SVG Media’s display ad network Velocity has introduced a new feature called Smartzones, which offers location based audience targeting facility to advertisers on smartphone platforms like iOS, Android and Symbian.
The company said that Smartzones will enable advertisers to reach out to specific audience segments like travelers, sports enthusiasts, shoppers and entertainment seekers at busy locations like airports, stadiums, shopping malls and select streets in the country and target customers who are either researching about a specific category or product on their mobile phones or are in the vicinity of the advertiser’s point of sale and showing purchase intent.
Velocity Launch: SVG Media had launched Velocity in India and Asia Pacific region in January 2013. The company had claimed that this data-backed display ad network will provide targeted reach and relevant audience to advertisers and offer products like audience display, video, mobile, rich media, social, data targeting and specialty display.
According to the company website, it claims to have interest and intent based audience data from over 33 million unique users across multiple audience segments and access to inventories of premium publishers like 4shared, Fruit Ninja, Newshunt, Myfitnesspal, EA-Tetris and EA Scrabble among others. It also claims to offer audience data from over 72 million unique users across various segments like automobile, travel, entertainment, and retail among others.
Similar developments: In October 2012, SVG Media had also launched a digital marketing data provider called Precision Match. PrecisionMatch offered a channel for publishers to analyze, categorize and monetize audience data, while advertisers can use this audience data for optimising performance of its display campaigns.
In January 2013, Vserv had launched a mobile advertising solution called AudiencePro, which leveraged telecom operator data to provide better targeting to advertisers. At launch, the company had partnered with India’s largest telco Bharti Airtel for this initiative.
Vserv had informed that AudiencePro will provided as a value added solution for advertisers on its mobile advertising platform wherein advertisers can choose to improve targeting by opting for AudiencePro, for which they will be charged a premium over Vserv’s standard CPC and CPM advertising rates. Prior to this, Vserv offered circle-specific ad targeting, which enabled advertisers to target specific telecom circles in India.