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BizReport : Advertising archives : August 01, 2016

Ad Roundup: Releases to enhance connection

In today's advertising roundup, a trio of releases that should enhance brands' and publishers' ability to engage with customers.

by Kristina Knight

First, Appboy, has launched Canvas; the new product gives brands a place to create and launche multi-channel campaigns based on real time information.

"Customer journeys are more unpredictable than ever before as the lines between apps, web, social, and the physical world increasingly blur," said Myles Kleeger, CRO of Appboy. "As a result, marketers need to understand cross-platform behavior and adapt their strategies with contextual messages that meet the customer wherever they are. Canvas is a holistic visualization and campaign orchestration tool that makes it easy for marketers to scale from the most simplistic to sophisticated lifecycle campaign, giving them the opportunity to influence real-time behavior oh each individual customer at scale."

Meanwhile, the Connatix launch of their native video platform offers up a native ad experience with programmatic monetization to help control budget costs.

"Publishers are faced with a big challenge: while video is the fastest growing area of programmatic, across the online video advertising market, demand consistently outweighs supply by a large margin," said David Kashak, founder and CEO of Connatix. "Connatix Native Video creates for publishers a new premium video inventory, while at the same time offers advertisers the ability to access this inventory programmatically. As a result of this, publishers benefit from the higher rates usually reserved for high quality inventory that comes with good viewability."

And RocketFuel has released dynamic creative ad options that combine with their Moment Scoring technology to better target ads to travel and retail consumers.

"Our agency partners and their retail and travel customers require well honed messages that deliver the right products at the right moment of influence to the right person," said Simon Hayhurst, SVP of product and business development at Rocket Fuel. "In the last eight months, Rocket Fuel has worked with over 85 retail and travel advertisers to launch more than 120 campaigns using this turnkey and scalable product. Our dynamic creative solution takes the guesswork out of what message or product to show in an ad, because now our Moment Scoring technology not only enables our partners to reach consumers in the moments that matter, but also chooses what products to show."

Tags: advertising, advertising tools, Appboy, Connatix, ecommerce tools, Rocket Fuel

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