Optimized Demos are available across all AOL technology platforms with comScore validated Campaign EssentialsTM substantiating increases in ad targeting effectiveness by more than 15 percent
NEW YORK – AOL announced the general availability of a new targeting model, which combines and activates insights from both AOL and comScore, which marketers can leverage through AOL’s technology platforms to greatly increase the value of desktop and mobile ad buys.
AOL Optimized Demos brings together AOL’s rich data sets, comprising of 2,000 unique audience attributes, and cross-references with comScore validated Campaign Essentials™ (vCE®) to create a dynamic, predictive targeting segment that more accurately reaches audiences of a specific age and gender and allows advertisers to efficiently deliver their in-target ad campaign goals.
“Demographic targeting, the traditional currency for TV buying, is a key element for brand advertisers to be able to drive awareness and consideration of their products and services,” said Jonathan Goodwin, Director of Audience Targeting Product Management at AOL. “These new targeting segments, developed using comScore’s analytics as validation, provides a heightened level of accuracy and impact for their campaigns and, ultimately, helps to drive better outcomes for their business.”
“As ad dollars continue shifting to digital, we’re excited to see companies such as AOL create new offerings by leveraging our validated Campaign Essentials (vCE) product,” said Anne Hunter, Senior Vice President at comScore. “Solutions like AOL Optimized Demos have the ability to allow brands to better reach their target audiences and achieve their campaign goals.
For advertisers, this extends their ability to reach and engage with their desired audiences within viewing environments that are viewable and brand-safe, as well as validated to not be subject to non-human traffic. Through a series of A/B tests, AOL Optimized Demos was found to increase in-target effectiveness for campaigns, as measured by comScore vCE, by 15 percent over standard targeting segments.
The new targeting segments, which are updated monthly, are available for use today across all of AOL’s programmatic display and video platforms and can target audiences on desktop and mobile. They will also be available within ONE by AOL, which will be the first platform that empowers brands and agencies with a holistic view of the consumer\’s journey through the marketing funnel and makes that insight actionable in real-time.
About AOL Platforms
AOL Platforms enables the world’s top marketers and media brands to reach consumers across desktop, mobile, tablet and TVs with impact through premium experiences, programmatic buying and performance driven campaigns. It is the global partner of choice for leading publishers, advertisers and agencies seeking to maximize the value of their brands online.
For more information about AOL Platforms, please visit www.aolplatforms.com/.
