Posts Tagged: Dell

IMPROVING ROI FOR DELL

Campaign: Improving ROI through instant retargeting for Dell

Advertiser: Dell with Mediacom

Campaign Info: Dell wanted to leverage Mediaplex’s market leading retargeting technology which can instantly establish and retarget micro-segments set by a combination of paid media interactions and direct visits to categorised content pages.

Results: Mediaplex devised a creative technology solution to enable unlimited creative versioning. Success came was achieved by removing the necessity for the agency to produce fresh creative. This was done by piping creative into pre generated banner ads already live on publisher sites, automating creative production.

Client quote: “We’ve all come across technologies to tag advertiser pages and follow these prospects around the web – what Mediaplex can do here is way beyond what you might imagine. We are retargeting display creative and deeplinks on a customer-centric basis according to business logic, responding to the interactions a browser makes with the paid media, across all digital channels, combined with every interaction a browser makes on Dell
content pages and transaction pages.

The significant step here is the ability to derive meaningful micro-segments from fact data in a profile database and respond to it instantly with creative which is pre-generated to the same granularity as the micro-segment. Sounds complex, it is but the client service team have deep experience across digital and execution is flawless. The funny thing is that Mediaplex offer this unique capability and call it standard adserving! It’s not really
adserving as you know it.”

Justin Barton
Mediacom, Associate Director EMEA

Click on the picture below for further information:

Improving ROI for Dell

MEDIAPLEX AND DELL

We’ve been talking about customisation for a while now, hammering home the fact that if you’re an advertiser and you’re paying for technology, you should be able to tweak this technology to suit your objectives. There’s nothing wrong with one-stop-shop vanilla technology, it can work for some people, but if you’re investing in technology then you could have so much more.

The dream in advertising is to only target a specific group of people who you know are interested in your brand, and to target them with individual adverts that are relevant to that specific consumer. This niche targeting would mean better ROI; bolster this with a brand awareness campaign and some stellar creative and you have a stellar marketing programme. It’s the finding and targeting of individuals which is difficult – which is why you need Mediaplex (you’re on the Mediaplex blog so of course you need Meidaplex).

Here’s an example of what we did for Dell; we build an entire platform for them to help secure objectives and deliver results that a full time team of six people couldn’t come anywhere near.

Click the image below to find out more:

Or follow this link: Mediaplex and Dell Case Study

ONE SIZE FITS NONE

If you want cheap adserving, that’s exactly what you’re going to get! Pile it high sell it cheap adserving. Vanilla adserving technology that does what it says on the tin, yes, but not a lot more than that. For small advertisers this is not a problem. For larger advertisers who make a lot of money from improving return on ad spend by 5% it is a disturbing problem, a keeping you up at night problem. Digital budget owners have a fairly good idea about what they would do to make incremental return on their ad spends but they can’t always act on this because their adserver isn’t flexible enough. Often budget owners know what questions they need answered but they can’t get those answers because their adserver isn’t flexible enough. Often they can’t even get doable projects off the ground because neither their agency or their adserving provider has the skills or experience needed to apply the technology to meet the marketing objectives.

If this is all too familiar to you and you thought that there was no alternative then you must watch this short video of advertisers like Dell and Betfair and learn about their experiences, good experiences!