the inventor of Path to Purchase Media, has announced the launch of its
new pre-roll product, which will enable advertisers to target shoppers
from specific premium retailers and other top e-commerce websites with
pre-roll impressions as they browse the web.
OwnerIQ's unique targeting solutions enable advertisers to target online
ad messages to consumers based on the products and brands that they are
browsing on e-commerce and transactional websites. Early last year, the
company launched its Retailer Branded Audience product, a targeting
solution comprised of the website audiences of specific premium
retailers - giving brands a unique way to drive sell-through in their
retail channel with their online ad dollars. Through its in-house
demand-side platform, OPTMS, OwnerIQ is now able to combine pre-roll
inventory with targeting data based on consumers' browsing behavior on
their retail partners' websites.
OwnerIQ believes this will be a game changer for many of their brand
advertisers that sell products through retail. "Sight, sound and motion
is still one of the most effective methods to deliver a brand message to
consumers," said OwnerIQ CEO and Cofounder Jay Habegger. "Today, brands
that deploy video assets, whether through TV or digital, to support
theirretail channel have limited targeting options. We are offering
these brands a way to get their video ad in front of consumers who have
explicitly identified themselves as a shopper of a specific retailer."
In addition to online video buyers, Nick Vallante, Media Director at
Carat thinks these types of solutions will be attractive to TV buyers as
well. "Brands spend millions of dollars on national and local TV
advertising to support their retail channel," said Vallante. "While it
is still an effective medium, it can be very expensive and have a
notable percentage of waste due to its targeting limits. Solutions like
OwnerIQ's pre-roll product are interesting because they can be a very
efficient way to extend the reach of our TV campaigns against our
retailers' customers, making it a good complement to our TV buys."
Habegger says that the company's OPTMS platform is integrated
with the major video inventory platforms, which gives it access to
approximately 90% of all pre-roll inventory available via RTB (real-time
bidding) in the US and Canada.
This story appeared first in the
OwnerIQ is pioneering the concept of Path to Purchase Media. They
transform consumers' interactions with products and brands along the
path to purchase into powerful new online advertising solutions and
The companies' Path to Purchase targeting solutions are powered by their
unique data and technology. Their data is directly sourced from over 300
data partners comprised of some of the most popular websites used by
consumers along the path to purchase: Retailers, Manufacturers, Price
Comparison Engines, Coupon Websites, and Product Support Sites.
OwnerIQ's technology was designed specifically to maximize the
performance of their unique Path to Purchase data in the world of
programmatic buying. CoEx
is their data management platform (DMP) which tags and catalogues over 1
billion consumer product and brand interactions per month. OPTMS
is their demand side platform (DSP) which is integrated with every major
inventory pool - seeing billions of pre-filtered advertising
opportunities via real-time bid (RTB) daily.
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