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Whitepages.com Introduces In-Market Targeting

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Apr 17, 2006 

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Sarah Novotny  |

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Whitepages.com Introduces In-Market Targeting

Whitepages.com, the leading provider of online directory assistance services, today introduced an In-Market Targeting tool to advertisers looking for a different way to reach consumers with an active interest in a specific local business category.

WhitePages.com’s In-Market Targeting aims to tweak the standard behavioral targeting model by enabling advertisers to target high-impact display ads to consumers who are actively searching WhitePages.com’s business listings in a particular category. Targetable audience segments range from broad interest-based categories like travel, to more narrowly defined segments such as auto dealerships.

Ads will be served during the consumer’s initial search and over a specific period of time during subsequent visits, depending on the category or segment. When paired with geo-targeting parameters, national marketers can further refine their local efforts by targeting specials or promotions unique to the location of the consumer’s computer.

The proprietary technology supporting In-Market Targeting is provided by behavioral targeting leader Revenue Science and positions WhitePages.com as the first business listings site to enable this type of targeting technology.

“WhitePages.com’s high reach to active online consumers creates a perfect opportunity for this type of behavioral targeting,” said Nick Johnson, chief revenue officer for Revenue Science. “The addition of geo-targeted keywords like city, state or ZIP code gives national advertisers a unique value-add not found with other search engines or portals.”

Analysis by independent research firm Knowledge Networks/Statistical Research Inc (KN/SRI) suggests that 86 percent of consumers who search business listings ultimately make, or are more likely to make a purchase.

Tags: behavioral_targeting, local_targeting, Revenue_Science and whitepages.com

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