Marketron announced the availability of a new location-based advertising solution that will enable targeted advertising to consumers based on their exact location. The new solution means broadcasters can now offer mobile targeting to their advertisers. It will also provide full transparency to reporting and campaign overview for both stations and their advertisers as well as support all ad units including rich media, video, and native ads.
The solution will essentially bring true one-to-one marketing to brands. With location-verified inventory from close to 10,000 publishers in North America and direct access to trading desks and ad networks, targeted campaigns can now go live in a matter of hours instead of weeks.
The Marketron solution aggregates impressions from its mobile platform to target consumers based on their location. This delivers broadcasters an important new product for their suite of offerings to local advertisers. For example a car dealer can be on-air, on-line, and on location to conquest buyers all under the umbrella of a strong local station brand.
“Marketron is at the forefront of one of the most exciting trends in digital advertising, the convergence of mobile, location, and context; essentially bringing true one-to-one marketing to brands like never before,” said Martin Kristiseter, VP Mobile Solutions at Marketron. “With exceptional technology already in place, Marketron will be unequaled in its ability to present and deliver cutting-edge mobile advertising products to our broadcast partners and their clients.”
RBR-TVBR asked Kristiseter:
Can the solution send geo-targeted ads based on the location of an advertiser and listener?, I.e. I am in traffic near a pet store and I hear and/or see an ad for that pet store in real time?
“The solution is for mobile advertising only and it’s not synced with the audio ad. We can pinpoint target audiences at pivotal moments during the consumer’s decision-making journey through our platform. We serve display ad to the right audience, at the right time, at the right place, at scale.”
Does this work with NextRadio’s app?
“There’s not correlation to NextRadio.”
Marketron also has an in-house design team to handle broadcasters’ clients’ creative as well as in-house advertising operations to handle campaign optimization for all live campaigns. With location-verified inventory from close to 10,000 publishers in North America and direct access to trading desks and ad networks, targeted campaigns can go live in a matter of hours instead of weeks.
Heather Monahan, EVP of Sales for Beasley Broadcast Group said, “We are able to offer our clients a high-quality mobile customer acquisition tool at scale by leveraging Location-based Advertising Services from Marketron. Compared to the alternatives out there, Marketron’s platform is a great fit for us in terms of capabilities, features, scale and performance.”