[x+1] + Reach & Frequency: Unveils System For Capping Ad Exposure

WebsiteFunnel

The number of times a consumer sees an ad before making a purchase can determine the sale. On Tuesday, [x+1] will release an analytics tool to help marketers optimize media plans and move consumers through the purchase funnel based on this strategy. The product becomes available Sept. 30.

Funnel R/F manages the impact of each piece in the media plan, based on the ad's ability to move consumers to the next stage in the buying process.

The Funnel R/F module employs advanced analytics to identify a campaign's Optimal Frequency Range, boosting the number of ads served up as needed. It monitors and manages display and search throughout each funnel stage.

Identifying wasted ad impressions, along with weak performers in a media plan, should enable marketers to gain better return on investments -- but it also puts a strain on marketers to trust in technology. They need to learn more about what technology can and cannot do.

The new Funnel R/F module integrates into [x+1] Origin, the company's Digital Marketing Hub. While it highlights brand attribution practices, it does not assign a score to a sale for a specific click. That becomes the next step, according to John Nardone, [x+1] chairman and CEO.

Digital Marketing Hub enables the module to boost the amount of automatically targeted ads through real-time bidding. [x+1] will add attribution management "in a few weeks," Nardone says.

For now, [x+1] Origin delivers ads through the demand-side platform. The module links together and uses the infrastructure to pull the data from ads delivered through other parties into the same analytics structure and framework.

Here's how it works: Funnel RF performs audience optimization to reach more targeted audiences. Internet data is evaluated and purchased through [x+1] Origin. Dynamic landing pages content is presented based on search clicks, media exposure and audience data. Consolidated remarketing is optimized based on frequency to minimize waste. Then attribution modeling provides clarity to enhance investment results.

[x+1] has two unnamed clients using the platform: one in online gaming; and the other, insurance. "Both show more than 20% improvements or opportunity for improvements," Nardone says. "The smaller, more nimble company has already begun to realize the gains." How long does it take to see improvements? After recognizing the frequency response curves, Nardone says -- which means knowing the correct number of times a consumer must see an ad before making a purchase.

While advertisers know that multiple exposure to ads may be needed to gain a response, there comes a point when it becomes counterproductive. The module hopes to identify these flaws in campaigns.

1 comment about "[x+1] + Reach & Frequency: Unveils System For Capping Ad Exposure".
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  1. Sarah Prater from LIQWID, September 14, 2011 at 9:52 a.m.

    It's great to see more online companies furthering the reach and frequency discussion for online marketing. The more we can make marketers aware of our new abilities to deliver these metrics the better we can deliver effective campaigns: http://www.liqwid.com/delivery/.

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