London, 12 March 2014— International humanitarian organization Concern Worldwide worked with digital advertising company Quantcast to increase the number of donations via online channels. The campaign brought new donors to Concern Worldwide at one-sixth of the normal acquisition cost and delivered more than 600 percent return on ad spend (ROAS).
Concern Worldwide utilised Quantcast’s real-time digital advertising technology to tag and map the pattern of user behaviour on relevant conversion pages. When disaster struck in the form of Typhoon Haiyan in the Philippines, Concern Worldwide responded by updating its creative within 24 hours. Quantcast’s real-time data and artificial intelligence were able to adapt to the changing media environment immediately by constructing a typical supporter profile, identifying thousands of new prospects, and delivering them ads relevant to the situation in the Philippines and need for aid there.
As a result, Quantcast activity drove enough donations to help 400 fishing families in the Philippines repair their boats.
Concern Worldwide is dedicated to tackling poverty and suffering in the world’s poorest countries. Since its foundation 45 years ago it has worked in 50 countries. It currently employs more than 3,000 staff members in 25 countries.
Adrian O’Flynn, digital marketing manager at Concern Worldwide, said, “Quantcast exceeded expectations by delivering a CPA 83 percent below goal. During a disaster relief campaign, Quantcast’s technology quickly adapted to a changing donor profile, delivering a significant boost in conversions.”
Phil Macauley, managing director Europe at Quantcast, said, “It’s very exciting to put Quantcast Advertise to work for a great cause and collaborate with a technically savvy organisation like Concern Worldwide. Seeing our technology create such a significant impact is incredibly rewarding.”
About Concern Worldwide
Concern Worldwide is an international nongovernmental humanitarian organization dedicated to the reduction of suffering and working toward the ultimate elimination of extreme poverty in the world’s poorest countries. The mission is to help people living in extreme poverty achieve major improvements in their lives that last and spread without ongoing support from Concern. To achieve this mission Concern engages in long-term development work, responds to emergency situations, and seeks to address the root causes of poverty through development education and advocacy work. Concern currently works in 27 of the world’s poorest countries.
The public can receive regular updates online through the Concern website, www.concern.net.