A Revolution in Local Marketing: New members are driving innovation in the Local Branding Alliance (LBA)
Addressable TV at the ZIP Code Level
RTL AdAlliance, an international advertising network and subsidiary of RTL Group, brings together premium content publishers under one roof with the goal of helping international brands reach their European target audiences. By combining Europe’s most successful broadcast, publishing, and adtech companies, RTL AdAlliance gives brands access to more than 100 TV channels, 350 print publications, and 5,000 premium websites—with over 150 million daily TV viewers and more than 4 billion online ad impressions per month from a single source—thereby offering unrivaled reach both within and outside Europe.
The partnership between RTL AdAlliance—known, among other things, for innovative advertising solutions such as Addressable TV for smart TVs—and marcapo, Europe’s leading provider of multi-location marketing platforms, now enables brands and their local partners to target their advertising messages precisely and effectively to local audiences—without wasted reach.
Connecting the Digital and Analog Worlds at the POS
vir2Store is a true digital signature expert. vir2store GmbH is a growing software specialist that has been developing the leading software solution for creating digital shopping and brand experiences for over ten years. Around the world, the company fulfills individual customer dreams across a wide variety of industries, turning visions into reality. Here, physical and virtual worlds are brought together.
marcapo customers will thus benefit from exemplary expertise in POS TV going forward.
GDPR-compliant cross-channel communication using a single tool
As the third new member, oneDialog will join the group as an independent company. Known for its GDPR-compliant multi-messenger platform for local brand management, oneDialog combines modern communication channels such as WhatsApp, Facebook Messenger, Google Chat on Google Business Profile, website chat, Facebook, and email into a single inbox, thereby optimizing customer interactions.
Brands provide their sales partners with CD-compliant templates and documents, ensuring fast response times and high customer satisfaction.
Thomas Ötinger, CEO of marcapo, shares his enthusiasm: “The partnership with RTL AdAlliance is a milestone for us and our customers. Together, we are ushering in a new era of local marketing.” The first success stories and innovative offerings will be presented in September, including at the local branding day, Germany’s largest conference on local brand management.
The Local Branding Alliance
The LBA’s exclusive network brings together expertise in all areas of local brand management—from strategic consulting to comprehensive campaign implementation.
Its mission: to create innovative local advertising and branding opportunities for brands and local distribution partners. The long-term goal of all member companies is to sustainably strengthen and preserve small and medium-sized businesses through their offerings. As the host ofLocal Branding Day, the LBA promotes the exchange of ideas and the further development of local marketing strategies.
The next conference will take place on September 19, 2024, in Bonn.
On stage, major brands such as Mrs. Sporty, Vodafone, and VELUX will present exciting case studies and provide insights into their local brand management.
Further information and registration details can be foundhere.
