Boston, Mass.-Feb 28, 2013 - Digilant, a leading real-time media-buying platform, today announced its focus on bringing clarity to the overcrowded ad technology landscape via a direct-to-brand approach to customer relationships and a focus on helping multicultural marketers "Do Better Advertising." As a significant deliverable against this strategy, Digilant also announced a new consulting practice to help brands and agencies develop multi-channel advertising and data strategies that maximize their investments in digital media.Too often the overall business goals get lost between the CMO and the agency because the industry is skewed toward the wrong metrics. Market pressure forces agencies to allocate their online budgets to 'remarketing' in order to measure up to industry standards, when in reality better advertising isn't about counting clicks or chasing reluctant consumers around the web with remarketing messages. Better advertising is a result of creative that works effectively through targeting and measurement to give consumers what they want by identifying a need and delivering a message that resonates with them on a human level, in the right context at the right time of day.
Focusing its efforts towards doing better advertising, Digilant is steering the conversation away from technology jargon and bidder speed back to the purpose for which the company was built-- helping marketers achieve an intelligent advantage. An intelligent advantage is realized when marketers are able to make use of information they have about their customers in order to reach even more like-minded people with relevant ads that entice them, rather than annoy them.
"Every brand has some data advantage, "said Edward Montes, CEO. "Activate it. Our services are only valuable if you know what you want to do."
To deliver on its mission, Digilant has brought-to-market applications that deliver on two things: insights and outcomes.
Insights - What do brands know about their customers? For brands that don't have a lot of information, we've built applications to create this information.
Outcomes - What is the brand trying to achieve? This is where most advertising is failing today. Advertising is not really being optimized toward the brand's goals but instead, chasing false positives because the desired outcome has not been clearly defined.
Building Market Momentum
In the past month, Digilant has secured contracts with global brands such as Pepsico and Wal-Mart, agencies such as Initiative and Carat, and multi-cultural initiatives on behalf of Chevrolet, Buick and Wells-Fargo.
Founded by media agency veterans, Digilant helps its brand and agency clients Do Better Advertising by providing the digital media tools to understand who their best customers are, and make those insights actionable. Digilant products are available as managed services or through a self-service interface. The company is headquartered in the United States, with offices in Brazil, Mexico, the Netherlands, Spain and the United Kingdom. For more information about Digilant, visit www.digilant.com.