Hotspex Taps Google for Contextual Targeting Launch

Employee-owned research firm Hotspex has combined its behavioural science toolkit with Google's machine learning technology to develop an ad targeting solution claiming to boost brand metrics and purchase intent.

Hotspex applies System 1 implicit and System 2 explicit measurement to uncover the conscious and non-conscious drivers of consumer behavior; then uses marketing science to apply this to accelerating brand growth. The firm also boasts consumer panels with access to more than four million households in over 40 countries.

The new solution has been developed to enable marketers to move beyond the 'who' to target, to the 'who + when' to drive better media efficiency and view experience, and the firm says it has mapped thousands of emotional constructs to drive this contextual targeting. In a pilot with five global brands and more than a billion YouTube impressions, Hotspex says skip rate fell 18%; brand lift rose 65%; and stated purchase intent rose 71% for aligned ads/content compared with non-aligned ads/content.

Shane Skillen (pictured), Hotspex CEO, comments: 'Consumers are tired of being jarred by advertising and have many options to opt-out of the experience entirely with Netflix, PVRs and ad blockers. If brands and content can better align, then consumers will be more accepting and ultimately the advertising ROI will improve. With all the recent news of GDPR and data privacy, this solution focuses much more on the when versus the who and will help ensure marketers can most efficiently build brands and drive sales'.

Web site: www.hotspex.com .