Near, a location intelligence platform, today announced the global launch of its Mobile-First Audience Cloud, Allspark. Powered by the Near platform, Allspark leverages diverse public and proprietary data sets which enable brands and enterprises to visualise and analyse audience location, behaviour, demography and interest data to power strategy, marketing and operations.
Allspark enables brands and enterprises to understand the dynamics of their target consumers by leveraging diverse public and proprietary data sets, and curate audience segments based on historical and real-time data. Allspark allows its users to use data points like places, demographics, interests, and pre-built audience sets to curate audiences. Furthermore, Allspark empowers brands to activate these curated segments, optimize targeting strategies in real-time to maximize effectiveness, and also measure the impact of their spends using attribution analytics.
Each audience in Allspark is represented by an AudienceCard. Real-time insights can be viewed for each AudienceCard including active audiences over a period of time, demographics and nature of these audiences. Once this audience is targeted around hand-picked locations, the attribution analytics in Allspark enables the user to compare real world conversions across locations. The user can also compare the digital and real world interests of the engaging audience, and can fine tune their targeting. The Near platform currently has a proprietary database of 65 million places which gets refined continuously.
“Allspark redefines how brands gather insights about their consumers and interact with them in real-time. It enables you to measure and compare the impact of your business decisions across different audience & locations, and optimise your investment,” Anil Mathews, Founder & CEO at Near said. “We believe that Allspark with its state-of-the-art technology can provide brands with the power and knowledge to stay ahead in the market. Our aim is to ensure that data driven consumer insights are within reach for all, and utilized where they will be most valued.”
“Allspark is a game changer for Australian marketers. It helps brands connect with audiences based on their location, helping them gather rich consumer insights and serving them relevant advertising on their mobiles all in real time. We’re thrilled to be the exclusive sales house in Australia for the platform and look forward to using Allspark to deliver clients sophisticated mobile location targeting with audience curation capabilities,” said Suzie Cardwell, MCN digital partnerships and product development director.
“Allspark from Near is a game changing product for our industry, and takes our data driven approach at Havas to another level. The interface is extremely simple to use and declutters complex data sets with ease, which can be actioned by brands in real-time. We look forward to getting started on Allspark and helping our brands with granular ‘real time’ consumer insights, which can be used to shape their business & marketing strategies,” said Vishnu Mohan, CEO Asia Pacific, Havas Media Group.
“I expect Allspark, the first location audience platform in the Japan market, to make more breakthroughs in the brand companies’ marketing activities utilizing data,” said Ryuji Yokoyama, President & CEO, Digital Intelligence Inc.
Allspark has been available in beta to select marquee customers across geographies. Some of the early adopters of Allspark include Fetch & Kantar in the United Kingdom, Havas & Mindshare in South East Asia and MCN & OOH Media in Australia.
To get started on Allspark, please visit near.co/allspark or reach us at firstname.lastname@example.org.
Culture-leading publisher Highsnobiety continues to evolve its local operations with the appointment of Citizens of Culture as its strategic partner across media operations within Australia. Highsnobiety is a premium global brand dedicated to cultural pioneers, with work spanning across digital platforms, print media, documentaries, cutting edge events, a shopping platform and a full service creative […]
An investigation by British broadcaster ITV has found that Amazon is destroying millions of items in unsold or returned stock. The report specifically focuses on one of the 24 warehouses the company has in the UK. According to ITV News, the destroyed items are largely unused and new, either returned items or those which never […]
Australian fashion brand Witchery has partnered with B Corp GlamCorner as part of GlamCorner’s subscription box offering as the demand for everyday essentials soars. This partnership marks another milestone for the Australian fashion industry towards becoming more circular and introducing more paths to reduce textile waste. Customers nationally will be able to rent more of […]
The media, marketing and creative industries are being encouraged to host their own ‘Curry Club for COVID’ before 30th June to help meet the ambitious $100k target set by its organisers. Curry Club for COVID, which was conceived by long-time adtech executive Peter Bray, sales director at Impact, and is powered by industry social purpose organisation […]
The UnLtd Cup is returning for its tenth consecutive year, marking a decade of soccer shenanigans that’s raised nearly $500,000 for children’s mental health charity, KidsXpress. On July 22-23rd, 28 teams from across the industry will battle it out on the soccer field in the two-day tournament at Sydney University Sports and Fitness Centre, Darlington. […]
Australian-bred company Ultra Commerce has acquired New Zealand-based company Vesta eCommerce, a global software business providing leading product data management solutions. The recent acquisition is a significant move for the business, which is Australian born, owned, and headquartered, but has built out a global presence as it pursues rapid growth in the eCommerce market. Connecting […]