Alternative marketing thinking

iCONTRACT

What Gets Clicked

Do the colour, font, image and message of the ad induce online visitors to click ads? A new bunch of companies are trying to find out just this. They are creating hundreds of versions of clients’ online ads, changing these basic elements to see what combination draws clicks on a particular site or from a specific audience. Two companies, Adisn and Tumri are trying to find out, for example, if an ad for a baby supply store is more popular with young mothers when it features a bottle instead of diapers. They have the technology to assemble ads on the fly and have them come up when people are searching. For example for their work on cleaning brand Simple Green, if it’s a woman looking at a kitchen with a stainless steel refrigerator, they can show a stainless steel product. While a basic use of the concept could help identify which version of the ad works best, what advertisers are finding is that the appropriate ad is not static, and changes all the time as content on the page changes. Read more in Ny Times. Also in Wired Magazine, Online advertising. Survival of the fittest. If you are still reading this story, you may want to check out Yahoo Smart Ads.

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