As promised, below is  a transcript of the #ATSChat. The questions we asked were:

1. How was display advertising changed over the past 5 years?
2. How has the explosion of technology products and services made digital marketing easier, how has it become more difficult?
3. How can advertisers evaluate or ensure a greater return on investment for long-term brand building?
4. Has IP based display advertising made targeting and messaging for brands easier, if so, how?

#ATSChat Transcript.

WHAT: Neustar’s Quova is hosting the #ATSChat Twitter chat for digital marketers to share information, ask questions and discuss opportunities around audience targeting solutions.

WHEN: Tuesday, December 6^th, 12:00-12:30 p.m. PDT, engage in the chat using the #ATSChat hashtag.

WHERE: On Twitter, join the conversation by adding hashtag #ATSChat in your Twitter status updates; you can also follow in real time using http://search.twitter.com and entering #ATSChat in the search box.

WHO: The Quova audience targeting team (@Quova) will moderate the discussion. Anyone can participate via their Twitter handle. We want you to share your knowledge, ask questions and help drive the conversation!

Serving Hyperlocal Content

Geolocation allows marketers to think locally and personalize content – advertisements, local news, or local search results – in a scaleable and measurable way. With all of the advertisements being targeted at Web users, it is difficult for brands to get their ads to stand out from others, especially when the ads are not relevant. Would a home owner living in Southern California really be interested in an advertisement for snowmobiles? Through geolocation, marketers can be ensured that the most tailored content is reaching the appropriate local market.

Preservation of Privacy

Through IP geolocation, brands will not only benefit from the localization of advertising, but will also keep consumers privacy safe. IP intelligence lets a site owner understand where site viewers come from, but not who specifically. With IP intelligence, no cookies are being dropped and no Personally Identifiable Information is being pulled – no Web tracking or Web history will be extracted. Marketers receive only the information they need to know, where that person is logging on from, that’s it.

Data Delivers

IP geolocation provides marketers with data to analyze the success of a local campaign to determine the MROI. For example, do you want to know if your latest advertising had an impact in New York, but not in California? This is the kind of intelligence needed for further planning of a similar campaign in the same or new demographic.

So, as you plan your next campaign, ensure that geolocation is a component to further your success.

By Steven Cook, former Samsung Electronics SVP, CMO, North America; former P&G and Coca-Cola global brand marketer, and CMO Council Advisory Board Member. www.FortuneCMO.co

During my 25+ years as a global brand marketer at P&G, Coca-Cola and as Samsung’s CMO N.A., I’ve witnessed marketing, advertising and consumer engagement approaches transform from ‘push’ to ‘pull’, especially in the past few years with rapidly changing digital tools and consumer empowerment. During the pre-digital years, I saw it all — local printed directories, zip code and segmented direct mail, billboards — any means possible to reach an exact demographic and target audience. The common thread within those offline strategies was location. While these engagement tools still have their purpose, the question today is how to reach your targeted audiences locally online where and when they want to be engaged, especially with rapidly growing mobile platforms, through sophisticated technologies available today. Another pain point is the need to measure results and increase MROI versus traditional targeting tools.

Currently, online advertising has no scalable way to reach consumers at the most granular level, beyond their location (state, city, zip code). As a result, poorly targeted online ads lead to lost revenue with lackluster conversion numbers. But, we are slowly getting one step closer to the conversion numbers of direct mail, billboards and TV ads through technologies like IP geolocation, a key ingredient in the location ecosystem.
The latest IP geolocation data can tell marketers if a user is logging on to the Internet from a home or a business and what type of business. Finally, B2C and B2B brand marketers are able to more effectively deliver display ads to the right people. This means that you can target students while they’re checking their e-mail on campus. Not interested in marketing on campus? How about insurance, banking, lodging, dining, government, recreation, advertising or telecommunication? Now you can reach these audiences from your keyboard.

Here are some benefits to localization:

• Increases customer engagement with more relevant messaging.
• Increases offline or online traffic, conversion and sales by automatically personalizing merchandise assortments by location.
• Powers local search and discovery via IP geolocation.
• Localizing content is the key theme that will resonate with retailers.
• Localizing product-related content (e.g. local imagery/video) and promotional content (e.g. personalized ads and offers) are a priority for businesses.

The ability to geotarget ads is undoubtedly a game-changer. IP targeting is a win-win for everybody: consumers see ads that are actually relevant to them — while maintaining privacy — and advertisers no longer have to guess who’s looking at their ads.

By Steven Cook, former Samsung Electronics SVP, CMO, North America; former P&G and Coca-Cola global brand marketer, and CMO Council Advisory Board Member

Digital Ad Campaigns Now Capable of Reaching Corporate Workers, Convention Attendees, University Students, and Hotel Guests; Mediasmith Campaigns Go Live

LONDON and Mountain View, Calif., – Sept. 21, 2011 – Quova, a Neustar Service and a leading provider of high-quality Internet Protocol (IP) geolocation data, today announced the availability of its IP Audience Targeting Solutions (ATS), an advanced, highly scalable audience targeting system for online display advertising. ATS helps brand marketers more effectively implement online display advertising at an organizational level without the use of cookie-based tracking or targeting. Powered by Quova’s ‘User Type‘ data, ATS provides a vehicle to reach a specific audience with a tailored message.

“Quova’s IP Audience Targeting Solutions has enabled Mediasmith to effectively reach the business community through small business and enterprise targeting,” said David L. Smith, CEO and Founder, Mediasmith. “Combining scale and accuracy, Quova is a valuable part of our targeting strategy.”

Quova’s IP intelligence and real-time network analytics enable brand marketers to select the type of organization they want to see their ads, whether it’s a university, convention center or place of business. Marketers can develop ad creative that is geared specifically to these segments and through ATS, deliver it in the most relevant context to the person viewing an ad.

“Different than de facto advertising practices, ATS allows marketers to target audiences based on where they log onto the Internet. This means brand advertisers can reach consumers or enterprise customers with special offers at their place of work, play, study, or travel,” said Miten Sampat, Vice President, Product Strategy, Quova, a Neustar Service. “Agencies and marketers will be impressed with how this scales for campaigns.”

MORE ABOUT DELIVERING ADS BASED ON IP ADDRESSES
Quova’s ATS utilizes a proprietary database of over 3.5 billion publicly available IP addresses to create a custom target set for each campaign. Quova manages the entire process from start to finish: determining custom IP placements, running targeted ad campaigns, ad optimization and reporting.

An IP address is a numerical label assigned to each device (e.g., computer, printer) participating on a computer network that uses the IP for communication. For more than 10 years, Quova has been a leading provider of IP data to the online advertising ecosystem to help businesses understand the location of their users. Quova supplies valuable IP intelligence to leading search engines, government agencies, fraud and security companies and many others in the online advertising ecosystem.

For more information about IP intelligence, Quova’s IP ATS for display advertising, pricing, and a free consultation, please contact a Quova sales representative at sales@quova.com

ABOUT QUOVA

Quova provides high-quality IP intelligence data. This data allows companies, large and small, to use detailed demographic and network characteristics to prevent fraud in online commerce; regulate online content (DRM) to stay compliant; and marketers to localize content and analyze traffic. Quova is the only full-service IP geolocation provider with a team of analysts, customer technicians and developer advocates who add human IP to network IP to offer consultative services along with its data. Quova is a Neustar Service, based in Mountain View, California. www.quova.com. Follow @quova on twitter.

But what does location have to do with eTail Boston? Well, members of the Quova team are attending the conference (Booth No. 58) to show ecommerce pros how adding geolocation to their websites can have a positive impact their bottom line.

For one, making websites location-aware will ensure that ad campaigns reach the right audience without violating digital privacy as no cookie is ever dropped and no personally identifiable information in extracted. Essentially, you can tell a lot about a potential shopper from their location. Discovering a web user’s location can help reduce attrition by allowing you to customize landing pages specifically based upon IP information, whether it’s the right language, displaying relevant currency and shipping information, or even saving retailers from the embarrassment of advertising flip flops to Alaskans.

Geolocation can also help retailers avoid the pitfalls of online credit card fraud. Forrester Research predicts that online retail sales will increase an average of 10 percent per year for the next five years to reach $278.9 billion by 2015. Geolocation can help Internet merchants spot red flags and prevent fraud losses by validating purchasing points, cards and cutting data breaches.

Sounds good, right? If you’re an online retailer gearing up for the busy holiday season or even looking for new marketing strategies, stop by the Quova booth to see a demonstration on how geolocation works and what it can do for your business.

Touch base with our sales team to learn more about how our data works in the real-world, after the show is over.

If you can’t make it to Boston from Aug. 8-10, follow us at @Quova to see our live tweets from the event.

To learn more about how adding Quova’s data to your site can support your marketing and advertising campaigns, check out our MarketingLand videos at http://www.quova.com/marketingland/.