- Scenario A: Carrot-stick Moms (Mothers who care about healthy food options and convenience) Attitudinal Targeting is 260% more effective than demographic targeting at reaching this audience. Advertising Objective: A fast food restaurant wanted to increase awareness of their new healthy menu options. Intention is to reach Moms who like the convenience of fast-food restaurants but are seeking healthy options, and are social influencers who may help spread awareness with their family and friends.
- Scenario B: Carbon Emissions Bandits (Opponents of carbon emissions legislation) Attitudinal Targeting is 430% more effective than demographic targeting at reaching this audience. Advertising Objective: An energy organization sought to raise awareness of the potential negative economic impacts and job losses that might result from carbon emissions legislation. Intention is to identify and further educate opponents of carbon emissions legislation.
- Scenario C: Health Enthusiasts (People who are focused on personal health) Attitudinal Targeting is 150% more effective than demographic targeting at reaching this audience. Advertising Objective: A brand wanted to advertise its premium-positioned mouthwash to raise awareness of an improved plaque-fighting formula. Intention is to reach the maximum target audience of those predisposed to buy premium brand products and services and who are focused on personal health.
'The above advertising examples clearly show that Resonate's Attitudinal Targeting offers a more precise method of effectively reaching specialized audiences with audience-specific messaging. While demographic targeting has merit in further refining attitudinal profiles, as a standalone targeting tool it remains too limiting for sophisticated brand advertisers,' Said Gernert. Resonate Methodology Resonate's patent-pending online research methodology combines the best proven market research techniques with newly developed online methodologies. Resonate performs continuous, large scale waves of online survey research, which is integrated with numerous data sources providing online behavioral data, purchase behavior and a vast array of other audience characteristics. About Resonate Resonate is an online ad technology company offering advertisers an entirely new approach to targeted audience delivery - Attitudinal Targeting™ - based on attitudes, values and beliefs. Resonate's proprietary methodology and patent-pending Quality Visitation Indices™ (QVI™) enable advertisers to define rich audience profiles from a combination of more than one thousand attitudinal and traditional attributes. As a result, advertisers are able reach and engage the right audience at a deeper, more enduring level than traditional online targeting. For more information please visit www.resonatenetworks.com.