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eXelate's Optimization Lab Uncovers Interesting Behaviors
Posted February 24, 2009
As Seen In: BizReport
Think you have behavioral targeting all figured out? Think again. New behaviors and trends are being found as researchers track how consumers are engaging with ads throughout eXelate's Optimization Lab.
The lab was launched in Beta last summer. Among the findings: women are most likely to click through on suggestive ads (46% greater click through than men). Another interesting find? That women 35+ showed 700% greater conversion rates than teens when shown an ad for a teen-based movie after 11 PM.
These trends, and others, found by the Lab could help marketers on that next campaign.
"This goes well beyond the standard level of behavioral targeting data that we provide - that is, the classic notion of targeting an auto campaign to qualified auto buyers -- and into the realm of Behavioral Optimization, where the result is as important as the desired audience, but may not sync with expectations," said eXelate Chief Revenue Officer Mark Zagorski. "By running campaigns across the breadth of our 90M UV strong eXelate Targeting eXchange, we're able to identify the most effective market segments, thereby improving campaign performance for the ad networks working with eXelate."
As the economy around the world continues to soften, marketers are under more and more pressure to create better performing campaigns.