I wonder what drove True to internally build and launch a targeted on-site advertising system? Is it because visitors aren’t converting to members and they want to makes what they can off the massive amount of pageviews they are probably logging due to aggressive Myspace and other online advertising campaigns?
Members are offered products and services that may be of interest based on initial public membership information provided during the registration process. This offer allows TRUE to filter irrelevant ads for its members by working with companies to present consumers with the most appropriate products and services.
TRUE believes this is a high-value proposition for advertisers, as time and money aren’t wasted targeting unqualified consumers. Each on-site ad is placed to reflect optimal viewing location and run time, to better appeal to individual member preferences, making a click-through more efficient. Response rates are thoroughly evaluated, and adjustments are made to the ads and placement specifications to optimize their effectiveness.
I’m curious as to why they built something in-house instead of buying an off-the-shelf solution. I’m waiting to hear back from a few True advertisers to see how well the system targets ads and functions under load.
Yahoo News.
Technorati Tags: targeted+advertising, true.com
