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NEW YORK In a bid to help marketers execute highly targeted strategies across the fragmented media landscape, Interpublic Group’s Mediabrands has launched a practice called Geomentum.
The new unit offers consulting, research, planning and activation for traditional and emerging channels in the so-called “hyper-local” sector. Basically, hyper-local media include all outlets that allow clients to target customers in regions smaller than a Nielsen TV market (DMA). Specific ZIP codes, city blocks or even individual households come into play, with ad messages delivered via interactive TV, zoned editions of newspapers, Yellow Pages, outdoor media and local search.
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