San Francisco (PRWEB) February 23, 2011
Founder of Cadreon, Mediabrands’ proprietary audience marketplace, departs to start an independent trading desk that marries search keyword targeting with display media.
“Search shows intent. If someone is searching on a brand, advertisers want them to see their message,” stated Tim Hanlon, CEO/Managing Director of Velociter, and director of Mediabrands’ soon-to-be-launched Internal Innovation Fund (IIF). “Pretarget™ marries the intent targeting power of search with brand impact of display.”
Numerous alternatives exist for search buyers to retarget into display but nothing exists for display buyers to target with search keywords. Pretarget™ focuses on prospecting with keywords for display ad buyers, enabling them to “pretarget” users who have searched a given keyword but not yet visited the advertiser’s site. Pretarget™ is ideal for search expansion™ up the funnel. In addition, because Pretargeting™ does not involve site visitor remarketing, no site tagging or integration on the part of the advertiser or agency is necessary.
“For every paid search click an advertiser receives there are typically another six paid and organic clicks going to their competitors,” Pretarget™ Founder & CEO Keith Pieper said. “There is a vast, untapped market of searchers most advertisers have not seen.”
Pretarget™ has shown significant performance and scale with advertising campaigns. Pretarget™ exceeded campaign averages by 10x for one software maker and matched classical web site retargeting CPA metrics for a major US airline. Pretarget™ has established several strategic partnerships giving advertisers anonymous keyword targeting access to nearly the entire online US population across over 2 million websites. Campaigns to date have seen reach of 3x to 36x over search retargeting providers.
“The challenge with classical search retargeting campaigns has been a lack of quality and scalable targeting data,” Pretarget President Neil Monnens said. “We’ve focused on partners with a large installed publisher base and a product that attracts high quality publishers with lots of organic Google, Bing and Yahoo search traffic – no toolbar data here.”
To execute a buy, display banner advertisers provide their search or contextual keyword lists, ad groups and creative to Pretarget™ or Pretarget™ can create an keyword list. Advertisers are not required to select ambiguous, generic or irrelevant segments or categories or install site tags. Pretarget™ executes and manages a banner campaign targeting users who have searched the targeted terms, optimizing to the advertisers’ brand or performance goal.
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