Quantcast Newsletter: Quantcast’s 10 Things to do for 2010
Issue 6: December 2009
10 Tips for 2010 Success with Quantcast
We've enhanced the Quantcast service substantially throughout 2009, bringing new tools to users that enable better access to audience data and the connection of those insights to the advertising buying and selling process. With the start of 2010 just around the corner, here's a list of 10 things (five for ad buyers and five for ad sellers) you can do to make sure you are using Quantcast to its fullest potential:
Ad buyers...
Sign up for Quantcast Marketer to generate deep insights about your customers.
Develop an inventory packaging strategy, and use labels to generate real audience profiles.
Make sure your sales team has daily access to your "account dashboard" to review ad buyer inquiries and leads (you're logged in account homepage resides in the account where you created and manage your site tags).
Join Media Program, start selling audiences, and proactively incorporate Quantcast audience solutions into your sales proposals.
Starting in January ’10, you’ll be able to easily view and analyze top-level PointRoll campaign reporting in your Quantcast Marketer dashboard alongside your other marketing and user activity data. Leverage PointRoll to deliver creative, engaging and more effective online marketing while receiving unparalleled insights and analytics via the Quantcast Marketer dashboard.
Marketers will be able to measure performance across campaigns and easily view their PointRoll data independently and in line with their other marketing efforts to make much more effective and holistic creative and media decisions.
Getting started is easy. Once you've established your Quantcast Marketer account, simply provide your account ID to your PointRoll Sales Representative or Account Manager. PointRoll and Quantcast take care of the rest! As soon as your PointRoll campaigns begin running, you'll be able to access the results of your campaigns in your Quantcast Marketer account.
A major CPG brand wanted to understand the potential benefits of targeting based on Quantcast lookalike models:
Would a Quantcast lookalike target (built off of visitors to a coupon page on the brand site) provide lift in performance (measured by CTR) over media targeted against the advertiser's standard demographic target?
The campaign was run with one media company targeting two groups: Women 35-54 (the brand's general media buying target) and a Quantcast lookalike segment modeled off of visitors to the coupon page. Quantcast then evaluated the relative performance of each approach.
The Results:
Both the basic demographic and lookalike segments delivered a substantially higher concentration of the brand's W35-54 target relative to both the US Internet average and the media company's overall property composition.
The lookalike segment delivered a 20.4% increase in CTR versus demographically targeted media (W35-54). By targeting a Quantcast lookalike segment, the CPG brand was able to achieve stronger performance.
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