Behavioral Targeting Proves Effective on iVillage

NEW YORK Targeting diet and fitness enthusiasts on iVillage based on their previous usage patterns had a greater impact on brand metrics than reaching them in specific content areas, according to a new study.

The research, conducted by Dynamic Logic, examined a campaign from Interpublic Group’s Deutsch in New York for Snapple-a-Day, a meal replacement beverage.

New York-based iVillage used Tacoda Systems’ Audience Management System to find diet and fitness enthusiasts among the property’s more than 15 million monthly visitors and serve ads to them outside of contextually relevant areas. Tacoda of New York provides behavioral targeting services, which let Web publishers deliver ads to consumers based on their past site behavior.

The study found that visitors who were targeted outside of iVillage’s diet and fitness channels had higher scores compared to those exposed within the channel: aided brand awareness (76 percent vs. 66 percent), online ad awareness (51 percent vs. 33 percent), brand favorability (36 percent vs. 21 percent) and purchase intent (37 percent vs. 29 percent).