February 19th, 2014 by Rob Friedman · No Comments
Despegar.com, the largest online travel agency in Latin America, wanted to understand-in detail-its web users’ locations to be able to offer them the best online experience, while also providing them travel search results according to their expectations.
“The user’s experience in every interaction with the site is a priority,” said Cristian Martinez, product owner at Despegar.com, “When we talk about experience, one of the cornerstones is the location of the user. We need to know the exact place where the user is located to offer them the best trips, hotels and discounts.”
Despegar.com is a one-stop-shop for both tourist and corporate travel. Travelers can choose from 500 airlines, 70 car rental agencies and thousands of packages around the world. Despegar.com’s users have access to 150,000 hotels, one of the largest hotels online data bases available in the market. To help customize online trip planning for its users, Despegar.com is deploying NetAcuity® Edge to offer a more localized online experience; concrete and accurate search results; and specialized newsletters.
Read the full press release here to get more specifics on how your agency or company in the travel and hospitality industry can use IP data to get a competitive edge.
Tags: Content Localization · Geolocation · Local Search · Personalization
January 30th, 2014 by Rob Friedman · No Comments
Aertv, Ireland’s first social TV platform, offers 34 channels including BBC One, BBC Two, BBC News, RTÉ One and RTÉ Two. The platform allows viewers to watch live TV shows on PCs, laptops or mobile devices while simultaneously using social media channels such as Facebook and Twitter. Due to content provider licensing rights, the company must restrict viewing of its TV and film content to Ireland.
That’s a lot of content to manage across a number of different channels so it makes sense that Aertv deployed NetAcuity® geolocation technology to support its geographic rights management. But it doesn’t stop there. Additionally, Aertv will utilize our connection type data to optimize the viewer’s experience.
According to Aertv’s Director Philippe Brodeur, “Aertv switched to a premium IP geolocation provider to absolutely ensure content is restricted to Ireland. We require the most accurate and up-to-date IP geolocation data.”
Read the full press release here to get more specifics on how Aertv is using IP data to comply with geographical viewing restrictions.
Tags: Geographical Rights Management · Geolocation · Online Video
January 22nd, 2014 by Rob Friedman · No Comments
In 2009, Digital Element expanded its operations into Europe in anticipation of increased demand for IP Intelligence and geolocation technology. Made up of 47 independent countries where people speak more than 200 different languages, Europe seemed a logical place where brands would need online targeting granularity at the city and postcode level.
Four years later, the demand for market-leading geolocation continues to surge, and our client list has as well. This notable growth has come from a range of companies and sectors, from multinationals to startups, involved in advertising, web analytics, online video and TV/film, financial services and eCommerce.
For example, Collective, Vibrant Media, Infectious Media, Crimtan, Smart AD, Netsprint, Adswizz, Eyeota, Flashtalking, Supersonic Ads, Affectv, and adTEN comprise our list of leading ad platform providers that need accurate geographic data for delivering ads to the right audiences.
Online video/TV/film/music distributors Virgin Media, Channel 5, and AerTV, have all recently deployed NetAcuity Edge to protect their valuable media content and improve user experience.
Read the full press release here and learn what other European brands have joined Digital Element’s client base of industry leaders.
Tags: Geolocation · Online Advertising · Online Video
December 24th, 2013 by Rob Friedman · No Comments
The Digital Element team wishes all our customers and partners a happy holiday season!
As this year comes to an end, we can’t help but look back at some of the major milestones in 2013, including a significant upsurge in customers adding more depth and granularity to their geolocation data in order to enhance their marketing efforts. As companies around the world embrace geolocation technology, many are recognizing the multitude of new opportunities that location-based applications afford.
Significant corporate milestones that have contributed to Digital Element’s success in 2013 include:
We look forward to even more in 2014 as we continue to share our location expertise and expand that knowledge base deeper into mobile marketing initiatives.
So raise your glasses with us. Cheers to 2013…and here’s to a healthy, productive and prosperous 2014!
Tags: Geolocation · Mobile
December 10th, 2013 by Rob Friedman · No Comments
2014 is shaping up to be another big year for geolocation technology. However, next year, it’s going to be about “contextual” geolocation.
- Post codes and latitude/longitude data are interesting, but more importantly, instantly knowing where the user is in terms of “place” and deriving contextual information from that (using location as a proxy for their interests) will be key. For example, knowing someone is at a high-end hotel, a Starbucks, a McDonald’s, sports venue, a school or even on an airplane tells you a lot about users and what likely interests them. Using WiFi targeting by IP address, marketers will be able to determine a lot of this information about a user-instantly-with no opt in.
- Marrying real-time trend information (from Twitter, Facebook, news or weather sites, etc.) with IP geolocation data will give additional instant contextual information about what is really going on in any given area at that point in time. Marketers will be able to use this information to target users as these trends are taking place, delivering messages that are timely and relevant.
- Marketers will be looking for a one-stop shop for geolocation technologies. There are so many different options that marketers can’t possibly keep up with when to use which geolocation technology at what time in the buying process. They will expect to have a provider that can bring all technologies to the table and be more consultative as to which technology to use at given points and how to best apply them within campaigns.
We certainly expect to see more and more brands rethink and rejigger their digital targeting strategies in 2014, especially as more of them push deeper into the mobile marketplace to reach on-the-go consumers in real time. We’ll look back at these predictions mid-summer to see if we’re on track.
The real catalyst in the push to use more contextual geolocation technology next year may actually be driven by the successes or failures of this year’s holiday shopping season.
Tags: Behavioral Marketing · Geolocation · Mobile
November 25th, 2013 by Rob Friedman · No Comments
You know the saying, “The best laid plans of mice and men often go astray.” No matter how well you plan for that big Thanksgiving Day feast, something unexpected most certainly will happen. Last-minute additions to the dinner guest list. Burnt green bean casserole. Missing pieces of Great-Grandma’s silverware (the ones you ONLY use at Thanksgiving). The dog lapping up his share of sweet potato casserole-before the guests. And, by the way, did anyone buy cranberry sauce?
Thanksgiving can be a stress-filled, sometimes “unforgiving” day. Fortunately, geolocation technology is available to help save you from some of the Thanksgiving trials and tribulations that may come your way.
- Knowing you’ll be making a trip out-somewhere-on Thanksgiving Day to buy those last-minute items, you log on to your home computer that morning to check store hours for your favorite grocer. The website automatically displays store locations in your ZIP code area with hours of operation for Thanksgiving. Eureka!
- Now that you don’t have to run all over town looking for groceries, you have a few minutes to steal yourself a latte at the local coffee shop. You’ve even got time to log on to WiFi and check the football line-up for the day. What’s this? An ad from the local day spa suggesting you give “the Thanksgiving cook in your life” a day off from the kitchen. You’ll be king (even if you did forget the cranberry sauce)!
- Since you’ve previously opted in to receive in-store specials (it is your favorite grocer after all), you get an ad on your smartphone while shopping with a buy-one-get-one-free offer on select organic items. The four “cousins twice removed” from California that are now coming to dinner only eat organic. You must be the luckiest guy in the world!
- And, while it’s probably too late to save this year’s sweet potato casserole, after dinner you use your favorite mobile app on your tablet to find a list of dog training programs in your area in preparation for next Thanksgiving. Oh, look buddy, school starts on Monday!
These are just a few ways that geolocation touches our lives-not only for Thanksgiving, but each and every day.
Here’s to a healthy, happy and stress-free Thanksgiving holiday to one and all.
Tags: Geolocation · Mobile · Online Advertising
November 14th, 2013 by Rob Friedman · No Comments
Ad:tech New York delivered on its promise to be THE Digital Marketing event of the year. A lot of the hub-bub seemed to be around Big Data. Information. Intelligence. Analytics. Whatever you want to call it.
Marketers are reveling at the abundance of information they have at their fingertips to hone campaigns. Consumers are becoming more willing to pass along data to preferred companies when there’s a relevant deal in it for them.
Life is good! That is, if the information you’re getting is reliable and accurate.
The Digital Element booth was busier than ever fielding questions from brands, publishers, advertising networks and mobile marketers about geolocation. Their current challenges: Data accuracy and granularity. So many of our visitors realized using subpar data for their online geotargeting initiatives was just like throwing money down the “cyber” drain.
Outside of our geographic location datasets, which can target from a country level down to a ZIP or postcode level worldwide, visitors were keenly interested in our other solutions that can identify the carrier and connection type (WiFi or cellular) a mobile visitor is using based on an IP address.
Our team looks forward to reconnecting with everyone once we’ve all had a chance to fully decompress.
And, oh, did I forget to mention the Kevin Jonas keynote?
Tags: Geolocation · Mobile · Online Advertising
October 15th, 2013 by Rob Friedman · No Comments
We’re very excited to announce that our NetAcuity® platform has earned accreditation from the Media Rating Council (MRC) for its geographic location identifications. We’re just as proud to be the first provider of IP geolocation data to gain MRC accreditation.
The MRC is the independent industry organization whose mission is to ensure valid, reliable and effective audience measurement services. Specifically, MRC accreditation certifies that NetAcuity’s geolocation identifications for U.S. data at the Designated Market Area (DMA) level and above adhere to the MRC’s Minimum Standards for Media Ratings Research.
So what does this really mean?
It means that we’re delivering on our promise: To provide the industry’s most accurate data for geotargeting. Online marketers can now feel even more confident about the quality, depth and accuracy of our geotargeting capabilities. This accreditation validates the reason we’ve been the trusted partner to many of the world’s largest websites and brands as well as over a hundred ad networks for more than a decade.
This accreditation is another first for Digital Element, and another win for online marketers.
Get more details here on what this means within the digital advertising ecosystem.
Tags: Geolocation · Online Advertising
October 14th, 2013 by Rob Friedman · No Comments
Every day, the Turn Cloud Marketing Platform makes over 75 billion advertising decisions and analyzes more than 1.5 billion customer attributes. Its robust architecture provides instant access-responding within 10 milliseconds-to over 2 trillion display, mobile, social, and video advertising impressions every month.
According to David Simon, business development director, Turn, “Consumers are spending more of every day connected to the Internet, on multiple devices, and that means they’re generating enormous quantities of data-data that provides unparalleled value for marketers. Geographic location plays such an important role in the offline world that our clients demand best-in-class geotargeting solutions that are scalable and globally applicable for their online campaigns.”
That best-in-class solution? NetAcuity® .
In 2008, Turn first added the NetAcuity IP Intelligence solution to its technology platform, then followed up with the addition of the hyperlocal NetAcuity EdgeTM dataset, and has most recently expanded to the company’s mobile product.
Read the full case study here to see how Turn is using multiple geolocation datasets to help optimize performance, provide more control and insight, and produce greater profits for its Fortune 1000 marketer clients.
Tags: Geolocation · Mobile · Online Advertising
October 1st, 2013 by Rob Friedman · No Comments
I’ve said it before, but it’s worth repeating: Data is power. And, that certainly rings true for online advertising campaigns when it comes to delivering the right message, to the right audience, at the right time.
Unlocking that power takes the right blend of technology, expertise, and data to realize real results. And, I’ll say this (again): Accurate data is the foundation of today’s business.
MBuy is a company that gets this. Its audience-based buying solution uses a number of different data points to create powerful, targeted plans that deliver cost-effective results for its clients. Most recently, MBuy incorporated the NetAcuity® IP Intelligence and geolocation solution to help power clients’ campaigns:
- Hyperlocal data - Provides better reach for ZIP- and radius-targeted campaigns without paying additional third-party data fees
- North American Industry Classification System (NAICS) data - Allows for more advanced B-to-B targeting while reducing historically expensive costs.
To learn more about how MBuy is enhancing its data, click here.
Tags: Geolocation · Online Advertising