Comscore Predictive Audiences™ Drive Video Campaign Performance...

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The Scenario

Eightbar’s client, IBM, seeks most effective targeting to drive video campaign performance.

The Solution

Campaign Setup

Eightbar selects 3 types of targeting segments from different third-party data providers to test performance against its benchmark:

Comscore Predictive Audiences with Eyeota
Two Competitor Contextual Segments
Competitor Behavioral Segments

Campaign Activated

Eightbar runs a competitive evaluation testing the three targeting tactics, holding all other parameters constant.

Performance Measured

Eightbar measures video campaign performance of each targeting tactic-based on Cost Per Engaged Visit (CPEV).

The Results

Comscore’s B2B Predictive Audiences using Eyeota’s insights outperform all targeting tactics.

Comscore CPEV was significantly below client benchmark
46% lower CPEV compared to competitive behavioral audience
23% lower CPEV compared to competitive contextual segment

COST-PER-ENGAGED-Visit Q1

Comscore's B2B Predictive Audiences using Eyeota's insights continue to outperform all targeting tactics in Q2.

Comscore CPEV was significantly below client benchmark
24% lower CPEV compared to competitive behavioral audience
13% lower CPEV compared to competitive contextual segment

COST-PER-ENGAGED-Visit Q2

Erin Greenberg, Manager, Programmatic , Eightbar

"Comscore and Eyeota’s Predictive Audiences have improved in efficiency significantly and continue to be crucial to maintaining strong CPEVs across our campaigns. The audiences continue to outperform our 3rd party job function audiences and they are outperforming both of our contextual audiences."