NEW YORK, June 29, 2017 /PRNewswire/ -- Outbrain, the
world's leading premium Discovery platform, is partnering with
Dataveyes, an award-winning French start-up specializing in
human-data interactions, to reveal the interests of Internet users.
This interactive data visualization application displays affinity
data from both desktop and mobile audiences across a defined set of
vertical sectors. The information is based on the richness of the
Discovery platform's data collected across 15 countries during
2016.
Insights are organized into 11 main categories—Auto, Travel,
Business & Finance, News, Entertainment, Health, Home &
Lifestyle, Sports, Electronics & Tech, Travel and
Food—which are then further broken down into 88 subcategories.
Each category corresponds to an affinity index, which measures the
relationship between the theme of an Outbrain recommendation and
the theme accessed by the user on the page of a media site.
Keith Pepper, Country Manager,
North America at Outbrain,
commented: "With Dataveyes, we wanted to offer advertisers
insight into the 'Discovery moments' of their target audiences
through a visualization that makes accessible and digestible some
of the vast unique data we hold."
"Our ambition is to invent new visual languages to translate
data into information, and ultimately to serve a better
understanding of our everyday world," noted Caroline Goulard, co-founder of Dataveyes.
"This is what the unique dataset from Outbrain allowed us to do:
to tell a new story about the interests of internet users.
"
What the data tells us
With 250 billion recommendations served each month to more than
one billion users worldwide, Outbrain has a unique dataset capable
of revealing the true interests of Internet users and to reveal
"Discovery Moments"* from across its proprietary network.
Take the Auto sector, for example. In 2016, Outbrain
delivered 47 billion related recommendations to US internet users.
In January 2016, when the weather
turned chilly and roads became icy, people reading about
Motorsports and Accidents were the most likely to
also select Auto-related stories—a full 3.1 billion of them.
That makes a lot of sense as there is a clear, logical link between
those topics.
In August, however, those who were reading about Software
and Boating were the most likely to also read Auto
stories (3.7 billion). That connection may seem less obvious but is
equally strong.
By understanding how different audiences respond during various
times of the year, automotive advertisers will be able tailor their
content development strategies accordingly.
Here are some examples of other connections that are strong
although less obvious:
- People reading about Small Business and Hardware
were the most likely to click on Discovery campaigns about
Health (October 2016).
- Those reading about Auto and Banking were the
most likely to also click on Discovery campaigns about
Entertainment (February
2016).
- Those reading about Boating and Natural Disasters
were the most likely to also click on Discovery campaigns about
Electronics and Tech (August
2016).
- Those reading about Auto and Crime were the most
likely to also click on Discovery campaigns about Sports
(January 2016).
For more insights, please go to Affinity Index by
Outbrain.
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visit:http://www.prnewswire.com/news-releases/outbrain-partners-with-dataveyes-to-reveal-affinity-index-300481472.html
SOURCE Outbrain