IgnitionOne won the Innovation category UK Search Awards last night at the Emirates London.
IgnitionOne leveraged its propriety Engagement Score to open up search for use in online branding campaigns. Brands whose purchase cycle usually ends offline, such as FMCG brands, tend to run brand awareness campaigns online and therefore, have steered away from search traditionally thought of as a direct performance product.
Brand awareness advertising is notoriously hard to measure, as there is no single KPI representing effectiveness. IgnitionOne, by combining a number of different variables including percentage of new visitors, bounce rate, dwell time and the Engagement Score, were able to build a true interest profile of the individuals on a company’s website and provide a more comprehensive indication whether or not they would convert offline. This provides brands with a more robust measurement of their online advertising success than standard click metrics.
In its entry, IgnitionOne referenced its recent case study with diary brand, Danone, and their use of the product to show the use of search to support online branding campaigns showed real return on its online advertising investment.
“It’s fantastic to be acknowledged for our innovation,” said Simon Haynes, UK managing director for IgnitionOne “Tonight’s award demonstrates how the IgnitionOne team is always striving to develop new products, and new ways to use existing products, to help our client’s online advertising campaigns succeed. A huge congratulations to the IgnitionOne team globally who have worked so hard to make IgnitionOne search a success.”