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BizReport : Advertising archives : February 06, 2009

New tool boosts ad relevance

Content may be key but relevance is everything else. If ads aren't relevant consumers won't engage which means a smaller campaign ROI. A new tool from Eyeblaster could help marketers enhance ROI by ensuring that ads have relevance for consumers.

by Kristina Knight

The tool, called Smart Versioning, allows marketers to enhance the relevance of campaigns, localize campaigns and optimize the content. Ads in the system can be simply changed to include or switch out images, video, font and even the ad language; when campaigns aren't performing as expected making quick changes such as these can dramatically change the campaigns direction.

"[Advertisers] are focused on squeezing every ounce of performance out of their ad spends," said Gal Trifon, CEO and co-founder of Eyeblaster. "Smart Versioning offers the means to maximize budgets and obtain the absolute best performance through improved relevancy, without incurring costs or delays."

For a local marketers, a tool like Smart Versioning may give too many options but for regional, national and international marketers, tools to quickly change language or that allow for different contexts are quite useful because they reduce the time drain on creative departments. The tool can be integrated with behavioral, geographic and contextually targeted ads.

The tool is currently in beta testing.

Tags: Eyeblaster, online advertising, paid search, search marketing, SEM

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