ToneMedia Targets Customers Based on Music Tastes
ADOTAS – Today ToneMedia launched its new ad platform, which delivers targeted ads to consumers based on their music preferences. If this sounds familiar, that’s probably because the company’s been kicking around its ToneTargeting technology since last year, in what CEO/founder Val Katayev characterized as “stealth mode” and under the banner of leading ringtone marketing company ToneFuse. (In fact, ADOTAS wrote about the technology this past spring.) In spinning off from that parent company, ToneMedia’s now working with over 150 online publishers — music-related sites, like blogs and sites that host song lyrics — and a number of national brands to reach, according to a statement from the company, about 120 million consumers worldwide, including 55 million in the U.S.
The impetus behind ToneMedia came from Katayev’s discovery that “music and lyrics” has been Google’s top-ranked search category since 2004 (that’s overall, not every year). As such, Katayev explained over the phone, that creates a situation whereby “from publishers plugged into our platform… we process a lot of information about users,” via their specific interest in “lyrics, artist bios, et cetera.” Eventually, he explained, “we decided to bring in behavioral data — right now mainly from third parties,” but he pointed out that in the company’s future plans, “we’re not locked into third parties.” ToneMedia can also use its presence on music-related sites to collect valuable consumer insights directly. “We can survey our users and collect their own data,” Katayev pointed out. By cross-referencing consumer buying behavior and purchasing patterns from third parties, ToneMedia’s able to discern, without using cookies, the buying behavior of users associated with about 150,000 recording artists.
“It’s not going to be as accurate as behavioral data,” Katayev acknowledged of the process, “but it’s so scalable… and so much more effective.” ToneMedia not only sorts data into categories pertaining to each of the aforementioned 150,000 recording artists, but also into more than 900 audience segments, which Katayev can be as specific as “pet owners” or “AT&T Wireless users.” And while this all ends up leading to some amusing discoveries about the way fans of certain musicians might be expected to spend money (compared against everyone who searches for music online each month, Adele fans are 89 percent more likely to consider traveling to Australia, Lil Wayne fans are more than 400 percent more likely to buy a Blackberry, and Foster the People fans are 78 percent more likely to be the IT decision makers in their respective households), it also leads to, according to Kateyev, “3 to 15 percent engagement rates,” depending on the type of ads delivered to the user. He also credited the Flex ad units, which ToneMedia uses for its ads, in delivering higher performance. “The browser is our canvas,” he said of Flex’ capacities.
No comments yet
Leave a Comment
- UPDATED: Twitter Officially Launches Tailored Audiences Program
- veeseo Launches Speech-to-Text Content Recognition Engine for Video Advertising
- Today’s Burning Question: Massive Hack Attack Reaction
- Dell Software Exec: Strong Password Would Not Have Stopped Latest Hack
- If You Waited for Black Friday/Cyber Monday, You Were Probably Too Late
Adknowledge Announces Launch of ‘AdStation International’KANSAS CITY, Mo., November 25, 2013 (ADOTAS) – Adknowledge is pleased to announce the launch of AdStation International, a global [...] more...
- UPDATED: Twitter Officially Launches Tailored Audiences Program December 6th 2013 ADOTAS – Twitter brought its tailored audiences ad program out [...] more »
- veeseo Launches Speech-to-Text Content Recognition Engine for Video Advertising December 6th 2013 ADOTAS — Video marketing company veeseo announced this week a [...] more »
- Today’s Burning Question: Massive Hack Attack Reaction December 5th 2013 ADOTAS – Today we’re featuring reactions from industry leaders to yesterday’s [...] more »
- Dell Software Exec: Strong Password Would Not Have Stopped Latest Hack December 5th 2013 ADOTAS — In response to Today’s Burning Question about reports [...] more »
- If You Waited for Black Friday/Cyber Monday, You Were Probably Too Late December 5th 2013 ADOTAS – While holiday shoppers have been conditioned to believe [...] more »
- Digital First Ventures, RealMatch Partner to Power JobsInTheUS.com December 5th 2013 NEW YORK, December 5, 2013 (ADOTAS) – Digital First Ventures, [...] more »
- Celtra Hires Ex-Adobe Exec Taplin as EVP of Global Sales December 5th 2013 CAMBRIDGE, Mass. – December 5, 2013 – Celtra Inc., the industry leader [...] more »
- Making Holiday Marketing Magic in 2013 December 6th 2013
- 5 New Video Ads You Should Watch Right Now December 6th 2013
- How Interactive Video is Helping Brands Engage with Their Customers December 5th 2013
- Is Putting Digital First Still Paramount for Advertisers? December 5th 2013
- Revenge of the Data Nerds: Who Will Be the Next Heartthrob of the B2B Data Market? December 4th 2013
- Manager Planner - Digital Vendor Marketing
- Brand Manager
- Publisher Services Manager
- Social Media Manager (Part-Time)
- Social Media Manager
- Text Marketing News December 6, 2013 | Text Marketing Companies: [...] veeseo Launches Speech-to-Text Content Recognition Engine for Video … – ADOTAS [...]
- Dell Software Exec: Strong Password Would Not Have Stopped Latest Hack: [...] — In response to Today’s Burning Question about reports of the latest major cyberattack,
- Zimmerman Advertising Has What White Castle Craves – ADOTAS | Zimmerman News: [...] more here: Google Zimmerman News In [...]
- Online Video Quality Matters More Than You Think | Video Industry | OneScreen: [...] so. In fact, branded videos are getting shared 50 times more in 2013 than