Givsly, the responsible advertising and marketing solutions platform, today announced the launch of its Values-Based Audiences, which align consumer values with brand values for digital advertising campaigns. These highly valuable audience segments are built with data from participating nonprofits (NPO) from Givsly’s nearly 500 NPO partners, and include key categories such as sustainability, food insecurity, cancer and housing instability – enabling brands to identify and reach consumers whose values match their own. Values-Based Audiences drive donations for an NPO when its data is used for audience targeting in addition to the 5% of gross media spend that Givsly already donates to the NPO of a brand’s choice. 

Today, over 80% of consumers align their purchase decisions with brand values – in fact, three quarters of consumers have stopped purchasing from a brand over a conflict in values. With Values-Based Audiences, Givsly helps brands and agencies align brand values with consumer values. Givsly’s audiences combine several key nonprofit data points including: donor, volunteer, frequency of donation, corporate vs. individual donors, etc. For instance, a CPG brand that may align with ending food insecurity can tap Givsly audiences to understand locations of consumers who are actively donating or volunteering with a charity focused on food insecurity. 

Givsly solutions help brands merge performance and awareness goals by utilizing consumer values to achieve both goals. The Values-Based Audiences are proving to be a beneficial addition to more traditional targeting segments like sports, gamers, pop culturalists, etc. by layering values on top of current audiences to create a fuller picture of consumers interests. In initial testing, Values-Based Audiences targeting achieved up to a 15% lift in video completion rates for online video (OLV) units. 

“We often see examples of how consumers are reflecting their personal values in their brand and media choices,” said Santia Nance, VP, Media Director at Mediahub. “Givsly's solutions help agencies and brands take action on these insights by incorporating values alignment as an audience signal. In initial testing, we have seen values-based targeting provide a meaningful lift in attention and reach for our campaigns.”

“The next big trend in media will be values – we’ve already seen the early stages, which were accelerated by the pandemic, but the industry is approaching a tipping point as younger generations spending power increases, and brands need to start thinking about how they showcase their values across all campaigns,” said Chad Hickey, founder and CEO of Givsly. “If 8 out of 10 of a brand’s customers were women, their campaigns would heavily be targeted to that demographic – it’s time to apply that same approach but moving beyond traditional cause marketing to values since consumers are looking for that alignment with brands they buy from.”