Dynamic Ad Targeting & Optimization Using Omniture Test&Target

This morn­ing, Omni­ture announced new solu­tions in Dis­play Adver­tis­ing to help adver­tis­ers increase their return on ad spend. The press release may be found here: Omni­ture Announces Dis­play Adver­tis­ing Solu­tions for Increased Return on Ad Spend

Today, I’d like to add color to a par­tic­u­larly excit­ing part of the release titled “Dynamic Ad Tar­get­ing & Opti­miza­tion Using Omni­ture Test&Target”. This capa­bil­ity marks sig­nif­i­cant progress towards our abil­ity to increase ad rel­e­vancy by pro­vid­ing a capa­bil­ity that matches a vis­i­tor that belongs to an adver­tiser seg­ment (iden­ti­fied using Site Cat­a­lyst, Dis­cover or Test&Target) with a dynamic ad (via Test&Target). The ad is dynam­i­cally assem­bled and may con­tain mes­sag­ing rel­e­vant to the segment.

Dur­ing the lim­ited release phase for the solu­tion, we have seen a sig­nif­i­cant increase in ad click through rates (CTR). Given that ad impres­sions may only be shown to vis­i­tors that fall in seg­ments that have proven ROI for return con­ver­sions, adver­tis­ers reduce impres­sion waste and increase con­ver­sion rates, increas­ing their return on ad spend. This is extremely exciting.

As the Prod­uct Man­ager for the solu­tion, I wanted to out­line two major capa­bil­i­ties as we push to bring this solu­tion into the hands of some of the largest adver­tis­ers in the world.

Dis­play Test­ing for Acqu­si­tion Cam­paigns: For Adver­tis­ers that are inter­ested in opti­miz­ing their acqui­si­tion cam­paigns, Test&Target pro­vides AB and Mul­ti­vari­ate test­ing for ele­ments within the ad. Agen­cies can pur­chase media through their cur­rent processes. Ad cre­ative would be pro­duced using a Test&Target ad tem­plate and would be traf­ficked across the media plan. Typ­i­cally, the ad would be served by the agency ad server.

Dis­play Tar­get­ing for Remar­ket­ing Cam­paigns: For Adver­tis­ers that are inter­ested in opti­miz­ing their remar­ket­ing cam­paigns, Test&Target pro­vides the capa­bil­ity to tar­get vis­i­tor seg­ments to ads. The cre­ative may be gen­er­ated dynam­i­cally for the rel­e­vant seg­ment. For exam­ple if you had a vis­i­tor seg­ment that was in mar­ket for travel between any ori­gin and des­ti­na­tion city, they could be shown a dynamic ad con­tain­ing the ori­gin and des­ti­na­tion city. As prior, the ad cre­ative would be pro­duced using a Test&Target ad tem­plate and would be traf­ficked across the media plan and the ad would be served by the agency ad server.

Last but cer­tainly not least, the vision is not lim­ited to increas­ing the CTR on the ad. The solu­tion includes con­nect­ing the mes­sag­ing in the ad to the mes­sag­ing on the land­ing page (via a uni­fied Test&Target Expe­ri­ence) and through the fun­nel, i.e. the “long ad” to enable our adver­tis­ers to increase their con­ver­sion rates through rein­forced mes­sag­ing. Adver­tis­ers can view reports from “click to close” that allows adver­tis­ers to eval­u­ate their ad spend against the met­ric they really care about, i.e. against con­ver­sions or revenue.

For those attend­ing Omni­ture Sum­mit 2010 , you can learn more at the keynote this morn­ing. I would also sug­gest you attend a cou­ple of break­out ses­sions. The first is Opti­miz­ing Dis­play Adver­tis­ing Cam­paigns The sec­ond ses­sion is How Data and Ana­lyt­ics Are Shift­ing the Dis­play Adver­tis­ing Land­scape. Hope to see you there!

I’ll be using this blog to keep you posted on our devel­op­ments in this space. I’d also love to hear about your thoughts so feel free to com­ment here or email me directly at schaudha at adobe​.com.