• MarTech Today
  • Sections
    • Ads
    • Marketing
    • Content
    • Sales
    • Analytics
    • Management
    • Resources
    • More
    • Home
  • Follow Us
    • Follow
  • MarTech Today
  • Ads
  • Marketing
  • Content
  • Sales
  • Analytics
  • Mgmt
  • Resources
  • More
  • Events
    • Follow
  • SUBSCRIBE

MarTech Today

MarTech Today
  • Ads
  • Marketing
  • Content
  • Sales
  • Analytics
  • Management
  • Resources
  • More
  • Events
  • Newsletters
  • Home
Martech: Advertising

Affinity Answers helps brands talk to fans

Today it rebrands its AudiencePlanner tool as FanFinder360°.

Kim Davis on September 17, 2020 at 11:20 am
  • More

Affinity Answers, the marketing data science vendor, today announced the re-branding of its AudiencePlanner tool as FanFinder360° to reflect an increased commitment to serving the media and entertainment industry.

Founded in 2004 as a boot-strap start-up, the company today delivers anonymized social media-based audience insights not just to brands, but for example to political campaigns. The insights can be converted into programmatic audiences, or used to identify web content which matches an expressed affinity and is therefore likely to draw an audience with similar affinities.

Myspace data. The approach has its roots in data from Myspace, the early music-centric social platform. Said Josh Raper, VP Marketing at Affinity Answers, “That was really the first time a platform gave direct, one-to-one access between an artist and a fan. The first model we created was to help record labels better market their artists: the first project was around a Bob Dylan box set that cost around $200, and we created a model to target fans and got something like a 28% conversion rate within a digital marketing campaign.”

Later, the company pivoted from music to a wider range of brands: CPG, travel, retail, etc. Affinity Answers accesses public, privacy-compliant data across all networks available, to create what is in effect a recommendation engine based on cohorts of fans. “If are into this,” said Raper, “then they are most likely into that.”

Rebranding. Originally these recommendations were driven by AudiencePlanner. “We’re rebranding as FanFinder360°,” said Raper, “and we’re doubling down into the media and entertainment industry.

Affinity Answers partners with a range of marketplaces. LiveRamp, for example, said Raper, “provides an activation suite which allows us to activate directly into social channels, addressable, or both digital and video programmatic.”

Beyond lookalike audiences. “Traditional lookalike audiences are based on demographics,” said Raper. “It gives you the idea that you know someone, but doesn’t really paint the edges around a really broad spectrum. Look at the two candidates running [for President] right now. In a lookalike model, they would look like the exact same people. They both live in D.C., same age range, follow politics and golf. But if you dive into the media and organizations they follow, they become polar opposites.”

Why we care. Traditional segmentation based on demographic information has a long history, and social listening has been table stakes for years now. Affinity Answers describes ways to extend those strategies.



About The Author

Kim Davis
Kim Davis is the Editorial Director of MarTech Today. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.

Related Topics

Channel: Martech: AdvertisingSocial Media Marketing

Subscribe to receive daily martech news and expert insights. See terms.


We're listening.

Have something to say about this article? Share it with us on Facebook and Twitter.

Get the daily newsletter digital marketers rely on.
See terms.

ATTEND OUR EVENTS

MarTech 2021: March 16-17

MarTech 2021: Sept. 14-15

MarTech 2020: Watch On-Demand

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

White Papers

  • 6 Powerful Ways Experience Analytics Can Help Your Business Now
  • Email Tune-Up: A 5-Point Inspection to Get Your Program in Gear
  • Digital Marketing Report Q4 2020: Benchmarks and Insights for 2021
  • Data SEO – The Next Big Adventure
  • Getting Started with Email Marketing Automation
See More Whitepapers

Webinars

  • How to Avoid the Digital Transformation Trap
  • How to Build a Marketing System of Record
  • Meet BIMI: The brand-boosting email security marketers must have for 2021
See More Webinars

Research Reports

  • Local Marketing Solutions for Multi-Location Businesses
  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Call Analytics Platforms
See More Research

Receive daily martech news and analysis.
Martech Today
Download the Martech Today app on iTunes
Download the Martech Today App on Google Play

Channels

  • Advertising
  • Marketing
  • Content
  • Social
  • Commerce
  • Sales
  • Analytics
  • Management
  • Home

Our Events

  • MarTech
  • SMX

Resources

  • White Papers
  • Research
  • Webinars
  • MarTech Conference

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff
  • Connect With Us

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • Instagram
  • RSS
  • iOS App
  • Google Play

© 2021 Third Door Media, Inc. All rights reserved.

Your privacy means the world to us. We share your personal information only when you give us explicit permission to do so, and confirm we have your permission each time. Learn more by viewing our privacy policy.Ok