Offermatica Extends Influence To Casual Games
The San Francisco-based iWin is looking for an overhaul from ad-serving to on-the-fly landing page optimization. Buoyed by its acquisition in September by Omniture for $65 million, Offermatica is on track to snag nearly 40 new clients by the end of the year, with this newest pickup a noticeable departure from the company's typical e-commerce and lead-focused client base.
"For a media company like iWin to make this choice signals a radical change," says Matthew Roche, Offermatica CEO. "They're not just using Offermatica for landing page optimization--it's about optimization of their entire ad campaign. And people haven't really thought of Web site testing and optimization as an ad-oriented thing."
Offermatica will target and deliver the display ads iWin uses to promote its roster of downloadable games, and the Web optimization firm will also craft customized landing page experiences for site visitors. Editorial copy, game modules and even the ad creative will be tailored to the way users arrive--be it via search, display or other sources, and Offermatica will provide campaign performance metrics like conversions and traffic drivers.
"Our customer acquisition strategy includes paid and natural search, display, e-mail and affiliate marketing, and depending on where they come from, they'll be further along the purchase funnel," says Matt Hull, iWin vice president of marketing. "Without a great tool to analyze that activity, it's easy to come to the wrong conclusions, so initially we'd just been looking for multi-variant testing."
Hull says that they got such positive results from their trials with Offermatica that iWin decided to "embrace their solution more fully. It gives us the ability to segment customers, channels and behaviors, and ties in a slew of variations on the page itself."
According to Roche, Offermatica helps other media and entertainment publishers (like CNET's GameSpot) compete in the insanely crowded market by optimizing the ads and on-site content for each visitor, getting them to "come back that day, the next day and stay there longer."
Roche says that the company's services eliminate "anticipointment," or the idea that sites sometimes draw users in with creative, thought-provoking PPC or display ads, and then let them down with an "awful landing page, call-to-action or just plain bland design."