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Poised to become $1.5 billion a year market according to eMarketer, behavioral targeting - used by Snapple in a test - found an unexpected affinity group for Snapple’s new premium line of “Good for You” green teas, which the company assumed would target fitness nuts (via AdAge and MarketingVox).
To test that theory, MEC Interaction worked with Tacoda to create a six-week behavioral-targeting campaign in late third quarter and early fourth quarter to identify the behavior of the type of person most likely to visit the website.
Surprisingly, the people who responded best to the campaign weren’t sports fiends at all, but those interested in arts and literature. People who traveled also responded well - especially those who traveled internationally.
Though priced 20-30 percent more than regular online ads and limited in supply, targeting customers by behavior rather than demographic is actually a lot closer to the way marketers buy TV, said Dave Morgan, chairman of Tacoda.
Potential new opportunities for advertisers, should the merger between XM and Sirius Satellite Radio clear FCC hurdles, are murky, but could include a third party service to measure listenership, according to Dennis McGuire, vp and regional broadcast director at Carat.
If…
The New York Times will deliver headlines to business and technology members of LinkedIn via a deal between the two that was announced yesterday (Monday).
LinkedIn users will receive targeted articles related to their areas of interest, according to CNET. Headlines…
A campaign promoting Islam and set to run on New York subway trains is causing a stir in the city.
Rep. Peter King, a New York Republican, is urging the Metropolitan Transit Authority to reject the ads, according to CNN. The…
Viewers who watch full-length shows say they’re more likely to watch those shows on television, according to a new study commissioned by CBS and conducted by Magid Media Labs.
Magid polled 50,000 viewers who have watched full eps of CBS…
Procter & Gamble’s new Swiffer campaign offers a money-back guarantee, the first time the brand has undertaken such a proposition.
The campaign includes three :30 spots on TV, plus a larger online media buy. Ads compare the Swiffer favorably to…
The tourism industry risks being hit with significant declines in leisure travel volume and spending, according to the findings of Destination Analysts’ bi-annual “The State of the American Traveler” survey (pdf) - MarketingCharts reports.
The top impediments to travel remain high…
