SMG, ShareThis Use Social Media To Up Wendy's Ad Performance
Starcom MediaVest Group, Wendy’s, an SMG client, and social media sharing service ShareThis have released results from two online
advertising campaigns utilizing the ShareThis platform.
SMG and ShareThis disclosed last November that they were teaming up to test new metrics for assessing the value of shared content online. The basic idea: the more people share content with others online, the more they are engaged with that content. Advertisers are often willing to pay a premium for media that delivers more engaged audiences.
Earlier research from SMG and ShareThis indicated that shared content constitutes 10% of all Internet traffic.
ShareThis has developed what it calls a “social quality index” (SQI) to determine engagement levels of audiences across 1.4 million Web sites. To develop the index, it evaluated data such as outbound shares, inbound click-back traffic and page views of sites.
For the two Wendy’s campaigns, 30 million impressions were delivered to the same audience via two sets of sites, including one set that scored higher on the ShareThis social quality index. Those latter sites delivered higher click-through rates, page views, locator inquiries and email sign-ups at lower cost, per the company’s findings.
“We’re talking about some impressive stats here,” stated Brandon Rhoten, director of digital marketing at Wendy’s International. “SQI helped drive the most socially relevant audiences to the custom message we developed, creating a larger impact than any other paid part of this campaign. It helped us tap into audiences we wouldn’t have been able to otherwise.”
ShareThis also unveiled new tools to navigate its platform, including an analytics dashboard that summarizes the social activity that takes place on each publisher site within the ShareThis network, such as shares, clicks and traffic. It assigns publishers a score on the SQI. A separate “lookup” tool reveals the score of any publisher within the ShareThis Network, and showcases top SQI sites by category.
Recent Online Media Daily Articles
-
Network Advertising Initiative Proposes New Mobile Privacy Rules May 22, 9:03 p.m.
Moving forward with its plan to issue mobile privacy rules, the self-regulatory group Network Advertising Initiative ... -
Entertainment, Travel Bet On Mobile Banners May 22, 4:16 p.m.
Banner ads have long been the whipping boy of online advertising, and the same is now ... -
Marketers Should Tailor Specific Pitches To Tablet, Smartphone May 22, 2:51 p.m.
Don’t lump tablets in with mobile. That’s the takeaway of a new Forrester study looking at ... -
Good TV Content Trumps On, Whether Trad TV Or Streaming May 22, 2:42 p.m.
While consumers continue to perceive TV programming as superior in quality to that of online fare, ... -
Google Releases Self-Serve Display Benchmark Tool May 22, 2:02 p.m.
Understanding how a brand's online campaign competes with competitors requires trending benchmark data like engagement rates ... -
Twitter Brings Lead Generation To Tweets May 22, 1:14 p.m.
Twitter began testing a lead generation tool Wednesday in its tweet stream that resembles a cross ... -
DigitasLBi, Razorfish Tap Execs For Global Ops May 22, 11:26 a.m.
Publicis Groupe digital agencies DigitasLBi and Razorfish have installed new executives to run their respective international ... -
More Consumers Turn To Mobile To Research, Book Travel May 22, 8:53 a.m.
More than half of consumers used a mobile device to book travel in the last 90 ... -
Showrooming Overhyped, Mobile Key To Shopping Purchases May 22, 8:53 a.m.
Given consumers' mobile in-store shopping trends, some consider the showrooming hoopla overblown. The research process still ... -
Shopping App Swirl Adds In-Store Capability May 22, 8:53 a.m.
Swirl entered the mobile shopping fray last year with an iPhone app allowing users to learn ...
Be the first to comment on "SMG, ShareThis Use Social Media To Up Wendy's Ad Performance"
Leave a Comment