Media & Advertising Solutions

Reach. Relevance. Response. Every Marketer’s Dream Come True

Despite the economic downturn, online advertising spending is expected to increase by 8.9 percent in 2009, according to market research firm eMarketer. That spells opportunity — but also a lot of competition. Online advertising networks, publishers, Internet content providers, online media companies and digital marketers that don’t take steps to customize, localize and personalize their web content, messages and promotions will fight an uphill battle on the Internet’s global stage.

Digital Element’s IP Intelligence (IP targeting) technology allows businesses to accurately and non-invasively know information about website visitors in order to perfect audience segmentation and present more personally relevant content. Online marketers can then utilize this information to deliver the most effective and efficient targeted online ads and video content to the user, as well as control access to digital content. Online content delivered using information gleaned from a visitor’s IP address increases the reach, relevance and response rates of online advertising as well as better manages the digital rights for online video and audio assets.

Today’s online world is a crowded place and one in which people just want quick access to relevant information. Something as simple as an ad promoting a sale on the hottest pair of shoes selling in New York City can deliver value and results that far surpass those of generalized campaigns. What about a company that sells sports team merchandise - wouldn’t it be cool if when visitors from Atlanta are surfing the Internet they were presented with ads for gear from the Atlanta Braves or Falcons? How about for all those outdoor gear retailers? It makes more sense to promote a sale on winter gear — parkas, snow boots and gloves — to someone visiting from the Northeast (in the winter) instead of presenting them with bathing suits. And it’s hard to believe, but not every web visitor has a high-speed Internet connection so the ability to serve appropriate media-rich ads based on user connection speeds further enhances the online experience.

Benefits of Using IP Intelligence for the Media and Advertising Industry:

• Increase upsell by as much as 30 to 40 percent with geotargeted ads
• Deliver relevant ads to specific audiences, ultimately reducing wasted impressions and increasing click-through rates and message reach
• Upsell the ability to deliver advanced ad targeting such as rich streaming video ads based on a user’s connection speed
• Increase return on investment for geographic advertising by selling targeted local ads
• Control access to digital content and downloads
• Respond quickly to constantly changing rules for content management and distribution

The IP Intelligence applications highlighted above are just some of the ways this technology can improve the online experience. To learn more about applying Digital Element’s solutions to your specific business needs, simply click here.