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LocalResponse takes targeted ads to new level

Fri, 05/25/2012 - 12:18pm
Brian Santo

LocalResponse has launched a service that scans social network sites for mention of specific products or categories of products, and then gives advertisers the opportunity to respond with display ads containing relevant offers.

LocalResponse calls its service intent targeted advertising. It works with public social media channels such as Twitter, Facebook, Pinterest and Foursquare.

For example, a tweet from a user saying they are looking to trade in their BMW X5 could result in an Audi Q7 banner ad appearing on that same consumer’s desktop.

Thus far, targeted advertising has been not quite as focused as the phrase suggests. Intent targeting is aimed to improve results by improving targeting by taking into account specific references and the context in which those references were made.

LocalResponse launched its first retargeting campaign product late last year, based on Twitter check-ins, and claims to have generated impressive results for advertisers such as General Motors, Aveda and Coca-Cola, among others.

LocalResponse is backed by Cava Capital, Vodafone Ventures, Verizon Investments, Metamorphic Ventures, Extreme Venture Partners, Jim Pallotta and others.

“Our ability to make ads more relevant by customizing them based off social media expression allows us to target against very unique data sets, which creates a massive opportunity for advertisers to achieve engagement on campaigns that are in many instances two or three times greater than any campaign they’ve been able to run before,” said Kathy Leake, president and co-founder of LocalResponse.

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