Social Best For Reach, Exchanges For Cost, Report Shows

Neustar's Aggregate Knowledge, a data management platform (DMP), has released its Q3 Global Media Intelligence Report. The data comes from AK's platform and targets Fortune 500 CMOs.

The report reveals that social is 58% better at delivering reach "efficiency" than exchanges. Reach efficiency is essentially how well an advertiser is able to reach specific users based on cost. However, networks and exchanges have cost advantages for CPM (cost per 1,000 impressions), CPA (cost per action), and CPC (cost per click).

As with other reports, AK's latest shows that video network usage is rising. The report says impressions have grown 15%, clicks have jumped 73%, and the click revenue has grown 48%.

On the mobile front, mobile campaigns led to a 288% increase in impressions, yet there were 11% fewer mobile clicks in Q3 compared to Q2.

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The report also suggests that reaching the "right" audience -- or in this case, the "top performing audiences" -- truly does have big benefits. When the top performing audiences were targeted, user conversion rates over the advertiser average went up 300% in retail, 410% in auto, 590% in CPG, and 970% in Telco.

The report can be downloaded here.

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