The BBC has introduced a data management platform (DMP) that will allow South African marketers to mine audience data based on online behaviour rather than demographic information. Called AudienceScience, the platform enables enables online advertisers to reach the right person, with the right message, at the right time.
BBC.com – the fifth most visited online news publisher in South Africa and one of the most trusted brands in the world- is the only top 10 news publisher to offer this service to advertisers.
The AudienceScience Gateway, widely regarded as one of the most powerful tools in modern marketing, effectively and intelligently combines and sorts the plethora of online data – over 5TB of data per day, the equivalent of 2.7 billion data points – so that it can be used to define and build a precise and relevant target audience. Importantly, it also uses recency and frequency criteria to indicate when that audience is actually in the buying window for a product or service – allowing advertisers to target them when they are most open to purchase.
An example: As a marketer in the motoring world, the advertiser could use demographics to target the average vehicle buyer – educated, home-owning, professional men between the ages of 35 and 45. Or, they could use actual behaviour to target consumers who are actively looking to buy a luxury vehicle, who are reading reviews on specific models, conducting on-site searches on specific brands, and seeking out content on insurance classes.
The net result, says BBC advertising, is that marketers can spend less and achieve more.
Since 2003, AudienceScience has powered over 300 000 successful campaigns worldwide, for clients including American Airlines, Deutsche Telekom, Discovery Communications, ESPN, FT.com and Skechers. Results vary according to specific campaign goals but in some cases ROI peaked over the 800% mark.
For one particular client in the automotive category, a campaign powered by the AudienceScience Gateway reduced eCPA (effective Cost per Action) from an average rate of $291 in May 2010 to $0.66 in September 2010 – a 99% reduction. In addition, AudienceScience Gateway helped increase average conversions from 139 in August 2010 to an incredible 1 120 for September 2010 – a whopping 705% increase. Through the Gateway advanced technology, the auto manufacturer grew its targeted audience segments from 1.8 million to over 120 million over a two month period.
For BBC.com, the power of AudienceScience is twofold: not only does it enable advertisers to achieve their goals, but it also provides users with a better online experience, by simultaneously limiting irrelevant advertising and replacing it with perfectly-placed, perfectly-timed communication.
[For more case studies, go to http://www.audiencescience.com/uk/partners/case-studies]