OneAD: Unleash the Power of Audience Data to Gain Brand-related High Potential Consumers

Ever since the outbreak of COVID-19, brand advertisers have become more reserved with their marketing budget and are allocating the bulk of it to performance campaigns. This decision may impact a brand for various reasons. It narrows down the possibility of growing business opportunities. A specific focus on performance media and campaigns cannot reinforce one’s digital brand powers, which is the influence of a brand in a digital environment that is recognized, preferred, considered, and even advocated by its consumers. Helping companies reroute around these shortcomings is OneAD—an AI-powered AdTech service company for brand advertisers. With OneAD, advertisers can seek specific brand audiences by AI-powered and datadriven methodology instead of generic data targeting methods and also enhance digital brand powers with highly visible and impactful communication tools. OneAD is committed to creating data-driven, technology-enabled solutions to help brand advertisers stay ahead of the market competition in an everchanging digital environment. As one of the top data solution providers in Taiwan, many international data marketplaces such as Nielsen, The Trade Desk, Yahoo, and Lotame seek to partner with OneAD to gain access to regional data.

The cornerstone of OneAD's state-of-the-art services is its data management platform, OneDATA. It is a human-centric, scalable, and real-time data pool and source to the company's several people-oriented data solution offerings. With 99.8 percent coverage of the whole Taiwanese population, OneDATA is considered the largest thirdparty data pool in Taiwan. OneDATA contains most onlineand-offline digital data points to compute and structure audience data to mirror consumers’ online and offline journeys. "OneAD is one of the top regional data providers for international data marketplaces. By leveraging the rich and multiple consumer graphs across the open internet, OneDATA, OneAD's self-built DMP, is the one that knows everyone’s intent the best," remarks Joyce Lee, CEO, and Cofounder of OneAD.

Instead of only focusing on the demographic and interests-based tags, OneAD leverages cutting-edge DataTech capabilities to compute Shopper Graph—a highly brand/productrelated data graph which portrays consumers' digital behaviors toward specific brands, products, and their functions and demands. "With a great number of Shopper Graphs from the open internet, brands can efficiently target their high potential consumers at scale to enhance and accumulate their digital brand powers, fulfilling the ultimate brand building purpose," says Hilo Chen, Chairmen, and Cofounder of OneAD.

OneDATA draws its data sources to fully encompass all sorts of consumer online & offline behavior.

his can be from the types of websites they visit, ads they engage with the most, to places they’ve been to, and their most recent purchases. Based on these signals, OneAD leverages AI algorithms to calculate individual consumers' brand or product preference, assess the correlation between the audience and the brands, and deem them as certain brands’ high potential consumers. Simultaneously, brands can define or rely on AI to identify keywords related to brand names, product names and functions, and consumer demands. These keywords can be used in tandem with consumers’ Shopper Graphs to boost the exclusive brand audience matching process.

To employ the different data sources, OneAD has created a data funnel that reflects consumers’ journey as well as the classic marketing funnel. Brands utilize the OneDATA funnel to find a target audience suitable in the marketing stage. Each stage of the OneDATA funnel is plenty of unique people-oriented solutions, which are further organized into five graphs: Demographic, Audience, Ad Respondent, Shopper, and Purchase Graphs. For example, the Ad Respondent Graph captures consumers who have watched, clicked, and interacted with certain advertisements. Subsequently, the Shopper Graph includes data points of consumers in the evaluation stage who display a high propensity of purchasing a product and consumer intent.

With the power of big data, OneAD thereby encourages brands to integrate first- and third-party data to unveil hidden insights of their data assets. "Based on cutting-edge DataTech capability and AI Technology, OneAD has assisted brands to build their own exclusive audience pool to release the true power of their data assets and consistently accumulate them for future usage," says Hilo. The company calls this methodology for building an exclusive audience pool as Brand Audience Build (BAB), by OneAD continuously detects multiple behavioral signals that a brand’s target consumers generate across the open internet.

In an instance, OneAD assisted one of its clients, an international fast-food brand looking to build brand awareness and drive demand around their new breakfast item. The client needed to find consumers who displayed high potential in buying this product. OneAD utilized BAB to secure an exclusive audience pool for this brand by using AI keyword exploration. Through keyword exploration, OneAD found consumers who have recently viewed product/brand-related keywords, filtered by the frequency and richness at which these words are viewed, and identified consumers who displayed the highest interest or purchase potential. To help this company increase its high potential consumers, OneAD decided to package brand and product-based keywords for audience targeting. OneAD broke down these two categories and explored keywords related to their competitors, breakfast item, convenience store, and more. In total, OneAD packaged nine sets of keywords to broaden its reach as well as evaluate the level of interest generated by the consumers that each keyword group targeted. Ultimately, each segment performed exceptionally well in terms of increasing the rate at which high potential consumers were generated. This resulted in an increase of 120,000 high potential consumers for the brand’s breakfast items and 110,400 high potential consumers for overall products. This campaign also helped increase the brand’s breakfast market share by 3.3 percent and its overall market share by 1.6 percent.

Combined with precise data targeting capabilities, OneAD's scale of visibility enables the company to deliver ad messages and cultivate its digital brand powers with compelling and eye-catching ad formats across the open internet. All in all, the company enables advertisers to step out of the walled gardens and reach their target audiences across the open internet.