DART Motif Offers ShopLocal's 'Store Circular' Ad Unit

  |  October 11, 2006   |  Comments

] The geo-targeted ad unit delivers regional sales and offers; clients include CVS and Walgreens.

ShopLocal signed with DoubleClick to distribute its geo-targeted "online circular" ad unit through the DART Motif rich media platform. The product was previously in beta on newspaper sites and through DoubleClick, but will now become available to additional publishers.

The rich media unit first appeared during the summer with a CVS campaign on Tribune Interactive sites and another for Walgreens. In addition to the pharma companies, ShopLocal has about six clients negotiating contracts or about to start campaigns.

Newspaper Web sites are a natural fit for an online circular unit, though not the only target for the product. ShopLocal hopes to hit newspapers and portals for their ability to identify users by location through registration data. The deal with DoubleClick makes the "SmartMedia" unit available to a wider range of publishers and advertisers.

"From a publisher's standpoint, assuming they can make a case to a retailer that they have a localized audience or a shopping audience, the publisher can sell inventory to the advertiser," said Bob Armour, VP of marketing and business development at ShopLocal.

The ad unit is a joint offering. DoubleClick will make it available to all of its clients, and ShopLocal will do the same. DoubleClick said there is overlap between the two companies and sees synergy in the deal.

The rich media unit emulates the shopping circular distributed in local newspapers and in stores, highlighting special sales on what's in stock at a given location. Users can scroll through the week's sale items and select product categories to find more specific offers. In some cases coupons can be printed and brought to the store. Each ad is geographically aware, and can pull regional store data based on a user's site registration or IP address info.

"It can look the way the client wants it," said Armour. "There's multiple implementations. There is no defined structure, it's what works in the context of the site, and what the advertiser wants."

Advertisers update their weekly sales in a template and can change out the creative with each rotation. "It is live data, so you get only the most recent data in the ad," said DoubleClick VP of Rich Media Ari Paparo. Reporting includes post-click measurement.

PointRoll began offering a similar unit almost a year ago.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Enid Burns

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

WEBINARS

Jobs

    • Web Writer
      Web Writer (Money Map Press) - BaltimoreDo you have a passion for the markets and investing, and writing? Do you want to spend your days providing...
    • Web Production Specialist
      Web Production Specialist (Money Map Press) - BaltimoreMoney Map Press is looking for a self-starter to perform and oversee the production of daily...
    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Downers GroveWe are looking for a talented Internet Marketing Campaign Manager...