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BizReport : Advertising : February 16, 2015


Ad Roundup: Content and call tools launched

In today's advertising roundup: a new content optimization platform is launched and one platform adds click to call metrics.

by Kristina Knight

First BrightEdge has launched the Content Optimizer 3.0, an advanced content tool that integrates with Adobe's Experience Manager. Using the tool BrightEdge customers can analyze competitor campaigns, optimize and tailor campaigns according to customer demand and gain insight into content best practices in real time.

"Today, people spend their lives on devices interacting with and consuming digital content. The key to success in such a competitive ecosystem lies in the creation of targeted content that is optimized fully at the time of creation and built to win," said Jim Yu, CEO at BrightEdge. "To remain competitive, marketers need to understand performance data and what their competitors are doing to gain actionable insights for optimizing their own content. Content Optimizer 3.0 provides that crucial competitive edge: the ability to tap into web-wide competitor content data. When you know where the competition is succeeding and failing, you can be significantly more strategic."

And Marchex has launched Marchex Call Analytics for Search. The new mobile-centric platform tracks and measures the keywords that drive customers to convert from click-to-call ads. Both Time Warner Cable and Allconnect have signed on to the platform.

"Advertisers have been pouring billions of dollars into click-to-call ads without 100% measurement of which keywords produce phone calls and which ones don't," said Adarsh Nair, Senior Director of Product and Engineering, Marchex. "That kind of waste is unconscionable and we are determined to put an end to it."

Last year brands spent $4 billion to drive click-to-call campaigns.

Image via Shutterstock

Tags: advertising, BrightEdge, click to call ads, content marketing, keyword search, Marchex










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