Audience Gap Analysis – Audiences driven by ads are mostly unique to each channel, providing incremental reach of audience

BASIC CHANNEL GROUPING PATH TOTAL CONVERSIONS
1. Standard Display 59,663 58.21%
2. Search 6,479 6.32%
3. Rich Media Rich Media 5070 4.95%
4. Standard Display x 2 4,189 3.09%
5. Rich Media x 2 Rich Media 3,166 1.68%
6. Rich Media x 3 Rich Media 1,725 1.50%
7. Rich Media 1,537 1.33%
8. Standard Display x 3 3,166 1.22%
9. Rich Media x 4 Rich Media 1,246 0.80%
10. Rich Media x 5 Rich Media 825 0.79%
11. Search x 2 806 0.72%
12. Search x 2 806 0.72%
13. Rich Media x 2 705 0.59%
14. Rich Media x 6 Rich Media 602 0.49%
15. Rich Media x 7 Rich Media 499 0.39%
16. Rich Media x 8 Rich Media 398 0.38%
17. Rich Media x 3 389 0.36%
18. Rich Media Rich Media x 2 374 0.36%
19. Standard Display x 2 368 0.36%
20. Standard Display Standard Display 332 0.32%
DAY & TIME: Views peak at noon and late evening; highest view rate happened on weekends

 

NOTE: ENDORSER 1 AND ENDORSER 4 SHOWING THE SAME PEAK AND DIP SHOWS THE VIEWING PATTERN OF THE TARGET AUDIENCE.
HOWEVER, COMPARING BOTH VIDEOS, ENDORSER 1 IS MORE CONVERTING FROM IMPRESSIONS SERVED.

VIEW RATE TREND: Endorser’s VR was consistenly above benchmark

 

Views trend shoes that target audience begin engaging to BRAND X’s ads early in the morning (7am) and peak during after lunch and dinner hours. Views begin to decline from 11pm.

NOTE: VIEW RATE FOR TIME OF DAY DATA IS BASED ON 3-SEC VIEW SINCE DATA FOR 10-SEC VIEW WEREN’T AVAILABLE ON
FACEBOOK’S DASHBOARD YET.

TV SYNC (TIME OF DAY): 5-7am were the busiest hours on TV for both the competitors and car brands