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BizReport : Advertising : November 07, 2011


New ad releases may increase ROI across ad screens

Two new releases in the online realm may help brands first serve more targeted ads and then increase overall campaign ROI. From DataXu, a new platform to target based on first and third person data and from YuMe, a partnership to enhance app-vertising through connected televisions.

by Kristina Knight

The new DataXu release, DX3, targets ads based on both first and third-party data across display, social, mobile and video, helping brands save ad dollars while increasing campaign ROI. The company reports that campaign performance has doubled in some cases. Advertisers can optimize ads to the most profitable audience segments through various media channels and using the best creative options.

"Today's way of working with digital media is broken and everyone knows it," said Mike Baker, Co-Founder and CEO of DataXu. "The biggest challenge for CMOs is creating value from the flood of consumer data as everything goes digital. DX3 is a game changer because it allows marketers to use their existing digital investments to discover real-time consumer insights that drive sales."

Meanwhile, LG and YuMe have partnered for a TV ad solution. Through the partnership YuMe will power LG's in-app ad solution, including ad support, management and optimizations so that developers have another way to monetize apps. For 'smart' TV sets, the app-vertising platform is set up to help developers increase revenue from apps and ensure consumers receive targeted, relevant in-app ads.

"For advertisers, the LG ad platform can be the third screen complementing on-line and mobile digital campaigns with an in-home shared viewing experience. As users discover the expanding content and application offerings on LG's Smart TVs and connected devices, usage is growing rapidly which will provide advertisers with the audience and reach for both broad and targeted campaigns," said Sam Chang, general manager of LG's Smart TV Innovation Development Group based in San Jose.






Tags: ad content, ad targeting, DataXu, online advertising, online video, video ads, YuMe








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