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The Ideal Network is an advertising sales network that connects advertisers with elusive ‘conscientious consumers’ – those consumers who bring their values into their purchasing decisions. The conscientious consumer is one who might intentionally not gas up at certain stations and who buys organic produce as it is better for their children and their planet.
The conscientious consumer market is increasing in number and buying power (especially as the Gen Ys acquire credit cards and a conscience). And companies are taking notice, as evidenced by the wealth of new green, fair trade, and socially responsible products entering the market. But there is a chasm: this conscientious consumer market is highly fragmented and there are no targeting tools to reach them. Therefore advertisers find it "not worth their time." Until now.
The Ideal Network de–fragments this market, and cost–effectively allows advertisers to cross this chasm, connecting to the conscientious consumer by aggregating specific media buys from the myriad of online locations – whether environmentally–friendly sites, conscientious content areas or even broad-reaching portals. Behavioral targeting technology allows The Ideal Network to identify and reach far for those conscientious consumers.
Online publishers will join this network today to maximize their revenue potential and effortlessly sell their advertising inventory. By 2006, the network will be expanded to include print media.
Advertisers from Honda Hybrids to Whole Foods to Aveda will now have a one-stop shop where they can reach this specialized and powerful audience.
Not only is this a good idea, it’s good for the world.
In honor of creating a sustainable economy,
Heather Stephenson & Jennifer Boulden