Campaign Management Platform Promises ‘National Reach with Local Relevance’
SANTA MONICA, Calif., January 14, 2014 (ADOTAS) – MomentFeed today announced a unique capability to execute national advertising campaigns that dynamically localize the creative into hundreds or thousands of locally relevant ads with specific targeting for each store location – the places where consumers ultimately become customers. Campaign performance can then be optimized and measured at the store level or in the aggregate at the regional and national level.
“The explosion of smartphones has fundamentally changed marketing,” said MomentFeed founder Rob Reed pictured). “When a marketing message is literally held in the palm of your hand, you expect it to be authentic and relevant. With our new campaign management capabilities, marketers no longer have to choose between the scale of reaching large audiences and the authenticity of local messages. They can now have the best of both worlds – national reach with local relevance.”
For the first time, marketers can efficiently deploy national campaigns where hundreds or thousands of ad units are customized and delivered locally. Through MomentFeed, ad creative for each location is dynamically generated based on unique data such as the neighborhood, cross streets, and store manager’s name, as well as photos such as the store’s unique façade or the manager herself. The targeting can be tailored to each location through its unique addressable service area, a set of ZIP codes, demographic profiles, and/or custom audiences from both first- and third-party data sources. This capability is initially supported for Facebook with other platforms to follow.
“Authentic, locally relevant marketing at scale drives business results,” said MomentFeed CEO Robert Blatt. “Our existing customers have found this new type of advertising to have six times the click-through rate of average Facebook ads from initial pilot results. This is consistent with what industry analysts are reporting.”
“2014 will be the year when local social channels become mainstream for national brands,” said Craig LeGrande, Managing Director at Mainstay Company. “Channels like Facebook provide a tremendous opportunity to reach and engage local audiences. In fact, we have found that local Facebook pages can double conversion rates and increase engagement by 5X.”
The unique ad creative and targeting spec for each location is stored and managed through the MomentFeed platform. The addition of paid media tools compliments MomentFeed’s existing publishing, customer service, listening, analytics, and competitive intelligence capabilities. Together, they provide a complete “paid, earned, and owned” solution for engaging, growing, and measuring the addressable audience for each and every business location. Lorna Jane, Jimmy Buffett’s Margaritaville, and The Coffee Bean & Tea Leaf® have all started pilot programs to leverage these new capabilities.
MomentFeed provides an integrated marketing platform built to drive business results in the mobile era. Brands now have a new marketing asset created by the digital identity of physical locations where consumers spend the majority of their money. MomentFeed enables brands to leverage this new asset through a platform that unifies Facebook, Google, Instagram, Yelp, Twitter, and Foursquare for management down to the local level on a global scale. MomentFeed is a Facebook Preferred Marketing Developer (PMD), and the company is headquartered in Santa Monica, California. For more information, visit http://www.momentfeed.com.
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