Simmons and Real Media Add Categories
July 22 2005
Two US providers of behavioral analysis systems have each announced six new categories for their media clients. 24/7 Real Media has broadened its OnTarget offering, which helps online advertisers target surfers more precisely, while Simmons has updated its TV BehaviorGraphics clusters.
The OnTarget service collects non-personally identifiable data about Internet habits, allowing companies to deliver ads only to those users most likely to respond. The new segments include the following.
- Stock Watchers - Internet users who habitually check their portfolios and frequently access stock quote pages.
- Big Spenders - those who make frequent online purchases, or interact frequently with shopping content.
- Cyber Jockeys - heavy users of any type of online content.
The latest figures from 24/7 Real Media show that advertisers using behavioural targeting increased by 147% over the last quarter of 2004. Companies using the method increased their click-through rates on adverts by 250% in the first quarter of the year, compared with the last quarter of 2004.
Simmons' TV BehaviorGraphics works in a similar way - but looks at viewing rather than surfing habits. It was developed by merging the Nielsen National Television Index and National Hispanic Television Index with Simmons' own National Consumer Survey data. Groups of adults are then clustered together based on common TV viewing patterns.
The newest edition features 32 segments. Fifteen apply across the market, while eight are exclusive to the Hispanic population, and nine are exclusive to the general market.
The new segments include:
- Makeover Mavens - well-off consumers who watch home-makeover programs on cable networks. They are passionate about decorating and home improvement.
- Investigators - traditional, family-centred adults who enjoy watching crime dramas on network TV, as well as following real life criminal cases in the news.
- Technofiles - middle-aged, middle-class and mostly male, members of this group are big fans of science, technology and science fiction.
- Curiosos - a group of Hispanic adults committed to the family and home, and also interested in world affairs and the latest developments in technology and fashion. This segment loves to watch Spanish language morning programmes and telenovelas.
'Viewers are more than just demographics; they are shoppers,' explained Bill Livek, co-CEO of Simmons Market Research. 'TV BehaviorGraphics shows that the US has many different kinds of consumers and just as many different kinds of TV viewers. The new system will give Simmons' clients the power to identify and understand customers in a very fragmented marketplace.'
24/7 Real Media is online at
www.247realmedia.com while Simmons' home page is at
www.smrb.com
All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.
