Latest Trends in Audience Segmentation

Why publishers need more than "cookie cutter" research

NEW YORK, Feb. 21, 2012 /PRNewswire/ -- Crowd Science (www.crowdscience.com) has completed new research on consumer branding, identifying potential audience and targeting buyers for advertisers. Crowd Science is the creator of CITRUS™, and is thus calling the primer on digital publishing an "Orange Paper." Tomorrow, at the AlwaysOn conference, CEO Corey Leibow will present key features of the CITRUS platform at 10 a.m.

Consumer Intent: Traditional Behavioral Targeting and click measurement is ineffective. Eight percent of users on the Internet account for 80% of all ad clicks. Contextual Targeting: Such as how Amazon engages shoppers, uses cookies to create powerful data-mining engines to track consumers. Retargeting: Gathering individual browsing habits from site visitors and then using the ubiquity of ad networks to 'follow' those visitors virtually wherever they go online. Audience Segmentation: Direct engagement with visitors provides publishers the freedom to find out anything about a user.

"The advancements in the demand side eco-system have driven publishers' CPM's lower," says Leibow. "Media buyers and advertisers believe they can find a similar audience on the open market for far less, and bypass the publisher's higher priced ad inventory entirely by purchasing 'third party' data or remnant and run-of-site space for pennies on the dollar."

Crowd Science has shown it can further pinpoint a larger group of targeted consumers by employing strategic surveys and machine-learned publisher data. The CITRUS platform affords "first party" data gleaned from the publisher's own readership. The information is extrapolated across a much more extensive audience-set to better focus on consumers that are more likely to be moved into the highly valued brand consideration segment where they are more likely to act.

Crowd Science researchers are pioneers in identifying consumers beyond using the cookie mining technology that has raised privacy concerns for the consumer. It does not collect personally identifiable information. Thus Crowd Science "calls out its competition" to better understand audience.

"Publishers need audience segmentation now to understand buyer motivations," says John Martin, Crowd Science co-founder. "Crowd Science is leading the way in providing accurate and relevant information to the publishing sector, opening the door for publishers to take back control of the advertising / marketing of their brand rather than watching on the sidelines as ad agencies control the revenue."

Martin said: "On-line publishers are facing a dilemma, experiencing declining CPM's and a lack of new sources of revenue. They have little control over their audience assets and less knowledge about who [the visitors] they are reaching. It becomes more difficult to maximize their ad dollars over time, which Crowd Science has remedied," he added.

OnMedia, the organizer of the AlwaysOn conference, has recognized Crowd Science as a "2012 Company to Watch."

Publishing Executive magazine recently noted: "Crowd Science helps online publishers solve the Data Catch-22."

Contact:
Mike Smith, Michael Smith Business Development
PR Representative for Crowd Science, San Jose, Calif. and New York
mike@msbdinc.com
703-623-3834

More:
Crowd Science Releases "Orange Paper" on Digital Publishing