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Aptimus Enhances “Point-of-Action” Network with New Channels

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Apr 10, 2006 

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Sarah Novotny  |

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Aptimus Enhances “Point-of-Action” Network with New Channels

Aptimus announced today the launch of ten targeted channels to further expand and enhance its “point-of-action” online advertising network. On the heels of the release of Aptimus’ recent enhanced behavioral and demographic targeting technology, each channel consists of category-leading websites that are grouped by content to help advertisers reach highly engaged online consumers with the various Aptimus point-of-action ad placements.

Within each of the ten channels, advertisers will have access to demographic targeting that enables them to target by zip code, age, gender, income, or country. The ten Aptimus channels include: Active Downloaders, African-American, Communication, Early Adopters, Home/New Movers, Local Markets, Photo, Promotional, Self-improvement, and Social Networking.

Michael Mayor, Vice President of Business Development for Aptimus, tells ADOTAS, “Our placement really is in transactional areas of these sites. It is a truly point of action network [because] we can align an advertiser’s offer with the most engaged users on category leading sites that they trust.” Mayor also explained that the 10 channels are “tying together the light content publishers within the network that have all these different locations.”

These developments are based on Aptimus’ testing, which has found that users are most engaged anywhere a submit button lives on a page (ie. registration page, the end of a download, etc.). Mayor explains the benefits of Aptimus’ technology for advertisers because “they really can see who our audience make up is and target creative towards different groups to be more successful,” and for publishers, he says, “we are going to have more relevant and highly targeted ads going through their websites. [The] end result is going to be a high quality lead which generates a high payout to the publisher.”

Tags: ad_networks and aptimus

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