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Ogury acquires Motionly to power dynamic creative optimization campaigns

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dynamic creative optimization for mobile ads


dynamic creative optimization for mobile ads

Today, mobile advertising platform Ogury announced the acquisition of Motionly, an SaaS solution that designs and deploys interactive rich media animations in-app and in-web. This new technology will add to Ogury’s creative studio, allowing marketers to deliver personalized optimized ads.

What it does. Ogury’s creative builder will enable marketers to create, publish and measure new kinds of ad units on mobile and the web. Using this technology, animated ads are updated according to the context of the website or app in which the ad appears. Creative can then be optimized like it was for this pandemic messaging effort.

Ogury has a client base of 1,200 brands, and has over 450 employees in 14 countries.

Why we care. For a long time, the bar has been raised for personalized and contextual digital ads, especially on mobile, when users are out in the world, responding to different weather conditions and other factors that make one-size-fits-all ads ineffective.

Dynamic creative optimization (DCO) helps scale the personalized experience by introducing many interchangeable elements into the ad design. Some AI optimization responds to ad responses mid-flight so that the campaign optimizes on-the-fly automatically according to factors that weren’t known before the campaign was launched.

Read next: How DCO works in CTV campaigns.

Demand for DCO. “Unlike users of more traditional media, online users are used to seeing content that is personalized to their behavior,” said Ogury CEO Thomas Pasquet. “It follows that the same is true when it comes to their advertising experience.”

He added, “The capabilities today to personalize an advertising message are huge and dynamic creative optimization is the key to capitalizing on them.”

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Less intrusive. Personalization treads on a sensitive area when it comes to customer privacy. Marketers have to pick and choose what elements in an ad are data-driven to avoid the creepy factor.

“As the industry moves away from intrusive personalized targeting based on personal data, it will become ever more crucial for advertisers to offer users ad experiences that are tailored to their context and environment, so they continue to engage and the brand remains memorable,” said Pasquet.

Scaling personalization with DCO. Timezone is a good data point to use for optimizing ads. It provides some context for the ad’s audience without being too intrusive.

Pasquet offered the example of a luxury watch company using DCO.

“A mobile user in Paris would see the dial on the watch match the local time in Paris, with the Eiffel Tower in the background,” he explained. “Meanwhile a user based in London would see Big Ben as a background, and someone in New York would see an ad set in front of the Empire State Building, all in their own local time zones.”


About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

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Old Navy to drop NFTs in July 4th promo update

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Old Navy to drop NFTs in July 4th promo update

Old Navy will update its yearly Fourth of July promotions by saluting the metaverse with an NFT drop, going live June 29.

In honor of the year they were founded, the retailer will release 1,994 common NFTs, each selling for $0.94. The NFTs will feature the iconic Magic the Dog and t include a promo code for customers to claim an Old Navy t-shirt at Old Navy locations or online.

“This launch is Old Navy’s first activation in web3 or with NFTs,” an Old Navy spokesperson told MarTech. “As a brand rooted in democratization and inclusivity, it was essential that we provide access and education for all with the launch of our first NFT collection. We want all our customers, whether they have experience with web3, to be able to learn and participate in this activation.”

Accessible and user-friendly. Any customer can participate by visiting a page off of Old Navy’s home site, where they’ll find step-by-step instructions.

There will also be an auction for a unique one-of-one NFT. All proceeds for the NFT and shirt sales go to Old Navy’s longtime charitable partner, Boys & Girls Clubs of America.

Additionally, 10% of NFT resales on the secondary market will also go to Boys & Girls Clubs.

Support. This activation is supported by Sweet, who’s played a major role in campaigns for other early NFT adopters like Burger King.

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The Old Navy NFTs will be minted on the Tezos blockchain, known for its low carbon footprint.

“This is Old Navy’s first time playing in the web3 space, and we are using the launch of our first NFT collection to test and learn,” said Old Navy’s spokesperson. “We’re excited to enable our customers with a new way to engage with our iconic brand and hero offerings and look forward to exploring additional consumer activations in web3 in the future.”

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Read next: 4 key strategies for NFT brand launches

Why we care. Macy’s also announced an NFT promotion timed to their fireworks show. This one will award one of 10,000 NFTs to those who join their Discord server.

Old Navy, in contrast, is keeping customers closer to their owned channels, and not funneling customers to Discord. Old Navy consumers who don’t have an NFT wallet can sign up through Sweet to purchase and bid on NFTs.

While Macy’s has done previous web3 promotions, this is Old Navy’s first. They’ve aligned a charity partner, brand tradition and concern for the environment with a solid first crack at crypto.


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About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

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