Identify, Match and Target - Penton's Audience-Based Targeting Reaches the Right Individual, Audience or Company to Accelerate Marketing Programs

NEW YORK, Aug. 11, 2016 /PRNewswire/ -- Want to target new customers digitally? Penton, a business information services company, has the solution. Simply identify, match and target to connect to the individual, audience or company you want to reach.

Penton's audience-based targeting, known as Audience Extension, is as simple as 1-2-3.

1. The marketer provides Penton with the profile of people to reach such as individual, audience, company, position, title, geography, or buying power. 
2. Penton searches through its highly qualified database of nearly 20 million users in 16 different markets [http://marketing.penton.com/smartreach] for the profile targets. The professional business users in Penton's database are active, current and buying and have provided Penton with information about themselves by what they read, buy and their requests from Penton websites, newsletters, events, publications and promotions. 
3. Penton serves ads on its brand sites and/or can extend to those same individuals on brand-safe sites in the Penton network through an algorithm that makes sure ads are being served in the right context. Penton serves only one ad to a target per day. Penton also caps the number of impressions served to an individual and never "sprays" a page. Customers get analysis and results.

"Audience Extension is our form of programmatic ad buying that begins with a highly qualified audience. It's a proven solution that's sure to accelerate any marketer's results," said Joann Kropp, Vice President, Customer Data Solutions, Penton. "For example, we worked with a customer in the heavy equipment marketplace that was interested in reaching people to buy their transportation equipment. We identified and targeted an audience based on demographics and buying behavior through an email campaign. The results were exceptional. In head to head tests against other programmatic buys the Audience Extension click through rates outperformed the industry average."

To learn more about Penton's SmartReach™ Audience Extension, contact Joann Kropp at [email protected].

About Penton
Penton is an innovative information services company that empowers nearly 20 million business decision makers in markets that drive more than 12 trillion dollars in purchases each year. Our products inform with rich industry insights and workflow tools; engage through dynamic events, education and networking; and advance business with powerful marketing services programs. Penton is the way smart businesses buy, sell and grow

Headquartered in New York, Penton is privately owned by MidOcean Partners and Wasserstein & Co., LP. For more information, visit http://www.penton.com or follow us on Twitter @PentonNow.

Media Contact:
Kate Spellman
Chief Marketing Officer
Penton
212 204 4351
[email protected]

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SOURCE Penton

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