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BizReport : Advertising archives : March 20, 2013

Platform offers management of online, offline ad campaigns

A new platform is set up to help advertising agencies and departments better manage campaigns across the online, mobile and offline spaces. Called AdHQ, the offering is available from Integrate and allows for the planning, launch and monitoring of campaigns across channels - both online and offline.

by Kristina Knight

"We developed AdHQ to bring automation and simplification to marketing departments and agencies of all sizes," said Jeremy Bloom, Co-Founder, Integrate. "The increase in operational efficiency gives agencies the ability to manage more clients with existing staff, and gives marketing departments the ability to manage all of their customer acquisition efforts with their current resources, regardless of scale or spend."

AdHQ unifies how campaigns are developed across channels and then gives ad professionals a single place to monitor and track the campaign in real time. For the planning stages, ad pros can buy across more than 3,000 publishers and can use past campaigns as a place to begin strategizing improvements to lead more consumers to the brand. Once launched, media buyers can distribute ads across channels; the platform offers options to deter fraudulent clicks and ensure the security and quality of the ad space.

"Integrate AdHQ has absolutely improved overall campaign execution and allows our ad operations department to focus on other revenue generating tasks," said Isaac Zafarani, IDG TechNetwork, an early adopter of the platform. "We moved all of our demand generation campaigns to AdHQ and can now manage hundreds of clients simultaneously - while meeting their media schedules and protecting their brand security."

Post-launch, buyers will get real time reporting, analysis of the audience and campaign reviews so that budgets can be reallocated to optimize overall performance. There is also a messaging center so that publishers and ad buyers/advertising departments can communicate directly about changes to a campaign.

Tags: advertising platform, Integrate, integrated advertising tools, integrated marketing

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