Innovative Ad Network Uses Behavioral Targeting to Deliver Results for Its Toughest Client: Itself
San Jose, CA - September 12, 2006 - Don't tell-show. That's the lesson behind BlueLithium's decision to rely on behavioral targeting to serve its own online ad campaign, which debuted this week.
"We tell clients that behaviorally targeting lifts campaign results and we frequently see click-through and conversion-to-sale rates jump by ten times or more for our advertisers-especially when behavioral targeting is layered on top of geographic, demographic, day part and other targeting methods," said Dakota Sullivan, chief marketing officer for BlueLithium. "What better way to prove it than by using behavioral targeting for our own campaign?"
The BlueLithium "Media Genius" campaign, created by interactive agency Carat Fusion, focuses on how BlueLithium inspires media planners with innovations such as behaviorally targeted video, on-the-fly campaign optimization and portal-size reach in the top 20 regional markets. The tagline "This network's not an afterthought-it's my first thought," reflects the increasingly strategic role of ad networks in media planning.
Initially, the campaign runs on advertising and marketing industry trade Web sites, and in newsletters and special feature sponsorships estimated to deliver over 45 million unique impressions. During this period, BlueLithium identifies and builds a target universe of readers who see or click on the ads in publications including Advertising Age, Adweek, ClickZ, iMedia Connection, MediaPost and MediaWeek.
Over time, the campaign will shift to "retarget" qualified prospects as they surf the Internet. Thus, the ads will be as likely to run on news, sports or user generated video sites as they are across the trade publications. This extends the media buy with an additional 80 million impressions across BlueLithium's 1,000+ site ad network.
"Behavioral targeting has been shown to be more efficient-yet, it may also prove to be extremely cost effective," said Robin Neifield, CEO of NetPlus Marketing and behavioral marketing ClickZ expert. "Advertisers can integrate their buy, or shift a percentage of their ad spend from high CPM portals to run-of-network inventory on second tier and user-generated content sites. At the end of the day, it's the individual prospect you're after, regardless of where you find them."
About BlueLithium:
Based in San Jose, CA, BlueLithium challenges the legacy ways of doing business to help online marketers achieve extraordinary results. Combining a powerful one-two punch of one of the largest ad networks with superior targeting and optimization capabilities, BlueLithium maximizes ROI for advertisers while increasing the value of ad inventory for publishers. Reaching 100M unique users or 51 percent of the Web, BlueLithium delivers 6 billion impressions per month across more than 1,000 sites. Founded in 2004, the company was named 2006 Innovator of the Year by AlwaysOn and has been named one of the top 100 private companies in America for two consecutive years. For more information, please visit www.bluelithium.com
Media Contact:
Morgan McDowell
blast! PR for BlueLithium
(919)833-9975 x.12
morgan@blastpr.com