The allure of precision targeting in advertising is undeniable because of the promise of reaching “the right person with the right message at the right time”. However, the reality is far more nuanced and the truth is, many advertisers and their agencies are spending far too much time, effort and money in pursuit of the impossible.
Ultimately, the end goal of using data for targeted marketing should be increasing the likelihood of reaching the people you want to reach, not finding and reaching them exclusively. It’s about using data to sharpen your targeting, not labouring for complete precision.
To champion this ethos, the7stars has partnered with Starcount to launch Gravity Connect, a proprietary data solution that enables consistent audience targeting across omnichannel media through the power of Geo, all while leveraging high-quality data and ensuring transparency.
Starcount specializes in understanding people, their motivations, and behaviours through advanced geo-behavioural modelling. This involves bringing together the market’s best consumer data sets across demographics, social media interests, banking spend behaviours, panel responses, TV viewing and mobile movement data into one data united platform so advertisers can understand what their target audiences are doing with a dynamic, up-to-date, behavioural view, whilst respecting data privacy.
The beauty of using Geo also brings a multitude of benefits.
- Geo is a universal currency that provides a matching key to bring together a combination of data sources which can be mapped together for powerful insights and audience creation.
- Geo is available as a targeting solution across omnichannel whether OOH, TV, mail, audio or digital programmatic creating a connected media plan that’s consistent and measurable.
- Most importantly, Geo is future proofed against privacy law changes as it is anonymised and aggregated, whilst still providing a granular and accurate targeting solution.
Ultimately this means Gravity Connect is effective at connecting every part of the campaign journey from insights, to planning, all the way through to activation and measurement.
Together, the7stars and Starcount have partnered to deliver a powerful and flexible solution that enables consistent audience targeting across channels, leveraging high-quality behavioural data and ensuring privacy and transparency on behalf of the UK’s leading brands.
‘At Starcount we are in constant admiration of the7stars agency’s drive to innovate and build best-in-class capabilities to support their clients. The team has a laser-focus on using data & technology to create advertising that connects with customers in an authentic way – whilst always keeping consumers’ privacy front-of-mind.’
– Rowena Humby, CEO Starcount
“The challenges of media fragmentation, signal loss, and supply chain complexity have never been bigger for our clients. We’re delighted to partner with Starcount to help our clients address these. Their advanced geo-behavioural behavioural modelling is a real game-changer helping us define, understand, and activate audiences in a durable and consistent way, from a point of scale. They’re now a fundamental part of our Gravity Connect actionable audience ecosystem.”
– Adam Chugg, Head of Data & Technology at the7stars
