SOURCE: Resonate


December 12, 2011 10:00 ET

Resonate Introduces Insights Driven Media

Deeper Understanding of Consumers' Values Dramatically Improves Online Ad Performance Compared to Leading Third Party Data Companies

RESTON, VA--(Marketwire - Dec 12, 2011) - Responding to marketers' growing frustration with possessing almost limitless amounts of consumer insights, but only the most primitive means to make those insights actionable, Resonate today introduced Insights Driven Media. Leading Brands can now rely on Insights Driven Media to develop campaigns and target marketing messages based on the consumer values known to drive attitudes, preference and ultimately purchase behavior.

Insights Driven Media redefines marketers' expectations for media, delivering consumer insights as well as industry leading performance on even the more basic metrics: CTR. Resonate has consistently increased online ad performance by more than 10 times when compared to third party data companies.

Competitive Resonate Resonate Difference in Performance
Exchange Inventory + Exelate data (young, low income families) Values based buy Direct to publisher +159% Better CTR
Exchange inventory + Bluekai data (men, 45-54, $125k+) Value based buy direct to publisher +142% Better CTR
Exchange Inventory
Specific PRIZM Codes via Bluekai
Value based buy direct +171% Better CTR

Insights Driven Media gives marketers the means to take value-based insights out of the database and into the marketplace. Throughout a campaign Resonate reports on consumer insights, enriching performance data with knowledge about the values of consumers who deliver a campaign's KPIs, consumers who don't and consumers who could if exposed to the campaign. Resulting campaigns drive brand awareness, preference and ultimately purchase behavior, while providing insights to improve future performance across all marketing metrics.

"Values have long been regarded as the most salient component of any marketer's audience profile," said Bryan Gernert, CEO of Resonate. "Yet, values have been left out of the media planning discussion, where the focus has remained on demographics and, more recently, online behavior. That is over. Resonate delivers insights and high performance online driven by consumer values."

Performance comparisons to third party providers (Blue Kai, Exelate) are based on using DSPs to access inventory and audience data from these providers. Resonate bought audiences based on models that correlated highly with the advertiser's desired audience.

To learn more about Insights Driven Media and Resonate, please visit, follow us on Twitter @ResonateTweets or email us at

About Resonate
Resonate is the first online ad company to connect advertisers with audiences by understanding why people engage with a brand, campaign or issue. Its unique approach asks people about the values that drive their decisions allowing Resonate to deliver the right audience in the most optimal locations online. The result: ad campaigns that deepen convictions and change minds in a way that traditional online advertising can't. Visit to learn more.

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