Here’s how the neighborhood network, Nextdoor, uses GWI’s consumer research to power its ad sales. From raising awareness about its ad solutions to keeping brands and agencies in the loop about changes in user behavior, Nextdoor ensures its advertisers’ dollars go further.
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Guo Jie Chin
Head of Customer Insights & Analytics, Nextdoor
Nextdoor connects neighbors to each other and everything nearby. For brands and agencies, the network is a goldmine for targeting audiences looking for a service or solution - whether that’s finding a handyman, a caregiver, or product recommendations for their household.
The team’s main challenge was putting the spotlight on its ad solutions and showing advertisers that Nextdoor is a unique platform where people come to explore neighborhood resources.
It was up to the team to provide concrete evidence that Nextdoor could not only create value for its clients, but also drive ROI.
Next, the team created an Insights Hub on the Nextdoor for Business website that features all of the neighborhood network’s best audience insights from internal first-party data, neighbor surveys, and GWI’s database. It covers topics like the power of proximity for buyers, the influence of business and product recommendations from neighbors, the importance of making meaningful community connections, and what neighbors expect from brands.
With the data to back them up, Nextdoor is able to zero in on what’s going on in neighborhoods and between neighbors, so brands and agencies can stay plugged into what’s trending and make strategic decisions about their advertising.
Nextdoor went the extra mile and organized the Insights Hub by trend and vertical to make it easier for brands and agencies to navigate between timely, seasonal insights, and sector-specific resources.
They strategically highlighted specific tentpole events or verticals, leveraging our data to identify and showcase trends that were particularly relevant to new and existing customers.
The Insights Hub continues to boost awareness of Nextdoor’s ad solutions and its unique benefits for advertisers while proving how engaged the network’s audience is and how ready they are to make decisions.
It has successfully raked up an impressive 197% increase in web page views year-on-year and the initiative was nominated as a finalist in the 2022 ANA Genius Awards in the Marketing Analytics Storytelling category.
Using GWI as a reputable third-party source gives the team the confidence and credibility they need to offer up data-backed recommendations when selling ad space.