At Lotame, we're focused on lifting the value of consumer generated content (read: WEB 2.0) for both owners of websites (publishers), as well as advertisers looking to more efficiently find their targeted consumer.
I've provided some data below from one of our first case studies.
The top column is UN-TARGETED advertising impressions, called RON (run of network) and the total number of impressions was 670,165. These untargeted impressions generated 380 clicks, for a click through rate of .057%. (CTR = total number of impressions divided by the clicks generated)
The bottom column ran THE SAME CREATIVES, but instead of running un-targeted impressions -- we ran against a LOTAME-generated segment of behaviors (what we call an audience). We carved out two audiences around the specific demographic, as well as lifestyle preferences.
There are three main points to take away from the chart above:
- Lotame saved 80% of the media budget for the advertiser by being more efficient with their budget allocation (as evidenced by the decrease from 670k impressions to 45k impressions through Crowd Control's targeting capability)
- Lotame created a premuim audience from once remnant inventory, thus lifting the publishers ability to charge a higher CPM for the 45k of targeted impressions
- Increased Click-Thru Rate (CTR) by 4x with the same creatives and used 14x fewer impressions to do so
What conclusions can we draw?
Lotame increased the value of advertising space
Lotame got better return on investment for the advertiser
And Lotame enhanced the user experience by showing more relevant advertising
INCREASING PERFORMANCE IN CONSUMER GENERATED CONTENT FOR BOTH PUBLISHERS AND ADVERTISERS....
Rock on.
