Auteur/autrice : connectedindev

Recently I discussed how consumer behaviour, despite the historical inflation we are all experiencing is still following well established monthly patterns according to Moneris: Average Transaction Size month to month ’peak to trough’ over the last 2 years has operated within historical ranges. Canadian spending patterns appear relatively the same seasonally on key items like Apparel and Groceries with less spend in January and summer months and more in May and December.

To add to this, a new study by Moneris and Angus Reid group shows that the actual ATS has increased over the last few years, but actual Transaction Counts have decreased indicating the presence of some behavioural adjustments as people spend less often but when they do spend, they spend more, perhaps as a result of inflation.

Spend Data Comparing July 2019 and July 2022

Looking at this data from this summer vs. 2019, people spent more on summer fun but less often –perhaps hitting places like amusement parks less frequently due to rising prices.

With rumours of another interest rate hike, purchase data can be used as an accurate barometer on how macroeconomic trends are impacting the day-to-day decisions of ordinary people navigating everyday life.

For thousands of actionable data and audience segments from Moneris and Connected Interactive, check out datadesk.io and feel free to reach out with questions or comments.

The Trade Desk Advertisers gain new insights to audience segments, using Moneris data, for Canadian marketplace.

Toronto, Ontario – September 15, 2022 – Connected Interactive, a leading Canadian supplier of retail and data-based audiences for the digital marketing ecosystem, today announced a first-of-its-kind integration with global advertising technology leader The Trade Desk to give digital advertisers more data-driven insights into their audiences in the Canadian market.

The new integration provides advertisers on The Trade Desk with access to custom audience segments based on retail purchase data via Moneris Solutions Corporation (‘Moneris’), a leading provider of unified payment solutions in Canada. Access to programmatic-buying platform with custom audience segments, based on data from more than 325,000 merchant locations across Canada, is a first for media buyers. It also marks the first time advertisers on The Trade Desk have access to custom audience segments based on offline card transaction data from Moneris.

Currently, brands and marketers are actively searching for better ways to use data to identify their audiences. With 27 million consented devices and identities corresponding to over 850,000 6-digit postal codes, Connected Interactive provides advertisers with the audience data they are looking for to reach consumers efficiently.

“With hundreds of different categories covering purchase behavior amongst Canadian consumers, this is the most comprehensive set of audiences available for retail behavior in Canada and has been anticipated for some time. Now having them available in The Trade Desk makes them even more widely accessible to the top digital marketers and brands,”, noted founder and president Lyle Wagner.

“Retail data has become the holy grail for advertisers as they look to close the loop between advertising spend and in-store sales. The ability to reach consumers, using purchase-based signals is huge to our clients in the Canadian market,” said Jay Goebel, General Manager, Data Partnerships, The Trade Desk. “This partnership highlights the power of data and performance to activate media campaigns that are measurable across the open internet.”

“Reaching the right audience is critical when it comes to advertising,” says Sanjeev Chib, Managing Director of Spendscape, Moneris’ data solutions subsidiary. “Through Connected Interactive, Moneris’ data allows The Trade Desk’s clients to seamlessly utilize audience segments to optimize media buys for a more meaningful impact.”

About Connected Interactive:
Founded in 2011 Connected Interactive is a performance marketing technology company with offices across North and South America specializing in unique and scalable audience solutions based on purchase behaviour and psychographic data for digital marketing. Newly developed datadesk.io was built to be an audience-on-demand solution laserfocused on high-quality data. The platform allows advertisers to utilize over 20,000 behavioural segments linked to millions of devices to drive actionable insights, results and reach for agencies and brand marketers looking to enhance their user targeting capabilities.

About The Trade Desk:
The Trade Desk™ is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize digital advertising campaigns across ad formats and devices. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in Ventura, CA, The Trade Desk has offices across North America, Europe, and Asia Pacific. To learn more, visit thetradedesk.com or follow us on Facebook, Twitter, LinkedIn and YouTube.

Vividata, Canada’s authoritative source for consumer and cross-media insights, and the leading provider of cross-platform audience measurement is pleased to partner with Connected Interactive, a leading provider of digital media buying, analytics, and audience solutions, through their datadesk.io platform.

Vividata subscribers can now leverage the many targets and segments built by Connected Interactive (CI) when looking to activate on The Trade Desk, DV360 and others. The targets were built by CI who mined Vividata’s thousands of variables. Delivered through the lens of the Environics Analytics Prizm system, the CI SCC targets permit advertisers to reach users across more than 30mm devices in Canada that are linked to 875,000+ plus postal codes, allowing for the most granular targeting available in Canada, which is still being privacy sensitive and compliant.

“We are proud to partner with Vividata to offer their members the most effective way to utilize the SCC’s unparalleled insights covering the most robust range of psychographic, lifestyle, and demographic attributes available to Canadian marketers”, said Lyle Wagner, President and founder of Connected Interactive.

As agencies and media companies increasingly seek full cross-media capabilities from a trusted industry source, it’s essential that Vividata’s research is available for activation and programmatic buys. Connected Interactive, as a long-time supplier of retail and data-based audiences for the digital marketing ecosystem, is well-positioned to make this connection for agencies, advertisers, and media companies.

“Working with the Connected Interactive team to expand access to our SCC data within programmatic platforms offers an immediate benefit to digital media buyers. It also marks another step forward in the delivery of full cross-media capabilities through our studies” says Tosha Kirk, VP Client Solutions at Vividata.

Connected Interactive will facilitate this access across any DSPs/platforms as required. Vividata members are encouraged to reach out to Lyle and Tosha to ensure appropriate DSP seat IDs are linked to their accounts for whitelisting to access the data.

In today’s digital age, establishing meaningful connections with your target audience is paramount for the success of any business. With consumers inundated with a constant stream of information and advertising, cutting through the noise to engage with potential customers requires a strategic approach. Fortunately, advancements in technology have provided businesses with powerful tools and platforms to reach their audience more effectively than ever before.

One of the key aspects of harnessing technology for targeted audience connections lies in the realm of data analytics. By leveraging data insights, businesses can gain a deeper understanding of their audience’s preferences, behaviors, and needs. This information allows companies to tailor their marketing efforts to resonate with specific demographics, increasing the likelihood of capturing their attention and driving engagement.

Personalization is another crucial component of effective audience connections in the digital age. With the help of technology, businesses can deliver highly personalized experiences to their audience across various touchpoints, from email marketing and social media to website interactions. By serving relevant content and recommendations based on individual preferences and past interactions, brands can foster a sense of connection and loyalty with their audience.

Furthermore, technology has revolutionized the way businesses communicate and engage with their audience. Social media platforms, for example, offer unparalleled opportunities for brands to interact directly with their customers in real-time. Through engaging content, interactive features, and community-building initiatives, businesses can forge genuine connections with their audience, fostering brand advocacy and loyalty.

In addition to data analytics, personalization, and social media engagement, emerging technologies such as artificial intelligence (AI) and machine learning are reshaping the landscape of audience connections. These technologies enable businesses to automate and optimize various aspects of their marketing efforts, from ad targeting and content creation to customer service and support. By harnessing the power of AI-driven algorithms, businesses can deliver more relevant and timely messages to their audience, increasing the effectiveness of their marketing campaigns.

 

Moreover, technology facilitates seamless omnichannel experiences, allowing businesses to maintain consistent and cohesive messaging across multiple platforms and devices. Whether a customer is interacting with a brand through their website, mobile app, or social media, technology enables businesses to deliver a seamless and personalized experience at every touchpoint.

In conclusion, harnessing technology for targeted audience connections is essential for businesses looking to thrive in today’s competitive marketplace. By leveraging data analytics, personalization, social media engagement, and emerging technologies, businesses can create meaningful connections with their audience, driving engagement, loyalty, and ultimately, business success. As technology continues to evolve, businesses must remain agile and innovative in their approach to audience connections, staying ahead of the curve to deliver exceptional experiences that resonate with their target audience.