Pitney Bowes Introduces MarketSpace™ Web Platform in U.S.
August 22 2011 - 8:30AM
Business Wire
Pitney Bowes Inc. (NYSE: PBI) today introduced the MarketSpace™
Web platform in the U.S. to help high-volume transactional mailers
connect with third-party advertisers to sell the white space on
their statements for targeted advertising opportunities. With the
MarketSpace Web platform, third-party advertisers can select and
purchase advertising placements based on demographic and geographic
targeting for more effective customer communications.
The MarketSpace Web platform leverages Pitney Bowes software to
dynamically find white or unused space on transactional documents
such as statements or bills, analyze the document recipient, match
the recipient to an advertiser’s target segment and place the
appropriate message without the burden of complete document
redesign. This is conducted in a highly-secure environment with no
recipient data leaving the document owner’s internal network.
Third-party advertisers can use profile information to purchase
space on transactional documents for specific targeted audience
segments.
“Our new MarketSpace Web platform provides a simple and easy way
for high-volume transactional mailers to make their white space
available on transactional statements to help increase revenue
opportunities, while minimizing infrastructure investments,” said
Ramesh Ratan, president, Pitney Bowes Document Messaging
Technologies. “In addition, our new platform offers advertisers a
convenient way to target advertising placements based on specific
demographic modeling to help communicate more effective messages to
customers and prospects.”
Pitney Bowes is collaborating with direct marketing firm Media
Horizons Inc. to offer advertisers the opportunity to utilize the
MarketSpace Web platform to select and purchase advertising
placements with document owners. Media Horizons has a significant
number of advertisers, across a broad spectrum of product and
service categories, ready to buy advertising space.
“The ability to target communications in a relevant manner in
today’s environment goes a long way to strengthen the relationship
between the marketer and consumer,” said Alan Kraft, president,
Media Horizons Inc. “We believe that advertising on transactional
statements with specific offers and messages that are of interest
to the recipient can help build more effective relationships than
inserts due to targeting opportunities and the longevity of
statements.”
To use the MarketSpace Web platform, document owners and
advertisers follow a quick, simple process.
- Document owners work with Pitney Bowes
or their MarketSpace-enabled Service Bureau to upload documents to
the Web platform. Next, the Web platform will characterize
documents including whether they are black-and-white or color, the
size and location of available white space through Production
Intelligence® software, as well as demographic information of
individual document recipients through Spectrum™ PSYTE cluster
information utilizing ZIP Codes. Additional characterization can be
fed by data within the documents or data in external files.
- Advertisers can access the MarketSpace
Web platform through Media Horizons and select audience targets.
The platform will analyze the statement’s distribution based on the
advertiser’s criteria and report how many estimated statements are
available. The advertiser places an order based on this
information.
- The MarketSpace Web platform sends a
message to the document owner, who will review the order and either
accept or reject the offer to place an advertisement. If the
document owner accepts the offer, the TransPromo engine will manage
the placement of these advertisements on statements for the
specific recipients, downstream, as part of the overall production
print operations.
About Pitney Bowes:
Delivering more than 90 years of innovation, Pitney Bowes
provides software, hardware and services that integrate physical
and digital communications channels. Long known for making its
customers more productive, Pitney Bowes is increasingly helping
other companies grow their business through advanced customer
communications management. Pitney Bowes is a $5.4 billion company
and employs more than 30,000 worldwide. Pitney Bowes: Every
connection is a new opportunity™. www.pb.com/
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