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BizReport : Email Marketing : May 07, 2012

Why email has to connect faster

According to research email messages are viewed, on average, less than thirty seconds each. Which only gives a small window of opportunity for email marketers or retailers to connect with their list members. A new offering from LiveIntent could help marketers make that faster connection across online screens.

by Kristina Knight

Called LFX, the platform allows users to monetize subscriber lists from the location of the recipient - whether on a mobile or PC screen, in an email program or on the Web.

"LiveIntent's LFX delivers the features and benefits publishers and advertisers have come to expect from other online media channels, while reaching a publisher's most engaged customers, the brand loyalist that trusts a publisher's content and ads," said Matt Keiser, LiveIntent CEO.

Here's how the platform works:

• Advertisers, sales people, DSPs and other entities bid on a publisher's audience. Campaigns are then targeted based location, time of day, browser or even demographic information. Both first and third party data can be used to create better targeting options.

• Publishers, meanwhile, can use LFX to manage email inventory and to provide better targeting options so that messages are more tailored to subscriber lists.

"Email advertising is one of the most effective forms of online advertising - email is the number one app on computers, smart phones and tablets," said Keiser. "With worldwide email accounts numbering more than 2.9 billion, an efficient solution for reaching this engaged audience was overdue."

LiveIntent hosts a real time display ad platform for email marketers; they work with publishers, advertisers/brands and agencies to create targeted, relevant email campaigns.

Tags: email display ads, email marketing, email platform, email targeting, email tools, LFX, LIveIntent

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