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Givsly Has A New Tool For Targeting People Based On The Causes They Support


Everyone buys toilet paper. But most people would rather buy their TP – or any product – from brands that share their values.

Still, even though eight out of 10 shoppers feel this wayaccording to a recent Harris Poll, most brands spend only a small portion of their budget on content marketing, often as little as 5%.

“It’s an archaic way of doing things,” said Chad Hickey, CEO and founder of Givsly, an advertising platform that develops solutions for what it calls responsible media buying, including a pixel that automatically triggers a non-profit donation when someone interacts with an ad.

“If I told you that 80% of your consumers are women, you wouldn’t use this insight for 5% of your campaigns—you’d have it for everything,” Hickey said. “So why not use consumer values ​​in the same way as more traditional audience signals?”

More than face value

With that question in mind, in mid-2024 Givsly began piloting audience segments built on data collected from nonprofits, such as how often people donate to a cause, how much they donate, whether they volunteer, and where they are located. .

Givsly has partnerships with nearly 500 nonprofits, including charities that support animals, the arts, education, the environment, health, human services, civil rights, international aid, and youth mentoring.

With a values-based audience, a brand that supports cancer research, for example, can reach an audience in a particular zip code that regularly donates time or money to the cause.

IPG-owned agency Mediahub was one of the beta testers of value-based audiences, which launched publicly on Monday.

Applying value-based targeting to a media plan is appealing because it enriches a brand’s understanding of its customer base, according to Marisa Halprin, director of programmatic at Mediahub.

“It’s an opportunity to make the customer profile better, bigger and more comprehensive as we learn more about the person and what matters to them,” said Halprin.

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Good performance

Audiences are available programmatically through private marketplaces, and brands activate them through their optional demand-side platforms.

One QSR brand that Givsly engages with a value-based audience heavily promoted its education initiatives in Q4. The brand saw a 30% incremental increase in store visits as measured by a third-party provider.

Still, it’s not easy for tactics that are experimental to gain a permanent place in the media plan.

“It’s hard to put in place what could be considered a passion project,” Halprin said. “But one of the first things Chad ever said to me was, ‘We can help you achieve your goals, but in a more responsible way,’ and that always stuck with me.”

Mediahub has been working with Givsly since 2022 and has since become an “ever-green partner”, she said, “and not just in marketing.

Live and let live

But the elephant in the room is perceived consumer backlash against certain causes, including diversity, equity and inclusion initiatives and efforts to reverse climate change.

After pressure from conservative groups, numerous brands withdrawn support for its climate-related objectives and/or DEIincluding Lowe’s, Walmart, McDonald’s, Toyota, Ford and Meta.

Eight out of ten consumers may say they prefer to spend with brands whose values ​​align with their own, but in some cases that may actually mean supporting brands that No support certain causes.

And that’s actually okay in a way, Hickey said.

“As long as it doesn’t hurt hate speech, I think both sides have to come to terms with people who have conservative values,” he said. “If one of our partners wants to support something more conservative, which I personally don’t agree with, that’s their right and we’ll help them.”

Still, brands need to think about — and appreciate — our country’s diversification, Hickey said, which is a moral issue as much as it can affect the bottom line.

“I’m gay, and when a big retailer tells you, ‘Hey, I’m going back to DEI,’ the fact is they’re going to lose customers like me,” Hickey said. “I can go elsewhere and shop.



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