Kwanzoo, a provider of multichannel engagement software, recently added Smart Banners with real-time A/B testing capabilities to its offerings, giving marketers more control over their advertising campaigns. Using Smart Banners, marketers can test banner ad creative units, review performance analytics, and make immediate campaign modifications.
Split A/B testing is a common technique that marketers use to test changes to banners against their current baseline, and determine which ones produce positive results. Using Kwanzoo's SaaS platform, marketers can immediately make modifications to content on their Web site, third party media, and paid placements.
"Many marketers don't have the tools or resources to measure and optimize their display ads. Kwanzoo's platform empowers marketers with new ways to engage and convert prospects," said Mani Iyer, chief executive officer of Kwanzoo in a statement. "Kwanzoo Smart Banners adds to our existing suite of interactive marketing units. They provide marketers the flexibility of making their own media buys and to quickly deploy and optimize traditional banner ad campaigns with A/B split testing capability."
Smart Banners allow marketers to make modifications banner by banner, within any channel. They are certified to run on the Google Display Network, and since Smart Banners are pre-approved for Google Admob, marketers can also include mobile channels in their campaign mix and deploy banner ads on smartphones, tablets, and mobile landing pages.
When it comes to buying banner or display ad space, social networks are the new hot spot. Facebook, which recently filed for a massive IPO, and Twitter are both targeting advertisers with new features.
In a semiannual survey of nearly 1,200 people who decide how ad dollars are spent digitally, 59 percent of the respondents told research firm Advertiser Perceptions that they would increase social media ad spending in the next 12 months, compared with just 4 percent who said they would decrease spending on social platforms.
In addition, social media advertising will make up about 27 percent of digital budgets over the next 12 months, compared with 22 percent in the previous 12 months, according to the survey.
With Kwanzoo's Smart Banners, marketers can test campaign efficiency across Facebook pages, Web sites, community sites, partner and affiliate sites, display ad networks, and retargeting systems, as well as mobile channels and mobile landing pages launched from SMS messages.