(1888PressRelease)
May 07, 2009 - Lotame today announced the availability of Stadium, a platform enabling the creation of custom audiences for targeted online ad campaigns using anonymous social data. Stadium leverages Lotame’s groundbreaking Crowd Control targeting technology to give partners direct access to a wide range of tools for delivering, measuring and analyzing online ad campaigns.
Stadium is the first ad delivery platform, powered by social data, to be made openly available for use by any company looking to improve the precision and performance of online ads. Stadium is available now in versions designed for advertising agencies, publishers and networks.
“Horizon Media is innovating and bringing more transparency to online advertising,” said Andy Monfried, chief executive officer for Lotame. “The metrics typically used by the advertising industry all aim to determine how well a message was conveyed to people who matter. Stadium eliminates guesswork by only reaching people who matter, and goes beyond that to determine exactly how the message was received and if it created the desired effect.”
As social functionality and community behavior becomes more popular and more pervasive across the Web, anonymous information about user attributes and interests, stated and demonstrated through social behavior, becomes a valuable resource for improving campaign delivery and performance.
For the last two years, Lotame has developed and refined its platform to collect, organize, analyze and use this information responsibly to eliminate waste from ad campaigns. During that period, Lotame has served ads for campaigns supporting more than 100 brands, including leaders in consumer packaged goods, entertainment, financial services and telecommunications.
Stadium for Agencies (SFA):
Stadium gives agencies the power to direct campaigns to custom audiences via data partnerships with preferred publishers, in essence creating their own ad networks. Horizon Media has built a proprietary platform for media buying based on Stadium, allowing Horizon to form a richer connection to publishers. As a result Horizon can create audiences on the fly based on attributes and behaviors that matter most to specific brands.
“The whole game is value – increasing the value and decreasing the noise in the relationship between the consumer, advertiser and publisher. Stadium allows us to continue to make sophisticated investment decisions on behalf of our clients,” said Donnie Williams, VP, digital strategy for Horizon Media. “It provides the consumer with more meaningful brand engagement opportunities – and offers deeper visibility and technology solutions to publishers. It embodies our approach as a company and our commitment to partner collaboration as a key ingredient to success.”
Stadium for Publishers (SFP):
Publishers can use Stadium in order to offer advertisers opportunities to reach specific segments of their audience. By packaging advertising to specific audiences rather than via specific pages, a publisher can price ads according to a more reliable measure of each impression’s value in building relationships within the target audience, and because Stadium doesn’t require the capital investment of building a platform, the costs don’t begin before the value is realized.
Stadium for Networks (SFN):
Ad networks offer sizable reach. Lotame’s Stadium offers networks the ability to use data and technology to directly connect advertisers to the audience on a “brand to person” basis for greater targeting flexibility and precision. “By taking proven targeting principles of audience development and applying them to what we can learn from social activity, online media networks can rise above the crowd and combine their extensive reach with pinpoint targeting and make their networks even more compelling to advertisers,” said Monfried.
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