A pivotal tool for media planners and advertisers, ConsumeriQ equips media planners and advertisers with deeper insights into audience archetypes by revealing their personality traits, interests and motivations that drive their digital/online behavior. It provides them with valuable insights to create and place content that would deliver higher audience engagement:
ConsumeriQ’s game-changing features will redefine content planning and placement of content on different digital channels.
ZIRCA commissioned IMRB to perform an extensive quantitative and qualitative research across various cities to come up with a psychographic segmentation of the Internet consumers in India; this was based on their answers to a series of questions about their preferences, needs and motivations. These psychographic profiles are known as archetypes.
The tool gives media planners and advertisers relevant content categories, content types and content format preferences by archetype. Content insights derived from this proprietary research will be critical for creating and publishing content on relevant digital channels. This will enable the audience to find content that resonates with them at a much deeper level.
Content, unlike traditional disruptive display ads, enables brands to deliver their message in a more subtle, non-intrusive way via native articles/sponsored content. But, such pieces of content are often more information-heavy; this means an audience needs to spend more time engaging with content versus engaging with a traditional ad. So, time spent needs to be considered to evaluate content effectiveness.
The Reach-Depth-Multiple (RDM) metric helps evaluate content because it combines Reach and Time Spent; this is a more accurate measure of content effectiveness and relevance. Marketers can then identify and rank digital platforms based on content effectiveness and relevance among their target audience. RDM-based content planning is a departure from traditional reach-based media planning because it enables media planners to create the right content for the right audience.