New Profiling System Targets Personality Types

WPP-owned digital marketing firm 24/7 Real Media has partnered with Mindset Media - a company that creates consumer profiles of web users - to enable advertisers to target consumers with ads based on their personality traits.

Mindset Media's proprietary system claims to provide clues about web users' personalities based on their online activity. Through this system, the firms have developed the new Mindset Buys service to help advertisers reach specific psychographic groups based on 20 different elements of personality including creativity, assertiveness, self-esteem and spontaneity, across 1,500 partners' sites.

The partners say that these characteristics are as much valued by brand advertisers as shopping or search behaviors are by direct response advertisers. All data is said to be anonymised and non-attributable.

According to David Moore, CEO of 24/7 Real Media: 'Combining with Mindset Media's targeting gives brand advertisers a distinct advantage in reaching their intended audience regardless of browsing or purchase activity.'

Psychographic targeting is the latest addition to 24/7's portfolio of targeting solutions, which also includes lifecycle management, search retargeting, geodemographic, content, behavioral, retargeting and custom. Many of these can be combined to form any number of specific targeting options that can be delivered to any digital medium.

Mindset Media works in partnership with Nielsen Online to develop consumer profiles that help brand marketers specify their psychographic targets. 'Every brand in the modern market has a psychographic target, and the more competitive the category, the more that target matters,' added Mindset Media's CEO and Co-Founder Jim Meyer.

The partners are online at www.247realmedia.com and www.mindset-media.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.