Ad Targeting Boosts Response Rates

By: Dallas-based Belo Interactive is touting two case studies to show the power of targeted advertising.

A campaign for a local auto dealer on DallasNews.com resulted in a 7.7% response rate, the company said. That compares with the national average online advertising response of 0.33%.

The ad banners were targeted to customers visiting the automotive section of DallasNews.com, and were also served on other sections of the Web site to customers who had visited the car section within the past month.

The car dealership reported that the Web campaign generated 44% of the total calls into the dealership at a time when eight promotions were running in other media. The dealership also said that credit applications doubled.

"While contextual placement has always worked well for us, audience targeting gives us the ability to reach local, ready-to-buy car shoppers who are browsing in non-automotive sections of DallasNews.com," said Eric Christensen, Belo Interactive vice president and general manager.

Another campaign, this one for a local vacation broker, generated a response rate of 8.15%, increasing vacation package bookings by 50% and revenues for the advertiser by 38%. The broker said the DallasNews.com campaign generated 40% of its total revenue for June. Again, the Web site served the ads within the travel section and expanded its inventory by serving the ads in other sections to visitors who had recently expressed an interest in travel.

Belo uses software from Tacoda Systems of New York to help track visitors and target relevant advertising to them.