Interpublic Group’s “hyper-local” agency Geomentum has teamed up with Mixpo to enable video to be dynamically inserted into banners that target users at the zip-code level. This would mean customized ad creative potentially on a local basis for national-local or regional-local advertisers.
AdWeek reports:
Geomentum is launching what it calls the Hyper-Local Network, said agency CEO Dave Walker. The shop will now team with a number of partners to bring scaled, addressable media planning and buying applications to other digital channels as well, including mobile, out of home and digital extensions of print.
Clients will know almost immediately what kind of sales lift is generated by different combinations of ads, Walker said. And Mixpo can track additional metrics like video sharing and the number of times an interactive coupon embedded in a video is clicked on or downloaded.
Local online targeting has improved greatly but getting the zip right each time will still be a bit of a challenge. Still this is a significant development.
Being able to target at the zip-level enables national advertisers to use existing Census and Claritas data to target demographically. In other words location, as I’ve tried to argue several times in the past, becomes a proxy for demographics. This totally flips the idea of local online advertising. National advertisers could reach their prospects and intended audiences demographically, all over the US, by targeting national campaigns on a local basis like this.
I know of a company doing this on the search side as well.
Here’s a previous post about Mixpo’s dynamic video advertising.
November 10th, 2010 at 4:28 pm
[...] This post was mentioned on Twitter by Greg Sterling, Chris Hiland. Chris Hiland said: RT @gsterling: Geomentum, Mixpo Create Zip-Level Video Ads http://bit.ly/dgRNci [...]
November 15th, 2010 at 3:10 pm
[...] Geomentum, Mixpo Create Zip-Level Video Ads [...]