Study shows behavioral targeting can outperform run of site advertising by 193%

NTT DoCoMo Campaign on FT.com demonstrates effectiveness of behavioural targeting strategy

New York - Revenue Science, Inc., the leading provider of behavioural targeting for more than 80 percent of top online advertisers, and the Financial Times announced today that the behavioural targeting component of an NTT DoCoMo campaign run on FT.com generated significantly better results?some nearly 200 percent better?than run-of-site ads.  NTT DoCoMo is the world's leading mobile communications company serving more than 50 million customers in Japan. 

Dynamic Logic, an independent third-party marketing effectiveness research company, conducted the study on behalf of FT.com and NTT DoCoMo to measure the campaign's impact on awareness and brand attributes.  Results were most prominent in all key metrics such as Aided Brand Awareness, Online Ad Awareness and Aided Ad Recall.

"FT.com is a premium vehicle for companies like NTT DoCoMo who want to reach our audience of international C-level decision makers," said Shauna Monkman, VP of Global Online Advertising Sales for FT.com.  This technology allows us to target groups of people based on what they read rather than by the sections of the site they visit.  We are thus able to deliver larger numbers of our premium audience to clients and to customize targeted segments for specific advertising campaigns.  This study illustrates that behavioural targeting can be a valuable addition to any online marketing plan."

"FT.com came to us with the idea of using behavioural targeting to reach opinion leaders and business decision-makers that will be instrumental in growing our brand. The results speak for themselves," said Masanori Goto, Manager of International Public Relations, NTT DoCoMo. "Behavioural targeting can be an effective and high-performance tool in conveying our message to the right target groups. We are very much satisfied with the outcome of this campaign."

The primary goal of NTT DoCoMo's advertising campaign, which ran on FT.com from early September through to the end of November 2004, was to raise awareness of the brand among its key target audience, focused mainly on opinion leaders and business decision-makers with interest in information technology and telecommunications.  The ads were delivered to both an unqualified audience via run-of-site placements and to a highly targeted audience via Revenue Science behavioural targeting. Dynamic Logic conducted online interviews with those who viewed the ads and the results to a control group that did not see the ads.  Both groups were randomly sampled simultaneously while the campaign was live and in-market.

While those who viewed the ads expressed greater awareness than the control group, awareness of the behaviourally targeted audience was significantly better; an approximate 200 percent increase in Online Ad Awareness compared to the run of site audience.

Awareness Metrics
(Percentage of Awareness by Audience Type)
  Run of
Site
Behavioural
Targeting
Performance of
Behavioural Targeting
over Run of Site

Aided Brand Awareness

56.10%

79.00%

+41%

Online Ad Awareness

8.50%

24.90%

+193%

Aided Ad Recall

10.20%

28.40%

+178%

Note: Differences in performance between BT and ROS groups may also be due to differences in audience composition.
Source:  Dynamic Logic AdIndex Oct-Dec 2004 n=723

The second campaign objective was to raise the perception that NTT DoCoMo is the leading mobile telecommunications development as an operator. Again, the behaviourally targeted approach proved most effective in this case.  It increased levels of agreement with all brand attribute statements tested, with results from 45% to 83% better than run-of-site advertising.

Brand Attributes
(Percentage of Agreement with Statements by Audience Type)
  Run of
Site
Behavioural
Targeting
Performance of
Behavioural Targeting
over Run of Site

Company I am familiar with

22.40%

32.50%

+45%

Company with potential for growth

27.00%

45.10%

+67%

A leader in technology

29.00%

46.00%

+59%

Pioneer in field of mobile telecommunications

26.90%

49.30%

+83%

Reliable company

21.60%

32.70%

+51%

Innovative mobile phone operator

29.50%

45.80%

+55%

Note: Differences in performance between BT and ROS groups may also be due to differences in audience composition.
Source:  Dynamic Logic AdIndex Oct-Dec 2004, n=723

"These results are an important validation of the value that behavioural targeting brings to major, global brands who want to move offline dollars online," said Bill Gossman, president and CEO of Revenue Science. "We look forward to helping FT.com continue to deliver on the promise of behavioural targeting to global 1000 companies."

Further information

Shauna Monkman, VP Global Online Ad Sales, Financial Times New York
+1 212-641-6341 or shauna.monkman@ft.com

Notes

About the Financial Times

Financial Times is firmly established as one of the world's leading business information brands, internationally recognized for its authoritative, accurate, and incisive news, comment and analysis. Whether in print or online, the Financial Times is essential reading for the global business community. Printed in 23 sites worldwide, the Financial Times newspaper currently has a daily circulation of over 440,000 and a readership of more than 1.5 million people worldwide.  FT.com (http://www.ft.com) is one of the world's leading business information portals, and the Internet partner of the Financial Times. It combines agenda-setting editorial content with comment and analysis, relevant financial data, discussion groups, unique dossiers on key business people and a range of tools to search the web, manage a working day and seek out leisure opportunities.  FT.com has 3.6 million unique monthly users that generate over 59.6 million monthly page views.

About Revenue Science, Inc.

Revenue Science, Inc. is the leading provider of behaviorally targeted audiences for Web advertising. Revenue Science delivers the highest-quality audiences with the most effective reach, increasing revenue for publishers and efficiency for advertisers. The company makes behavioral targeting easy with Audience Search? technology to enable custom campaigns on the fly, powerful inventory management tools and performance-based pricing that eliminates risk.. Leading Fortune 500 advertisers in the automotive, technology, telecommunications, healthcare, real-estate, travel, and finance industries use behavioral targeting from Revenue Science. For more information, visit www.revenuescience.com.

About Dynamic Logic

Dynamic Logic is a leading Independent research company with expertise in marketing effectiveness.  Dynamic Logic's three main product areas are: AdIndex® to measure the branding impact of online advertising, CrossMedia ResearchTM for multi-media campaigns and MarketNorms®,an advertising effectiveness base.  Founded in 1999, the company is headquartered in New York City with offices in London, Chicago, San Francisco and Los Angeles.

http://www.dynamiclogic.com