Valassis is unveiling new targeting capabilities through Brand.net, with a service called Geo-Commerce Retail Zone, which uses over 100,000 local targeting zones created by Valassis to reach prospective consumers on their way to retail.
The Geo-Commerce Retail Zones overlay the trading areas of local stores with transactional data, behavioral data, and data from larger retail trade areas to pinpoint areas where relevant advertising can be delivered to high-potential consumers via mobile devices and other advertising channels.
Using the Brand.net zones, grocery, drug and mass retailers can reach consumers who have the highest propensity to be in the market for a specific product as well as living or commuting through local store trading areas. According to Valassis, third-party measurement has shown that over 90% of the ad impressions delivered in the zones hit target audience households.
So far, 2013 has seen a spate of new ad targeting services combining a local focus with national scale. Last week, mobile advertising technology company 4Info announced the launch of a new mobile ad targeting product, AdHaven Bullseye, that has linked 110 million mobile devices to 97 million U.S. households to enable advertisers to deliver ads with precision comparable to both online and direct mail campaigns.
The service draws data from a variety of third-party data sources, including Acxiom, Datalogix, and Nielsen Catalina, as well as data from the company’s own databases, to draw connections between mobile devices and households. And in March Media General launched a new marketing and advertising service called Advanced Digital Solutions -- allowing advertising clients to target consumers based on a variety of factors, including geography, content, behavior, income and device -- across channels including display, mobile, video, email and search engine marketing.