CMYK Audience Reaches 65+ Ethnic Groups to Enhance Behavioral Targeting Across Personal Computers and Mobile Devices
NEW YORK – Leading cultural ad agency Gravity officially launches its agency trading desk CMYK Audience. The trade desk effectively becomes one of the largest of its kind to reach more than 65 ethnic audiences online within the United States.
Following a number of years relying on third parties to secure audience segments combined with our growing client base demanding improved effectiveness and efficiency, there was only one option: create our own trading desk
CMYK Audience is capable of targeting these ethnic audiences online whether they are surfing the Web on their personal computers, tablets or smartphones. The ethnic segmentation combined with more commonly-used behavioral segmentation enables Gravity to be more effective at targeting online which greatly benefits its clients and marketers in the cultural space.
“Whether we need to target affluent, females from Argentina and China who shop for luxury items or young Ukrainians and Vietnamese who are into urban music and basketball online– we can do that,” says David Scott Jr., Vice President of Media at Gravity. “With the browning of America, we are at the forefront of targeting these ethnic audiences.”
The mobile capability of CMYK Access is extremely important given that more than 60% of both Asians and Hispanics are reachable through smartphones or tablets. Gravity confirms that Hispanics are far more likely to use mobile as their default device to get online, especially to stream music or video content. Personal computers are less common in Hispanics households. Conversely, Asians are multiple device users. They will be on personal computers at home and work as well as mobile devices simultaneously. Their life revolves around technology devices and Internet access.
Like other agency trade desks, CMYK Audience is a platform that uses data and technology to help advertisers more effectively purchase audiences at scale across digital media. The difference is that Gravity has built a custom trade desk enabling them to segment the online audience by country of origin in addition to their online behaviors.
Trade desks are commonly found in holding companies such as WPP (Xaxis), Publicis (Audience On Demand) and IPG (Mediabrands). Few of the small-to-medium-sized agencies have their own custom trade desk and tend to rely on third-party companies such as Adadya (formerly Ozone Media), Asian Media Group or direct site buys. Gravity recognized that no other full service advertising agency trade desk could target as many ethnic audience segments placing it in a category of its own.
“Following a number of years relying on third parties to secure audience segments combined with our growing client base demanding improved effectiveness and efficiency, there was only one option: create our own trading desk,” explains Boris Litvinov, Senior Manager of Digital Media Planning and Buying at Gravity. “Gravity is now able to reduce ad spending costs by as much as 30% for its clients which is reinvested into working online media.”
Forrester Research describes trade desks as a centralized, service-based organization that serves as a managed service layer, typically on top of a licensed demand-side platform (DSP) and other audience buying technologies; manages programmatic, bid-based media and audience buying. Works as an agency’s internal “center of excellence,” supporting agency teams wishing to tap into this new buying model on behalf of agency clients.
ABOUT GRAVITY
Founded in 2008, Gravity is an award-winning, full-service cultural advertising agency recognized by Advertising Age as the number one cultural agency in the United States and by INC as one of the fastest growing private companies in the country. The agency’s diverse client roster includes Caesars Entertainment, Comcast, Cohen’s Fashion Optical, Christofle, IDT Telecom, Singapore Tourism, and Western Union. Gravity has offices in New York City, Los Angeles and Paris, visit www.mediagravity.com.
via BusinessWire
