WSJ Network Uses Ad Retargeting to Extend Campaign Reach Beyond DOOH Network to Desktop Screens
NEW YORK, NY — Ad retargeting is commonly used by online marketers to track your activity based on the theory that if you’ve looked at a specific item or service online, then your most likely interested, therefore related advertising and offers are then “retargeted” to you as you visit other websites.
An announcement by The Wall Street Journal Office Network (WSJON), a place-based digital out-of-home network with digital signage screens in more than 750 office buildings in 15 cities and Bizo, a B2B audience marketing firm that tracks business professionals, have formed a partnership that puts a new twist on the ad retargeting model.
Using a combination of advanced data matching, that includes IP addresses, WSJON and Bizo are retargeting advertising campaigns running on The Wall Street Journal Office Network’s lobby-based digital screens to desktop PCs running in the same office locations. Using ad retargeting makes sense for digital out-of-home networks and their advertisers where there’s a direct correlation between a network’s location and fixed screens that share a common IP range or geo-fenced location. The WSJON/Bizo ad retargeting platform was launched in August with advertisers that include Oppenheimer Funds as well as other financial and technology brands.
“The Wall Street Journal Office Network partnership with Bizo allows advertisers to digitally re-target messages to those seeing digital video advertising on WSJ Office Network screens,” said Jim Harris, CEO of The Wall Street Journal Office Network.
“The combined WSJON/Bizo platform moves ads even closer to the points of online consideration and purchase, supporting B2B and affluent consumer advertisers who want to influence business decision-makers and high net worth executive audiences at work,” said Russell Glass, CEO of Bizo.
“We are always looking for innovative ways to make our advertising investments work harder. When The Wall Street Journal Office Network allowed us to extend ads from their screens in the lobbies of target audience-rich office buildings right to viewers’ desktops, we immediately saw this as an opportunity to make our media buy more effective and efficient,” said Marty Willis, CMO of Oppenheimer Funds.
Editor’s Note: Wall Street Journal Office Network was acquired by Captivate in April 2014.
Free Trend Report: Why Location Is the New Currency of Marketing
Finding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers. Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. In addition, consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify.
Active consumers spend money, and while they are going about their daily routine, they are also actively looking for information. According to Google, more than 50% of all mobile searches have local intent, and 17% of search happens while consumers are on the go.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place-based (DPb) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Location-based mobile and digital out-of-home media are part of a larger multiscreen ecosystem that effectively amplifies brand messages to create a deeper level of engagement with active consumers.
Why Location Is the New Currency of Marketing is aimed at CMOs, media buyers and strategists and provides insight into why marketers are increasingly shifting their advertising dollars to these rapidly emerging media platforms.
Highlights from Why Location Is the New Currency of Marketing include:
- The Connected Consumer
- Leveraging the Moment
- Multiscreen Campaign Planning
- Amplifying Reach With DOOH Media