AUDIENTIVITY™ IP targeting connects brands to diverse consumer and business audiences at home and on mobile devices
NEW YORK & MIAMI — (BUSINESS WIRE) — August 30, 2016 — Geoscape, the leading business intelligence company dedicated to New Mainstream consumers and businesses, today announced a new digital audience targeting platform that allows brands to reach individual consumers and businesses through their internet-connected devices. The new platform, combined with Geoscape’s industry-leading cultural segmentation data, visualization and analytics system, provides brands with the most precise and accurate way to reach New Mainstream consumers with relevant digital content.
Research indicates that younger population segments are increasingly multicultural and digitally connected. Additionally, connected multicultural consumers are more receptive to online content compared to the older general population. According to data published by Google, 66 percent of U.S. Hispanics say that they pay attention to online advertisements —nearly 20 percentage points greater than the general population. However, many brands struggle with placing content that’s relevant and engaging. The average click-through rate for digital ads among all consumers is less than 0.2 percent and one-third of consumers find digital advertisements completely intolerable. In contrast, the combination of growth, youth and receptiveness to digital engagement makes Hispanic and other cultural segments very attractive targets for connecting digitally.
Geoscape’s new AUDIENTIVITY™ targeting platform provides various options for reaching specifically defined groups on their home computers or mobile devices. In addition to culture-coded cookie-based approaches, which Geoscape has offered for years, this platform introduces an assortment of new techniques for reaching specific households and individuals through their home IP address or mobile device by delivering ads through more than 94 percent of all digital ad networks in the U.S.
Geoscape’s CultureCode® technology enables segmentation of consumers and businesses using a wide variety of demographic, economic and cultural characteristics which permits the advertiser to deliver highly-relevant messages and offers at a household, individual or venue level of precision. The platform modernizes the traditional direct marketing approach of precise individual targeting by channeling delivery of graphical and video content directly to a person’s web browser or mobile device. Brands and their agencies can partner with Geoscape to create digital campaigns from strategy to execution, maximizing their media spend to specifically target high-growth consumers.
The end result is more accurate and successful digital campaigns. Campaigns utilizing this approach are 6 to 60 times more effective than other online ad campaigns and have an average click-through rate of 3.2 times higher than industry averages.
“Effective marketing programs are rooted in understanding the differences between individual consumers,” said Cesar Melgoza, CEO and Founder of Geoscape. “We’ve built a business that’s based on understanding cultural and personal nuances with our data and analytics platform. AUDIENTIVITY™ takes our digital targeting technology to the next level. By connecting brands with specific high-growth consumers on their digital channel of choice, we can offer targeting services from conception to results in this rapidly changing advertising environment. This is the next wave in building relationships with New Mainstream consumers, and we’re pleased to stand at the forefront of this new era in digital marketing.”
For more information on Geoscape’s new AUDIENTIVITY™ audience targeting platform, contact a Client Advisor at 888-211-9353 or visit http://geoscape.com/solutions/geoscape-audientivity-digital-audience-targeting-platform/
Geoscape provides automated intelligence systems, unique data products, research, analytic services and digital audience connectivity for companies seeking to tap into the growth of new mainstream consumers. The online Geoscape Intelligence System (GIS), the DirecTarget® database enrichment system and a variety of geo-demographic, consumer, business and media databases enable actionable insights that lead our clients to gain significant business advantages. Clients include hundreds of Fortune 1000 companies such as AT&T, Comcast, DirecTV, Disney, Farmers Insurance, General Mills, Home Depot, Humana, Kroger, Mass Mutual, Nestlé, New York Life, Univision, Verizon and many other end clients, agencies and business partners. Geoscape is a privately held company owned by NMS Capital in New York and Cesar M Melgoza, Founder & CEO, and has dual headquarters in Miami and New York City.
Adam Novak, 617-502-4326