24/7 Real Media Debuts Search Retargeting on the Global Web Alliance
NEW YORK – September 10, 2007 – 24/7 Real Media, Inc., a leading global digital marketing company, today introduced search retargeting, a new technique for targeting and serving digital advertising on the company’s media network, the Global Web Alliance. Search retargeting allows marketers to target and customize display advertising based on users’ keyword queries on search engines such as Google and Yahoo!. This combination of search marketing and display advertising provides a powerful new tool for reaching users with relevant messaging as they browse the Internet. Search retargeting compliments 24/7’s full range of targeting options, which include behavioral targeting, contextual targeting, geo-targeting, and traditional retargeting. No other online advertising network offers marketers a wider range of targeting options.
The search retargeting process begins with users’ initial search queries on any major search engine. Users who click through the text ads corresponding to their search can then be retargeted via display advertising on all the websites comprising the Global Web Alliance. The display ad creative can be modified dynamically based on the keyword or keyword group that was originally queried. This new retargeting option allows advertisers to reach only those users who are potential customers, with a message that is relevant to their search queries. Search retargeting keeps end-users engaged with more personalized, relevant advertising experiences, leading to higher click-through rates and conversions.
"Search retargeting offers marketers the ability to link display campaigns with search, an important step in providing integrated advertising strategies that take advantage of the Internet’s vast reach and targeting potential," said Brian Lesser, Director of Product Marketing, 24/7 Real Media, Inc. "Techniques like behavioral targeting and demographic targeting give advertisers a better idea of what users might be looking for, but search retargeting allows advertisers to serve ads based on what they know a particular consumer is interested in buying."
Search retargeting is available to advertisers on the Global Web Alliance, 24/7’s network of over 950 sites serving advertising impressions in hundreds of countries across the world. As part of this new capability, 24/7 will offer consolidated search and media performance reporting, allowing for more sophisticated optimization and greater accountability. 24/7 is already managing search retargeting campaigns for clients in North America, Europe, and the Asia/Pacific region. Results have shown a marked increase in display advertising click-through and conversion rates, as well as increased brand recognition. In order to measure the potential effectiveness of search retargeting in brand campaigns, 24/7 is offering a limited number of third-party research studies and has selected the AdIndex® approach from leading marketing research company, Dynamic Logic.
“Marketers have seen the tremendous potential of digital advertising and will continue to shift resources from offline media to digital media,” said David J. Moore, CEO of 24/7 Real Media, Inc. “As this transition occurs, marketers will look for partners that can help them across all digital media – from search marketing, to display advertising, to mobile and digital television. Our goal is to provide integrated services and technologies to help marketers reach the right consumer in any digital medium in any part of the world. Search retargeting is the latest in a series of innovations designed to realize that goal.”
About 24/7 Real Media, Inc.
24/7 Real Media, Inc. a WPP company, is the leading global digital marketing company, empowering advertisers and publishers to engage their target audiences with greater precision, transparency and ROI. Using its award winning ad serving, targeting, tracking and analytics platform, powerful search marketing capabilities and global network of specialized Web sites, the company has turned the art of reaching audiences across virtually any digital medium into a measurable science. The company is headquartered in New York, with 20 offices in 12 countries throughout North America, Europe and the Asia Pacific region. For more information, please visit www.247realmedia.com.
24/7 Real Media: The Science of Digital Marketing.
24/7 Real Media is a member of the NAI and adheres to the NAI privacy principles that have been applauded by the FTC. These principles are designed to help ensure Internet user privacy. For more information about online data collection associated with ad serving, including online preference marketing and an opportunity to opt-out of 24/7 Real Media cookies, go to: www.networkadvertising.org.
For more information on 24/7 Real Media, Inc., please contact:
Stephen Sumner
Weber Shandwick
Telephone: 212-445-8475
Email: ssumner@webershandwick.com
