Denny’s uses Rocket Fuel Audience Guarantee to maximize in-target reach and brand effectiveness across programmatic video buys
REDWOOD CITY, Calif., June 23, 2014 – Rocket Fuel (NASDAQ: FUEL), a leading provider of artificial intelligence (AI) advertising solutions for digital marketers, today launched Rocket Fuel Audience Guarantee, the first programmatic buying solution to provide optimal reach for advertisers across video and display channels against leading third-party measurement vendors, Nielsen Online Campaign Ratings (OCR) and comScore validated Campaign Essentials (vCE). Rocket Fuel Audience Guarantee expands upon Rocket Fuel’s suite of capabilities for brand marketers, helping digital marketers reach specific audiences and maximize brand impact across all digital touch points.
As viewing behavior continues to fragment across TV and digital, reaching the right audience at the moment of influence is more critical than ever before. For brand marketers, Rocket Fuel’s artificial intelligence engine now runs with continuous optimization inputs from Nielsen’s OCR and comScore‘s vCE, and selects impressions to ensure marketers reach a high composition of their desired audiences.
Rocket Fuel has already seen promising results helping leading brands such as Denny’s (http://rocketfuel.com/resources/case-study/performs-60-better) to maximize branding impact within their target audience at scale. In a recent campaign, Denny’s was looking to drive Brand Consideration within Males 25-54, where the current industry on-target average is just 41% according to comScore. (comScore vCE Q2 2014 Benchmarks)
"Scaling the Denny’s programs to key customer segments across channels has been a big focus. We're very impressed by Rocket Fuel’s results,” said Breta Rae Kennedy, associate media director for the Denny’s team at Optimedia San Francisco. “Rocket Fuel delivered on-target reach with consistent performance 60% better than market norms and was also able to deliver 33% lift in brand consideration."
Audience Guarantee is a core component of the Rocket Fuel Brand Advertising Suite, which
• enables programmatic access to high quality and viewable inventory across video, display and mobile exchanges
• offers in-target audience delivery at incredible scale
• increases brand lift through real-time optimization to consumer surveys, maximizing impact on key branding objectives such as Awareness, Favorability and Purchase Intent
• improves offline sales outcomes and media ROI by optimizing to in-store sales as measured by Nielsen Catalina Solutions
“Rocket Fuel’s Brand Advertising Suite serves brand marketers’ need to intensify branding impact on desired audiences. Until now, brand marketers have often had to resort to a ‘spray-and-pray’ method of video advertising that wastes more than half the budget,” said Simon Hayhurst, Senior Vice President of Product and Business Development at Rocket Fuel. “To drive meaningful impact for branding objectives, marketers need ads in the right place, at the right time, before their desired audience. With the addition of Audience Guarantee, total communications planning becomes easier for our customers since our platform not only outperforms on audience accuracy, but also optimizes brand lift for specific audiences.”
For more information, please visit http://www.rocketfuel.com/solutions/video.
About Rocket Fuel
Rocket Fuel delivers a leading programmatic media-buying platform at Big Data scale that harnesses the power of artificial intelligence (AI) to improve marketing ROI in digital media across web, mobile, video, and social channels. Rocket Fuel powers digital advertising and marketing programs globally for customers in North America, Europe, and Japan. Customers trust Rocket Fuel’s Advertising That Learns® platform to achieve brand and direct-response objectives in diverse industries from luxury cars to financial services to retail. Rocket Fuel currently operates in more than 20 offices worldwide and trades on the NASDAQ Global Select Market under the ticker symbol “FUEL.” For more information, please visit http://www.rocketfuel.com or call 1-888-717-8873.