Wed, 03/11/2009 - 18:48 — marca
Consumer Direct is a targeting and advertising effectiveness service, which enables advertisers to reach their most valuable customers online, helping to drive in-store purchases.
Combining Homescan purchase-based insights with Yahoo!’s Behavioral Targeting technologies and one of the largest audiences on the Internet, Consumer Direct enables advertisers to reach highly qualified consumers at scale and measure the impact of their online advertising expenditures.
Consumer Direct relies on 46,000 Nielsen Homescan Panel households who have agreed to let Nielsen track their consumer goods purchases and online activities in more than 3,000 different browsing categories on Yahoo!. By combining the purchase data from Nielsen with online browsing behavior from Yahoo!, Yahoo! is able to create a propriety “browsing behavior model” that identifies an advertiser's most valuable custom consumer segments.
Why use it?
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Combining Homescan purchase-based insights with Yahoo!’s Behavioral Targeting technologies and one of the largest audiences on the Internet, Consumer Direct enables advertisers to reach highly qualified consumers at scale and measure the impact of their online advertising expenditures.
Consumer Direct relies on 46,000 Nielsen Homescan Panel households who have agreed to let Nielsen track their consumer goods purchases and online activities in more than 3,000 different browsing categories on Yahoo!. By combining the purchase data from Nielsen with online browsing behavior from Yahoo!, Yahoo! is able to create a propriety “browsing behavior model” that identifies an advertiser's most valuable custom consumer segments.
Why use it?
- Improve ROI on your offline sales by reaching your most valuable consumers across the Yahoo! network. 200+ programs to-date have resulted in an average 29% sales increase versus control group
- Reach only your most valuable custom consumer segments with an efficient “no waste” media buy that is accurately targeted based on consumer purchase and browsing behavior
- Address advertisers’ needs in marketing accountability by providing analytics for online impact on offline sales
Reach Large, Qualified Audiences with Focused Messages with a Total Targeting Solution: Yahoo! Targeting solutions, including Consumer Direct, Demographic Targeting, Geographic Targeting, Behavioral Targeting and other targeting options, can be combined to help you reach massive audiences with very focused messages to achieve your marketing objectives.
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