Particular Audience Launches Trade Media

Media personalization platform provider Particular Audience has launched its Trade Media solution, which brings the flexibility, measurability and control of digital media to online supplier-funded promotions.

PA's Trade Media solution allows companies and retailers to launch tactical promotions instantly, measure their impact, and adjust campaign parameters in response to customer behaviour, competitor activity, or external factors such as the weather.

Trade Media can identify the discount required to beat a competitor's price and apply only what is needed to secure the sale. By dynamically determining the level of discount required, Trade Media can reduce the margin given up on each sale while still using supplier-funded promotions to drive conversion. This means a brand or retailer does not have to give away 10 percent when 2.5 percent will do.

Trade Media builds on Particular Audience's Price Beat module. Price Beat carries out a live competitive price scan on the product page, applying the discount necessary to beat the best competing price. Where the retailer is already offering the lowest price, it can instead tell the customer that they are already getting the best available deal.

"Trade marketing, pricing, and promotions are still stuck in the '90s in terms of how they are administered and delivered. It's opaque, there's no targeting, no flexibility, barely any measurement, and brands are stuck with these huge upfront commitments. They don’t even know what outcomes, if any, they are driving," said Particular Audience founder and CEO James Taylor in a statement. "Our Trade Media solution changes that. Think of it as supplier-funded or co-funded pricing and promotions, bought and operated with the control and accountability of media. It's not a new reason for brands to fund discounts but a more controlled, measurable way to deploy the funding they already use."