SOURCE: 24/7 Media

24/7 Media

24/7 Media

April 22, 2013 10:37 ET

24/7 Media and TripleLift Announce Partnership

New Offering, 24/7 SociAble, Amplifies Social and Visual Features for Digital Advertisers

NEW YORK, NY--(Marketwired - Apr 22, 2013) - 24/7 Media, WPP Digital's marketing technology company, and TripleLift, the advertising solution for the visual web, announced today a partnership that will bring social and visual amplification capabilities to digital advertisers on a large scale. The products made available through this partnership include a new exclusive retargeting solution, 24/7 SociAble, which is based on social visual interest. 

The products made available through this partnership address an important need in digital advertising. They close the loop between social media and advertising sales by extending the life of a paid ad campaign and turning it into earned social media. These capabilities augment 24/7 Media's social offerings and reflect the importance of its social strategy. The products will be available through 24/7 Media's two divisions: Real Media Group and Media Innovation Group, to brand and agency clients globally. 

The visual nature of the web has increased exponentially, as evidenced by the popularity of social sites and apps that focus on sharing photos and images as well as the trend among publishers across the web to feature images in ever-increasing prominence among their content. Combine this with the fact that in traditional display advertising, when a user clicks on an ad, brands benefit from one user at one time. But when a brand's content exists on Facebook, Pinterest, Tumblr and other similar platforms, it continues to power brand awareness forever since it never expires. The result is that brands who work with TripleLift and 24/7 Media drive engagement and traffic to their site even after the paid campaign ends.

"This partnership with TripleLift, a company that has no equivalent in the market, provides a unique offering to digital marketers," said Rob Schneider, SVP, Corporate Strategy & Platform Development for 24/7 Media. "It reflects the innovative approach we take both in identifying new partners and in building out our own products to benefit advertisers and publishers worldwide."

"The opportunity to work with 24/7 Media is a very exciting step for TripleLift and enables our companies to enhance media plans for marketers on a very large scale," said Eric Berry, CEO of TripleLift.

Three products are immediately available through this partnership:

24/7 SociAble offers a key exclusive functionality for advertisers to retarget users with ads based on that user's social engagement with a brand's products and images. By retargeting a user based on the images and products they have engaged with on social platforms, the product delivers maximum conversion rates along with increased downstream engagement between the brand and the consumer. The result is that brands who work with 24/7 Media can now drive engagement and traffic to their site, generating more sales for their products and extending the value of their paid media through social sharing.

Adlift dynamically overlays a social sharing button such as a Facebook "Share" button or a Pinterest "Pin It" button on an ad unit without modifying the creative. Upon activation by a user, a gallery appears that is customized by the advertiser with images and captions for an array of items the user can choose to share. The result is an amplification of awareness based on users sharing the image with their personal friends, networks and followers. 

Imagelift uses proprietary image recognition technology to identify images that are generating the most interest on the open and social web. A brand's most engaging images are then featured, real time, within that brand's dynamic creative. This is an excellent tool for brands with multiple products and multiple versions of creative for the same campaign, as user engagement with images on the web actually determines which creative will be served. 

These products provide a significant lift for a wide range brands looking to increase awareness, including visual brands in the food, clothing, accessories, beauty, travel and décor categories, among others. 

24/7 Media and TripleLift are also working together on other products that take advantage of social interaction across the visible web. 

About 24/7 Media, Inc.
24/7 Media, Inc., formerly 24/7 Real Media, is a leader in digital marketing technology, serving advertisers, agencies and digital publishers worldwide. The company has been in the forefront of media innovation for fifteen years. The 24/7 technology platform spans every digital channel, providing users with unprecedented control and consolidated data analysis. This technology powers two specialized business units: Real Media Group helps marketing organizations engage their audiences with superior precision, transparency and return on investment. The group also helps digital publishers monetize their properties and manage advertising operations more effectively. Media Innovation Group provides advertisers and agencies with strategic consulting and implementation services that deliver competitive advantage in fields being transformed by technology.

24/7 Media is a WPP Digital company headquartered in New York with 18 offices in a dozen countries. For more information, please visit www.247media.com.

24/7 Media is a member of the NAI and adheres to the NAI privacy principles that have been applauded by the FTC. These principles are designed to help ensure Internet user privacy. For more information about online data collection associated with ad serving, including online preference marketing and an opportunity to opt-out of 24/7 Media cookies, go to: www.networkadvertising.org.

About TripleLift
TripleLift is the advertising solution for the visual web. The company's technology allows brands to identify and promote their best images across display, social, and native advertising channels to increase consumer interaction and deliver brand engagement. For more information about TripleLift, please visit triplelift.com.

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