Click here to close now.


News Feed Item

The Click is Dead and Social is Hot: Neustar Reports on its Q2 Media Insights

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).

About Neustar
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

More Stories By Business Wire

Copyright © 2009 Business Wire. All rights reserved. Republication or redistribution of Business Wire content is expressly prohibited without the prior written consent of Business Wire. Business Wire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
SYS-CON Events announced today that Super Micro Computer, Inc., a global leader in high-performance, high-efficiency server, storage technology and green computing, will exhibit at the 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. Supermicro (NASDAQ: SMCI), the leading innovator in high-performance, high-efficiency server technology is a premier provider of advanced server Building Block Solutions® for Data ...
In today's digital world, change is the one constant. Disruptive innovations like cloud, mobility, social media, and the Internet of Things have reshaped the market and set new standards in customer expectations. To remain competitive, businesses must tap the potential of emerging technologies and markets through the rapid release of new products and services. However, the rigid and siloed structures of traditional IT platforms and processes are slowing them down – resulting in lengthy delivery ...
Containers are all the rage among developers and web companies, but they also represent two very substantial benefits to larger organizations. First, they have the potential to dramatically accelerate the application lifecycle from software builds and testing to deployment and upgrades. Second they represent the first truly hybrid-approach to consuming infrastructure, allowing organizations to run the same workloads on any cloud, virtual machine or physical server. Together, they represent a ver...
SYS-CON Events announced today the Containers & Microservices Bootcamp, being held November 3-4, 2015, in conjunction with 17th Cloud Expo, @ThingsExpo, and @DevOpsSummit at the Santa Clara Convention Center in Santa Clara, CA. This is your chance to get started with the latest technology in the industry. Combined with real-world scenarios and use cases, the Containers and Microservices Bootcamp, led by Janakiram MSV, a Microsoft Regional Director, will include presentations as well as hands-on...
Nowadays, a large number of sensors and devices are connected to the network. Leading-edge IoT technologies integrate various types of sensor data to create a new value for several business decision scenarios. The transparent cloud is a model of a new IoT emergence service platform. Many service providers store and access various types of sensor data in order to create and find out new business values by integrating such data.
As operational failure becomes more acceptable to discuss within the software industry, the necessity for holding constructive, actionable postmortems increases. But most of what we know about postmortems from "pop culture" isn't actually relevant for the software systems we work on and within. In his session at DevOps Summit, J. Paul Reed will look at postmortem pitfalls, techniques, and tools you'll be able to take back to your own environment so they will be able to lay the foundations for h...
Containers are changing the security landscape for software development and deployment. As with any security solutions, security approaches that work for developers, operations personnel and security professionals is a requirement. In his session at @DevOpsSummit, Kevin Gilpin, CTO and Co-Founder of Conjur, will discuss various security considerations for container-based infrastructure and related DevOps workflows.
There are so many tools and techniques for data analytics that even for a data scientist the choices, possible systems, and even the types of data can be daunting. In his session at @ThingsExpo, Chris Harrold, Global CTO for Big Data Solutions for EMC Corporation, will show how to perform a simple, but meaningful analysis of social sentiment data using freely available tools that take only minutes to download and install. Participants will get the download information, scripts, and complete en...
Too often with compelling new technologies market participants become overly enamored with that attractiveness of the technology and neglect underlying business drivers. This tendency, what some call the “newest shiny object syndrome,” is understandable given that virtually all of us are heavily engaged in technology. But it is also mistaken. Without concrete business cases driving its deployment, IoT, like many other technologies before it, will fade into obscurity.
IT data is typically silo'd by the various tools in place. Unifying all the log, metric and event data in one analytics platform stops finger pointing and provides the end-to-end correlation. Logs, metrics and custom event data can be joined to tell the holistic story of your software and operations. For example, users can correlate code deploys to system performance to application error codes.
Achim Weiss is Chief Executive Officer and co-founder of ProfitBricks. In 1995, he broke off his studies to co-found the web hosting company "Schlund+Partner." The company "Schlund+Partner" later became the 1&1 web hosting product line. From 1995 to 2008, he was the technical director for several important projects: the largest web hosting platform in the world, the second largest DSL platform, a video on-demand delivery network, the largest eMail backend in Europe, and a universal billing syste...
Between the compelling mockups and specs produced by analysts, and resulting applications built by developers, there exists a gulf where projects fail, costs spiral, and applications disappoint. Methodologies like Agile attempt to address this with intensified communication, with partial success but many limitations. In his session at DevOps Summit, Charles Kendrick, CTO and Chief Architect at Isomorphic Software, will present a revolutionary model enabled by new technologies. Learn how busine...
Interested in leveraging automation technologies and a cloud architecture to make developers more productive? Learn how PaaS can benefit your organization to help you streamline your application development, allow you to use existing infrastructure and improve operational efficiencies. Begin charting your path to PaaS with OpenShift Enterprise.
Cloud computing delivers on-demand resources that provide businesses with flexibility and cost-savings. The challenge in moving workloads to the cloud has been the cost and complexity of ensuring the initial and ongoing security and regulatory (PCI, HIPAA, FFIEC) compliance across private and public clouds. Manual security compliance is slow, prone to human error, and represents over 50% of the cost of managing cloud applications. Determining how to automate cloud security compliance is critical...
WebRTC services have already permeated corporate communications in the form of videoconferencing solutions. However, WebRTC has the potential of going beyond and catalyzing a new class of services providing more than calls with capabilities such as mass-scale real-time media broadcasting, enriched and augmented video, person-to-machine and machine-to-machine communications. In his session at @ThingsExpo, Luis Lopez, CEO of Kurento, will introduce the technologies required for implementing thes...