Rocket Fuel Finds Low-Cost CPA Formula Through BlueKai Ad Data
Rocket Fuel has developed a formula to lower cost per action (CPA) and engagement metrics by an average of 43.75% compared with other targeting methods. It built custom campaigns combining BlueKai data based on specific audience models using key metrics to serve up ads in real-time with its own suite of targeting algorithms, analytics, expert analysis and real-time impression-level bidding. The campaign, designed for an unnamed consumer packaged goods company, focused on indentifying in-market audiences that could scale as needed. Rocket Fuel simplified the problem through rapid testing and automation of multiple kinds of data to target the correct audience. Tapping into this model to combine technology with data brought success to automakers, retailers, consumer packaged goods (CPG), and those in the travel industry. “It’s not just about one sector or one kind of metric,” says Richard Frankel, president of Rocket Fuel. “Direct-response marketers have one type of metrics, and brand and packaged good marketers have another.”
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Cars May Not Be Flying Off Lots, But Auto Ad Volume Is Higher Than Ever
The recent hard times in the automotive industry have not dented the industry’s display ad volume, according to a new report from campaign management firm MediaMind (until recently known as Eyeblaster). On the contrary, even as automakers were experiencing declining sales, there has been a significant increase in automotive ad impressions served by MediaMind, and specifically in the average impressions served per advertiser. Data on online display advertising impressions served by MediaMind from 2007 to 2009 suggest that the global slowdown in automotive sales has actually done well for automotive Display Advertising. In 2008, the number of total impressions increased and there has been no decline in the average impressions per advertiser. Furthermore, from February 2009, impressions increased significantly, potentially reflecting tighter competition for every customer and plans by governments in Europe and North America to launch new car rebate programs to stimulate the economy. Last year — one of the worst years in recent memory for automakers — online display impressions per advertiser served by MediaMind shot up even further. This shows that when ad budgets are becoming tight, advertisers are trading offline budgets for more targeted and efficient online campaigns, the report suggests. “For automakers, online display advertising represents a cost-effective way to interact with prospective customers.”
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