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BizReport : Advertising : April 12, 2011


ADCENTRICITY launches behavioral targeting option

Basing advertising targets on past behaviors have proven to be lucrative for many brands. This behavioral targeting is the basis of a new solution from ADCENTRICITY called Consumer Sync. The new platform offers behavioral targeting for ad agencies and brands in the Digital Out Of Home (DOOH) space.

by Kristina Knight

adcentricity.pngHow can DOOH advertising be targeted? The platform works on a compilation of more than 10,000 profile variables. Those variables are matched to the campaign objectives and then the ads are targeted to consumers. Ads can be targeted in major categories such as Alcohol & Tobacco, Finance & Insurance, Food & Beverage, Health & OTC Drugs and Telecommunications among other options. Early results from the platform show a 40% increase in 'media effeciency'.

"Consumer Sync introduces an entirely new stratosphere of targeting capabilities for agencies to utilize and align with their client's campaign objectives and business goals," said Jeff Atley, co-founder and CMO of ADCENTRICITY. "Not only does it represent an entirely new level of planning rationale for agencies seeking to manage and evaluate DOOH, but allows them to effectively buy more relevant and efficient media."

The profile information is powered by Nielsen's PRIZM segmentation in the US and by Environics Analytics PRIZMC2 for Canadian markets.

Jan Kestle, president of Environics Analytics, in Toronto said, "With Consumer Sync, marketers will be able to define the potential audience for different kinds of messages, products and services using DOOH screens. And they will be able to execute DOOH-based marketing using PRIZMC2 custom segments and target groups--providing a consistent view of their customers across multiple media. This is an exciting new opportunity for target marketing campaigns."

Historically, DOOH advertising relied on generalized segmentation or demographic information. With Consumer Sync advertisers can instead rely on more detailed consumer information. For example, a telecom brand would rely on certain demographic information to target a campaign based in downtown Cleveland differently than a campaign based in downtown Atlanta.






Tags: ad targeting, ADCENTRICITY, advertising, DOOH ads, DOOH spend








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