Yesterday we announced the industry’s first predictive optimization tool for programmatic display advertising, also known as SPOT, which is an update to IgnitionOne’s Digital Marketing Suite (DMS).
First to offer Predictive Portfolio Optimization for search advertising with SPOT a decade ago, we’re excited to be able to expand this technology within a rapidly growing programmatic display space.
SPOT not only gives marketers the unique ability of forecasting how their campaigns will perform relative to varying budgets, it also automatically optimizes bids at an individual user-level to drive the most conversions at the lowest ad spend.
For its beta, we worked with Motel 6, whose initial test results proved extremely promising as SPOT was revealed to deliver conversions at over 30% less cost when compared to non-SPOT optimized display campaigns. In addition, SPOT drove a 16% increase in conversions within the first 24 hours of impression delivery and a 167% increase in click-based conversions overall.
“Delivering the right message to the right person in the most efficient way helps us connect travelers to clean, comfortable rooms at the most cost-effective price,” said Lance Miceli, Chief Marketing Officer of Motel 6, the national lodging chain and SPOT beta partner. “SPOT’s predictive optimization capability has the potential to be a game changer for our display advertising, especially when it comes to budgeting and how we allocate media buys.”
To learn more about SPOT for Display, click here.