Collective Media Works with DoubleClick Seeking to Optimize Rich Media Campaign Performance Beyond the Click
Optimization Not Just for Direct Marketers Anymore
NEW YORK, Oct. 9, 2007 — Collective Media, a leading online advertising network, today announced that it successfully leveraged DoubleClick’s DART(R) Adapt automated optimization solution to deliver campaign optimization beyond standard direct marketing metrics. Collective engaged DoubleClick Inc., the premier provider of digital marketing technology and services, seeking to optimize a DoubleClick Rich Media campaign for a leading consumer products client.
DoubleClick’s DART Adapt solution uses a sophisticated algorithm to match ads to the users most likely to respond. By leveraging DART Adapt, Collective Media was able to automatically optimize the Rich Media ad interaction rate of the campaign, resulting in an 87% lift in consumer interactions over a single quarter.
“We’ve worked with Collective on a number of advertising initiatives for our clients, and in each case, DART Adapt has provided significant lift in a variety of key metrics, including interaction-rate,” says Sara Hall, OMD San Francisco. “It’s great to see how optimization tools can make sense for brand advertising, not only direct marketing.”
“Collective and DoubleClick worked together to customize DART Adapt to capitalize on the unique audience and inventory characteristics of the Collective Network,” said Joe Apprendi, chief executive officer of Collective Media. “In addition to the work we did for this particular client, the lift we’ve seen using DART Adapt has been measurable and actionable, giving our customers greater insight on campaign performance beyond click and conversion rates, including the audience engagement metrics that matters most to our brand advertisers.”
Since implementing DoubleClick’s automatic optimization tool, Collective Media has delivered significant lift in all key return on investment (ROI) metrics: click-rate, conversion-rate (post-impression and post-click) and interaction-rate for its advertisers. “In the most recent quarter, DART Adapt drove an average click-through lift of more than 30% with many advertisers experiencing a lift greater than 100%.”
“When we launched DART Adapt a year ago we wanted to enable publishers to improve campaign performance while generating more revenue from their ad inventory,” said Brad Bender, vice president of optimization solutions for DoubleClick. “This particular implementation demonstrates DART Adapt’s flexibility in optimizing against a variety of user actions, enabling clients to partner with advertisers to help drive ROI based on specific campaign objectives.”
About Collective Media
Collective Media is a leading online advertising network specializing in audience targeting and optimization solutions to increase relevancy and yield for both publishers and advertisers, reaching 120 million unique users monthly. Collective is comprised exclusively of high quality, brand-name publishers offering the largest network of online news sites in addition to a wide selection of entertainment, sports and health sites. Collective’s innovative approach enables both brand and direct marketers to achieve superior results through sophisticated audience targeting technology, including context, behavior, geographic and re-targeting. Founded in 2005, Collective Media is headquartered in New York City with offices in Los Angeles, San Francisco, Dallas, Chicago and Detroit. Learn more at http://www.collective-media.com.
About DoubleClick Inc.
DoubleClick is a provider of digital marketing technology and services. The world’s top marketers, publishers and agencies utilize DoubleClick’s expertise in ad serving, rich media, video, search and affiliate marketing to help them make the most of the digital medium. From its position at the nerve center of digital marketing, DoubleClick provides superior insights and insider knowledge to its customers. Headquartered in New York, and with 17 offices and development hubs and 14 data centers worldwide, the company employs more than 1300 people and delivers billions of digital communications every day. Learn more at http://www.doubleclick.com.
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Category: Ad & Media Strategies, Ad Metrics, Ad Operations, Ad Products, Ad Serving, Ad Targeting, Ads by Creative, DoubleClick DFP, Google, Online Advertising Challenges, Rich Media Ads, ROI Measurement
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