Ad Startup Bets Trends Make Better Targets Than Demographics

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.

Subscribe to get your daily business insights

Whitepapers

US Mobile Streaming Behavior
Whitepaper | Mobile

US Mobile Streaming Behavior

5y

US Mobile Streaming Behavior

Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...

View resource
Winning the Data Game: Digital Analytics Tactics for Media Groups
Whitepaper | Analyzing Customer Data

Winning the Data Game: Digital Analytics Tactics for Media Groups

5y

Winning the Data Game: Digital Analytics Tactics f...

Data is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...

View resource
Learning to win the talent war: how digital marketing can develop its people
Whitepaper | Digital Marketing

Learning to win the talent war: how digital marketing can develop its peopl...

2y

Learning to win the talent war: how digital market...

This report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...

View resource
Engagement To Empowerment - Winning in Today's Experience Economy
Report | Digital Transformation

Engagement To Empowerment - Winning in Today's Experience Economy

1m

Engagement To Empowerment - Winning in Today's Exp...

Customers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...

View resource