Seedtag Lab or how to get to your audience through the topics that interest you most

The collaboration between Seedtag and the new Hybrid Nissan, an example of contextual intelligence.

With only 10 minutes sailing online, the user will have already had to give their consent to multiple acceptance windows of 'cookies', in what has become one of the most annoying elements of the digital world.And not only that, but more and more people wrinkle their nose by having to give their data for the use of third parties, since privacy is something that increasingly worries Internet users.

Given that, many companies are betting on the 'cookieless' to respect privacy, that is, the elimination of these chivatos capable of registering navigation and network behavior, and then using it for advertising purposes.Does this mean the end of the segmentation of advertisements by audiences and profiles?In part yes, but it also opens the door to an evolution capable of satisfying both brands and the general public, they are very.

It is, from now on, to segment the audiences without the need to invade their privacy, thanks to what is known as contextual intelligence.On a psychological level, this concept refers to the ability to better understand reality, in order to adapt and make the best decisions.Moved to the digital advertising field, it would mean understanding the context of the articles to offer advertising aligned with that content and, therefore, with the interests of users in real time.In this way, it is achieved that brands connect with them through a content strategy based on thematic universes and not cookies.

Seedtag Lab, an innovative program

To do this, the company Seedtag has developed Seedtag Lab, a program designed to help brands identify its target audience without using 'cookies'.To do this, use a personalized data-datin.The objective is that brands can differentiate themselves from competition by connect.

An example of this is the collaboration of Seedtag with Nissan for the launch of the new version of its most popular SUV, the Qashqai, in its electrified version with the Mild-Hybrid technology.Something that may seem easy a priori, because it is one of the most recognizable cars of the last decade and the one that opened the door to this success segment, but in the changing digital world, nobody can sleep in the laurels.That is why we had to look for new audiences and, at the same time, new thematic areas.

In this sense, unlike the first time that the Nissan Qashqai was presented in society, this time the market was already very mature in terms of competition.The key was, therefore, reposition the Qashqai model within hybrid vehicles while boosted values such as sustainability and the environment.Therefore, the brand decided to start collaboration with Seedtag with the aim of defining contextual audiences and defining the territories where they impact them.

Nissan's goal of becoming leaders

“El reto estaba en conseguir el liderazgo que la marca había tenido los últimos años, combinando lo que el cliente demanda con tecnología y la innovación que podíamos aportar como marca”, resume Paula Silva, responsable de márketing digital de Nissan Motor Corporation.The strategy was based on the definition and conquest of territories related to the brand to improve its positioning.“We jointly profile with Seedtag the different variables to take into account prior to the launch. La implementación fue ágil y sencilla”, añade José Manuel Muries, Cluster Director en Nissan United – TBWA, la agencia creativa.

Martí Huertas, Agency Sales Director of Seedtag, explains how they managedcompetition. Se trataba de traducir audiencias definidas por parámetros convencionales (edad, género o ingresos) a audiencias contextuales, definidas en base a sus intereses en tiempo real, sus momentos de mayor receptividad, las tendencias más relevantes, sus patrones de consumo y sus contenidos más afines”.

Thus, Seedtag's contextual intelligence managed to precisely understand what Nissan's audience was and define the content to position the values that interested him. “Gracias a nuestra inteligencia contextual, hemos sido capaces de localizar y capitalizar los contenidos de tecnología, medioambiente y sostenibilidad, mientras ayudamos a la marca a posicionarse como un medio de transporte responsable”, apunta Huertas.And without invading the user's privacy, which is certainly appreciated.

A more attentive audience

The Eye-Tracking analysis verified that Seedtag's contextual strategy helped both improve Nissan's main kpis, and getting a faster attention time by users.And it is that the ads of Nissan Qashqai managed to retain their attention 6.6 times longer. “Estamos muy contentos, porque además de generar excelentes resultados, nos posicionamos como un socio estratégico para las marcas, a las que queremos ayudar a afrontar sus retos mediante la publicidad contextual”, concluyen desde Seedtag.