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BizReport : Advertising archives : July 19, 2016


Ad Roundup: Partnerships and rebranding

In today's advertising roundup, a new partnership that will deepen brands analysis, a new release which connects online and offline offers, and a rebranding.

by Kristina Knight

FreckleIOT and AirKast have partnered to give AirKast clients access to Freckle's attribution, analysis, messaging and insight.

Every brand spends millions of dollars annually trying to drive people to locations where their products are sold. Until now there has never been a way to determine how effective this advertising has been," said Neil Sweeney, President & CEO, Freckle. "Freckle can now do this and provide a true attribution metric to brands so that they are able to spend their advertising dollars more effectively. Bundling the Freckle SDK inside AirKast's 2,000+ apps means a huge increase in the number of people who can now benefit from our innovative attribution campaigns. We have built the deterministic ID for mobile attribution, trumping the probabilistic ID that is generated from real-time bid stream data that many other location companies are putting forward."

Meanwhile, sales productivity hub TinderBox is rebranding to Octiv. The single platform solution leverages CPM, CPQ and ERP data to automate workflows, and give teams better insights into their customers.

"We see companies continue to make investments in sales technology, but fail to realize the benefits and impact they expected," said Dustin Sapp, CEO of Octiv. "Many sales technologies can't address the challenges and opportunities present within a progressive organization's sales workflow. Octiv enables companies to transform and streamline workflows that make a greater impact on productivity. We're giving salespeople an advantage over their competitors by helping them measure the effectiveness of their sales documents online."

And Valassis has launched a first of its kind ad solution that connects television and YouTube as well as terrestrial and satellite radio with digital offers. The platform works by simultaneously sending mobile offers while people watch or listen to commercials.

"As consumers interact with brands on a variety of media channels, advertisers continue to seek innovative approaches for higher advertising returns and adoption rates on their mobile applications," said Victor Nichols, CEO of Valassis. "Valassis Audible Offers is a first-of-its kind industry breakthrough to enable the delivery of a second-screen experience on a mobile app to drive customer engagement, activation and loyalty. Prior to our new solution, advertisers were unable to achieve this at scale, especially with their own mobile applications."






Tags: advertising, advertising tools, FreckleIOT, Octiv, Valassis








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