Martech: Martech is Marketing Logo
  • Topics
    Digital Transformation
    Marketing Operations
    Data
    Customer & Digital Experience
    Performance Marketing
    Marketing Management
    Special Reports
    All Topics
  • Conference
  • Webinars
  • Intelligence Reports
  • White Papers
  • What is MarTech

Processing...Please wait.

MarTech » Performance Marketing » Social Media The Most Efficient Channel — Report

Social Media The Most Efficient Channel — Report

Neustar has released its Q1 2014 Media Intelligence Report, based on customer data comprising 28 billion impressions across 152 billion “ad events” from 1300 “inventory providers” in multiple verticals. (Search marketing was not part of the analysis.) On the basis of looking all that data, Neustar pronounces social media the most cost effective channel in Q1. It also found […]

Greg Sterling on June 10, 2014 at 9:17 am | Reading time: 2 minutes

Neustar has released its Q1 2014 Media Intelligence Report, based on customer data comprising 28 billion impressions across 152 billion “ad events” from 1300 “inventory providers” in multiple verticals. (Search marketing was not part of the analysis.) On the basis of looking all that data, Neustar pronounces social media the most cost effective channel in Q1.

It also found that social media offered the most efficient reach of the channels analyzed. This means it costs less to reach audiences on social sites than other categories of sites.

Neustar report Q1

Source: Neustar Q1 Media Intelligence Report

The social channel is defined to include “any company that drives campaigns directly through a social media channel or website that is focused on enabling users to be part of a community.” Specific sites that comprise the channel are not identified.

The report asserts that “social and networks continued to demonstrate influence in the upper funnel, contributing to the success of lower funnel channels” and argues these channels should get more brand and “awareness” dollars accordingly.

Portals (“a website that brings information together from diverse sources in a uniform way”) and exchanges were influential lower in the funnel. Of the two, portals were more effective at driving conversions through “behavioral targeting, look-a-like modeling and retargeting.”

Neustar Q1 report

Source: Neustar Q1 Media Intelligence Report

The chart above reflects the distribution of spend compared with actions driven by that spend. Display ads showed a nearly 1:1 action-to-impression ratio. Video and mobile had higher action-to-impression ratios. For example, mobile represented 1 percent of spend but 2.5 percent of actions.

Social spending captured 12 percent of impressions but drove 7 percent of actions. This appears to contradict some of Neustar’s claims about social being the most efficient channel. However, in crowning social most efficient, it appears Neustar is speaking about cost per impression and audience reach rather than cost per conversion.

Finally, Neustar says companies that incorporated their offline, CRM data into targeting saw 32 to 107 times better results than campaigns that did not (in the Entertainment and Retail verticals).

CRM data impacts lift

Source: Neustar Q1 Media Intelligence Report


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


New on MarTech

    Welcome emails have best click-to-open and first purchase rates
    It’s time for CMOs to talk business
    Webinar: The key to email marketing success
    The FTC weighs in on customer data privacy
    Whatever happened to customer journey orchestration?

About The Author

Greg Sterling
Greg Sterling is a Contributing Editor to Search Engine Land, a member of the programming team for SMX events and the VP, Market Insights at Uberall.

Related Topics

Performance Marketing

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS The MarTech Conference logo.

September 28-29, 2022: Fall

Start Training Now: Master Classes

Start Discovering Now: Spring



The SMX Conference logo.

Start Training Now:: SMX Advanced

November 14-15, 2022: SMX Next

March 8-9, 2022: Master Classes

Webinars

Tracking Growth From Organic Search

Beyond the Buzzword: Transform Digitally to Drive Organic & SEO Growth

Leap or Linger: Determining Which Ad Platforms to Test for Your B2B Brand

See More Webinars
Intelligence Reports

Enterprise Marketing Performance Management Platforms: A Marketer’s Guide

Enterprise Customer Journey Orchestration Platforms: A Marketer’s Guide

Enterprise Account-Based Marketing Platforms: A Marketer’s Guide

See More Intelligence Reports
Featured White Paper

The CMO’s Formula To 3x Your Digital Marketing Campaign Results

See More Whitepapers
Search Our Site

Receive daily marketing news & analysis.

Processing...Please wait.

Topics

  • Transformation
  • Operations
  • Data
  • Experience
  • Performance
  • Management
  • All Topics
  • Home

Our Events

  • MarTech
  • Search Marketing Expo - SMX

About

  • What is MarTech
  • Contact
  • Privacy
  • Terms Of Use
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2022 Third Door Media, Inc. All rights reserved.