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VisibleBrands Raises Over $2MM to Build Cloud-Based Ad Network Connecting Advertisers and Shoppers at Home and at the Moment of Decision(R) in the Supermarket Aisle(October 25, 2011)
KIRKLAND, WA -- (Marketwire) -- 10/25/11 -- VisibleBrands announced today that the company has raised over 2 million dollars in a Series A financing round. It will use the financing to commercially test and deploy an ad network that will serve content at the Moment of Decision® in the store and on an opt-in basis at home and on mobile phones.
"Brands are dealing with a fragmented audience and an overwhelming number of media choices," says VisibleBrands President, Timothy Morton. "Reaching shoppers in a meaningful way has never been more difficult. Our solution links in-home, mobile, and in-store identity creating a unified audience that advertisers can reach through one network. We unlock physical retail as a planned media destination and create a new marketplace for highly optimized advertising and consumer promotion in the category of your choice."
As a first step, the company is delivering digital coupons to shoppers in the supermarket aisle via shelf-edge touch screens. According to Morton, "We don't want to ask shoppers to make big changes in behavior -- such as 'pick up a device,' or 'check-in.' Our goal? Keep it simple so we reach everyone. All you have to do to accept an offer is touch a screen and it's virtually 'clipped to the cart' and downloaded at POS."
"The company's broader goal is to go beyond delivering coupons to offering brand-building experiences combined with business intelligence, campaign analytics and live panel data," says Morton. "Now you can have an integrated brand campaign that reaches from the home to the phone and to the shelf-edge category delivering a message informed by online and in-store behavior, preferences and loyalty. You can selectively engage shoppers and create relevant, even personalized continuity offers, cross-category offers, and escalating offers leading to higher effectiveness and efficiency. We 'close the loop' so you can refine campaigns based upon ground truth in the aisle, measure campaign performance -- for free -- against purchase data and control costs down to a penny. And you can do it all in real time."
For supermarkets struggling with thin profit margins and increased competition, the network turns stores into ad publishers reaching almost every shopper who walks in. According to Morton, that means bigger baskets, increased net revenue without adding stores, new shopper-marketing insights, and more value to shoppers creating higher loyalty -- all with no up-front expense.
Morton believes the timing is perfect. "The market has been anticipating this for years. The confluence of cloud computing, WiFi mesh indoor location, semantic tagging and other technologies is finally making it possible. The tipping point is here and we're determined to 'close the loop' and make it profitable for everyone from shoppers to brands to retailers."
VisibleBrands is a Kirkland, WA based unified, direct-to-shopper digital advertising and data network. We deliver personalized, actionable, consumer promotion and advertising media at home, on the go (mobile) and at the Moment of Decision.
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