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BizReport : Advertising : March 08, 2011


Bizo release targets business consumer segments

A new release in the online ad space should give advertisers and brands more information about traffic and leads. From Bizo, the Audience Marketing Platform segments website visitors/traffic so that brands not only know traffic numbers but anonymized data about those visitors.

by Kristina Knight

bizo.jpgThe system segments visitors according to functional area, company size, seniority level, industry and other information. Ads are then shown only to the segments that the advertisers identifies. Brands can also create different ads for different segments - for instance, an ad targeting the IT benefits of a product for an IT team member or an ad focusing on usability for members of a sales team.

"We help marketers understand who their target market is by focusing on the conversion funnel - at the top of the funnel we look at how consumers engage and at the lower end of the funnel we're looking at driving leads," said Chris Mann, Director of Product Management with Bizo.

"The reality is that there is so much waste in the system; what we're doing is allowing the marketer to be more effective in reaching, educating and influencing the customer," said David Karel, Vice President of Marketing with Bizo. "We do what Google can't do. Good is good at telling [you] what is happening, but Bizo can tell who is clicking as well as who is converting."

Campaigns can be launched quickly. Once the analytics are delivered changes to campaigns can be made within a few hours. For larger changes or changes in creative, the delay in launch could be a few hours or a few days depending on how quickly the new creative can be developed by the client.

Bizo's database maintains anonymized data on more than 80% of the US business population and then segments that data based on non-personally identifiable information.






Tags: ad targeting, audience management, audience targeting, Bizo, business advertising, targeted ads








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