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BizReport : Advertising archives : April 03, 2014

Advertising Roundup: Improved local, video and targeting options

Lots of new additions to the online ad space this week - including upgraded intelligence options that should help brands better target consumers and better control their budgets.

by Kristina Knight

First, JiWire has released its new Location Graph, an audience mapping tool which integrates first and third party data with JiWire audience profiles, giving marketers a better understanding of their consumers.

"JiWire has put the technology in place so that advertisers and brands have the key components required to execute successful mobile advertising campaigns," said David Staas, president, JiWire. "This announcement demonstrates our unwavering commitment to innovation as we continue to address the growing opportunity in the mobile ad industry and budgets shift dramatically to mobile."

And from ReachLocal the ReachSEO platform has been released for small and medium sized businesses to drive more organic search traffic to their websites. ReachSEO is powered by ReachEdge and features keyword and content optimization as well as social media integrations and local SEO best practices.

Meanwhile a new video solution from Spil Games is aimed at putting video ads before consumers when they are most engaged with content. This should help to increase the ROI on video spending. The platform uses 'cliff hanger' type moments within popular games to serve ads. The platform uses a proprietary algorithm to determine the 'most engaged' moments.

Finally, SiteScout is adding video options to its programmatic software. Real time bidding options have seen a strong uptick in interest from many advertisers but most options are for display.

"Video can draw a visceral response from consumers in a way that a desktop banner or mobile ad may not. SiteScout wants to make online video advertising as easy as advertising on desktop and mobile," said Matt Sauls, vice president of operations, SiteScout. "SiteScout makes it easy to combine the power of video with standard display tactics to create synergy across all major digital channels."

Adding an RTB element to video offerings opens up the options for many brands. The expansion into video gives marketers the ability to buy programmatically across desktop, mobile and video channels.

Image via Shutterstock

Tags: advertising, advertising tools, ecommerce tools, JiWire, online advertising, ReachLocal, SiteScout, Spil Games

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