A Guide to Prospecting with Programmatic Advertising

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ADVERTISE HOW TO MEASURE PERFORMANCE Checklist for Effective Prospecting Along with the first site visit, there are other metrics or questions that will help you finetune campaigns for success. Here are four important questions to ask when evaluating your prospecting campaigns: Are you factoring in site visits? This provides critical insights on how your customers engage along the path to conversion. You’ll want to take a look at the entire customer journey from the initial site visit to the conversion event. Are you reaching new targets? Expanding your audience is important for driving incremental conversions to ultimately grow your business. You can get this by measuring the percentage of new people reached. Are you reaching the right prospects? Measuring how many of the new prospects reached your site will show you how effective your targeting is. Are you prospecting qualified leads, or did they actually convert? With the conversion rate of visitors to converters, you’ll be able to measure if your partners are adequately qualifying your prospects. © 2016 Quantcast 12
ADVERTISE HOW TO MEASURE PERFORMANCE Prospecting Case Study: KQED Uses Prospecting to Generate New Donors KQED is one of the largest public media organizations in the United States, providing television, radio, interactive and education services to Northern California. In order to attract new members and increase online donations, reducing its dependence on costly radio and on-air pledge drives, KQED made a strategic move into display advertising as a lowcost, year-round marketing initiative. After creating a unique audience profile of KQED’s ideal donor matched against Quantcast’s real-time view of the web, its targeted ad delivery yielded impressive results. Results • 50% of display donors were new members to KQED’s database, a much higher rate than any other tactic had driven before. • Improved response rates from traditional and radio advertising when supplemented with real-time display. • 7:1 return on ad spend. © 2016 Quantcast 13
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A Guide to Prospecting with Programmatic Advertising

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