According to a recent Vizu study, 6 percent of brands and 16 percent of advertising agencies "strongly believed" that the data they were receiving from media sellers would help them reach their intended audiences. Thirty-four percent, however, believed that the data they received included too many irrelevant data variables and that more relevancy is needed in the data methodology in order to drive the success of future campaigns.
Semcasting's IP Audience Zones is a unique service that hones in on the same demographic and life stage-targeting tactics that many advertisers are asking for, but rather than relying on a sampling of statistics provided by behavioral pixel tracking, it provides concrete metrics backed by hundreds of data variables, as well as demographic and psychographic look-alike models that span the entire online audience. IP Audience Zones provides ad attribution to the click-through events based on IP address data, which marketers can then run through Semcasting's MARKETmatrix tool to help compile location-based data on each unique web visitor. This type of thorough analytical approach based on relevant and attributed data may address the call of the 57 percent of respondents who said it was "very important" that advertisers rely on their own data to fuel their campaigns and invest in the necessary technology to acquire it.
Ray Kingman