It pays to target the right audiences, says Neustar Aggregate Knowledge in its Q4 Global Media Intelligence Report [download page]. The study looks at user conversion rates for core display campaigns across 5 key verticals – CPG, retail, education, auto and telecommunications – indicating the lift in rates from targeting top performing audiences compared to audiences in general.
The following is a brief summary of the results during Q4, indicating the increases in user conversion rates from targeting top performing audiences, as well as some key attributes of those particular audiences:
CPG
- Targeting top audiences leads to a performance lift of 220%.
- Top attributes driving the lift include: household investing patterns; the presence of pets; and nutrition.
Retail
- Targeting top audiences leads to a performance lift of 500%.
- Top attributes driving the lift include: home value; brand of car owned; and third-party segmentation models.
Education
- Targeting top audiences leads to a performance lift of 560%.
- Top attributes driving the lift include: household size; length of residence; household composition; and current education level.
Auto
- Targeting top audiences leads to a performance lift of 920%.
- Top attributes driving the lift include: home value; brand of car owned; and brand of mobile phone owned.
Telecommunications
- Targeting top audiences leads to a performance lift of 1400%.
- Top attributes driving the lift include: financial stability; electronics usage; and transportation preferences.
Finally, separate data contained in the report indicates that the use of offline first-party CRM data can substantially boost online campaign results. Neustar determined – from a sample of multiple clients in the education, retail and telcom verticals – that CRM data performed anywhere between 31-64 times better than the advertiser average during the fourth quarter of the year.
About the Data: The report’s data was compiled from a representative sample of Neustar’s customer base. This includes 61 billion impressions, accounting for 55 percent of Neustar Aggregate Knowledge’s total impression volume across approximately 145 billion ad events.
The methodology for vertical industry performance consisted of an analysis of the top audiences for each vertical. The analysis focused on core display campaigns, excluding search, site tracking, retargeting, and email campaigns.
