"We figured that using audience data correctly would be helpful, but we weren't prepared to see such a dramatic increase in performance," said Cory Treffiletti, president of Catalyst S+F. "Red Aril produced outsized results compared to all the others."
San Francisco, CA (PRWEB) February 28, 2011
Red Aril, a leading Data Management and Audience Optimization Platform (DMP), and Catalyst S+F, a leading strategic marketing firm, today announce the results of a pivotal study on the affects of using DMP-enhanced media solutions. In the first phase of a broader performance-validation study, Catalyst S+F and Red Aril worked together to deliver three times the ad campaign performance of non DMP-enhanced media solutions.
The study's first phase comprised a month-long, six million-impression campaign designed to validate the advantage of using Red Aril's DMP against non DMP-enhanced media solutions. Catalyst ran the campaign on behalf of its client, the University of San Francisco (USF), to engage applicants for three master's degree programs.
The challenge was to target ads to an audience with the right qualities: ambitious people under 35 who are interested in continuing education to boost their careers. The ability to match ads with the right audience improves campaign's relevance and response rates. It also lowers the cost of buying media to drive a desired action, which, in this case, was engagement with the master's degree program content on USFCA.edu.
To help the ads reach the right audience, Red Aril's DMP employed a unique method of leveraging USFCA.edu visitor data ("first-party data") and combining data from outside vendors ("third-party data"). The DMP then used predictive modelling to build target profiles derived from the first and third-party data. For instance, information technology professionals who recently shopped for high-end cars were identified as one good audience profile.
Red Aril's DMP distributed the profiles to standard media buying solutions, also known as a demand side platforms (DSP), which automated the process of buying media on ad exchanges and ad networks. When visitors clicked on the ads and visited the USF website, their onsite activity looped back into the Red Aril DMP, enabling Red Aril to optimize the audience targeting in real time.
The results from January 10, 2011 to February 10, 2011 were as follows:
Cost Per Action:
- GeoTargeting -- $22.46
- Social Site -- $19.53
- Mobile/Geo -- $11.49
- Red Aril -- $6.43
(In this phase, a single action included all of the following steps: clicking the ad, loading the landing page and clicking through to additional content.)
The Red Aril DMP not only provided the lowest cost per action, but its predictive modeling enabled the campaign to scale and reach campaign goals.
"We figured that using audience data correctly would be helpful, but we weren't prepared to see such a dramatic increase in performance," said Cory Treffiletti, president of Catalyst S+F. "Red Aril's DMP produced outsized results compared to all the other approaches that we tested."
“We're delighted -- but not surprised -- at these fantastic initial results. This demonstrates that there is huge strategic value for marketers, advertisers and publishers in being able to leverage their own data assets within a broader data portfolio,” said Jim Soss, CEO of Red Aril.
About Catalyst S+F
Catalyst S+F uses strategy with fundamentals to provide marketing strategy and services that create value for companies at the intersection of Madison Avenue and Silicon Valley. We define that value as marketing capital, and it translates to increased efficiencies, increased customers and increased revenue for your company. http://www.catalystsf.com
About Red Aril (http://www.redaril.com)
Founded in 2009, Red Aril is headquartered in San Francisco, with offices in New York. The company’s Data Management and Audience Optimization Platform (DMP) puts websites and advertisers in charge of their audience data, enabling them to profit from audience targeting and site personalization. Red Aril’s DMP helps its customers reach quality target audiences by using predictive modeling that integrates all data -- any source, any type. Utilizing these models, Red Aril lets sites effectively use data to drive revenue. Red Aril is a privately held company funded by institutional investors. For more information, visit redaril.com.
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