Platform turns offline circulars into online display ads

"The Specific Media Dynamic Circular platform gives retailers who are already doing print circulars another means of reaching consumers and driving traffic into brick-and-mortar stores," said David Jakubowski, senior vice president, Specific Media. "With this new and efficient technology tool, retailers have the ability to augment their circular advertising strategy through the most targeted and measureable advertising channel available today."

This is how the platform works: once a circular is produced, retailers can quickly customize those circulars into dynamic display ads. The ads can be targeted to those in the Specific Media Premium Network. The ads can be targeted according to geographic location, consumer interest, product information, consumer gender or demographic information.

Although display ads are one of the earliest forms of online advertising, marketers - and consumers - continue to turn to display ads for information. By taking an ad already developed for an offline circular, marketers can kill two birds with one stone; although newspaper readership continues to dwindle, consumers still page through circulars so marketers should not drop this form of advertising. The Specific Media platform gives new life to circulars by quickly turning them into display ads which can reach thousands more consumers.

Tags: circular ads, display advertising, ecommerce trends, online advertising