News
SeeSaw Networks introduces solution targeting moms and families
August 30, 2010
Digital place-based media company SeeSaw Networks today introduced an end-to-end solution that it says provides marketers the most effective way to reach and activate moms and families.
This new offering includes exclusive ad inventory at venues frequented by moms and families; new creative vehicles that deliver contextually relevant messages to engage this audience; and a packaged end-to-end solution to optimally plan, execute and measure the efficacy of digital place-based advertising to this demographic.
"SeeSaw is widely known as the Life Pattern company," said Monte Zweben, co-founder and chairman of the board of SeeSaw Networks. "But now, in addition to intercepting audiences as they work, play and socialize with relevant advertising, SeeSaw is exclusively delivering new creative vehicles that engage and activate moms and families."
SeeSaw's Moms and Families Life Pattern Network offers more than 18,000 digital place-based media venues with aggregate weekly traffic of more than 116 million moms, the company says. Boosted by recent strategic relationships with PlayNetwork, which provides exclusive access to venues such as Steve Madden, Ashley Furniture, The Little Gym, JW Tumbles and Kidville, and with Cabco TV Kart Network to resell its premium grocery-store venues such as Safeway and Kroger, the SeeSaw Mom and Family Network combines more than 40 individual networks, delivering more than 50 million impressions per week.
"We have already seen the value of partnering with SeeSaw," Lon Troxel, chairman and CEO of PlayNetwork, said in the announcement. "Our retailers are excited to participate in new innovative advertising campaigns that engage their customers when they are out and about -shopping, eating or socializing."
By identifying moms' and families' regular routines and behaviors, or "Life Patterns," SeeSaw says its networks are able to reach and engage prospects where and when they are likely to be receptive to branded messaging. By ensuring the content is contextually relevant through new creative vehicles, the end-to-end solution can influence moms' brand behavior, Zweben says.
SeeSaw Networks' new creative vehicles include features aimed at helping target moms and families:
- Messages synchronized with venues to maximize contextual relevance
- Bluetooth triggered ads in grocery stores, synchronizing promotional messages with in-store location
- Branded content and programming on select networks
- Social media extension enabling customers to fan, follow or respond to brand promotions on popular social media platforms via mobile devices
- Full ‘venue integration' at certain locations with experiential media including sampling and activity integration
The SeeSaw solution also utilizes SeeSawAds.com, SeeSaw Network's demand-side platform for optimizing campaigns with precision targeting. The company says SeeSawAds.com allows SeeSaw media specialists to precisely target geographies, networks and demographics.
Finally, SeeSaw's end-to-end solution integrates research from Edison Research, a provider of consumer research with more than 10,000 experienced interviewers, to assess overall campaign effectiveness, including brand/ad awareness, attitude shifts and changes in purchase intent. According to the announcement, SeeSaw has partnered with Edison Research to evaluate the effectiveness of several campaigns, across six different industry vertical markets, at more than 20 different types of venues.
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