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The Click is Dead and Social is Hot: Neustar Reports on its Q2 Media InsightsSTERLING, Va. --(Business Wire)-- 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
Social is Growing and a Bargain
Video is the New Normal
About the Neustar Media Intelligence Report 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).
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