London-based location data company Blis unveiled its private programmatic marketplace Blis Prime on Tuesday at the Cannes Lions Festival. Designed to help brand advertisers ensure their ads are geographically relevant to their audience, the new product will supply advertisers with performance data, measured by analytics firm Moat, to determine whether their ads are being served in the right places, at the right times, and viewed by real humans. Condé Nast, The Times, and Forbes are among launch partners for this programmatic platform.
What Brands Need To Do
Location-based ads are very useful for businesses to target local consumers with relevant messages and drive store visits. With more and more people consuming digital content on mobile devices, it is imperative that brands advertising on mobile take context into consideration as well. In that regard, brands may find it beneficial to explore this new platform and see how it can help boost ad effectiveness.
Location-based mobile advertising was also a hot topic we encountered at the Mobile World Congress earlier this year, which you can read more about here.
Condé Nast is adopting a data-driven strategy to improve its branded content and appeal to its ad clients. The leading publisher has created a new unit named Condé Nast Spire, which focuses on connecting its first-party behavioral data with insights from 1010data to establish links between readers’ content consumption and their purchasing activities. Condé Nast will then leverage those attribution findings to create “micro-segments” that advertisers can target with certain types of content. For example, the company cites that humor, design, and political videos work well on potential computer buyers, whereas “big beauty spenders” over age 25 are more engaged with culture and celebrity content. Armed with those insights, the company will work with advertisers to create branded content that caters to the “micro-segments” of their choosing.
What Brands Need To Do
With more and more advertisers trying their hands at branded content, partly as a response to the rise of ad avoidance, it is important for brands to work with publishers and content creators to figure out what types of content work best for their intended audiences. This initiative from Condé Nast should be helpful for brands in that regard as it helps make branded content more targeted and accountable.
To learn more about the effectiveness of branded content, especially branded videos and how they stack up around the world, click here to read the report from our joint study with Google.
The barriers to purchase have shatterred over the last few years, letting users purchase with a click, scan or tap. Interestingly enough, technology has married content and commerce in interesting ways, allowing users to purchase items seen on TV, print and online with increasing ease. While your friends influence your purchase decisions so too do Bobby Flay, Sports Illustrated and The View.
And now, MasterCard, in partnership with Condé Nast, are trying to do just that. Called ShopThis, the partnership will begin with the November tablet edition of Wired, out on October 15th. It will allow users to click through the ad experience directly to the point of sale, and would allow for a very in-depth system of metrics around how users want to be marketed to, how they want to purchase, and the like. And, the ability to generate direct sales from an ad would be highly sought after by advertisers and merchants alike. Condé Nast is going to study Wired’s experiment deeply before moving onwards, and it’s worth keeping an eye on their findings.