Spaceback, the creator of Social Display advertising, and Brand Networks, a leader in solutions and media for the retail sector, have begun activating campaigns using an industry-first solution that is set to revolutionize programmatic creative. The new platform automatically and instantaneously converts social posts into display ads as soon as they are posted, allowing brands to leverage their investment in original social content to automatically power its display ad creative.
Leveraging Spaceback’s Social Display platform, Brand Networks was the first to test the innovative creative solution to reach customers in a pilot for one of the world’s top five retailers in real-time across programmatic display utilizing each test store’s unique social content. The content is locally relevant and allows for stores to build more authentic relationships with their community. Collectively the stores are generating 30,000+ hyper local posts a month, and until now, that content only lived in the social platforms for which it was created.
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Now being rolled out to thousands of stores across the US, the retailer is able to unlock their social content from the walled-gardens and programmatically target mobile devices within proximity of the store that posted them.
“By enabling social media content to automatically power display ad creative, we’re doing something that has never been done before. Brands can finally have unique messaging and creative at a local level with the exponential reach of display!” said Jeff Zilberman, vice president, client services Brand Networks. “It would be completely cost-prohibitive to generate programmatic creative at this kind of scale using existing processes, but Spaceback’s ability to automate the process leveraging live social media posts is what makes all of this possible.”
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Swayable, an independent research platform, found that a Spaceback Social Display format was 56% more effective than a standard banner ad at increasing willingness to try the retailer’s new home-delivery option. One of the reasons for this improved performance is that Spaceback’s Social Display ads are authentic recreations of social media posts designed to deliver in traditional banner placements across the Web. Looking and feeling like authentic social content, Social Display ads are more engaging, and provide a better user experience for audiences.
“At Spaceback, we are always looking at ways to help marketers better engage audiences. By partnering with Brand Networks, we are able to leverage hyper-local social content in a way that has never been done before,” said Casey Saran, CEO, and co-founder of Spaceback. “This particular execution shows that we can leverage a brand’s investments in social content to drive meaningful results in paid media environments, truly bridging the gap between social and paid media.”
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