SYS-CON MEDIA Authors: Charles Jolley, Trevor Parsons, David H Deans, Aria Blog, Liz McMillan

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
In high-production environments where release cycles are measured in hours or minutes — not days or weeks — there's little room for mistakes and no room for confusion. Everyone has to understand what's happening, in real time, and have the means to do whatever is necessary to keep applications up and running optimally. DevOps is a high-stakes world, but done well, it delivers the agility and performance to significantly impact business competitiveness.
SYS-CON Media announced today that Sematext launched a popular blog feed on DevOps Journal with over 6,000 story reads over the weekend. DevOps Journal is focused on this critical enterprise IT topic in the world of cloud computing. DevOps Journal brings valuable information to DevOps professionals who are transforming the way enterprise IT is done. Sematext is a globally distributed organization that builds innovative Cloud and On Premises solutions for performance monitoring, alerting an...
ScriptRock makes GuardRail, a DevOps-ready platform for configuration monitoring. Realizing we were spending way too much time digging up, cataloguing, and tracking machine configurations, we began writing our own scripts and tools to handle what is normally an enormous chore. Then we took the concept a step further, giving it a beautiful interface and making it simple enough for our bosses to understand. We named it GuardRail after its function - to allow businesses to move fast and stay sa...
The major cloud platforms defy a simple, side-by-side analysis. Each of the major IaaS public-cloud platforms offers their own unique strengths and functionality. Options for on-site private cloud are diverse as well, and must be designed and deployed while taking existing legacy architecture and infrastructure into account. Then the reality is that most enterprises are embarking on a hybrid cloud strategy and programs. In this Power Panel at 15th Cloud Expo (http://www.CloudComputingExpo.com...
Verizon Enterprise Solutions is simplifying the cloud-purchasing experience for its clients, with the launch of Verizon Cloud Marketplace, a key foundational component of the company's robust ecosystem of enterprise-class technologies. The online storefront will initially feature pre-built cloud-based services from AppDynamics, Hitachi Data Systems, Juniper Networks, PfSense and Tervela. Available globally to enterprises using Verizon Cloud, Verizon Cloud Marketplace provides a one-stop shop fo...
Leysin American School is an exclusive, private boarding school located in Leysin, Switzerland. Leysin selected an OpenStack-powered, private cloud as a service to manage multiple applications and provide development environments for students across the institution. Seeking to meet rigid data sovereignty and data integrity requirements while offering flexible, on-demand cloud resources to users, Leysin identified OpenStack as the clear choice to round out the school's cloud strategy. Additional...
SYS-CON Events announced today that IDenticard will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. IDenticard™ is the security division of Brady Corp (NYSE: BRC), a $1.5 billion manufacturer of identification products. We have small-company values with the strength and stability of a major corporation. IDenticard offers local sales, support and service to our customers across the United States and Canada...
SYS-CON Media announced today that Aruna Ravichandran, VP of Marketing, Application Performance Management and DevOps at CA Technologies, has joined DevOps Journal’s authors. DevOps Journal is focused on this critical enterprise IT topic in the world of cloud computing. DevOps Journal brings valuable information to DevOps professionals who are transforming the way enterprise IT is done. Aruna's inaugural article "Four Essential Cultural Hacks for DevOps Newbies" discusses how to demonstrate the...
The move in recent years to cloud computing services and architectures has added significant pace to the application development and deployment environment. When enterprise IT can spin up large computing instances in just minutes, developers can also design and deploy in small time frames that were unimaginable a few years ago. The consequent move toward lean, agile, and fast development leads to the need for the development and operations sides to work very closely together. Thus, DevOps become...
SYS-CON Events announced today that Windstream, a leading provider of advanced network and cloud communications, has been named “Silver Sponsor” of SYS-CON's 16th International Cloud Expo®, which will take place on June 9–11, 2015, at the Javits Center in New York, NY. Windstream (Nasdaq: WIN), a FORTUNE 500 and S&P 500 company, is a leading provider of advanced network communications, including cloud computing and managed services, to businesses nationwide. The company also offers broadband, p...
SYS-CON Events announced today that AIC, a leading provider of OEM/ODM server and storage solutions, will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. AIC is a leading provider of both standard OTS, off-the-shelf, and OEM/ODM server and storage solutions. With expert in-house design capabilities, validation, manufacturing and production, AIC's broad selection of products are highly flexible and are conf...

ARMONK, N.Y., Nov. 20, 2014 /PRNewswire/ --  IBM (NYSE: IBM) today announced that it is bringing a greater level of control, security and flexibility to cloud-based application development and delivery with a single-tenant version of Bluemix, IBM's

The BPM world is going through some evolution or changes where traditional business process management solutions really have nowhere to go in terms of development of the road map. In this demo at 15th Cloud Expo, Kyle Hansen, Director of Professional Services at AgilePoint, shows AgilePoint’s unique approach to dealing with this market circumstance by developing a rapid application composition or development framework.
SYS-CON Events announced today Isomorphic Software, the global leader in high-end, web-based business applications, will exhibit at SYS-CON's DevOps Summit 2015 New York, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Isomorphic Software is the global leader in high-end, web-based business applications. We develop, market, and support the SmartClient & Smart GWT HTML5/Ajax platform, combining the productivity and performance of traditional desktop software ...
"BSQUARE is in the business of selling software solutions for smart connected devices. It's obvious that IoT has moved from being a technology to being a fundamental part of business, and in the last 18 months people have said let's figure out how to do it and let's put some focus on it, " explained Dave Wagstaff, VP & Chief Architect, at BSQUARE Corporation, in this SYS-CON.tv interview at @ThingsExpo, held Nov 4-6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.