As brand budgets transition from TV to digital, audience guarantees and validation are becoming more commonplace. In a world where brands are seeking greater accountability, publishers must deliver in-target audiences with great efficiency and accuracy – using fewer impressions to reach a brand's target means overall inventory can be better monetized. With the availability of data and innovations in targeting, publishers now have a wealth of options to meet campaign needs. In this session we'll explore the ways in which publishers can take advantage of audience data to help meet guarantees and garner exceptional yield.
Tech Talk with Quantcast: RTB: The Connected OpportunityDigiday
In this session, Peter O'Sullivan, Sr. Director Sales for Quantcast will deliver an overview of key ingredients for running highly-effective, smart marketing campaigns utilizing big data, real-time modeling, and RTB buying.
If data is the new media, as some say, then lets see how some publishers are learning to monetize it as creatively as they have their editorial. Several publishers present and then compare different ways of leveraging their unique relationships with audience. From lead gen to ad targeting, audience intelligence to connecting the dots from ad impression to sales lifts, publishers share their new adventures in productizing data.
Thought Leaders @ Webrepublic: Know-How Session by Gergely Kalmár – Senior Co...Webrepublic
In this presentation, we will take you on a walk through Programmatic Advertising's exciting data landscape and show you the tools and techniques that can help you turn these data sets into valuable business insights. Want to learn more about digital analytics? Check out this success story: http://wbrp.li/2hm50i8.
TapFwd CEO, Alex Wasserman, shares tips for how to stop doing mobile wrong at the LiveRamp RampUp 2017 conference. Learn tips to increase mobile ad revenue, acquire new customers, and retain your mobile customers.
Tech Talk with Quantcast: RTB: The Connected OpportunityDigiday
In this session, Peter O'Sullivan, Sr. Director Sales for Quantcast will deliver an overview of key ingredients for running highly-effective, smart marketing campaigns utilizing big data, real-time modeling, and RTB buying.
If data is the new media, as some say, then lets see how some publishers are learning to monetize it as creatively as they have their editorial. Several publishers present and then compare different ways of leveraging their unique relationships with audience. From lead gen to ad targeting, audience intelligence to connecting the dots from ad impression to sales lifts, publishers share their new adventures in productizing data.
Thought Leaders @ Webrepublic: Know-How Session by Gergely Kalmár – Senior Co...Webrepublic
In this presentation, we will take you on a walk through Programmatic Advertising's exciting data landscape and show you the tools and techniques that can help you turn these data sets into valuable business insights. Want to learn more about digital analytics? Check out this success story: http://wbrp.li/2hm50i8.
TapFwd CEO, Alex Wasserman, shares tips for how to stop doing mobile wrong at the LiveRamp RampUp 2017 conference. Learn tips to increase mobile ad revenue, acquire new customers, and retain your mobile customers.
IAB Canada Metrics 2015 - Eyereturn - The Truth About Clicks - Ian HewetsonIAB Canada
Even after all of these years, more media is bought based on the cheapness of the click than any other KPI, even though the click has no correlation to real success. Using the latest measurement techniques across both mobile and desktop to examine this issue, Eyereturn will show the effects of the industry's long standing addiction to the click, and what we can all do to help break the habit.
“Welcome to the Party, Pal!” Digital Transformation in the Age of The DuopolyMediaPost
Meredith Corp., founded over 110 years ago, now reaches more than 110M women across its premium brands which include Allrecipes, Better Homes & Gardens, Parents, Martha Stewart Living and SHAPE. But just a few years ago, Meredith was viewed as a print company that happened to have websites. Today, digital growth outpaces print declines, and despite stiff competition from the duopoly, the company continues to thrive.
In this session, Meredith Chief Digital Officer Matt Minoff will share lessons learned and pitfalls to avoid while enacting your own digital transformation, from the importance of building a great team to how to grow revenue without sacrificing editorial integrity.
Growth Hacking Mobile Apps: 3 Critical Growth Tactics Urban Airship
So what do we mean by “growth hacking?” Or the more accurate name for it is “growth marketing.” Growth marketing can drive huge returns, and it has a few characteristics.
The way you interact with the product team. Before, marketers are thinking about acquisition, or branding, or email campaigns, or press releases. They aren’t really thinking in terms of the product. But in the growth marketing mindset, they’re sitting with the product team.
Their goals. Growth marketers are evaluating opportunities across the entire funnel and picking the ones that are the most strategically important.
Their use of data. Growth marketing is about challenging that assumption and using data to drive real results. And this is what enables you to be really creative -- that you know what is or isn’t working.
Testing. This is the flipside of data, right? That we use the data to run experiments, to refine our thinking, and to see what’s working and what isn’t.
Use of technology. There are literally thousands of VC-backed companies in the martech space now. But the growth marketing mindset is to view this as an opportunity, not a barrier. If I choose the right content management system for my website, I can make updates faster and my site renders more quickly, which means I rank better in Google. Growth marketers understand and use technology.
AND IT IS NOT JUST STARTUPS
The Clear Advantage to Competitive Intelligence ApplicationsMediaPost
No question, email deliverability and marketing analytics is a data-driven decision-making process.
But how quickly your teams can make decisions with that data plays a crucial role in the revenue generated from your email programs. Does it take hours? days? or is it real-time? As the leading provider of accurate, real-time, presentable email intelligence, we will demonstrate why real-time actionable data, presented in an easy-to-use manner, has been proven to increase your monthly email marketing revenue by more than 3x. Join us as we become email “spies” for the morning and explore the tangible benefits of (the) CIA.
People-Based Marketing for Platforms - LiveRamp Sponsor Breakfast PresentationMediaPost
Marketers want to do more people-based marketing in order to target their customers and prospects based on known buying behaviors and preferences. Until recently, those tactics were limited to a small number of programmatic platforms. With IdentityLink, publishers can create people-based solutions across their properties and capture the budgets they’ve been missing out on.
SearchLeeds, Ed Blakeway 'Programmatic - the future of advertising' Branded3
Ed Blakewat leads campaign planning, development and activation for AMNET in Leeds. AMNET is Dentsu Aegis’ programmatic trading desk, responsible for the delivery of billions of digital ad impressions annually.
How Web Scraping Can Help Affiliate MarketersPromptCloud
This presentation discusses how web scraping services can be deployed to acquire trending ecommerce product data for better conversion in affiliate marketing.
Postup - Growing Revenue with Content Walls, Registration and NewslettersMediaPost
In this presentation, Tony D'Anna from PostUp will unpack the strategy of paywalls, showing how to move beyond a one-size fits approach, and the strategic role of email signup in driving premium subscriptions and user lifetime value.
Third Party Cookies cConundrum - A Fireside Chat Tatvic Analytics
A major change is coming for advertisers, publishers and the entire digital advertising ecosystem with the demise of third-party cookies. There is a way for brands to not only survive but thrive, in this new environment.
If you have any additional questions or want to get your assessment done, email us at hello@tatvic.com and we'll be happy to help.
Combining location data with smart profiling, Mall of America has learned to pull its most likely fashion, holiday and seasonal shoppers back through programmatic and social channels. As MoA and its agency Ciceron will share, they are also using location and geo-fencing technologies to track and learn from foot traffic and sales that are attributable to those buys.
PMI Europe - Eric Weaver - "The Great Social Media Crisis of Faith"PerformanceIN
Organic reach has crashed. Content isn’t being seen. Facebook has become a paid channel and brand social teams are struggling to justify bigger budgets to overcome these issues.
Running a high-performing brand social department requires a new look at process, tools and measurement – an approach that provides financial impact metrics that justify costs.
MediaBrands’ chief social officer Eric Weaver will show real-world examples of what is happening to brand social efforts, discuss practical approaches to process, and examine new tools that show the fiscal impact of being a social brand.
Attendees will walk away with a refreshed strategy to consider for the year ahead.
Intro to Programmatic Advertising with Matt Prohaska from Prohaska ConsultingStukent Inc.
Have you ever been watching TV and wondered how you could get an ad on television? This session won't show you how to make a killer super bowl ad, but it will show you the technology used to buy and sell ad time on television and on the web.
Fair warning, it gets pretty complex.
Don't worry though. Matt Prohaska consults with top companies to help them make sense of it all and get the most out of their advertising budgets. Today, he'll take you through the whole process and help you make sense of it too.
Deterministic Measurement & Attribution; What You Need to Know Now to Drive P...Zeta Global
In this webinar, Zeta’s own GVP, Analytics & Data Science, Pavan Korada and GVP, Audience Activation Solutions, Lewis Steckler engage in a detailed discussion around the evolution of attribution and how true deterministic measurement can solve these all-to-common marketing challenges: What is the true impact of channels layered on top of one another? and What is the optimal mix of media spend?
Webinar on Minimizing Waste and Optimizing ROI in Digital AdvertisingAudienceScience
Global digital advertising is now a $117 billion industry. However, AudienceScience has discovered that many marketers lack the transparency and control needed to effectively measure and optimize their digital campaigns. With digital continuing to grow in importance for marketers globally, it is essential to overcome these limitations, including many of the misconceptions they have about digital advertising.
IAB Canada Metrics 2015 - Eyereturn - The Truth About Clicks - Ian HewetsonIAB Canada
Even after all of these years, more media is bought based on the cheapness of the click than any other KPI, even though the click has no correlation to real success. Using the latest measurement techniques across both mobile and desktop to examine this issue, Eyereturn will show the effects of the industry's long standing addiction to the click, and what we can all do to help break the habit.
“Welcome to the Party, Pal!” Digital Transformation in the Age of The DuopolyMediaPost
Meredith Corp., founded over 110 years ago, now reaches more than 110M women across its premium brands which include Allrecipes, Better Homes & Gardens, Parents, Martha Stewart Living and SHAPE. But just a few years ago, Meredith was viewed as a print company that happened to have websites. Today, digital growth outpaces print declines, and despite stiff competition from the duopoly, the company continues to thrive.
In this session, Meredith Chief Digital Officer Matt Minoff will share lessons learned and pitfalls to avoid while enacting your own digital transformation, from the importance of building a great team to how to grow revenue without sacrificing editorial integrity.
Growth Hacking Mobile Apps: 3 Critical Growth Tactics Urban Airship
So what do we mean by “growth hacking?” Or the more accurate name for it is “growth marketing.” Growth marketing can drive huge returns, and it has a few characteristics.
The way you interact with the product team. Before, marketers are thinking about acquisition, or branding, or email campaigns, or press releases. They aren’t really thinking in terms of the product. But in the growth marketing mindset, they’re sitting with the product team.
Their goals. Growth marketers are evaluating opportunities across the entire funnel and picking the ones that are the most strategically important.
Their use of data. Growth marketing is about challenging that assumption and using data to drive real results. And this is what enables you to be really creative -- that you know what is or isn’t working.
Testing. This is the flipside of data, right? That we use the data to run experiments, to refine our thinking, and to see what’s working and what isn’t.
Use of technology. There are literally thousands of VC-backed companies in the martech space now. But the growth marketing mindset is to view this as an opportunity, not a barrier. If I choose the right content management system for my website, I can make updates faster and my site renders more quickly, which means I rank better in Google. Growth marketers understand and use technology.
AND IT IS NOT JUST STARTUPS
The Clear Advantage to Competitive Intelligence ApplicationsMediaPost
No question, email deliverability and marketing analytics is a data-driven decision-making process.
But how quickly your teams can make decisions with that data plays a crucial role in the revenue generated from your email programs. Does it take hours? days? or is it real-time? As the leading provider of accurate, real-time, presentable email intelligence, we will demonstrate why real-time actionable data, presented in an easy-to-use manner, has been proven to increase your monthly email marketing revenue by more than 3x. Join us as we become email “spies” for the morning and explore the tangible benefits of (the) CIA.
People-Based Marketing for Platforms - LiveRamp Sponsor Breakfast PresentationMediaPost
Marketers want to do more people-based marketing in order to target their customers and prospects based on known buying behaviors and preferences. Until recently, those tactics were limited to a small number of programmatic platforms. With IdentityLink, publishers can create people-based solutions across their properties and capture the budgets they’ve been missing out on.
SearchLeeds, Ed Blakeway 'Programmatic - the future of advertising' Branded3
Ed Blakewat leads campaign planning, development and activation for AMNET in Leeds. AMNET is Dentsu Aegis’ programmatic trading desk, responsible for the delivery of billions of digital ad impressions annually.
How Web Scraping Can Help Affiliate MarketersPromptCloud
This presentation discusses how web scraping services can be deployed to acquire trending ecommerce product data for better conversion in affiliate marketing.
Postup - Growing Revenue with Content Walls, Registration and NewslettersMediaPost
In this presentation, Tony D'Anna from PostUp will unpack the strategy of paywalls, showing how to move beyond a one-size fits approach, and the strategic role of email signup in driving premium subscriptions and user lifetime value.
Third Party Cookies cConundrum - A Fireside Chat Tatvic Analytics
A major change is coming for advertisers, publishers and the entire digital advertising ecosystem with the demise of third-party cookies. There is a way for brands to not only survive but thrive, in this new environment.
If you have any additional questions or want to get your assessment done, email us at hello@tatvic.com and we'll be happy to help.
Combining location data with smart profiling, Mall of America has learned to pull its most likely fashion, holiday and seasonal shoppers back through programmatic and social channels. As MoA and its agency Ciceron will share, they are also using location and geo-fencing technologies to track and learn from foot traffic and sales that are attributable to those buys.
PMI Europe - Eric Weaver - "The Great Social Media Crisis of Faith"PerformanceIN
Organic reach has crashed. Content isn’t being seen. Facebook has become a paid channel and brand social teams are struggling to justify bigger budgets to overcome these issues.
Running a high-performing brand social department requires a new look at process, tools and measurement – an approach that provides financial impact metrics that justify costs.
MediaBrands’ chief social officer Eric Weaver will show real-world examples of what is happening to brand social efforts, discuss practical approaches to process, and examine new tools that show the fiscal impact of being a social brand.
Attendees will walk away with a refreshed strategy to consider for the year ahead.
Intro to Programmatic Advertising with Matt Prohaska from Prohaska ConsultingStukent Inc.
Have you ever been watching TV and wondered how you could get an ad on television? This session won't show you how to make a killer super bowl ad, but it will show you the technology used to buy and sell ad time on television and on the web.
Fair warning, it gets pretty complex.
Don't worry though. Matt Prohaska consults with top companies to help them make sense of it all and get the most out of their advertising budgets. Today, he'll take you through the whole process and help you make sense of it too.
Deterministic Measurement & Attribution; What You Need to Know Now to Drive P...Zeta Global
In this webinar, Zeta’s own GVP, Analytics & Data Science, Pavan Korada and GVP, Audience Activation Solutions, Lewis Steckler engage in a detailed discussion around the evolution of attribution and how true deterministic measurement can solve these all-to-common marketing challenges: What is the true impact of channels layered on top of one another? and What is the optimal mix of media spend?
Webinar on Minimizing Waste and Optimizing ROI in Digital AdvertisingAudienceScience
Global digital advertising is now a $117 billion industry. However, AudienceScience has discovered that many marketers lack the transparency and control needed to effectively measure and optimize their digital campaigns. With digital continuing to grow in importance for marketers globally, it is essential to overcome these limitations, including many of the misconceptions they have about digital advertising.
Digital Marketing Analytics Services - A complete solution guideEaglytics_Co
Unveiling Eaglytics.co: Your Premier Destination for Data Analytics Solutions in Digital Marketing
In today's digital age, where data reigns supreme, businesses are increasingly relying on analytics to drive informed decisions and enhance their marketing strategies. Among the myriad of companies offering data analytics solutions, Eaglytics.co (https://eaglytics-co.com/) stands out as a beacon of excellence. As a prominent player in the realm of digital marketing analytics, Eaglytics.co (https://eaglytics-co.com/) offers a comprehensive suite of services tailored to meet the diverse needs of modern businesses.
At Eaglytics.co (https://eaglytics-co.com/), we understand the pivotal role that data plays in shaping the success of digital marketing campaigns. With a team of seasoned experts and cutting-edge technology at our disposal, we empower businesses to harness the full potential of their data and unlock valuable insights that drive growth and innovation.
What Sets Eaglytics.co (https://eaglytics-co.com/) Apart?
---
1) Comprehensive Suite of Services
2) Customized Solutions
3) State-of-the-Art Technology
4) Robust Reporting and Insights
Our Range of Services:
---
i) E-commerce Analytics: Elevating Engagement and Conversion
ii) Digital Marketing Analytics : Your Partner for Holistic Growth
iii) App/Product Analytics: Optimizing User Experiences
iv) Construction Analytics: Your Blueprint to Success
Why Choose Eaglytics.co (https://eaglytics-co.com/)?
---
a) Proven Track Record: With a proven track record of success and a portfolio of satisfied clients across diverse industries, Eaglytics.co has established itself as a trusted leader in the field of digital marketing analytics.
b) Dedicated Support: Our team of experts is committed to providing unparalleled support and guidance every step of the way. Whether you have questions about data interpretation, need assistance with implementation, or require custom solutions, we're here to help.
c) Continuous Innovation: In an ever-evolving digital landscape, staying ahead of the curve is essential. That's why we're dedicated to continuous innovation, regularly updating our technology and methodologies to deliver cutting-edge solutions that drive results.
d) Transparent Pricing: We believe in transparency and fairness in all our dealings. Our pricing structure is straightforward and competitive, with no hidden fees or surprises.
In Conclusion:
In a world where data is king, https://eaglytics-co.com/ reigns supreme as your premier destination for data analytics solutions in digital marketing. With a commitment to excellence, innovation, and customer satisfaction, we're dedicated to helping businesses thrive in the digital age. Whether you're a small business or a multinational corporation, partner with Eaglytics.co and unlock the power of data to fuel your success.
Study programmatic and data in Spain DatmeanDatmean
Datmean just released the first study carried out in Spain about programmatic buying and data. The research points out where Spain stands on this subject and the challenges the country is facing in 2017
Multi Channel Attribution - Driving Marketing Spend Planning In The Big Data AgeAbsolutdata Analytics
This presentation was given by Eli Kling, Director - Analytics, AbsolutData at The Business Analytics Conference, AmsterDam, October 2013.
AbsolutData is a global leader in applying analytics to drive sales and increase profits for its customers. AbsolutData has built strong expertise and traction with Fortune 1000 companies across 40 countries. We specialize in big data, high end business analytics, predictive modeling, research, reporting, social media analytics and data management services. AbsolutData delivers world class analytics solutions by combining their expertise in industry domains, analytical techniques and sophisticated tools
Briefly explain the importance and growth of programmatic advertising in the digital marketing landscape.
For a professional digital marketing agency in India, visit - adzmode.com
Bridge the Marketing Divide: Combining Cross-Channel Attribution with Data On...Adometry by Google
Marketers are migrating to digital channels en masse. According to a recent eMarketer study, U.S. e-commerce sales will total $259 billion in 2013 - a 14.8% annual increase over 2012's $225.5 billion.
But there's a missing link. When consumers research products online, the majority of purchases take place offline, either over a phone or in a store. Forrester Research, Yahoo, and comScore all reach the same conclusion: As much as 92% of purchases take place offline following online consumer activity, while most digital marketers target online conversions only.
Targeting isn't about clicks, it's about sales, and 92% is a large percentage of missing data!
We are in the midst of the next great transformative era in the media business. The digital age, supported by data, technology, and predictive analytics has created a new opportunity to be more precise, more efficient, and more effective with our clients’ media investments:
- New ways of identifying who your customers are.
- New ways of reaching and influencing them at critical moments.
New ways of discovering the 50% of advertising that works, and avo- iding the 50% that doesn’t.
This reports analyses the state to digital media and its impact on the future.
For further information please look up your regional contact here: http://news.ipgmediabrands.com/magna-global/press-releases/
AUBG Lecture - Data & Analytics - Importance of data.pptxYasen4
Lecture at the American University in Bulgaria talking about the concept of the T-shaped marketer and the importance of data in making informed decisions.
*** Leveraging Data to Build Brand Affinity, Increase Loyalty and Drive Revenue ***
* Get Secrets to Top Performers’ Success in Customer-centric Marketing Strategies *
In this SlideShare presentation, you’ll learn how business leaders in a variety of different industries are leveraging their own data to become a more customer-driven organization.
Learn how they are:
- Using customer analytics to drive marketing strategies
- Improving transactional and emotional loyalty with customized offers
- Increasing revenue via a more targeted marketing approach
- Staying top of mind with customers and prospects alike
Is your company ready to take full advantage of customer data to attract and engage loyal buyers across marketing, sales and service? Take some tips from top performers and model your own data driven marketing efforts to theirs for your own success.
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
Tech Talk with Quantcast: Meeting the Demands of Brands
1. Quantcast
Meeting the Demands of Brands - How To Make The
Best Use of Data to Fulfill Audience Guarantees
Presented by
Matt Clark, Head of Global Publisher Development
Quantcast
Brands want to buy digital audiences the way they buy TV audiences.On TV, brands use GRPs and guaranteed audience demographic buyingBrand are turning to these same types of buys in an attempt to compare TV and digital using the same metricsNielsen Online Campaign Ratings is helping make this possible by lining up TV and digital audience measurement
Third-party audience validation services (e.g. Nielsen OCR, comScore vCE) are helping advertisers understand how many of their campaign impressions were delivered to the intended target audience.With audience validation services, publishers are held accountable for delivering every campaign impression to the advertiser’s target audience.Audience validation lets brands:Verify whether the ad was delivered “in target”Understand reach, frequency and GRPs for their campaignBuy audiences on a guaranteed basis
So we’d like to share with you a few things that we’ve learned about tactics that don’t work, and tactics that doQuantcast’s real-time advertising solutions have powered many brand campaignsAnd we’ve had the opportunity to measure campaign audiences using Nielsen Online Campaign RatingsTM.As a result, we’ve made some interesting observations on how data and technology can impact campaign performance in light of audience guarantees.Since it wouldn’t be a digital media conference without someone bashing the click, we’ll talk about the relationship between CTR and in-target deliveryAnd we’ll also talk about ways data can be used to improve accuracy, and the financial case for doing so
But we’re not just saying that, we’re going to prove itThese are demographic profiles from real Quantcast Advertise campaigns – one for an Online Retailer and another for an Insurance company.For these campaigns, we measured the demographic profiles of two groupsThe first group were people who clicked on the ads we servedThe second group were people who bought the products reflected in the ads after viewing the ads – regardless of clickI’m not going to walk through all of the numbers in detail – the shapes of these graphs speak for themselvesIt’s obvious that the online retailer’s primary audience are adults aged 25-44And it’s obvious that the most active clickers were aged 18-24 and over 65I’m really not sure how much more evidence we need
But because I feel like kicking the click when it’s down, we’ll keep goingRecently a Quantcast partner ran a brand-focused campaign targeted at Females 18-34That’s what the brand wantedAnd initially the results were great – 59% on-target delivery which is almost 5x the internet average for that demoBut then one day the agency called up and said they needed more clicksI see lots of shock and confusion on the faces in this crowd – I’m sure none of you have ever gotten that callAfter optimizing for CTR, we saw a result that was surprising to some, and not to othersIn target delivery dropped over a third – from 59% to only 38%So the brand reached significantly fewer people who were likely to buy from themAnd replaced them with people who click on ads all day long, but never buy a thing
Now let’s talk about an approach that does work – data.We’ll show you how that same Quantcast partner achieved that 59% result in the first placeFirst let’s look at some statistics about the target audience, Females 18-34According to Nielsen OCR, that’s about 12% of the US online universeAnd of all the campaigns Nielsen measured in 2012, the average on-target percentage was 33%Let’s say that differently – if you’re an advertiser targeting Females 18-34, in 2012, on average 2/3 of your impressions missed their targetThe Quantcast partner in this case study is a women’s lifestyle network, so they already over index in the target – 35%But using their female-focused content in combination with Quantcast’s Female 18-34 segment…They got 59% on target. That’s 69% higher than their non-targeted campaigns, and almost twice the average of all 2012 campaigns
Now, greater accuracy is nice, but it’s even better if it translates into meaningful revenueMany of the publishers and partners who work with us today are using our data with their instream video inventoryThat’s a high priced and scarce type of inventory – eMarketer says the average instream unit sells for $25 CPMSo here’s a scenario that’s pretty realistic – a 10 million impression campaign priced at $25Using the numbers from the case study we just showed you – without targeting, in order to deliver 10 million impressions in target:At 35% accuracy, that means delivering another 18.5 million impressions outside of the targetThat’s an extra $464K worth of inventoryMany publishers will try to raise the price in the face of these economicsBut using Quantcast targeting, in order to deliver 10 million impressions in target:At 59% accuracy, that reduces the extra impressions to a little under 7 millionThat reclaims $290K worth of inventory that can be sold to someone elseThese aren’t digital nickels and dimes. We’re talking about millions of dollars a year in efficiencies.
Those aren’t one-time results. We run these tests time and time again.When you’re trying to manage yield, you need the results to be repeatable, stable, and scalableAnd when measured against Nielsen OCR, Quantcast data is all of those thingsOur partners are using our demographic data to the tune of hundreds of millions of impressions per monthWithout sacrificing accuracy
Our demographic segments have an unmatched combination of scale and accuracy because of our unique web-wide visibility and powerful modeling capabilitiesHere’s how we put that data to workWe start with consumer examples from premium and known data sources – and we measure those consumers to understand what makes them uniqueWe compare those consumers against every single US internet user to draw meaningful, actionable insightsThose insights come together as our audience model, which we use to find many more people who are just like those example consumersAnd our technology works non-stop, dynamically updating audience segments to ensure they’re capturing the most up-to-date nuances of online audiencesFinally – we send that audience segment data to our publisher partner ad servers for targeting and forecasting