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BizReport : Advertising archives : March 15, 2013

Ad products offer social, targeting solutions

New solutions out in the online space are setting up brands to have deeper connections with their customer base through more targeted and content-rich ads. Here's how:

by Kristina Knight

A partnership between BlueKai and TruSignal has resulted in a new enterprise data activation platform. The companies have created a platform to help brands create awareness and demand from prospects who 'look like' shoppers already interested in their products.

"BlueKai's in-market segments are critical for reaching hand raisers who are already in-market and ready to make a purchase decision. The new interest-based segments are a great way to reach another important segment of the market: users who are not presently in-market, but who could be soon," says Pieter De Temmerman, BlueKai's GM of Exchange and International. "Whereas campaigns targeting in-market segments are designed to convert existing demand, campaigns targeting audiences modeled on interest-based segments are designed to generate new consumer demand within the right target audience. Together, in-market and interest-based segments complete the entire marketing funnel."

The system is based on the marriage of the BlueKai segmented data with TruSignal's offline profile data.

Meanwhile LinkedIn is expanding their social ad space with the release of SlideShare Content Ads; these ad units offer brands the ability to targeted LinkedIn's professional user base by showcasing content within the LinkedIn space. Meaning the user doesn't have to leave the social network to engage with the brand; everything is in a single place.

"On LinkedIn, our members are actively consuming and sharing information and insights. With SlideShare Content Ads, we combine SlideShare's rich, professionally-relevant content with LinkedIn Marketing Solutions' unique targeting capabilities," writes Aviad Pinkovezky, LinkedIn Monetization Product Manager. "We're excited about this integration because we know that presentations are a great way to educate, engage and even entertain audiences. We're also testing more features that give brands the ability to collect leads directly from SlideShare content, and extend their reach through social gestures including likes and shares."

GE and Constant Contact were early adopters of the units, which are now open for all businesses.

Tags: ad targeting, ad tools, advertising platforms, BlueKai, LinkedIn, online advertising, social ad tools, social marketing

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