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BizReport : Advertising archives : May 17, 2016

Ad Roundup: Solutions aim to give retailers more insight

In today's roundup, micro-influencers, increased target and a payments/reward system are up and running for marketers and brands.

by Kristina Knight

First, micro-influencer platform MAVRCK has launched a Pinterest activation engine. The new tool should help brands identify and activate micro-influencers on the social networks as well as track campaign performance and use user generated content that is repurposed for their brand.

"With micro-influencers, we're defining what it means to be influential on social media today," said Lyle Stevens, co-founder and CEO of Mavrck. "By providing marketers with a unified social view of their customers' influence across Pinterest, Instagram, Twitter and Facebook, our platform enables marketers to programmatically target campaigns based on that influence and tie their social engagement on each network directly to an ROI value."

Meanwhile, Connexity has launched AudienceView, a platform that tracks user behaviors across the web, giving marketers increased insight into consumer activity online.

"AudienceView was built for today's marketers, agencies and content owners bringing together unique audience measurement with advanced profiling and segmentation tools," says Nigel Wilson, Managing Director at Hitwise, which Connexity acquired in December. "We've elevated the research standard for measuring traffic from a flat count of how many visits a site receives, to a more sophisticated look at who those audiences are, what they like and where they can be found online, to ensure we can understand both the quality and quantity of online activity. This combination makes it possible for marketers to eliminate waste by laser focusing their targeting and planning efforts."

And payment connection platform Spring has added more than 300 US malls to their network. Through the Spring platform retailers can get real time payment data and in-store sales; they've now added malls within the Simon Property Group, Starwood Retail Partners, Taubman Centers and Pennsylvania Real Estate Investment Trust companies. Through the partnerships, Spring will give mall operators the ability to offer mall-wide loyalty and rewards programs.

"Malls are the natural extension for the Spring Network and it will change the way retailers market to shoppers coming into each property," said Bruce Mitchell, Founder and Chief Executive Officer of Spring. "By implementing the Spring platform, Simon, Starwood, Taubman, PREIT and their retailers can provide customers with tailored promotions and be able to see the full lifecycle from presentation of the ad to an in-store purchase and ongoing, repeat in-store purchases."

Tags: advertising, advertising tools, Connexity, MAVRCK, mobile marketing, social marketing, Spring

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