NetAcuity Edge Solution Supplies Hyperlocal Data to Enhance Video, Map and Carousel Features
ATLANTA – Spongecell, a creative technology company that transforms standard online ads into dynamic, interactive experiences, has added IP geolocation technology from Digital Element, the leading provider in IP Intelligence and geolocation solutions, to help brand advertisers and their creative and media agencies deliver more engaging and effective video and display campaigns.
Spongecell provides a feature-rich technology platform that helps marketers easily and more efficiently produce online ads that tailor their messaging to match viewers’ gender, location or even local weather, all in real time. Spongecell allows advertisers to add a range of interactive features to their standard ad unit, increasing the consumer’s engagement and extending the advertiser’s reach. Spongecell serves a wide variety of industries and has a large advertising client list that includes major brands such as Dell, AT&T, Kraft and IBM.
“We’re always looking to give our clients the best data and the most accurate tools,” said Byron Ellis, chief technology officer for Spongecell. “Digital Element has a great reputation in the advertising world. After testing Digital Element’s NetAcuity technology and seeing the success rate and their ability to deliver the most complete data, we’re convinced this reputation is well deserved.”
Spongecell is currently deploying Digital Element’s hyperlocal data solution, NetAcuity® Edge, within in its platform to supply geographic location features down to a ZIP or postcode level for ad functionality that includes video, interactive maps and carousels (where multiple products, offers or coupons are showcased). Examples of applications include:
• For automakers: Synch the geographic location of viewers with their local weather to automatically show convertibles when it’s sunny or display SUVs with four-wheel drive when it’s snowy
• For airlines: Highlight flight deals in and out of local airports near where users are geographically located
• For financial institutions: Display interactive, geo-targeted maps that indicate the nearest branch and ATM locations with services available to viewers
“Location is undoubtedly one of the most important factors to drive engagement with a brand―whether it’s offline or online,” said Rob Friedman, executive vice president, Digital Element. “Spongecell’s unique ability to apply IP geolocation technology to create a more dynamic, interactive online ad viewing experience will help brands across the board to create deeper engagement with their audiences and keep users on publishers’ pages longer.”
In addition to NetAcuity Edge, Spongecell is looking to integrate other Digital Element IP Intelligence offerings in the future to help its clients take advantage of targeting capabilities using domain, ISP, home/business, proxies and organization name data.
About Digital Element
Digital Element delivers the de facto standard in IP Intelligence, providing coverage for 99.9999 percent of the Internet. Digital Element’s patented technology combines Internet routing infrastructure analysis with hundreds of millions of partner-derived online end-points, resulting in the most accurate IP geolocation data available today. Most of the world’s largest networks, websites, retailers, publishers, advertisers and more deploy Digital Element’s IP technology to target advertising, localize content and video streaming, manage geographic rights and enhance analytics. As an industry pioneer, Digital Element has long been a technical leader in evolving non-invasive IP Intelligence technology.
For more information on how to uncover new levels of insight about online users, please visit www.digitalelement.com. Digital Element is a business unit of Digital Envoy.
About Spongecell
Spongecell is an award-winning advertising technology company that transforms standard ads into dynamic, interactive ad experiences that run anywhere on the web. Spongecell’s data-driven ad solutions help brand advertisers and their creative and media agencies deliver more effective video and display campaigns and better analyze consumer engagement, enabling superior ROI. An independent, privately owned company, Spongecell is headquartered in New York City and has offices across the United States and Europe. Find out more at www.spongecell.com.
