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.

2 comments
Relevance Police
Relevance Police

In order to make ads personalized, you need a display side ad server which this is not. This solution assumes that someone builds a creative in Flash or in HTML and injects it into the advertiser side ad server. Decisions are made by the "ad creative" calling the Test & Target server? This will kill the ad in terms of poor latency and performance. The Flash/HTML creative - not being an ad server cannot get any data passed into it without jumping through hoops. Sorry, this is not a real solution. As an agency professional on these issues - let me tell you, you have a lot of work to do. I was excited initially that you might have something here, but this appears to be nothing at all that matters in the display world.

Siddharth Chaudhary
Siddharth Chaudhary

Hi there, Yes, decisions are made by the ad server calling the Test&Target server, in real time. Latency and performance are not an issue. Keep in mind that Test&Target has a very efficient worldwide content delivery network that serves billions of impressions a month on the home pages of some of the most trafficked sites in the world. Interesting to hear your perspective on data flow. With Test&Trget, data capture is a marketer friendly activity. I'd love to show you a demo sometime that specifically shows you that piece. Additionally, given that the Test&Target platform can sync the ad creative with the site side creative, while allowing the marketer complete control, we believe we have a strong differentiator when compared with solutions such as Teracent or Tumri where optimization is limited to ad clicks. But don't take my word for it. Come to the Omniture Summit 2011. I'll be doing a session with an direct response Advertiser that drove 600% ROAS from the solution. If you cannot make it to Summit, do send me an email (schaudha@adobe.com) and I'll be happy to show you a live demo and case studies that will serve as ample proof. Thanks!