Wednesday, December 24, 2014
Tuesday, October 7, 2014
Wednesday, September 17, 2014
Tuesday, September 16, 2014
Optimization depending on Business Model
Every time an ad is
shown by the Ad Network, it generates a request to GroovinAds
Decisions Engine. GroovinAds uses complex probability and statistics
equations to choose the offers and or designs that will be show,
identifying each user. The engine determines if the user has been to Advertiser
site in the past (Re-Targeting Segment) or not (Prospecting Segment), and
optimizes those segments according to:
1.
Re-Targeting Segment: GroovinAds will show an offer according to the users' interests,
in combination with Advertiser's business model and internal rules.
2.
Prospecting Segment: GroovinAds analyzes the user's location, the host on which the ad
is printed, the context and semantics of the page, how many times the user has
viewed the banner, trends of time and day, offer performance, etc., and shows
the offer most likely to generate clicks and conversions depending on the
Advertisers business model.
The CTR and
conversions increase as the engine collects data, since the learning is dynamic
and will adjust to behavior of the users who view and click on the banners,
presenting a learning curve.
Each Advertiser
has different rules that help optimize their display campaigns. In
addition to specific internal rules, there are also general rules that depend
on the Advertiser's Business Model.
The optimization of
flight offers is not the same as the optimization of lodging offers. Or, the
optimization of car campaigns is not the same as appliances campaigns. Each
business has general rules that improve their performance, that would not be
useful to a different business.
Inside GroovinAds
Platform the Advertiser integrates their offers feed and, for every feed
they add, they must choose a Business Model. This will:
•
Determine the fields that suit the Advertisers' offers.
•
Determine the dynamic information that can be displayed in
the ads for each offer (landing page, image, title, price, description, country
where it will run, etc)
•
Define the best segmentation criteria for the campaign, that
will be taken into account by GroovinAds decision engine.
Some segmentation parameters differ according to the Business Models. For the Prospecting Segment, some examples are:
These rules combine with the other segmentation criteria in the equations that GroovinAds Decisions Engine uses, resulting in the best set of products that will be shown in each banner impression, to maximize clicks and conversions.
It is a huge step to
be able to use technology to optimize segments that previously needed a lot of
manual work and arbitrary decisions, that not always went hand in hand with the
users' preferences. This technology achieves a remarkable performance boost!
Monday, September 8, 2014
Rich Media Dynamic Creative Optimization (DCO) available for all type of devices
GroovinAds
and Spark Flow announce
the integration of their platforms to provide a powerful solution
that combines the best of both technologies in an effective and
simple way.
DCO + Rich Media
September
8 2014, BUENOS AIRES, ARGENTINA.
GroovinAds and Spark Flow, two technology companies applied to
digital marketing, leaders in Latin America, have integrated their
respective products to deliver the first multi-screen rich media
creative optimization solution for the region. Aligned in the vision
of enriching and simplifying online advertising through technology,
the result is high impact interactive experiences that are
intelligently customized in real time for each user.
"We
are very excited about this integration, we consider it a highly
innovative and industry disruptive contribution, not only for its
functionality but also for its ease of use",
said Sebastian Miret, Product Manager and Co-Founder of Spark Flow.
"Getting the right message and
showing it in the best way possible, regardless of the user's device,
remains the biggest challenge for advertisers and agencies. This
product makes it feasible and does it very well."
GroovinAds
technology allows, starting from the the advertiser's products feed,
to optimize offers in real time considering user-specific
information, re-targeting, context, geolocation and dozens of
variables ranging from product category to the time of day and day of
the week. Spark Flow, through its Studio tool, facilitates the
creation of interactive ads HTML5 that work in all types of operating
system and browser, in web and social networks and within apps.
Formats ranging from layers and expendables, to full screen
experiences for smartphones, tablets and desktop and can also be used
in programmatic buying.
"Every
day we are amazed further and further with how technology integrates
with creativity, to allow for things that were impossible dreams
before",
says Jose Minich, CTO and Co-Founder of GroovinAds.
"Optimizing the offers that are displayed to users in real time,
already seemed a giant leap. But to be able now to integrate this
optimization to Rich Media creatives, catapults us into a completely
new and exciting era, where there are no limits to what you want to
do."
Unifying
the creation of compelling ads that are optimized in real time across
all screen types, generating thousands of variants in a friendly and
fast solution, raises a whole new universe of possibilities for the
digital marketing ecosystem.
About GroovinAds
A team with over 10 years of experience doing
e-marketing and developing business systems for the Internet in Latin
America. They have a technology that combines a decision engine, a
platform for creating ads and an ad server, which provides
advertisers and agencies the ability to implement smart display
campaigns on any network.
For more information, visit
http://www.groovinads.com
or @groovinads on Twitter.
About Spark Flow
Founded by a team of veterans in technology
applied to digital advertising, Spark Flow is the first Latin
American company to offer multi-screen rich media experiences. Spark
Flow Studio is a powerful and easy to use tool to create highly
attractive interactive ads , being able to be consistently
distributed across all devices and platforms. Ensures functionality
without errors and the best possible user experience, regardless of
the traffic source.
For more information, visit
http://www.sparkflow.net
or @sparkflownet on Twitter.
Tuesday, September 2, 2014
Tuesday, August 26, 2014
Example Frávega
Retail Optimization Example Argentina along with Bután Agency
Intelligent
banners were created for fravega.com, that, in every impression, show the best
set of offers to each user, maximizing clicks and conversions.
The Bután agency developed different strategies and arrangements of elements for different segments of traffic. In each impression the agreed design is shown, according to the segment:
·(retargeting) Users who have already shown interest in a product or
segment of Frávega's stock.
·(prospecting) Users who have not demonstrated their interests within
Fravega.
GroovinAds
was used as a technological tool to:
·
Integrate Frávega's offers feed, which is updated regularly and
automatically, managing to synchronize all the offers and their information
(image, title, price, landing page of the offer, and other information of
segmentation) with Fravega's the website information.
·
Create design templates with the graphic elements provided by the
agency.
·
Create the banners' tags.
·
In each impression, differentiate segments, choose for each segment the
offer disposition and the message to be transmitted, and optimize the product
selection.
It seemed
important to show how the advertising agency takes advantage of technology to
reduce operational load, then focusing on creativity and their advertising
guidelines strategy, using new tools, which do not compete with their
interests, but complement a technological need. Thus succeed in widening the
horizon, and the options they can offer to their customers within their display
guidelines.
With GroovinAds
handling retargeting matrices, optimization, management and distribution of ads
becomes a simple task.
You can
create tags for almost any Network. The tag is already compliant and is
obtained in a few minutes for the main Ad Servers.
For
example, a tag created for Google has the following format:
<!-- Begin: GroovinAds | gdn |
300x250 js -->
<script
type="text/javascript">
var grv_IdAds="4573";
var grv_width="300";
var grv_height="250";
var grv_IdAffiliate="";
var
grv_pidu="%%GOOGLE_GID%%";
var
OSClickTracker="%%CLICK_URL_UNESC%%";
</script>
<script
type="text/javascript"
src="https://ads01.groovinads.com/grv/groovinadsssl.os"></script>
<!-- End: GroovinAds | gdn |
300x250 js -->
These
tags are easily obtained within the platform, and the agency inserts ads to
different campaigns and Networks.
This
technology facilitates the operational task for Frávega and the Agency,
allowing them to focus on their creative work, because:
·
You only need 1 tag per format and network.
·
The tags are easily obtained from the interface for the list of
available networks.
·
There is no need to deal with 40 different clicktrackers specifications,
etc, which are embedded in the swf.
·
Any change in feed, design tracking does not alter the tags, avoiding a
constant upload of new tags to the campaigns.
·
GroovinAds artificial intelligence segments users, and select the offers
and designs shown in the ads in every every impression, simplifying the
campaigns configuration.
The
campaigns results increase thanks to GroovinAds decision engine, which uses
powerful segmentation methods and continuous performance learning.
In
GroovinAds we believe that bringing technology to agencies and clients we
achieve the adoption of such tools, enabling greater effectiveness in both the
operative and the performance aspects of publicity guidelines.
Here the
possibilities of creativity go hand in hand with technology, enabling creatives
to incorporate previously unthinkable and impossible to carry out variables
with traditional tools. In this new world of creative optimized everything is
coming and we are witnessing a good beginning.
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