Neustar MarketShare and Twitter Team Up to Measure Social Media’s Effectiveness on TV
June 29 2016 - 11:21AM
Business Wire
Research Reveals Combined TV and Twitter
Advertising Results in 18 Percent Return on Investment
Neustar, Inc. (NYSE: NSR) a trusted, neutral provider of
real-time information services, today announced that it has
joined forces with Twitter in Spain to give marketers the insights
needed to validate the impact social media has on TV, and in-store
sales. Neustar MarketShare DecisionCloud, an industry leading
holistic planning and attribution solution, and the world’s
foremost social networking platform are on a mission to empower
marketers with the insights, and tools needed to optimise their
advertising campaign spending.
Commenting on the partnership Alfonso Calatrava, research
director, Twitter Spain said, “Twitter is becoming a powerful tool
to market TV programming and ads. According to our research,
approximately 6 in 10 users will access Twitter while watching a TV
show in Spain. We decided it made sense to partner with Neustar
MarketShare to show just how effective our platform could be to
broadcasters and brands as a second screen for consumers.”
Extending their working relationship to Spain, Neustar
MarketShare and Twitter are evaluating how Twitter advertising,
especially promoted tweets and promoted trends, enhances an
advertisers marketing mix. Specifically, the research focuses on
the contribution Twitter makes as a second screen to traditional
linear TV.
“In the new landscape where mobile platforms and social media
play a very important role, having consumer behavior data available
directly from Twitter can make a real difference to a content
company such as Sony Pictures,” said Pepe Ramírez, marketing
director, Sony Pictures Releasing de España, S.A. “When combined
with marketing analytics, we’re able to see exactly how the online
conversation affects movie viewing and sales in real-time. We have
been investing in a platform like Twitter for many years and we are
certain that Twitter will become ever more important in our overall
marketing strategy in the future," he added.
Newly released research conducted in Spain reveals that the
return for every €1 spent on Twitter advertising equalled €3 in
movie ticket sales. While TV still dominated average spending with
50 percent of the average campaign investment, results showed an 18
percent increase in return when TV and Twitter campaigns were run
concurrently. Twitter and Neustar MarketShare have previously
worked together to generate compelling research reports in the
United Kingdom, the United States of America, Canada, Brazil,
France and Japan.
Luis Chaves, vice president of EMEA Strategy, Neustar
MarketShare commented, “Marketers are constantly looking for ways
to improve on their campaign spend. By partnering with Neustar
MarketShare, Twitter will be able to provide marketers with useful
in-depth analytics information to help judge the impact their
social platform has on TV campaigns and sales.”
About Neustar MarketShare
Neustar MarketShare helps marketers grow revenue through
predictive analytics and innovative software. Combining advanced
analytics technology, scientific leadership and deep domain
expertise, Neustar MarketShare enables large companies to measure,
predict and dramatically improve Marketing's impact on
revenue—typically generating a 20%-30% improvement in marketing
effectiveness and 3%-4% revenue increase, yielding a 3x-50x
first-year ROI. Widely considered the global analytics leader,
Neustar MarketShare helps direct tens of billions of marketing
investment dollars globally.
About Neustar
Every day, the world generates roughly 2.5 quadrillion bits of
data. Neustar (NYSE: NSR) isolates certain elements and analyzes,
simplifies and edits them to make precise and valuable decisions
that drive results. As one of the few companies capable of knowing
with certainty who is on the other end of every interaction, we’re
trusted by the world’s great brands to make critical decisions some
20 billion times a day. We help marketers send timely and relevant
messages to the right people. Because we can authoritatively tell a
client exactly who is calling or connecting with them, we make
critical real-time responses possible. And the same comprehensive
information that enables our clients to direct and manage orders
also stops attackers. We know when someone isn’t who they claim to
be, which helps stop fraud and denial of service before they’re a
problem. Because we’re also an experienced manager of some of the
world’s most complex databases, we help clients control their
online identity, registering and protecting their domain name, and
routing traffic to the correct network address. By linking the most
essential information with the people who depend on it, we provide
more than 12,000 clients worldwide with decisions—not just data.
More information is available at http://www.neustar.biz
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version on businesswire.com: http://www.businesswire.com/news/home/20160629006091/en/
Neustar, Inc.Carolin Bachmann, 415-312-2100
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