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BizReport : Advertising archives : June 27, 2011

CRUNCH offers individualized targeting options

A new release from ChoiceStream may give online advertisers a bit more sway with consumers. Using behavior data, the CRUNCH platform targets to the individual level so that messages have higher engagement rates. The platform create customized segments to help brands better engage consumers, ensuring that click-thrus and conversion rates are optimized.

by Kristina Knight

"We're truly introducing something brand new to the advertising market," said Eric Bosco, ChoiceStream COO. "Unlike DSPs, we have our own proprietary data that is highly predictive of how consumers will respond to brand advertisements. We also provide detailed audience analysis - what types of people saw and responded to the campaign - at the end of each campaign as part of our service."

Early tests of the CRUNCH platform showed strong responses. One etailer received just over 3,000 new, high-lifetime value customers, another found that subsequent purchases increased by 35% and another test resulted in a 73% higher click-thru rate over prior baselines.

The platform:

Targets consumers on an individual basis
Negates the need to configure segments manually
Uses analytics to find additional audience members
CRUNCH is integrated with AlmondNet Data Division, AppNexus and eXelate
Offers real time bidding options

"We start with our existing proprietary pool of anonymous consumer data - media consumption, shopping transactions, and browsing behaviors from major retailer and entertainment sites that average millions of unique visitors a month. This data is highly predictive of future interests and actions," said Steve Johnson, ChoiceStream CEO. "Additionally, we knit together thousands of segments from various DMPs like AlmondNet and eXelate to get a more complete view of a consumer's preferences. Our observation of the comprehensive profiles allows us to pinpoint an audience with more accuracy and often, find undiscovered audiences in unexpected places, reducing the media costs while reaching prospects at scale."

Tags: ad performance, advertising, advertising analytics, ChoiceStream, CRUNCH, Steve Johnson

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