Rocket Fuel Pumps Up Its Brand Booster

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ADOTAS – On the heels of introducing its triple-layered brand shield, Rocket Fuel has introduced Brand Booster 2.0 built on top of its real-time targeting platform.

In particular, Rocket Fuel has added cross-channel (display, video, social and mobile) capabilities and the option to employ multiple survey questions to its Real-Time Brand Optimization (RTBO) technology. Launched last April, RTBO uses responses to in-banner surveys (powered by partner online brand effectiveness platforms) to fine-tune audience targeting in real time and focus on consumers more likely to respond.

In addition, Rocket Fuel has incorporated 2 million audience targeting data points and 3,000 new data points across user attributes such as demographics, psychographics, past purchases, lifestyles and interests. Rocket Fuel has also integrated Nielsen’s NetEffect into Brand Booster 2.0, allowing clients to see how online campaigns are affecting offline purchases tracked within Nielsen’s Homescan Consumer Panel.

“Brand advertisers have been between a rock and a hard place for years — they want to use online advertising to drive offline sales, but the majority of media targeting and optimization tools are concerned solely with online clicks and conversions,” said Richard Frankel, president of Rocket Fuel. “With this next generation of our brand platform we are enabling brands to reach the right customers at the right time and across all digital channels to favorably affect brand sentiment.”

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