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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.
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