New platform enables media to run promotions and analyze collected data

Second Street, which provides private-label online promotions for media companies, has combined its products into a single platform with expanded capabilities. The platform includes a data suite that empowers media companies to generate additional revenue with promotions, while building consumer databases that create targeted, relevant, first-party data audiences for marketing efforts.

"Promotions are the best way to engage consumers while collecting valuable demographic and behavioral information," said Matt Coen, president and co-founder, Second Street. "Our data tools allow our partners to tap into this data to better understand their database."

Due to their relationships with their local audiences, media companies are able to generate high engagement in promotions. The resulting first-party data provides a stronger understanding of the audience and their interests to the benefit of advertisers.

"This is a logical evolution of our offering that enables media companies to anticipate and take advantage of emerging opportunities," said Coen. "Their data perpetually increases in value, creating multiple occasions to serve as a deep, qualified resource to larger data management programs and makes Big Data accessible."

The Second Street Platform consists of:

• The Promotions Suite that includes contesting, such as sports pick'ems, photo and video submission, sweepstakes, ballots, personality and trivia quizzes, surveys and ecommerce offers.
• The Data Suite includes audience management and messaging capabilities that allows media companies to build consumer profiles, create segmented audiences, and send targeted email to consumers on behalf of advertisers.