Most digital ad campaigns are optimized based on shallow metrics such as impressions and click rates—conversions, maybe. But those metrics only tell half the story. To develop strategies that maximize lift, marketers need to know exactly how their campaigns influence consumers across the web, not just on their own domains. Without a view into search behavior and engagements and conversions in walled garden marketplaces, marketers are following hunches, not reality.
Measure campaign lift by analyzing actual human behavior. Know whether your campaigns led to more search queries for your products or greater share of voice on third-party marketplaces.
40 percent of purchases happen in walled-garden marketplaces. Jumpshot sees the purchase path of your customers everywhere online, including search, your website’s conversion funnel, and even conversions you’ve been blind to before.
Know where your ad budgets are most effective and optimize campaigns based on which audiences or segments they resonate with most. Precisely quantify the influence of publisher partners or creative strategies so you can adjust spend and maximize lift in-flight.
By integrating Jumpshot’s Campaign Optimization into its data platform, Condé Nast tied ad campaigns to their effects on search, shopping and purchase behaviors across the entire web. Finding the right content for each campaign helped them target the optimal audiences.
The data integration has proven invaluable. Many of our advertisers are seeing campaign uplifts of over 60 percent.