SmartMedia upgraded for regional & contextual online ads
In the US, the multi-channel shopping service provider ShopLocal has announced the addition of several new features to its internet-based SmartMedia platform, which provides web users with personalised, real-time offers from local advertisers based on their geographic location, web browsing pattern, and keyword usage.
The consumer electronics retailer Best Buy is already using the latest SmartMedia features in advertisements that are scheduled to appear on CNET.com. New banner adverts will display Best Buy's latest sales and promotions, along with full product reviews from CNET, integrated directly with the SmartMedia adverts.
Growing trend of geo-targeting Best Buy joins other retailers including CompUSA, CVS/pharmacy, Dick's Sporting Goods, Lowe's, Macy's, Office Depot, PetSmart, Radio Shack and Staples, all of which have recently used ShopLocal's service for geo-targeted online promotions.
According to Vikram Sharma, CEO for ShopLocal, "SmartMedia allows advertisers to deliver highly branded, highly targeted and accurately localised marketing messages to online consumers. Consumers benefit by being able to view current deals they can get in local stores, and they can also create shopping lists, print coupons, and set up e-mail alerts, all without leaving a publisher's web site."
How it works The SmartMedia system offers retailers and advertising agencies a way of conducting geographic and demographic targeting, serving contextual adverts, integrating third-party content, and providing brand and category searchability.
With geo-targeting, all the promotional information offered to the consumer is based on their nearest retail location, and even includes the store's address, telephone number, and a map of how to get there. This effectively means that retailers can offer consumers in different regions different prices and offers, and limit the regional availability of special offers.
Reducing competitor opportunities Finally, by enabling the integration of third-party content such as product reviews, videos, podcasts and online games, advertisers are able to give consumers all the details they need to make a purchase decision without them having to browse competitor web sites for that information.
For readers in the US, ShopLocal has made an online demonstration available - click here.