Fullscreen has created a new research program for advertisers bearing the knowingly hip title TBH (To Be Honest).
Through TBH, Fullscreen will provide panels of millennials upon which marketers can can conduct custom research and campaign tests. These focus groups, comprising Fullscreen superfans aged 18 to 34, will aim to help ad clients: determine what influences purchase behavior among social-first audiences and which digital channels most resonate with millennial consumers, measure brand perception changes over time, and allow advertisers to pose industry-specific questions.
TBH will comprise 3,000 opt-in respondents at launch, which Fullscreen has catalogued by age, location, interests, and media consumption habits, it says. Insights are gained via polls, discussions, and journal entries — and participants are incentivized to share their thoughts via a point system whereby they can earn gift cards and autographed Fullscreen merchandise. Some of TBH’s first research projects will include deep dives into beauty, retail, and travel, according to the company.
“TBH will allow brands to get a deeper understanding of the audiences they are targeting to create strategic campaigns that maximize ROI,” Fullscreen’s senior director of measurement and insights, Sara Grimaldi, said in a statement. “With Fullscreen’s custom research offering, we’re able to gain nearly instant insights at various investment levels to be leveraged by both our internal teams and external brand clients.”