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BizReport : Advertising : April 24, 2012

Acquistions to change how travel customers, mobile shoppers embrace content

Two pieces of acquisition news and one ecommerce release could change the way travelling and mobile consumers embrace content and information.

by Kristina Knight

First up, travel media hub Travora has acquired The Nile Project, building the Travora Audience Platform to more than 26 million travel customers. The Nile Project includes sites NileGuide, 10Best and Localyte as well as mobile apps offering localized content and information to travelers.

Nan Forte, CEO of Travora Media said, "With fresh content from across the globe from more than 100 local editors, Nile Media's sites enable us to more rapidly build out our local, social and mobile portfolios of trusted travel information brands. This acquisition, the first in a series of initiatives focused on transforming the digital travel consumer experience, brings the company a complementary audience, a set of resources and a leadership team to our mission of bringing to new levels, trust and joy in travel."

More than one million uniques visit Nile Media monthly.

Meanwhile, mobile shopping platform Bee Media has acquired location-based digital platform Adcentricity; going forward, Bee Media will be known as Adcentricity. The acquisition gives retailers within the system the ability to target and distribute content across digital channels and with location-based targeting attached. They've also released two new products: ADMobile and ADFormat.

ADMobile offers mobile payment, content management and analytics for location based mobile shopping.

ADFormat is a content generation tool allowing brands to launch customized video, image/graphic and other campaigns across digital screens.

"When you couple Bee Media's expertise on the consumer mobile applications side with that of Adcentricity on the location-based delivery side it creates a tool that makes hyperlocal mobile campaigns easy and executable for advertisers, brands and retailers," said Doug Woolridge, CEO of Adcentricity. "Our location-based digital technology hub demystifies the complexities in this new media landscape enabling connections with on the go consumers in active retail environments."

Finally, iGoDigital has released a Pinterest Tracking Tool, set up to help retailers track how their 'pins' are used/shared and offer insight for future marketing and merchandising campaigns.

"With more than 10 million registered users, retailers are seeing Pinterest as a way to inspire shoppers and drive traffic, but many brands have been unable to track, monitor or understand how Pinterest activity affects their bottom lines," said Eric Tobias, president, iGoDigital.

Retailers simply add the 'Pin It' button to their iGoDigital product recommendations to get started.

Tags: Adcentricity, Bee Media, iGoDigital, mobile marketing, Nile Media, travel content, Travora Media

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