Slingshot™, a new campaign technology in SteelHouse’s cloud-based marketing platform, highlights the importance of sequenced, multi-channel campaigns and proves the performance of view-through attribution.
LOS ANGELES, April 4, 2013 (ADOTAS) – SteelHouse (www.SteelHouse.com), a data-driven marketing technology company, today announced the addition of Slingshot™ to its multi-channel marketing platform. Tests of the sequenced campaign technology have shown significant lift in conversion, overall revenue per visitor, and average order value for SteelHouse customers.
“There’s an overriding belief in the display advertising industry that only clicks count, but we’ve seen from our client’s Slingshot campaigns that view-throughs actually result in more sales and higher conversions than click-throughs,” said Mark Douglas (pictured), President and CEO of SteelHouse. “Brands don’t know what happens when consumers reach their destination site, and the ad industry doesn’t measure that. But we’re connecting the dots through our data, and our data shows that a view-through ad carried influence, even if it didn’t lead to a click.”
According to industry studies, the number of people who actually click on an ad runs well below 1 percent. Of that 1 percent, less than one in four people will actually make a purchase. However, through Slingshot – a sequenced campaign tool that uses a powerful combination of retargeting and onsite offers with mirrored messaging – marketers are seeing significantly higher conversions.
SteelHouse client, Creative Labs, a worldwide leader in digital entertainment products, recently performed a Slingshot campaign in which they showed a retargeting ad announcing a sale and then reinforced the ad onsite with a SteelHouse Real Time Offer. The campaign resulted in an 87% lift in conversion, a 332% lift in overall revenue per visitor and a 27% increase in average order value. By reinforcing their messaging across multiple channels, offsite and onsite, the online retailer saw a dramatic lift in their online sales compared to previous sales seasons.
“The traditional way of buying mass impressions and hoping for conversions is misguided and ineffective,” said Douglas. “In order to maximize ROI on marketing spend, businesses need to understand the importance of multi-channel, sequenced campaigns that take view-throughs into account. Our campaign data shows that viewable impressions via Slingshot yield over 4x higher conversions than clicks. Marketers and media planners need to rethink their inherent beliefs about clicks. There are more meaningful metrics for evaluating campaign performance and view-throughs are certainly one of them.”
For more information on SteelHouse’s cloud-based marketing platform and products, please visit http://www.steelhouse.com/products.
SteelHouse™ (www.SteelHouse.com), a data-driven marketing technology company, brings innovative advertising solutions to brands, agencies and eCommerce marketers. SteelHouse reaches more than 170 million consumers a month, across hundreds of the world’s largest brands. The company’s award-winning solutions within its cloud-based marketing platform – A2, Real Time Offers™ and Retargeting – enable companies to drive high engagement in their ads, on or off their site, based on their consumers’ real-time behaviors.
The SteelHouse team is comprised of veteran direct marketers and engineers from eHarmony, E*TRADE, Oracle and the Rubicon Project. SteelHouse is based in Los Angeles, Calif.