Classified Advertiser Taps Omniture Analytics, 24/7 Real Media

Hoping to increase the value of its ad inventory, marketing services company Dominion Enterprises has enlisted the joint services of Web analytics firm Omniture and online ad server and ad network 24/7 Real Media.

As a provider of classified advertising, Dominion's consumer-facing brands include For Rent, The Employment Guide, Homes.com, and Roomsaver.com, as well as specialty vehicle titles including Boat Trader, Cycle Trader and RV Trader.

Employing 24/7's Open AdStream platform, which is targeted to customize visitor segments created by Omniture's SiteCatalyst product, Dominion is quite simply hoping to serve more relevant ads to readers.

"By understanding which ads are more relevant to particular visitor segments, we have an additional way to drive conversions for our advertisers," said Kevin Rogers, Web analyst at Dominion Enterprises.

Custom segments of readers are being built based on data like time spent on the site and number of return visits, which is being shared between SiteCatalyst and Open AdStream.

The deal builds on the strategic partnership announced in January between 24/7 Real Media parent WPP and Omniture.

"Prior to this integration, publishers have not been able to optimize ad delivery based on valuable information about the ways visitors interact with content," said John Mellor, EVP of business development and corporate strategy at Omniture.

Last month, Adobe Systems said it would buy Omniture for about $1.8 billion -- a deal that, at least for the time being, has not affected its relationship with WPP's 24/7.

To better understand how defined visitor segments interact with particular ads, Dominion is measuring ad metrics such as impressions, click-throughs, cost per click, cost per action and ad revenue as well as analytics metrics provided by Omniture SiteCatalyst and Open AdStream.

In addition, individual publishers can view segment, creative and other performance-based campaign metrics in the Open AdStream interface, and export that data to SiteCatalyst where campaign metrics are correlated with site-wide visitation metrics.

Dominion Enterprises was founded in late 2006 by Landmark Communications, following a division of assets of its predecessor company, Trader Publishing, between shared owners Landmark and Cox Communications.

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