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Connecting the Dots on Data 2016 Will Be the Year of ConnectionsRocket Fuel Inc. has launched Rocket Fuel Institute, a research group dedicated to delivering fresh, data-driven marketing insights to help brands, agencies, advertisers, and marketers boost success.

A leading programmatic marketing platform, Rocket Fuel just announced some results from a first initiative revealing the often hidden impact of influencers within a household on the purchasing process.

“(The report) found that showing ads to multiple users in the same household – influencers and buyers – increased likelihood of conversion by 211 percent,” according to Rocket Fuel. “Digital advertisers have largely ignored the influence of household members outside of the individual buyer because it is hard to measure their impact on conversion.”

However, Rocket Fuel’s extensive AI and machine learning technology successfully measured pertinent campaigns through cross-device identification, which works by associating different consumers with different devices in the household.

Bottom line? Ad campaigns still fail to optimize reach via the inclusion of important influencers.

“Marketing becomes meaningful when data is used to enhance the customer experience and that is part of our commitment at Rocket Fuel,” said Randy Wootton, the CEO of Rocket Fuel. “We strive to be transparent and provide real insights that empower brands, agencies, advertisers and marketers to utilize data in ways that improve results while still allowing for meaningful consumer interactions.”

Some key verticals (and findings) included:

  • Travel & Lodging — Targeting both buyer and influencer within a household increased probability of conversion by 1,993 percent.
  • Home & Garden — Targeting both buyer and influencer within a household increased probability of conversion by 1,593 percent.
  • Automotive — Targeting both buyer and influencer within a household increased probability of conversion by 149 percent.
  • Personal Finance — Targeting both buyer and influencer within a household increased probability of conversion by 107 percent.

The full report is available here.

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