SPOT® Predictive Algorithm Expanded Beyond Search to Optimize Display Advertising Bidding and Budgets across All Display Inventory
NEW YORK – IgnitionOne, a global leader in cloud-based digital marketing technology, announced the industry’s first predictive optimization tool for programmatic display advertising. The SPOT Predictive Optimization tool is an update to IgnitionOne’s Digital Marketing Suite (DMS).
IgnitionOne is the first to offer this predictive optimization capability for display advertising. SPOT not only gives marketers the unique ability of forecasting how their campaigns will perform relative to varying budgets, it also automatically optimizes bids at an individual user-level to drive the most conversions at the lowest ad spend.
Initial test results proved extremely promising as SPOT was revealed to deliver conversions at over 30% less cost when compared to non-SPOT optimized display campaigns. In addition, SPOT drove a 16% increase in conversions within the first 24 hours of impression delivery and a 167% increase in click-based conversions overall.
“Delivering the right message to the right person in the most efficient way helps us connect travelers to clean, comfortable rooms at the most cost-effective price,” said Lance Miceli, Chief Marketing Officer of Motel 6, the national lodging chain and SPOT beta partner. “SPOT’s predictive optimization capability has the potential to be a game changer for our display advertising, especially when it comes to budgeting and how we allocate media buys.”
- Maximize conversions and returns by predicting and optimizing bids based on selected budget levels
- Forecast the number of impressions, clicks, conversions, and CPM on display campaigns
- Optimize bids by leveraging proprietary audience scoring to target the most valuable users for the highest number of conversions
- Pinpoint the optimal budget for maximum conversions and spend efficiency with the conversion prediction curve
- Output prediction metrics based on custom budget amounts with the budget simulator
“We were first to offer Predictive Portfolio Optimization for search advertising with SPOT almost ten years ago and we are excited to again be first to market with this technology within the exploding programmatic display space,” said Will Margiloff, CEO of IgnitionOne. “SPOT helps marketers deliver the right message to the right users at the right time – automatically and at the most efficient cost.”
IgnitionOne’s Digital Marketing Suite (DMS) helps marketers centralize, manage and optimize digital media, understand cross-channel attribution while helping to optimize the user experience and conversions on a marketer’s website through Marketing Automation. The DMS leverages user-level data, such as the Engagement Score, across all solutions, which allows for advanced media optimization tools such as SPOT.
IgnitionOne® is a global leader in cloud-based digital marketing technology providing a world-class proprietary platform and expert services to improve digital marketing performance. IgnitionOne’s integrated Digital Marketing SuiteSM (DMS) empowers marketers to centralize, manage and optimize digital media across Search, Display, Social and Mobile, and understand cross-channel attribution, while helping to optimize conversions on a marketer’s website through Marketing Automation. At the core of the DMS is the proprietary Engagement Scoring Algorithm which determines the value of a user in order to automate the delivery of the right message, at the right time, at the right cost, to a marketer’s users on and off their website.
IgnitionOne currently scores over 300 million users monthly in 55 countries and powers more than $30 billion in revenue each year for leading brands, including General Motors, DIRECTV, Ann Taylor, La Quinta, Travel Guard and Fiat, as well as advertising agencies such as 360i, GroupM and iProspect.