Meebo Acquires Mindset Media to Augment Ad Relevance

  |  February 8, 2011   |  Comments

Ad tech firm brings psychographic targeting to Meebo's existing offerings.

Content-sharing and chat platform Meebo has acquired psychographic ad targeting firm Mindset Media. The deal is an attempt to increase the relevance of the ads Meebo serves to its users, and extract more revenue from advertisers as a result.

Operating in a similar fashion to behavioral data providers such as BlueKai, Mindset Media attempts to construct profiles and target ads based on a user's personality type, rather than - or in addition to - behavioral or demographic data.

"Just knowing a user's age, income, and the fact that they're in market for a car isn't going to predict whether they're an Audi or BMW buyer," explained Meebo COO Martin Green. "An Audi might appeal more to a creative personality, and a BMW to more of a performance mindset. If you can understand the person, you can choose which ad to serve."

The technology will be integrated with Meebo's existing advertiser offerings, which have been pitched largely to big brand display advertisers to date. The company hopes the integration of another layer of targeting data will increase user engagement with its existing ad formats, which include toolbar-based units installed on over 8,000 sites.

According to Green, trials conducted with Mindset Media's technology resulted in a 30 percent lift in user response rates for brand-focused marketers. Meebo charges advertisers on a cost-per-engagement basis, meaning that uptick in user interaction should ultimately generate greater revenue for the firm.

Meebo has also invested in direct response offerings, Green said, though it remains to be seen what impact psychographic data might have.

A third of Meebo's ad revenue now comes from direct response advertisers, and investment in those offerings was made in part to help fill inventory following rapid audience expansion, Green said. The company's products reach a monthly average of 76 million U.S. users, according to comScore data, and it secured $27.5 million in new financing in December.

Following its integration with Meebo, Mindset will continue to serve third-party clients, which include numerous CPG advertisers. Previous Meebo advertisers have included LG, Starbucks, Sony, and Kellogg's.

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Jack Marshall

Jack Marshall was a staff writer and stats editor for ClickZ News from 2007 until August 2011. 

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

Jobs

    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Fort MillWe are looking for a talented Internet Marketing Campaign Manager to join the...
    • Online Marketing Coordinator
      Online Marketing Coordinator (NewMarket Health) - BaltimoreWant to learn marketing from the best minds in the business? NewMarket Health, a subsidiary...
    • Call Center Manager
      Call Center Manager (Common Sense Publishing) - Delray BeachWanted: Dynamic Call Center Manager with a Proven Track Record of Improving Response...