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Category: Behavioral Marketing Revenue Increases 80% For Advertising.Com Growth reflects continued success for advertisers such as Volkswagen "We've been using behavior-based marketing techniques since we opened for business, and we've long recognized its power to optimize conversion rates," says Scott Ferber, CEO of Advertising.com. "Although a demographic profile can be a good targeting tool, reaching consumers with an expressed interest in your brand or product is clearly going to give you a better return on investment."
Advertisers' continued investment in Advertising.com's behavioral solutions can be directly attributed to the increases in performance generated by such targeting. A recent campaign for Volkswagen of America, a joint effort of Advertising.com and Media Contacts, the global interactive network of Media Planning Group, was designed to drive sales of the Volkswagen Jetta A4 model using both demographic and behavioral techniques.
The VW campaign incorporated both demographic and behavioral targeting. When compared to demographic targeting, behavioral targeting resulted in a 32% increase in conversion rates for those consumers who visited the site and configured a car and a 27% increase in conversion rates for consumers requesting information from a local dealer. "Advertising.com's behavioral marketing solution gives us an excellent tool to reach in-market consumers in real-time," says Erika Nardini, VP/Group Account Director for Media Contacts. "The performance increases delivered by such precise targeting can make a real difference in ultimate automobile sales."
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