xAd has just launched a new ad-buying tool called “MarketPlace.” This system is built using data they have collected over the years using their BluePrints and FootPrints products, including 100 million locations. The new platform will make it easier for marketers to target very specific keywords based on very specific locations.
Whether users are searching for something like “BMW Lots in ZIP CODE” or you are targeting users that are on mobile devices that provide GPS locations, this new platform will make it easier than ever to target them with ads.
Dipanshu Sharma, the CEO of xAd said of this new platform, “When search came out, online context [came from] crawling web pages, and you would categorize tehm by keywords. And you bought the keywords, which was the intent signal. In the real world, we’ve crawled the locations, so now we have over 100 million locations mapped out.” He went on to say, “Those who are bidding [online] on ‘luxury cars,’ for example, are looking for people who are looking at BMW, Mercedes or Lexus [content] – very few of the people who are searching actually go to a dealership to do a test drive. Now, we’re allowing people to bid on BMW dealerships themselves, which means people who physically walk in are now available to be bought.”
So far KFC and OMD are two of the major companies that have been using this system in testing and have found it to be extremely effective.
Juliet Corsinita, VP of media and brand partnerships at Taco Bell used this system and commented saying, “We could prove that an incremental half-million visits came through directly from our xAd initiative. Now it’s a matter of exploring those new creative options as we develop these specific targeting segments.”
This new platform will give marketers of all types the ability to more accurately target uses and get ads in front of the people who are most likely to positively act on them. This can help to reduce the overall ad spend while increasing the conversion rates.
