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
SYS-CON Events announced today that SoftLayer, an IBM Company, has been named “Gold Sponsor” of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2016, at the Javits Center in New York, New York. SoftLayer, an IBM Company, provides cloud infrastructure as a service from a growing number of data centers and network points of presence around the world. SoftLayer’s customers range from Web startups to global enterprises.
DevOps at Cloud Expo – being held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA – announces that its Call for Papers is open. Born out of proven success in agile development, cloud computing, and process automation, DevOps is a macro trend you cannot afford to miss. From showcase success stories from early adopters and web-scale businesses, DevOps is expanding to organizations of all sizes, including the world's largest enterprises – and delivering real results. Am...
There is little doubt that Big Data solutions will have an increasing role in the Enterprise IT mainstream over time. Big Data at Cloud Expo - to be held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA - has announced its Call for Papers is open. Cloud computing is being adopted in one form or another by 94% of enterprises today. Tens of billions of new devices are being connected to The Internet of Things. And Big Data is driving this bus. An exponential increase is...
DevOps at Cloud Expo, taking place Nov 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 19th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to wait for long dev...
Digital innovation is the next big wave of business transformation based on digital technologies of which IoT and Big Data are key components, For example: Business boundary innovation is a challenge to excavate third-party business value using IoT and BigData, like Nest Business structure innovation may propose re-building business structure from scratch, as Uber does in the taxicab industry The social model innovation is also a big challenge to the new social architecture with the design fr...
Data is an unusual currency; it is not restricted by the same transactional limitations as money or people. In fact, the more that you leverage your data across multiple business use cases, the more valuable it becomes to the organization. And the same can be said about the organization’s analytics. In his session at 19th Cloud Expo, Bill Schmarzo, CTO for the Big Data Practice at EMC, will introduce a methodology for capturing, enriching and sharing data (and analytics) across the organizati...
IoT is fundamentally transforming the auto industry, turning the vehicle into a hub for connected services, including safety, infotainment and usage-based insurance. Auto manufacturers – and businesses across all verticals – have built an entire ecosystem around the Connected Car, creating new customer touch points and revenue streams. In his session at @ThingsExpo, Macario Namie, Head of IoT Strategy at Cisco Jasper, will share real-world examples of how IoT transforms the car from a static p...
The many IoT deployments around the world are busy integrating smart devices and sensors into their enterprise IT infrastructures. Yet all of this technology – and there are an amazing number of choices – is of no use without the software to gather, communicate, and analyze the new data flows. Without software, there is no IT. In this power panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, panelists will look at the protocols that communicate data and the emerging data analy...
The vision of a connected smart home is becoming reality with the application of integrated wireless technologies in devices and appliances. The use of standardized and TCP/IP networked wireless technologies in line-powered and battery operated sensors and controls has led to the adoption of radios in the 2.4GHz band, including Wi-Fi, BT/BLE and 802.15.4 applied ZigBee and Thread. This is driving the need for robust wireless coexistence for multiple radios to ensure throughput performance and th...
I’m going to cry tonight, long and hard. I’ll do so as I remember and mourn Jeremy Geelan. I knew Jeremy for almost 20 years, from the time he showed up one day at Cloud Expo’s headquarters in Bergen County, New Jersey, and went to work. The show wasn’t called Cloud Expo then, of course – it was still known as Java Edge, a pioneering event that grabbed developers, architects, and enterprise IT users alike for twice-yearly confabs. Jeremy didn’t have a job there, or even a job offer. He was s...
SYS-CON Events announced today that China Unicom will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. China United Network Communications Group Co. Ltd ("China Unicom") was officially established in 2009 on the basis of the merger of former China Netcom and former China Unicom. China Unicom mainly operates a full range of telecommunications services including mobile broadband (GSM, WCDMA, LTE F...
The Transparent Cloud-computing Consortium (abbreviation: T-Cloud Consortium) will conduct research activities into changes in the computing model as a result of collaboration between "device" and "cloud" and the creation of new value and markets through organic data processing High speed and high quality networks, and dramatic improvements in computer processing capabilities, have greatly changed the nature of applications and made the storing and processing of data on the network commonplace.
In his session at @DevOpsSummit at 19th Cloud Expo, Robert Doyle, lead architect at eCube Systems, will examine the issues and need for an agile infrastructure and show the advantages of capturing developer knowledge in an exportable file for migration into production. He will introduce the use of NXTmonitor, a next-generation DevOps tool that captures application environments, dependencies and start/stop procedures in a portable configuration file with an easy-to-use GUI. In addition to captu...
All clouds are not equal. To succeed in a DevOps context, organizations should plan to develop/deploy apps across a choice of on-premise and public clouds simultaneously depending on the business needs. This is where the concept of the Lean Cloud comes in - resting on the idea that you often need to relocate your app modules over their life cycles for both innovation and operational efficiency in the cloud. In his session at @DevOpsSummit at19th Cloud Expo, Valentin (Val) Bercovici, CTO of So...
Big Data has been changing the world. IoT fuels the further transformation recently. How are Big Data and IoT related? In his session at @BigDataExpo, Tony Shan, a renowned visionary and thought leader, will explore the interplay of Big Data and IoT. He will anatomize Big Data and IoT separately in terms of what, which, why, where, when, who, how and how much. He will then analyze the relationship between IoT and Big Data, specifically the drilldown of how the 4Vs of Big Data (Volume, Variety,...