Valassis Audible Offers Creates New Channel for Proven and Measurable TV Advertising Efforts
LIVONIA, Mich. – Valassis, a leader in intelligent media delivery, announced the launch of Valassis Audible Offers, the first advertising technology and media solution that enables advertisers to transform their broadcast TV, radio and YouTube advertising into targeted and scalable distribution channels for digital offers.
“As consumers interact with brands on a variety of media channels, advertisers continue to seek innovative approaches for higher advertising returns and adoption rates on their mobile applications. At the same time, consumers now expect promotional messages to be more geared to their unique interests and demands”
While a consumer watches a television commercial or listens to a radio ad, a personalized offer is sent to their mobile device simultaneously – that’s the power of Valassis Audible Offers. This new solution from Valassis allows advertisers to engage viewers on various channels for a synchronized experience.
Expanding its intelligent media delivery capabilities into broadcast advertising channels, Valassis Audible Offers enables advertisers to leverage their existing broadcast media to trigger second-screen experiences on any mobile device, without the need to invest in additional hardware. By embedding Valassis’ proprietary triggers into advertiser broadcast spots, a signal triggers advertisers’ exclusive offers to be automatically sent to mobile applications on consumers’ devices.
This new platform enables advertisers to send targeted offers directly from their TV, radio and streaming ads to the consumer’s mobile wallet, and these offers can be automatically inserted into Apple Wallet and Google Wallet, bringing brands into a new era of connectivity with the consumer. The platform can target viewers based on their age, gender, location and media consumption behavior, bringing the reach of traditional TV, radio and streaming media advertising from the household level to the individual level.
Advertisers can integrate the solution into their own mobile applications with Valassis’ easy-to-use and free to install software development kit (SDK). Through Valassis’ exclusive agreement with ACTV8me, advertisers can also engage with consumers through the Mobii mobile media wallet app, which can attribute the purchase of a product – either online or in store – to a particular commercial.
“As consumers interact with brands on a variety of media channels, advertisers continue to seek innovative approaches for higher advertising returns and adoption rates on their mobile applications. At the same time, consumers now expect promotional messages to be more geared to their unique interests and demands,” said Victor Nichols, CEO of Valassis. “With Valassis Audible Offers, it’s now great to have a consumer on their device while an advertisement is airing as we can deliver a targeted mobile offer that directly aligns to the commercial. Prior to our new solution, advertisers were unable to achieve engagement at scale, especially with their own mobile applications. We are making TV and radio advertising multi-purpose at a very low cost.”
This new solution is completely opt-in for consumers, as the branded app will request access to their mobile devices’ microphones. Once consumers agree to the access, Valassis Audible Offers will manage and report on campaigns from its cloud-based administration portal, where real-time performance data is tracked and analyzed for future optimization as needed.
ACTV8me’s Founder and CEO, Brian Shuster, said, “Television, radio and video streaming ads are impactful mediums for creating brand awareness. By adding this dynamic offer delivery system and transactional platform, we can identify user engagement data and transactional data down to the individual. The platform also identifies at which point a consumer was inspired to make a purchase, what value triggered the consumer to act and which media inspired the transaction.”
To learn more about Valassis Audible Offers, please visit http://www.valassis.com/digital-advertising/mobile-marketing#audible-offers.
Valassis is a leader in intelligent media delivery, providing over 58,000 clients with innovative media solutions to influence consumers wherever they plan, shop, buy and share. By integrating online and offline data combined with powerful insights, Valassis precisely targets its clients’ most valuable shoppers, offering unparalleled reach and scale. NCH Marketing Services, Inc. and Clipper Magazine are Valassis subsidiaries, and RedPlum® is its consumer brand. Its signature Have You Seen Me?® program delivers hope to missing children and their families. Valassis is a wholly owned subsidiary of Harland Clarke Holdings Corp.