Merkle, a leading technology-enabled, data-driven performance marketing agency, has created a localized media solution that helps encapsulate Merkle’s dynamic creative optimization strategy services and digital experience capabilities in conjunction with Media Storm, a Merkle company and leading data-driven marketing agency. The solution is an end-to-end, fully localized experience that enables national brands to reach consumers in different ways across the country.
“Now, more than ever, we need to approach our marketing tactics at a localized level. These offerings will help marketers and brands alike respond to audience behaviors and needs on a greater scale, while offering customized business approaches.”
Following the launch of Merkle’s COVID-19 Market Impact Dashboards, which inform marketers of shifting consumer spend, the agency saw a need for a new solution to help brands deal with the complexities of consumers at various stages and levels of impact during recovery. When evaluating post-quarantine rates, Merkle recognized that marketers need to focus on frequency with demand-based segmentation. Through localized media capabilities, Media Storm has helped brands eliminate up to 65% of media waste when tied to sales and CRM data directly. Other benefits include three to five times frequency exposure, accurate audiences at an ID level, and multi-touch attribution.
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Together, Merkle and Media Storm are helping to inform and enable brands through the entire site experience. By utilizing resources such as CRM insights and addressable targeting, including Merkle’s COVID-19 Market Impact Dashboard data, the site experience is crafted to drive peak media performance.
Following its acquisition by Merkle, Media Storm has also refined its hyper-local media capabilities to help enhance existing localized experiences by homing in on specific neighborhoods or blocks. Utilizing its new in-home audience network, Media Storm helps provide a premium scale for the connected customer, across audio, news, shopping, drama, reality, and other platforms. With consumer behaviors shifting to a deep stack of media, it can be measured at a hyper-local ID level, with the help of this new solution for in-home captivity.
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