Orange County Business Journal

Local Corp. Tests Retail Ad Tool in 2 Markets

Mediha DiMartino Wednesday, March 26, 2014

Irvine-based advertising technology provider Local Corp. introduced a new mobile ad service for retailers at ad:tech in San Francisco.

NFuse is powered by the company’s Krillion local shopping platform. It allows brands to engage with consumers through “location-based rich media ads” that use a consumer's location to present nearby local store information, product pricing and availability details. A shopper using a phone to search for a product, for example, will receive an advertisement that could come with information on store locations, prices, and other specific information such as maps, image galleries and an opt-in calendar feature for future sale reminders.

“By combining the power of hyper-local targeting with dozens of dynamic data elements and features from the Krillion platform, we are pushing the use of local data in advertising to new levels,” Sherry Thomas-Zon, Local Corp.’s vice president of local shopping, said in a news release.” We believe (this) will allow retailers to drive consumer engagement and influence more cross-channel purchases.”

A pilot campaign using nFuse was launched in two regional markets on behalf of a large national retailer, that hopes to drive “high-intent mobile consumers both online and in-store.”