News & Opinion

Trinity releases hyperlocal mobile ad platform

Trinity Mirror Solutions launches pinpoint; a new app-mediated, hyperlocal mobile ad platform which targets smartphone users.

The app allows advertisers to send targeted push messages to a growing network of permissioned smartphone users, aggregated across Trinity Mirror's national and regional app titles.

Via the app brands can reach prospective customers on their device's existing push notification facility but with richer messages targeted either to their current geo-location or their recent location.

Developed by Trinity Mirror's New Business Division, pinpoint has been offered by TMS as a beta product to more than 60 selected advertisers.

As an advertising medium, pinpoint provides mobile advertisers with a choice of different formats; ranging from an entry URL campaign (which pushes to a mobile site, landing page or app download destination of the clients choice) to more sophisticated ad units which can variously pull through imagery, maps and promotional barcodes.

By using pinpoint businesses can target an on-the-go mobile audience in the immediate catchment area of a local store, offer or event. Advertisers can chose either to notify people in a defined radius or on the basis of a pattern of past behaviour.

Matt Colebourne, director of Trinity Mirror New Businesses, said: "The Trinity Mirror NBD team is dedicated to innovating new businesses that transform the group's digital capabilities across services, publishing, entertainment and advertising.

"We built pinpoint with patented new technology to capitalise on the unprecedented reach and engagement enjoyed across the network of Trinity Mirror apps. The beta version has delivered a resounding proof of concept among our early adopting clients and we look forward to ramping the self-service offer in early 2015 with an eye on our small to medium business clientele."

Shaun Jordan from Trinity Mirror Solutions added: "pinpoint provides further evidence of our emerging leadership position in digital and we're seeing real excitement from clients, national and regional, for pinpoint and the hyper-local targeting opportunity it affords. To date we've sold campaigns that have variously promoted local deals, driven app download and broadcast new events.

"We are, at the moment, seeing ever more users for this channel and, of course, it absolutely meets our customers' needs to deal with a publisher that can offer the full range of advertising solutions from brand building through to direct response and from print through to targeted mobile."

by Jessie Sampson 14/10/14

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