|By Marketwired .||
|May 5, 2014 07:00 AM EDT||
NEW YORK, NY -- (Marketwired) -- 05/05/14 -- LEAP Media Investments has launched a new set of high-value, scaled audiences for the travel and tourism category, created using its patented Emotional Attachment technology.
Following its launch in market in early April, LEAP Media Investments has created audiences for specific brands across various sectors including, travel, automotive, tech, retail, CPG, and QSR, along with select media platforms and properties.
The travel category includes airline brands such as JetBlue, American, United, Southwest, Delta, and Virgin America, among others, and hotels including, Marriott, Hilton, Hyatt, Embassy Suites. Depending on marketers' objectives, LEAP Audiences can be leveraged by targeting Brand Loyalists, Conquests or Expansion Audiences.
- Brand Loyalist Audiences. Highly emotionally attached to a brand. This audience is influential and considered "low-hanging fruit," responsible for generating the bulk of a brand's revenues
- Brand Conquest Audiences. Moderately emotionally attached to a brand. This audience can increase market share because it can be persuaded to at least try, if not switch, from a competing brand
- Brand Expansion Audiences. Less aware of your brand and less emotionally attached. This audience can deliver entirely new customers
"This is the only targeting approach that fully understands and leverages the value of a lifetime customer based on their Emotional Attachment to the brand," said Denise Larson, President and co-founder of LEAP Media Investments.
LEAP Scaled Audiences include tens of millions of individual Brand Loyalists for hotels, airlines, and vacation destinations as well as hundreds of millions of individuals who are Brand Conquests for the same brands.*
For example, there are more than 50 million Airline Brand Loyalists and more than 139 million Brand Conquest and Expansion individuals. American Airlines alone has 23 million Conquest and Expansion individuals they could potentially reach with LEAP, and Jet Blue has upwards of 11 million Brand Loyalists who could be activated in a more effective manner.
According to LEAP Media CEO Gary Reisman, "As the summer travel season gets underway, brands in the category can find and target millions of vacationers across social, mobile and online along with traditional media. For more effective reach in targeting, we have even scaled Audiences for family vacationers who are going to Disney."
LEAP is the only audience-development approach that uses foundational consumer insight to build audiences that are more likely to engage with a particular brand or media. There is nothing like it in the market today and nothing so close to what marketers are clearly looking for -- a direct link to valued segments that are more likely to engage with their brand messages in today's digital media landscape.
Understanding emotional attachment is crucial to marketers because LEAP brand audiences are:
- 2.5 times more likely to pay attention to the advertising
- 47 percent more likely to buy the brand
- 43 percent more likely to talk about the brand on social channels
In addition to brands, LEAP Media Investments has created scaled audiences based on attachment to media properties and content for TV expansion, TV tune-in promotion and SVOD subscription acquisition/retention.
*LEAP Media Investments works with media company Clearstream to build scaled audiences.
About LEAP Media Investments
Launched in 2014, LEAP Media Investments is the only company with ability to create, scale and distribute high-value brand and media audiences across all digital platforms based on foundational emotional attachment technology.
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