and 51% more likely to live in Greenville/Spartansburg/Asheville/Anderson, another area of North Carolina. Over the last few weeks citizens there have been protesting stay-at-home orders, marching outside the capitol building as they demand state lawmakers to reopen businesses. This may explain why they’re still planning on going through with major purchases – they don’t believe that sheltering in place should be a requirement during the COVID-19 pandemic.

WHAT ARE THEIR FAVORITE BRANDS?

When it comes to their top retailers they shop at Kmart, Trader Joe’s and Rite Aid. Their favorite apparel retailers are New Balance, Fruit of the Loom and Old Navy. Their preferences might come off as somewhat surprising, these are highly accessible brands, not luxury retailers that might be expected from this group. Perhaps they prefer to save up for their major purchases, and, instead of splurging on things like clothes and products, they want to put their hard-earned money towards something bigger.

WHERE CAN YOU FIND THEM?

Where is this segment spending time across digital touchpoints? The social media networks they spend the most time on are Tumblr, Snapchat and Pinterest. Reaching them on Hulu is also another option, as their top paid streaming subscriptions are Hulu Live TV, Hulu Plus and Hulu Plus with no Commercials. Their top TV networks are ESPN, History and the Discovery Channel and their top newspapers are the New York Post, The Washington Post and Los Angeles Times. The websites they spend the most time on are Fandango.com, bostonglobe.com and elle.com. In order to connect with this group and influence them to make a major purchase from your brand, this information is key to understand.

CONNECTING WITH THIS SEGMENT

In these tough times when millions of people are cutting back on their spending — 75 million according to Resonate’s National Consumer Study — this is a unique group for brands and retailers to target. Despite an economic downturn, they’re still willing to spend big. With less people spending money during this time, it’s critical that companies connect with consumers who are planning on doing business during this time.

Curious about other ways COVID-19 is impacting the spending habits of consumers? Download our latest report, Understanding the Evolving U.S. Consumer Sentiment During the Coronavirus Pandemic today for a real-time look into how U.S. adults are responding to the global pandemic.

The post Some Consumers Are Still Making Major Purchases During COVID-19. Are You Reaching Them? appeared first on Resonate.

So, Do Americans Believe That the Media’s Coverage of COVID-19 is Accurate?

Most of us know we shouldn’t take everything we hear or read as fact. Different news outlets have different agendas and, as a result, different spin. But, when it comes to a global health pandemic, we hope that the facts are science and science isn’t up for interpretation.

But, what is the reality of American perception of COVID-19 coverage? Of course, if we’re looking for facts in our news coverage, that means we should start with facts in our research. That’s why
Resonate is tracking consumer sentiment during the coronavirus pandemic and updating the data in real-time. We surveyed American adult consumers and asked specifically for their opinions on the accuracy of the media’s coverage of the coronavirus pandemic.

And, despite the messages we hear on both sides about the media’s trustworthiness, it seems that the overall perception is positive.

In fact, 70% of respondents believe that the media is appropriately representing the coronavirus pandemic. On the far ends of the spectrum, 22% believe it is over-represented and only 7% believe it is under-represented. Let’s dig into each of these groups.

Appropriately Representing: 162.1 Million

From watching Dr. Fauci’s recommendation to heeding the stay-at-home orders and awaiting the phased reopening plans covered on local news, 162.1 million Americans believe that the media is appropriately representing the COVID-19 crisis.

Here are a few key demographics:

• 51% female
• 20% 25-34 years old
• 25% 25-50K annual household income
• 33% have some college, 30% have a college degree
• 55% married
• 56% no children
• 32% of this group spends 20-40 hours a week online and their media consumption includes PBS NewsHour, NBC Nightly News, USA Today, Washington Post and The New York Times.

When we look at their personal values, they are more likely to value tolerance and equality, including social justice and inclusion. They likely want to see coverage that touches on the extent of the COVID-19 crisis across a diverse range of communities. We know that this pandemic hasn’t necessarily affected all populations similarly and this group would be particularly sensitive to that being brought to light. And, since this is an issue that’s been covered by many national news outlets, including The New York Times, this likely leads to their answer that, yes, the media is portraying the crisis accurately.

Over-Representing: 51.2 Million

We have also identified a group that believes the media is over-representing the coronavirus pandemic. This group skews older and include those who believe stay-at-home orders should be voluntary or that this crisis is more akin to a bad strain of the flu than a global health tragedy.

Here are a few key demographics:

• 54% female
• 19% 45-54 years old
• 29% 25-50K annual household income
• 36% have some college, 28% have a college degree
• 64% married
• 52% no children

29% of this group spends 20-40 hours online a week and their top media sources are Fox, CBS Evening News, ABC World News Tonight and their local daily newspaper. They value duty and dependability, which could align with a sense of obligation to their community, which aligns with the local paper as their primary newspaper.

Under-Representing: 16.2 Million

Lastly, there are those who believe the media is actually under-representing the COVID-19 crisis and could do more to inform the general public. We mentioned earlier, this is a small group –– only 7% of the total adult population. Most of us would probably agree that the coverage is practically non-stop across channels, so it could be that this group believes there is necessary information that is getting lost in the noise or that certain groups’ struggles aren’t being represented adequately.

Here are a few key demographics:

• 52% female
• 20% 25-34 years old
• 27% 25-50K annual household income
• 36% have some college, 28% have a college degree
• 54% married
• 55% no children

31% of this group spends 20-40 hours a week online and their top media sources are CNN, PBS NewsHour, ABC World News Tonight and the Wall Street Journal. Similar to the appropriately represented group, these consumers value tolerance and equality, including social justice and inclusion.

Comparing These Three Media Coverage + COVID-19 Groups

In the charts below, the appropriately represented group is in turquoise, over-represented is in red and under-represented is in purple.

The over-represented group is 26% more likely than the average American to identify as very socially conservative and 19% more likely to identify as very fiscally conservative. Appropriately represented is 8% less likely and under-represented is 14% less likely to be very socially conservative, while appropriately represented is 6% less likely than the average American to be very fiscally conservative and under-represented is 12% less likely.

This aligns with the protests and opinion pieces that indicate more conservative Americans are increasingly eager to reopen the economy and that this may be at odds with the media’s coverage of COVID-19 as a crisis that could last for months, if not longer.

Note: appropriately represented group is in turquoise, over-represented is in red and under-represented is in purple

Additionally, we see that the two groups that said the media was either appropriately represented or under-represented groups are more likely to value equality, which aligns with a want to learn more about how the coronavirus pandemic is affecting different communities. Meanwhile, the over-represented group does value safety in oneself and family, which could indicate that their sentiment is based on what they’re seeing in their immediate local communities (also, see their local newspaper as primary news source) and therefore there appears to be a disconnect when they look to broader media outlets.

Note: appropriately represented group is in turquoise, over-represented is in red and under-represented is in purple

What Does This Mean for Media Outlets in 2020?

All media outlets, print, television or digital, all strive for fair and accurate reporting, of course. But, this does give us a glimpse into the coverage that consumers are looking for. On one side, they want to see stories that are giving equal and just airtime to all communities, and, on the other, there is a want for news that impacts their immediate safety and community.

How does one go about doing that? Perhaps the way to reach those who believe the media has over-represented the pandemic is by emphasizing that, while their community may be okay today, the nation and world at large will trickle down to them eventually. And, for those who want to see social justice represented, emphasize stories that represent diverse viewpoints throughout the crisis.

Curious about how COVID-19 is impacting consumers beyond the news desk? Download our latest report, Understanding the Evolving U.S. Consumer Sentiment During the Coronavirus Pandemic today for a cross-vertical look into the morale, motivations and decisions U.S. adults are making today.

The post What do Americans Think of the Media’s Coverage of COVID-19? appeared first on Resonate.

As dozens of states begin to loosen restrictions on stay-at-home orders and begin the early phases of re-opening local businesses, some consumers are sticking to their own timelines. According to Resonate’s proprietary data on consumer data surrounding COVID-19, there are nearly 40 million U.S. consumers who plan to take their own precautions, despite restaurants and stores that will be re-opening to the public this month.

These consumers specifically stated that they don’t plan on dining out at restaurants until winter 2020 or later and are avoiding physical stores to a much larger extent than they were when quarantine began in March. So, how can retailers connect with consumers who’ve essentially written off in-person dining and shopping experiences? What other services can you offer them to ensure you’re still bringing in revenue and keeping your customers loyal, without jeopardizing their safety?

Who Are They?

First off, it’s important to understand who these people are beyond the four walls of your brand. This segment is mostly made up of married women ages 45-54 with no children under the age of 18 and an annual household income between $25-50K. When it comes to their personal values, they emphasize the importance of accepting those who are different, treating everyone equally and security and safety in their community and nation. They’re driven by optimism, proving their competence/skills and expressing their individuality. Their desire to stay in and avoid public places like stores and restaurants is rooted in their value of safety and security. They want to keep their community safe and healthy, which is motivating them to stay at home.

Shopping Behaviors and Preferences

Restaurants & Grocery Stores

This group does not take advantage of all the food delivery services available today. They’re 22% more likely to not have ordered delivery from a restaurant in the last three months and 59% of them have not used a food delivery service at all in the last year. They’re also 20% less likely to have a restaurant’s mobile app on their phone or iPad, they’re at least 30% less likely to use a meal kit company such as Blue Apron or HelloFresh and they’re 25% less likely to have ordered groceries online in the last six months. This is a group your store or restaurant should connect with, as they’re not taking advantage of online ordering or delivery yet, and they don’t plan on dining or shopping for food in-person any time soon.

In order to effectively attract this segment, you need to have a deeper understanding of their retail preferences. This group is 19% more likely than the average U.S. consumer to select a brand with a good loyalty program and 16% more likely to select one with an easy return policy. Offer loyalty program members a discount on their first online grocery order or on their first mobile order from your restaurant. You should also highlight your easy refund or credit policy if the wrong product or menu item is delivered. A great example of this is Domino’s delivery insurance. They’ll offer you 20% off your next order or give you rewards points as an apology for their error.

Shopping Behaviors and Preferences

Retail

These consumers are 93% more likely to contact companies to share their thoughts and 44% more likely to shop somewhere based on an important issue. When it comes to key shopping factors, they’re 26% more likely to care about product selection and 12% more likely to prefer companies that are independently or locally owned. When it comes to corporate responsibility, they’d prefer to do business with retailers that provide safe products, support the community and are honest/trustworthy.

When it comes to feedback, this group wants to share their thoughts. If you’re considering making changes to a policy or process, send out a survey to customers and prospects for the chance to earn credit or a discount code if they complete it. They’ll feel valued that you asked for their input. Since this group is also more likely to shop somewhere if based on a specific issue, highlight how you’re helping people in need during the pandemic. For example, Allbirds donated $500,000 worth of shoes to healthcare workers and is using a “buy one, give one” model to encourage their customers to help –– and buy.

Where are they located?

According to Resonate’s proprietary geo data, these consumers are mainly located in New York, Los Angeles and Chicago. It makes sense that this group is largely located in New York as it’s one of the outbreak hot spots and citizens likely don’t feel comfortable enough yet to venture into public places. If you have a physical store in one of these locations, you might want to consider ramping up your online services before putting effort into reopening your storefront. On the other hand, you won’t find these kinds of consumers in areas of the South and Midwest like Corpus Christi, Idaho Falls and Tallahassee, so if you’re thinking of reopening in any of those areas, you’ll likely see more foot traffic than you would in major cities.

To learn more about consumer sentiment and behavior surrounding COVID-19 in order to gain a competitive advantage, read our recently updated report: Understanding U.S. Consumer Sentiment in the Coronavirus Pandemic.

The post These Consumers Refuse to Eat Out or Shop in Stores Despite Phased Re-Opening. Who Are They? appeared first on Resonate.

A few weeks ago, we looked at U.S. consumers taking on outdoor home improvement projects during the coronavirus pandemic but, now, since it’s been raining for what seems like years, we’re headed inside to learn who’s ready to redecorate during coronavirus.

We broke these consumers down into three retail groups: those interested in purchasing new furniture, those looking to purchase new bedding or a new mattress, and, lastly, those researching DIY projects. Perhaps not surprisingly, these groups were similar in demographics, values and, most strikingly, shopping factors and product attributes.  

It’s Time to Redecorate the Living Room, the Bedroom…

When we looked at people interested in purchasing new home furnishings, we saw a predominantly female group, a bit younger than the outdoor home improvement group at 45-54 years of age, with 24% in the $75-100K household income bracket. This group values optimism, creativity, and security –– they’re looking at the bright side of this situation by expressing their creativity in their own home and creating a safe haven from the uncertainty of the outside. We’ll see these values pop up in every group that we explore in this post.

This group spends their time watching HGTV, reading HGTV magazine and scrolling through Pinterest. Their top brands align with the home furnishing vertical, including Overstock, QVC, Ashley Furniture, Bed, Bath & Beyond and T.J. Maxx. 

Next, we look at people who are researching buying new bedding or a new mattress. Hey, if you can’t leave home to travel, you might as well invest in making your bed feel like a hotel room, right? 

As you’ll see below, this group is similar in demographics and values to the home furnishings group, and almost identical in brand affinity and media consumption.

Lastly, we have the home DIY group. This audience is looking to take on home improvement projects, decor DIYs and more while they’re at home socially distancing. Again, they have similar demographics to the home furnishings and bedding group, but this group does skew a bit older. They align, at 55-64 years of age, more similarly with the outdoor home improvement group. This makes sense when you consider that someone who has the time to take on DIYs during this time could be more likely to be retired and without children at home that need to be entertained.  

If You’re a Retailer, How Do You Market to These Segments?

Beyond knowing that you’ll find this audience scrolling through Pinterest, streaming HGTV, reading USA Today or reading their latest book on their phone, you’ll want to consider what motivates these consumers to buy. What makes them choose one sheet set over another? 

As we analyze the purchasing motivations that drive all three of these groups, we see they align almost identically –– one percentage point separated each group in three key shopping factors. They value price, product selection, and convenience. 

When 80% of your prospective consumers look to price as their #1 shopping factor, you should look to sales and offers that will get them to your homepage. Your email marketing messages should lead with a deal. Clever or well-designed emails are great, but, at the end of the day, they’re looking for a well-priced purchase. Additionally, they want options –– scrolling through 5 pages of lamps on Overstock isn’t going to intimidate this group. For almost 60% of these consumers, more product selection available, the better. And, convenience. One third cite convenience as a key shopping factor. That two-day shipping or curbside pickup won’t go unnoticed. In fact, it could drive them to shop with you over a competitor with a less convenient purchasing process. 

What product attributes do these shoppers look for as they’re redecorating? Relating back to the price shopping factor, this audience wants cost-effective products. However, they also want them to be dependable and high-quality. Just because something is a good value, doesn’t mean it shouldn’t hold up. They may not want to buy a new sofa every year –– they want something that will last.  

They also want products that are safe and healthy. Consider how your products could be made with organic materials, extra safety precautions or how they might be “better for you” or better for the home than conventional options. 

With a Target on the Right Audience, Home Retailers Should See an Opportunity as People Stay Home

It makes sense: as people are home for longer, they’ll begin to see changes they want to make in their space to make it more comfortable and more pleasant to be in day in and day out. And, if you’re a home retailer, that presents an opportunity. Consider how you can create products that focus on a cost-effective, dependable, safe lifestyle and will resonate with what your consumers are craving right now.

And, if what you’re craving is more data on consumers and the impact of COVID-19, download our latest data in the just-released Wave 2 report, Understanding the Evolving U.S. Consumer During the Coronavirus Pandemic.

The post Staring at Four Walls…Who’s Getting the Itch to Redecorate during Coronavirus? appeared first on Resonate.

These are consumers who believe that life in general and the economy won’t be back to “normal” until winter 2020 or later, and they don’t plan on eating at restaurants or traveling until 2021. As someone who recently postponed their wedding and international honeymoon due to COVID-19, I don’t think it’s entirely unreasonable for these 30 million consumers to write off 2020 completely. I’m right there with them. There’s a lot of debate around whether or not college campuses will open in the fall, if sporting events will take place with fans and if concerts will even be able to happen until there’s a vaccine. I, along with these consumers, believe we’ve got a long way to go before things can feel normal again, unlike the 46 million of Americans who believe life will return to normal in 1 – 3 months. That’s optimism I just can’t muster, so more power to them.

How can brands and media companies connect with this group of consumers who’ve written off 2020 completely, and doesn’t plan on visiting a restaurant or traveling anywhere until next year?

WHO ARE THEY?

This group is mostly made up of females ages 45-54 who are married with no children under 18 and have an annual household income of $25 – 50K. They value accepting those who are different, treating everyone equally and safety in one’s community and nation. They’re driven by proving their competence and skills, expressing individuality and having an optimistic outlook. It’s interesting to note than they’re motivated by an optimistic outlook, yet their expectation of life returning to normal isn’t until next year. Perhaps for them, next year is them being optimistic.

This group is centered focused on their health and wellness. They eat food with no carbs, calories, fats or salt. They buy food based on nutrition and are aware of their family health history. Their emphasis on health explains why they plan to wait until next year to visit restaurants or travel, as they want to limit their exposure to the virus for as long as possible. Consider emphasizing your healthier menu items available for takeout or delivery as a way to entice them to do business with you.

When it comes to key shopping factors, one of their top influences is supporting local/independently owned businesses. How can your company show support to the thousands of small businesses suffering at the hand of COVD-19? Back in March, UberEats announced it was waiving all delivery fees when customers order from local restaurants, saying in an email to users: “As more people stay home, local restaurants need your business more than ever.” Highlighting what your brand is doing to help small businesses will resonate with this segment.

When it comes to corporate responsibility, this group is 28% more likely than the average U.S. consumer to prefer companies that treat their employees fairly. Let this segment know what you’re doing in the wake of COVID-19 to keep your employees healthy. Whether that’s extending their sick leave or allowing them to work from home, your employee treatment will go a long way with this group. They’re also 27% more likely to prefer companies who provide safe products. Emphasize what your employees are doing to keep your products clean and germ-free. Are they wearing gloves and masks while handling products? Are they wiping down the warehouse where products are made at the end of the day? These are things this segment wants to know about.

RESTAURANT AND TRAVEL PREFERENCES

When it comes to restaurants, this group isn’t taking advantage of mobile app ordering, delivery or pick-up options during the pandemic. 63% of these consumers don’t have a restaurant mobile app and 53% of them haven’t ordered delivery in the last three months. It’s unclear if this is due to their anxiety about the virus or if they just prefer dining out over ordering in.

When it comes to travel, this group likes visiting other parts of the world rather than traveling domestically. Their top destinations are eastern Europe/Russia and UK/Scotland/Ireland. This explains why this group probably won’t be traveling anywhere until 2021, as domestic travel is more likely to ramp back up before international travel does. Another reason this group is probably holding off on traveling until next year? One of their top factors in deciding where to go is based on their security and safety, which they would be jeopardizing if they traveled before a vaccine or effective treatment is developed.

KICKING 2020 TO THE CURB

Some might think that declaring 2020 as cancelled before it’s even halfway over is dramatic, but for this group, they’re not willing to risk their security, safety or health until there are more effective treatment plans or a vaccine in place. Rather than be let down month after month, they’ve written off having any semblance of a normal life until next year. As for me, 2020 has no business being here anymore. I’m ready and willing to open 2021 with open arms!

To learn more about consumer sentiment and behavior surrounding COVID-19 in order to gain a competitive advantage, read our report: Understanding U.S. Consumer Sentiment in the Coronavirus Pandemic.

The post It’s Official: 2020 is Cancelled. And I’m Not the Only One Who Thinks So. appeared first on Resonate.

Advertising That Strikes the Right Chord Now

In order to effectively advertise during the Coronavirus pandemic, you must know your audience and how they’re feeling right now. Thoughtful messaging and tailored advertising campaigns are only possible when you dig into the purchasing behaviors and motivations that are driving your audience today –– and that could be different than what was driving them last month or even last week.

Craft Thoughtful Messaging

Tailoring your tactics and messaging to your audience is key in advertising during the COVID-19 crisis. Times likes this are when relationships and loyalty are solidified and, on the opposite end of the spectrum, tone deaf or invasive messaging could create long standing damage to your brand image.

Understanding how your core segments are feeling, their concerns, their outlook for the future, etc. is paramount in developing the appropriate message. Defining your segments and speaking to them in distinct and unique ways will help you build trust and foster positive relationships.

Messaging sets the tone for the success of the campaign. Even if the execution is flawless, a campaign with misguided creative will not be successful. Your marketing message should also keep in mind the key values that are currently resonating with your audience. These values on over 200 million U.S. adult consumers are available through the Resonate Ignite Platform.

Use Audiences to Build Strategy and Target

Once you know your audience and have developed messaging, build your strategies from their media consumption. Use your audiences for high value targeting to ensure your messaging is hitting the right people.

It has never been more important to make the most use out of your ad dollars; well defined and precise audience targets will help reduce ad waste and amplify campaign delivery. Activate on the right audience with the right message and at the right time to watch your brand strengthen loyalty, retain consumers and come out of this crisis on the other side.

The post Tailored Messaging in Advertising Will Spell Success During Coronavirus appeared first on Resonate.

Who’s Pulling the Plug on Gym Memberships?

It’s not surprising that most gyms and fitness studios have shut down during the coronavirus pandemic. A group of sweaty people in one place makes it difficult to ensure safe social distancing. And, while many people have continued to let their memberships run during this time, there is a significant group that is looking to cancel or put their memberships on pause until gym doors reopen.

Note: we are seeing in some of the states beginning a phased reopening that gyms are among the first businesses to get the go ahead.

In the Resonate Ignite Platform, we see 4.5 million people nationwide have been researching the safety of their gym and whether or not to cancel their membership during the COVID-19 crisis. In this group, we see that they over index by 57% for considering their gym membership to be a necessity. Their eating habits are similarly health-conscious and, when they travel, they prefer an active vacation. This audience clearly prioritizes fitness, however they also value safety in their community –– so it’s not surprising they were concerned for the safety of a public space like a gym.

Making the Switch to At-Home Online Workouts

If you did a search online in March or April looking to buy weights, jump ropes or even a fitness band, you probably encountered sold out items and backorder notices. It seems everyone is turning their home into a fitness studio.

When gym-goers can’t get into a fitness class or hit the weight room at the gym, many have turned to at-home online workouts. We saw an audience of 997K U.S. adults searching for information on online workouts and this is a group that takes their fitness seriously. 73% report working out 2X a week or more, while 34%, or an over index of 56%, say their gym membership is a necessity. Similarly, this group, who values a life full of excitement, also follows other health conscious behaviors in eating and travel.

With options ranging from local gyms streaming online classes to nationwide boutique studios taking to Instagram Live and brand name gyms offering online class platforms, this group may decide to go with the most budget friendly option.

We know that 21% of virtual gym members may cancel within the next 90 days due to the tightening budgets that have come as a result of coronavirus-related economic uncertainty. And, this is further confirmed as we see that 63% of this audience cites cost-effective as a major purchasing driver and 51% say price is the most important factor when making a purchase decision.

So, in order to be competitive for this audience’s attention, you need to lure them in with budget friendly options. Many fitness studios, including Orangetheory, seen below, have offered previews and short classes for free via social media. Fitness buffs who may not have tried Orangetheory previously are now looking at a lower barrier to entry and could find themselves hooked on this workout long after the COVID-19 pandemic is over.

Another fitness company looking to connect with new gym-goers online, while also providing beneficial offerings to their current members, is CorePower Yoga. They’ve populated their YouTube channel with free videos available to all. For a group that values novelty and equality for all, this universally available channel of videos during an uncertain time will, no doubt, strengthen CorePower’s connection with both its members and those that utilize these free videos during this time.  

As the country begins reopening over the coming weeks and months, we’ll carefully watch how gyms –– and online workouts –– continue to play on the minds of the U.S. consumer. And, in the meantime, should you want to dig further into the data, contact us for a Resonate Ignite Platform demo today.

The post With Homes Turned Into Fitness Studios, Gyms Look to (Free) Online Classes appeared first on Resonate.

 Access Farm-to Table Data with Resonate

One of our favorite analogies here at Resonate is looking at the data that powers a campaign in the same way that you would think of produce in a farm-to-table meal. If you want the best meal, you need the freshest produce. And, if you want the highest performing marketing and ad campaigns, you need the freshest data.

The most effective brand awareness and conversion campaigns rely on dynamic data that’s continuously refreshed and delivered immediately prior to launch. That’s why Resonate uses the proprietary National Consumer Survey to reveal over 13,000 AI powered insights on over 200 million U.S. consumers. These insights reveal the who, what, when, where and why on your consumers and prospects.

These farm-to-table insights live within the Resonate Ignite Platform and, when you onboard your first-, second- or third- party data, you gain access to an amplified understanding of your consumers that will help you building winning campaigns.

Want to learn more? Check out the infographic below and contact us to request a demo today.

The post The Best Marketing and Ad Campaigns Grow From the Best Data appeared first on Resonate.

It’s no secret that the United States, along the rest of the world, is in the midst of a crisis. The coronavirus pandemic has altered life as we know it, and in trying times like these, people’s values change. What once was considered important to consumers takes a backseat as the world around us changes daily.

We need the Human Element more than ever before, and the need for human connection is at an all-time high. Therefore, brands and retailers that don’t just want to survive, but thrive, during this time must adjust to their customers’ and prospects’ shifting values by developing new ways to understand and engage them in an authentic way. Brands and retailers that do so successfully will come out of this crisis stronger than ever.

FIVE BRANDS THAT ARE GETTING IT RIGHT

So, what brands are successfully pivoting their marketing strategies to align with shifting consumer values? We rounded up five brands and retailers (in no particular order) that have caught our attention recently for their compelling and adaptive messaging, products and offers.

1) McDonald’s

One of their recent ads promotes the idea that while everything may feel different right now, they’re still open and you can still enjoy the food you love. This creative taps into the values of their customers right now, as they’re putting more emphasis on obeying laws and adhering to rules but, at the same time, they value a daily routine and schedule, which has changed drastically in the last month. By reminding people they can still enjoy their food while practicing social distancing and obeying stay-at-home orders, they’re speaking to both of these values: doing the right thing while keeping a sense of normalcy.

2) Carter’s

Baby brand Carter’s debuted a family-centric ad in line with their “Stay Home & Make Memories” Campaign, which was made in-house and stars their own employees and children. The ad shows kids who are excited to have more time to play together and make new memories. This aligns with the values of Carter’s customers, whose top values include caring for family and friends. They’re also driven by an optimistic outlook, which is reflected in this creative by emphasizing the importance of family time and seeing the bright side of stay-at-home orders.

This group is also 45% more likely than the average U.S. consumer to prefer companies that support the community and 20% more likely to prefer companies that donate to charity, so the fact that Carter’s is donating $1 million in product to families impacted by virus will go a long way with this segment.

3) Airbnb

Airbnb is getting creative while consumers are at home. Since people aren’t traveling right now, they’re offering a catalog of online experiences where people can pay to enjoy virtual activities, from taking a wine class with an expert or learning the art of creative drawing with an illustrator in Mexico to going behind-the-scenes with a magician or attending a skincare workshop in Italy.

Image source: Airbnb.com

This capitalizes on the brand built by their popular Airbnb Experiences program and fits right in with the values of their customers who value learning about new ideas and being creative. Their top hobbies include art/photography and biking/walking tours, all of which are things you can do through their online experiences. An interesting thing to note as well is that this group is 15% more likely than the average U.S. consumer to enjoy the summer Olympics, and Airbnb is offering exclusive classes and interviews with Olympians.

4) Chase Bank

In a recent Chase Bank ad, the new CEO of their wealth management division shows advisors working from home, emphasizing the fact that in these uncertain times they can still rely on their advisor to help them and their families navigate financial hardships they’re facing.

Right now, Chase account holders’ top values are safety in one’s community/nation, safety in oneself/family and caring for family/friends. The well-being of themselves and their families are clearly top of mind right now, so this ad will likely be received well by customers.

This group is 43% more likely than the average U.S. consumer to value trustworthiness when it comes to financial services products. And, one of their top selection considerations when it comes to banking? Customer support. They’re even 38% more likely to switch banks for better customer service. Clearly, easy access to loyal and trustworthy advisors is important to this group when it comes to banking, making this ad even more resonant.

5) ESPN

In an unprecedented time of having no live sports to watch in the months ahead, sports networks have had to think of alternative programming to entice viewers. ESPN announced ESPN 8: The Ocho, an 11-hour marathon of seldom-seen sports. While this has been shown on ESPN2 and ESPNU in the past, this is a first for the flagship channel. Everything from arm wrestling and lawn mower racing will be featured in this special airing on May 2. This will likely come as a welcome program, as this group is desperately missing live sports. Their top TV networks aside from ESPN are NBC Sports and Fox Sports, while their top streaming service is ESPN+ and their most-read magazines are Sports Illustrated and ESPN The Magazine.

For this segment, sports are more than just what they like to watch on TV, it’s a way of life. Their top hobby is sports gambling, which they’re 435% more likely to do than the average U.S. consumer. Even their daily routine revolves around valuing athletic accomplishments and being physically active. While this programming may not fill the live sports void in the months ahead, they’ll at least have a new competition to bet on.

GOING FORWARD, CONSUMER VALUES ARE CRITICAL TO UNDERSTAND

What brands and retailers need most during this unprecedented time is to keep their finger on the pulse of changing consumer sentiment and values. Think about consumers even just one month ago; their values, motivations, preferences and shopping habits have changed and they’re going to continue to do so as this pandemic lingers. Leveraging that deeper, real-time understanding will help you make better business decisions and foster brand loyalty. With customers and prospects looking to see how companies are handling the COVID-19 crisis, it’s critical for brands to connect with consumers in an authentic way that aligns with how they’re feeling in real-time.

If you’re looking for a deeper, more dynamic understanding of how your customers are handling the current crisis, download our just released report: Understanding U.S. Consumer Sentiment During the Coronavirus Pandemic.

The post Five Brands That Are Bridging Human-to-Human Connection During Coronavirus appeared first on Resonate.

Who Are the Primary Grocery Shoppers?

Primary grocery shoppers are mostly married women ages 45-54 with an annual household income between $25-50K. This group has children over 18, and the likelihood of having them at home has increased by 17%, which makes sense as many college campuses have closed and forced students to move back home.

What Matters to Grocery Shoppers in the COVID-19 Era?

When it comes to key shopping factors, grocery shoppers care more now about product selection, loyalty programs and if stores are locally/independently owned. Their increased concern about a store being locally owned is likely due to the fact that many small, privately owned businesses are facing financial hardships as a result of the pandemic, and they want to show support for their local grocery store.

When it comes to their shopping behaviors, they’re 30% more likely than they were previously to use a pre-written list and 15% more likely than they were to use coupons. By using a pre-written list, they’re attempting to keep their purchases to only what they need, versus buying alluring items that catch their eye. These are financially trying times for everyone, explaining the increase in coupon usage.

Teal: Primary grocery shopper // Orange: Primary grocery shopper + COVID-19 engagement

Their likelihood to buy specific grocery products online has increased: coffee, household goods and pet supplies, and the top two reasons they do so is to avoid going to the store and to save money.

Teal: Primary grocery shopper // Orange: Primary grocery shopper + COVID-19 engagement

Since the coronavirus outbreak, this group is more likely to care that the food they buy is healthy, trustworthy and cost-effective, whereas before the outbreak they cared most that it was dependable and easy-to-use. Their increased concern for buying healthy food makes sense since they’re likely not able to exercise as much due to the restrictions.

When it comes to snacking specifically, there’s been a major increase in the reason this group buys snacks. In the last month, primary grocery shoppers are 45% more likely than they were to buy snacks for their spouse/significant other’s snacking habits and 32% more likely than they were to buy them for their spouse/significant other’s lunch. This aligns with the idea that everyone is snacking and eating lunch at home every day instead of eating out, hence the need to buy more snacks at the grocery store.

Teal: Primary grocery shopper // Orange: Primary grocery shopper + COVID-19 engagement

When it comes to the types of snacks people are eating, they’re buying less energy/protein bars, beef jerky and pretzels. The decrease in protein and energy bar purchases makes sense as people aren’t “on-the-go” the way they used to be. On the other hand, there’s been an increase in the purchase of nuts/seeds, meal replacement bars and yogurt.

Overall, consumer behavior and preference has changed when it comes to grocery shopping. This behavior changed as a direct result of the COVID-19 pandemic, so it’s critical to keep abreast of their behavior in the coming weeks and month. That’s why Resonate’s proprietary data is a game-changer for brands and agencies. Our data is highly accurate, scaled in 200 million U.S. adults and updated nightly.

To learn more about consumer sentiment and behavior surrounding COVID-19 in order to gain a competitive advantage, read our report: Understanding U.S. Consumer Sentiment in the Coronavirus Pandemic.

The post How Have Consumer Grocery Shopping Habits Changed in the Face of COVID-19? appeared first on Resonate.

Demographics and Values: Adults Concerned With Aging Parents and Proper Elder Care

To do a deep dive into empathetic marketing and caregivers, we looked at the values, motivations and demographics of those U.S. adults who have found themselves in the role of caregiver to aging parents and who are concerned with the present coronavirus pandemic. The specific audience within the Resonate Ignite Platform looks at adults “concerned with aging parents and proper elder care.” 

This audience yields a group of 418.5K adults. This is an established group: 25% are 45-54 years of age, 16% have a household income over $150K and 19% have a post-grad degree. 68% do not have children under the age of 18, but they may have children that have left the home –– just as their caretaking responsibilities for children winded down, they’ve had to pick up as caregivers for their elderly parents.  

They over index for values of treating everyone equally and safety in community and nation, so it makes sense that this group would be willing to step up to care for the older generation. Additionally, they over index for proving competence and an optimistic outlook, perhaps a welcome combination as they move into their new role of caregiver and must keep a positive attitude amid the worries. 

Media and Behavior: Adults Concerned With Aging Parents and Proper Elder Care

You might think that this group would look for some escapism in their media habits, but their top TV networks include PBS, MSNBC and CNN –– they’re consuming news when they’re not busy as caregivers. However, they do find entertainment in their top television shows which lean towards comedy and thrillers.  

They spent 20-40 hours online and typically spend their time on apps for travel, news/weather or books. When they pick up a print publication, they’re most likely turning to the Wall Street Journal or Time Magazine. 

How Should You Shift Into Empathetic Marketing for Caregivers of Elderly Adults?

If this audience is your target demographic, remember they are not only facing the expected stress of evolving into an extended role as the caregiver of aging parents, they are also staring down an unprecedented health crisis that is affecting the elderly with far greater consequences.  

They may have a parent living with them, which means they are now taking even greater precautions regarding COVID-19 than they might have otherwise. They could have an elderly relative that lives in a retirement or nursing home that has been affected by coronavirus or that is locked down from any visitors or movement within the facility. These are stressors that go above and beyond the expected worries of serving as a caregiver for aging family. 

When you communicate and engage with this audience, you must keep in mind empathy. Yes, they may want a distraction here and there but, more than anything, they want to hear from a company that gets them, that wants to provides support or an authentic message of recognition, or somehow make their life easier.  

Think about it: how can your brand help them right now?

Let’s look at who’s doing this well.  

Campbell’s Soup Co. launched a video titled, “I Want a House With a Crowded Table,” showing families making the best of social distancing and beginning with a grandmother reaching out to her grandchild’s hand through a window. It’s certain that this message of togetherness, sympathy and understanding would strike a town with this audience.  

Uncle Ben’s launched a commercial showing a father and daughter making a recipe that her grandmother sent, showing how families can still be together during this time. While the kids might be out of the house for many of consumers, they’ll look back with nostalgia on this message and associate those warm feelings with the Uncle Ben’s brand moving forward. 

If you find a way to connect with these consumers now, you’ll establish a relationship that will carry on long after this crisis is over. Helping them wade through uncertain times will help your brand rise above the competition, enable you to retain consumers and win over those who are impressed with your handling of consumer relations and communications during these turbulent times. 

Does This Audience Overlap with Adults Taking Care of Children?

Lastly, we wanted to take a look to see how this empathetic marketing and caregiver audience overlaps with adults taking care of young children at home. We found that it was a small group of only 14K, but they skew to 78% female and otherwise fall in line with the other group. So, if you’re marketing to women in the 45-54 year old demographic, you may want to keep in mind that there is subset that is stretched to the limits with both children at home and parents requiring care.

Want to dig even deeper into the data on adults impacted by the coronavirus pandemic? Download our report: Understanding U.S. Consumer Sentiment During the Coronavirus Pandemic.

The post Aging Parents, COVID-19 and How Your Brand Can Offer Empathetic Marketing to Caregivers appeared first on Resonate.

Providing Niche Coronavirus Consumer Research Within Days, Not Weeks

In early March, Resonate identified an immediate and pressing need for our customers to better understand key audiences that were beginning to be impacted by COVID-19. Though a large in-field flash study around COVID-19 was being developed at the time, we knew that a Contextual Study would fill that need by providing insights on niche audiences with a relatively quick turnaround time.

Contextual Studies parse key-word information from ad-supported sites to understand the visitors who are spending time on those sites. After conducting these studies and pushing them into our ignite platform, we can learn 13K insights about key audiences that will in turn help inform our client’s messaging strategies, campaign planning, and potential activation.

Serving Customer Needs Quickly With a Knowledgeable Cross-Functional Team

Understanding the growing need for insights during this turbulent time as well as our underlying responsibility to our partners, we offered to conduct contextual studies for our current clients free of charge. We were immediately inundated with requests as our clients were hungry for information.

We received a variety of requests from our clients, everything from “Who is looking to make outdoor living renovations during quarantine?” to “who is reading about mail-in voting options?” to even “who is researching alcohol delivery services?”

With the volume and variety of requests, we had to quickly train and assemble a team to ensure that we were acting with the utmost haste and in the most strategic manner possible. We pulled together a cross-functional team composed of Analytics, Sales Engineers, and Customer Success Analysts- who then all had to work in tandem to quickly put into a place a process to categorize all incoming request and then systematically execute each individual contextual query. Within the first week alone, the team processed over 37 Contextual Studies.

At this point in time, 58 Contextual Studies have processed and pushed into our Ignite Platform for all clients to access and we plan to continue to offer these to clients for the foreseeable future. Learn more about the coronavirus-specific data and insights that Resonate offers here.

The post A Sales Engineer Takes Us Behind the Scenes of Coronavirus Consumer Research appeared first on Resonate.

As you well know by now, everyday life has completely changed in the last six weeks. Consumer routines look much different than they did at the beginning of March. Whether they’ve had to postpone a vacation, or your kids are now home 24/7, the daily routines of consumers are changing and, as a result, so is their media consumption.

There are varying reports of how the global pandemic is affecting podcast listenership. According to iHeartMedia, listenership for the iHeartPodcast Network is up six percent month-over-month, and that number is even higher in markets where governors announced shelter-in-place orders, with listening up 13% in California and eight percent in New York state in just one week. However, according to a study done by Edison Research and Triton Digital in 2019, 52% of monthly podcast listeners say they listen to podcasts when they drive. Many consumers aren’t commuting to work or school as offices and schools around the country have closed and people aren’t traveling anywhere, so those listeners have likely also dropped off. Many consumers’ interests have also shifted their listening preferences to media and entertainment/pop culture podcasts over news and politics, likely as a way to escape from the stress of these tough times.

We looked at two specific groups, those who have increased their podcast listenership since stay-at-home orders began and those who have decreased their listenership. For those listening more, it’s important media companies get to know them so they can retain them once life begins to get back to normal. It’s also equally important to get to know those who don’t listen anymore in order to get back them on the bandwagon. No matter which segment is more critical, gaining a deep understanding of your listeners gives you a competitive advantage over other media companies in terms of advertising and content production. A comprehensive, dynamic view of your listeners will not only help you create more resonant content, but it will make you a more valuable advertising partner.

CONSUMERS WHO HAVE INCREASED THEIR PODCAST LISTENERSHIP

This group noted in our Connected Flash Study, which measures consumer sentiment surrounding COVID-19, that they’ve increased their time spent listening to podcasts, and they listen to podcasts between 1-6 hours each week. They’re mostly single female students ages 18-24 who’ve completed some college and have no children. Their semester was probably cut short, leaving them with plenty of time to listen to podcasts more often. When it comes to their personal values, they over index for showing their abilities and being admired, living a life full of excitement and the freedom to be creative. All of these values align with a college student looking for adventure and getting ready to launch their career. They want to be praised and recognized for their success. They’re motivated by their social/professional status and romantic love.

What kinds of podcasts does this group listen to? They’re 4X more likely than the average U.S. consumer to listen to pop culture/entertainment podcasts, 3.9X more likely to listen to comedy podcasts and 3.4X more likely to listen to pods related to crime. Consider offering a pop culture round-up podcast mixed with humor or a true crime podcast focusing specifically on celebrities. If you already have something that might pique their interest, make sure you’re targeting them across the digital touchpoints they spend the most time on to get them to tune in. Their top social media channels are Tumblr, Tik Tok and Reddit, so consider connecting with them on of those touchpoints in order to increase customer lifetime value (CLV).

Beyond content creation, it’s important to know what brands and retailers your listeners prefer. Showing potential advertisers that your listeners already have an affinity to their brand will not only make them want to do business with you, but it will set your company apart for having such a deep understanding of who they are beyond podcast listeners. It will also be a helpful clue for other advertisers to understand the kinds of companies they prefer and open your podcast network up to new advertising opportunities.

According to Resonate’s brand affinity curated report, their top retailers are Stein Mart, Whole Foods and CVS Health. Their favorite apparel retailers are Vans, H&M and Forever 21. Work with one of these brands or retailers to offer your listeners a special discount for a limited time. Advertisers will appreciate the fact that these listeners have a pre-disposed affinity towards their products and services, making it an easy decision to do business with you.

CONSUMERS WHO HAVE DECREASED THEIR PODCAST LISTENERSHIP

This group, once regular listeners, haven’t been tuning into podcasts as often. Whether it’s because they’re no longer commuting or they don’t have time between balancing work and kids at home, having a deeper understanding of their content and brand preferences will help you win them back.

This group is mostly made up of married women ages 25-34 who are unemployed with at least one child. Since this segment is out of work and dealing with their children being at home on a daily basis, they likely don’t have the time they used to have to listen to podcasts. When it comes to personal values, this group over indexes for avoiding harming/upsetting people, caring for family/friends and being in charge and directing people. They’re personally driven by their faith, trust from others and living an exciting life. These values and drivers clearly show that the most important thing in their life is taking care of and helping others.

When it comes to podcast genres, this group is least likely to listen to politics, news and crime. Since they don’t listen to podcasts very often, we looked to some of their other media consumption habits to see what kinds of topics they might be interested in. Their top TV networks are USA, Syfy and Animal Planet, and their favorite TV shows are Van Helsing, Runaways and The Purge. They clearly enjoy science fiction and superhero content, so perhaps a podcast more along those lines would entice them. When it comes to the types of online videos they watch, they prefer games and arts & entertainment contentBased on their other media preferences and their lack of interest in news and political podcasts, they view media as a chance to escape from reality, so bear that in mind when you’re trying to re-acquire this group of listeners.

CONNECTING WITH TWO DISTINCT GROUPS

If you plan to focus your efforts on the one group that has increased their listening, it’s important to understand their brand and retailer preferences so you can leverage this increase and adjust your advertising strategy. If you’re looking to reacquire the group you lost due to the impact of COVID-19, focus on creating content they can listen to as a form of escape. This segment is busier than ever with their family at home and is facing financial challenges, so they’ll appreciate you bringing them content that allows them to de-stress.

Want to learn more about consumers during the COVID-19 crisis? Download our just released report: Understanding U.S. Consumer Sentiment During the Coronavirus Pandemic.

The post The World of Podcasting: How Are Media Companies Navigating This New Normal? appeared first on Resonate.

But, who are these weed-whacking warriors and, if you’re a brand focused on home or outdoor goods, where will you find them?

We looked at two groups and studied their behavior for the past 30 days –– these are the real-time topics they’re searching for since the first mass stay-at-home orders went into place at the middle of March. The first group is made up of people interested in outdoor living, including furniture, grilling and dining. We didn’t want to assume that this group overlapped entirely with those interested in outdoor home improvement and DIY projects –– many of us can speak from experience that there’s a difference between ordering a new outdoor pillow and whipping out a bandsaw. The second group includes those who are interested in taking on outdoor home improvement, including decks, pools, porches, etc. or who are interested in landscaping projects, tips and ideas.

Let’s Sit On the Patio and Scroll Through Pinterest

When it comes to consumers who are interested in outdoor living, including furniture, grilling and dining, the audience skews towards retired or homemaker women, between 55-64, with a household income of $100-150K. 74% are married and 58% do not have children under 18.

These women over index for an optimistic outlook and creativity –– they are making the best of a situation that isn’t ideal by coming up with creative ways to make the space they’re confined to more enjoyable. Not surprisingly, they over index for home improvement, reading HGTV Magazine and Martha Stewart Living, as well as using Pinterest (we’d like to see that outdoor living board right about now!).

If you’re a retailer who carries home products, garden products or any items that would make outdoor living more enjoyable, this should be a target persona for you. Consider placement where you know you’ll find them –– home and garden publications and channels. Exercise empathy while focusing on the bright side in a situation and how they can create a space where one can feel safe and happy with their own family.

You may also want to consider convenience and sales when sending out marketing messages. They over index for shopping via home retail networks and discount stores. The shopping experience should be easy, affordable, and relatable.

When it comes to product development, focus on sourcing and creating products that enhance the outdoor living experience. Bring that café patio to them. Consider products that make their space more beautiful and more comfortable, while also enabling them to recreate an al fresco evening at home. And, make these products easy-to-assemble (no handyman needed!) and available via contactless delivery.

Grab Your Gardening Gloves and Let’s Get to Work

While the previously discussed group and this next audience do overlap in many key demographics (gender, age, household income, media consumption), there are a few key differences that explain the divergence in outdoor living v. those who are eager to take on DIY home improvement and landscaping projects.

This group over indexes in caring for nature as a value and gardening as a hobby. In fact, they over index by 159% for gardening! Similar to the outdoor living group, they have an optimistic outlook and are driven by creativity, but their creativity over index is by 101% –– they’re an inspired group who is ready to take on a new project.

They also have a significantly higher percentage of retirees and a slightly higher number without children under the age of 18 at home. They may have more spare time for hobbies and losing themselves in the act of taking on a DIY project outdoors. Lastly, a few of the retailers they prefer stand out as geared towards those who enjoy taking on home improvement: Cabela’s, Ace and True Value.

If you’re marketing to this group, you want to focus on their values of being reliable, caring for nature, and proving competence. Emphasize their can-do attitude and the impact they’re making on their own home and family.

To capture their attention with new products, consider beefing up your offerings with garden kits that can be sent via mail or are available for contactless pickup. Smaller projects may be the easiest to take on in order to avoid multiple trips to home improvement stores and consider how those can be packaged for easy delivery.

Outdoor Living and Home Improvement Should Be a Focus in Spring/Summer 2020

So, you have your two target groups in mind now as you market your home and garden goods. This could be a big year for the home vertical and you should be focused on those audiences who are ready to make improvements while self-isolating at home.

Remember, empathy is the key to all messaging during this time, but people are eager to make the best of a not-so-ideal situation and creating a backyard oasis may be the closest we get to the great outdoors in the coming weeks and months.

The post Warm Spring Days are Here. We’re at Home. What Does This Mean for the Outdoor Living and Home Improvement Forecast? appeared first on Resonate.

Who is increasing their retirement investment during this time? Who is decreasing their investment? It’s essential for banks to understand their account holders’ sentiment surrounding COVID-19 on a deep and dynamic level, so they can adjust their messaging, offers,communication and engagement strategy in a resonant, yet authentic way.

To access the insights available on retirement investments, we’re utilizing Connected Flash Studies. These studies are surveying real-time consumer sentiment across industries in the wake of the coronavirus pandemic. They are scaled to the entire U.S. adult online population of 200 million and can be integrated into your marketing ecosystem for immediate action. The screenshots you’ll see below are taken directly from our easy-to-use Ignite Platform.

Consumers Increasing Their Retirement Investment

This group is mostly made up of married men ages 25-34 with no kids and a full-time job and an annual household income between $25-50K. When it comes to their top personal values, they over index for acquiring wealth and influence, maintaining a good public image and freedom to determine their own actions. This group likes to be in control and puts emphasis on increasing wealth, so it makes sense that in a time of so much uncertainty, this group, despite being decades away from retirement, is making decisions for their financial future.

What are their investment firm preferences and behaviors?

This group is 16% more likely to switch investment firms within the next 4-12 months. So, how do you ensure that your account holders aren’t one of these consumers thinking of switching to another firm?

This segment is 67% more likely than the average U.S. consumer to have a retirement account sponsored by their employer. The top firms they use are Fidelity, Vanguard and E*Trade. This group is 60% more likely to have an IRA, and their top firms are TD Ameritrade, Vanguard and Fidelity. Not surprisingly, they’re 99% more likely to try robo investing than the average U.S. consumer and 29% are persuadable on the idea.

Customers with non-employer-sponsored retirement accounts have less than $10K in their retirement fund, while those with an employer-sponsored account have between $10K-50K. Due to this group’s age, these lower numbers aren’t surprising, and it explains why this group may want to increase their savings during this turbulent time.

When it comes to choosing an investment advisor, this group is 56% more likely to prefer someone who has comprehensive stock trading tools, 35% more likely to prefer someone who has low fees on stock trades and 33% more likely to prefer someone with helpful online planning and reporting tools. Make sure your customers are fully aware of these offerings. Keep them informed of any new tools you’re adding and teasing ones you’ll be adding in the future will keep them invested (no pun intended).

When it comes to their relationship with their investment account advisor, they’re 77% more likely to bring their own ideas, hear an advisor’s recommendations and, ultimately, make their own decision. They’re also 73% more likely to simply make their own decisions without input about where to invest, which ties into this group’s core value of determining their own actions. Since this group is all about making their own decisions, approach this group as a springboard to bounce ideas off, rather than telling them what to do when it comes to their investments. They pride themselves on their decision-making abilities, so keep them satisfied by letting them take the reigns on their account.

What Does This Mean for Investment Firms During the COVID-19 Crisis?

Based on what we’ve discovered about this audience in the Ignite Platform, this group skews younger and is attempting to plan for their financial future throughout the uncertainty surrounding the economy and job stability.

This group is focused on increasing their wealth and making their own decisions, so investment advisors should provide recommendations that help them achieve their financial goals, but not tell them explicitly what to do. They also value the available tools an advisor can offer, so keep them from jumping ship by teasing the launch of a new tool that’s coming soon and keep them informed of updates to current planning and stock trading tools.

Want to learn more about consumers during the COVID-19 crisis? Download our just released report: Understanding U.S. Consumer Sentiment During the Coronavirus Pandemic.

The post Some Consumers Are Increasing Their Retirement Investment Right Now. Who Are They? appeared first on Resonate.

Right now, we should be sitting in a ballpark on a warm spring day enjoying a stadium hot dog and a cold beer while rooting for our favorite baseball team.

For what it’s worth, those of us at Resonate might be cheering on the reigning World Series champions, the Washington Nationals.

But, we’re not. We’re dutifully practicing social distancing and hoping that the NBA will get a chance to finish their season, that the NHL will play for the Stanley Cup and that, certainly, fans will be back in the stands in time for college football and those crisp autumn days spent tailgating. In fact, according to Ad Age’s interview with Fox Sports, the major sports network is operating under the assumption that football will start on time in the fall.

And, we’re not the only ones eagerly awaiting the return of college and professional sports. At Resonate, we’ve been digging through the data on consumers and COVID-19. As we looked at the the impact of the coronavirus pandemic on travel, we noticed a trend in among travelers who purchased travel insurance: they’re often frequent travelers who travel for sports and over index when it comes to consuming sports-related media content.

Sports Travelers Are Most Likely to Purchase Travel Insurance

Does this mean sports travelers could be the first to book again as we return to the new normal? Are they cautiously optimistic looking to Summer and Fall 2020, possibly booking sports related travel, but with the safety net of travel insurance?

These travelers like to stay busy on their trips and don’t typically return to the same place year-after-year. They often travel with friends to accomplish bucket list goals (a game at Fenway or Lambeau Field, perhaps?). This group of travelers over indexes by 29% for watching pro sports, 17% for enjoying active vacations and 11% for playing golf.

They’re frequent travelers who look for a convenient location in a hotel, the ability to earn free nights through a loyalty program and want conveniently timed, non-stop flights that carry the ability to redeem and earn miles and points. They over index by 45% on wanting a high-quality experience and 28% for a trustworthy travel partner –– this group is comprised of savvy travelers who want to build beneficial, loyal relationships with the companies they choose to book with (just like the loyalty they show for the teams they root for!).

Let’s Look at the General Demographics

Who are the sports fan travelers most likely to buy travel insurance? This group evenly splits between 25-34, 35-44 and 45-54 years of age, with another significant group at 55-64 years old. They skew to a higher income: 22% have a household income between $100 and 150K.

This group is 53% female, 64% married, and 38% have a college degree.

Where Will You Find Sports-Enthusiasts Who Are Likely to Purchase Travel Insurance?

Tying in with their enthusiasm for sports travel, you’ll find these consumers on sports-related media channels. They over index by 82% for ESPN+ streaming service and 88% for watching ESPN 2. Coming in at two and three for Top TV Networks are ESPN, over indexing at 67%, and Fox Sports, over indexing at 64%. They over index by 59% for reading Sports Illustrated. And, not surprisingly, their top two apps by category are travel and sports, with navigation/maps coming in third. This is a group that is consuming sports media across channels.

How Do You Leverage This Group as We Look Towards Q3 and Q4 Travel Bookings?

Knowing that this group is the most likely to purchase travel insurance, they could also be the most likely to spring for a convenient direct flight to see their team play in an iconic location. They feel confident they can get their money back should plans fall through, they have trusting relationships with the travel partners they’ve booked with over the years and believe their investment in travel insurance will protect them either way.

Market to this group on the channels where they spend the most time –– ESPN +, ESPN 2, ESPN and in Sports Illustrated. Advertise bucket list sports trips, whether it’s to catch a big game or play an unforgettable weekend of golf. Of course, you’ll want to use tact in marketing travel during the coronavirus pandemic, but this is the first group you should look to as we return to normalcy later in Q2 of 2020.

More on the Data

This data is drawn from Resonate’s National Consumer Study, which includes contextual analysis on the impact of COVID-19. This data is tied to the online digital behaviors of over 500 million devices by leveraging AI & predictive modeling to predict the survey responses of the individuals using these devices. With more than 100 questions and 5,000 respondents on COVID-19 there is industry coverage from finance to travel, politics, entertainment, media, retail and more.

Resonate provides approximately 200 million human profiles featuring 13,000+ elements to reveal the deepest understanding of US consumers. This audience analysis includes baseline comparisons between highlighted audiences and the online adult population. Dive even deeper into the data by downloading our just released report: Understanding U.S. Consumer Sentiment During the Coronavirus Pandemic.

The post Looking Ahead: You Had a Trip Planned to See Your Team’s Big Game. Now What? appeared first on Resonate.

The impact of COVID-19 has been felt across the economy, but we wanted to do a deeper dive into its effects on loans and refinancing in the mortgage industry. There has been anecdotal chatter that interest rates will drop and consumers will take advantage of lower rates to refinance or take out a new home mortgage. But, what do the numbers actually look like?

To access the insights available on loan and mortgage numbers, we’re utilizing Connected Flash Studies. These studies are surveying real-time consumer sentiment across industries in the wake of the coronavirus pandemic and are scaled to the entire U.S. adult online population of 200 million. The screenshots you’ll see below are taken directly from the easy-to-use Ignite Platform.

Consumer Likelihood to Refinance Mortgage

When it comes to consumers’ likelihood to refinance a mortgage, 86.5M (teal) said their likelihood had decreased, 7.6M (red) increased and 90.9M (purple)stayed the same.

Of those who increased, the majority fall within 35 to 64 years old, with the highest percentage in the 45 to 54 age group. 25% have a household income between $25-50K, while $75-100K and $100-150K each represent 17%, for a total of 34%.

Looking at the primary influences on their purchases, 54% indicated price was the primary consideration, while only 10% said convenience is a primary influence. This would align with a group who is willing to go through the slightly inconvenient process of refinancing in order to get a better interest rate and, likely, a better payment (or price) each month.

If you’re a bank interested in targeting those who are currently considering a mortgage refinance, your target audience could be a female between 45 and 54 years old. 56% do not have children under the age of 18.

You’ll find this group spending 20-40 hours online each week. When it comes to media where you could catch their attention, they over index by 16% for Hulu Plus, 58% for the Washington Post and 41% for the Wall Street Journal. This is a group that reads regularly, has an optimistic outlook and strives to maintain a healthy diet. Keep these considerations in mind when assessing where to place ads that could catch their attention.

It could be worth looking into where this group overlaps with the Financial Anxiety group, an audience that we’ve seen is concerned with maintaining financial security and wealth during the coronavirus pandemic.

Consumer Likelihood of Taking Out a New Home Mortgage

When it comes to consumers’ likelihood of taking out a new home mortgage, 46.4M (teal) said their likelihood had decreased, 3.6M (red) increased and 152.8M (purple)stayed the same.

Looking at the increased likelihood group, the bulk of this audience is evenly split with 20% each in the following age segments, 25-34, 35-44 and 45-54, but there is also a significant group of 18-24 years old respondents coming in at 16% of the total. 25% have a household income between $25-50K. 55% are male, 35% are single and 44% have children under the age of 18. They over index by 56% for proving competence and skills, which aligns with the 31% over index for LinkedIn usage.

Given the noteworthy audience at 18-24 years of age, this could be a group that includes a remarkable number of first-time home buyers ready to take advantage of low interest rates and prove their place in the world as adults –– otherwise known as the previously mentioned driver of proving competence and skills. The first-time home buyer persona continues to align as we look at the group that has decreased in likelihood of taking out a home mortgage and see that this group has the largest number, 18%, of 65+ year old respondents.

What Does This Mean for Lenders During the COVID-19 Crisis?

Given what we’ve seen in the audiences looking to refinance and take out a mortgage, these are two distinctly different groups on which to focus communication, engagement and attention.

Those looking to refinance could be consumers who are further into their career, they have owned their home for a period of time and they may be looking to refinance in order to provide further financial security.

The group looking to take out a mortgage could be primarily first-time home buyers who are eager to take advantage of low interest rates and make their first step into the adult world.

Utilize these personas as you speak to those looking to refinance and those looking to buy and create a targeted approach that will hit home with those interested in home loans in 2020.

Want to learn more about consumers during the COVID-19 crisis? Download our just released report: Understanding U.S. Consumer Sentiment During the Coronavirus Pandemic.

The post Has an Interest in Loans and Refinancing Been Affected by the COVID-19 Crisis? appeared first on Resonate.

As we researched the impact of COVID-19 on parents, we specifically looked at people who were searching for content surrounding entertainment and activities for kids while social distancing, concern for safety of children during COVID-19 and the mental wellness of children during social distancing. We analyzed roughly 10 billion daily online events and used AI and predictive modeling to scale these insights to the U.S. online adult population.

What is the right way to speak to this group of consumers in this unprecedented time? What are their values and shopping preferences? What are their current media habits and overall sentiment on COVID-19 and beyond?

Who Are Parents Juggling Children and Isolation?

This group is mostly made up of married women ages 45-54 with kids under 18. They’re mostly stay-at-home moms with an annual household income of $100 – $150K. When it comes to their top personal values they over index for the acceptance of others, everyone being treated equally and safety in their community and nation, which aligns well with the fact that they’re searching for content surrounding the safety of children during this time. When it comes to their psychological drivers, their top motivators are proving competence and skills, optimistic outlook and romantic love.

What Are Their Product and Retail Preferences?

This group leads a very healthy lifestyle – their daily routines involve avoiding soda, limiting calories / fats / salts and being aware of their family health history, which explains why they’re searching for ways to keep their kids healthy and safe during this time. What kind of products is this group of consumers looking for right now? They’re 119% more likely than the average consumer to want products that are good-looking, 103% more likely to want products that are rewarding and 85% more like to want products that are family friendly. When it comes to retailer preferences, this segment is 90% more likely to prefer retailers with loyalty programs, 75% more likely to prefer clean stores and 34% more likely to prefer retailers with a big product selection.

Since in-store experiences aren’t possible right now, it’s important for retailers to highlight their loyalty program and big product selection, and do so in an optimistic way, since they’re motivated by having a positive outlook. Since 80% of this group prefers receiving marketing messages via email, consider sending a weekly email to this group highlighting your most rewarding, best-looking products. Since you know they’re home with their kids, try to highlight products that will keep their kids entertained or activities they can do as a family. Use messaging that’s empathetic, demonstrating that you understand the unique challenge they’re facing having kids home 24/7. Incentivize them by offering a special discount to your loyalty program members or send them the email a day before everyone else so they get exclusive access to new products first.

This group is 259% more likely than the average consumer to share their thoughts with a company, so ask them for their feedback on a certain product or offering. They’re also 73% more likely to shop based on an important issue, so consider highlighting any donations or contributions you’ve made to COVID-19 efforts or charities in order to earn their loyalty and trust. This group is also 60% more likely to make impulse purchases (retail therapy, anyone?), so consider featuring your most exciting products on social media or on your website’s homepage to encourage impulse purchases.

Where Can You Find Them?

So, where can you reach this segment across digital channels? Their top TV networks are: TLC, Bravo and E!. They’re 22% more likely to watch TV via a streaming service, most likely Hulu Plus, Disney+ and HBO Now. They read USA Today, Washington Post and The Wall Street Journal and spend 20-40 hours per week online. Their top social media channels are Pinterest, LinkedIn and Instagram. Consider running media on any of the above platforms in order to target parents at home with their kids.

The most important thing to keep in mind when trying to connect with this group is that you come from a place of understanding and empathy. While a healthy dose of optimism will go a long way with this group, they’re also stretched thin with their children at home 24/7 and will appreciate brands and retailers that provide them with products and services to help them get thru this challenging time.

How Do We Source Our Data?

Curious about how we’re sourcing these insights about the U.S. Consumer in real-time during the Coronavirus crisis? This data is drawn from Resonate’s National Consumer Study, which includes contextual analysis on the impact of COVID-19. This data is tied to the online digital behaviors of over 500 million devices by leveraging AI & predictive modeling to predict the survey responses of the individuals using these devices. With more than 100 questions and 5,000 respondents on COVID-19 there is industry coverage from finance to travel, politics, entertainment, media, retail and more.

Resonate provides approximately 200 million human profiles featuring 13,000+ elements to reveal the deepest understanding of US consumers. This audience analysis includes baseline comparisons between highlighted audiences and the online adult population.

Dive even deeper into the data by downloading our just released report: Understanding U.S. Consumer Sentiment During the Coronavirus Pandemic.

The post How to Connect with Parents Juggling Children During Quarantine appeared first on Resonate.

Harnessing powerful consumer intelligence about who these shoppers are will help brands and retailers build more resonant products and services, create more compelling creative and develop personalized experiences. We analyzed four kinds of shoppers in Resonate’s consumer intelligence platform, and below is an in-depth look at one of those four audiences—the personal values shopper.

Resonate’s insights on personal values are based on the Theory of Basic Human Values by professor Shalom H. Schwartz. He identified 19 personal values that are vital to predicting purchasing behaviors. They’re organized into four main categories: Openness to change, self-transendence, self-enhancement, conservation.

Learn more about these four types of consumers and how their personal values affect their purchase decisions. Click here to see the full infographic.

The post [Infographic]: How to Connect With Today’s Personal Values Shopper appeared first on Resonate.

View the infographic below to learn more about Resonate’s farm-to-table data and insights and managed media services.

Ready to learn more? Request a custom demo.

The post [Infographic] The Best Campaigns Sprout from the Best Data appeared first on Resonate.

Star Tribune, the fifth largest newspaper in the country, tapped into Resonate’s consumer intelligence platform to better understand its 275,000 print and digital subscribers and to learn how and where to engage prospective subscribers outside of Star Tribune’s virtual walls. We recently chatted with Steve Yaeger, Star Tribune’s Chief Marketing Officer, to hear more about how deep consumer insights impact a publisher’s revenue and subscriber growth.

Resonate: How is Star Tribune using Resonate’s insights to drive content?

Steve Yaeger: We use it less for content development and more for telling about my audiences’ habits and preferences. For example, our subscribers are four times more likely to be on LinkedIn than on Facebook or Twitter. That was eye-opening and inspires a conversation with our managing editor about content strategy, not about story types. My marketing team puts energy and resources into Facebook as a vehicle to engage people and get them over the hump as subscribers. We’re missing an opportunity, or at least have our resources misallocated if my subscribers index so much higher on LinkedIn.

My team also makes use of the content that our newsroom produces to chase potential subscribers. We’re using Resonate tags on our site to look at what’s attracting people and what’s resonating with people and using that content to get readers in our newsroom’s wake and amplifying and recirculating content to attract readers and hopefully convert them.

Resonate: Have you changed your messaging or the types of offers you make to prospective subscribers based on Resonate’s insights?

Steve: We’re at the front end of that, and the audience insights help us narrow in on specific things that we could target or message to. We’re always testing different things. For example, Resonate’s insights show that our subscribers are heavy users of sports apps, even more so than news apps. We’re thinking through what that means in terms of offer placement and targeting.

Resonate: Could you quantify that ROI in the advertising sales process?

Steve: What our sales team shares with advertisers from Resonate either validates what they know about their audiences or opens their eyes to things they didn’t know. The Resonate information we share with advertisers is strengthening relationships and leading to renewals.

Resonate: What other impact has the platform had for Star Tribune?

Steve: We bring in new marketing and creative agencies to refresh our thinking and help us create new offers and programs. We’re able to get them up to speed on our audiences very quickly because of the quality of Resonate’s reports, which match up with data I’ve been looking at from our other partners. I think about a day when I might be able to turn off those other expenses and rely on a smaller portfolio of partners like Resonate.

Resonate: What’s another big challenge you’re grappling with right now as a media company?

Steve: There’s a whole giant ecosystem of media companies operating in the subscription economy. We’re all going after a finite number of households and there’s a limit for how many digital subscriptions they’re willing to purchase. If you think about who’s targeting a household in Minneapolis/St. Paul, it’s not only the news media, but it’s also Amazon Music, Apple Music, Spotify, Sirius, Netflix, Hulu. These companies are vying for the same finite pool of subscribers in my market to pry loose a certain amount of their digital subscription budget per month. I need to understand the intersections between what I offer as a subscription product and what all these others are offering. The struggle is going to be to break that relevance barrier and end up in that tier of four, five, six subscriptions.

Resonate: Have you realized the potential of using our research as a way of having a more streamlined research partner stack?

Steve: For sure. It’s not, ‘Now I get this data from Resonate so I can drop this thing.’ It’s that the data I get is better, more relevant, more interesting. I don’t have a source that could have given me that insight about LinkedIn usage. It’s the stuff that’s new and different and more valuable that pulls you in the direction of Resonate.

Another way that we’re starting to use Resonate is I have a sizable reader panel of 2,500 regular Star Tribune readers who agreed to be surveyed regularly about our content, our advertising, our products, our services, etc. The data I get from that panel largely reflects the sentiments of a print reader. Before Resonate I didn’t have a way to understand what our digital reader thinks of that same content on our digital platforms. Now I have a much more well-rounded view of how our audience is responding to a given type of content or story. It’s a much richer picture for editors of how our audiences are responding to the work they’re doing.

Resonate: What’s your current market size and how are you expanding?

Steve: Today about 15% of my subscribers come from outside the core Twin Cities metro area, but this year we’re investing in attracting more subscribers in greater Minnesota outside the metro. We’re going into at least one market with a pilot product. Resonate will figure in there somehow in terms of how we look at and target that market.

Get the whole story of how Resonate helped Star Tribune innovate and retain 80% of its advertisers with deep consumer insights.

Learn more about how deeper consumer insights are fundamental to the success of your business and request a demo.

The post How A Large Publisher is Growing Readers and Revenue with Insights appeared first on Resonate.

• Newspaper industry declining for more than 15 years
• One-third of large U.S. newspapers suffered layoffs since 2017
• Digital advertising revenue across all outlets, including news, growing and comprising 44% of all advertising revenue

CLIENT BACKGROUND

The Star Tribune is a daily print newspaper and online news site in Minnesota. As the largest newspaper in the state, it’s read by 1.4 million adults every week and online. The Star Tribune came to Resonate to:

• Differentiate itself in the market
• Scale ad sales revenue
• Maximize yields and increase retention rates by helping their advertisers better understand consumer audiences

SOLUTION

Star Tribune tapped into Resonate’s real-time consumer insights, proprietary data and DMP functionality—all built into one easy-to-use SaaS solution.

With the Resonate Platform, Star Tribune was able to:

• Build more accurate custom audiences for advertisers
• Provide advertisers with strategic insights, actionable data and reports
• Reduce third-party data costs
• Increase digital revenue

RESULTS

• 90 days to complete insights to activation rollout
• 51% saved on data costs
• 20%-40% increase in RPM when utilizing Resonate data for enhancing advertising buys
• 15% increase in digital revenue YoY (30% directly attributed to Resonate)

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