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BizReport : Advertising archives : August 04, 2009

AudienceScience delivers personalized ads immediately

When it comes to today's online marketing efforts targeting is key and connecting with the consumer a must. Enter a new option from AudienceScience which allows ads to be personalized and sent to specific online consumers at a moment's notice. The offering, called Audience Relevant Messaging (ARM) serves individualized ads based on consumer interests and intent to purchase moves.

by Kristina Knight

"Advertisers are constantly looking for ways to increase performance and optimization capabilities in their online advertising investment," said Jeff Hirsch, President and CEO, AudienceScience. "Audience Relevant Messaging (ARM) maximizes the value of each impression with dynamic and personalized creative. Campaigns using dynamically relevant ads have been shown to perform better than similar campaigns without dynamic ads and demonstrated improvements in clickthroughs and conversions range from 30% to 400%."

This type of retargeted ad holds good possibilities for ecommerce providers; reengaging consumers who have abandoned a shopping cart or left an online store without clicking anything has flummoxed marketers since the Internet was developed. Experts believe more than half of shopping carts are abandoned by shoppers. By retargeting ads based on user interests and intent to purchase marketers have a greater chance to reengage the consumer and to create a converted shopper.

The ARM platform allows marketers to alter an ad campaign by color scheme, offers, offer message and even images without developing hundreds of different creative elements. The information needed to create the different ads is pulled from user behavior and response and then matched to an advertiser message.

Tags: AudienceScience, online advertising, retargeted ads, retargeting, retargeting advertising

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