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Snapple Uses Behavioral Targeting For Premium Green Teas

  • Ad Age, Tuesday, January 23, 2007 1:15 PM
Just as publishers are relying more heavily on behavioral targeting to drive online ad sales, marketers like Snapple are using the analytics-rich modeling to figure out what types of people are drawn to their products. Behavioral targeting defines customers by behavior rather than by demographic.

Snapple and its agency assumed that the type of people that would be most interested in its "Good for You" premium green teas, which launched over the summer with metabolism-boosting, antioxidant-rich EGCG, would be health-conscious fitness nuts. People who made wellness a priority.

Surprisingly, the people who responded best to the six-week behavioral-targeting campaign weren't sports fiends, but those interested in arts and literature. People who traveled also responded well to the ads, especially people who traveled internationally.

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