our fact sheet

Maximise the value of your
audience with WHY for
publishers
VisualDNA brings together
psychology and big data to give you
the best possible understanding
of your online audience. We make
digital marketing human.
Data-enabled
inventory
Target precisely the right customers
Are your customers shopping or just browsing? VisualDNA can tell you. We’re unrivalled in audience understanding
and we don’t stop short at providing demographic data; our analytics also reveal your customers’ personalities and
interests. This means you can clearly see their motivations, ability and intention to purchase. By discovering what
makes your audience tick, you can attract new brands to your site - by matching your audience to the very people that
brands want to reach. Every ad can be targeted with precision. You can even explore the full potential of your website
by understanding the specific audiences that particular content, sections and pages attract.
Our approach is 10 times more effective than traditional audience targeting methods and produces dramatically
higher CPMs.
Who we work with
VisualDNA’s unique and detailed view of the user allows us to target
at an extremely granular level, which is vital when trying to find key
Danny Hopwood Head of Platform EMEA at
67-71 Shoreditch High Street London E1 6JJ t | +44 (0)20 7734 7033 e | contact@visualdna.com www | visualdna.com
About WHY
You see data, we see people
WHY tools provide real-time analytics to help maximise
performance. Publishers can discover, attract and
retain their audience by understanding key drivers, and
then engage them using relevant offers, personalised
content and targeted advertising. The rich user interface
puts a human face on your traffic data, breaking down
user demographics, interests, brand preferences and
purchase intent.
•
Real-time, actionable insight
•
Simple tech integration
•
View and target segments directly in
Google DFP, Krux or Lotame
How to get started
Whether you’re looking to improve the quality of your audience data, explore your own personal WHY Analytics
dashboard or enjoy our preferential rates, we can discuss our simple tag deployment across your website. We can even
create a bespoke personality quiz to engage your audience and reveal anything you want to know about your visitors.
We do all this with a strong commitment to your customers’ privacy, and will never pass on the data we collect to
anyone else. You can view our range of segments for your platform, or just start a conversation with us, with no
obligation to purchase.
Engage your audience
VisualDNA produce standard and custom personality tests that over 50 million people have enjoyed taking worldwide.
Telegraph Media Group, Trinity Mirror, Wikia and The New York Times are just a few companies that have featured
our interactive personality test on their website to drive traffic and social sharing, increase user engagement and
effortlessly collect valuable customer insight to compliment their own first party data.
How it works - It all starts with a quiz
VisualDNA quizzes are image-focussed to deliberately trigger rapid, emotional and honest responses from participants.
In-depth, engaging and free to take, our quizzes have an 80-90% completion rate and reach millions through viral
spread. The psychological insights fed back are accessible, insightful, and entertaining - and they’re firmly rooted in
academia’s leading psychological principles; including the ‘Big 5’ model.
Around 40m people have now taken a VisualDNA quiz, giving us the largest personality database anywhere in the
world. This means we can connect personality type to behaviour, so we can predict who people are and what they’ll do.
67-71 Shoreditch High Street London E1 6JJ t | +44 (0)20 7734 7033 e | contact@visualdna.com www | visualdna.com
From quiz answers to psychographic
profiles
Our visual quizzes capture detailed information about a person’s inspirations, motivations and lifestyle - and then we
take it further. Our team of psychologists analyse answers using factor analysis and advanced statistical algorithms, to
reveal unobserved personality traits that have led someone to answer as they have. These traits are then grouped into
image clusters and assigned tags that form the basis of our unique psychographic profiles.
The VisualDNA Personality Test
VDNA PROFILE
What does success mean to you?
DEMOGRAPHICS
INTEREST
BRAND PREFERENCE
EMOTIVE
ASPIRATION
Browsing habits
DEMOGRAPHICS
INTEREST
ATTITUDE
BRAND PREFERENCE
LIFESTYLE
MOTIVATION
E
VDNA PROFIL
MOTIVATION
EMOTIVE
ASPIRATION
ATTITUDE
LIFESTYLE
Inferred user
How we scale understanding
Our technology adapts to work with millions of people on a one-to-one basis
The foundation of our understanding and data collection lies with the millions of people who take VisualDNA quizzes
and receive detailed psychographics profiles, but we grow our understanding far beyond quiz takers.
We work with trusted partners to onboard valuable first-party offline data and create even richer profiles. By analysing
online behaviour of both known and unknown users, we can infer highly accurate sets of data points that complete
their psychographic profiles.
Our powerful technology and predictive analytics allow VisualDNA to profile over 300 million people worldwide, for
unrivalled audience understanding.
UK
RU
USA
90M
45M
75M
EU
60M
ROW
55M
67-71 Shoreditch High Street London E1 6JJ t | +44 (0)20 7734 7033 e | contact@visualdna.com www | visualdna.com
Case study:
Haymarket increase CTR by 800% with WHY
Objective
1.15%
In partnership with VisualDNA, Haymarket Media Group
ran a lead generation campaign on behalf of vehicle
finance lender Magnitude Finance – UK specialists in
providing bespoke funding for prestige automotive
vehicles.
Solution
Through Pistonheads, its online motoring community,
reach prospective buyers in both the luxury car and credit
markets. Haymarket split the campaign's initial four-week
activity into two lines: 50% on their standard vertical
targeting, and 50% overlaying additional segmentation
from VisualDNA.
Results
Following the first month’s activity, the CTR via Haymarket
segments averaged at 0.14%, while the addition of
800%!
The Haymarket campaign has, in just one month,
generated hundreds of qualified leads for Magnitude
Finance and the client has been so impressed with the
campaign's impact, penetration and CTR they have
already signed up for a further campaign – leading with
high performing data provided by VisualDNA.
0.14%
Without VisualDNA
VisualDNA
Lee Williams,
Executive Director
Pistonheads
We knew we had the
right audience f or this
segments have taken it to another level.
The stats really show how VisualDNA data
enhances our vertical targeting and we're
really pleased it perf ormed so well. We're
actively working more closely together
on further campaigns to ensure that
clients continue to achieve the best
possible outcome .
About VisualDNA
VisualDNA – Psych tech for a better world
VisualDNA was started in 2008 with a mission: to use technology to bridge the gaps in communication in a digital
world, and make it a better place. By combining the skills of data scientists, psychologists, creatives and engineers
we have crafted new ways of understanding the human personality, with the purpose of allowing people to better
understand themselves, and for businesses to better serve their customers.
67-71 Shoreditch High Street London E1 6JJ t | +44 (0)20 7734 7033 e | contact@visualdna.com www | visualdna.com