The thing that most inspires me in this role is the constant ability to innovate ourselves, as well as work with leaders in the technology space. As of this quarter, VivaKi and the Audience On Demand team in London are paving the way and entering a new era of activating search advertising data in the display ecosystem intelligently. Below find our internal release.
A collaboration between VivaKi and Google sees a global first for the organizations – the launch of a remarketing from search ads campaign. Audience On Demand (AOD), the market-leading addressable media buying practice for VivaKi, leveraged Google’s integrated technology suite to deliver a display remarketing campaign optimised around traffic on search ads on behalf of their client, a leading automotive services provider.
“As the leader and one of the first entrants in the RTB marketplace we work tirelessly to ensure our clients benefit from first-mover opportunities” says Marco Bertozzi, Executive Managing Director for the VivaKi Nerve Center. He continues: “Since launching AOD we have worked closely with Invite [now DoubleClick Bid Manager] as our primary partner and it has been an incredible mutual growth story. We saw back in 2010 the amazing opportunities for AOD and our clients in the Google product development roadmap and display remarketing from search advertising was absolutely top of the list.”
This feature enables the use of search ad clicks as a signal in optimising client’s display campaigns, re-engaging consumers with display ads across billions of ad impressions available on global ad exchanges. The integration between DoubleClick Bid Manager and DoubleClick Search 3 provides the ability to split referring keywords into specific groups based around different levels of interest and exercise bid strategies appropriately, re-igniting the potential of clicks that did not deliver an outcome in the first instance. This maximises the efficiency of search investment and boosts the performance of display campaigns.
Geoff Smith, Head of Activation for AOD comments: “This technology allows us to identify and differentiate consumers with greater intent to purchase, depending on their behavior with search ads. This granular insight allows us to alter our bid strategy accordingly, thereby maximising the efficiency and effectiveness of the overall campaign.”
This will add yet another layer of power to our offering and shows that Audience On Demand has yet again delivered innovation in the exciting marketplace. We had a choice – follow the pack and let
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