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BizReport : Advertising archives : July 16, 2015

Ad Roundup: Using relevance and personalization to engage

In today's advertising roundup: two new releases that focus on customer engagement, and how an ad agency's 'yes' pitch to non-profit donors landed a big award.

by Kristina Knight

First, Perion has expanded their GrowMobile platform; the expansion will allow app developers and publishers to create and launch campaigns that are tailored to their audience members.

"Because churn can be as big a challenge as acquiring users, we made it a priority to ensure that our users have the ability to acquire and then retain their users," said Shai Gottesdiener, General Manager of Growmobile. "Now, in addition to enabling our users to advertise on all major traffic sources, including Facebook and Twitter, we will provide them with the means to keep the users they invested time and money to acquire."

And DataSift launches VEDO Intent today, the new tool uses machine learning better analyze social data. Using VEDO Intent brands can use the data to determine purchase intent so that brands can see which products and messages are engaging shoppers and even gain insight into customer satisfaction.

"Organizations have long recognized the huge potential of social data - it's the voice of the market and the voice of your customer. Companies are now hungry to go beyond sentiment analysis into more advanced insights," explains Tim Barker, Chief Product Officer, DataSift. "Social data has evolved. Everyone from financial institutions through to the United Nations refers to it and we recognized that people need actionable, nuanced insights from social data to better understand their audience's mood and intent."

Meanwhile, ad agency True North's Wounded Warrior package has been awarded the 2015 Direct Marketing Fundraisers Association's Package of the Year honor. Their STEP UP campaign focused on lapsed donors to the Wounded Warrior Project, asking the donors questions and allowing them to respond with a Yes - and a donation to the project.

"We were already proud that Wounded Warrior Project responded so positively to this bold new concept and to see it perform at a high level," said Matthew Brown, Account Director at True North. "We're especially thrilled that the industry has now recognized it as the best package of the year."

Tags: advertising, advertising tips, advertising tools, DataSift, mobile marketing, Perion, True North

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