ValueClick Media Launches Behavioral Targeting Solution
Tuesday, 25 April 2006
ValueClick, Inc., an integrated online marketing companies, has announced that its ValueClick Media division has unveiled the first component of its behavioral targeting product set, announcing the availability of User Retargeting across its extensive network of display advertising inventory.
Behavioral targeting represents part of a larger shift toward communicating with online consumers in a highly individualized manner. It utilizes data based on actual behavior and anticipated results which complements traditional planning methods based on selecting content sites that general demographic groups are likely to visit.
ValueClick Media’s User Retargeting allows advertisers to more effectively reach qualified consumers online based on their prior interest in the advertiser’s product or service. Users are first recognized, using non-invasive technology and without collecting personal information, as having visited an advertiser’s site and then “retargeted” with highly customized ads when they are recognized on any of the more than 13,500 sites within the ValueClick Media network.
“Our new behavioral targeting solutions provide advertisers with increased campaign performance and incredible scale that can only be achieved on a network the size of ValueClick Media,” said John Ellis, vice president of product management. “We are encouraged by the early results of our User Retargeting campaigns and plan to introduce a suite of behavioral targeting capabilities to further assist advertisers in reaching online consumers.”
Initial ValueClick Media client feedback indicates user retargeted campaigns result in significantly higher performance as compared to run of network campaigns. For example, preliminary campaigns have resulted in up to a 26 percent improvement in the average cost per-visitor, a 59 percent improvement in the average cost-per-sale, and an overall conversion rate increase of 1,800 percent. In addition, these user retargeted campaigns generated a 223 percent increase in the average order value.
These results are supported by Forrester Research’s survey of marketers using behavioral targeting who cited the top three benefits as “generate more click-throughs, increase conversions, and improve ROI.”
Publishers on the ValueClick Media network also benefit from user retargeted campaigns by earning higher effective CPM rates because of the program’s ability to command significantly higher rates than run-of-network CPM and CPC campaigns.
The extensive reach of the ValueClick Media network gives its behavioral targeting offerings a distinct advantage over other behavioral targeting solutions. ValueClick Media reaches over 68 percent of U.S. Internet users each month, according to comScore Media Metrix. This offers advertisers one of the largest groups of available consumers to retarget to, increasing the scale of advertisers’ results.