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Q Interactive Launches Predictive Behavioral Advert Network

By Andrew Redfern @ 3rd September 2008 1:43 pm

Q Interactive, a leading digital marketing provider, today announced the launch of a new display advertising network solution that offers innovative, next-generation predictive behavioral targeting.

Powered by Q Interactive’s proprietary targeting engine, the TrueConversion Engine(TM), the new display service uses a combination of offline data and online self-reported geo-demographic, behavioral and transaction-based data to proactively predict which consumers are most likely to respond to an advertiser’s banner and rich media ads.

“Most behavioral targeting in the marketplace is really just contextual re-targeting — delivering a female-oriented ad to consumers who have visited a women’s lifestyle site, for instance,” said Matt Wise, president and chief executive officer of Q Interactive.

“This approach is not much more advanced than an ad exec in the 1950s placing a detergent or diapers ad in Family Circle. What differentiates Q Interactive’s behavioral targeting is that it’s proactive rather than reactive; we use a wealth of
online and offline data to proactively predict the consumers most likely to respond to a given ad.”

In addition, Q Interactive’s data stands apart in the industry as well. The company’s transaction-based behavioral data, for instance, is garnered from consumers’ actual responses to advertiser offers across multiple touch points — Q Interactive’s three network service lines, registration path-lead generation, email and now display.

Further, Q Interactive’s
geo-demographic data is self-reported, which is more accurate in predicting response than the inferred data used by other networks, which, for example, may assume a consumer is a man because he or she has visited a sports-oriented site.

The new display solution joins Q Interactive’s industry-leading registration-path lead generation and targeted email solutions to round out the company’s service offering for advertisers and publishers in the company’s targeted advertising network, The Q Network. “The addition of display to our suite or products provides Q Interactive with a vital tool to better achieve the main objectives of any brand: strengthening brand marketing and customer acquisition,” commented Wise.

“We’ve been pleased with Q Interactive’s ability to drive high click rates for the Strawberry Shortcake online campaign,” said Heather Fuller, senior media planner at Torque FKM, an interactive agency retained by American Greetings Properties to help promote the iconic Strawberry Shortcake brand online. “We feel Q is a good fit to reach the program’s target audience of moms with young kids and we look forward to future programs with them.”

For publishers in The Q Network, the addition of display to the company’s current registration path-lead generation and email solutions adds another layer to monetize their entire consumer experience. In addition, Q Interactive’s advanced targeting capabilities will help them maximize the value of audience members they may not have been reaching, as well as unsold or underperforming areas of their Web site.

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