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BizReport : Advertising archives : October 13, 2010

Unicast upgrades features for dynamic content

As the Internet becomes more segmented, publishers and advertisers are looking for better ways to attract and engage the consumer base. Content relevance and accuracy are two ways to do this, a new feature from rich media hub Unicast gives marketers access to both methods. Called Dynamic Content, the feature gives marketers the ability to hyper-target ads so that the right ad reaches the right consumer at the right time.

by Kristina Knight

"Providing the right message to the right person is a fundamental in online marketing, but creating multiple variations of the customizes, relevant content for each target group can be time and cost prohibitive," said Bryan Hjelm, Vice President of Marketing for Unicast. "With our Dynamic Content technology, a single ad can be built with specific modifications based on audience location, view date or time - or a combination of all three - to easily generate many versions, with individual reporting."

The feature works because marketers start with a single ad and then add in modifications - for example a different call to action at mid-day as opposed to evening, different graphics based on location (winter boots in the Northeast versus sandals in the Southwest), adding video and additional content. Ads can even be created in different languages to take advantage of the burgeoning global marketplace that brands are trying to break in to.

The Multi-Lingual targeting options are perhaps of the most interest to brands. Not only does the language of an ad need to change based on geography but the syntax may need to change - literal translations from English to Spanish or Chinese to Portuguese may give consumers in those markets the wrong idea or impression of a brand. So the ability to take not only the language but the right translation according to culture is imperative.

Tags: display ads, online advertising, sequenced advertising, targeted advertising, Unicast

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