In what’s said to be a first, Interpublic Group local media and marketing shop Geomentum is teaming with digital video distributor Mixpo to create a nationally scalable, ZIP code-level addressable platform to dynamically insert digital video messages into banner ads.
The cable industry has been trying to develop a comparable service for its broadband TV feeds for years. But that bid has been hampered by incompatibilities with the hardware deployed by different cable operators.
The digital offering from Geomentum and Mixpo avoids those incompatibilities because it is software driven.
With the Mixpo deal in hand, 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.
“We’re creating an eco-system at the hyper-local level,” Walker said. The platforms in the different channels “can create dynamic data feedback loops, informing each other of the effectiveness and efficiency of the media we are buying,” he said.
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.
Continues at: Geomentum, Mixpo Juice Banner Ads.
Related articles
- Managing a Profitable Banner Marketing Campaign (blacksonville.net)
- Oct. 27, 1994: Web Gives Birth to Banner Ads (wired.com)
