In preparation for a new product launch, Verizon worked with Survata to test creative messaging concepts against custom audiences that matched their exact advertising media plan. A seed audience was created by identifying the exact consumers that fit their strategy via a typing tool.
From here, a model was created using offline data, on millions of US adults, which allowed Survata to locate look-a-likes. These custom audiences were then pushed to Verizon’s DSP where they are immediately available for media buys.
See how Verizon and Survata were able to work together to explore how to activate insights and drive advertising effectiveness.
View the recording. This webinar will:
- Teach best practices for doing creative testing that impact the success of a new launch or product refresh.
- Deep dive into a use case where product messaging and their audiences are seamlessly taken from creative testing to advertising.
- Outline how Market Research can be a driver of marketing in the ‘New World’ by turning consumer insights into action by activating audiences.
Dyna Boen, President of Market Research, Survata
Dyna is the President of Market Research at Survata, a brand intelligence and technology company. She is an entrepreneur, strategist, and team builder with over 15 years of experience working across the market research industry supply chain. In 2017, she was listed as one of the top influencers in her niche (mobile market research). Her skill set spans sales, marketing, client service, product development, and research methodologies.
Meghan (Ludvigsen) Diesner, Manager, Consumer & Marketplace Insights, Verizon
Meghan (Ludvigsen) Diesner is a Manager of Customer Marketplace Insights at Verizon, currently overseeing insights for wireless new product development.
Prior to Verizon, Meghan worked at Johnson & Johnson and General Mills. She holds a BS in Marketing from the University of Maryland-College Park, and an MBA from the University of Wisconsin-Madison, A.C. Nielsen Center for Marketing Research.
- Advertising Research
- Advertising Effectiveness