New 5-Step Service Program Helps Agencies Plan, Deploy and Measure Behaviorally Targeted Online Campaigns
NEW YORK (April 19, 2005) — Revenue Science, Inc., the leading provider of behavioral targeting for more than 80 percent of top online advertisers, announced today the launch of the company's new 5-Step Service Program for advertising agencies. The program is designed to help agencies capitalize on efficiency and effectiveness of behavioral targeting without learning any new systems or going through arduous planning and execution.
"Advertising, especially online advertising, is becoming more complex and specialized every day, and effective planning requires constant learning and education to remain competitive," said Alan Schanzer, Managing Partner, The Digital Edge/MEC. "More than ever, our clients are excited about the Internet and its unique ability to reach their audience more efficiently. The fact that Revenue Science is creating ways to shorten agencies' learning curve should directly translate into increased adoption of the new efficiencies the medium has to offer. This kind of service continues to outpace their competition."
The 5-Step Service is available to all agencies, and the entire service—from initial consultation to recommendation plan—works on a short, two-week schedule. The five steps begin with an initial session where the agency provides its campaign/marketing goals and is completed with a customized cost-and-reach efficient media recommendation that leverages behavioral targeting.
"There is a misperception in the industry that developing an effective behavioral targeting campaign can be difficult, especially for those who are not very familiar with it," explained Nick Johnson, SVP of business development and general manager of account strategy for Revenue Science. "More and more, agencies have been coming to us for help in devising plans and RFPs they can take to their clients and our publishers, so we decided to formalize this process to make it easier for them to incorporate behavioral targeting into their media buy. At the same time we believe that the simplification of our process will result in more business for our publisher partners."
According to the company, aligning campaign goals with measurement is a key to the program. "The volume of data in interactive advertising can make it difficult when it comes to measuring performance," said Johnson. "By having an initial dialogue about goals as well as the appropriate metrics to evaluate achievement of those goals, agencies can buy a campaign knowing that they will be able to focus on the right data and provide their client with a true assessment of the campaign performance."
Revenue Science will discuss its 5-Step Service Program today at the Digital Marketing Conference & Expo at a session with special guests including Shauna Monkman, VP of Global Online Advertising Sales, Financial Times; Aaron Cohen, CEO, Bolt.com; Alan Schanzer, Managing Partner, The Digital Edge/MEC; and David Rittenhouse, mOne Worldwide. The session takes place from 11:00 to 11:50 a.m. at the Metropolitan Pavilion, 125 w. 18TH St. in New York City.
"A self-service behavioral model just isn't feasible for agencies today. Our service stays with them every step of the way from creation to execution to results," said Bill Gossman, CEO of Revenue Science. "As the percentage of budget devoted to behavioral targeting grows, agencies have a greater stake in its effectiveness and our 5-Step Service will make their job easier, and help them deliver superior results to their clients."