SOURCE: Datran Media

Datran Media

September 16, 2010 10:25 ET

Over 500 Top Brands, Agencies and Publishers Now Employing the Aperture Audience Data Platform to Measure Audience and Optimize Reach

Church & Dwight and MediaVest Cases Highlight the Value Driving Marketplace Adoption

NEW YORK, NY--(Marketwire - September 16, 2010) -  Aperture, a leading provider of online audience measurement, planning and verification solutions, today announced a 243 percent increase in revenue from the same period last year due to increased demand from agencies, brands and publishers and an expanding revenue stream derived from its multi-channel partners. The number of brands utilizing the Aperture audience data platform to validate, optimize and plan their online media spending has increased to over 500 in the past six months. Aperture is now in use by all four major agency holding companies and boasts growing relationships with a blue-chip roster of brands and publishers. Consumer packaged goods giant Church & Dwight and leading agency MediaVest are two companies recently added to the Aperture client base.

The methodology at the core of the Aperture audience data platform is quickly becoming the industry standard for measuring individual and household demographics, psychographics and purchase behavior. Unlike self-reported, panel and "look alike" techniques, Aperture data is normalized to the US population on over 70 individual and household variables to eliminate any bias common with existing methodologies. The superior size of its dataset allows for a level of granularity in online audience reporting not previously available. As a result, brands and their agency partners leverage Aperture to measure the specific audience that was exposed to or engaged with an advertising creative, and they utilize these new audience insights to increase brand lift, exposure and, ultimately, sales.

According to advertising expert Kierie Courtney, a senior manager at Church & Dwight, "We are a brand that has products in the homes of a majority of Americans. Aperture enables us to optimize our advertising spend, plans and creative to deepen penetration of known markets and break into new ones. Our customers also benefit by receiving campaigns that are meaningful and aligned with their current needs and desires. In one example, Aperture recently helped us discover that a significant percentage of the qualified visitors to one of our commerce sites is derived from households that either include 'pet enthusiasts' or 'own pets.' We are now planning to introduce that segment of the audience to new pet cleaning products. As we continue to integrate strategies like this into our multi-channel mix, we expect brand affinity and sales to rise dramatically."

"The fact that Aperture measurement can greatly assist household CPG brands that need broad reach as well as niche luxury brands that are focused on engaging with very discrete segments of the global audience is particularly appealing," said Yaakov Kimelfeld, senior vice president, digital research and analytics director for MediaVest. "We are currently leveraging Aperture to support our marketing strategies and drive results."

Aperture's publisher and advertising network and exchange partners apply Aperture to target and measure specific audiences across their properties. While most existing audience solutions rely solely on cookies and geo-targeting, which are tactics that typically limit sell through, Aperture provides a more scalable solution that significantly improves yield by pinpointing the specific differences in audience from one section or page to another. Insights provided by Aperture include general audience demographics, precise details about how many of the exposed impressions matched target attributes, as well as how many of the users are in market for a particular product. The availability of this audience insight is increasing the value of the advertising products that these partners offer, especially in the digital arena where CPMs for inventory have often been far below market value. In the second quarter of 2010, Aperture added Digital Broadcasting Group, ContextWeb, Martini Media and dozens of others to a partner base that already includes numerous digital heavyweights. 

According to Aperture General Manager Scott Knoll, "Aperture offers the richest audience insight available on the Web today in terms of its accuracy and breadth. As a result, agencies and brands accessing Aperture are able to quickly discover their most valuable audiences online and streamline their advertising and marketing efforts to help eliminate wasted impressions. Additionally, for the first time, brands have a standard set of metrics that gives them apples-to-apples results across publishers, networks, exchanges and sell-side solutions to measure the individual and household demographics of their true audiences online."

To learn more about Aperture, visit:

About Aperture
Aperture, a Datran Media company, is an award-winning, unique audience data platform that combines household-level data with online consumer behavior to help advertisers accurately identify, reach and measure online target audiences. Aperture modules include Audience Discovery, Audience Finder, Audience Reach and Audience ROI. The world's largest advertising agencies and global brands depend on Aperture to connect unique consumer audiences with the compelling content, products and services they desire.

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