• by Laurie Sullivan  @lauriesullivan, August 19, 2011

Ads aren't as effective as they could be. It takes data -- lots of it -- and many different kinds. Integrating survey data to improve real-time ad targeting, Rocket Fuel on Monday will unveil an update to Brand Booster that integrates survey results in any digital channel across all campaigns. The tool -- built on the company's Real-Time Targeting Platform -- optimizes multichannel campaigns in real-time, tying metrics from display, video, mobile, and social advertising campaigns.

Brand Booster 2.0 aims to improve media buys based on awareness, preference and purchase intent, rather than proxy metrics like clicks that do not represent actual consumers going into a store to buy a product. The platform relies on brand data to make media-buying decisions in real-time.

George John, CEO of Rocket Fuel, said marketers typically don't have access to brand survey results until after campaigns run or through manual reports that don't easily integrate into media-planning tools as quickly as they should. It requires a quick response to make a difference.

The evolution of real-time ad serving and predictions based on the method creates new challenges for marketers. For Rocket Fuel clients, learning how to spend money wisely on campaigns means optimizing campaigns in real-time through answers to survey questions. The platform adjusts ads that serve up as questions are answered. A consumer products goods (CPG) company launching a new shampoo might need to know if consumers in Los Angeles would prefer a rose scent rather than carnation.

Companies such as AudienceScience, BlueKai and eXelate provide audience data, but not immediate answers to questions. Rocket Fuel's platform gives immediate feedback that marketers can incorporate into media buying decisions in milliseconds.

The platform incorporates two million data points, and supports more than 3,000 new data points across demographics, psychographics, past purchases, lifestyles, interests and more. It enables clients to get detailed insight into the audience profiles responding to their campaigns.