mOne Adds In-House Optimization
The WPP interactive media unit eschews outside ad-management products to build a creative optimization tool of its own.
The WPP interactive media unit eschews outside ad-management products to build a creative optimization tool of its own.
WPP’s mOne Worldwide developed an online creative optimization tool, and is rolling it out across its clients’ campaigns. The technology is aimed at helping mOne improve the performance of clients’ direct response-oriented online ads.
The in-house tool, called mEuclid, measures click-throughs, using that data to automatically adjust message rotation to favor the most effective executions. mEuclid allows for optimization by individual banner, an assortment of banners, or creative message. How long it takes depends on the number of executions and the initial response rate.
“This technology lets us quickly enhance response up to 30 percent and share that learning with creative teams for the betterment of subsequent campaigns,” said Gerard Broussard, senior partner and director of media analytics at mOne.
Similar products are offered by DoubleClick, aQuantive’s Atlas, and Poindexter Systems. mOne previously used an optimization product from Paramark. Broussard said the in-house product allows it to save money for its clients.
mOne is the interactive and direct division of WPP’s media unit, Group M. It was launched in 2003 through the merger of interactive media departments at OgilvyOne and MindShare. Clients include American Express, Nextel, and Novartis.
More about:
Lucy helps organizations leverage knowledge for in... View Tech Talk
TVSquared is the global leader in cross-platform T... View Tech Talk
Grata is a B2B search engine for discovering small... View Tech Talk
Streaming has become a staple of US media-viewing ... Download Now
Data is the lifeblood of so many companies today. ... Download Now
This report documents the findings of a Fireside c... Download Now
Customers decide fast, influenced by only 2.5 touc... Download Now
Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...
View resourceData is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...
View resourceThis report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...
View resourceCustomers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceMarketers today need to thoughtfully select visuals that align with their content, boost SEO performance and drive ROI Read More...
View articleHow the sunglasses giant created subconscious brand recall value with music festival-goers through the power of strategic partnerships and experientia...
View articleIn life, as much as on LinkedIn (or Facebook, Twitter, etc.) people and brands who blabber on about themselves become annoying and best avoided, soone...
View articleBuilding trust in your brand is hard enough. Now take a situation where your audience is so cynical of your product offering some of them even call fo...
View articleThere is room for better lead capturing as ABM evolves in a cookieless world Read More...
View articleTop-of-mind action points that will be valuable to challenger brand marketing for the rest of 2021 and 2022 Read More...
View articleOmnichannel marketing presents an opportunity to marketers but requires better use of data Read More...
View articleThe dark horse your business needs to outperform competition and win at search Read More...
View article