Tumri Cranks Up the Dynamics for Insight
ADOTAS – With all the players in the space such as platforms, agencies and networks — and that’s before you start trying to decipher acronyms such as CPM and RTB — sometimes we forget at heart that digital advertising is a dialogue, a conversation, says Calvin Lui, president and CEO of Tumri. In particular, it’s a conversation to inspire activity — such as, buy this product.
“The mission of Tumri has always been how do we more effectively build that conversation between a marketer and a consumer, not a one-way blast or a blind ubiquitous message for everyone,” he says. “A conversation involves someone speaking and someone listening; Dynamic Insights are our way of listening.”
Tumri made a splash in the dynamic creative space with AdPods, display ads that can be modified automatically in real-time to best suit the user. The buzz around dynamic creative has especially grown in volume since Google acquired Tumri rival Teracent in December; the company plans to incorporate Teracent’s dynamic capabilities into the DoubleClick Ad Exchange.
If that development shook the display world, Tumri is about to rock it further with the introduction of Dynamic Insights and four new prepackaged Dynamic Messaging solutions, including merchandising, circulars, retargeting and acquisition. The platform expansion adds several best practices models derived from Tumri’s experience through eight verticals. Akin to a starting point, these models can be customized by clients to optimize campaigns.
The cloud-based Dynamic Insights gives clients all the information to draw an end-to-end analysis of the conversion process — data on everything from audience and media segment, to creative and offers and even introductory animations. It gives the info to figure out why the middle-aged guy in Boise liked the animated cats with the $20-off coupon. In addition, a heat map shows which areas of the ad drew the most dwell time.
More important, this data is delivered in real time for clients to adjust their dynamic campaigns during the operation.
“We are collecting a whole host of data that other people are just not collecting today,” Lui said. “How can that data can be activated — what we call actionable insights. How can you go beyond using this data as a post-mortem rearview mirror — how can you react to it in real time?”
Lui was gracious enough to spend some time detailing the enhancements in front of my camera. Sorry about shaky camera work — apparently I need to lay off the caffeine.
Reader Comments.
this seems like it has potential to get Clicks per Banner (C/B) from .011% to .012% or even higher to like .013%. I still believe that advertising should stay traditional but as long as you’re not scaring people with interactivity I guess this is okay. To learn more about advertising that has staying power, please see us at http://www.crapads.org.
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