Adometry has added several new features to its Advertising Analytics Solution Suite for online marketers. Adometry is a Web advertising verification and optimization firm, and the new capabilities are designed to improve ad campaign performance by identifying how specific interactions between display and search channels impact conversions.
The new features recommend different ways that advertisers and agencies can adjust their campaign investments across channels in order to maximize future budget allocations and improve Return-On-Ad-Spend (ROAS) by 20-50 percent. The Adometry solution automates the advertising campaign analysis and optimization process to ensure that marketers are leveraging the most accurate recommendations to drive higher overall conversions.
Additional details on the new campaign optimization features include the following:
Automated Cross-channel Optimization and Media Mix Allocation: Leverages Adometry's fractional attribution methodology to dynamically recommend specific campaign adjustments, including identifying the ideal mix of search and display advertising investments that will maximize overall conversions. These recommendations provide for significant and measurable improvement in overall campaign effectiveness and ROAS.
Campaign-oriented Customization: Allows agencies and advertisers to customize optimization recommendations based on specific advertising campaign goals, such as increasing brand awareness, improving reach and driving conversions. In addition, it utilizes campaign constraints to ensure that resulting optimization recommendations are actionable. The interface provides advertisers with built-in campaign goal criteria and allows them to design their own.
Actionable UI Dashboard: Provides graphical representations and views of campaign performance that make it easier for advertisers to review data and recommendations in order to take action on future campaign investments.
"Today's manual approach to campaign optimization does not provide advertisers with the accurate intelligence they need to understand how campaigns are performing or where they can be improved," says Paul Pellman, CEO of Adometry. "Our new optimization capabilities allow advertisers to automate the entire process so they make the right decisions on future ad investments and improve results."