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BizReport : Viral Marketing : October 01, 2010

Netmining ads audience targeting to video ads

Online video may be hot, but it is also one advertising segment which is hard to handle. Consumers in the video space are open to ads with content, but the campaigns perform better when related to the content or targeted to specific consumer interests. Recently Netmining extended their audience targeting abilities to include video advertising.

by Kristina Knight

"The demand we are seeing for video revolves around data and how it can be leveraged across different video formats," said Dean Vegliante, General Manager of Netmining. "Sophisticated marketers are also...[tailoring] creative messaging around specific audiences as well as understanding the positive impacts of leveraging data."

Netmining's targeting abilities include geographic, demographic, custom audience and smart remarketing and all campaigns can use LiveMarketers, an audience scoring and optimization technology which helps brands better connect through available data. The key to Netmining's information is the ability to serve information in real-time.

"Any time you can get your hands on real time and current data on behalf of a marketer, it just provides more tangible value. Customer insights enable our clients to capture key takeaways on their audiences and make decisions on how to allocate their marketing efforts," said Vegliante.

Purchase intent is one of those categories which is crucial for brands to understand, manage and leverage. But, rather than simply knowing what type of information a consumer is interacting with, Netmining can detail that information into length of visit, pages interacted with and such.

"Purchase intent is a valuable data point to leverage across all media, especially within the retail environment or for marketers who have very specific performance metrics that can be tied to the marketing effort," said Vegliante. "For example, we understand what sites someone visits, how often they visit, how long they linger on particular product pages, so really its recency/frequency and time spend on pages."

By understanding not just where consumers are going but what they are doing there, marketers can serve more targeted ads when that consumer is ready to switch from browsing to sales conversion.

Tags: audience data, Netmining, online video, targeted ads, video advertising, video targeting

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