Media6Degrees Announces Commercial Launch
ADOTAS – Media6Degrees has announced a full commercial launch today, based on beta tests with more than two dozen brands. Media6° bills itself as an ad company that maps the social graph of the U.S. and uses the data to provide brand marketers with scalable, customized audiences.
In roughly two years of research and testing, Media6° found that a consumer who was connected to any firm’s existing customer (a “network neighbor”) responded to advertising from the firm at rates 2X – 30X higher than consumers targeted using traditional demo or geotargeting techniques, the company reports. Linked consumers share high degrees of homophily (the tendency of like-minded people to be attracted to each other) and evidence similar psychographics and engage in group purchase behavior, Media6° says. (The company does not use consumer or publisher data to map the graph or deliver its targeting solution).
Media6° shared some of the results from a beta test with a top athletic brand that measured Media6° against several other networks, search providers, portals and more. The brand found that after a six-week campaign:
For every $1 dollar spent with Media6º, the client recorded $7 dollars of transactional revenue.
Media6°’s display media campaign outperformed search by a factor of 2 to 1.
Media6° delivered 86% of the total campaign revenue with only 15% of the total campaign impressions.
Media6° successfully scaled the client’s customer base by identifying a network neighbor group over 10X the size of the client’s current online customer population.
“When you have results like these, your first thought is to make some sort of disclaimer like ‘results may vary’ but frankly these are pretty typical of all of our beta customers,” says Joe Doran, Media6°’s founding CEO. “Media6° has found a way to leverage social graph data from all major user-generated content platforms in a privacy and consumer friendly way to help advertisers build massive, customized audiences that respond better to their offers than any other online audience sold by any other new media entity.”
The company is backed by $9M in funding from U.S. Venture Partners, Contour Venture Partners, Coriolis Ventures and several angel investors.
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