Native content network, Avid Collective, announced the launch of its native content targeting solution, Avid Data.
Avid Data includes consumer data segments 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.
Avid Data includes Avid’s proprietary set of audience segments, which have been generated through substantial investment in first-party data collection.
The launch of Avid Data 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.
Avid Collective Managing Director, Luke Spano: “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.”
Avid Collective has worked with clients including eBay, Coles Liquor, Unilever, Destination NSW, Pernod Ricard, Dell, Coca-Cola Amatil, Zambrero, Citibank and BridgeClimb.
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