Dynamic Advertising

When the goal is driving sales, whether you're a retailer or brand advertiser, the success of your campaign depends on understanding purchase intent at the individual’s level in real time combined with the ability to respond to that intent at the product level, with real time pricing.

Delivering dynamic and customised advertising requires access to real-time site content data by individual encompassing factors such as page context, behaviour, browsing, demographics and geography, and the ability to deliver personalised and/or relevant display ads by referencing site content remains an important one.

At present, Companies can offer dynamic, personalised ad units that are actually on-page apps that use real-time data to display the right products and offers to every consumer.

A major step forward in the industry is that now, instead of leveraging page context by optimising site copy alone, companies are able to load campaigns with multiple messages and deploy these to each user for maximum relevance.

So, for example: A travel booking company might use consumer location to determine the local weather, adapting its display ads accordingly (e.g. feeding in images of clouds for a rainy day), to deliver a real-time message that's appropriate (such as current ticket prices for a sunny weather destination).

Whilst the potential to deliver this exists it is the ability to manage this at scale, maintaining efficiency and achieving high performance whilst delivering profitable customer retention that is challenging most organisations wishing to deliver dynamic advertising beyond the edge.

Challenges

To find an innovative technology solution to support business growth and overcome the:

  • Inability to monitor and react to consumer activity in true real-time
  • Difficulty of  profiling targeted trends and sectors
  • Inability to instantly deliver any content to any desktop or mobile device globally
  • High costs of infrastructure
  • Difficulty of shaping content and priority for VIP and high profile customers

Solutions

Diffusion is a powerful messaging and internet communications platform, enabling companies to:

  • Predict and target content that is more likely to inspire the individual user to action
  • Seamlessly interact between audience data, creative and content, thereby creating a better experience for consumers, publishers and advertisers
  • Increase online revenue
  • Achieve faster targeting of profiled customers more efficiently
  • Reduce administration and maintenance costs
  • Realise an easier engagement with their audience