Many advertisers have already identified their hot spots from their customer file, Claritas Prizm clusters or other data sources
San Mateo, CA (PRWEB) July 13, 2010
ClearSight Interactive has expanded its audience targeting suite to enable more brand marketers to heavy-up their Internet display advertising in neighborhoods where more people are buying or are more likely to buy their product categories. Unlike their ClearProfile data selects where Advertisers use the offline demographics and purchase propensities provided by ClearSight's data partners, Advertisers can now provide their own list of best Zip+4 codes for ad targeting.
"Many advertisers have already identified their hot spots from their customer file, Claritas Prizm clusters or other data sources," said Tom Alison, CEO of ClearSight Interactive. "Now, they can simply provide a list of Zip+4 codes, and we will direct their display ads only to people in those areas."
ClearSight does not use online behavioral targeting data collection techniques that track web surfing patterns. Instead, ClearSight models IP Address geo-locations to neighborhoods through proprietary technology verified by self-submitted permission-based website registration data. Introduced in 1963, ZIP was an acronym for Zone Improvement Plan to make mail delivery more efficient. The basic format of five numerical digits was extended to ZIP+4 code in the 1980s for a more precise neighborhood location than the original ZIP code alone could provide.
"Now these zone improvements can be made to online advertising for many products and brands through traditional neighborhood clustering techniques that have been utilized offline for years," noted Tim Daly, SVP of Marketing Operations and co-founder of ClearSight Interactive. "Current geo-based targeting solutions excel at targeting the DMA or MSA. Beyond that targeting level, they really fall flat and are not terribly useful for audience targeting. Our modeling efforts have effectively triangulated geo-location to the most precise levels in the industry. With ClearSight's Zip+4 Targeting, marketers can now overlay online advertising onto their physical product distribution plus get mass reach into the very neighborhoods that have the most prospects with a high likelihood of product interest, usage and purchase."
Campaigns using either ClearProfile audience targeting or ClearSight's Zip+4 targeting can access billions of monthly impressions through real-time buying exchanges and ad networks as well as premium publisher inventory. Ads can be served from LucidMedia's demand-side platform (DSP) and implementation on additional platforms is underway.
About ClearSight Interactive
ClearSight Interactive utilizes proprietary technology and data to provide a comprehensive range of audience targeting solutions for both advertisers and publishers. ClearSight Interactive is privately held, with headquarters in Foster City, CA and offices in New York and Philadelphia. http://www.clearsightinteractive.com