Quantcast is very happy to confirm Dave Evans, Cisco Chief Futurist, as a keynote speaker at Supernova, a summit dedicated to our customers on March 25 in San Francisco.
In his role as Cisco’s chief futurist, Evans is an evangelist who shares his vision of technology’s evolution in anticipation of the coming decades. Evans assesses technology’s future impact on Cisco customers, businesses, and industries, with the goal of evoking inspiration when it comes to the practical application of technological advances.
Evans will be speaking alongside industry leaders such as Forrester CMO Practice Vice President David Cooperstein; The Economist Data Editor Kenneth Cukier; and key marketers from KQED, CloSYS and Crate and Barrel’s Land of Nod.
Please visit the Supernova site to learn more.
We are very pleased to announce that Quantcast was awarded the European Interactive Digital Advertising Alliance (EDAA) Trust Seal. The EDAA Trust Seal signifies that Quantcast has been independently certified for compliance with the EU Self-Regulatory Programme on Online Behavioural Advertising (OBA). This seal certifies that Quantcast’s systems and policies provide consumers with notice and choice about usage and collection of data along with greater transparency and control over digital advertising. Read more here.
Posted by Amit Kotecha, Head of Marketing, EMEA
On March 25, Quantcast will host a summit dedicated to our customers in San Francisco. Dubbed “Supernova,” the event will explore the impact of big data and smart technologies on the future of marketing. Supernova will aim to focus on important issues at the forefront of digital advertising, from understanding attribution to mobile marketing and beyond.
We are very excited to announce two confirmed keynote speakers for Supernova: The Economist Data Editor Kenneth Cukier, Forrester CMO Practice Vice President David Cooperstein, and a panel moderated by Anna Bager, Vice President and General Manager of the Mobile Marketing Center of Excellence at IAB. In addition we have confirmed key marketers from Crate and Barrel’s Land of Nod, KQED and CloSYS.
Kenneth Cukier is the coauthor of Big Data: A Revolution That Will Transform How We Live, Work, and Think. It is the first systematic treatment of this emerging science, which Kenn argues is a revolution on par with the Internet or perhaps even the printing press. Kenn explores the amazing new possibilities that big data open – in business, health, politics, education, innovation, and much more.
As a VP at Forrester, David serves CMOs as a leading expert in digital marketing and strategy, with hands-on senior management experience in social media and online advertising. David worked at Forrester from 1996 to 2002 in the telecom and retail verticals and rejoined in 2009. He helped define the multichannel retail world, predicted the demise of many of the dot-com retailers, and uncovered the true economics of bandwidth during his first tenure with Forrester.
Anna Bager is the Vice President and General Manager of the Mobile Marketing Center of Excellence at IAB. The Mobile Center, an independently funded and staffed unit inside IAB, is charged with driving the growth of the mobile marketing, advertising, and media marketplace.
In the next few weeks, we will announce additional industry leaders and key marketers who will discuss winning strategies. For more information about the summit, visit the Supernova site.
With greater distances between families and increasingly busy lives, millions of people find themselves in a frustrating position while looking for caregiving solutions for aging loved ones. Our Quantified publisher, Caring.com, helps by being a resource for information and community for those in this position. To learn more about Caring.com, we spoke with Katie Roper, VP of Sales.
What is Caring.com?
KR: Founded in 2007, Caring.com is a leading online destination and network for people seeking information and support as they face the many challenges that come with caring for aging loved ones.
How did your site get started?
KR: The site founder, Andy Cohen was inspired start Caring.com when he experienced a frustrating and confusing time looking for resources to help his mother who had cancer. It was particularly challenging to find resources at a distance, as Andy lived in Silicon Valley and his mother was in Chicago. Caring.com is like Yelp for elder care, providing consumer ratings and zip-code-searchable facilities. The site covers health, nutrition, legal issues, financial tips, and safety.
What are you measuring and why?
KR: Our sales team sells directory listings and advertising space to relevant advertisers. So we use Quantcast to measure visitors, and keep our profile open to the public so we can use it as a sales tool.
Have you found any new information via Quantcast that surprised you?
KR: No. We use Quantcast because the information does not surprise us!
Why/how did you choose Quantcast?
KR: We started using Quantcast in 2009, a couple of years after we got started. It’s free, easy to use and accurate!
What are some of your biggest successes or milestones from the last year or recent months?
KR: We doubled our revenue in 2012 and have continued to grow steadily since.
What is your favorite customer story?
KR: We hear stories about how we’ve helped families through a difficult time by informing them via advertising. Advertising intelligently and to a targeted audience can be informative and helpful.
Check out Caring.com’s public profile here. You can see traffic, demographic profiles, what types of other content the site’s audience likes and more.
Posted by Maryam Motamedi, Product Marketing Manager, Measure
Vox Media recently announced a plan to launch a new unnamed site, with Ezra Klein from The Washington Post as chief editor and Matthew Yglesias from Slate as a founding contributor. This event follows the recent re-launch of AllThingsD as Re/code as well as what seems like a flurry of activity from publishers that have recently risen to prominence. Is there an audience for another ad-supported digital publisher of first-party content? Our data suggests there is. The share of ad-supported digital publishers comprising the top 250 Quantified sites, or sites directly measured by Quantcast, grew 68% from 2009 to 2013. Not only are there significantly more ad-supported digital publishers today, they’ve grown their audiences nearly 50 percentage points faster than the remainder of the top 250 sites. In this report, we examine the dramatic rise of ad-supported digital publishers.
2013: The year of digital native publishers
The incredible success of ad-supported digital publishers in the past few years has been well reported, from BuzzFeed to Upworthy to Gawker Media. However, in the past year, the trend has intensified, with seemingly more interesting new publishers emerging every month. To understand the data behind this trend, we examined the top 250 Quantified sites from 2009 to 2013 and identified ad-supported digital native sites that primarily publish first-party content, which excluded both pure content aggregators and the digital presences of offline media properties.
We found that while these sites comprised less than a quarter of the top 250 Quantified sites from 2009 to 2011, they grew dramatically to 38% of the top 250 sites in 2013. The average audience for these sites grew significantly as well, increasing 96% over the same time period, compared to a 46% increase for other sites in the top 250. In four years, ad-supported digital native publishers have swelled in number and audience reach.
Growth by category: Niche content finds a large audience
To learn what types of content are driving this growth of ad-supported digital publishers, we first examined their categories.
News was the largest category, including sites dedicated to general news, local news and opinion. Entertainment was the next largest, including sites covering celebrity culture and gossip and those with reviews of television shows, movies, music and games. The remaining large category was Lifestyle, which includes sites focused on food, home, health and men’s and women’s interests.
Next we identified the categories of the ad-supported publishers with the most significant growth from 2009 to 2013.
Entertainment, Lifestyle and News categories grew the most in number of sites, and Sports grew the most in percentage. The number of Entertainment sites grew 75%, led by general entertainment and gossip sites. Notably new in the category since 2009 are sites covering African-American culture, such as Bossip and Global Grind. The number of top Lifestyle sites grew 90%, driven by the addition of women’s interest sites such as Jezebel and health sites such as MindBodyGreen. The largest category, News, saw large growth in general news sites and the addition of sites focused on niche political content. Notable in the Sports category, Rant Sports reinforces the theme of more specialized content—in this case, for specific sports and teams.
The takeaway: digital publishing is healthy—and growing
The digital publishing landscape has evolved rapidly since 2009. Today Facebook and Pinterest are huge sources of traffic, and on the advertising side more dollars are being directed to digital via native ads and performance display. Are these linked to what we observe in the increased success of more specialized content publishers? Whatever the cause, it is clear that more ad-supported content publishers are reaching larger audiences, and by that measure, digital publishing has never been so healthy. We look forward to seeing the trend continue.
Posted by Art Prateepvanich, Head of Product Marketing, Publisher Solutions and Samuel Lo, Data Anthropologist
The shopping is mostly done, but the cooking has just begun. Because so many of us are looking forward to big holiday meals, BigOven is looking forward to a big holiday audience. To learn how it prepared for the holiday season, we spoke to BigOven’s Director of Product Kate Handel.
What is BigOven?
KH: Our free apps help home cooks get inspired and organized, in the kitchen and on the go. We offer 500,000+ recipes and menus, a menu planning calendar, a grocery list and more.
How did you get started?
KH: Our founder, Steve Murch, loves to cook and started BigOven in 2004 to store his favorite recipes and make grocery lists for his family meals. He created a desktop application that allowed you to print your shopping lists. In 2008 we introduced the first recipe app for iPhone, then introduced iPad, Android and Windows Phone apps shortly after. By the end of 2013, we expect to pass 10 million app downloads.
What are you measuring?
KH: We measure all kinds of things, but Quantcast especially helps us better understand who is using our apps, how we’re doing on user engagement and repeat usage. Interest in meal planning tends to be seasonal, with strongest interest peaking around the holidays. One of our engagement goals is to win back users who may take breaks during the summer – we use social tactics, push notifications and email, and measure the impact on user retention. Quantcast demographic data also helps guide our targeting for acquisition campaigns.
Who’s your audience?
KH: We call our target audience the “chief household officer.” This demographic is primarily females 25-50 who like to cook, but also a significant number of males who do the cooking and/or grocery shopping. We tell busy moms and dads how BigOven will save their family time and money.
Why did you choose Quantcast Measure for Apps?
KH: One way we monetize is through advertising, and we want to ensure our mobile apps are visible to potential advertisers. That’s why we have a public profile on Quantcast. Because home cooks use our apps while shopping, we offer a great opportunity for advertisers such as McCormick and Kraft who want to reach shoppers in grocery stores.
What’s your favorite holiday recipe?
KH: We have tons of great holiday recipes and complete menus at BigOven.com. Try the reindeer cookies – they have pretzels for antlers!
Posted by Art Prateepvanich, Head of Product Marketing, Publisher Solutions
This week we released new enhancements to the Measure API so Measure users can now programmatically access their traffic and demographic data for all their properties, segments and platforms. We introduced the Measure API earlier this year to provide publishers with large numbers of properties or segments a more convenient way to download and analyze their Measure data. In this release, we’ve added multi-platform support, so publishers can now programmatically get their mobile app data in addition to their web data.
The following is available via the Measure API:
- traffic, upgrade/install and demographic data for owned properties
- filter by platform: web, mobile web and mobile app
- view data at the network, site, app or segment levels
What can you do with the Measure API?
The API makes traffic and demographic data available programmatically, so an account owner can download and analyze their data more easily, and with greater detail than possible with the standard dashboard. We’ve heard a number of interesting uses from our conversations with early API users:
See how the demographic composition of a particular property changes over time. By downloading demographics at regular intervals, a property owner can identify trends, and gauge the success of audience engagement efforts over time.
Buzzfeed, an early test user, measures audience engagement with their content by author and topic. They are using the API to download traffic and demographics by topic over time, to understand trends in their readership. Explains their Lead Data Developer Steve Heinz, “The API enables us to access all of this data very dynamically and integrate it with our internal systems. With mobile tracking as one of our top goals next year, using the API to slice and dice our data by platform will be invaluable.”
Power Your Dashboard
Keep tabs on daily traffic. Use the API to pull in traffic data into an internal dashboard, so the whole organization can stay on top of site health and trends.
Sell More Effectively
Use the API in combination with Measure audience segments to better understand the audiences behind a publisher’s targetable ad inventory. Using demographics by segment, a publisher can equip ad sales teams to tell a more effective audience story and create more compelling proposals.
For more information about the API, and to sign up, go to developer.quantcast.com. After completing the signup process, Measure users can use the interactive console at developer.quantcast.com/io-docs to execute API calls against their live data without writing a single line of code.
For any questions or feedback about the Measure API, please contact us at firstname.lastname@example.org.
Posted by Jon Katz, Product Manager and Art Prateepvanich, Head of Product Marketing, Publisher Solutions
Attribution is one of the most critical issues in digital advertising today. Proper attribution provides insights, incentives and controls over ad spend.
However, our current attribution models are flawed; they are too simple and easily gamed, as they measure from only the conversion event and skew metrics and incentives to bias the lower-funnel tactics. Measurement from more than just the conversion event is needed, and adding a second signal of measure further up the funnel is the right next step. If the industry chooses to adopt it, attribution will evolve to a new level of control and effectiveness.
Several of the leading attribution companies are exploring this option, but it requires greater storage and infrastructure to implement, so it needs everyone’s support. It is time to move from one signal of measure to two. This is a simple step that will have profound impact on how we view upper- and lower-funnel programmatic planning. A second point of measure will enable new metrics, insights and incentives for more efficient spend resulting in more conversions and less gaming of attribution.
The skill set and data required for effective upper-funnel prospecting is fundamentally different from lower-funnel retargeting. Ideally the two tactics work hand in hand to maximize total conversions across the full funnel. However, when only measuring from the lower-funnel conversion, they compete for credit and retargeting always wins because it is closer to the point of measure. By creating separate metrics for each phase independently, they now can work holistically together in a more efficient partnership to increase total conversions.
Adding A Second Signal For Dual Credit
Here’s how to do it: Split the funnel in two by using the first site visit as the second point to measure from. The first site visit is a natural delineation point between prospecting and retargeting. Consumers might visit a site multiple times before they convert, but retargeting can’t start until that first visit happens. This provides a clean break in the data and a natural hand-off between tactics. The site visit is the natural transition from upper and lower funnel and it touches every converter. Now we have new perspective and new metrics for prospecting and retargeting independent of each other.
Notice in the above illustration that a conversion is still required in both the upper-funnel (prospecting) and lower-funnel (retargeting) phases. That means credit is only attributed after the conversion. Just getting a site visit isn’t good enough. We still incentivize the converting customer, but now we have two separate incentive structures. Prospecting is about getting someone who has not been to a site to visit and convert; retargeting is getting someone to convert after they visit, but now they work hand in hand without competition and with full transparency.
It is important to remember that the job of your attribution model isn’t about rewarding or punishing vendors or departments on a plan. Attribution is an optimization tool for maximizing conversions. The byproduct of the optimization process is that sometimes budgets are cut, increased or decreased, but the goal should always be towards maximizing the desired outcome.
This measurement approach can produce double-digit increases in total conversions. The reality is that last touch attribution skews the influence of lower-funnel activity for traditional metrics like CPA, ROAS or ad efficiency that often result in overbudgeting and oversaturation with retargeting, meaning fewer conversions.
Let’s look at the example below:
Notice the difference in CPA calculations. In the above scenario the campaign data is the same for both reports; the dual-credit report just accounts for upper-funnel metrics independently from the lower funnel and is able to break out ad effectiveness more cleanly.
It is important to note that the resulting optimizations you might enact would be vastly different based on the conversion and CPA data presented in each report. This campaign example (it has been cleaned for illustrative purposes) produces a 30% increase in conversions simply by moving budget to vendor 1, an upper-funnel prospector, and vendor 4, a retargeter. The phased partnership results in more conversions without any additional budget.
Just budgeting a balance of prospecting and retargeting tactics on a plan isn’t the same as measuring them. Dual measurement is essential for having true perspective into your marketing funnel initiatives, and this two-phased dual-credit approach is the next step.
Marketers can ultimately assign whatever value or use whatever multitouch strategy they want within each phase. It is completely flexible, provides separate incentives and is less easily gamed. While this discussion has focused primarily on programmatic, this model can, and should, be applied across all digital marketing channels.
Adding a second signal of measure provides a natural next step in the evolution of attribution today. Two-signal attribution also lays the foundation for further advancements: adding a third and fourth signal to measure from for potentially even more control and insights. But let’s not get ahead of ourselves. It’s time to give upper-funnel attribution its due respect and split the funnel!
Originally published in AdExchanger on December 13, 2013 by Seph Zdarko, Head of Attribution Initiatives and Partner Strategy
Today, Quantcast has partnered with Twitter to help advertisers amplify their social efforts and reach their precise audience via Twitter tailored audiences!
Quantcast’s big data set and advanced machine learning help you define your best customer’s profile and advertise online to many more just like them. This new integration now lets you reach those audiences on Twitter. Quantcast can build your custom audience profile of existing and prospective customers, which you can use for advertising with Twitter’s Promoted Products.
To learn more and to take advantage of every opportunity to reach the right person in the right place, please send a note to email@example.com.
Posted by Nicole Beno, Product Marketing Manager
Last week, Quantcast hosted a large group of developers at the monthly Silicon Valley iOS Developers’ Meetup. Michael Kamprath, VP of engineering at Quantcast, gave a presentation on how he and his team built the Measure for Apps SDK and what obstacles they faced. Michael emphasized the need for transparency, privacy and ease of implementation to a captive crowd.
Three hot topics stood out amongst the sea of questions:
- Transparency: Developers should know exactly what they are implementing. Quantcast embraces this philosophy and distributes the Measure for Apps SDK as source code.
- Privacy: Developers are not lawyers, and privacy laws change often. This is why Quantcast’s Terms of Service document has current, updated privacy language that it recommends developers include in their privacy policies.
- Detailed demographics: You can get age, income, gender, ethnicity, household composition and education levels from the Measure for Apps SDK. Quantcast uses the same methodology it has been using for years of accurate demographic reporting on the Web.
Many thanks to our friend Tim Burks, the Meetup and Renaissance Conference organizer, for being a great connection to the iOS developer community. We at Quantcast hope to host many more compelling meetups in the future. If you are a developer, check out our Measure for Apps SDKs here, and let us know what else stands out to you. Contact us at Measure@quantcast.com with any questions or to receive our regular Measure Newsletter.
Posted by Maryam Motamedi, Product Marketing, Measure