Welcome!

News Feed Item

iCrossing Unveils New Audience-Based Search Targeting Offering

iCrossing SearchAi Marries Proprietary Technology and Hearst Audience Data With Google's RLSA to Increase Cost-Savings and Targeting Effectiveness for Clients

NEW YORK, NY -- (Marketwired) -- 06/25/14 -- iCrossing, a unit of Hearst Corp., has introduced iCrossing Search Audience Intelligence (SearchAi), a new performance media offering that integrates iCrossing's proprietary Connected Marketing Platform (CMP) with Hearst's premium audience data to deliver the first agency solution that drives audience-based search targeting through Google Remarketing Lists for Search Ads (RLSA).

For the first time ever, a digital marketing agency will tap the global audience of a premier publishing company to offer audience-based search targeting through Google RLSA. iCrossing has preferred agency access to the vast pool of premium audience data in the Hearst audience platform, which aggregates users from Hearst's 100 magazine websites globally, 29 broadcast TV stations and 15 newspapers and encompasses 200 million unique visitors (UVs) monthly.

With iCrossing SearchAi, the agency's Connected Marketing Platform bridges a brand's first-party campaign data with unique audience profiles generated by Hearst's global network to create audience personas which can be extended through third-party data providers. This enables iCrossing to run Google search ads with superior targeting and messaging capabilities, which translate into higher engagement rates at lower cost-per-click (CPC).

iCrossing SearchAi creates a more complete picture of who is searching for a given keyword -- including elements like age, gender, life stage, purchase intent, and interests -- allowing advertisers to develop more intelligent bidding strategies to effectively target specific audiences. It also gives marketers the ability to customize the search experience with messaging to more effectively guide customers through their journeys.

Using iCrossing SearchAi, brands can realign budgets, and concentrate spend where it will have the biggest impact, for example:

  • Tailoring ad copy depending on which target audience persona is performing a search
  • Bidding higher on searchers who have expressed intent to purchase in the near-term
  • Broadening the keyword list to precisely reach target customers in other areas of daily life
  • Saving media spend by blocking ads from existing customers or spending more to drive repeat business from previous buyers

In addition to allowing advertisers to target more effectively, customize creative and optimize bidding by specific audiences for search campaigns, iCrossing SearchAi can also be applied to display / video media, analytics, native advertising and site optimization.

"By taking an audience-based approach, iCrossing Search Ai allows us to deliver the right content and experiences to the right audiences in just the right moments," said Brian Powley, global president of iCrossing. "With this new offering, we're able to increase revenue and customer lifetime value for our clients by giving them the power to identify and prioritize their spend on their most valuable customers."

With RLSA, Google introduced new functionality to their AdWords platform that enables marketers to customize the amount they bid and the copy they serve in their search ads to past visitors of the brand's website -- but audience-based targeting is not possible out-of-the-box. By combining RLSA capabilities with SearchAi, iCrossing is able to layer in real-time, audience-based insights and targeting. It looks up each site visitor's persona in milliseconds and adds them to a cookie pool if they match the predefined characteristics of a target customer.

"Until now, search marketing targeting has primarily been focused around the details of the search, and not the person making it," said Jonathan Adams, svp, media, North America at iCrossing. "iCrossing SearchAi takes our approach to the next level by allowing advertisers to custom-tailor their marketing not just based on behaviors, but also by audience persona, serving fully customized content and experiences -- including ad copy and landing pages -- to their key target segments."

iCrossing has already begun implementing SearchAi for clients. For more information on iCrossing SearchAi, visit: http://connect.icrossing.com/searchai.html.

About iCrossing
iCrossing, recently named a "Leader" in Gartner's Magic Quadrant for global digital marketing agencies, builds connected brands for some of the world's most recognized companies including Beam Inc., The Coca-Cola Company and LG Electronics. The agency combines its expertise in media, creative and analytics to create moments that build close relationships between brands and their customers in real time. iCrossing, a unit of Hearst Corporation, is headquartered in New York and has 900 employees in 17 offices globally. For more information, visit www.icrossing.com or its social spaces.

More information:
Katie Lamkin
Email Contact
(312) 277-4487
@ktlamkin

More Stories By Marketwired .

Copyright © 2009 Marketwired. All rights reserved. All the news releases provided by Marketwired are copyrighted. Any forms of copying other than an individual user's personal reference without express written permission is prohibited. Further distribution of these materials is strictly forbidden, including but not limited to, posting, emailing, faxing, archiving in a public database, redistributing via a computer network or in a printed form.

Latest Stories
Internet of @ThingsExpo has announced today that Chris Matthieu has been named tech chair of Internet of @ThingsExpo 2017 New York The 7th Internet of @ThingsExpo will take place on June 6-8, 2017, at the Javits Center in New York City, New York. Chris Matthieu is the co-founder and CTO of Octoblu, a revolutionary real-time IoT platform recently acquired by Citrix. Octoblu connects things, systems, people and clouds to a global mesh network allowing users to automate and control design flo...
"We are an all-flash array storage provider but our focus has been on VM-aware storage specifically for virtualized applications," stated Dhiraj Sehgal of Tintri in this SYS-CON.tv interview at 19th Cloud Expo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
With 15% of enterprises adopting a hybrid IT strategy, you need to set a plan to integrate hybrid cloud throughout your infrastructure. In his session at 18th Cloud Expo, Steven Dreher, Director of Solutions Architecture at Green House Data, discussed how to plan for shifting resource requirements, overcome challenges, and implement hybrid IT alongside your existing data center assets. Highlights included anticipating workload, cost and resource calculations, integrating services on both sides...
Unless your company can spend a lot of money on new technology, re-engineering your environment and hiring a comprehensive cybersecurity team, you will most likely move to the cloud or seek external service partnerships. In his session at 18th Cloud Expo, Darren Guccione, CEO of Keeper Security, revealed what you need to know when it comes to encryption in the cloud.
"We're a cybersecurity firm that specializes in engineering security solutions both at the software and hardware level. Security cannot be an after-the-fact afterthought, which is what it's become," stated Richard Blech, Chief Executive Officer at Secure Channels, in this SYS-CON.tv interview at @ThingsExpo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
According to Forrester Research, every business will become either a digital predator or digital prey by 2020. To avoid demise, organizations must rapidly create new sources of value in their end-to-end customer experiences. True digital predators also must break down information and process silos and extend digital transformation initiatives to empower employees with the digital resources needed to win, serve, and retain customers.
"We are the public cloud providers. We are currently providing 50% of the resources they need for doing e-commerce business in China and we are hosting about 60% of mobile gaming in China," explained Yi Zheng, CPO and VP of Engineering at CDS Global Cloud, in this SYS-CON.tv interview at 19th Cloud Expo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
The WebRTC Summit New York, to be held June 6-8, 2017, at the Javits Center in New York City, NY, announces that its Call for Papers is now open. Topics include all aspects of improving IT delivery by eliminating waste through automated business models leveraging cloud technologies. WebRTC Summit is co-located with 20th International Cloud Expo and @ThingsExpo. WebRTC is the future of browser-to-browser communications, and continues to make inroads into the traditional, difficult, plug-in web co...
Between 2005 and 2020, data volumes will grow by a factor of 300 – enough data to stack CDs from the earth to the moon 162 times. This has come to be known as the ‘big data’ phenomenon. Unfortunately, traditional approaches to handling, storing and analyzing data aren’t adequate at this scale: they’re too costly, slow and physically cumbersome to keep up. Fortunately, in response a new breed of technology has emerged that is cheaper, faster and more scalable. Yet, in meeting these new needs they...
When it comes to cloud computing, the ability to turn massive amounts of compute cores on and off on demand sounds attractive to IT staff, who need to manage peaks and valleys in user activity. With cloud bursting, the majority of the data can stay on premises while tapping into compute from public cloud providers, reducing risk and minimizing need to move large files. In his session at 18th Cloud Expo, Scott Jeschonek, Director of Product Management at Avere Systems, discussed the IT and busin...
In his general session at 19th Cloud Expo, Manish Dixit, VP of Product and Engineering at Dice, discussed how Dice leverages data insights and tools to help both tech professionals and recruiters better understand how skills relate to each other and which skills are in high demand using interactive visualizations and salary indicator tools to maximize earning potential. Manish Dixit is VP of Product and Engineering at Dice. As the leader of the Product, Engineering and Data Sciences team at D...
The Internet of Things (IoT) promises to simplify and streamline our lives by automating routine tasks that distract us from our goals. This promise is based on the ubiquitous deployment of smart, connected devices that link everything from industrial control systems to automobiles to refrigerators. Unfortunately, comparatively few of the devices currently deployed have been developed with an eye toward security, and as the DDoS attacks of late October 2016 have demonstrated, this oversight can ...
What happens when the different parts of a vehicle become smarter than the vehicle itself? As we move toward the era of smart everything, hundreds of entities in a vehicle that communicate with each other, the vehicle and external systems create a need for identity orchestration so that all entities work as a conglomerate. Much like an orchestra without a conductor, without the ability to secure, control, and connect the link between a vehicle’s head unit, devices, and systems and to manage the ...
"Once customers get a year into their IoT deployments, they start to realize that they may have been shortsighted in the ways they built out their deployment and the key thing I see a lot of people looking at is - how can I take equipment data, pull it back in an IoT solution and show it in a dashboard," stated Dave McCarthy, Director of Products at Bsquare Corporation, in this SYS-CON.tv interview at @ThingsExpo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
In his session at Cloud Expo, Robert Cohen, an economist and senior fellow at the Economic Strategy Institute, provideed economic scenarios that describe how the rapid adoption of software-defined everything including cloud services, SDDC and open networking will change GDP, industry growth, productivity and jobs. This session also included a drill down for several industries such as finance, social media, cloud service providers and pharmaceuticals.