Frankly Inc. (TSX VENTURE: TLK) (“Frankly”), a leading content, engagement, and monetization platform for brands and media companies, launched Frankly Data, a highly-effective ad targeting program for media publishers to drive transformational digital revenues by leveraging their existing sales teams.
The Frankly Data program has integrated the company’s proprietary technology and best-in-class data partners to offer the industry’s first comprehensive, data-as-a-service product. Frankly Data enables media publishers to deliver cross-platform, hyper-targeted audience segments with operational marketing support down to the local advertising sales executive. The program will leverage first-, second- and third-party data, drawn from Frankly-powered web, mobile and OTT platforms, and also offer strong sales support at the local field sales level, to enable an end-to-end sales process that is aimed at driving strong incremental digital revenues for traditional local media companies.
In addition to Frankly’s proprietary data and technology platform, the company has teamed up with leading partners such as Krux and Reveal Mobile to offer media customers and advertisers a holistic view of the consumer across devices through data management, GPS, and Bluetooth beacon-enabled services. Frankly Data and its partners believe that people data, responsibly collected and managed, delivers more valuable, personal, and scalable marketing, media, and ecommerce experiences.
Specifically, Frankly will leverage Krux—named by Forrester Wave as the leading independent data management platform (DMP)—to gather and analyze rich data from digital properties owned and operated by local television stations. That data is then segmented into scalable audiences that can be reached by advertisers across consumer devices. Additionally, Frankly will leverage Reveal Mobile, which offers the world’s most accurate location data with the first GPS-and-Bluetooth beacon-based audience targeting, to build mobile audience analytics from billions of location data signals.
Upon activation by customers, Frankly Data will aggregate consumer data, including an individual’s location, demographics, behaviors, and interests, as garnered by user activity on a station’s web properties, mobile apps and third party data, with the various data sources managed and analyzed on the DMP.
“We’re excited to put together a very innovative program using our technology and unique data insights, as well as to partner with leading companies such as Krux and Reveal Mobile, to produce actionable user insights and support robust advertising revenue streams for our station partners,” said William Ammerman, Head of Advertising at Frankly. “The Frankly Data program will be spearheaded by our recently joined VP of Sales, Eric Burns, a proven industry veteran with executive experience at some of the world’s leading data and media companies.”
Paul Bates, VP Advisory Services at Krux, commented: “We are happy that Frankly selected us to power Frankly Data. “Frankly has developed an innovative solution for local stations that enables them to unlock the power of people data on behalf of their advertising clients.”
Brian Handly, CEO at Reveal Mobile, added: “The team at Frankly recognizes the need to solve the complex challenges of mobile advertising revenue. Location-based audience segments that are in-demand from their customers’ advertisers are a key component of addressing those challenges. We are proud to serve as a critical part of their overall solution, and will continue to work with them to help media publishers get the most out of their ad targeting strategies.”