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SYS-CON MEDIA Authors: Mike Kavis, Carmen Gonzalez, Elizabeth White, Pat Romanski, Liz McMillan

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PointRoll’s Social Engager Leverages Multi-Source Data to Alter Creative on the Fly for Mobile Facebook & Twitter Users

Advertisers can engage prospective consumers with high-function immersive ad experiences through mobile display units in social media, thanks to a new product line from PointRoll. PointRoll today launched its Social Engager™ suite, which delivers sophisticated, dynamic ad creatives directly within the Facebook News Feed and Twitter stream, reaching consumers where they engage most on the mobile web with creative that is altered dynamically through data feeds.

“PointRoll has long married form and function in boundary-pushing ways,” said 22squared SVP and Director of Earned and Emerging Media Chris Tuff. “Offering interactive and measurable creative within the social feed on Facebook and Twitter is a game-changer. It places social into familiar territory for our clients, as they compare those buys to other digital advertising placements across the web, mobile, and in-stream video using a common set of metrics."

Advertisers using PointRoll’s Social Engager can tailor their paid placements with dynamically varied and optimized images, animation, video and interactive calls to action in the feeds that command the attention of their most desired customers. Social Engager is a cornerstone of PointRoll’s top-down corporate re-launch, kicking off today at SXSW with a bar-side chat devoted to the importance of ad creative.

“The advertising community has always lived by the phrase ‘get the right message to the right person at the right time,’” said PointRoll CEO Mario Diez. “Yet the recent focus on audience and targeting — right person and right time — has caused some in the industry to forget the crucial roll that the creative execution or message plays in the success of any advertisement. At PointRoll, we love data, but we live for the right message. Today we are proud to declare that creativity is not a commodity!”

“What if” Realized Daily

Underscoring its commitment to creativity, the PointRoll re-launch boasts a new logo, new primary positioning and messaging, a new website, a new showcase of multi-screen creative examples, new sales material, a focused b-to-b campaign, a national thought-leadership program and a top-to-top sponsorship program.

The Social Engager Suite incorporates rich media features like multiple videos, gaming, polling, dynamic data integration, optimization and branded social media applications, highlighting several of the key components of the new PointRoll. Central to the company’s new positioning is its ability to deliver highly relevant creative messaging by leveraging first, second and third-party dynamic data, which can include geo-location, weather, local product and store information.

Known as the first rich media provider, PointRoll’s current digital ad innovation offering manifests in three key ways:

  • High impact data-driven creative, from DCO, to multi-party sourced.
  • Deeply relevant and responsive multi-screen, multi-environment, multi-mode digital ads.
  • Broadly informed and insightful creative and strategic consultative services supported by more years of experience with more major brands than anyone else in ad tech.

Further underscoring the company’s emphasis on creativity is PointRoll’s new tagline: “What if, realized daily.”

PointRoll will celebrate its “creativity is not a commodity” mission with a bar-side chat hosted by Luke Sullivan, author of “Hey Whipple, Squeeze This!” here at the SXSW Interactive Conference on Monday, March 10. The daylong event, held at Maggie Mae’s on 6th Street in Austin, will focus on the role of creativity in the new digital ad economy. For more information and to RSVP, click here.

Today’s creative conversation kicks off PointRoll’s upcoming slate of Big Creative summits, which will bring together leading creative and advertising visionaries for open conversations and educational opportunities in cities across the country throughout the year. For more information, visit www.PointRoll.com.

PointRoll’s new dedication and messaging come at a pivotal time, as the company increased its workforce by 20 percent in 2013 and plans to grow another 20 percent this year. More advertisers are turning to PointRoll as well, with 1,000 new advertisers in 2013 and a 15 percent growth in campaign volume.

Portions of this story were first reported in MediaPost.

About PointRoll

Since 2001, PointRoll, a Gannett Company (NYSE: GCI), has transformed the way advertisers, agencies and publishers create, manage and deliver the most effective digital advertising. Today, PointRoll provides advertising innovations across the many screens of video, mobile, desktop and social while offering a unique strategic creative perspective. With core technology in both multi-screen delivery and data driven creative and an industry leading dynamic creative optimization (DCO) offering, PointRoll enables advertisers to effectively connect and convert consumers through highly engaging and relevant ad experiences. For more information, visit http://www.pointroll.com or follow us @pointroll.

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