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BizReport : Advertising : January 06, 2010

New Dotomi tool offers value for marketing channels

A new tool released today by personalized media solution Dotomi should give marketers a bit more information about which channels are performing at peak and which could use more attention. The solution is an attribution technology which gives marketers the ability to measure the impact of both online and offline marketing channels; moreover, the solution allows advertisers to look at the big picture to see how different channels benefit one another.

by Kristina Knight

dotomi.gifKnowing how the different channels feed off of one another is an important advance as consumers become more blinded to ads both online and offline. Although similar to existing attribution solutions, the Dotomi offering can isolate a display ad's effect on different marketing channels rather than taking ad impact on an individual basis. Here is how the solution works: a branded ad is shown to a consumer segment but withheld from a 'control' group. Comparisons are then made based on return visits and conversion rates to give marketers an idea of how and when consumers are engaging.

During a 90 day test, Dotomi registered a 22% increase in performance for online media when the campaign was run along with a display ad campaign. On average, paid search showed increases of 20%, organic/natural search showed a lift of 26% and affiliate marketing efforts rose by 25%

By attributing how ads are impacting consumers marketers can make better decisions in the future, both in where to advertise as well as how to word messages and when to launch a campaign.

John Giuliani, Chairman and CEO of Dotomi said, "The staggering 22 percent average lift in online media conversions, as well as a 8.1 percent lift in offline conversions, that we've measured over a 3 month period shows that Dotomi's display ads significantly boost a brand's overall advertising performance across the board."

Tags: advertising attribution, display ads, Dotomi, offline advertising, online advertising, online marketing

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