The solution aims to enable clients to determine who they want to target based on previous behavior and then deliver the most relevant message to those individuals immediately. The suite also includes dynamic optimization, dynamic rich media creative, and reporting to further improve the performance of client marketing programs.

“Our clients understand the value of one-to-one messaging for developing deeper relationships and creating customer loyalty, but are increasingly challenged because these programs can be time-intensive and cost-prohibitive,” said Ann Hoey, general manager of Mediaplex. “Our dynamic behavioral targeting suite empowers clients with the tools they need to achieve tailored messaging while eliminating wasteful marketing spend.”

“Through the application of Mediaplex’s dynamic messaging technology we are able to ensure our clients that the pricing in their advertisements is always accurate and inventory they are promoting is always available,” said Irene Zalami, Account Director of Web Liquid. “The latest enhancements to dynamic messaging will go a long way toward guaranteeing a positive user experience as well as allowing us to deliver high conversion rates.”

ValueClick’s performance-based solutions allow customers to reach their potential through multiple online marketing channels, including affiliate and search marketing, display advertising, lead generation, ad serving and email technology, and comparison shopping. ValueClick brands include Commission Junction, ValueClick Media, Mediaplex, PriceRunner and Smarter.com.

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The analysis also showed that 45% of the conversions credited to paid search were preceded by an exposure to at least one of the client’s display ad banners. Paid search links were often used as navigational tools, not new lead generators – 70% of paid search conversions came from branded keywords, the study found.

ValueClick is an online marketing service company that focuses on affiliate and search marketing, display advertising, lead generation, ad serving and e-mail technology.

The deal in turn allows Mediaplex clients direct access to EyeWonder’s full suite of rich media and video ad products. “Our clients will now be able to see their rich media campaigns in video campaign metrics, alongside email marketing, paid and natural search advertising campaign metrics all in one interface,” Sean Quick, Senior Director of Product Management at Mediaplex, explains to ADOTAS. “It’s applying more metrics to an already full suite of product offerings.” As for Mediaplex’s incentive, Quick adds, “We will be able to serve, track, report, optimize and apply our targeting to our client base.

With the offering, Mediaplex hopes that its clients will have a more streamlined way to centrally manage, deliver, track and measure their online campaigns, while having the added bonus of EyeWonder’s full service suite and the latter’s team of rich media/video experts.