REDWOOD CITY, Calif.--(BUSINESS WIRE)--Rocket Fuel Inc. (NASDAQ:FUEL), a leading Programmatic Marketing Platform provider, today announced the launch of the Rocket Fuel Institute, a research group dedicated to delivering fresh, data-driven marketing insights to help brands, agencies, advertisers, and marketers deliver results that matter. For its first initiative, Rocket Fuel today released a report outlining the hidden impact of influencers within a household on the purchasing process. It found that showing ads to multiple users in the same household – influencers and buyers – increased likelihood of conversion by 211 percent.
Digital advertisers have largely ignored the influence of household members outside of the individual buyer because it is hard to measure their impact on conversion. Using its extensive AI and machine learning technology, Rocket Fuel successfully measured these types of campaigns through cross-device identification, which works by associating different consumers with different devices in the household. While it found that serving ads to both the influencer and buyer provides the most lift and increased the likelihood of that household conversation, it saw that ad campaigns are still not optimizing their reach through the inclusion of influencers at all.
“Marketing becomes meaningful when data is used to enhance the customer experience and that is part of our commitment at Rocket Fuel,” said Randy Wootton, CEO of Rocket Fuel. “We strive to be transparent and provide real insights that empower brands, agencies, advertisers and marketers to utilize data in ways that improve results while still allowing for meaningful consumer interactions.”
Rocket Fuel looked at campaigns across a wide range of verticals -- automotive, travel & lodging, home & garden, finance, telecommunications. While each vertical analyzed saw an increase in conversion probability when multiple users within the same household grouping were shown ads, travel & lodging saw the biggest impact. Most verticals also saw improvement when only the influencer was reached, except for automotive, where there was limited impact -- positive or negative.
Key Vertical Findings
Travel & Lodging
- Targeting both buyer and influencer within a household increased probability of conversion by 1,993 percent.
- Targeting only the buyer proved 954 percent less effective in converting.
Home & Garden
- Targeting both buyer and influencer within a household increased probability of conversion by 1,593 percent.
- Targeting only the buyer proved 1,348 percent less effective in converting.
- Targeting both buyer and influencer within a household increased probability of conversion by 149 percent.
- Targeting only the buyer proved nearly 25 percent less effective in converting.
- Targeting both buyer and influencer within a household increased probability of conversion by 107 percent.
- Targeting only the buyer proved 37 percent less effective in converting.
- Targeting both buyer and influencer within a household increased probability of conversion by 100 percent.
The report analyzes 13 campaigns served by Rocket Fuel between Dec. 2015 and May 2016 and includes 300 million impressions. For more details on specific data and methodology, please download the full report at http://institute.rocketfuel.com/wp-content/uploads/2016/09/RFI-1.1-Family-Matters.pdf.
Early this week at the Digiday Publishing Summit, Rocket Fuel also presented the results of its 4th-annual State of the Industry Survey, in conjunction with Digiday. Through this study, the Rocket Fuel Institute took a broader look at the issues publishers are facing with data and audience monetization, the solutions and technologies they’re using, and how these trends and attitudes have changed over the past four years. The results showed publishers are currently struggling, with 1 in 4 currently falling short of achieving revenue goals and nearly half still struggling to drive value from their DMPs.
A sample of 208 publishers responded to this State of the Industry Survey, which was fielded by Digiday between July 25 and August 15, 2016. More information about the survey can be found at http://institute.rocketfuel.com/wp-content/uploads/2016/09/RFI-Industry-Report-SOTI-Publishers-2016.pdf.
About Rocket Fuel
Rocket Fuel applies artificial intelligence and big data to predict the potential of every moment and make marketing more meaningful and accountable. Headquartered in Redwood City, California, the company has more than 20 offices worldwide and trades on the NASDAQ Global Select Market under the ticker symbol “FUEL.” Rocket Fuel, the Rocket Fuel logo, Moment Scoring, Advertising That Learns and Marketing That Learns are trademarks or registered trademarks of Rocket Fuel Inc. in the United States and other countries.
About Rocket Fuel Institute
The RFI is a research group dedicated to offering marketers new perspective and new insights that will impact how they plan, execute, and measure their marketing efforts. We are eager to partner with other researchers and groups interested in delivering objective, data-driven research that helps agencies, advertisers, and marketers deliver results that matter.