Aptimus Steps Up Behavioral, Demographic Targeting
Aptimus, Inc. today unveiled its enhanced behavioral, demographic testing and real-time Call Confirm phone verification capabilities. These enhancements allow Aptimus to better serve web advertisers by generating targeted, qualified leads.
Although search giants Google and MSN have already rolled out site demographic targeting technology, Aptimus’ abilities differ in that they can effectively target different audience segments such as Hispanic woman, ages 18-24, who visit a social site, and surf the Web at midnight. Lance Nelson, Vice President of Technology at Aptimus, tells ADOTAS that Aptimus corners the demographic targeting market because they understand that “…the holy grail is to find out who that individual is” behind web surfing in order to provide more detailed information for advertisers.
Aptimus’ new technology also allows advertisers to test different creatives by running different versions of the ad each targeted at a different demographic audience. Rob Wrubel, President of Aptimus, explains to ADOTAS that the new technology is a “powerful optimization and merchandizing engine” and “enables an advertiser to test multiple formats.”
Nelson also believes that Aptimus’ new Call Confirm technology harnesses cell phone ad capabilities because Aptimus “can verify interest and that becomes a very strong lead.” For advertising campaigns that incorporate Call Confirm, Aptimus calls consumers at the moment that they select a promotional offer to confirm the validity of the phone number the consumer has submitted and to verify consumer interest.
Wrubel sums up Aptimus’ enhancements as providing advertisers with a unique advantage because “…when [the] customer and advertiser meet, it is a high permission moment.”
Aptimus’ current clients include many of the top 500 direct marketers such as Procter & Gamble, Nokia, Dell, Gevalia, and Carnival Cruises.
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