News

Partnership enables real-time retail ad campaign manipulation

April 18, 2010

Online targeting platform provider [x+1] announced in a press release that it has partnered with KN Dimestore, provider of online ad effectiveness measurement solutions, to create a tool that allows marketers to enhance online ad campaign performance by adjusting offers and media on the fly based on real-time consumer feedback.

The joint solution lets marketers gauge consumer attitudes like purchase intent, brand or product recognition and message recall through KN Dimestore’s technology that presents consumers with a brief survey within the context of online ad serving. Based on this immediate feedback, they can instantly change ad elements (message content, offer or creative) to improve campaign effectiveness and boost conversion rates. [x+1] is the first online targeting platform provider with this capability from KN Dimestore, according to the release.

The solution also provides a new dimension for CPG companies, allowing them to tailor branding campaigns to match a consumer’s place in the purchase funnel.

“Until now, marketers have not been able to leverage consumer research results fast enough to produce an immediate impact on the effectiveness of their online campaigns,” said Leon Zemel, executive vice president of optimization at [x+1]. “By combining KN Dimestore’s powerful survey analysis technology with [x+1]’s leading optimization platform, we’ve given them a way to turn real-time consumer feedback, augmented by a wealth of other consumer data, into a real competitive advantage that moves the sales needle.”

Leveraging the power of CPG Connect, [x+1]’s digital optimization platform powered by SymphonyIRI Group, CPG marketers can now tie brand awareness and offer relevance, as determined by KN Dimestore surveys, directly to sales. Combining SymphonyIRI Group’s consumer insights, KN Dimestore survey responses and other data sources (demographic, IP, intent, social graph, etc.), marketers can create laser-focused audience segments of those most likely to buy. Consumers in those groups can then be served highly relevant ads, quickly moving them along the purchase cycle.

“KN Dimestore is pleased to join with [x+1] to offer a solution that for the first time allows marketers to tap into buyer sentiment in real time and respond with ads or offers that are highly relevant based on that feedback,” said Florian Kahlert, senior vice president of KN Dimestore. “As optimization based on response data leads to continual message and ad delivery refinement, measurable campaign gains will be the natural result.”