SeeSaw Networks, the digital place-based media company, has 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.