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BizReport : Ecommerce archives : September 14, 2011

New partnerships up the ante for retail brands online

Moving out the summer slump, three partnerships and one new release may help online brands better connect with in-market consumers by serving up relevant content and improved metrics for campaigns.

by Kristina Knight

First up, Turn has tapped Nexage to power real-time mobile ad buys. Using Nexage's Real-Time Bidding (RTB) exchange, Turn's client may purchase mobile ad inventory at the impression level; this type of buy helps advertisers ensure they are identifying an audience to which the ads will be relevant, pushing campaign ROI higher.

Meanwhile Baynote and Monetate are partnering for personalized product recommendations. The partnership will allow retail brands to 'target' recommendations so that the content seen by a potential buyer is relevant based on that shopper's real-time interests - so a person looking for a book will not be shown recommendations for a dress, for example.

Utilizing Baynote's personalization techniques one etailer, Altrec, has increased conversion rates four times over.

Next, Sundial Creations, home of brands including SheaMoisture and Nubian Gardens, has tapped EndPlay to power their etail hub, giving them the ability to sell direct to customers cutting out the 'middle men'. This should help them pass savings along to their customer base. There are also plans to launch a beauty-focused community site, which would make available targeted, relevant content to their customers.

Finally, mediaFORGE has released the Measured Engagement Platform, a hub designed to help measure engagement which pushes revenue and campaign ROI. The suite of tools gives brands transparent retargeting data; retargeting has been shown to dramatically increase conversions of those who visit but then exit the purchase funnel.

In early tests the MEP showed 36% improvement in retargeting efficiencies, 23% revenue increase and expense reductions of nearly 20%.

Tags: Baynote, ecommerce, EndPlay, mediaFORGE, Nexage, retail ads, retail websites

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