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We announced it to you last week, The Ramp is united with Dataventure to redefine local digital marketing. An operation which is part of a broader dynamic, since Dataventure had already joined in 2023 the EDG group, led by Vincent Klingbeil. The opportunity is given to us to talk about local marketing and how brands can develop very fine communication on the main networks and apps thanks to solutions like The Ramp. To talk about it in more detail we invited Romain Achard, CEO of The Ramp
The Ramp meets a key need for brands: deploy and pilot advertising campaigns point of sale by point of sale automatically. Unlike the classic solutions of Google or Meta, which operate on a national or regional scale, The Ramp allows a Granular management of campaigns On all digital channels (Display, Social, Audio, Segmented TV).
Brands like McDonald’s, Sport 2000 or Kingfisher Use this platform to allocate advertising budgets in a dynamic way, depending on the performance of each store and the catchment area. This approach agnostic Allows real -time optimization on several advertising inventories, depending on their effectiveness.
A strategic growth lever with Dataventure
If The Ramp has established itself on the advertising aspect, local marketing cannot be limited to the purchase of spaces. There Customer relations (CRM, SMS, Emailing) plays an essential role in activating and loyalty of consumers. It is in this perspective that the rapprochement with Datventurewhich brings its expertise in Management of customer interactions.
This merger responds to a structural transformation of the market. The announced end of the paper prospectus, with regulatory initiatives such as Yes adand the increase in physical distribution costs have accelerated the adoption of digital solutions by brands. By uniting their forces, The Ramp and Dataventure cover the entire spectrum of Local digital marketing : From the creation of traffic in store to customer relations management.
Integration into EDG: a pragmatic decision
This rapprochement is part of a broader strategy with the integration of datventure in the group EDG In 2023. This holding company, which brings together several technological companies, operates on an entrepreneurial model, leaving the entities acquired a Operational autonomy While offering them increased ways to develop.
The challenge for the new ensemble is to strengthen its value proposal Faced with an increasing fragmentation of digital channels. The diversification of levers (CTV, digital, social audio) and the emergence of artificial intelligence in the optimization of campaigns require a thinner orchestration Marketing strategies.
In a sector where mastery of the advertising channel becomes a competitive advantage, The Ramp and Dataventure aim to establish themselves as A global conductor of local marketing. A key positioning at a time when brands are looking for unified solutions to maximize the impact of their campaigns.
