DataXu MarketPulse: “Beyond Audience: What Drives Campaign Performance?”


Today we published the second issue of the DataXu MarketPulse, a research newsletter designed to highlight trends in digital advertising based on DataXu’s own proprietary data.

In this month’s issue, we explored campaign performance and the impression attributes that are most highly correlated with conversions and the results were surprising!

DataXu MarketPulse, June 2010

Beyond Audience: What Drives Campaign Performance?

Since the dawn of the Internet, advertisers have been on a quest for the holy grail of digital advertising: delivering the right ad to the right consumer at the right time.  This quest has yielded great insights about how to improve each of these ad dimensions. Consumer targeting is the current priority for some high-profile ad agency holding groups. But which factor is the most important driver of a campaign’s success?

With real time bidding (RTB), advertisers can get closer to the answer than ever before. Impression level data essentially maps the path to the grail. At MarketPulse, we like to look past the hype and let the data do the talking.

With 100s of millions of impressions served daily, we recently evaluated whether consumer, context, or creative attributes of ad impressions were most predictive of conversions.

impressions attributes pie chart

The result? Each category was well represented, but creative attributes were the winner — correlating most highly with conversions for 48% of the campaigns.

“The data shows that a single campaign performance driver cannot be predicted with confidence in advance. This suggests that a more effective ‘media plan’ is one that instead responds to the nuanced, unique data each campaign generates. The implication is that brands and their agencies need systems that can glean the data and automatically adapt, rather than relying on a rigid, one-size-fits-all approach,” noted Mike Baker, CEO of DataXu.

Our analysis included nineteen large-scale, online display campaigns that ran for at least four weeks, across the leading RTB ad exchanges. In each campaign, we evaluated multiple impression attributes in the categories of consumer (who saw the ad), context (where the ad appeared), and creative (what the ad looked like) to see which attributes appeared most consistently across ad impressions that preceded conversions.

For additional results and takeaways from this month’s MarketPulse, you can download the pdf: DataXu MarketPulse_Campaign Performance Drivers_June 2010

DataXu’s MarketPulse explores the data that defines today’s digital advertising marketplace. Sign up here to have future MarketPulse newsletters delivered directly to your inbox.