Home  › Media › Media Buying

Ad Startup Bets Trends Make Better Targets Than Demographics

  |  June 9, 2011   |  Comments

Taykey targets based on trending topics and keywords in social media.

Young online ad firm Taykey argues that what people discuss online is a better indicator of how to target them than signals such as demographic or behavioral data. The company has just come out of a beta period begun in December, and expects to grow its staff by 20 people by year's end, with help from a recent funding round.

The firm, founded in Israel with a business office in New York, trawls the web for data to isolate which topics and keywords are trending in current conversations - from Christ to beer to Britney Spears. From there,Taykey buys media on Facebook, Twitter, MySpace, Digg and search engines to run campaigns informed by that trending data.

"It's about what's trending for whom," said Amit Avner, co-founder and CEO of Taykey.

For example, if an advertiser wants to reach men in New York, and Taykey determines that people in New York are talking about Lady Gaga, rather than simply target men in New York, it will find males that like the pop star on Facebook and target them there.

It also might bid on search keywords relevant to a recent occurrence - a reality show celebrity faux pas for instance - that people will be searching on. "We can also buy the trending topic on Twitter and buy the audience on Facebook," said Avner.

When advertisers simply target based on demographic data, Avner suggested, "You can exhaust the audience in a few days." The approach allows advertisers to react in real-time, targeting against what consumers "really care about" rather than "what they should care about," he continued.

The company has worked with Pepsi on campaigns for its Lipton Brisk brand and to help drive awareness and participation for the Pepsi Refresh Project. Avner wouldn't name any other clients, though he said the company also is working with consumer packaged goods and fashion brands.

In recent analysis, Taykey found that men who have posted about summer frequently mentioned terms including "iTunes" and "beer." Women talking summer online, on the other hand, posted about "clothes" and "beauty."

Fifteen of firm's staff handle research and development out of Israel, while four business staff are in New York. "We plan to grow by ten people each by the end of the year," Avner said.

Taykey closed $9 million in series B funding from Sequoia Capital, Softbank Capital and Crescent Point, and expects to use the money for engineering and sales hires in those offices.

Tags:

ClickZ Live Chicago Learn Digital Marketing Insights From Leading Brands!
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda, or register and attend one of the best ClickZ events yet!

ABOUT THE AUTHOR

Kate Kaye

Kate Kaye was Managing Editor at ClickZ News until October 2012. As a daily reporter and editor for the original news source, she covered beats including digital political campaigns and government regulation of the online ad industry. Kate is the author of Campaign '08: A Turning Point for Digital Media, the only book focused on the paid digital media efforts of the 2008 presidential campaigns. Kate created ClickZ's Politics & Advocacy section, and is the primary contributor to the one-of-a-kind section. She began reporting on the interactive ad industry in 1999 and has spoken at several events and in interviews for television, radio, print, and digital media outlets. You can follow Kate on Twitter at @LowbrowKate.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

    Information currently unavailable

Resources

Jobs

    • Executive Assistant
      Executive Assistant (Agora Inc. ) - BaltimoreAgora Inc., an international publishing company, located in the Mt. Vernon district of Baltimore, MD...
    • Paid Search Specialist
      Paid Search Specialist (Boathouse, Inc.) - Waltham  Boathouse is looking for a Paid Search Specialist to work as a part of the Digital Acquisition...
    • Paid Search / Search Engine Marketing (SEM, PPC) Specialist
      Paid Search / Search Engine Marketing (SEM, PPC) Specialist (HeBS Digital) - New YorkJOB TITLE:     Paid Search / Search Engine Marketing...