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BizReport : Advertising archives : March 02, 2007

SeeSaw offers digital billboard management tool

Marketers interested in using digital billboards - those signs outside of malls, on taxis, in major metropolitan areas or near the entrances of big-box stores - may get some help in managing their campaigns from a new provider. SeeSaw Networks is launching an advertising tool that will allow the purchase of ads and management of digital campaigns from one location.

by Kristina Knight

Bob Martin, vice president, local media director at Universal McCann San Francisco, said targeting is the key to SeeSaw's offering. “Digital outdoor and in-store video networks inherently offer advertisers many creative, audience-mindset and production-cost advantages. SeeSaw enables us to target a broader audience within a very precise geography, or to reach a very narrow audience profile across many geographies.”

Before SeeSaw launched their one-stop-shop tool, many digital advertisers had to work with numerous companies to buy ads for different locations. SeeSaw allows the purchasing of ads for different markets from one place and also allows for a high level of ad targeting. Advertisers can buy ads using behavioral targeting and geographic demographic information in a local market or across the United States. Marketers buy the ads, tweak the targeting and manage the campaigns from their desk.

According to the company, SeeSaw delivers about 20 million weekly gross impressions across the country. Their digital ads can be seen in and targeted to sports bars, restaurants, book and music stores, college campuses, health clubs, grocery stores and travel centers.

Tags: billboard advertising, digital billboards, digital media

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