Don’t just track impressions, make one.
Most agencies start with what they sell and measure activity. We start with your audience and measure outcomes.
Our clients need to identify and persuade hard-to-reach audiences – and sometimes the tools to do this don’t exist. BPI’s Insights team develops methodologies, technology and solutions to identify and reach niche audiences with persuasive messages that shift attitudes and drive action.
We’ve used these tools to win elections, improve reputations of Fortune 100 companies, reshape the conversation on critical policy debates, reach key policy makers when their attention is spread thin, and measure the impact of reputation on sales, recruitment, and stock price.
Track the competition.
Powering the analysis of dozens of major newsrooms and resource allocation across over 100 congressional races, our (now public) Political Ads Tracker tracks paid media strategy for campaigns and causes across investment, messaging, and targeting.
Our new competitive intelligence platform Decibel helps our clients map the landscape around their industry or issue by providing insight on:
Paid media and messaging strategy of market and mindshare competitors
Share of voice on a topic, policy, or issue
What key customers, opinion elites, and policymakers see every morning
Which ads are persuasive and which are just loud
The level of investment required to make an impact
We used Decibel to help Climate Power track and counter climate denial messaging.
Define and strengthen your message.
Whether you want to raise awareness, shift opinion, or spur action, you need a message that’s going to resonate with your audience. Our methods work across hard-to-reach groups of niche audiences and in capitals and markets all over the world. We leverage quantitative and qualitative research to:
Identify an issue, point of view, and the right audience segment whose perspective on the issue matters.
Ask the right questions to get the insights we need.
Use quantitative and qualitative insights to build a compelling narrative.
Pitch media, newsletters, and other outlets with exclusive data and content.
Whether you’re building your message from the ground up or leveraging strategic insights to amplify your narrative, we know how to frame the challenge at hand and set communication priorities and approach accordingly.
Fight misinformation.
Originally built to help the Biden campaign prioritize which misinformation narratives merited a response, Parry is a suite of tools that combines media monitoring with targeted polling to separate the most visible stories from the most dangerous, and measure the impact of a response.
Our approach is to treat misinformation as a demand-side problem and address the underlying perceptions that allow it to take root. We score damaging narratives on a “harm index” to understand what merits a response, and then deliver targeted marketing to both treat people who have seen content and inoculate those we find to be vulnerable.
See how this approach is used by the Ad Council to fight misinformation about the COVID vaccine.
Reach influencers.
Decision-makers are challenging and expensive to reach in today's crowded news environment. And to really shift opinion, you need to reach not just the C-Suite or legislators, but the people they speak with and trust. Our Orbit platform:
Maps influencers and their networks across business and policy
Enables you to target the people with the most influence on the decisions that matter
Delivers insights on how to reach and persuade them, including which earned efforts – from legacy media and non-traditional platforms are worth your time
Measures opinion shift over time and as a result of communications campaigns
We used this tool to create our Agenda Setter audience of the top people driving today’s policy conversations around climate, infrastructure, social, and economic policies — from US legislators and Fortune 1000 leaders to reporters and the new class of social influencers. See how we used Orbit to help McDonald’s reach key community leaders.
Beyond defining the audience, our Precision media platforms reaches them wherever they are, including:
Addressable targeting across digital and TV to reach US voters and customers on an individual and household basis – with or without cookies.
Frequency controls to reach US voters and customers enough to shift opinion without wasting impressions.
Media planning based on reality, not ratings – tied to the channels and shows your exact audience watches See how this helped the Nuclear Energy Institute deliver a message to DC policymakers.
Measure impact.
There's a fundamental difference between engagement and persuasion — and companies and campaigns need to be able to measure both. That’s why we built Vantage to move beyond clicks, likes, and shares to track how marketing campaigns changed opinion. The platform delivers targeted surveys to the specific people reached with your content, and measures opinion among a representative sample of 195MM Americans.
Vantage allows our clients to optimize their media mix, creative, and targeting towards a cost-per-persuaded voter and helps brands put a clear ROI on reputational marketing to customers.
See how we used technology to measure persuasion to help Walmart track and optimize their brand reputation.