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IBM Cloud Authors: Elizabeth White, Carmen Gonzalez, XebiaLabs Blog, Liz McMillan, Pat Romanski

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Digilant™ Outlines Strategy to Help Marketers Create an Intelligent Advantage and “Do Better AdvertisingSM”

Digilant, the 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 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.

Introducing Dr. Digilant, the Data Scientist

In an effort to help marketers make sense of the confusing world of ad technology, Digilant is introducing a quirky data scientist, Dr. Digilant. Dr. Digilant will provide answers to questions from bewildered advertisers and agencies who are seeking advice on how to apply the right applications to their marketing campaigns to “Do Better Advertising.” Dr. Digilant will be a regular contributor to the Digilant blog and will appear in Digilant’s advertising campaigns. Dr. Digilant’s alter ego, Vigilant Man, is only seen at night, fighting ad crimes.

Poised to Become A Trusted Advisor

Better advertising means different things to different stake holders: for marketers it means creating competitive advantage through customer intelligence; for agencies it means activating intelligence to prove themselves invaluable. Digilant’s new consulting practice draws upon the company’s proprietary knowledge of best practices, industry norms and the customer journey to develop multi-channel advertising and data strategies to maximize the investment in digital media.

Building Market Momentum

In the past month, Digilant has secured contracts with global brands such IBM, Pepsico and Wal-Mart, multi-cultural initiatives on behalf of Chevrolet, Buick and Wells-Fargo, and agencies such as Ogilvy’s NEO, Initiative and Carat. Digilant has also entered into a strategic relationship with IBM Coremetrics.

Tweet This: .@Digilant_US outlines strategy to help #marketers create an intelligent advantage and Do Better #Advertising http://bit.ly/XaEVRC

About Digilant

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. Its unparalleled media-buying platform analyzes customer data to develop custom indices of online audiences with similar behavior, making Digilant the global market leader in audience targeting. The company boasts a bidding engine that allows its clients to tweak campaigns to support their business goals. The result is more informed decision-making for brand-building, customer engagement, product introductions, competitive differentiation, direct response and demand generation. 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, or connect with the company on LinkedIn or Twitter.

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