SOURCE: Resonate

April 12, 2010 10:13 ET

Attitudinal Targeting Is up to Four Times More Effective Than Demographic Targeting

Resonate Demonstrates That Targeting Based on Attitudes, Values and Beliefs Delivers Higher Quality Audiences and Stronger Results

RESTON, VA--(Marketwire - April 12, 2010) -  Resonate Networks, the Attitudinal Targeting™ company, today revealed data that shows attitudinal targeting is more effective for brand advertisers looking to reach high quality, richly defined audiences at scale than demographic targeting.

Until now, advertisers and brand marketers haven't had a way to reach the richly defined target audiences online. Attitudinal targeting is able to find audiences that are predisposed to an advertiser's message based on consumers' attitudes, values and beliefs. As a result, advertisers see much stronger ROI.

Attitudinal targeting is the newest approach to online ad targeting and audience delivery. Resonate's patent-pending research methodology can identify an audience based on attitudes, values and beliefs, and then deliver an online campaign optimized for this audience. Whether targeting consumers based on the values which influence their purchases, such as 'Spending time with family' or 'Healthy Living,' or reach an audience defined by their views on social issues, such as climate change or childhood obesity, Resonate provides a fresh new way for brand advertisers to connect with audiences online.

"Advertisers and brand marketers spend a significant amount of time and money researching and developing their target audiences and identifying the best message to connect on a deeper level to drive brand and product loyalty, but when they try to apply this deep knowledge online they are forced to dilute their strategy to fit the limitations of demographic and purchase behavior targeting," said Bryan Gernert, CEO, Resonate. "Consumers' attitudes, values and beliefs are at the heart of all the decisions they make, whether that is to support a cause or purchase a product. Resonate's Attitudinal Targeting enables brand advertisers to connect with their target audience online more effectively."

Sample data from Resonate's latest wave of research closely compares the effectiveness of using traditional demographic targeting versus attitudinal targeting for brand advertising campaigns. Three specific sample audience profiles have been developed to demonstrate the differences in approach.

Attitudinal Targeting vs. Demographic Targeting Examples:

  • Scenario A: Carrot-stick Moms (Mothers who care about healthy food options and convenience)

Attitudinal Targeting is 260% more effective than demographic targeting at reaching this audience

Advertising Objective: A fast food restaurant wanted to increase awareness of their new healthy menu options. Intention is to reach Moms who like the convenience of fast-food restaurants but are seeking healthy options, and are social influencers who may help spread awareness with their family and friends.
    Demographic Targeting Attitudinal Targeting
Targeted Profile   • Women with children in household under age < 15 Consumers who:
• Women with children in household under age < 15
• Social Influencers
• Concerned about nutrition
• Persuadable on requiring fast food restaurants to display nutritional information on their menu
Reach to Desired Audience at 100 million impressions   21% 34%
Impressions Needed to Reach 34% of Desired Audience   355 million 100 million
  • Scenario B: Carbon Emissions Bandits (Opponents of carbon emissions legislation)

Attitudinal Targeting is 430% more effective than demographic targeting at reaching this audience

Advertising Objective: An energy organization sought to raise awareness of the potential negative economic impacts and job losses that might result from carbon emissions legislation. Intention is to identify and further educate opponents of carbon emissions legislation. 
    Demographic Targeting Attitudinal Targeting
Targeted Profile   • Ideology: Conservative Consumers who:
• Registered to Vote
• Highly Engaged
• Oppose limits on carbon emissions
Reach to Desired Audience at 72  million impressions   20% 30%
Impressions Needed to Reach 30% of Desired Audience   384 million 72 million
  • Scenario C: Health Enthusiasts (People who are focused on personal health)

 Attitudinal Targeting is 150% more effective than demographic targeting at reaching this audience 

Advertising Objective: A brand wanted to advertise its premium-positioned mouthwash to raise awareness of an improved plaque-fighting formula. Intention is to reach the maximum target audience of those predisposed to buy premium brand products and services and who are focused on personal health.
    Demographic Targeting Attitudinal Targeting
Targeted Profile   • Consumers with household income of $75,000 + Consumers who:
• US online adults
• Buy products that protect their personal health
• Buy brands they know & trust
Reach to Desired Audience at 80 million impressions   18% 38%
Impressions Needed to Reach 38% of Desired Audience   201 million 80 million

"The above advertising examples clearly show that Resonate's Attitudinal Targeting offers a more precise method of effectively reaching specialized audiences with audience-specific messaging. While demographic targeting has merit in further refining attitudinal profiles, as a standalone targeting tool it remains too limiting for sophisticated brand advertisers," said Gernert.

Resonate Methodology
Resonate's patent-pending online research methodology combines the best proven market research techniques with newly developed online methodologies. Resonate performs continuous, large scale waves of online survey research, which is integrated with numerous data sources providing online behavioral data, purchase behavior and a vast array of other audience characteristics.

About Resonate
Resonate is an online ad technology company offering advertisers an entirely new approach to targeted audience delivery -- Attitudinal Targeting™ -- based on attitudes, values and beliefs. Resonate's proprietary methodology and patent-pending Quality Visitation Indices™ (QVI™) enable advertisers to define rich audience profiles from a combination of more than one thousand attitudinal and traditional attributes. As a result, advertisers are able reach and engage the right audience at a deeper, more enduring level than traditional online targeting. For more information please visit www.resonatenetworks.com.