|By Business Wire||
|August 26, 2014 09:08 AM EDT||
Neustar, Inc. (NYSE: NSR), a trusted, neutral provider of real-time information services and analytics, today released its Q2 2014 Media Intelligence Report (MIR), which analyzed the performance of online advertising channels and campaign types during the second quarter. The report gives marketers insights into which mediums were most profitable and reached people more consistently; which campaign types were most effective overall; and how the use of an CRM data to build and reach top audiences impacts campaigns.
This quarter, one of the report’s most noteworthy findings is around the waning influence the “click” has on conversion rates. In a study of the health care industry, the report found that consumers who viewed ads converted to sales 2900 percent more often than campaign averages, while consumers who clicked on ads converted just 100 percent more often than campaign averages. The study also found significant differences between the click and view audience demographics.
According to Rob Gatto, SVP of Neustar Media and Advertising, “By measuring customer and media activity in real-time, marketers can uncover incredibly valuable campaign insights, some of which may be surprising. While many marketers still place emphasis on clicks for conversions, depending on their target audience they may find much greater growth opportunity in view-based conversions.”
Other highlights from this quarter’s report include:
View and Click Audiences Differ
In addition to its findings around click-based and view-based conversion rates, the report also found clear demographic differences between audiences that converted after clicks and those that did so following views. Knowing the difference in conversion rates and recognizing that different audiences convert in different ways can help marketers identify their ideal prospects and optimize their marketing budgets.
Social is Growing and a Bargain
Social media demonstrated the best cost-efficiency in Q2, coming in at 70 percent below the industry average for cost and showing a 32 percent cost decrease quarter over quarter. Social’s reach-efficiency was 286 percent better than the next channel, portals and its ability to reach exclusive users (not seen on other channels) improved by 65 percent quarter over quarter*. The decrease in the cost of social stems in part from the growing use of efficient demand-side platforms to purchase social impressions. Going forward, marketers should look to social for good value and a cost-effective means to drive reach.
Video is the New Normal
Video is becoming a more common buy, no longer tied exclusively to specialized video networks. Driven by events like the FIFA World Cup, advertisers in Q2 looked to major networks serving soccer-related content and bought more video impressions there. Networks continued to have solid upper funnel influence, providing strong awareness and leaving longer-lasting effects on users who are later re-messaged to. While network costs rose 28% over the last quarter, new and better video targeting and measurement tools give marketers the power to promote brand awareness, even as its costs increase.
About the Neustar Media Intelligence Report
The data analyzed for this report covered over 220 billion digital events occurring during the second quarter of 2014, all tracked using Neustar’s AK Media Insights, a key part of Neustar’s integrated marketing solution, PlatformOneTM.
Using algorithms designed by Neustar’s data scientists, all of Neustar’s quarterly MIR reports look at the best digital advertising channels for reaching new and high-quality customers, reducing ad spend that doesn’t reach intended audiences, driving customers’ actions and influencing their buying decisions. Neustar’s MIR insights help marketers, brands and agencies determine where and how to engage their prospects and customers using a personalized dialogue. Download the full Q2 Neustar Media Intelligence Report based on AK Media Insights.
* These figures may be skewed by users who access social on multiple platforms and devices, and via private browsing. Every time a user accesses social in a private browser, they appear as a new cookie (or user).
Neustar, Inc. (NYSE:NSR) is the first real-time provider of cloud-based information services and data analytics, enabling marketing and IT security professionals to promote and protect their businesses. With a commitment to privacy and neutrality, Neustar operates complex data registries and uses its expertise to deliver actionable, data-driven insights that help clients make high-value business decisions in real time, one customer interaction at a time. More information is available at www.neustar.biz.
Move from reactive to proactive cloud management in a heterogeneous cloud infrastructure. In his session at 16th Cloud Expo, Manoj Khabe, Innovative Solution-Focused Transformation Leader at Vicom Computer Services, Inc., will show how to replace a help desk-centric approach with an ITIL-based service model and service-centric CMDB that’s tightly integrated with an event and incident management platform. Learn how to expand the scope of operations management to service management. He will al...
May. 28, 2015 10:00 PM EDT Reads: 1,422
The true value of the Internet of Things (IoT) lies not just in the data, but through the services that protect the data, perform the analysis and present findings in a usable way. With many IoT elements rooted in traditional IT components, Big Data and IoT isn’t just a play for enterprise. In fact, the IoT presents SMBs with the prospect of launching entirely new activities and exploring innovative areas. CompTIA research identifies several areas where IoT is expected to have the greatest impac...
May. 28, 2015 09:00 PM EDT Reads: 4,944
There's no doubt that the Internet of Things is driving the next wave of innovation. Google has spent billions over the past few months vacuuming up companies that specialize in smart appliances and machine learning. Already, Philips light bulbs, Audi automobiles, and Samsung washers and dryers can communicate with and be controlled from mobile devices. To take advantage of the opportunities the Internet of Things brings to your business, you'll want to start preparing now.
May. 28, 2015 07:00 PM EDT Reads: 5,796
In a world of ever-accelerating business cycles and fast-changing client expectations, the cloud increasingly serves as a growth engine and a path to new business models. Dynamic clouds enable businesses to continuously reinvent themselves, adapting their business processes, their service and software delivery and their operations to achieve speed-to-market and quick response to customer feedback. As the cloud evolves, the industry has multiple competing cloud technologies, offering on-premises ...
May. 28, 2015 06:00 PM EDT Reads: 4,002
SYS-CON Events announced today that SUSE, a pioneer in open source software, will exhibit at SYS-CON's DevOps Summit 2015 New York, which will take place June 9-11, 2015, at the Javits Center in New York City, NY. SUSE provides reliable, interoperable Linux, cloud infrastructure and storage solutions that give enterprises greater control and flexibility. More than 20 years of engineering excellence, exceptional service and an unrivaled partner ecosystem power the products and support that help ...
May. 28, 2015 05:01 PM EDT Reads: 498
As the world moves from DevOps to NoOps, application deployment to the cloud ought to become a lot simpler. However, applications have been architected with a much tighter coupling than it needs to be which makes deployment in different environments and migration between them harder. The microservices architecture, which is the basis of many new age distributed systems such as OpenStack, Netflix and so on is at the heart of CloudFoundry – a complete developer-oriented Platform as a Service (PaaS...
May. 28, 2015 05:00 PM EDT Reads: 1,652
T-Mobile has been transforming the wireless industry with its “Uncarrier” initiatives. Today as T-Mobile’s IT organization works to transform itself in a like manner, technical foundations built over the last couple of years are now key to their drive for more Agile delivery practices. In his session at DevOps Summit, Martin Krienke, Sr Development Manager at T-Mobile, will discuss where they started their Continuous Delivery journey, where they are today, and where they are going in an effort ...
May. 28, 2015 04:45 PM EDT Reads: 1,418
SAP is delivering break-through innovation combined with fantastic user experience powered by the market-leading in-memory technology, SAP HANA. In his General Session at 15th Cloud Expo, Thorsten Leiduck, VP ISVs & Digital Commerce, SAP, discussed how SAP and partners provide cloud and hybrid cloud solutions as well as real-time Big Data offerings that help companies of all sizes and industries run better. SAP launched an application challenge to award the most innovative SAP HANA and SAP HANA...
May. 28, 2015 04:00 PM EDT Reads: 3,177
There is no question that the cloud is where businesses want to host data. Until recently hypervisor virtualization was the most widely used method in cloud computing. Recently virtual containers have been gaining in popularity, and for good reason. In the debate between virtual machines and containers, the latter have been seen as the new kid on the block – and like other emerging technology have had some initial shortcomings. However, the container space has evolved drastically since coming on...
May. 28, 2015 03:30 PM EDT Reads: 1,326
The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to wait for long development cycles that produce software that is obsolete at launch. DevOps may be disruptive, but it is essential. The DevOps Summit at Cloud Expo – to be held June 3-5, 2015, at the Javits Center in New York City – will expand the DevOps community, enable a wide...
May. 28, 2015 03:00 PM EDT Reads: 1,956
P2P RTC will impact the landscape of communications, shifting from traditional telephony style communications models to OTT (Over-The-Top) cloud assisted & PaaS (Platform as a Service) communication services. The P2P shift will impact many areas of our lives, from mobile communication, human interactive web services, RTC and telephony infrastructure, user federation, security and privacy implications, business costs, and scalability. In his session at @ThingsExpo, Robin Raymond, Chief Architect...
May. 28, 2015 03:00 PM EDT Reads: 4,369
The web app is Agile. The REST API is Agile. The testing and planning are Agile. But alas, Data infrastructures certainly are not. Once an application matures, changing the shape or indexing scheme of data often forces at best a top down planning exercise and at worst includes schema changes which force downtime. The time has come for a new approach that fundamentally advances the agility of distributed data infrastructures. Come learn about a new solution to the problems faced by software orga...
May. 28, 2015 02:56 PM EDT Reads: 475
Explosive growth in connected devices. Enormous amounts of data for collection and analysis. Critical use of data for split-second decision making and actionable information. All three are factors in making the Internet of Things a reality. Yet, any one factor would have an IT organization pondering its infrastructure strategy. How should your organization enhance its IT framework to enable an Internet of Things implementation? In his session at Internet of @ThingsExpo, James Kirkland, Chief Ar...
May. 28, 2015 02:00 PM EDT Reads: 4,861
The world is at a tipping point where the technology, the device and global adoption are converging to such a point that we will see an explosion of a world where smartphone devices not only allow us to talk to each other, but allow for communication between everything – serving as a central hub from which we control our world – MediaTek is at the heart of both driving this and allowing the markets to drive this reality forward themselves. The next wave of consumer gadgets is here – smart, con...
May. 28, 2015 02:00 PM EDT Reads: 665
Cloud Expo, Inc. has announced today that Andi Mann returns to DevOps Summit 2015 as Conference Chair. The 4th International DevOps Summit will take place on June 9-11, 2015, at the Javits Center in New York City. "DevOps is set to be one of the most profound disruptions to hit IT in decades," said Andi Mann. "It is a natural extension of cloud computing, and I have seen both firsthand and in independent research the fantastic results DevOps delivers. So I am excited to help the great team at ...
May. 28, 2015 02:00 PM EDT Reads: 1,681