SOURCE: 33Across

33Across

October 24, 2012 09:30 ET

33Across Q3 Brand Graph™ Research Reveals Spike in Video Viewership Among CPG Customers

Real-Time Consumer Insights Across Eight Industries Identify the Social Habits and Top Interests That Drive Greater ROI

NEW YORK, NY--(Marketwire - Oct 24, 2012) - 33Across, operators of the world's largest social and interest graph, reaching over a billion users, today released its Brand Graph Q3 2012 Category Insights Report. The standout finding for the quarter was a significant increase in online video viewership within the CPG category. Consumption of online video soared 44% from Q2 to Q3, demonstrating that today, CPG consumers are nearly 1.5X more likely to watch online video than the average Internet user.

CPG advertisers also drove consistent performance, achieving on average 49% brand lift and 20% lower CPA. Within this category, top interests included online gaming, movies, and travel. These strong results underscore the need for CPG advertisers to identify and take action on the social and consumption habits of the consumers most likely to purchase and become brand loyal. 

Retailers Experience a Strong Quarter
The Retail category also reaped notable campaign performance success during Q3: retail brands that marketed to consumers within their Brand Graphs saw an unprecedented average 48% lower cost-per-acquisition (CPA) relative to those that reached consumers outside of their Brand Graphs. Reducing CPA is particularly important for the Retail sector during the back-to-school months and will also be a point of emphasis as they enter the heart of the holiday shopping season.

The 33Across quarterly insights report analyzes category-specific online social behaviors, (video, sharing, and search), as well as top interests (news and media, online gaming, movies, and more) to help advertisers guide direct response and brand marketing strategies. The results were culled from 114 advertiser campaigns by 85 brands within 8 vertical categories from July to September 2012.

Key Findings: Brand and Direct Response Performance

Across all 8 industries, the Q3 report revealed strong brand and direct response performance for Brand Graph advertisers.

  • Brands that marketed to consumers in their respective Brand Graphs saw an average of 4x greater return-on-ad-spend (ROAS) and 30% overall improved direct response performance.
  • Brands were able to predict and reach groups of new consumers likely to become brand loyal that were an average of 13x larger than their existing loyalty segments.

The Brand Graph: The Social Compass for Rest-of-Web

  • 33Across builds a custom Brand Graph for each of its clients, equipping them with a rest-of-web (ROW) marketing blueprint that identifies the universe of consumers likely to become brand loyal based on users' interests and social proximity to a brand.

  • Agencies and brands use the data trends and insights revealed in their Brand Graph to predict and reach millions of new brand loyalists and to inform and guide their overall advertising strategy and spend.

About 33Across Inc.
Over 600,000 publishers and more than 375 Fortune 1000 marketers use 33Across's Brand Graph™ technology, tools, and real-time predictive systems to connect their content and products into the social graph. Clients rely on their Brand Graph to leverage how individuals and the networks around them react to what is read, purchased, shared, and recommended in real-time. Reaching over a billion users, 33Across processes tens of thousands anonymous social engagement, influence, and interest actions that surround marketer and publisher brands each second. The company has offices in 11 cities including New York, San Francisco, Sunnyvale, Salt Lake City, Dallas, Chicago, and Boston. Learn more at 33across.com