March 2, 2004
Belo Interactive's targeted advertising campaign produces higher response rate and higher average dollar sale for retailer
Dallas, TX -- Belo Interactive, the Internet subsidiary of Belo Corp. announced today that a targeted online campaign for a national clothing chain achieved higher average sales per shopper than non-targeted campaigns.
Running on the Belo Interactive network (representing more than twenty web sites including DallasNews.com in Dallas-Fort Worth, KMOV.com in St. Louis, King5.com in Seattle, and PE.com in Riverside, CA. among others,) the online campaign was designed to drive traffic to the advertiser's web site by promoting a sale and free shipping for all online orders of a certain amount.
Through a consumer registration process, Belo Interactive is able to gather basic demographic information from each site visitor, such as gender. Using TACODA Systems' Audience Management System software, Belo targeted females who visited any site within the Belo Interactive network. This targeted advertising produced a higher response rate and a higher average dollar sale than any of the traditional, general online portal/network buys due to the female targeting parameter. The average sale for each shopper was dramatically higher than any comparable non-targeted campaigns.
"TACODA continues to prove that online ads served to visitors who have a proven affinity for the marketer's product or service, outperform non-targeted advertising," says Eric Christensen, vice president and general manager of Belo Interactive. "Targeting an advertiser's message to a specific audience has worked for Belo Interactive with auto dealers, vacation brokers, real estate dealers and now, with this major national clothing retailer."
Belo Interactive, the Internet subsidiary of Belo Corp., last year installed TACODA Systems' Audience Management System, giving its 34 web sites such as KING5.com in Seattle, WA; projo.com the web site of The Providence (CT) Journal, and KMOV.com in St. Louis, MO the ability to track and measure online audience demographic and geographic information, behavioral patterns and visitation trends. By integrating Belo Interactive's customer registration database with TACODA Systems' AMS, Belo Interactive sites can qualify audience value to national and local advertisers and create custom, targeted advertising campaigns that deliver a specific message to a defined audience segment.
"Belo Interactive is far out in front of its competitors in developing behavioral-based audience segments," says TACODA CEO Dave Morgan. "It will continue to reap the rewards that being a first mover can bring."
About Belo Interactive
Belo Interactive is part of Belo Corp., one of the nation's largest media companies with a diversified group of market-leading television, newspaper, cable and interactive media assets. A Fortune 1000 company with approximately 7,900 employees and $1.4 billion in annual revenues, Belo operates news and information franchises in some of America's most dynamic markets and regions, including Texas, the Northwest, the Southwest, Rhode Island and the Mid-Atlantic region. Belo owns 19 television stations (six in the top 15 markets) reaching 13.8 percent of U.S. television households; owns or operates 10 cable news channels; and manages one television station through a local marketing agreement. Belo's daily newspapers include The Dallas Morning News, The Providence Journal, The Press-Enterprise (Riverside, CA) and the Denton Record-Chronicle (Denton, TX). Belo Interactive's new media businesses include more than 30 Web sites, several interactive alliances and a broad range of Internet-based products. Additional information, including earnings releases, is available online at www.belo.com.
TACODA Systems helps publishers sell more ads for more money. Its software is not only the first mover in its space, it is the market-leading product. TACODA is producing real revenues from real customers.
Nearly 50% of all US Internet users visit TACODA-enabled sites each month. TACODA has 15 customers, all Fortune 1000 businesses, and include 7 of the top 20 newspaper companies in the US. Clients include: The Toronto Star, iVillage, The Weather Channel's Weather.com, The McClatchy Company, CondeNet, Media General, Landmark, Tribune Interactive, E.W. Scripps Company's Scripps Networks, Hollinger International, Morris Communications Company, USATODAY.com, Belo Interactive, Inc., Hearst Corporation, McGraw Hill and Advance Internet.
Vice President of Audience Development and Management
George H. Simpson