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Brightkite Launches Ultra-targeted Advertising Solution after Successful Pilots with a Range of Brands

Brightkite, the Social Discovery Network, today announced the availability of a new ultra-targeted advertising solution after piloting it with more than 20 brands during the summer of 2009. The system is designed to give brands the ability to break out of traditional age and gender targeting and target according to a wider range of more relevant criteria including:

  • Location and Place
  • Behavior and Activity
  • Conversational Context
  • Time of Day
  • Weather
  • Demographics
  • Media Usage

In addition to the criteria listed, Brightkite provides three types of time relevance to their super-targeted campaigns:

  • Historical (i.e. people who go to the movies more than twice a month)
  • Current (i.e. people currently within a mile of a KFC restaurant)
  • Future (i.e. people in places where it will rain during the weekend)

Advertisers can learn more about ultra-targeted advertising at www.ultratargeted.com.

Examples of campaigns brands have run using the ultra-targeting system include:

  • For Chevrolet, Brightkite targeted ads to people within three miles of a dealership on Saturday or Sunday afternoons. Chevrolet saw response rates between one percent and two percent visiting the dealership.
  • For Jack in the Box, Brightkite targeted ads to people within two miles of restaurants in the week following the launch of smoothies in each restaurant. The smoothies launched in different places at different times, so the campaign staggered location by location. The campaign offered users an SMS coupon for a free smoothie.
  • For the show “The Jersey Boys,” Brightkite targeted visitors to Las Vegas – people who were in Las Vegas, but had a home town outside of the Las Vegas area. They were given a special offer to encourage them to the show. Redemption rates for the promotion exceeded two percent.
  • Mynewplace.com wanted to target people with locally relevant creative. Rather than run a nationwide campaign that said, “Find homes to rent near you,” Brightkite was able dynamically create and deliver ads that said, “Find a home to rent in Tulsa,” localized to whatever city the user was currently in. The ads clicked through to a listing of homes to rent in proximity order to the consumer.

Jonathon Linner, CEO of Brightkite commented: “Our first rule of advertising is to think about the user experience. Consumers actually like advertising when it is relevant to their needs, and find it an annoyance when it is out of context. We use a combination of location, activity, demographic and time targeting to match the right advertising campaign to the right user at the right moment. Ultra-targeted advertising gives us happy users and happy advertisers. We are consistently seeing click through rates of more than five percent for our ultra-targeted campaigns.”

John Hadl, CEO of Brand in Hand, who buys mobile media for companies including P&G, General Mills and others added, “We have run a number of Brightkite’s ultra-targeted advertising campaigns for our clients, and Brightkite has delivered against clients’ targets. We’ve targeted women in beauty salons and women talking about subjects relevant to our clients. Brightkite’s ultra-targeted campaigns enable us to minimize wastage and communicate to our clients’ audiences effectively.”

About Brightkite

Things are happening, right here, right now. Use Brightkite to meet people around you, keep up with your friends, explore and discover new places. Brightkite is the real time social discovery network. More than two million people use Brightkite`s free service every month, which is available to anyone, anywhere, worldwide. All you need is a mobile phone or Web browser to bring your friends together in the real world, wherever you may be.

The award-winning company is headquartered in Burlingame, California. To learn more about using your phone as a social discovery tool, visit us at www.brightkite.com.

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