Trinity Mirror launches ‘hyper-local’ mobile ad platform
Trinity Mirror Solutions – formally Nasa – has today launched Pinpoint, a new “hyper-local” mobile ad platform that “intelligently targets” smartphone users.
In a statement, Trinity Mirror said Pinpoint enables client advertisers to send targeted push messages to a network of opted-in smartphone users, aggregated across the group’s national and regional app titles.
The technology will allow brands to reach customers via their device’s existing push notification facility but with “richer messages” targeted either to their current location or via places they have recently or frequently visit.
The new platform has been tested with 60 advertisers, both regional and national, with brands including Argos, the Post Office and Specsavers signed-up for Christmas and New Year campaigns.
Pinpoint provides the mobile advertiser with a choice of different formats. These range from an entry URL campaign (which push to a mobile site, landing page or app download destination of the client’s choice) to more sophisticated ad units which can variously pull through imagery, maps and promotional barcodes.
“We built Pinpoint with patented new technology to capitalise on the unprecedented reach and engagement enjoyed across the network of Trinity Mirror apps,” said Matt Colebourne, director of Trinity Mirror New Businesses.
“The beta version has delivered a resounding proof of concept among our early adopting clients and we look forward to ramping the self-service offer in early 2015 with an eye on our small to medium business clientele.”
Shaun Jordan from Trinity Mirror Solutions added: “To date we’ve sold campaigns that have variously promoted local deals, driven app download and broadcast new events.
“We are, at the moment, seeing ever more uses for this channel and, of course, it absolutely meets our customers’ needs to deal with a publisher that can offer the full range of advertising solutions from brand building through to direct response and from print through to targeted mobile.”