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BizReport : Advertising archives : April 19, 2012

Platform creates customer profiles using Myers Briggs types

Have you heard of Myers Briggs personality testing? An online platform is using the Myers Briggs personality types to help advertisers offer more relevant targeting. From V12 Group the PYCO profiling unit bases their audience segments on the personality traits identified by Myers Briggs.

by Kristina Knight

V12 Group maps offline demographic, purchase and lifestyle data to privacy-compliant data segments. They use nine audience categories with more than 300 segments to help target online campaigns. A new partnership between V12 Group and eXelate could help advertisers launch campaigns across different media channels.

"This partnership with V12 Group and their proprietary PYCO predictive personality methodology is yet another step toward helping advertisers make the best possible marketing decisions to improve campaign performance through the use of online data," said Damian Garbaccio, CRO of eXelate.

"We help marketers drive digital results through audience targeting, and increase campaign response rates by 20-30%," said Kelly Leger, VP of Digital Service, V12 Group. "Our partnership with eXelate will enable our clients to access additional V12 Group audience segments, across any media distribution channel, to further improve the performance of their online advertising campaigns."

Through the partnership advertisers can access V12 Group's PYCO program and then use eXelate's more than 1,000 privacy-compliant audience segments to create highly relevant messaging. The ads can then be distributed across ad networks, exchanges, video platforms and other online options.

In one early example, an advertiser using PYCO found that positioning their products according to 'back to nature' rather than 'action-adventure' position increased campaign performance by a minimum of 18%.

Tags: advertising categories, advertising segments, eXelate, Myers Briggs, online advertising, target profile, V12 Group

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