1.
Quantcast
Meeting the Demands of Brands - How To Make The
Best Use of Data to Fulfill Audience Guarantees
Presented by
Matt Clark, Head of Global Publisher Development
Quantcast

2.
Brand Advertisers Want to Buy Digital the Way
They Buy TV
With TV, brands use
GRPs and guaranteed
audience buying to
ensure reach against
their target audience.
DPS Miami 2013
As digital mediums take
share from TV ad spend,
brands are focusing on
audience guarantees to
ensure they’ve reached their
target audience online.
© Quantcast 2013

3.
Now Trending: Audience Guarantees
Audience guarantees let
brands buy digital
audiences the same
way they buy TV
audiences.
Third-party audience validation services are making this
possible.
– Nielsen Online Campaign RatingsTM
– comScore Validated Campaign EssentialsTM
DPS Miami 2013
© Quantcast 2013

4.
Lessons from the Data & Technology Deck
As a result of the
increased focus on
accountability, data and
targeting technology
are playing a hugely
important role for
publishers.
Observations from Quantcast brand campaigns measured by
Nielsen Online Campaign RatingsTM:
1 Brands shouldn't focus on CTR
2 Accuracy = Revenue
DPS Miami 2013
© Quantcast 2013

5.
1a. Clickers Have a Distinct Profile
Insurance
Online Retailer
Clickers
Converters
Clickers
Converters
Source: Quantcast internal data
© Quantcast 2013

6.
1b. CTR Optimization Doesn’t Work
Audience Composition: F18-34*
BEFORE
CTR OPTIMIZATION
AFTER
CTR OPTIMIZATION
59%
38%
Stellar results. Overall 69% lift in
audience composition for F18-34.
Composition of F18-34 drops. More
impressions are served to Clickers.
36% decline in
audience composition
**Source: Nielsen Online Campaign Ratings, April 2013
© Quantcast 2013

7.
2. High Accuracy, Higher Audience Composition
Audience Composition: F18-34*
U.S. Online Universe Averages*
On Women’s Lifestyle Network**
U.S. online
universe
Other campaigns
targeted
to F18-34
Campaign with
NO targeting
Campaign with
Quantcast F1834 segment
12%
33%
35%
59%
69% lift in audience composition
79% higher audience comp. vs. the
average of other targeted campaigns
* Source: Nielsen Online Campaign Ratings Benchmarks, 2012
** Source: Nielsen Online Campaign Ratings, April 2013
© Quantcast 2013

8.
2b. Why Data & Targeting Accuracy Matter
No Targeting
With Targeting
Monthly Campaign Impressions
10,000,000
10,000,000
Campaign Budget at $25 CPM
$250,000
$250,000
Audience Composition: F18-34
35%
59%
Impressions Needed to Meet Audience
Guarantee
28,571,429
16,949,153
Impressions Wasted (not in-target)
18,571,429
6,949,153
Market Value of Wasted Impressions at
$25 CPM
Greater accuracy =
more revenue for
publishers.
$464,286
$173,729
Impressions Saved
11,622,276
Market Value of Saved Impressions
at $25 CPM
$290,557
All figures are estimated.
DPS Miami 2013
© Quantcast 2013

9.
Consistent Results Across Inventory Sources
Mass Media Publisher1
Leading Ad Network2
RTB4
F18-34
– Control (no targeting): 2%
– Quantcast targeting: 23%
– Uplift: 1050%
M25-54
– Control (no targeting): 15%
– Quantcast targeting: 43%
– Uplift: 187%
F18-24
– Control (no targeting): 8%
– Quantcast targeting: 39%
– Uplift: 388%
M18-34
– Control (no targeting): 15%
– Quantcast targeting: 39%
– Uplift: 160%
F35-54
– Control (no targeting): 7%
– Quantcast targeting: 22%
– Uplift: 214%
F25-54
– Control (no targeting): 6%
– Quantcast targeting: 45%
– Uplift: 650%
Sports News Publisher3
P18-34
– Control (no targeting): 41%
– Quantcast targeting: 66%
– Uplift: 61%
M18-24
– Control (no targeting): 8%
– Quantcast targeting: 37%
– Uplift: 363%
F25-54
– Control (no targeting): 25%
– Quantcast targeting: 45%
– Uplift: 80%
M25-54
– Control (no targeting): 21%
– Quantcast targeting: 48%
– Uplift: 129%
Sources: Nielsen Online Campaign Ratings,: 1) July 2013; 2) August 2013; 3) May 2013; 4)
August 2013
DPS Miami 2013
© Quantcast 2013

10.
Quantcast’s Approach to Delivering Accuracy
High-value data
assets
Modeling of actual
consumers against every
single Internet user
Data sent to publisher ad
server for forecasting
and targeting
Detailed Demographics
Offline Spend Data
Advertiser Conversion Event
DPS Miami 2013
© Quantcast 2013

11.
Summary
In a world where Publishers are accountable for intarget delivery and TV-like pricing structures are
becoming more common, Publishers must:
Use fewer impressions to deliver the desired target and
increase yield, maintain revenue and meet audience
guarantees.
Choose partners with the right data and processing firepower to
deliver accurate targeting for brand advertisers.
Educate brands on how optimizing for clicks means reaching
the wrong audience.
DPS Miami 2013
© Quantcast 2013

12.
Thank You
Matt Clark
Head of Global Publisher Development
mclark@quantcast.com
San Francisco
201 Third Street
San Francisco, CA 94103
New York
432 Park Avenue South
New York, NY 10016
London
Ariel House
74 Charlotte Street
London, W1T 4QJ
Dublin
Glandore Business Centres
Fitzwilliam Hall
Fitzwilliam Place
Dublin 2
DPS Miami 2013
© Quantcast 2012