Success Model

 

The Opportunities

Queries per second

Impressions per minute

Impressions per hour

Impressions per day

Now that we know what the Tidal audience looks like, how do we reach them?

 

BY USING PROSPECTING STRATEGIES

THE TIDAL LOOKALIKE MODEL

Each unique visitor to the Tidal website has been analyzed by +70 3rd party data aggregators.  We separated converters and ranked applicable data elements using a relevancy score.  Here are the highest ranking data elements:

CUSTOM PUSHSPRING MOBILE APP TARGETING

Our mobile apps provide powerful insight into who we are, what our interests are, and what is important to us.  Through our partnership with PushSpring we track +170million unique devices and monitor mobile app ownership. We then craft custom groupings of apps and are able to target owners of those apps, across channels.

PROSPECTING CONTINUED: IP ADDRESS TARGETING

This creates the ability to deploy ads, across channels, in places with high densities of Tidal subscribers.  We monitored all IP addresses from which Tidal subscribers came and ranked the addresses using a relevancy score. Here’s what we found:

Notice Something? These are all colleges!

*Consider running college specific campaigns.
Find Your Anthem!

PROSPECTING CONTINUED:  UNDERSTANDING GEOGRAPHY

We also looked at the markets that Tidal subscribers are in and ranked those using a relevancy score. Here are the results:

GEO-TACTIC 1: INCREASE DEMOGRAPHIC FOOTPRINT

Target markets with high densities of subscribers to increase reach.

GEO-TACTIC 2: INCREASE GEOGRAPHIC FOOTPRINT

Target audiences in markets with a lower density of subscribers using the described engagement method.

RETARGETING TACTICS

With pixels properly applied, we can continually re-engage with Tidal audience members until they become converters. We can also value retargeting pools differently, giving us the ability to value each impression and target users based on their behaviors while on-site.

THE RIGHT BALANCE

Putting a plan in motion takes the right balance of prospecting strategies prospect warming, and re-engagement.

Here’s what we recommend:

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Prospecting & Awareness Strategies

  • Devices:  TV, Mobile, Tablet
  • Targeted Geo’s
  • Data & Targeting:  Tidal Look-Alike Model, PushSpring Segments
  • Creative:  Video & Display highlighting artists and introducing people to what Tidal is all about
  • Emphasize specific media partnerships, some open source buying
  • $10,000-$15,000 per month

Re-Engagement

  • Devices:  Mobile & Tablet
  • Open Geo’s
  • Data & Targeting:  1st Party Tracking Data
  • Creative:  Video & Display – designed to match re-engagement pools
  • Example:  If you liked DJ Mustard, You’ll Love XXX
  • Media selection based on categories, some open source buying
  • $5,000-$7,000 per month
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Conversion

  • Devices:  Mobile, Table, PC
  • Open Geo’s
  • Data & Targeting: 1st Party Tracking Data, Static Pixels Placed on Specific Site Elements
  • Creative:  Video & App-Install Native – designed to make a concrete offer and drive subscriptions
  • Media Selection:  Open Source
  • $5,000-$7,000 per month
  • *Off-line/direct mail retargeting requires a minimum of $10,000/month

MEASUREMENT & REPORTING

Creating alignment between campaign goals and the right measurements is critical. Your team at MWW can customize reporting to ensure that your team receives the right data in the right format.

A Creative Future – Custom HTML5 Designs Exclusively For Tidal

*Still in development.

Thank you for your partnership!