In what's said to be a first, Interpublic Group local media and marketing shop Geomentum is teaming with digital video distributor Mixpo to create a nationally scalable, ZIP code-level addressable platform to dynamically insert digital video messages into banner ads.
The cable industry has been trying to develop a comparable service for its broadband TV feeds for years. But that bid has been hampered by incompatibilities with the hardware deployed by different cable operators.
The digital offering from Geomentum and Mixpo avoids those incompatibilities because it is software driven.
With the Mixpo deal in hand, Geomentum is launching what it calls the Hyper-Local Network, said agency CEO Dave Walker. The shop will now team with a number of partners to bring scaled, addressable media planning and buying applications to other digital channels as well, including mobile, out of home and digital extensions of print.
"We're creating an eco-system at the hyper-local level," Walker said. The platforms in the different channels "can create dynamic data feedback loops, informing each other of the effectiveness and efficiency of the media we are buying," he said.
Clients will know almost immediately what kind of sales lift is generated by different combinations of ads, Walker said. And Mixpo can track additional metrics like video sharing and the number of times an interactive coupon embedded in a video is clicked on or downloaded.
Tech partners like Mixpo will enable clients to assess quickly whether ads are working or not, and immediately replace those that aren't, Walker said.
The application is especially useful for national clients, such as retailers or car companies that have many outlets around the country but that need to communicate with local customers, said Walker.
According to Mixpo CEO Anupam Gupta, the company allows clients to deliver more relevant ads based on factors like geography and time of day. The company's technology identifies IP addresses of computers, making it easier to pinpoint specific markets and ZIP Codes, he said. "It's the bridging of what we do locally with the national scale brought by Geomentum that is the new thing," he said.
Mixpo and Geomentum have been testing the digital video service for six months, working with a handful of clients who Walker said he could not divulge. He said Geomentum wouldl hash out agreements with several more tech companies to deliver ads on different digital platforms in the next six months.