Q1 2015 - Taykey

Transcription

Q1 2015 - Taykey

q1 r e p o r t
2015
•
january
– march
Act On What’s Trending
TABLE OF CONTENTS
Top 10 Trends...............4
Trends by Industry.......6
Trends in Video.......... 16
4.5X
Trends around new
music releases drove
CTRs up to 4.5x higher
than industry average
+182%
Music trends, in total, were 182%
more effective than industry
average for display campaigns
Methodology. . . . . . . . . . . 18
Trends-based targeting is
the use of real-time interest
trends to inform and focus
media buying. This Real-Time
Trend Report (RTTR) provides
a quarterly analysis of the
top trends driving advertising
performance. To produce
these insights, Taykey mined
data across dozens of Fortune
500 ad campaigns throughout
Q1 and compared the top
performing trends tied to these
campaigns against publiclyavailable benchmark data.
Welcome to the third
installment of the most
popular trends in media and
advertising performance.
2
■
© 2015 Taykey. All Rights Reserved
1 out of 4
25%
Video views were
targeted around a
real-time music trend
Percentage of
display campaign
engagements
came as a result of
a televised music
event trend
Various Types of Music Trends Emerged in Q1
Televised Events
Music Releases
Unexpected Events
Industry News
Lady Gaga delivered
Sound of Music tribute at
2015 Oscars
Drake released new,
unannounced mixtape
Will Ferrel lip synced to
Beyoncé's 'Drunk in Love'
on The Tonight Show
Zayn Malik quit
One Direction
music trends drum up ad
engagements in q1 2015
Q1 real-time advertising trend performance picked up right where 2014 left off
as overall display campaign CTRs increased 16% from last quarter. Part of this
increase is due to auto-shopping and general news trend performance growth,
which increased 68% and 53% respectively over Q4 2014. This may have been
expected because three of the world’s biggest annual auto shows are held
in Q1 of every year. However, Q1 individual auto trends were unpredictable.
Speaking of unpredictability, News trends have highest fluctuation quarterto-quarter due to the lack of a true “schedule” outside of political election
years. Analytically, we are often drawn to trends that have the largest growth in
performance. But high growth can often signal high volatility over time. What
about trends that just consistently perform well each quarter? Those deserve
examination as well.
For three consecutive quarters, real-time music trends have delivered CTRs well
above industry benchmarks with averages of +65% (Q314), +132% (Q414) and
+182% (Q115). Not only have they continually delivered favorable performance,
but they have provided consistent scale for ad delivery, ranging between
12%-14% of total Taykey impressions each quarter. Music trends are the only
category within the entertainment sector to see this level of consistency. Why?
Music trends seem to lack a strong seasonality while also producing a constant
stream of news. For example, ‘music festival season’ actually spans all quarters
ranging from Ultra (Q1), to Coachella (Q2), to Lollapalooza (Q3) to Austin City
Limits (Q4). Movie trends spike leading into the summer for blockbuster season
and again at the end of each year during the holiday season. TV trends spike
leading into both premiere and sweeps seasons.
In Q1, similar to last year, music trends naturally clustered into four major
subcategories: Televised Events, Unexpected Events, New Music Releases and
Industry News. Musical performances tied to TV events happen year-round,
ranging from the Super Bowl half-time show to the weekly musical act on
Saturday Night Live. Lady Gaga’s tribute to the Sound of Music at the Oscars
generated engagement nearly 4.5x above industry average. Some of these
events can be planned for in advance. Yet, many others cannot. One of
the top performing trends for Q1 was then Will Ferrell unexpectedly lip
synced Beyoncé’s 'Drunk in Love' on The Tonight Show the week before the
Grammys. To date, that video has received 40MM views on YouTube with a
positive rating of over 98%.
New music releases throughout the year, largely because the industry is
not incentivized to release during specific times of year the way movies
and TV shows are. When Drake unexpectedly announced the release
of his new mixtape, ads activated based on this trend performed at 3.8x
above industry average. Zayn Malik leaving One Direction was one of the
biggest music news trends of the quarter and delivered engagement
rates 3.3x above industry benchmark. Yes, music industry news trends are
often unpredictable. But but when captured by real-time advertising, they
consistently deliver.
Music Trends Ad Performance by Industry
ENTERTAINMENT
7.3x
RETAIL
5.1x
HEALTH & WELLNESS
5.1x
TECHNOLOGY
3.9x
3.7x
CPG
TRAVEL
3.6x
TELECOM
AUTO
3.4x
2.2x
■
3
TOP 10
TRENDS
Q1 was loaded with trend
targeting opportunities tied
to multiple tent-pole events
across several categories.
These included sports (March
Madness), lifestyle (NY Fashion
Week), TV (Oscars,) and auto
(Detroit Auto Show) to name
a few. Although these trends
drove scale and efficiency, they
could not outperform the #1
trend of the quarter, T-Mobile’s
offering of $650 in credits to
for people to switch wireless
carriers to T-Mobile. This trend
drove performance over 13x
industry average proving that
there is no word consumers
like more than ‘free’.
When examining top
performing trends by gender,
the top male skewing trends
saw more diversity across
auto and technology news
while the top female trends
were rooted in celebrity gossip
and lifestyle trends.
4
■
Overall Top 10
RANK
TOPIC*
TOP TREND
Q1 PERFORMANCE
vs. BENCHMARK
1
T-Mobile
Wireless provider offered $650 to new
customers for switching
+1245%
2
Taylor Kinney
Actor gets engaged to singer, Lady Gaga
+1109%
3
The Hobbit
Details released around special features
on new DVD trilogy
+950%
4
Academy Awards
Neil Patrick Harris hosted the 2015 Oscars
+945%
5
Johnny Depp
Actor secretly married actress, Amber Heard
+935%
6
Demi Lovato
Singer started promoting health and
fitness via Instagram
+815%
7
Apple Car
Rumored car dominated conversation
at Geneva Auto Show
+700%
8
Mars One
Non-profit project began taking applicants
to travel to Mars
+663%
9
iPhone 6
Apple began taking Android & Blackberry trade-ins
+646%
10
New York
Fashion Week
Kanye West made designer debut with Adidas
+585%
*Impression Minimum: 500k
Male Top 10
TOP 10 TOPIC*
Female Top 10
Q1 PERFORMANCE
vs. BENCHMARK
TOP TREND
TOP 10 TOPIC*
Q1 PERFORMANCE
vs. BENCHMARK
TOP TREND
1
T-Mobile
Wireless provider offered $650 to
new customers for switching
+1245%
1
Taylor
Kinney
Actor gets engaged to
singer, Lady Gaga
+1109%
2
Apple Car
Rumored car dominated
conversation at
Geneva Auto Show
+700%
2
Johnny Depp
Actor secretly married
actress, Amber Heard
+935%
3
iPhone 6
Apple began taking Android &
Blackberry trade-ins
+646%
3
Demi Lovato
Singer started promoting health
and fitness via Instagram
+815%
4
Microsoft
NBC tapped the cloud
platform to help online streaming
of the Super bowl
+478%
4
New York
Fashion Week
Kanye West made designer
debut with Adidas
+585%
5
App Store
Apple held its 'Spring Forward' live
event in March
+436%
5
Ed Sheeran
Singer covered Stevie Wonder
during a New Year's Eve concert
+490%
6
Steve Jobs
New biography, Becoming Steve
Jobs released
+432%
6
Kendall
Jenner
Vogue magazine spread released in
January 205
+459%
7
Ford GT
Highly anticipated model made
debut at Chicago Auto Show
+432%
7
Beyoncé
Performed with Ed Sheeran & Gary
Clark Jr. at Stevie Wonder tribute
+448%
8
John Oliver
Late night host took down the
tobacco industry
+419%
8
Glee
Britanny & Santana's wedding
episode aired
+389%
9
Dwyane
Wade
NBA star had to pull out of 2015
All Star Game due to injury
+405%
9
Frozen
New six-minute short released
called Frozen Fever
+361%
10
PlayStation 4
Sony reports PS4
responsible for biggest profits for
company since 1998
+344%
10
Sound of
Music
Lady Gaga gave highly praised
performance at the 2015 Oscars
+349%
■
5
TRENDS BY
INDUSTRY
When trends were clustered
into topic categories,
television and sports drove
the highest ad engagement
volume. This was due to
events like the Super Bowl
and March Madness as well
as new season premieres
for The Voice, The Walking
Dead and House of Cards.
Lifestyle and news were the
highest performing trend
categories due to the global
Fashion Weeks in Q1 as well
as big new stories including
California’s drought,
record breaking cold in
the northeast and new
commercial trips to Mars.
Top Performing Topic Categories – Total Display Media
RANK
TOPIC
CATEGORIES*
%
IMPRESSIONS
Q1 PERFORMANCE
vs. BENCHMARK
Q1 vs. Q4
PERFORMANCE
1
Lifestyle
3%
+375%
+39%
2
News
3%
+242%
+53%
3
Celebrity News
3%
+220%
0%
4
Entertainment - General
3%
+213%
+42%
5
Movies
12%
+193%
+7%
6
Music
13%
+182%
+10%
7
Technology News
12%
+161%
-3%
8
Shopping - Auto
7%
+126%
+68%
9
Sports
17%
+119%
+19%
10
Television
18%
+113%
-7%
*Impression Minimum: 5MM
6
■
Trends by Industry
Auto
+13%
Overall performance
change from Q4 to Q1
Q1 saw auto-shopping trends as the top
performers thanks to the 2015 motor shows
in Detroit, Chicago and Geneva. Trends
surrounding brands such as Acura, Nissan, Ford
and Honda drove the highest engagement.
Music trends also helped drive scale and
efficiency for this vertical behind performances
from the Super Bowl as well as Iggy Azalea and
Wiz Khalifa’s new song from Furious 7.
RANK
TOPIC
CATEGORIES*
%
IMPRESSIONS
Q1 PERFORMANCE
vs. BENCHMARK
1
Shopping - Auto
12%
+125%
70%
2
Music
15%
+120%
51%
3
3%
+105%
48%
4
Technology News
12%
+71%
-11%
5
Celebrity News
4%
+63%
10%
Q1 vs. Q4
PERFORMANCE
RANK
TOPIC*
TOP TREND
Q1 PERFORMANCE
vs. BENCHMARK
1
Apple Car
Rumored car dominated conversation at Geneva Auto Show
+700%
2
Steve Jobs
New biography, Becoming Steve Jobs released
+547%
3
Chicago Auto Show
2015 Chicago Auto Show kicked off mid-February
+532%
4
Acura RDX
Images leaked for the new RDX facelift one week before Chicago Auto Show
+480%
5
Nissan GT R
Model car won at the Bathurst 1000 race for the first time since 1992
+479%
■
7
Trends by Industry
B2B
RANK
TOPIC
CATEGORIES*
%
IMPRESSIONS
Q1 PERFORMANCE vs.
BENCHMARK
1
Technology News
56%
554%
–
2
News
16%
399%
–
3
Business News
21%
215%
–
4
Lifestyle
7%
193%
–
5
Sports
14%
114%
–
Q1 vs. Q4
PERFORMANCE**
**This Industry was not measured in Q4 Report
More B2B advertisers embraced real-time
advertising in Q1 2015 and were rewarded as
technology news trends delivered engagement
rates more than 6x above industry average.
Various types of technology trends proved
valuable including those surrounding new forms
of mobile payment, connected automobiles and
cloud computing.
RANK
TOPIC*
TOP TREND
Q1 PERFORMANCE
vs. BENCHMARK
1
T-Mobile
Wireless carrier announced it will launch LTE over Wifi in 2016
+1460%
2
Android
Google rolled out Lollipop 5.1 OS
+959%
3
App Store
Apple held its 'Spring Forward' live event in March
+795%
4
Mobile phones
Microsoft and Samsung teamed together during Mobile World Congress
+614%
5
iPad
Inbox by Gmail launched on Apple iPad
+472%
8
■
Trends by Industry
CPG
+47%
Overall performance
CPG campaign performance continued its
upward trend throughout the last three quarters
due largely in part to the rising success of TV
trends such as the Season 8 premiere of The
Voice and Jimmy Fallon’s lip sync battles.
Technology trends emerged as high performers
in Q1 replacing financial news trends, which had
been critical to CPG campaign performance in
Q3 and Q4 last year.
RANK
TOPIC
CATEGORIES*
%
IMPRESSIONS
Q1 PERFORMANCE
vs. BENCHMARK
1
Television
8%
+367%
49%
2
Movies
9%
+341%
30%
3
Technology News
4%
+335%
39%
4
Lifestyle
4%
+274%
30%
5
Music
7%
+265%
8%
Q1 vs. Q4
PERFORMANCE
RANK
TOPIC*
TOP TREND
Q1 PERFORMANCE
vs. BENCHMARK
1
Atmospheric water
Scientists moved closer to finding solutions for California's drought problem
+805%
2
Jimmy Fallon
Lip sync battle with Will Ferrell & Kevin Hart on The Tonight Show
+685%
3
Frozen
New six-minute short released called Frozen Fever
+518%
4
NY Fashion Week
Kanye West made designer debut with Adidas
+487%
5
Cold weather
Record breaking cold temperatures pounded the northeast
+410%
■
9
Trends by Industry
Entertainment
RANK
TOPIC
CATEGORIES*
%
IMPRESSIONS
Q1 PERFORMANCE
vs. BENCHMARK
1
Music
3%
+1118%
29%
2
11%
+647%
48%
3
Celebrities News
9%
+619%
-20%
4
Sports
8%
+505%
198%
5
Movies
10%
+270%
-51%
Q1 vs. Q4
PERFORMANCE
-45%
Overall performance
For the second consecutive quarter, music
trends drove the highest ad engagement for
entertainment campaigns, particularly tune-in.
Sports trends saw the largest growth in
performance, nearly 3x from last quarter, behind
various micro-trends associated with events
such as the Super Bowl, NBA All Star Game and
the announcement of Mayweather v. Pacquiao.
RANK
TOPIC*
TOP TREND
Q1 PERFORMANCE
vs. BENCHMARK
1
Nintendo
Game maker changed policies for Club Rewards in January
+1345%
2
The Hobbit
Details released around special features on new DVD trilogy
+956%
3
Lil Wayne
Rapper promoted Kid Ink on Twitter
+934%
4
Ed Sheeran
Singer covered Stevie Wonder during a New Year's Eve concert
+819%
5
Taylor Swift
Video of cop dancing to Shake It Off went viral
+718%
10
■
Trends by Industry
Health & Wellness
+355%
Overall performance
Movie trends proved critical for reaching
these audiences in Q1 as they drove both
scale and efficiency performing more than
6x above industry average.
Highly anticipated releases, such as
Insurgent, Furious 7 and Avengers: Age
of Ultron were among the top performing
movie trends for this category.
RANK
TOPIC
CATEGORIES*
%
IMPRESSIONS
Q1 PERFORMANCE
vs. BENCHMARK
1
Celebrity News
5%
+577%
475%
2
Movies
29%
+525%
583%
3
Sports
8%
+508%
493%
4
11%
+440%
232%
5
Lifestyle
14%
+436%
406%
Q1 vs. Q4
PERFORMANCE
RANK
TOPIC*
TOP TREND
Q1 PERFORMANCE
vs. BENCHMARK
1
Oscar de la Renta
2015 New York Fashion Week paid homage to the late designer
+2121%
2
Kim Kardashian
Socialite began social media feud with Amber Rose
+1769%
3
Armani
New images released of Calvin Harris posing for Spring/Summer 2015 campaign
+1733%
4
Academy Awards
Neil Patrick Harris hosted the 2015 Oscars
+1291%
5
Beyoncé
Performed with Ed Sheeran & Gary Clark Jr. at Stevie Wonder tribute
+1184%
■
11
Trends by Industry
Retail
RANK
TOPIC
CATEGORIES*
%
IMPRESSIONS
Q1 PERFORMANCE
vs. BENCHMARK
1
Lifestyle
4%
+583%
21%
2
Celebrity News
3%
+555%
54%
3
News
3%
+504%
-27%
4
5%
+489%
-27%
5
Television
7%
+436%
-6%
Q1 vs. Q4
PERFORMANCE
-19%
Overall performance
With the 2014 holiday season behind us, retail
campaigns saw an expected, slight decline in
performance when compared to last quarter.
Lifestyle trends continued their growth for
the second consecutive quarter as Spring
2015 Fashion Week trends for Milan and Paris
outpaced those for New York and London.
RANK
TOPIC*
TOP TREND
Q1 PERFORMANCE
vs. BENCHMARK
1
Lady Gaga
Singer turned her Instagram into ads for Japanese beauty brand Shiseido
+1213%
2
Rihanna
Rumors emerged around singer dating Leonardo DiCaprio
+766%
3
Sound of Music
Lady Gaga gave highly praised performance at the 2015 Oscars
+570%
4
Kendall Jenner
Vogue magazine spread released in January 2015
+567%
5
Netflix
New trailer released for House of Cards Season 3
+529%
12
■
Trends by Industry
Technology
+42%
Overall performance
The rise of consumer electronics shopping
trends, specifically those surrounding the
increasing battles between wireless carrier
pricing and incentives, contributed to the
positive growth of technology campaign
performance in Q1.
Additionally, sports trends recently emerged as
critical for this vertical as NFL free agency news
and the NBA playoff race have heated up.
RANK
TOPIC
CATEGORIES*
%
IMPRESSIONS
Q1 PERFORMANCE
vs. BENCHMARK
1
Shopping - Consumer
Electronics
6%
+626%
85%
2
Lifestyle
33%
+466%
10%
3
Technology News
29%
+450%
54%
4
2%
+417%
4%
5
Sports
14%
+303%
23%
Q1 vs. Q4
PERFORMANCE
RANK
TOPIC*
TOP TREND
Q1 PERFORMANCE
vs. BENCHMARK
1
Rose Bowl
Shaun White's Air + Style festival came to SoCal's Rose Bowl stadium
+2021%
2
Adi Shankar
Producer released gritty Power Rangers short film featuring James Van Der Beek
+1771%
3
iPhone 6
Apple began taking Android & Blackberry trade-ins
+687%
4
PlayStation 4
Sony reports PS4 responsible for biggest profits for company since 1998
+670%
5
Microsoft Azure
NBC tapped the cloud platform to help online streaming of the Superbowl
+646%
■
13
Trends by Industry
Telecommunications
RANK
TOPIC
CATEGORIES*
%
IMPRESSIONS
Q1 PERFORMANCE vs.
BENCHMARK
1
Celebrity News
1%
+1002%
257%
2
Movies
10%
+583%
156%
3
Television
18%
+394%
13%
4
Music
14%
+341%
80%
5
Sports
25%
+247%
25%
Q1 vs. Q4
PERFORMANCE
+28%
Overall performance
Contrary to Q3-Q4 2014, when technology
news was the top performing trend category
for telecom campaigns, entertainment-related
trends took over in Q1 2015.
Unpredictable, 2015 Oscar-related trends
contributed to this rise in performance as well as
targeting trends surrounding TV programs such
as The Walking Dead, Saturday Night Live and
The Tonight Show with Jimmy Fallon.
RANK
TOPIC*
TOP TREND
Q1 PERFORMANCE
vs. BENCHMARK
1
Taylor Kinney
Actor gets engaged to singer, Lady Gaga
+1152%
2
Johnny Depp
Actor secretly married actress, Amber Heard
+1122%
3
Taylor Swift
Singer took the high road after Katy Perry dissed her at the Super bowl
+1028%
4
Apple
Announcement of $2B data command center to be built in Arizona
+908%
5
Rihanna
Premieres FourFiveSeconds video with Paul McCartney & Kanye West
+839%
14
■
Trends by Industry
Travel
-8%
Overall performance
Entertainment-related trends continued
to drive ad engagement for upper-funnel
branding efforts within the travel sector.
Alignment of real-time trends that
are endemic to specific travel destinations
also proves effective for driving high
ad engagement.
RANK
TOPIC
CATEGORIES*
%
IMPRESSIONS
Q1 PERFORMANCE
vs. BENCHMARK
1
Celebrity News
8%
+811%
12%
2
Movies
38%
+693%
12%
3
Music
48%
+261%
-39%
4
Lifestyle - Family
6%
+247%
370%
5
–
–
Q1 vs. Q4
PERFORMANCE
–
–
*Impression Minimum: 500K
RANK
TOPIC*
TOP TREND
Q1 PERFORMANCE
vs. BENCHMARK
1
The Hobbit
Details released around special features on new DVD trilogy
+956%
2
Ed Sheeran
Singer covered Stevie Wonder during a New Year's Eve concert
+831%
3
Kanye West
New memes created as rapper goes on Twitter ran about his wife's beauty
+526%
4
Cinderella
High anticipation around the March release of live action movie
+326%
5
Frozen
New six-minute short released called Frozen Fever
+163%
■
15
TRENDS
IN VIDEO
Video view rates increased
35% in Q1 2015 after
stagnating between Q3
and Q4 2014. This growth
can largely be attributed to
higher overall performance
across various types of
entertainment trends and a
shift away from technology
trends. Additionally, view
rates on tablets and
smartphones both increased
significantly from last
quarter with movie trends,
in particular, proved most
effective on tablets while
music trends performed
best on smartphones.
16
■
Top Performing Topic Categories – Total Video
+35%
Overall performance
RANK
TOPIC
CATEGORIES*
%
IMPRESSIONS
Q1 PERFORMANCE
vs. BENCHMARK
Q1 vs. Q4
PERFORMANCE
1
Movies
13%
+84%
+49%
2
Music
22%
+80%
+43%
3
Television
20%
+76%
+48%
4
Technology News
5%
+69%
+32%
5
Lifestyle
6%
+46%
+29%
Video by Platform
PLATFORM
%
IMPRESSIONS
Q1 PERFORMANCE
vs. BENCHMARK
Q1 vs. Q4
PERFORMANCE
Desktop
48%
+62%
+26%
Tablet
34%
+59%
+50%
Mobile
18%
+57%
+42%
Top 10 Trends
Desktop Video
TOP 10 TRENDS*
1
New Toyota commerical featuring One
Direction aired during Super Bowl
Chevy Sonic's New electric model
2 rumored to be announced at 2016
Detroit Auto Show
Top 10 Trends
Tablet Video
Q1** vs.
BENCHMARK
TOP 10 TRENDS*
Top 10 Trends
Mobile Video
Q1** vs.
BENCHMARK
Q1** vs.
BENCHMARK
TOP 10 TRENDS*
+257%
1
Disney confirmed Frozen 2 is
happening but no release date set yet
+183%
1
Iggy Azalea released new song with
Wiz Khalifa for Furious 7 soundtrack
+168%
+241%
2
Big Hero 6 won 'Best Animated
Feature' at the 2015 Oscars
+167%
2
Big Sean hosted and performed at
pre-Grammy party at House of Blues LA
+156%
+153%
3
Will Ferrell lip synced to Beyoncé's
'Drunk In Love' on The Tonight Show
+153%
3
Drake released new
unannounced mixtape
+165%
Debate heated up about the
3 rating for latest Ryan Reynolds
action film - Deadpool
4
NASA released images of first
solar flare of 2015
+159%
4
Pitch Perfect 2 First trailer aired
during Super Bowl
+148%
4
Christina Perri premieres new music
video starring Once Upon A Time actor
+152%
5
Iggy Azalea released new song with Wiz
Khalifa for Furious 7 soundtrack
+157%
Jimmy Fallon spoofed 90s TV show,
5 Fresh Prince of Bel-Air, opening
credits on his talk show
+141%
5
Vanity Fair released rare photos of
Clint Eastwood and Brigitte Bardot
+149%
6
Season 8 of The Voice performances
become viewable online
+156%
6
+139%
6
Lady Gaga gave highly praised
performance at the 2015 Oscars
+147%
7
Carrie Underwood eager to get her body
back after birth of child
+151%
Apple announced HBO Now
7 will be available on iTunes starting
in April 2015
+136%
7
Jay Z invested $56MM into
streaming music service
+146%
8
Big Sean publically announced love with
Ariana Grande
+144%
Warner Bros released new
8 7-minute trailer for Batman:
Arkham Knight game
+133%
8
Game of Thrones season 5 Red Carpet
premiere took place in March 2015
+145%
9
Zoe Saldana showed off post-baby
body at 2015 Oscars
+139%
9
Iggy Azalea released new song with
Wiz Khalifa for Furious 7 soundtrack
+133%
9
Sam Smith sang duet with John
Legend for Red Nose Day 2015 charity
+142%
10
Vanity Fair released rare photos of Clint
Eastwood and Brigitte Bardot
+134%
10
High anticipation around the March
release of live action movie, Cinderella
+131%
10
Ellie Goulding sheer outfit drew high
attention at 2015 BRIT Awards
+132%
Netflix streaming service
launched in Cuba
* Impression Minimum: 10k **Q1 Performance vs. Benchmark
■
17
METHODOLOGY
Taykey analyzed data
from more than 60 trendtargeted campaigns that ran
between January 1, 2015 to
March 31, 2015. In order to
provide consistent points of
comparison, engagement
metrics for trends-targeted
ads were measured
against estimated industry
benchmarks. These industry
benchmarks were derived
from publicly-available data
sources including Google/
Doubleclick, Sizmek and
eMarketer. Trends and
topic categories were
then ranked based on the
highest performance against
industry benchmarks.
18
18 ■
■
GLOSSARY
TERM
DEFINITION
Benchmark
The aggregation of widely used publicly available industry benchmarks for digital ad
performance from sources such as Google/Doubleclick, Sizmek & eMarketer.
Engagement
The action taken by a user in response to being exposed to a digital ad. This can include
clicks, engagements, likes/follows, shares, video views, landing page visits, etc.
Industry Vertical
The aggregation of similar advertisers into broader groups to summarize real-time
trend ad performance on a business specific level.
Performance
The percent increase of primary KPIs across display and video campaigns meant to be
measured against industry benchmarks to provide context of ad effectiveness.
Topic
A keyword or phrase activated against when a real-time trend is identified as relevant to
an audience. (e.g. ‘iPhone 6’)
Topic Category
The aggregation of similar topics into broader groups to summarize real-time trend ad
performance on a more macro level.
Trend
The specific event, news, story or information that deems a topic relevant
at a particular moment. Multiple trends can roll up into a single topic.
(e.g. ‘iPhone 6 is bendable’)
To learn more and contact us at info @taykey.com
www.taykey.com ■ @taykey

Q1 2015 - Taykey

Transcription

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