Countering the trends in digital marketing by delivering applications that
create actionable insights for use in multi-channel media and data centric
marketing programs
Boston –(February 27, 2013) Digilant, the leading real-time media-buying
platform, today announced its focus on bringing clarity to the overcrowded
ad technology landscape via a direct-to-brand approach to customer
relationships and a focus on helping marketers Do Better Advertising. As a
significant deliverable against this strategy, Digilant also announced a new
consulting practice to help brands and agencies develop multi-channel
advertising and data strategies that maximize their investments in digital
media.
Too often the overall business goals get lost between the CMO and the agency
because the industry is skewed toward the wrong metrics. Market pressure
forces agencies to allocate their online budgets to remarketing in order
to measure up to industry standards, when in reality better advertising
isnt about counting clicks or chasing reluctant consumers around the web
with remarketing messages. Better advertising is a result of creative that
works effectively through targeting and measurement to give consumers what
they want by identifying a need and delivering a message that resonates with
them on a human level, in the right context at the right time of day.
Focusing its efforts towards doing better advertising, Digilant is steering
the conversation away from technology jargon and bidder speed back to the
purpose for which the company was built– helping marketers achieve an
intelligent advantage. An intelligent advantage is realized when marketers
are able to make use of information they have about their customers in order
to reach even more like-minded people with relevant ads that entice them,
rather than annoy them.
Every brand has some data advantage, said Edward Montes, CEO. Activate
it. Our services are only valuable if you know what you want to do.
To deliver on its mission, Digilant has brought-to-market applications that
deliver on two things: insights and outcomes.
Insights – What do brands know about their customers? For brands that dont
have a lot of information, weve built applications to create this
information.
Outcomes What is the brand trying to achieve? This is where most
advertising is failing today. Advertising is not really being optimized
toward the brands goals but instead, chasing false positives because the
desired outcome has not been clearly defined.
Introducing Dr. Digilant, the Data Scientist
In an effort to help marketers make sense of the confusing world of ad
technology, Digilant is introducing a quirky data scientist, Dr. Digilant.
Dr. Digilant will provide answers to questions from bewildered advertisers
and agencies who are seeking advice on how to apply the right applications
to their marketing campaigns to Do Better Advertising. Dr. Digilant will
be a regular contributor to the Digilant blog and will appear in Digilants
advertising campaigns. Dr. Digilants alter ego, Vigilant Man, is only seen
at night, fighting ad crimes.
Poised to Become A Trusted Advisor
Better advertising means different things to different stake holders: for
marketers it means creating competitive advantage through customer
intelligence; for agencies it means activating intelligence to prove
themselves invaluable. Digilants new consulting practice draws upon the
companys proprietary knowledge of best practices, industry norms and the
customer journey to develop multi-channel advertising and data strategies to
maximize the investment in digital media.
Building Market Momentum
In the past month, Digilant has secured contracts with global brands such
Pepsico and Wal-Mart, agencies such as Initiative and Carat and
multi-cultural initiatives on behalf of Chevrolet, Buick and Wells-Fargo.
New Digilant Consulting Services Help Customers Maximize Return on Marketing
Investment and Do Better Advertising
Serving as a Trusted Advisor and Delivering Intelligent Advantage by Drawing
Upon Proprietary Knowledge of Best Practices in Digital Media
BOSTON — (February 27, 2013) Digilant, the leading real-time media-buying
platform, today announced its strategy to help marketers Do Better
Advertising. At the core of this strategy is a focus on giving marketers an
Intelligent Advantage by leveraging audience insights to achieve the desired
business outcomes. Further delivering on this notion, Digilant is expanding
its services to include marketing consultation, bringing actionable planning
and strategic vision to agencies and brand marketers seeking to get more
value from their digital advertising programs.
Taking the steps to Do Better Advertising will yield different results for
different stakeholders: for marketers, it means creating competitive
advantage through customer intelligence; for agencies, it means activating
intelligence to prove themselves invaluable. Digilants new consulting
practice draws upon the companys proprietary knowledge of best practices,
industry norms and our experience as brand marketers and advertisers to
develop multi-channel advertising and data strategies to maximize the
investment in digital media.
Analyzing industry norms and finding ways to surpass them is what affects
the bottom line, said Edward Montes, CEO at Digilant. Our work in this
area sets us apart from other advertising technology companies because were
partnering with marketers to help them advance their business, not just meet
CTR or CPA goals.
For example, Digilant is working with a major cosmetics brand that is
looking to reach affluent travelers coming to the U.S. from the other
regions. Analyzing existing customer data and creating a strategy that takes
into account the target audiences surfing behavior prior to traveling,
Digilant is helping the cosmetics brand achieve their desired outcome.
Digilant has developed best practices across several industry sectors
including automotive, consumer electronics, finance, grocery, insurance,
telecommunications and travel, enabling them to provide custom insights and
improve business results.
