Trading Desk Varick Media Management Announces Cross-Channel Offering For Radio, Mobile, and Location-Based
New York, NY (PRWEB) July 19, 2013 -- Trading Desk Varick Media Management (VMM) has released a “geographical buyout” solution marrying mobile, location-based, and IP-targeted display, video, and social for cross-channel audience targeting in geo-fenced locations.
VMM is known for its expertise in programmatic media buying, allowing advertisers of all sizes to achieve branding and direct-response campaign goals. The company currently purchases media across display, mobile, video, search, radio, location-based, and social channels by leveraging a deep technology stack and its self-built data management platform, The Lens.
The geographical buyout product touts synchronized audience targeting across mobile, digital and static location-based placements (e.g., display or pre-roll inventory in malls, airports, sporting venues, etc.), as well as Internet-streaming radio by IP targeting specific zip codes. VMM then serves the same add to selected audiences across all three channels for maximum exposure.
“VMM is a leader in the addressable media space, and we’re now able to purchase radio, location-based media, and mobile, combining it with desktop and tablet display. Bringing these channels together within the VMM platform offers a whole new perspective on cross-channel data and insights,” said Nancy Mullahy, CEO of Integrated Media Solutions.
The solution taps into the expertise of VMM’s data analysts who are able to employ the company’s data management platform, The Lens, to analyze audience cookies across all addressable media channels. VMM can feed audience insights across all three channels back to the advertiser, in addition to leveraging this information for campaign optimization.
“Advertisers tend to think of out-of-home and radio as traditional media channels, versus mobile which has been deemed the hottest and fastest growing channel in recent years. Here at VMM, we can apply our data-driven strategies to all three channels, creating outdoor takeover opportunities for advertisers and brands,” said Keith Gooberman, VP, Trading & Platform Operations, VMM.
About Varick Media Management
Varick Media Management (VMM) launched in 2008 as the first data-driven trading desk for agencies and brands. VMM’s skilled human capital leverages granular audience insights and real-time bidding through a multi-bid tech approach to drive outcomes.
Eva Johnson, [email protected], 212-352-6551, [email protected]
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