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BizReport : Advertising archives : May 29, 2012

Offering puts the intent in local ads

A new offering in the local space could give local businesses a bigger impact in the social space. From LocalResponse, the platform is called Intent Targeting and it basically takes the social updates from consumers and offers relevant targeting based on those updates.

by Kristina Knight

"Our ability to make ads more relevant by customizing them based off social media expression allows us to target against very unique data sets, which creates a massive opportunity for advertisers to achieve engagement on campaigns that are in many instances two or three times greater than any campaign they've been able to run before," said Kathy Leake, president and co-founder, LocalResponse.

The display ad platform works by offering relevant advertising to consumers who have recently mentioned a product or service. For example, Jon Doe posts a picture on Facebook and notes that he needs a haircut. Ads from local barbers or hair stylists would then be delivered to him. The platform works in real-time, so brands need not worry that ads will be served according to days or weeks-old status updates.

In addition to targeted based on the intent of a status update, LocalResponse can mine that public, social data to determine what products/services a consumer might be interested in - ads can be brand specific or based on a more generalized statement.

LocalResponse is a real-time platform which helps brands connect with consumers according to intent. Previously they have launched retargeting ad options. The new intent based ad offering works across social networks including Facebook and Twitter as well as Foursquare and Pinterest. Ads can be targeted according to tweets and status updates or even pictures and check-ins.

Tags: intent based targeting, local advertising, local marketing, LocalResponse

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