mOne Adds In-House Optimization
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.
