WhitePages.com, the leading provider of free online residential directory assistance services, debuted its In-Market Targeting service to help deliver segmented audiences to advertisers.
The Seattle marketer's technology lets advertisers target display ads to consumers actively searching WhitePages.com's business listings in an individual category. The segments range from the broad to the narrow, from travel to auto dealers.
Behavioral targeting specialist Revenue Science Inc. is providing the proprietary technology to support In-Market Targeting.
Using In-Market Targeting, ads will be served during the consumer's initial search and over a particular period of time on subsequent visits, based on the category or segment.
National advertisers also can pair the technology with geo-targeting parameters – keywords like city, state or ZIP code – to deliver offers or promotions unique to the location of the consumer's computer.
WhitePages.com cited research from Knowledge Networks/Statistical Research Inc. that claims 86 percent of consumers who search business listings ultimately make, or are more likely to make, a purchase.