• by Jack Loechner , Staff Writer @mp_research, May 18, 2004

Behavioral Targeting Bolsters Brands

Online research conducted by Dynamic Logic with Snapple, for The Internet For Women, iVillage and TACODA Systems, showed that targeting female consumers based on their previous site usage patterns, or behavior, has a greater impact on brand metrics than simply reaching them in specific content areas.

Using TACODA's "behavioral targeting" Audience Management System the Snapple message was enabled to reach diet and fitness conscious individuals outside of typical diet content areas, such as parenting or relationships, by targeting visitors who had previously visited diet and fitness areas.

Peter Gardiner, Partner & Chief Media Officer at Deutsch Inc., said "The iVillage partnership has allowed us to reach active women online not only on content relevant platforms but also based on their lifestyle interests."

Douglas W. McCormick, Chairman & Chief Executive Officer, iVillage Inc. noted that this study proves advertising studies can be more impactful using this technology.

With an audience profile of visitors who had previously visited the Diet & Fitness channel within a 45-day period, iVillage was able to measure the branding impact of those exposed within the Diet & Fitness channel compared to those behaviorally targeted elsewhere on the site. The results indicated that visitors who were behaviorally targeted outside of the core Diet & Fitness channel had significantly higher brand impact scores compared to those exposed within the channel for Diet & Fitness:

Aided Brand Awareness 76% vs. 66%

Online Ad Awareness 51% vs. 33%

Brand Favorability 36% vs. 21%

Purchase Intent 37% vs. 29%

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