(Community Matters) from Playbook:
FIRST LOOK – “Hill+Knowlton Strategies Launches Influence Point … Hill+Knowlton Strategies [today will launch] a new service called Influence Point … With H+K Influence Point, companies can serve online ads directly to individuals identified as influencers. H+K’s combined research and digital teams have developed a proprietary methodology for identifying universes of financial, media and political influencers. These audiences can then be served display, video and mobile ads. This allows companies to dramatically decrease wasteful spending on large online ad buys targeted at specific audiences, even on the most accredited news sites.
“‘H+K Influence Point fundamentally shifts how you run influencer-driven campaigns,’ said Mark McKinnon, … global vice chair of Hill+Knowlton Strategies. … ‘Influence Point is another key strategic offering for H+K clients in the U.S. where we’re able to leverage insights and best practices from the political world,’ said Dan Bartlett, president and CEO of H+K Strategies U.S. … The new offering will be led by Andrew Bleeker, global digital practice director at H+K, and Josh Hendler, H+K’s global chief technology officer.
“HOW IT WORKS”: The cookie-based system uses a proprietary algorithm, combined with consumer data, to narrow the number of people who likely influence public policy, would be inclined to buy a financial product, or who work in media. Factors include demography (age, household income), geography (urban, D.C.), and purchasing habits. It’s a corporate application of micro-targeting techniques pioneered by presidential campaigns.
Community Matters 