Tuesday, January 23, 2007

UK Behavioural Ad Campaign

Ocean Finance runs behavioural ad campaign

UK finance broker Ocean Finance is to roll out a targeted banner ad campaign using a new ad serving solution from PositiveFeedback that responds to browser behaviour.

Managed by TBG London, the campaign follows a test campaign in December. The campaign consists of a number of offers and propositions for loans and mortgages.

PositiveFeedback will be used to calculate which offer and creative will work best for each viewer, serving them with the most relevant banner in real-time.

PositiveAdserver automatically optimises creative rotation using Predictive analytics -technology that takes a number of factors into account, including click-history, before deciding which banner is best to serve the viewer.

Paul Cook, founder of PositiveFeedback said: “Self optimisation is a powerful marketing tool that will be used by many more businesses with an online presence as they realise its potential and ROI. The days of random ad rotation are numbered, I’m sure that intelligent banner targeting will become as common as post-click tracking within the next year or two.


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