Click here for Part I

Giving organizations the tools and data to reach the right customers

David Carberry is the CEO of Enradius. With offices in Baltimore, Philadelphia, Florida, and Michigan, Enradius is a digital marketing and advertising company that harnesses geo-targeted applications and data to help clients find and reach their ideal customers. Enradius divides its services into two groups—retail and B2B—and specializes in pay-per-click marketing, search engine optimization, and video, all targeted by location. David brings over 20 years of experience in marketing, sales, and radio to his role at the company.

EDWIN WARFIELD: Can you tell us some more about programmatic advertising? What does that mean, to a layperson?

DAVID CARBERRY: Programmatic advertising is where publishers—let’s say CNN, USA Today, even local publishers will take their inventory that goes unsold and then they will offer them up to an ad network. Our role is to buy that inventory and buy it at the lowest prices and provide our clients a service of giving them a better price out in the market space, and then layering data that we can acquire. The data could include adults 25 to 54, it could be people that have home ownership, it could be anyone that has a specific belief. You can find so much psychographic data that’s out there based on what their traction is and where they have been on the internet.

Let’s say somebody went to Kelley Blue Book. Well, Kelley Blue Book will take that data and then they’ll resell that information out into the networks. Then, we just layer that data up with any of the publishers that somebody might find. Let’s say a consumer is in Howard County, Ellicott City specifically, and that person might be on their smartphone looking for something, or they’re in their house, and because of the technology that’s out there, you can target specific people based off of IP, GPS, and know that this person is looking for a car or looking for some type of service in that area. It makes it easier for us to geo-target and hit someone that might be in that range.

Q. Who are your competitors? Where is that competition happening?

A. Video is an amazing thing to run across the internet. You don’t have to buy a television commercial on a big network to reach everyone where you can actually reach that one person in that one location at the one time. Competitively, we look at ourselves as someone that would go up against a ReachLocal on a local level and we also see ourselves coming against Hearst, Scripps, CBS, some of the larger companies that are media companies. But, at the same time, we can buy inventory from them. So, even though we might be competitors in some ways out there selling to specific clients, we also can buy their inventory and work with them as more of “coaptation,” as we would call it.

Q. How would you characterize your customers?

A. On the consumer side, we work with companies like Princeton Sports, Edward Arthur Jewelers, where we use the local retail side and we go after clients that are in a 5-mile radius or specifically someone that might be interested in skiing products or jewelry. You can find information out there from great publishers that have that data. Whether they searched for, let’s say, an engagement ring, we can go and find people that have interest.

From a B2B side, we’ll work with, say, staffing agencies and we will do more recruitment for clients—and even, let’s say, a copier location: we can go in and we can geo different buildings specifically. So, if a business might be a manufacturer looking to get some traction in the marketplace, we can go in and target hospitals or we can target regional area buildings that would make sense for B2B. The types of clients that we do have are community colleges. We work with a lot of universities. We also work with the banking industry, nonprofits—so we have an assortment of different businesses that we provide services for.

Connect with  David on LinkedIn

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Edwin Warfield, CEO of citybizlist, conducts the CEO Interviews.

If you're interested in reaching CEOs, please contact edwin.warfield@citybuzz.co

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