inMarket Expands Audiences Segmenting Product in Bid to Fix Programmatic Location Accuracy
In-store advertising vendor inMarket is expanding its offerings to agency trading desks this morning, with the announcement that it’s opening up its Audiences segmenting product as a self-service solution. Beginning today, agency bid desks will be able to use inMarket’s reservoir of first-party location data to enable hyperlocal targeting.
Frankly Launches Audience Targeting Platform for Local Sales Teams
Local media companies are getting a new way to scale their digital campaigns and more precisely target audience segments. Programmatic ad-buying platform Frankly has announced the launch of an audience extension solution, which expands the number of ways and places where local publishers can reach defined audiences.
xAd Introduces Pay-for-Performance Model, Guaranteeing Offline Store Visits
Location intelligence company xAd today launched a new media buying model called “Cost Per Visit,” which is intended to ensure offline visits at stores by customers — and offer better ROI for brands. Marketers who use “Cost Per Visit” only pay when targeted customers physically go to a store after seeing a mobile ad.
5 Tools for Buying Local Ads in National Publications
By placing localized ads in national publications, smaller businesses and national chains with physical locations can cut down on wasted spending and ensure their ads are only being seen by consumers in the markets they serve. At the same time, these businesses are getting access to high-quality publications for a tiny fraction of the typical cost.
Understanding the Context of Local Advertising’s Supply and Demand
The current election cycle, if nothing else, has demonstrated the importance of context in the supply and demand of local media. In this type of market, the early bird gets the worm. Consumer brands are learning this lesson the hard way and getting shut out of local opportunities that otherwise might have been available.
Ad Tech, Local Media and the 2016 Political Campaign
In this year’s presidential campaign, news and information consumers can be reached via a wide range of channels, and media buys can be executed in milliseconds. Now that local inventory has joined this channel, political camps have the ability to execute local campaigns on a massive scale.
NinthDecimal Partners with TiVo to Measure TV Advertising’s Real-World Influence
In today’s digitally-focused advertising climate, overlooking TV’s influence is easy. It still accounts for the largest share of U.S. media spending, but with marketers increasingly focused on generating hard metrics-based ROI for every aspect of their campaigns, the challenge has been tying TV’s impact to real-world business results. With the launch today of a TV measurement solution in partnership with TiVo, NinthDecimal is banking on TV becoming a bigger piece of the ROI puzzle.
NinthDecimal’s Staas: Programmatic Will Become a Strong Opportunity for Small Business Owners
“One of the challenges is a lot of the tools around the ecosystem have not really been built to scale for the small business owner, and they still require a lot of sophistication in understanding how to buy and sell media. The opportunity is in looking at how some of these platforms are evolving. I think programmatic will become a very strong opportunity for the small business owner,” said NinthDecimal president David Staas about shifting trends in location-based marketing and audience targeting.
How Hearst Newspapers Became the Leader in Its Peer Group
Under president Mark E. Aldam, Hearst Newspapers is going full bore on digital, creating in-house digital marketing services and betting big on programmatic advertising. In our interview, Aldam explains how Hearst has become a top performer in the still financially challenged newspaper industry.
Why the Creative Director of the Future Stands at the Crossroads of Marketing, Tech, Product, and Ads
Think of the evolving creative director as a technological and marketing pentathlete, a dynamic force who’ll need to satisfy more than just the traditional advertising imperative. Envision a product-strategy role; that is the model to come.