SALT LAKE CITY, UT--(Marketwire - Jun 13, 2011) - mediaFORGE, an innovator in personalized retargeting and creator of the engagement-based retargeting model, today announced results of a case study in partnership with Karmaloop.com, the world's largest online apparel retailer of streetwear fashion. The study, which utilized mediaFORGE's retargeting platform and was conducted over a period of 30 days, served personalized, interactive display ads to three segments of Karmaloop.com site abandoners. One control group was served gender-neutral ads while the other two groups were served gender-specific ads to determine the effectiveness of gender-based messaging.
The results of the study showed that, not only were gender-based ads two times more effective at driving traffic back to the site than gender neutral ads, but that men were much more likely to return to the site to purchase. In addition, the study found:
- Ads targeting men generated over five times more revenue than gender-neutral ads
- Ads targeting women were clicked two times more and generated just under five times more revenue than gender-neutral ads
- Clicks on male-targeted ads converted to sales at triple the rate of gender-neutral ads, while clicks on the female-targeted ads converted at double the rate of gender-neutral ads
- Ads targeting women are clicked more often, but convert to sales at a lower rate compared to the ads targeting men
Overall, the addition of gender-specific ad delivery to the mediaFORGE retargeting program increased efficiencies for Karmaloop.com by 35%.
"The results of this study are not only important for our clients, but for the future of display media, especially retargeting," says mediaFORGE CEO Tony Zito. "By serving highly personalized ads and evaluating performance not just by clicks or view-throughs, but by measuring the conversion to sales, we're able to work with our clients to create the most valuable ad buys that speak directly to their customer base."
"We are excited to take part in this pioneering case study in retargeting," says Natasha Chu, Director of E-Commerce and Digital Marketing of Karmaloop.com. "Working closely with a partner like mediaFORGE, who is a leader in retargeting, allows us to innovate together to create solutions that maximize our online advertising spend with impressive results."
About mediaFORGE
mediaFORGE delivers targeted online advertising that is relevant, engaging, personalized and optimized with real-time data to help marketers generate higher conversion rates and greater return on investment. mediaFORGE is the only online advertising company with a business model that charges customers for the ads that effectively engage consumers and lead to conversions. Marketers pay according to measured engagement and sales, rather than impressions and risk is low with the pay-for-performance price structure. Based in Salt Lake City, Utah, mediaFORGE is backed by Prospector Equity Capital and Gazelle Investments. For more information, visit http://www.mediaforge.com.
About Karmaloop.com
Karmaloop.com is a multi-platformed web retailer specializing in global underground fashion. The Karmaloop family of sites includes online retailer Karmaloop.com, Internet TV station KarmaloopTV.com and time-sale site PLNDR.com. Since its creation in 2000 by streetwear enthusiast Greg Selkoe, the site has evolved from a one-man-show into the largest and most successful streetwear retailer online. Karmaloop receives 4.5 million monthly unique visitors comprised primarily of the highly sought after young influencer demographic, made up of male and female alpha-consumers and key influencers within the age range of 14-35. In November 2007, Karmaloop launched KarmaloopTV, the first online channel catering to streetwear/Verge Culture. In a short time KarmaloopTV has become a wildly popular destination to view Karmaloop created content on many facets of cutting edge youth culture. Karmaloop is a community of style who provides a daily, interactive dose of the people and movements fueling and shaping street culture.