Set to take content relevance to the next level, Mail & Guardian will now incorporate the Vicinity Media technology within banner ad properties across the M&G online platform to offer location-relevant advertising to readers.
Charles Talbot, Vicinity Media's Head of Publisher Acquisitions explains that in partnership with Editor-In-Chief Chris Roper, the publisher agreement enables Mail & Guardian to provide a contextual advertising content to readers, alerting them to offers in their immediate proximity.
"The partnership assists Mail & Guardian in increasing the monetisation of its existing ad publisher inventory. For us this is a great partnership - Mail & Guardian is exactly the kind of publisher we aim to align with, based on the quality user demographic. Going forward we strive to secure a varied selection of users across the higher and lower LSM's. The partnership validates the appeal and effectiveness of our location-based ad network."
Daryl van Arkel, Vicinity Media's CEO adds, "Mail & Guardian liked the fact that we are a start-up company challenging the market - they want to be part of that. For Mail & Guardian the partnership delivers a complimentary service to its readers and adds relevance to the advertising presented across the platform. Our location-based mobile technology assists in maximising the current M&G advertising assets. For us the alignment with Mail & Guardian is a natural progression and we look forward to the brand offering a more relevant value add to its reader base."
According to Vicinity Media it's vital that brands and agencies realise that location-based advertising is here now, and expanding rapidly based on its success. "If you're seeking ways to engage directly with consumers, be it though an app, mobi site or a website, it's time to include location-based mobile advertising into the strategy," concludes Daryl.
VICINITY
Vicinity Media is a premium mobile advertising network that offers true proximity targeting to advertisers. Vicinity harnesses best of breed technology and location expertise to deliver street level location targeting and drive mobile users into advertiser locations. Vicinity targets users further based on search term, handset type, time of day or day of the week, ramping up the relevance of mobile campaigns to never before achieved levels. Vicinity Media is bringing a Relevance Revolution to mobile.
