ADOTAS – Because one announcement from one social graph manager isn’t enough for one Thursday, 33Across released its Brand Graph Category Insights report for the first quarter of 2012 today. Its second such quarterly report looked at how 80 brands in eight categories (auto, CPG, education, entertainment, financial, retail, telecom and travel) used insights from social graph data — “the social behaviors and preferences of their current and predicted brand loyalists,” as a statement from the company put it — to drive desired campaign results. In conducting the report, 33Across looked into blog readership, search and content sharing, and it found brands that marketed to consumers via their Brand Graph saw an average 17 percent brand lift and 52 percent increase in direct response results.
Some specific figures 33Across pulled about brands that utilized the Brand Graph: By leveraging the Grand Graph, auto brands saw a 33 percent rise in purchase intent. Financial services companies saw a 37 percent rise in brand awareness, 3 percent rise in favorability, 7 percent rise in intent and 61 percent rise in conversion. Retail saw a 54 percent increase in conversion. CPGs saw a 16 percent rise in favorability. Entertainment saw a 12-point tune-in lift. Travel saw a 125 percent return on ad spend. Telecom saw a 17 percent bump in engagement. Education saw a 53 percent rise in purchase intent.
Digging into the media that worked, the report announced that for seven of the eight categories, Brand Graph consumers viewed more than 30 percent more video on average than the benchmark for the web. It also said Brand Graph consumer content sharing crept up 6 percent to reach a record high.
The Brand Graph, to be clear, finds people who are, or who are likely to be, loyal to a brand, based on their “social proximity” to the brand and how often they engage with or search for information about it (or based on their social connections to people who are already recognized as brand loyalists), and delivers media to those people. The graph is tailored to each brand 33Across works with. And in a recent phone conversation, 33Across CMO Allie Kline clarified how the report came together. “Every quarter, we will release roll-up benchmarks and data and statistics from the Brand Graph,” she said. “The metrics are representative of a sampling of all the brands we work with.
Kline said the four top findings — video consumption up, social sharing up, Brand Graphs driving brand lift and direct response metrics, and that new consumers likely to become brand loyalists who were reached through Brand Graphs were seven to 20 times larger than their current loyal audiences — weren’t surprising, but edifying to see verified. There were some things that surprised her about the numbers, though. For one, sharing was up from last quarter. “The interesting thing is, it’s first quarter,” she said. “There’s a lot of sharing going on around the holidays,” but for sharing to continue to increase in the following quarter was unexpected. “Maybe people nest in the winter,” she suggested.
In any case, she emphasized, “Our analysts are saying a 6 percent jump is statistically significant.” To continue to make the most of that rise, she encouraged “matching creative to sharing behavior — allow consumers to act in the way that’s trending.”
Kline said the rise in video consumption means that “video inventory and leveraging things like pre-roll… will become more important tools for our clients,” but she added that online video is “something advertisers need to think of creatively. You have to think of video as a more interactive experience.” She encouraged a break away from an emphasis on pre-roll and suggested as alternatives hotpoints within videos, screens with multiple videos embedded or the option of sharing different elements within a video. “As the trend is to consume more and more video, the industry needs to match that, to raise the bar,” she said.
Boasting a reach of 1.25 billion users, 33Across is one of two companies ADOTAS wrote about today that claims to manage the world’s largest social graph.