SOURCE: Magnetic

Magnetic

May 24, 2010 08:30 ET

Magnetic and Leading Ad Networks Bring the Power of SEM to Other Ad Channels

Magnetic, interCLICK and Undertone Networks Enable Search Re-Targeting -- the Most Effective Way to Target Customers Anywhere on the Purchase Funnel

NEW YORK, NY--(Marketwire - May 24, 2010) -  Magnetic (www.magnetic.is), the leading search data marketplace, today announced integration with ad networks interCLICK and Undertone Networks. Advertisers and agencies can now leverage search re-targeting for every campaign, using search data as the key indicator of intent to increase conversions by finding customers at all points in the purchase funnel outside of the search engine.

Magnetic is using search data to help marketers reach customers wherever they are in the purchase funnel via all types of online advertising inventory such as display. Advertisers can target campaigns on virtually any media by using search intent to identify who is in the late stage of the purchase funnel and who is most likely to convert as a customer. Furthermore, marketers can use Magnetic's search re-targeting system for brand building efforts in the upper funnel -- the time when users start thinking about larger decisions that inevitably lead to various purchases.

"There is tremendous value in finding customers even before they research specific brands to purchase. In the true upper funnel, customers are just entering the purchase mode and they are already indicating the potential path they may take to a purchase. Advertisers have never been able to harness that data from search," said Josh Shatkin-Margolis, CEO of Magnetic. "Brand building through SEM is expensive because low CTRs on out of context text ads require higher bids for prime placement. Additionally, text ads are the wrong venue for brand recall. To make an impression, advertisers want to reach those search intenders with a rich display ad with flashy graphics on a name-brand site." 

For many marketers, content and context matter heavily in media buying decisions because of creative ads they can utilize. By working with Magnetic, ad networks can now offer customers an easy, fast and effective solution for search re-targeting in every form of media, including display ads. By combining prime placement ads on premium websites in front of people in purchase mode, advertisers see the same effectiveness in display that they normally get in search marketing. Furthermore, advertisers have much more room, creatively, in building ads that make a lasting impression.

"Advertisers are looking for innovators that can take the effectiveness of search and translate it to display," said Michael Cassidy, CEO of Undertone Networks. "Our work with Magnetic gives agencies and marketers that capability and applies it to brand building on high quality sites online."

Ad networks have been on the forefront in online marketing, delivering quality ads to quality customers on premium sites. By partnering with Magnetic, interCLICK and Undertone Networks are augmenting their expertise in finding the right combination of data, media and audience for advertisers.

"interCLICK's core offering is to help marketers meet campaign objectives through the implementation of rich user targeting data," said interCLICK president Michael Katz. "Magnetic has already proven to be a strong addition to our data infrastructure generating great results for a number of our clients."

Because users spend 98% of their time online outside of search engines, Magnetic offers ad buyers like agencies and ad networks a wider reach for search re-targeting on billions of display ad impressions. Normally, the financial limitations of upper funnel SEM targeting and the finite starting base of site re-targeting have narrowed the opportunities and creativity for marketers. Search re-targeting makes it easy to target any audience in display.

Magnetic's agreements with ad networks push forward the evolution of online advertising, making valuable data from search activities available for all advertisers in a way that can be easily used for other media. This is taking SEM to the next level, understanding where the consumer mindset is between the start of research all through the moments before final purchase. By understanding what people want and where to find them, Magnetic and its partners can better tailor the advertisers and offers delivered to customers. This is Magnetic's mission of helping customers find their customers in an effective manner. Ad networks and advertisers interested in offering search re-targeting for advertisers can visit www.magnetic.is or send an email to signup@magnetic.is.

About Magnetic
Magnetic™ makes search re-targeting easy. The Magnetic data marketplace empowers advertisers and publishers to use search data as the key indicator of intent and re-target campaigns to the most relevant audience online. With more than 200 million search profiles, Magnetic significantly lifts the value of media and improves campaign performance. Magnetic's advanced technology provides the largest payment to search data providers. It is the search data partner of choice for more than 40 leading agencies, ad networks and DSPs. Magnetic is headquartered in New York, funded by investors including Roger Ehrenberg, Founder Collective and NYC Seed. For more information visit: www.magnetic.is.

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