THE SECOND COMING OF AN ONLINE ADVERTISING TOP GUN
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The online campaign for the drink that is marketed to calorie-conscious consumers was conducted on the women's Web site, iVillage.com.
High brand awareness
The marketer said the six-week effort delivered brand awareness of 76%; brand favorability of 36%; and purchase intent of 37%, according to survey results from research marketing firm Dynamic Logic. The average brand awareness generated by online ad campaigns is usually in the single digits for four exposures. Viewers saw no more than four impressions.
The promotion used a technology called behavioral targeting, which is a form of database marketing that turns a Web site into an enclosed marketing system that recognizes and directly interacts with specific individuals. It interacts with them based on its centrally stored information about their previous activities on the site.
The behavioral targeting system used by iVillage was developed by Tacoda Systems of New York. A competing company, Revenue Science of Bellevue, Wash., offers similar targeting software for Web publishers.
'Following' the viewer
One benefit of such a system is the ability to intersect with specific individuals anywhere within the Web site -- not just in one specifc interest area. Snapple, for instance, wanted to reach women concerned about health, fitness and dieting. First it identified a target audience of people who visited the diet and fitness area of iVillage three times in the previous 45 days.
Then, following the viewer, it served up ads to those women while they browsed in that area of the site. And it served up other ads wherever those same targeted women browsed through other areas of iVillage. So a woman in the target group who logged onto the health channel to read up on allergies, or popped into the horoscope channel to check her prospects might see a Snapple-a-Day ad, too. The brand-awareness results from Dynamic Logic are those from the areas other than diet and fitness.
The idea is wherever the target goes on the site, she's still interested in diet and fitness information. "The results are good because it's something the target audience cares about," said Dave Morgan, CEO of Tacoda. "It's audience-centric advertising, not page-centric."
Results were also solid in the diet and fitness section: 66% brand awareness, 21% brand favorability, and 29% purchase intent, the marketer said.
Out of the diet and fitness area the advertiser "is not competing against other similar ads, and the ads stand out because the woman is already interested in diet and fitness," said Peter Naylor, senior vice president for sales at iVillage.
Strategy worked for product
Behavioral targeting worked especially well for this product, said Peter Gardiner, chief media officer at Interpublic Group of Cos.' agency Deutsch. "The big trick with this product was changing [the audience's perception] of Snapple-a-Day from an on-the-go, quirky product to something that has real health benefits for women and that has to be more of a planned purchase," he said.
Plus, Mr. Gardiner added, "We didn't have a lot of money, so we had to target the group."
The ads, which ran the gamut of branding display types including banners, skyscrapers, leader boards and more, were priced between the premium channel pricing and run-of-network pricing. The charges were between $10 and $15 cost per thousand, Mr. Naylor said.
The campaign ran from the end of January through March.
Behavioral targeting technology also typically uses personally identifiable information collected from site visitor registrations. But iVillage doesn't use member data in the service of advertising, Mr. Naylor said.
Although behavioral targeting is employed across the Web, Snapple is the first general advertiser to release results that prove its efficacy.