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 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.

Friday, August 22, 2014

Example Despegar


For Despegar, we created banners that can show, for the same banner, a flight offer, a hotel offer, or a car rental offer, every time they are shown: 

Whenever an Ad Network shows the banner, it generates a request to GroovinAds decisions engine.

GroovinAds identifies the user and determines, in first place if the user has been to Despegar's webpage in the past (Re-Targeting Segment) or not (Open Segment), and displays an offer that will maximize clicks and conversions:

1  For users in the Re-Targeting Segment, GroovinAds will show an offer according to their interests, in combination with Despegar's internal rules.

 For users in the Open 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.