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BizReport : Advertising : May 01, 2008
24/7 Real Media, Mindset Media target for personality
A new targeting technology is coming on strong for online marketers and could result in better consumer engagement. Called psychographic targeting, the method is said to appeal to users' personalities. Marketers can buy and place ads targeted to specific personality traits like creativity, assertiveness and self-esteem.
24/7 Real Media and Mindset Media have partnered on the technology. Their platform, called Mindset Buys, gives brand marketers the ability to pick and choose personality traits and then target ads accordingly. According to a company press release, marketers can now target a mass audience according to their state of mind. Consumers' state of mind has long been thought to influence what and when consumers purchase products.
“Every brand in the modern market has a psychographic target, and the more competitive the category, the more that target matters on the bottom line,” said Jim Meyer, CEO and co-founder of Mindset Media.
Marketers can choose one of 20 different personality elements and then target their ads to appeal to millions of consumers who have that personality trait. The targeting is anonymous, so personal information of users is not passed from 24/7 Real Media or Mindset Media to marketers.
According to company information, more than 150 million users log on to 24/7 Real Media's online network of 1500 websites each month.
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