Internet Advertising : targeting

Eloqua Adds Data-Driven Targeting to Lead Collection Tools

'Net Features : wm-advertising — Tue, 20 Nov 2012 16:15:00 GMT

In an effort to add robust, data-driven targeting and testing capabilities to its lead data collection tools, marketing automation software company Eloqua has teamed up with the dynamic targeting and testing platform Get Smart Content . Get Smart Content’s...(read more)

Get Personal with Adobe

'Net Features : wm-advertising — Wed, 08 Aug 2012 11:50:00 GMT

Personalization is an important aspect of marketing – not only does it attract consumers' attention, but it also leaves a lasting impression. This is why the new Test and Target Adobe Audience Manager integration is a great tool for marketers...(read more)

Target Tricky Audiences with ChoiceStream CRUNCH

Michael Garrity — Tue, 28 Feb 2012 21:55:00 GMT

Audience targeting has become a major part of the online marketing landscape, but one persistent problem is the outliers -- those Internet audiences that are difficult to classify and thus hard to reach.

That's why ChoiceStream recently banded together with advertising agency Hill Holliday to develop CRUNCH Active Audience, a new solution aimed at targeting those hard-to-qualify audiences based on their shared attitudes, psychographic profiles or special affinities for certain brands or products. CRUNCH Active Audience works by using a clean, in-banner poll to ask customers to share information about themselves, such as specific traits or attitudes, indicating their personal affinity for a brand's product or message.

CRUNCH then takes the responses and uses ChoiceStream's network of consumer data to create a Super Profile of the brand's ideal consumer prospect. The solution can even provide clients with the data necessary to custom-assemble a scalable audience based on behavior and performance matching.

This is currently the only audience-targeting solution to take advantage of ChoiceStream's proprietary network of individuals, though it also utilizes third-party data and real-time ad response technology to predict where, when and, of course, who will respond to a specific brand's advertising. So far, Hill Holliday's clients have seen as much as twice the consumer engagement with their campaigns when CRUNCH has been leveraged.

Improve Your Ad's Relevancy with Spectrum for Mobile

Michael Garrity — Wed, 15 Feb 2012 10:28:00 GMT

Marketers looking to improve the targeting capabilities of their mobile advertising campaigns, look no further! Twelvefold Media (the company-formerly-known-as-BuzzLogic) wants to help you do just that with its new Spectrum for Mobile product.

Spectrum for Mobile differentiates itself from other mobile ad solutions by finding a precise, targeted audience seeking very specific content, as opposed to more traditional mobile ad solutions that target audiences based on broad categories like "lifestyle" or "finance." The platform is able to do this because it ranks relevant content down to the page level, meaning each individual page of content is ranked.

Twelvefold created Spectrum for Mobile, based on its pre-existing Spectrum advertising technology platform, in an effort to expand and take advantage of the quickly growing and increasingly popular mobile Web, and the company believes that its highly targeted ads will be persuasive to users and improve engagement numbers for advertisers.

The product's ads work across Android and iOS systems, are formatted by device and will be matched to the most relevant content available to reach targeted consumers, in addition to being served in a variety of formats based on the mobile browser being used.

Nearly 1 in 3 Consumers Surveyed Like Targeted Ads

Linc Wonham — Thu, 16 Dec 2010 20:33:00 GMT

With the Federal Trade Commission recommending stronger regulations for online advertising, the future of behavioral Web marketing practices is somewhat uncertain right now. The FTC argues that consumers overwhelmingly consider these targeted ads intrusive, but a recent survey from Burst Media suggests that the issue is not so one-sided.

The study found that 27 percent of respondents said they like to receive ads that are targeted to their interests, and when separated by gender, 33 percent of the men would freely offer personal information to receive more relevant ads online.

That number was about equal to the 34 percent of men and women who said they dislike targeted ads, and slightly less than the 38 percent who reported that they were usually uninterested in the products offered through targeted advertising. A little more than half of the respondents, 54 percent, said that they find targeted ads to be “annoying and distracting.”

Broken down into age groups, 35 percent of 18- to 34-year-olds said they don’t mind targeted ads, and 25 percent of 35- to 54-year-olds said they like them.