Good writeup today from our good friend Brian Massey (hear his podcast interview here). Regarding Jonathan Mendez’s “Adplications” – a full retail application in a banner.
We partnered with RAMP to crank out the “Father’s Day Slacks” example he cites in the article, check it out (DISCLAIMER: this ad ran ages ago so the data doesn’t refresh):
This bone-crushing ad shows you how you can get the next big matchup of the home team from Dish Network. How do we know what the home team is? Like this, if you’re in Bloomington, IN:
Or like this, if you’re in Denver:
Over the summer we did an exciting campaign with Prudential Real Estate (read about it here, here, and here) that targeted two audiences, primarily.
1) Home buyers
2) Home renters
For each group, we looked at what kinds of properties they were browsing across the web, including sites like ApartmentFinder.com, Realtor.com, Truila, and others. For the buyers, we found comparable properties from PrudentialRealEstate.com in their target location and price range, as per the screen shot below.
For the renters, we looked at the target location and rent range, and then back-calculated that figure into a comparable monthly mortgage. Then, properties were searched on PrudentialRealEstate.com that matched those parameters and served up in the ad.
(for RSS readers without Flash support, click through to the article to see the flash ad)
We did this campaign last month for Haworth Media / Reelz Channel, taking content from their site (previews to over 10,000 movie trailers, interviews, etc.) and showing the right one in the ad based on a weighted average of performance, context, semantics, and behavior. We were able to catch the engine at work in a particularly cool semantic matching instance on Access Hollywood:
Note that the inventory was sourced through our ad exchange partners and each impression was scanned in real time for these types of semantic (and other) cues.
(not seeing the whole ad? click on the post itself or refresh — a Wordpress embedding issue)
Pretty cool, eh? We’re helping our friends over at ClickZ / SES promote their upcoming show in Chicago with a Dapper Dynamic Ad that updates when new speakers are added.
Behavioral Advertising, Dapper Campaigns, Dynamic Ads, Events