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BizReport : Social Marketing : June 04, 2013

Tool expands online ads to social sphere

There is a new tool in the social space, set up to push digital and television media buys into the social sphere while keeping the brand message clear and engaging only the most interested social consumers. The tool allows brands and media buyers to use existing campaign creative, without the need for sometimes clunky social customizations. Here's how:

by Kristina Knight

Through the 140 Proof Social Ads for Continuity platform brands can:

• Extend campaigns into the social space without the need for custom-built social ads
• Use a continuity strategy to engage only the most attentive audiences
• Increase the reach of digital and television buys

"140 Proof social ads are a powerful way to amplify online media buys and reach consumers in the places where they're most engaged," said Michael Cascio, VP of Business Development and Strategy at 140 Proof. "With the Blended Interest Graph, we're in a unique position to reach a publication's audience and similar users in social, where the most attentive members of that audience are actually active."

The social space provides brands with rich consumer data including favorite brands, hobbies and interests. By pushing existing creative into the social space, marketers can use that rich data to better target and engaging consumers. Using the 140 Proof tool, advertisers can ensure that consumers see ads in social even if they 'skip' a brand's homepage or click onto a site through a social network.

The platform uses the 140 Proof Blended Interest Graph to target consumers based on social data and creates an 'audience' for the campaign; the ad units include native social ads, rich media, mobile banners and standard IAB units.

Image via Shutterstock

Tags: 140 Proof, cross platform marketing, social marketing, social network ads

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