Unique capability utilizes contextual data to deliver relevant, personalized online experiences, increasing site and media effectiveness
NEW YORK – Online targeting platform leader [x+1], www.xplusone.com, announced the availability of Media-Aware Home Pages, a new solution that connects display media experiences with personalized website messaging by going beyond clicks to leverage user interactions across the entire Internet. The launch follows a three-month joint development beta period with a consumer subscription services client.
Media-Aware Home Pages know what online media consumers have been exposed to even if they didn’t click on a display ad. It then uses this information to empower marketers to provide more relevant and consistent website messages to improve campaign engagement and performance. With a focus on quality at scale, Media-Aware Home Pages don’t retarget publisher audiences.
“This solution distinguishes [x+1] from ad technology providers who require clicks in order to capture and leverage customer experience data,” said Toby Korner, Vice President of Client Solutions for [x+1]. “With click-through rates (CTR) for online ads averaging only about 0.2% to 0.3%, this process is very limited in reach. Media-Aware Home Pages open up vast new opportunities for marketers to tailor messages to audiences they couldn’t before, going beyond the click to deliver greater content and message relevance and results.”
Media-Aware Home Pages work with [x+1]’s Media+1 and Site+1 products, and are fully integrated with Origin, [x+1]’s Digital Marketing Hub. Benefits include:
- The integration of display ads with website content personalization for a consistent consumer experience
- Better-performing websites
- More insight and understanding of online behavior
For example, a man visits a sports-themed website and is exposed to a company’s ad. Later, if he searches for the company or its product, or visits the company’s site, the Media-Aware Home Page creates a consistent site experience specifically geared to him and his interest in sports – even though he never clicked on an ad.
“The more personalized someone’s online experience and interaction with a brand, the more likely they’ll be to take a desired action – a registration, a purchase,” said Korner.
Using a tracking pixel, Media-Aware Home Pages record who was served which ad and where. When a user later visits a company’s activated Media-Aware Home Page, either through search or typing in a URL, [x+1]’s patented Predictive Optimization Engine (POE) leverages sophisticated mathematical models to determine the optimal messaging for the webpage based on the user’s previous site and ad exposure.
The process happens automatically and in milliseconds, eliminating any manual creation of landing pages by the marketer.