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BizReport : Advertising archives : June 10, 2015

Ad Roundup: TV and AI solutions and a new integration

In today's advertising roundup, a new solution for buying TV ads based on behaviors and a new solution using artificial intelligence to optimize ROI.

by Kristina Knight

First, Simulmedia has launched VAMOS, a video ad platform using data to target and optimize ads in the linear television space. Ads in the VAMOS system are optimized based on viewer behavior compared to the more demographic-based targeting most TV buys are made on.

"VAMOS puts Simulmedia at the forefront of leveraging big data technology in the world of TV," says Dave Morgan, Simulmedia's Founder and CEO. "And as advertisers move more cross-channel, VAMOS will move with them, keeping Simulmedia as the clear technology leader in audience-targeted and ROI-optimized advertising."

Meanwhile Rocket Fuel's private marketplace is now using artificial intelligence to optimize campaign ROI. The new feature is part of the Programmatic Marketing Platform and uses big data to optimize ad performance.

"Our private marketplace enables clients to work with their preferred publishers and target the right user at the right time with the right message - and ultimately drive higher brand equity and conversions," said Rocket Fuel President Richard Frankel. "This offering is consistent with Rocket Fuel's focus on growing the total value of digital marketing for publishers and advertisers alike, through trusted and strategic partnerships powered by advanced technology."

And, numbers are in from a new Marketo and Gigya partnership; using both Marketo and Gigya platforms Learn Liberty increases referral traffic by 152% and decreased the resources used to generate leads by 75%. Gigya recently integrated their IDX Markteplace with Marketo, giving brands real time insights based on customer interests.

"Accurate, first-party customer identity data has become an increasingly important driver of effective digital marketing. By integrating Gigya's Customer Identity Management Platform with Marketo, marketers have a seamless way to ensure their email campaigns are relevant and timely," said Patrick McCue, SVP of Global Channels & Alliances at Gigya. "We're looking forward to seeing more innovative brands like Learn Liberty take advantage of the Gigya-Marketo integration."

Tags: advertising, advertising content, advertising tools, Gigya, Marketo, Rocket Fuel, Simulmedia, TV advertising

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