Q Interactive Launches Predictive Ad Network
ADOTAS – Digital marketing shop Q Interactive has launched a predictive behavioral ad network. In what it describes as a display advertising network solution, Q Interactive said the service uses a combination of offline data and online self-reported geo-demographic, behavioral and transaction-based data to proactively predict which consumers are most likely to respond to an advertiser’s banner and rich media ads.
It’s powered by Q Interactive’s proprietary targeting engine, the TrueConversion Engine.
“Most behavioral targeting in the marketplace is really just contextual re-targeting — delivering a female-oriented ad to consumers who have visited a women’s lifestyle site, for instance,” said Matt Wise, president and chief executive officer of Q Interactive. “This approach is not much more advanced than an ad exec in the 1950s placing a detergent or diapers ad in Family Circle. What differentiates Q Interactive’s behavioral targeting is that it’s proactive rather than reactive; we use a wealth of online and offline data to proactively predict the consumers most likely to respond to a given ad.”
The company’s transaction-based behavioral data is also garnered from consumers’ actual responses to advertiser offers across multiple touch points — Q Interactive’s three network service lines, registration path-lead generation, email and now display. And Q Interactive’s geo-demographic data is self-reported, which is more accurate in predicting response than the inferred data used by other networks, which, for example, may assume a consumer is a man because he or she has visited a sports-oriented site.
“We’ve been pleased with Q Interactive’s ability to drive high click rates for the Strawberry Shortcake online campaign,” said Heather Fuller, senior media planner at Torque FKM, an interactive agency retained by American Greetings Properties to help promote the iconic Strawberry Shortcake brand online. “We feel Q is a good fit to reach the program’s target audience of moms with young kids and we look forward to future programs with them.”
Specializing in lead generation, e-mail and display solutions, Q Interactive provides digital marketing services that help advertisers reach their target consumers and publishers better monetize their online audience.
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