Such a simple idea, but such a long time coming. Tribal Fusion is one of the many ad networks exploring personalization of banner ads, in which the ads take on "widget" capabilities for the user to input and manage data. These types of banner ads allow customization of the message to the target audience or geography, so, say, a home shopper reading a real estate site in San Francisco seems a very different pitch than the reader in Indianapolis.
Tribal Fusion claims this personalization + widgetization increases conversion rates by up to 80%. Marketers should watch this trend, as five aspects of online marketing are converging:
1. keyword search (responding to search inquiries)
2. banner widgets (ads with software-like capabilities including product selection, credit card input and checkout)
3. dynamic ads (with variable creative or copy usually personalized to the viewer profile)
4. behavioral targeting (showing ads only to users who fit specific profiles)
5. ad networks (showing ads across hundreds or thousands of sites, rather than single sites, targeting user profiles and not content)
Finally, the stars of online targeting and creative are in alignment.
1 comments:
Ben
We have been doing this for almost 3 years and a lot better than Tribal Fusion. Instead of optimaization of the content we allow the user to search for the content making it truly a one-to-one experience.( what a novel idea ) In fact we are about to receive our patent as it has been patent-pending since 2005. Our dynamic ads are called Search&Display and have been achieving unprecedented responses and click thrus for our New York client Terra Holdings on the New York Times for almost 2 years. Take a look and try it..
http://www.nytimes.com/pages/great-homes-and-destinations/index.html
It is the BIG AD for either HALSTEAD or Brown Harris Stevens and we also have a proprietary back end reporting, so we know exactly what users are looking for in real time and their search criteria. It is the ulimate Behavioural Tracking Tool without invading privacy.
John Marshall
President & CEO
Inoventiv Canada Corp
john@inoventiv.com
905 921 5147
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