April 8, 2013
(NYSE: VCI) continues its 40-plus year tradition of innovation with the next evolution in targeting. Brand.net, a Valassis Digital Company, is driving results for shopper marketing with Geo-Commerce Retail Zone targeting.
This new solution builds upon Valassis' 100K+ hyper-local targeting zones generated through the powerful integration of multi-dimensional profile, behavioral and transactional data to identify, locate and connect with high-potential consumer segments at a campaign-specific level.
Geo-Commerce Retail Zone overlays local store trading areas with millions of fresh transactional and retail trade area data points, creating relevant advertising zones around all leading grocery, drug and mass retailers. With precision, brand advertisers can efficiently maximize the impact of their advertising by focusing dollars and ad impressions on pockets of consumers who have the highest propensity to be in the market for a specific product and live or commute through local store trading areas. The Valassis targeting difference: a 50% increase in consumer response driving sales within designated trade areas.
Brand.net's usage of Geo-Commerce Retail Zone targeting delivers scalable display advertising programs that are executed at hyper-local levels with unrivaled accuracy. Third-party validation has verified that 90%+ of the ad impressions served reliably hit target audience households within the designated Geo-Commerce Retail Zone based on unique mapping of these targeted zones to households. This signals a huge leap forward in terms of making local ad impressions truly local as traditional ZIP Code to IP-level targeting for online display networks frequently has an accuracy rate of only 60%-70%.
"We have primed our Purchase Precision Technology™ targeting engine for shopper marketing. We offer unrivaled precision and unmatched reach via multi-dimensional mapping of store trade areas, households and online/offline buying and promotional behaviors into our distribution platform," explains
Jim Parkinson, Valassis Chief Digital Officer.
"Best of all, Geo-Commerce Retail Zone targeting can transform integrated marketing programs by driving greater efficiencies for our clients as they blend print and digital media to reach and activate shoppers through multiple media channels."
Valassis uses this geo-commerce targeting for retail as part of their intelligent media delivery solutions to identify and locate the right customers and then connect those consumers to their clients through a series of different media.