Â “Art is a Passionate Affair” by Florida artist Emily Ashworth
AnÂ Adweek article introduced me toÂ a newÂ term new in audience segmentation: Passionistas.
These are theÂ 17 to 31 percent of the audienceÂ who are “highly-engaged” with a brand. Passionistas more likely to createÂ buzz whichÂ makes them worthÂ reaching and motivating. The questionÂ being how.
The article said a study conducted by Yahoo and the researchÂ firm MediaVestÂ (part ofÂ the French advertising conglomerate Publicis Group) found there was not a great deal of difference to the response rates of in-contxext ads as opposed to plainÂ old run of the mill advertising. The story quotes MediaVest present and study coordinator Jim Kite:
“Targeting the right people is more important thanÂ the content.”Â
TheÂ findings undermine the case for charging aÂ premium forÂ contextual matching, as in Google Adwords, where the advertisers pays more to stream the dog food ad, for instance,Â alongside copy that contains the word “dogs.”
Contextual approachÂ vies withÂ another alternative to run of the mill advertising. ThisÂ competing methodÂ is behavioral targeting — collecting information on consumers so the ad server knows thatÂ the person hasÂ visited many dog sites andÂ is thereforeÂ a likely candidate for dog products. (Either that or isÂ dogÂ because on the Internet no one knows.)
A line at the end of the story suggests that passionate consumers seek out messagesÂ regarding their brand.Â It doesn’t matter if theÂ exposure isÂ in or out of context. AÂ billboardÂ orÂ the ad inÂ the magazine in theÂ next person on theÂ bus is enough to get attention. The passionistas care.Â SaidÂ Yahoo’sÂ Edwin Wong:
“If a brand aligns with a passion it doesn’t matter where the audience is.”
The implicationÂ is thatÂ preaching to the choirÂ may beÂ the best strategy for brands. And itÂ may notÂ much matter how the pitch is delivered. Apparently interestÂ and passion are fellow travelers.Â