With Marketers Increasingly Seeking Data to Improve Ad Campaign Performance, V12 Group Announces New Partnership With eXelate

Proprietary PYCO targeting adds unique insights which improve audience targeting and campaign performance

Mar 27, 2012, 09:00 ET from eXelate

RED BANK, N.J., March 27, 2012 /PRNewswire/ -- V12 Group, Inc. (www.v12group.com), a leading provider for offline consumer audience data announces a strategic partnership with eXelate (www.exelate.com), the leading data and analytics engine powering optimal digital marketing decisions. This partnership enables agencies and advertisers to access V12 Group's audience-specific consumer data for online display and video targeting at scale.

"We help marketers drive digital results through audience targeting, and increase campaign response rates by 20-30%," said Kelly Leger, VP of Digital Service, V12 Group. "Our partnership with eXelate will enable our clients to access additional V12 Group audience segments, across any media distribution channel, to further improve the performance of their online advertising campaigns."

Advertisers working with V12 and eXelate can utilize the V12 Group's proprietary data set, PYCO, a highly targeted personality profiling data set based on Meyers Briggs 16 distinct personality types. The PYCO profiles provide rich descriptions of the target market and deep insights into the messages that motivate prospects to act: buy, subscribe, vote, contribute, etc. The personality profiles and predictions come from PYCO's unique intelligence algorithm model, which took seven years to perfect.

For example, an advertiser targeting water sports enthusiasts utilized PYCO profiling and discovered that a 'back to nature' positioning was more effective than their previous 'action-adventure' positioning, which resulted in an 18-100% improvement in campaign performance.

"Our role is to deliver better performing media that has the power to turn browsers into buyers and buyers into brand advocates," said Julia Casale, CMO, Casale Media. "The integration of V12 rich offline audience data with eXelate's proprietary online audience data allows us to offer our clients scalable audiences that deliver improved campaign results and drive media performance."

Advertisers can choose from nine distinct V12 Group audience categories, including, but not limited to Demographic, Sports and Fitness, Lifestyle and Travel. Within the nine categories, advertisers can select from over 300 privacy-compliant segments to create high-level branding campaigns, and niche-focused direct response campaigns.

"As the largest, most trusted data source in digital marketing, we strive to bring high quality, scalable data sets to online marketers," said Damian Garbaccio, CRO of eXelate. "Our alliance with the V12 Group and their unique PYCO predictive personality methodology is another step toward helping marketers make optimal marketing decisions through online data. We're thrilled that the V12 Group selected eXelate's platform as the technology backbone for their data-driven marketing strategy, and look forward to expanding the distribution of V12 Group's robust data suite."

"Together, V12 Group and eXelate provide digital advertisers a precise, scalable and easy-to-use solution to target display ads against their ideal audiences," added Kelly Leger, of the V12 Group. "We're excited to partner with eXelate, such a forward-thinking provider of data management and insight. This alliance will not only give online marketers easy access to the wealth of data V12 Group offers, but also allow them to create the most targeted and effective audiences for their campaigns."

About V12 Group
At V12 Group, we turn offline consumers into targetable audiences. We map offline demographic, lifestyle and purchase data into privacy compliant data segments. With nine distinct audience categories and over 300 segments, V12 Group can help you reach the most relevant audience for any consumer-focused campaign. Our unique blend of the most accurate and up-to-date data, combined with our wide reach has increased ROAS for both brand and direct response campaigns alike.

­About eXelate
eXelate provides data and insight on online purchase intent, household demographics and behavioral propensities that enable digital advertisers to make optimal marketing decisions. Through the collection of directly measured online data and distribution partnerships with information leaders such as Nielsen, Nielsen Catalina, MasterCard Advisors, Bizo, and more, eXelate makes online, offline, and custom modeled data sets actionable across 350M online consumers worldwide. eXelate's proprietary maX data™ - customized audiences built for advertisers based on first and third party data - delivers 2x campaign performance as compared to standard data sets. As members of the NAI, IAB, trustE, Council for Accountable Advertising, OPA and Evidon's Open Data Partnership, eXelate is a leader in privacy compliant advertising practices.  For more information, please visit http://www.exelate.com.

For more information:

Uriah Av-Ron
PR for eXelate
e: pr@exelate.com
t: (646) 755-6120

Alix Abbamonte
PR for the V12 Group
e: Alix@pacepublicrelations.com 
t: (203) 613-5642

SOURCE eXelate