EngageClick has released a new consumer personalization platform that improves the effectiveness of advertising across multiple screens by learning the engagement behavior patterns of consumers and by delivering predictive and personalized ads.
The EngageClick Consumer Personalization Platform uses data driven-technologies, such as machine learning and cognitive science, to track customer data in real time across mobile devices, tablets, desktops, and smart TVs.
By learning consumer engagement signals, the EngageClick Consumer Personalization Platform identifies persona (groups of people who demonstrate similar taste of ads) at any point in time across multiple screens. Once a consumer persona is identified, the EngageClick platform delivers personalized ads targeted to that persona.
The EngageClick platform allows marketing professionals to improve measurement and maximize ROI usin elements of personalization technologies, such as machine learning-enabled personalized ads, re-engagement (advanced re-targeting technologies), and creative personalization (consumer engagement behavior based auto segmentation and optimization).
The platform is currently being tested with major global CPG, auto, retail, finance, media, entertainment, and travel brands and is already delivering increased digital ad engagement by more than an of average of 50 percent, according to the company. These major campaigns have enabled EngageClick to collect data samples in the millions and identify patterns in devise use, location behaviors, interaction styles, engagement preferences, buying behaviors, and regional trends.
"The ability to apply machine learning to creative can change the whole dynamic of how brands can appeal to their customers," said Brandon Berger, worldwide chief digital officer at Ogilvy & Mather, in a statement. "Using big data to predict the most effective message to serve at the right time will allow us to be programmatic on both sides of the creative and media equation. It will bring performance and brand much close to together."
"Imagine walking past a garden center and receiving a mobile ad for $1 off hummingbird nectar for the feeder you bought recently," said Shekhar Deo, co-founder of EngageClick, in a statement. "We know something you need and [that you] are approaching one of our clients' store fronts. That's where marketing is going. It's getting much more personal and more connected."
EngageClick seamlessly integrates with existing demand side platforms (DSPs), real-time bidding (RTB), trading desks, large publishers, and other major servers. Agencies and brands can leverage EngageClick's technology that supports Interactive Advertising Bureau (IAB) unit guidelines with existing media buys through other platforms. EngageClick also has partnered with several media companies to help agencies and brands deliver full-service campaigns.