In-Store Ad Network -But Not DOOH; BRX Serves Planners; DoubleClick’s Real-Time Ads In China

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In-Store Ad Network

Digital-out-of-home ad network for your mobile phone? PointInside calls it a private mobile ad network – nSide – and it rides inside a retailer app – another, potential “showrooming” weapon for offline retailers. GigaOm’s Ryan Kim explains, nSide technology enables “users to create shopping lists, see specials and find items in the store. When a customer goes to the actual store nSide takes their browsing patterns, shopping list items, and purchase history if available and matches it with their exact location and expected path inside a store to offer up relevant deals or coupons from the retailer and its brand partners.” Seems like Foursquare could be a player here, too. Read the release.

Pass The Real-Time

The Washington Post has begun running its real-time ad campaigns using its own home-grown technology. TechCrunch’s Anthony Ha exhales, “The idea of real-time advertising is hardly a new one, but as The Post noted, they’re usually offered by ad tech companies or ad networks.” Geo-targeted for the Washington area, the real-time part here appears to be the social feeds which are pulled into the ads in real-time. Read it.

Targeting Event Audiences

On The Scout Research blog, the publisher analytics firm’s SVP of Strategy, Matt Shanahan, pivots off of some B2B media spend data from Veronis Suhler Stevenson and paints a careful analysis on the interplay of the event and display advertising businesses. He concludes, in part, “Events have more fixed costs and revenue risks compared to digital display advertising. Consequently, sizing and locating the events to correctly match the audience is critical. Over time, the publisher can begin to benchmark the specific conversion rates of different events with the audience, and model even more closely to the revenue potential.” Read it.

Let’s Plan

BrightRoll Exchange follows its announcement last week that its video ad inventory would be open for bidding through AppNexus with new tools looking to serve planners. The company says in a release, “Inventory Planner, VideoRank and BrandWatch are proprietary tools integrated into the company’s exchange (BRX) that enable buyers to streamline the planning, performance and safety of digital video campaigns.” Read more about the tools.

RTB China

It’s official. DoubleClick Ad Exchange is now in China. Read more (but you will need to know Chinese). TechAsia covers the news and notes another “challenge”, “Google’s China country manager for media and platforms solutions, David Chen, announced the DoubleClick roll-out on the company’s local blog (which is, lamentably, blocked in China along with the whole Blogspot domain).”

The B2B Social Ad Network

LinkedIn is quietly building new features into its platform which echo the targeting on B2C site Facebook. According to MediaPost’s Mark Walsh, “LinkedIn just introduced a service that allows businesses to tailor content sent to followers according to various criteria, including industry, seniority, job function, company size, non-company employees and geography. Those are among the same targeting categories available to third-party advertisers on LinkedIn through its self-serve ad solution.” Read more.

Showroom Harakiri

Showrooming is under the microscope again at The Wall Street Journal as, ironically, brick and mortar retailers are being underpriced by their online doppleganger. The WSJ’s Ann Zimmerman finds that a new study by the investment research arm of William Blair shows, “Big retailers often have better prices online than in their stores;’s are 2% cheaper than those in its stores and Wal-Mart’s are 1% less, the William Blair study found.” Read more.

New Website

Retargeter Criteo has launched a brand, new site. See it now!

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