Mediative launches location-based mobile ad network
Montreal-based digital agency Mediative has launched a new location-based mobile advertising network. The service will focus on "hyper-local" campaigns that will deliver ads to mobile devices within a certain distance of a physical location. According to the company, these areas can be as small as 200 meters across. Ad creative can also be varied according to factors such as time of day, distance, weather and traffic conditions. "We want to help the industry shift its approach to marketing and advertising," said Patrick Lauzon, president of Mediative. "Gone are the days of mass marketing and broad messaging. In today's dynamic digital world, we have the ability to use advertising to reach consumers wherever they are and help fulfill their immediate wants and needs."