Marketers are searching for better ways to connect with their audiences across screens and prove results. Optimum Media is at the forefront of this development, helping brands plan, activate, and measure campaigns across linear TV, addressable TV, connected TV (CTV), digital, and social platforms.
To support this approach, Optimum Media partners with Experian, combining their subscriber data with Experian’s trusted audience and identity solutions.
Together, we help brands not only find the right consumers but also understand their behaviors and measure real outcomes. Here’s how Optimum Media and Experian are working together.
Build a complete customer view with rich data from Experian
Optimum Media starts with strong first-party data, including viewership and exposure information from millions of households. However, reaching a deeper understanding of these audiences requires more than what subscriber records alone can offer.
Through Experian’s Marketing Attributes, Optimum Media gains access to thousands of demographic and behavioral attributes to its data sets. These attributes—such as income ranges, lifestyle interests, and retail purchasing behaviors—help advertisers build a more complete view of the consumer.
“We work with trusted partners like Experian to deliver the additional audience insights—like demographics and lifestyle—that are critical for our clients’ success.”
Natalia Irmin, Sr. Director, Strategic Partnerships, Optimum Media
Combining Experian’s Marketing Attributes with Optimum Media’s subscriber footprint helps brands segment audiences more precisely, develop refined media plans, and tailor messaging based on the real behaviors and interests of consumers.
Move beyond basic targeting with Audience Engine
To support more personalized and scalable targeting, Optimum Media uses Audience Engine—Experian’s self-service platform for audience management and activation.
Through Audience Engine, Optimum Media can:
Access Experian’s syndicated audiences
Not just what’s available directly on their platform.
Build custom segments
Using Experian’s demographic and behavioral insights.
Tap into our data marketplace
To explore additional segments from Experian and our Partner Audiences through trusted third-party providers.
These tools give Optimum Media and its clients the ability to move beyond basic targeting. Whether a brand wants to reach families preparing for back-to-school shopping, in-market car buyers, or upscale consumers planning home renovations, Audience Engine makes it possible to identify and activate those audiences with greater accuracy—based on real data, not guesswork.
Extend campaign reach with Experian’s Digital Graph
While Optimum Media has a substantial owned footprint, they often work with advertisers who need to extend reach beyond traditional subscriber bases. To support this, they rely on Experian’s Digital Graph.
Our Digital Graph connects mobile ad IDs (MAIDs), IP addresses, CTV IDs, and hashed emails into unified household and individual profiles. This enables Optimum Media to identify and reach audiences outside of their network with the same level of accuracy as inside it.
For even deeper audience insights, Digital Graph can be bundled with Marketing Attributes. This combination helps advertisers go beyond basic targeting to include real-world behaviors like shopping habits, travel preferences, and lifestyle characteristics.
The result: campaigns that do more than deliver impressions—they connect with the right households across any channel.
Turn viewership into measurable business outcomes
One of the biggest challenges in multiscreen advertising is connecting exposure to real business results.
With Experian’s solutions, Optimum Media can:
- Plan based on audience behaviors across screens, not just age and gender demographics.
- Activate household-level audiences across linear, CTV, digital, and social.
- Measure campaign performance using unduplicated reach, frequency, and attribution across devices.
By offering advertisers access to a more complete consumer profile and maintaining consistent measurement across channels, Optimum Media and Experian help clients make better decisions about where to spend and how to adjust strategies over time.
Why the Optimum Media and Experian partnership delivers
- Deeper audience understanding: By combining first-party viewership with Experian’s demographic and behavioral data, advertisers gain a fuller picture of who they are reaching.
- Seamless cross-platform execution: Identity solutions like Digital Graph allow brands to reach audiences across multiple devices and channels without losing precision.
“Optimum Media has been instrumental in helping Experian strengthen the precision, quality, and real-world applications of our data. Their ongoing feedback is invaluable in making sure our solutions continue to meet client needs and perform at the highest level.”
Chris Feo, Chief Business Officer, Experian
With a single, trusted partner offering both identity and audience solutions, Optimum Media avoids the complexity many advertisers still face when piecing together different data sets and vendors.
“Having Experian’s identity and audience solutions under one roof makes it easier for us to plan, reach, and measure across every channel. It’s a complete solution that simplifies advertising and improves performance.”
Natalia Irmin, Sr. Director, Strategic Partnerships, Optimum Media
Start building better campaigns with Experian
Ready to improve your audience targeting and measurement strategies like Optimum Media?
Connect with our team today to learn how Marketing Attributes, Audience Engine, Digital Graph, and our other solutions can help you build stronger, more measurable advertising campaigns.
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About Optimum Media
Optimum Media is a multiscreen advertising business that partners with small and medium businesses, as well as national, political, media and entertainment, and agency clients across the United States. They work with advertisers to develop custom multiscreen advertising solutions powered by proprietary technology and a massive aggregated database of audience data points and TV viewership data.
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NEW YORK, May 4, 2016 /PRNewswire/ – Tapad, the leader in cross-device marketing technology and now a part of Experian, has been honored with two iMedia ASPY Awards. Announced on May 3rd at the iMedia Summit in Lost Pines, TX, Tapad's 2016 ASPY Awards include "Best Customer Service" and "Best Mobile Partner." In 2015, Tapad's proprietary technology, Tapad Device Graph™, was named "Best New Media Innovation" and Tapad employee Chris Martin was awarded the "Rising Star Award." The iMedia ASPY Awards – determined exclusively by agency votes – recognize the industry's top marketing technology, media companies and publishers for outstanding service to agencies. The award for "Best Customer Service" recognizes Tapad's client services team and their dedication to helping agencies fully understand their consumers' behavior and achieve the best cross-screen campaign ROI through Tapad's Campaign Pulse and TV Pulse analytics reporting. The "Best Mobile Partner" win recognizes the abilities of the Tapad Device Graph™ to deliver unified cross-screen solutions for the company's partners. "We are privileged to have a talented and dynamic group of people on our client services team, and we are honored to be recognized by iMedia Connection and our agency partners," said Tapad Founder and CEO, Are Traasdahl. "We have always strived to provide the best solutions and the best customer support, so it's extremely gratifying to be rewarded for our efforts. If our clients and partners are happy, we are happy." For more information on the iMedia ASPY Awards please visit: http://aspyawards.com. Read the full press release here. Contact us today
Cross-screen marketing tech firm, Tapad, drove unified campaign; partnered with Statiq to measure cross-screen impact on in-store visits LONDON, March 8, 2016 /PRNewswire/ – Carat North completed the UK's most comprehensive digital campaign with Tapad, the leader in cross-device marketing technology and now a part of Experian. Coupled with location-based audience data from Statiq, this marks the first time a UK-company has measured the impact of unified, cross-screen campaign on in-store visits. Carat North served display and video ads to grocery shoppers for the leading retailer ASDA from August through October. During the campaign, Tapad utilized Statiq's audience data to measure which users visited a store after being exposed* to the campaign's ad on multiple devices. The digital campaign demonstrated a lift of 59% for in-store visits when users were exposed to ads on three devices over people who were shown an ad only on onescreen. Those who engaged with the ad were also 411% more likely to visit an ASDA store. Of those who were exposed to an ad, 248% were more likely to visit a store. Impressions served to mobile devices saw the highest success rate with an in-store visit lift of 67%. The campaign leveraged Tapad's proprietary technology, The Device Graph™, which Nielsen confirmed Tapad's cross device accuracy to be 91.2%, to serve ads sequentially on connected devices belonging to the same user. CARAT NORTH: "The ability to know which devices belong to our customer, coupled with the ability to deliver the right ad, and right message, wherever they are and on whatever device they're using, has been something this industry has long needed," said Steve Thornton, Digital Account Manager, Carat North. "We're impressed with the results that have come from the work with Tapad and Statiq for this media-first, and look forward to continuing to offer these solutions to clients like ASDA. Matching unified cross-device capabilities with real insights on campaign performance is an invaluable advantage in the marketing world." TAPAD: "This campaign is a perfect example of the capabilities of cross-device advertising," said Are Traasdahl, Founder and CEO, Tapad. "In addition to reaching users across devices, we're able to analyze campaign results and determine how different combinations of ad exposure, creative type or view frequency affected their decision to visit a location." STATIQ: "As a location data specialist, Tapad is our ideal partner – they are an industry leader and by working with them we are able to determine the impact unified messaging has on real world consumer behaviours," said Dean Cussell, Co-Founder of Statiq. "We believe this type of analysis will significantly aid brands in optimising future ad spend." About Carat North Carat North is a leading independent media planning & buying specialist in digital and non-traditional media solutions. Owned by global media group Dentsu Aegis Network, the Carat network is more than 6,700 people in 130 countries worldwide across 170 cities. Carat defined the sector when established as the world's first media independent in 1968 and is now Europe's largest media network, a position held for more than 15 years. For more information visit www.carat.co.uk About Tapad Tapad Inc. is a marketing technology firm renowned for its breakthrough, unified, cross-device solutions. With 91.2% data accuracy confirmed by Nielsen, the company offers the largest in-market opportunity for marketers and technologies to address the ever-evolving reality of media consumption on smartphones, tablets, home computers and smart TVs. Deployed by agency trading desks, publishers and numerous Fortune 500 brands, Tapad provides an accurate, unified approach to connecting with consumers across screens. In 2015, Tapad began aggressively licensing its identity management solution, the Tapad Device Graph™, and swiftly became the established gold-standard throughout the ad tech ecosystem. Tapad is based in New York and has offices in Atlanta, Boston, Chicago, Dallas, Detroit,Frankfurt, London, Los Angeles, Miami, Minneapolis, San Francisco and Toronto. TechCrunch called the powerhouse Tapad team "a hell of a list of entrepreneurs who created some of the most valuable online advertising companies of the last decade." Among Tapad's numerous awards: EY Entrepreneur of The Year (East Coast) 2014, among Forbes' Most Promising Companies two year's running, Deloitte's Technology Fast 500, Crain's Fast 50, Entrepreneur 360, Digiday Signal Award, iMedia ASPY Award, and a MarCom Gold Award. Read the full release here. *Tapad utilized Statiq's audience data to measure which users visited a store during, or within one month of, being exposed to the campaign's ad on multiple devices. Contact us today
Welcome! Who doesn’t like a warm welcome? Whether your customer is walking into your store or just signed up on your website to receive communications from you, she expects a warm reception. It’s important to make that first impression count. A welcome series helps the conversation open up between the customer and your brand. It sets expectations on the types and cadence of content the customer will receive. Welcome emails also garner 86 percent higher open rates than regular promotional mailings – not too shabby! In a recent webinar, Saks Fifth Avenue shared that they are constantly testing new and current programs to optimize the customer experience. As a result, they discovered that switching from batch-sending welcome emails to sending welcome messages in real time increased open, click and redemption rates significantly. Here’s an example of their welcome series: Saks’ results are consistent with Experian Marketing Services’ welcome email findings which indicate that emails triggered in real time receive up to 10 times the transaction rates and revenue per email vs. those that are batched. A welcome series has also been shown to increase retention by educating customers on new ways to use products and services they’ve purchased from your brand. These emails also can remind customers of the benefits they’ll reap from enrolling in your loyalty programs or credit card. … and welcome back Even if a customer has been welcomed and has interacted with your programs, a day may come when the customer goes silent. Reactivation campaigns are an effective way to get them to re-engage. Naturally, it’s important to target your dormant customers in a variety of channels so you can reach them more effectively. Maybe you’re wondering why I jumped from the warmth of a welcome series right into reality of needing a reactivation campaign. The reason? Marketers need to understand where a customer is in their lifecycle and come full circle with customers if they have parted ways. Marketers can pique the interest of a returning customer by telling them what’s new and reintroducing them to their brand. Carnival® Cruise Lines, for example, sends a welcome-back email that features the newest social networks, offers and deals its customers can take advantage of immediately. At the end of the day, customers expect to receive relevant and engaging messages throughout their entire relationship with a brand. Customer life cycle programs deliver just that. If you’re interested in learning more about welcome campaigns, waitlist/back-in-stock programs and other remarketing strategies, check out our webcast, Driving revenue through customer lifecycle marketing featuring Josh Pratt, Director of Email & Promotions for Saks Fifth Avenue and Saks Fifth Avenue OFF 5TH. Contact us today