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Utilising Acxiom InfoBase® insights for advertising success
Enhancing advertising outcomes through strategic audience profiling
In today’s digital age, consumers are inundated with a constant stream of marketing messages, making it challenging for businesses to stand out. Smart customer intelligence can provide a significant edge in improving engagement. spiked, a distinguished current affairs magazine, recognised they needed to understand their audience better and embarked on a journey to gain deeper insight into its readership. This case study delves into how spiked utilised Acxiom’s InfoBase to profile their readers to overcome these challenges by refining its advertising strategy and achieving better results.
Understanding and effectivelycommunicating with readers
spiked boasts a rich 23-year history as a digital current affairs
magazine. However, the digital landscape is dynamic, and staying
relevant requires understanding the audience on a granular level.
Vivien Regan, the Operations Director at spiked, shared some
critical challenges the magazine faced:
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Lack of audience insight: While the magazine is freely accessible, the team needed a deeper understanding of their demographics, lifestyles, and behaviours.
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Identifying relevant advertisers: To sustain its operations and revenue, the magazine needed to identify potential advertisers whose products or services aligned with its readers’ interests and preferences.
Campaign objectives
spiked aimed to deeply understand its
audience for better engagement.
Approach
They partnered with Acxiom and InfoBase
to profile their readers, gaining insights into
their demographics and behaviours.
Results
Using InfoBase, spiked quickly received
valuable audience insights which they
incorporated into their advertising strategies.
Key stats
spiked got their report in under a week and
effectively attracted advertisers aligned with
their audience.
Utilising Acxiom’s Infobase to profile their readers
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Deeper audience understanding: Allowed spiked to gain a more comprehensive understanding of its readers. This valuable insight served as the foundation for tailoring advertising and marketing strategies more effectively.
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Enhanced advertising communications: Improved understanding of their audience, empowered spiked to design more effective ad campaigns. These campaigns were carefully crafted to resonate with their readers, ensuring that the ads were not only relevant but also engaging.
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Attracting relevant customers: The customer insight played a pivotal role in identifying potential advertisers whose products or services were a good fit for readers, enabling the magazine to establish meaningful partnerships with brands that naturally resonated with their audience.
“For us it’s not just about reaching out to brands. The perfect
marriage is when we introduce our readers to something they are
interested in hearing about. We have taken our time to understand
what readers like, and so it’s genuine, we’re offering something
genuine. It’s important to have that relationship that works between
the brand, our readers and ourselves.”– Vivien Regan, Operations Director, spiked
Implementation and results
One notable result of implementing InfoBase Profiling was the rapid turnaround time. spiked received the report from Acxiom in under a week. This efficiency proved invaluable, as it allowed the magazine to swiftly incorporate the insights
into their advertising strategies.
Yet, the true impact was witnessed in the magazine’s outreach to brands and advertisers. By showcasing the insights gleaned from the report, the magazine could effectively demonstrate the alignment between their readership and potential advertisers. This approach generated substantial interest from brands seeking to reach their target audience.
“Acxiom are great at their job. We received a really good, detailed
report that we can rely on. And there’s two other companies that
I know work with Acxiom who said the same thing. From start to finish they delivered a really professional service. I think Acxiom gained a reputation through the work they’ve done rather than the bells and whistles.– Vivien Regan, Operations Director, spiked
Time-to-insight
spiked received the insight report
from Acxiom in under a week,
highlighting the rapid turnaround
time and efficiency of the process.
Successful brand partnerships
The insights garnered led to a
streamlined and effective sales
approach. Advertisers recognized
the inherent value in advertising
with spiked.
Future implications
spiked recognises that the insight gained from profiling using InfoBase will become a cornerstone of its advertising revenue strategy. The insights not only demonstrate the alignment between their readership and potential advertisers but also pave the way for lasting relationships with brands. This commitment to relevance and authenticity in advertising ensures that spiked maintains a trustworthy and valuable experience for its readers. Furthermore, spiked plans to continuously incorporate these insights into its advertising communications. This ongoing effort ensures that content remains engaging and tailored to the interests and preferences of their readers
“Moving forward, InfoBase Profiling is going to be at the heart of
what we use to gain advertising revenue. It’s going to help us show advertisers that our readers are their customers. And therefore, allow us to build up a relationship with those advertisers, which is also very important.”
– Vivien Regan, Operations Director, spiked
