H&L selects 3 types of targeting segments from different third-party data providers to test performance: Comscore Predictive Audiences, Competitor AI Contextual Segments and 3rd Party QSR Audiences.
H&L runs a competitive evaluation testing the three data targets, holding all other parameters constant.
H&L measures campaign performance of each targeting tactic based on the following KPI's: Click-through-rate and Cost-per-click.
Leading QSR brand achieved the same performance at a lower cost using Comscore Predictive Audiences vs traditional ID-based audiences.
Comscore Predictive Audiences drive similar performance as behavioral audience.
Comscore is significantly more cost efficient in driving engagement.
In addition, Comscore Predictive Audiences significantly outperformed other leading AI contextual segments
Comscore Predictive Audiences far exceed performance of other AI contextual segments.
Comscore Predictive Audiences drive significant cost savings.