Exclusive Inventory, Retail Activation, Optimization, New Creative Vehicles and 3rd Party Research Now Packaged For Advertisers
San Francisco, CA August 31, 2010 – SeeSaw Networks, a leading digital place-based media company, today introduced an innovative end-to-end solution that 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 sought after demographic.
“SeeSaw is widely known as the Life Pattern company” said Monte Zweben, Founder and Chairman of the Board, SeeSaw Networks. “But now, in addition to intercepting audiences with ads as they work, play and socialize, SeeSaw is delivering exclusive new creative vehicles that engage and activate Moms and Families”.
SeeSaw’s Moms and Families Life Pattern Network offers over 18,000 digital place-based media venues with aggregate weekly traffic of more than 116 million moms. Boosted by recent strategic relationships with PlayNetwork, opening access to venues such as Steve Madden, Ashley Furniture, Journeys Kidz, ecko TV, MyGym, The Little Gym, JW Tumbles and Kidville; and with Cabco TV Kart TM Network to resell its premium grocery-store venues and carts in top national grocery chains, the SeeSaw Mom and Family Network combines over 40 individual networks, delivering over 50 million impressions per week.
“We have already seen the value of partnering with SeeSaw,” said Lon Troxel, Chairman and CEO of PlayNetwork. “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, we 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 our new creative vehicles, we have the opportunity to add value to a Mom’s day, and positively influence her brand behavior. In effect, our goal is to become an important part of the fabric of Moms’ lives”, said Zweben.
SeeSaw Networks’ new creative vehicles include:
- Messages synchronized with venue 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. SeeSawAds.com allows SeeSaw media specialists to precisely target geographies, networks, and demographics. SeeSawAds.com is unique in that it selects which locations should optimally be in a plan. Traditional planning methods select or reject entire categories of venues resulting inefficient plans. For example, in planning a highly targeted campaign for moms, SeeSawAds.com will select individual locations that index over a specified level (e.g.150) for moms while meeting the budget criteria and omit locations below the index threshold.
Finally, the solution integrates research from Edison Research, a leading provider of consumer research with over 10,000 experienced interviewers, to assess overall campaign effectiveness, including brand / ad awareness, attitude shifts, and changes in purchase intent. SeeSaw has partnered with Edison Research to evaluate the effectiveness of several campaigns, across 6 different industry vertical markets, at more than 20 different types of venues. An example of the integrated offering can be seen in SeeSaw’s previous announcement of campaign effectiveness research conducted by Edison Research following a place-based advertising campaign by SeeSaw with Delta Airlines.
For more information on SeeSaw Networks, please visit www.seesawnetworks.com.
About SeeSaw Networks
SeeSaw offers the most comprehensive digital place-based media solution in the marketplace. Through its national network, SeeSaw delivers advertising in places where people go in their daily lives – such as gas stations, kids’ gyms, coffee shops, grocery stores, medical offices, and health clubs. SeeSaw reaches more people in more places than any other digital placed-based video network, combining over 70 digital signage networks across over 40 different types of locations in over 50,000 venues nationally. SeeSaw’s network delivers over 150 million weekly gross impressions, more than a primetime TV spot. SeeSaw’s demand side platform, SeeSawAds.com, optimizes plans across geographies, venues, and demographics within budget constraints. SeeSaw’s media specialists use SeeSawAds.com to customize campaigns with unprecedented precision and cost effectiveness. SeeSaw offers a variety of creative vehicles to advertisers, including ad spots, sponsorships of custom programming and content, brand integration, and experiential media, including sampling and activity integration. SeeSaw integrates research from Edison Research to close the loop and assess overall campaign effectiveness. With SeeSaw, advertisers can engage hard-to-reach people by intercepting them in their daily life patterns where they work play and socialize.
About Edison Research
Edison Research conducts survey research and provides strategic information to out-of-home media companies, radio and television stations, newspapers, cable networks, record labels, Internet companies and other media organizations. Edison Research is also the sole provider of election exit poll data for the six major news organizations: ABC, CBS, CNN, FOX, NBC and the Associated Press. Edison’s global network of 10,000 interviewers execute hundreds of consumer exit poll and out-of-home media measurement projects every year, providing valuable decision support for marketers, advertisers and brands. Edison also conducts strategic and opinion research for a broad array of companies including Time Warner, Google, Yahoo!, Sony Music, Princeton University, Northwestern University, Universal Music Group, Time Life Music and the Voice of America. Edison Research has a sixteen year history of thought-leadership in media research, and has provided services to successful media properties in South America, Africa, Asia, Canada and Europe.
We’ve said it before…moms are a marketing powerhouse. Their influence on purchasing power is changing not only the way companies advertise, but also what they advertise. With that oh-so- special day devoted to mom coming up, what better opportunity to roll out the stuff moms really want? Aside from the winter holidays of Christmas/Hanukkah/Kwanza, Mother’s Day is the second largest U.S. consumer spending holiday according to The National Retail Foundation (NRF). What’s the must have this year for moms?
Traditionally, Mother’s Day is about flowers, brunch and an endearing craft made by a child. While moms still love a homemade macaroni necklace, the days of wanting pretty trinkets and fresh cut bouquets seem to be fading fast. Connected, multi-tasking and savvy, the evolving new breed of moms opts for practicality.
According to the study 21st Century Mom: Tech Mom conducted by BabyCenter.com, moms want gadgets. The study identified a wish list of 10 gadgets for 2010 that included a laptop, Nintendo Wii Fit, iPhone, camcorder, GPS and even an external hard drive/back up.
The study notes that tech purchase criteria changes for women with the onset of motherhood. Geared toward efficiency instead of entertainment, moms want what will help them organize, streamline and schedule their daily lives. They now not only embrace technology, they seek it because it helps them stay in control and master their tasks. In addition, gaming systems like the Wii Fit offer the opportunity to engage parents and children together as a family while digital camcorders allow for easy capture, upload and sharing of family memories via Facebook. So will Tech Moms have their wishes come true? Maybe, maybe not.
The NRF, in their 2010 Mother’s Day Consumer Intentions and Actions Survey, reported that nearly two-thirds (65.2%) of 2010 Mother’s Day celebrants will buy flowers, totaling $1.9 billion. That top category is followed by dining out, jewelry, clothing and spa trips. Consumer electronics is at the bottom with shoppers estimated to spend about $906 million. That is not a small amount of money, but compared to what is being spent on flowers, it pales. Old habits die hard and everyone assumes flowers are the safe gift to give. In a few more years, I would expect to see consumer electronics gain a little ground on that list of ad categories.
The question for advertisers used to be how to target moms. But in today’s marketing world which is driven by social media, blogs and digital advertising, it’s no longer difficult, since we know moms are frequently online. The challenge has shifted to a new focus — giving moms what they want. Electronics and gadgets that used to be for that dad holiday in June have now made their way into ads and chatter for Mother’s Day shopping. It gives electronics retailers another opportunity to serve up more specific ads towards women in hopes of making their Mother’s Day want list. And while there is a presence of ads for cell phones, computers and the like, they are still being trumped by the efforts of the online florists who dominate. Maybe there will come a day when you will have the option of adding on a Blackberry instead of a balloon to your flower arrangement. Now that would be genius.