DG (NASDAQ: DGIT) today announced that digital Direct Response campaigns using its MediaMind Smart Versioning had a 59% higher post-click conversion rate compared to standard banner campaigns. This translates to higher quality click-throughs for digital campaigns, meaning advertisers can better gauge how many people clicked through to pages with intent, for example, to make a purchase. For brand campaigns, the research revealed that Dwell rates, a strong indicator of ad engagement, were 20 percent higher in campaigns using Smart Versioning (SV), a dynamic creative optimization product, than those of standard banner campaigns.
The study was conducted in response to the increase in popularity of Smart Versioning with advertisers; largely due to its ability to optimize, target, and retarget campaigns and provide flexibility with large-scale creative production.
The study analyzed two billion global SV campaign impressions and compared them to 300 billion global impressions from standard banner campaigns in two campaign categories: Direct Response and Branding.
Overall, the results revealed that increased and higher quality click-throughs are a clear benefit of using Smart Versioning for digital campaigns. In addition, SV boosted Dwell rates by nearly 20%. Dwell, a proprietary metric of DG within its MediaMind platform, uses cursor tracking technology to measure if and how a user hovers over an ad or video strong indicator of ad engagement.
"Producing higher quality clicks for brands by using Smart Versioning is one of the simplest ways to improve campaign performance," said Ricky Liversidge, Chief Marketing Officer, DG.
"Our clients have already seen the tangible benefits of increased brand engagement and impact of using the MediaMind platform to keep the creative elements of a campaign fresh and relevant to users."
Smart Versioning allows advertisers to plan a campaign that serves different ads to target based on real-time audience data. Adjusting creative dynamically improves relevancy and can increase overall return on investment. Smart Versioning campaigns are only limited by the advertiser's imagination; a SV campaign can display up to tens of thousands of ad variations during its lifetime.
DG connects over 11,000 global advertisers and agencies with their targeted audiences through an expansive network of over 6,000 television broadcast stations and over 11,500 web publishers in 75 countries. The Company's television division utilizes best-in-class network and content management technologies, creative and production resources, digital asset management and syndication services that enable advertisers and agencies to work faster, smarter and more competitively. The Company's online division, MediaMind, allows marketers to benefit from optimized management of online advertising campaigns while maximizing data driven advertising. For more information, visit http://www.DGit.com
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