The largest property on the web uses Factor TG to profile their audience and create segments to support advertising sales.
Inability to provide detailed demographics to advertisers
The Internet's largest online network wanted to classify their online visitors in order to better cater to the specific segments. They knew that they would be able to charge a higher CPM by providing greater detail about their niche audiences, while simultaneously delivering more relevant messages to the specific affinity groups in each segment. Also, they needed to ensure that they were focusing their development resources to deliver the content that the audience wants.
Fast, comprehensive, accurate audience segmentation
Factor TG assisted in the development of an Audience Profiling survey designed to answer key questions about audience demographics, with the end goal of aligning each user into a specific audience segment. Then, Factor TG delivered 1.1 million targetd invitations, using the existing ad network, to gather 34,000 completed surveys -- in just 10 days. Factor TG augmented the campaign by registering a sweepstakes and fulfilling the prize on behalf of our client.
Higher advertising rates, increased revenue
User profile data was suddenly available to the marketing team on a 24/7 basis through Factor TG's online reporting tools. Managers could create reports in a few seconds to understand ever-changing user demographics and needs. Sales people could produce detailed audience profiles to provide advertisers with the information they needed to make the media buy. The client identified the key demographic segments, and increased CPM revenue and targeting capabilities. They made key adjustments to their sales strategy and are able to provide advertisers with validated data to support the spend. And, they are now investing development resources not in what they think their visitors want, but in what they know their visitors want.
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