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BizReport : Advertising : May 21, 2014


Advertising Roundup: Data and targeting and tools, oh, my

Three new releases to the advertising space incorporate better analytics, function and cross-screen options to give brands great choice in campaign creation and ROI.

by Kristina Knight

First, from Avention, the Spending & Risk platform, set up to give sales staff granular data based on businesses financial status. Avention culls data from more than 60 partner, aggregates the information and then clients use that to create a relevant and targeted call-to-action campaign based on the needs of the sales lead.

"Sales professionals on average spend only 2.8 hours a day actually communicating with prospects and clients," said Nancy Nardin, president of Smart Selling Tools. "To make an impact, it's tempting to demand an increase in the number of cold calls your sellers make. But it's cold call outcomes that ultimately drive revenue, not call volume. To get results, sellers need to do the proper upfront research which takes away from selling time. To resolve this issue, it's imperative to give your sellers the tools that can do the heavy lifting up front, continuously providing the kind of quality data and insights about their prospects that lead to better outcomes of their sales efforts. Avention Spending & Risk is a prime example of a tool that can lead to increased profitability for your organization."

Meanwhile, DataXpand has tapped Lotame to power audience data throughout several global regions. Through the agreement Lotame's DMP customers will gain access to DataXpand's customer data platform for better targeting, segmentation and campaign management.

"Through DataXpand's exclusive relationships with Publishers, our clients are able to access high-quality, hyper local audience data through the DataXpand Audience Data Marketplace for better targeting," said Kevin Kohn, CRO at Lotame .

Finally Jivox is pushing rich media into native ad formats, with the hope of increasing engagement and campaign ROI. To that end they've created 6 new ad formats: Video Reveal, Full Page Reveal, Content Page Reveal, Image Feed Gallery, In Feed and Native Banners. The ad units are built using HTML 5 so they can cross devices and screens easily, are free form and customizable to a brand's specific needs and include top line data for increased relevance.

"Before now, advertisers have had no other option but to use static images in native ad content, which restricts creativity and limits engagement," said Diaz Nesamoney, CEO and founder of Jivox. "Using the Jivox IQ ad platform to develop and serve rich media native ads, brands can serve the ads at scale with creative freedom, and can get outstanding results."

Image via Shutterstock

Tags: advertising, advertising metrics, advertising targeting, advertising tools, Avention, Jivox, Lotame










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