Accordant Media's Pulse Report Shows Marketer Focus on Quality

Q4 touts new highs in programmatic impression volume; accuracy of cross-device targeting becomes a priority

Feb 03, 2016, 13:39 ET from Accordant Media

NEW YORK, Feb. 3, 2016 /PRNewswire/ -- The Accordant Media "Programmatic Media Market Pulse: Q4 2015" report released today shows that the growth rate for programmatic media volume grew at unprecedented rates both globally and in North America. At the same time, the report's Spotlight section revealed that the application of cross-device targeting solutions like Accordant's Audience Graph sparked a 53% increase in cost-efficient conversions.

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Highlights of the report include:

  • Global RTB volume for Q4 2015 soared over 200% over Q4 2014. Despite increased inventory and trading cuts this year due to improved quality and non-human traffic (NHT) filters, the overall volume still netted out much higher.
  • Q4 2015 average CPMs were higher, both year-over-year and compared to Q3 2015. Part of this is due to the seasonal holiday uptick, but it is still higher against the same quarter in 2014.
  • Accordant is debuting a new viewability and NHT tracker with this report. Indexed to Q1 2015, we show how we've seen our viewability rates improve 50% in 2015 and NHT rates decrease 60% during 2015.
  • In our Spotlight research this quarter, we are releasing campaign results data to show how cross-device marketing ultimately benefits marketers. There is a lot of buzz in the market about cross-device targeting in general, but we believe this is the first time anyone has publicly released the actual "so what" impact of going through the trouble of creating and utilizing a cross-device targeting capability. Here, we release information specific to Accordant's Audience Graph that shows how we generated 53% greater conversions for a client while maintaining the required CPA performance goals. We think this is exciting news for marketers and makes this methodology that much more tangible.

"The ongoing accelerated growth in Q4 is impressive," said Arthur Muldoon, Accordant Media CEO & co-founder.  "Industrywide, there has been nice progress to meet the multiple challenges to digital advertising like fraud, viewability and ad blocking. Marketers are clearly still committed to the programmatic marketplace." 

The increasing adoption of audience graphs by marketers has had a significant impact on marketers' ability to paint a more accurate, sophisticated assessment of their audiences. "The ability to pinpoint total users —and then interpret their intent across cookies and platforms — enables marketers to better understand their targets," said Matthew Greitzer, Accordant Media COO & co-founder. "It also allows marketers to move away from targeting cookies and move toward targeting audiences."

For a copy of the full report, please contact: Info@AccordantMedia.com

About Accordant Media

Accordant Media makes advertising investments more successful for marketers by unlocking the value of audience data. Through a unique combination of sophisticated data management and activation technologies, expert service and industry-leading transparency, we give marketers more insights and accountability to drive (cost) effective results at scale. 

Our comprehensive Accordant ATS™ solution has helped us attract leading marketing teams as our clients. Accordant, founded in 2010, was established by digital industry leaders from Avenue A | Razorfish, Aegis Media, Akamai and DoubleClick.

Accordant Media has offices in New York City, San Francisco, Chicago and London.  www.accordantmedia.com

 

SOURCE Accordant Media



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