2006 April 17th
WhitePages.com Puts a Spin on Behavioral Targeting
In-Market Targeting delivers highly desirable segmented audiences to advertisers
SEATTLE-April 17, 2006
WhitePages.com, the leading provider of online directory assistance services, today introduced In-Market Targeting to advertisers looking for a different way to reach consumers with an active interest in a specific local business category.
WhitePages.com's In-Market Targeting places a unique twist on the standard behavioral targeting model. The technology enables advertisers to target high-impact display ads to consumers who are actively searching WhitePages.com's business listings in a particular category. Targetable audience segments range from broad interest-based categories like travel, to more narrowly defined segments such as auto dealerships. Ads will be served during the consumer's initial search and over a specific period of time during subsequent visits, depending on the category or segment. When paired with geo-targeting parameters, national marketers can further refine their local efforts by targeting specials or promotions unique to the location of the consumer's computer.
The proprietary technology supporting In-Market Targeting is provided by behavioral targeting leader Revenue Science, Inc, and positions WhitePages.com as the first business listings site to enable this type of targeting technology.
"WhitePages.com's high reach to active online consumers creates a perfect opportunity for this type of behavioral targeting," said Nick Johnson, chief revenue officer for Revenue Science "The addition of geo-targeted keywords like city, state or ZIP code gives national advertisers a unique value-add not found with other search engines or portals."
Analysis by independent research firm Knowledge Networks/Statistical Research Inc (KN/SRI) suggests that 86 percent of consumers who search business listings ultimately make, or are more likely to make a purchase.
"In-Market Targeting is a win for both our advertising clients and our users," said Susie Kang-Algard, senior vice president, WhitePages.com Network. "With the help of Revenue Science, advertisers can tap into an audience on the cusp of making a purchase decision by serving ads relevant to the user and the user's interests, making it more likely they will click on the ad. The additional layering of geo-targeting parameters allows advertisers to reach specific customers in a more relevant and innovative way."
About Revenue Science, Inc.
Revenue Science is the only online advertising leader with the science, service and scale that make behaviorally targeted advertising easy to buy and sell. The Revenue Science Behavioral Targeting MarketplaceTM connects marketers to qualified audiences, enables publishers to increase revenue and creates a better consumer experience. Innovative publisher and advertiser programs provide behaviorally targeted solutions to the world's top brand advertisers and premium media properties. With clients like The Wall Street Journal Online at WSJ.com, ESPN.com, KelleyBlueBook.com, The Guardian.com, Maxim.com, Reuters.com, Univison.com, WashingtonPost.com, and Newsweek Interactive, Revenue Science serves more behaviorally targeted ads than any other company.
WhitePages.com, a privately held company based in Seattle, is the most trusted and comprehensive source for consumers to quickly and easily find relevant, accurate contact information in North America. The company's network of sites include WhitePages.com (www.whitepages.com), WhitePages.ca (www.whitepages.ca), 411.com (www.411.com), Address.com (www.address.com), PhoneNumber.com (www.phonenumber.com), and its 1,300 partner sites including Superpages.com, YellowPages.com and Canada411. The on-the-go user can also access contact information via cell phone, Blackberrys and other web-enabled mobile devices.
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