From the mouths of data collecting social network executives, via Online Media Daily:
“…Heidi Browning, the senior vice president of client solutions for Fox Interactive Media, cited some impressive results from behavioral targeting using data from MySpace–including a 733% lift in brand awareness, 800% lift in recall, 152% increase in brand favorability, and 179% increase in purchase intent.
She added that social networks like MySpace are ideal places to harvest data for behavioral targeting because consumers voluntarily provide detailed information about a host of behaviors and attitudes–including, for example, media consumption and brand preferences as well as simple demographic descriptors, age, education, and geographic location. From these, Fox assembled a number of enthusiast and lifestyle segments, broadly grouped in 10 super-segments, with at least 3 million and as many as 10 million members each.
According to Browning, MySpace data can tell marketers when a user “is moving, having a baby, going to college”–but also more subtle information including receptivity to ad messaging at different times of day. With other data sources, like DVR records, she said MySpace information will allow “hyper-targeting” of consumers, delivering the right kind of ad message via the right medium at the right time of day.”
source: “Behavioral Targeting: A Brave New World… Maybe.” Erik Sass. Online Media Daily. Feb. 26, 2008 [reg required]
