San Francisco, Calif.–October 21, 2016–Placecast, the industry’s leading enterprise-grade platform for location data and advertising, today announced the grant of two patents that solidify their position in location data management and targeting. The company also unveiled its latest product, Placecast Native which combines the seamless content-driven experience of native advertising with the additional context of location and audience targeting. The two patents not only directly cover the technology used in this new product but also impact the industry as a whole.
As a pioneer in the field of location data management, these patents – filed in 2008 – were recently granted and cover targeting via third party data. With Patent #9,390,136 Placecast has the ability to manage location data collected from multiple sources and associate source IDs and content within a specified area. Patent #9,378,507 covers the ability to location-target a consumer based on a multitude of place and time data, and make targeted ad decisions based on that information.
With these and other previously granted patents in tow, Placecast is launching Placecast Native, making them one of the first to allow companies to reach the most relevant consumers at the right place and time on mobile. Though native ad campaigns are now widely deployed, many underperform because of the lack of relevancy and context. According to a study conducted by the Interactive Advertising Bureau, an overwhelming 90 percent of marketers feel relevancy is a concern when it comes to creating their native ad campaigns, and relevancy is most effectively addressed through location targeting.
Unlike other offerings, adding the location layer ensures that consumers receive highly relevant and engaging content without interrupting the standard app experience. These ads follow the default visual and functional experience of the app in which they’re placed, while only delivering content to users within a geofenced location to ensure accurate targets. Moreover, advertisers will now be able to add dynamic content into the ad itself to customize fields like nearest store location, distance to nearby store, current time, and many more. Additional benefits include:
- Higher viewer engagement: Delivers relevant content based on location, resulting in higher engagement rates.
- Re-usable and scalable content: Allows advertisers to create a single set of creative assets that can be dynamically re-assembled for various apps and native ad formats. This is the only solution on the market to give native advertisers such granular control over every aspect of the ad content.
- Customizable dynamic messaging: Allows advertisers to personalize every aspect of the ad content – everything from location by region and neighborhood to current day and related promotion.
- Ability to reach more customers in the right place and time: Today’s available inventory for native ads is more than four times the amount of interstitial rich media inventory and two times more than video inventory. Thus, brands that run these types of ad campaigns can now reach even more people through native ad formats.
Several partners and brands are already gearing up to deploy Placecast Native including Mobsta, a top media sales business operating in the field of location targeting.
“By partnering with Placecast, we’ve been able to add a critical missing piece to our campaigns: location,” said John Scorah, Co-Founder of Mobsta. “This new location-enabled native ad offering will unlock even more opportunities for us and allow advertisers to deliver dynamic and engaging ads in a new format that is social and contextually relevant to the customers.”
“We’ve seen native advertising in the industry for quite some time, but our new offering takes it to the next level by incorporating the location signal as context to target the right consumers,” said Alistair Goodman, CEO of Placecast. “Place and time are important predictors of interest and intent – and when married with native placements they deliver a big improvement in contextually relevant mobile experience that performs better than traditional display ads.”
Placecast Native allows advertisers to create a single set of standard creative assets that are assembled in real-time as the ad is displayed, and can take on multiple forms–from sponsored content inside a social media feed to recommendation widgets to promoted listings.
To learn more about Placecast’s new product and other offerings, please visit http://placecast.net/location-native-mobile-advertising.html
About Placecast
Placecast is the industry’s leading enterprise mobile data management platform (DMP) that aggregates location data and user behavior across different devices in the physical world, and translates it into audience segments that can be targeted through mobile advertising campaigns via Placecast’s demand side platform (DSP). The platform provides Placecast’s partners with a rich understanding of the relationship between their users and locations over time, enabling them to make smarter marketing decisions.
To-date Placecast has been trusted globally by several Fortune 100 enterprises such as AT&T, Rogers, Visa, O2 Telefonica, and has created over 400 Million unique mobile user profiles utilizing billions of mobile data attributes. Placecast has also run thousands of high-performing mobile advertising campaigns for brands such as Starbucks, The North Face, and Jet Blue, etc., enabling them to optimize their media buys by delivering more relevant and personalized mobile experiences to their target audiences.
Founded in 2005, Placecast is headquartered in San Francisco with offices in Atlanta, New York and London. Placecast is backed by CNF Investments, ONSET Ventures, Quatrex Capital, and Voyager Capital.
