Marketers may soon be able to cash in on the president’s tweets.
Bloomberg Media on Thursday described its latest ad offering, a product called Trigr that taps Boomberg Terminal data to let marketers display ads in response to financial developments.
It’s meant to steamline the process of getting creative up in time with events like a shift in the stock market, gas prices or the fortunes of a particular business sector. That’s usually not easy: The process can take “one to five hours,” says Derek Gatts, global head of technology and product at Bloomberg Media.
You’ve got an advertiser talking to an agency, and they’re talking to us,” Gatts says.
“It’s a real challenge. And when all that’s through, it takes another 30 minutes for us to start serving the ad.”
An initial client for Trigr, the insurance company Hiscox, is using it to promote its cyber security offering, according to Russ Findlay, chief marketing officer at Hiscox. Its ads show up when stocks related to that sector shows volatility, suggesting activity and interest in the area.
Bloomberg is looking to ad tweets and new alerts to its portfolio of triggers agains which marketers can buy.