SOURCE: Datran Media

April 17, 2008 08:00 ET

Datran Media Launches Aperture Network at AD:TECH San Francisco

New Ad Network Offers Marketers Unparalleled Ability to Match Consumers With Relevant Offers Across the Web

NEW YORK, NY--(Marketwire - April 17, 2008) - Datran Media, industry-leading online marketing services provider, today announces the launch of its new Aperture Network. Aperture leverages the unparallel depth of Datran Media's data to identify highly targeted consumers online. The announcement follows Datran Media's 2007 launch of EO.com, the first online exchange for both inbox and Web media.

Aperture's predictive targeting technology harnesses -- for the first time -- the unique pairing of transaction-based behavioral data and demographic data. This pairing allows marketers to make more precise media buys, allowing for greater relevance and stronger return on investment. More importantly, Aperture's email-driven demographic and transaction data allows marketers to more effectively target their known audiences with tailored messages.

In 2007, David Baker, vice president of email solutions for AvenueA/Razorfish, provided proof of concept when he noted, "Leads derived from the email channel are more valuable than leads derived from other media channels." Datran Media's longstanding work in the email marketing, list management and ESP industries, provides the depth of information that makes Aperture's targeting so precise.

Aperture offers a unique opportunity for advertisers to acquire their perfect customers without wasting advertising dollars. For example, an online university can use Aperture to identify people across the web, between the ages of 18 and 24 that have requested information from part-time college programs -- then deliver their relevant offer to entice that valuable customer to their website/landing page. Aperture's ability to offer advertisers access to precise audiences extends into dozens of categories.

On average, initial-campaign results comparing ad performance show Aperture-targeted offers are outpacing non-targeted control groups by a performance improvement ratio of 5:1.

"At the end of the day, marketers employ multi-channel marketing models because they work," says Kerry Perse, director of eCRM for Horizon Interactive. "Consumers are not sitting in a specific channel or silo waiting for marketing communications. They are switching channels at a rapid rate and want communications that help them find what they are seeking. Aperture delivers on this promise by leveraging intelligence across multiple media channels to enable marketers to connect with consumers at the optimal time."

According to Datran Media's Executive Vice President of Display Scott Knoll, "Aperture's performance speaks for itself. We are seeing significantly higher conversion rates over industry norms, especially in the fitness and wellness, finance, education and consumer packaged goods categories. Behavioral targeting is a valuable advertising solution, but only when the underlying data accurately predicts a subsequent action or interest. Aperture raises the bar for behavioral targeting by utilizing actual online transactional data to indicate implied interest. And as expected, we are seeing that past transactional data is highly predictive of future actions. By targeting on past transactions and tailoring specific messages and ad creatives to known demographics, we have truly found a winning combination. What Aperture is offering is truly the next generation of behavioral targeting."

Aperture is available to all marketers and advertising agencies. In April and May, Datran Media clients and partners, as well as attendees of ad:tech San Francisco, the iMedia Agency Summit and MediaPost Insider Summit, will also be provided with additional, value-added opportunities to familiarize themselves with the network. Exhibitions, thought leadership dinners and webinars will further explain how the Aperture Network can increase the performance of current display and banner ads.

Aperture's variable pricing model includes CPM, CPC, CPA and hybrid pricing options to make it possible for marketers to adopt it in a number of ways that work for their business needs.

Marketers, press and analysts interested in learning more about Aperture at ad:tech San Francisco are encouraged to visit Datran Media's booth #6243 or contact lana@datranmedia.com.

About Datran Media

Founded in 2001, Datran Media, an industry-leading online marketing services provider, is the creator of Exchange Online (EO.com), the first exchange for inbox+web media. Datran Media also offers StormPost™, an enterprise-class email delivery and ad serving solution, and UnsubCentral™, the industry-standard in CAN-SPAM compliance solutions. Datran Media also powers NetMargin™, one of the premier online advertising networks and exclusive inbox marketing channel for hundreds of top consumer brands. For more information on Datran Media, please visit www.datranmedia.com.

Contact Information

  • Media Contact:
    Carla Vicens
    blast! PR for Datran Media
    (919)833-9975
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