Palm Beach show signs digital marketing deal

Marine Ad Network is partnering with Show Management to provide hyperlocal digital marketing campaigns for exhibitors.
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Marine Ad Network is partnering with Show Management to provide hyperlocal digital marketing campaigns for exhibitors during the Palm Beach International Boat Show.

A mobile smartphone in nearly every attendee's pocket allows exhibitors the chance to connect the visitors with content tailored specifically to the advertiser.

Exhibitors will be able to reach attendees during and after the show, giving them the power to identify and communicate to a highly valuable niche audience and hopefully provide a higher return on investment.

Hyperlocal marketing uses a smartphone's GPS data to create a zone or "geo-fence" and target all users that pass through it. The zone can be as small as a few feet in radius or as large as the entire Palm Beach show.

"Our goal is to eliminate wasted impressions," Marine Ad Network operations director Melanie Kyle said in a statement. "It's about serving ads at the right time, in the right place, to the right audience.”

The Marine Ad Network will offer three packages, starting at $2,500. They will include digital advertising on a variety of platforms, including mobile apps, social media and mobile websites.

Show Management and Soundings Trade Only are owned by Active Interest Media.

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