Native content network, Avid Collective, has announced the launch of its new native content targeting solution, Avid Data.
Avid Data encompasses a range of data-sharing agreements to give Avid access to consumer data segments that leverage data points from suppliers such as Unpacked by Flybuys, Roy Morgan, Nielsen, Domain, Lotame, and Eyeota. These partnerships provide access to a valuable trove of audience segments based on de-identified consumer data for use by Avid Collective on its campaigns.
It further improves the company’s targeting strategies, deepening Avid’s value proposition of creating and distributing personalised native content at scale, which has been fundamental to the company’s growth over the last few years.
Avid Data includes Avid’s proprietary set of audience segments, which have been generated through substantial investment in first-party data collection.
The launch comes one month after the launch of Avid’s proprietary marketing platform, AVA.
The Avid Data solution allows advertisers to leverage native content in targeting consumers with precision, by accessing an immense variety of data points, including:
• Previous content consumption
• Purchase history
• Products owned
• Detailed demographic and psychographic profiling.
For example, it can see challenger brands use the data from past purchases of the other category leading brands or products to help better understand and drive future market share.
The ability to utilise these types of data segments, when amplifying native content through publisher channels, enables advertisers to leverage a trusted voice when delivering content and brand messaging to their perfect target audience. This enhanced targeting increases the relevancy of a brand’s message, which greatly improves the impact of their advertising spend.
Believed to be the first of its kind for independent publishers in Australia, Avid Collective managing director, Luke Spano, said: “We are very proud to launch Avid Data to the market given the demand we see for better targeting capabilities in native content campaigns. Extensive targeting capabilities are a mainstay of traditional digital advertising but are often ignored for native content campaigns, despite the significant opportunities they present.
“Avid Data enhances our native content offering by allowing us to provide deeper levels of specificity and relevance for consumers when we are amplifying content.
“Native content is already exceptional at moving audiences through the funnel from awareness into consideration, by adding deeper levels of targeting and adding the ability to segment audiences based on stage-of-funnel, we are able to multiply the advertising opportunity for our customers whilst preserving relevancy of content for consumers.”