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BizReport : Loyalty Marketing : September 15, 2010

Loyalty Audience Platform available from Adara Media

The launch of Adara Media's new Loyalty Audience Platform should help brands reach consumer in real time. The platform connects marketers with loyalty program audiences, which should help to increase engagement and conversion numbers.

by Kristina Knight

The consumers targeted through the program are pre-qualified and segmented to the individual level. Once connected advertisers can send messages with content targeted specifically to those consumers, increasing the chance of a click-thru or conversion. In one instance, the platform connected travel brands with frequent travelers and business executives.

How big is the loyalty industry? According to research from Colloquy loyalty memberships increased to 1.8 billion in 2009, an almost 25% increase (Year over Year). Each US household had roughly 14 loyalty programs which they use. Only about 25% of consumers are shown to be brand loyal according to information from, but social networks may help consumers remain engaged to brands because of the information exchanged via social networks.

"Loyalty data is the new gold standard of data, providing a higher level of accuracy than behavioral data," said Layton Han, Adara Media CEO. "Our brand partners offer real insight into real people, enabling advertisers to reach coveted audiences and eliminate waste. Moreover, the data is entirely opt-in and completely anonymous, ensuring that we maintain the highest level of security on behalf of these loyalty consumers."

Once a campaign is launched, Adara Media's analytics provides feedback, to the user level, back to the advertiser so that they know how consumers reacted to the offers and ads. Knowing which segments responded to ads and which offers received the highest engagement helps in the planning of future campaign launches.

Tags: Adara Media, loyal consumers, loyalty marketing, loyalty programs, rewards programs

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