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BizReport : Advertising archives : February 24, 2011

AudienceScience, Tumri to power audience-centric targeting

Everyone is talking about targeting. From retargeted campaigns to behavioral debates and contextually relevant ads, brands have many options for ad targeting. AudienceScience, in collaboration with Tumri, is powering another targeting solution - one that puts the consumer in the center of the ad offering.

by Kristina Knight

The Tumri/AudienceScience partnership began in beta in September 2010 with the goal of creating a more precise targeting method. The new targeting option is for display ads and gives brands and advertisers more targeting options. Called Tumri Ensemble Platform, the offering will be available through AudienceScience's Audience Delivery System in the US; the platform will launch in the UKK and Europe later this year.

"Considering our technology enhancements and global expansion, the self-serve platform makes our display ad creation process more streamlined and the results show incredible opportunity for faster, better, dynamic creative and offer optimization," said Jeff Hirsch, President and CEO of AudienceScience.

"For example, if instant analysis on campaign response data shows the blue background, the 'Easter Break' headline, and the '20% off' discount messages are more engaging to a specified demographic, Tumri Ensemble can be set to automatically change background color, headline, discount offer, call-to-action, etc... for each targeted segment," writes the company.

Brands using the platform have the ability to optimize both the best performing creative elements and offer combinations in real time.

"[In tests] we've been able to improve the quality and speed of dynamic audience targeting, while helping our clients achieve greater performance with their display ad campaigns," said Hirsch.

Tags: ad targeting, ad units, AudienceScience, online advertising, Tumri

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