“Our ability to make ads more relevant by customizing them based off social media expression allows us to target against very unique data sets, which creates a massive opportunity for advertisers," said Kathy Leake, president of LocalResponse.
New York, NY (PRWEB) May 25, 2012
LocalResponse today announced the launch of its Intent Targeted advertising product; a ground-breaking new way for brands to connect with consumers based on real-time social media expression.
Now, for the first time, brands in nearly any industry, from fragrance, to food and beverage, or automotive, can serve up display ads specifically to consumers that have expressed interest in the brand via public social media channels such as Twitter, Facebook, Pinterest and Foursquare.
“Our ability to make ads more relevant by customizing them based off social media expression allows us to target against very unique data sets, which creates a massive opportunity for advertisers to achieve engagement on campaigns that are in many instances two or three times greater than any campaign they’ve been able to run before,” said Kathy Leake, president and co-founder, LocalResponse.
How Intent Targeting Works:
Through its ad display platform, LocalResponse is able to mine public social media channels to find consumers who have expressed interest in a particular brand or lifestyle associated with the brand. LocalResponse then delivers that brand display ad specifically to those consumers who match the criteria of public intent. For example, a ‘tweet’ from a user saying they are looking to trade in their BMW X5 could result in an Audi Q7 banner ad appearing on that same consumer’s desktop.
For the first-time ever, digital banner ads can be effectively displayed based on brand-specific or general sentiment expressed by social media users in real-time from nearly anywhere --- whether audiences are checking-in from Foursquare via their mobile phone or sending a message via Twitter while at home on their PC.
Intent targeting solves a major problem for the multi-billion dollar digital online display advertising market that has suffered from poor targeting capabilities and lackluster contextual offers. By providing a unique opportunity for brands to effectively listen to consumer expressions via public social media channels and mine interest-based keywords, brands can now tailor products and services to those needs.
Brands and advertisers looking to improve results from campaigns and the ability to target consumers based on intent, may visit http://www.localresponse.com or send an email to contact(at)localresponse.com.
LocalResponse launched its first retargeting campaign product late last year based on Twitter check-ins and has already generated impressive results from big-name advertisers such as General Motors, Aveda, and Coca-Cola to name a few. The company’s web retargeting ad network is now able to mine unique data sets across any number of public-facing social media sites, allowing any merchant to target a social media user’s behavior such as check-ins, status updates, photos, tweets, retweets, as well as location-based “intent.”
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LocalResponse is the first platform to help marketers respond to “real-time consumer intent.” The company currently works with more than 75 advertisers, reaching the mobile phones and desktops of a combined 100 million unique users in the U.S. alone. Based in Chelsea in NYC, LocalResponse is co-founded by digital advertising pioneers Nihal Mehta (founder of ipsh!, which sold to Omnicom in 2005, and early investor in Admob), Kathy Leake (co-founder Media6Degrees), and Michael Muse. LocalResponse is backed by Cava Capital, Vodafone Ventures, Verizon Investments, Metamorphic Ventures, Extreme Venture Partners, Jim Pallotta and others.