Neustar Media Intelligence recent report showed a massive increase in Q1 2014 compared to Q4 2013.
They stated explained, “this conversion increase of 2800% was largely driven by a shift in ad spend from premium channels toward the more direct-response-focused exchanges. Other factors included the use of offline customer data in online campaigns, brands targeting top performing audiences, and an uptick in higher-converting mobile and video campaigns.”
Their other key findings included:
- Social demonstrates the best cost efficiency, indexing 350% below the industry average
- Social continues to deliver reach efficiency, performing 37% better than the next-best channel, exchanges
- Exchanges show a dramatic improvement for reaching high-quality users, outperforming other channels and indexing 121% above the industry average
- Social and networks demonstrate above-average influence in the upper funnel, while portals and exchanges dominate the lower funnel
- CRM data performs 32x-107x better than the advertiser average across clients in the Entertainment and Retail verticals
- Targeting top performing audiences comprised of third party data could lead to an increase in conversion rates of 6x in Health, 10x in Telco, 26x in Education, 28x in CPG, 30x in Entertainment and 56x in Retail.
Rob Gatto, SVP of Media and Advertising at Neustar explained,
What This Reports Means for Marketers
1. Stop buying advertising based on where you think your audience is.
I’m amazed at the number of advertisers who are still buying digital media on a context basis; i.e. buying on a specific website because that’s where you think your users are. When you begin to layer in audience targeting, you often begin to see a very different picture of who your buyers really are, which you can then utilize to scale your efforts in those areas.
It’s not at all surprising that when marketers use audience data to target campaigns, the return on investment increases – and there are also residual effects that they haven’t gotten to yet. You can figure out not only what your audience looks like, but who is taking the actions, how to find more of those folks, and how to scale that level of audience so you can spend your money more efficiently.
2. Start Leverage your CRM data, right now.
To me, any organization’s single biggest asset is the data they have on their customers. If you’re not utilizing your own customer data, you’re missing your biggest opportunity.
First, you can use it to understand channel relationship to closure. Your CRM data allows you to close the loop from advertising to sale, or advertising to action. Then, it allows you to control the message you deliver those people depending on where they are at in their buying lifecycle. Whether you sell cars or clothing, CRM data helps you understand why people convert, the journey you’re going to take with them over their lifetime value, and how you should market to them.
Then, there’s extension. You can use your CRM data to target new people who look like your customers – and if you have segmentation within your customer base, you’ll understand how to market to that new group in different ways, based on your existing segments.
If you’re not leveraging CRM data, you’re wasting money with existing customers, and you’re wasting money attempting to do any sort of reach extension.
3. That “year of mobile” we’ve been hearing about is finally here.
Mobile has reached a tipping point. One reason is accessibility: everyone now has a phone with a data plan or a smartphone. Two: social media has had a dramatic effect on phone usage. Personally, I can’t remember the last time I looked at Facebook on my laptop. We’re beginning to see distinct activities happening in different channels – activities your customers do on their laptops, activities on their phones, and activities on their tablets – often with very little crossover.
There’s now a huge opportunity to understand the context of device and what you should be communicating in each context, and how different demographics react.
But to do this, you have to understand channels, context and the variables that go into what you want to show an individual on a website, on the phone, on an iPad, at night, during the day, at lunchtime … before you spend your media dollar.
That’s where you need help: a platform that can help you build on an identification layer, verify who an individual is, assign a set of attributes to that individual and then understand how they interact with you as a customer. And the most effective marketers are starting to understand that these insights shouldn’t work in pieces. This is the time to think about how it all works together.