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LocalResponse Launches Desktop Intent Targeting, A New Way for Brands to See 6x Increase in Performance on Web Campaigns By Targeting Users on Twitter

Desktop IT seen as critical step in helping brands close the loop between message delivery and real-time consumer intent


New York, NY – LocalResponse,  the first advertising platform that helps marketers respond to social intent,  today announced the launch of its latest social targeting technology, Desktop Intent Targeting. The new product is a breakthrough service that propels desktop advertising to new levels of performance and web campaign click-through rates that are as high as 6x the industry standard.

Social intent is defined as a social media moment: such as a tweet, a status update on Facebook, a photo on Instagram, a check-in to Foursquare and many more. The new web ad targeting service helps to fix what’s broken with desktop advertising and display ads by enabling brands to reach new customers, as well as contextually interact with existing customers, by listening to interest and intent expressed over social media channels.

“Our goal is to make ads way more contextual and relevant so they become more like content that consumers can engage with,” LocalResponse CEO Nihal Mehta said. “With an outstanding click-through rate that’s almost unheard of in the digital ad industry, we feel like Desktop IT will be a huge leap forward for advertisers who want real ROI from their campaigns.”

Through its display platform, LocalResponse is able to mine public social media channels like Twitter, Foursquare, Instagram and Facebook and use that information to deliver highly targeted ads on web pages. For example, if you tweet, “I need new hair color ideas for spring,” you may see an ad for L’Oreal on the next web page you visit.

“The breakthrough for marketers is that we are able to take a social signal expressed by a consumer and deliver a display ad against it. The fact that we are seeing 6X lift in performance over industry averages further validates our theory that a social signal is the strongest form of consumer intent,” Kathy Leake, president and co-founder of LocalResponse, said.

L’Oreal, one of the first brands signed up for the product conducted an early pilot test with Desktop IT for L’Oreal Pro INOA, the company’s in-salon hair color product, and with a .19 percent click-through rate, the campaign performed well above platform averages.

LocalResponse works with a number of major brands and Fortune 500 companies, including Coca-Cola, Microsoft and GM. In addition to the public launch of Desktop IT, the company has announced the first 15 customers to sign on board to use the product. Brands include Sam’s Club, Arby’s, L’Oreal,T-Mobile, Frederick’s of Hollywood, Nike, Emergen-C, AMEX, Coca-Cola, 7-Eleven, Dell, Walgreens, Quidsi, Veterans of Foreign Wars and Verizon.

About LocalResponse :

LocalResponse helps marketers respond to social intent. Based in Chelsea, NYC, LocalResponse is co-founded by digital advertising pioneers Nihal Mehta (founder ipsh!, sold to Omnicom in 2005 & early investor in Admob), Kathy Leake (co-founder Media6Degrees) and Michael Muse; and is backed by Cava Capital, Vodafone Ventures, Metamorphic Ventures, Extreme Venture Partners, Progress, Ventures, Jim Pallotta and others. LocalResponse works with Fortune 500 advertisers such as Audi, Cadbury-Adams, Coca-Cola, Dell, Estee Lauder, FedEx, General Electric, General Mills, General Motors, Hersheys, Kmart, Loews, McDonald’s, Microsoft, NBC-Universal, Pepsi, Verizon and Walgreens.


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