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Social Graph Drives Brand Lift, Direct Response Ad Metrics

February 2, 2012

Ad campaigns that target consumers on the basis of their social media activities and interest-based connections—or Brand Graph—perform better than ads without such targeting capabilities, and they generate large gains in brand lift and key direct-response metrics, according to a study by 33Across.

The new study, which showcases Brand Graph technology from 33Across, demonstrates how brands can boost the performance of advertising and direct marketing by targeting consumers based on their social media activities. 

What Is a Brand Graph? 

Comprising a vast set of digital, social, and demographic attributes, the Brand Graph is driven by an algorithm that predicts audience scale, loyalty, and purchase behaviors.

Unique to an industry, brand, or product, a Brand Graph essentially constructs a real-time network of people who, based on their social connections, are predicted to be loyal to a brand. A company's Brand Graph exceeds the audience size of its existing brand loyalists by 20 times, on average, according to 33Across.

Below, additional findings from the 33Across study, which examines Brand Graph marketing performance for the third and fourth quarters of 2011. 

Among campaigns conducted in all industries during the third and fourth quarters of 2011, brands that served ads to people in their respective Brand Graph generated brand lift* ranging from 15% to 77% over advertisers' campaign goals; those same campaigns registered gains across key direct-response metrics ranging from 20% to 151%.

Brands were also able to predict groups of new consumers likely to become brand loyal; such groups, or predicted brand loyalists, were 7 to 30 times larger than their existing audience segments.

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