Facebook wanted to gauge the success of their recent marketing campaign for Messenger aimed at helping people say anything better.
With Atlas, the Messenger team was able to understand the performance of the mobile-only and in-app components of their campaign and how successful they were at reaching their target audience of people ages 18–49 off of Facebook (meaning ads that were served in other apps besides Facebook). Because if they weren’t reaching the right people, how could they help them say anything better?
Using people-based measurement, Atlas discovered that the Messenger campaign, which ran in two U.S. test markets in late 2014, served over 80MM impressions and reached 18.5MM people. More than two-thirds of the reached audience and 62% of impressions were delivered to people in the target audience. On average, online demographic targeting using cookies alone, instead of people-based measurement, is only 59% accurate1.
A key goal of the Messenger campaign was to increase usage of the app. To be successful, though, the intended audience must be the one who actually views the impressions – otherwise those impressions, and the ad dollars, are wasted. Atlas measured the on-target age delivery by publisher for each of the campaign’s components and found that not all publishers delivered positive results. In one example, a publisher achieved respectable on-target reach, but only 20% of the media was served to the intended audience. This means that while they did deliver impressions to the right audience, the publisher delivered multiple impressions to the off-target audience 80% of the time. These types of insights give marketers like Messenger the ability to make better allocation decisions at the publisher level in order reach the right person with the right message.
While Messenger used Atlas to help them understand the mobile components of their campaign and give them insights to guide future decisions, it’s also important to call out that Atlas partnered with Celtra, a creative, analytics and optimization platform for display advertising who helped to deliver an impactful campaign with weather-specific, location-based dynamic messaging. Atlas is committed to delivering real results to marketers like Messenger, and partnering with best-of-breed solutions like Celtra, allows us to do just that.
Running test campaigns and using people-based insights from Atlas to measure effectiveness is a smart way to plan for future campaigns, appropriately allocate ad spend and prove real results. Understanding more about the success of this test campaign will allow Messenger to make informed decisions about where to invest their media budget for future campaigns.
1Nielsen Online Campaign Ratings, May 2014