OneSpot Announces Breakthrough Content Sequencing Engine Tailoring Programmatic Advertising Exclusively for Content Marketing
New addition to platform automates placement of content according to distinct customer journey stages
AUSTIN, Texas – OneSpot, the content advertising company that marries content marketing with the power, data intelligence, and infrastructure of online advertising, announced it is adding a Content Sequencing Engine as part of the OneSpot platform.
The new technology gives OneSpot customers the ability to use large portfolios of content to enable multi-stage brand storytelling. Building upon OneSpot’s existing targeting and distribution capabilities, the new engine intelligently sequences content placements according to stages in the customer journey.
The Content Sequencing Engine applies the scale and precision of real-time bidding and programmatic ad technology to the specific needs of content marketing. By analyzing and organizing content according to different stages of the customer journey, OneSpot delivers the right content to the right audience, at the most opportune time.
OneSpot helps brands use their content to drive business outcomes such as engagement, product consideration and leads for Fortune 2,000 brands. The company enables brands to turn their content into online “Spots” (using universal online ad standards) with one click, after which OneSpot’s proprietary targeting and distribution technology presents content based on behavioral and engagement data.
A challenge for digital marketers is to map when to serve a piece of content based on where a potential or current customer is in their purchase process. For example, a financial services firm could place early stage, educational content, such as a Retirement 101 video, in front of a consumer starting to research retirement planning. Once they’ve engaged with that content, they could then be remarketed with a downloadable guide provided by the financial services firm.
“OneSpot’s solution plays a vital role in developing the audience for our content marketing efforts,” said Nate Schipper, manager of marketing communications planning for Allstream. “With its new Content Sequencing Engine, OneSpot has significantly improved our content’s performance and traffic quality.”
The Content Sequencing Engine brings the following features and benefits to marketers:
- Enables OneSpot customers to specify “waypoints,” defining distinct milestones throughout the customer journey – enabling OneSpot’s real-time bidding technology to be optimized for progression through those milestones
- Handles and optimizes hundreds of pieces of content-driven ad creative appropriate for different stages in the customer journey
- Analyzes, predictively models and bids on thousands of online impression auctions per second
- Can utilize pre-existing online ad creative (created outside of OneSpot) more appropriate for later stages in the customer journey
“Targeting content across the web is a challenge for any brand to do at scale; accomplishing that scale with meaningful precision is even more difficult. Online users have different content and information needs at different stages in their respective customer journeys,” said OneSpot CEO, Steve Sachs. “Brands have embraced the power of content marketing, and are moving a significant amount of advertising dollars into programmatic buying. With our new Content Sequencing Engine, we are purposefully and seamlessly fusing those two game changing marketing concepts together in a way that drives greater impact for marketers and a better online experience for consumers.”
OneSpot’s new Content Sequencing Engine is currently in beta testing with existing customers, and general availability for new customers is scheduled for Q4. To learn more about OneSpot, visit: http://www.onespot.com
OneSpot marries content marketing with the power, data intelligence, and infrastructure of online advertising. The OneSpot platform automatically turns owned and earned content into native-like advertising and applies proprietary technology for retargeting, real-time bidding and machine learning to drive business outcomes. Leading B2C and B2B brands use OneSpot to transform their owned media investments and earned media wins into high performance marketing assets. Privately funded and based in Austin, Texas, OneSpot is an AlwaysOn Global 250 Winner and a member of the Interactive Advertising Bureau (IAB).