Social Ads Continue to Efficiently Reach New Audiences


NeustarAK-Media-Spend-Efficiency-Comparison-in-Q2-Aug2014Social ads continue to outperform portals, networks, and exchanges in cost-effectively reaching new and exclusive audiences, although the data may be skewed by social users who use private browsing, details Neustar Aggregate Knowledge in its latest quarterly “Media Intelligence Report” [download page] covering Q2 activity. The study reveals that social ads performed 167% better than the 4-channel average in reaching new and exclusive users at a low cost. (The potential data skew would be the result of users accessing social on multiple platforms and devices and via private browsing; Neustar explains that each time a user accesses social in a private browser, they appear as a new cookie, or user.)

Social ads were also effective in reaching quality users – those that can be targeted consistently. While social trailed exchanges in the “user quality index,” it remained above the 4-channel average due to! an incr ease in both impressions and the frequency of ads being shown to the same users.

Additionally, the study shows that social ads remain a bargain, being 70% cheaper than average in Neustar’s “cost index,” which measures a channel’s ability to drive impressions, clicks and conversions at a low cost.

Separately, the report notes the considerable impact of leveraging CRM data in advertising campaigns. In its analysis of data from clients in 3 verticals, Neustar reveals that those using offline, first-party CRM data to target advertising performed:

  • 19 times better than the advertiser average in the telecommunications vertical;
  • 55 times better than the advertiser average in the retail vertical; and
  • 98 times better than the advertiser average in the entertainment vertical.

Tags: ,

By: Dr. Augustine Fou Thursday, August 28th, 2014 news

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

Augustine Fou portrait
Send Tips:
Digital Strategy Consulting
Dr. Augustine Fou LinkedIn Bio
Digital Marketing Slideshares
The Grand Unified Theory of Marketing