Does Your Digital Advertising Supplier Use APIs to Mashup Ads with their Landing Pages?
This article is a Ralph Paglia edited version of a blog post written by Jonathan Mendez
After decades of cumulative experience optimizing dealer landing page after landing page, microsites by the dozens and tons of websites and the deep links within them, there are two things that both Jonathan Mendez
and I can assure dealers and car companies to count on for improved conversion rates:
1. Giving consumers more control to refine their intent in contextually relevant ways.
2. Bring actual vehicles, promotions, APR's, prices or services advertised closer to the consumer on page 1.
Sometimes these strategies are not mutually exclusive. As technology has progressed so too have many landing pages, microsites and deep links, along with the ability to employ these strategies. First with Omniture SiteCatalyst tags, tracking and testing, and then with behavioral, geographic, contextual and demographic targeting and now with APIs provided by various players in the digital advertising ecosystem, including advertising hosting companies like DoubleClick.
APIs easily facilitate the delivery of content in highly intelligent ways based on a sets of rules (eg keyword “ford dealers” + DMA=San Francisco). As importantly, the API provides the crucial ability for users to define how they want to refine the content, or in other words, define their experience. In the case of various consumer targeting definitions (such as behavioral and demographic), API integration with keyword based triggers can allow dealers to specify first the consumer, and then the subject matter of content on the web page they are visiting as requirements to trigger the appearance of their ads.
If you follow Jonathan Mendez's blog
(and he thanks you if you do) you may recall that Mr. Mendez wrote last year about mashups and the need for marketers to embrace them
. Jonathan Mendez also wrote an article last Fall for MediaPost on the use of APIs and widgets to improve performance of generic keywords on landing pages
. These mashup landing pages (or what Jonathan has named MashLandings) have had great performance (over 200% improvements).
Since starting RAMP
Jonathan Mendez's progress with these ideas has accelerated quite a bit. What really intrigues me is that since Mendez's technique results in content delivery being done through the ad hosting API, the digital advertising creative supplier can skin the presentation of the content anyway the dealer wants -- including creating an IAB approved ad unit to deliver it.
The API powered ads RAMP
has done so far are generating very impressive three-digit lifts in conversion rate performance and over eight key buying actions (KBA's) per user. Some of this may be due to the fact that these are not ads that people are used to seeing. They are helpful and useful applications that use APIs to deliver site functionality (sometimes even improved functionality) on a publisher’s page through an ad server. Imagine taking a category section of your website and paying to serve it 50mm times a month to a highly targeted audience through Atlas or DART instead of paying people per click to come to it? The results are game changing for both dealers as advertisers and the publishers of web sites.
By tagging the advertisement's swf files on the ad server in interesting ways, new ad metrics are being created to help optimize and determine their value. The most recent ad RAMP did for a client had an interaction/impression rate of 1.7%! These kinds of metrics are a result of incorporating feature sets, tools and content that could previously only exist within the website as actual content. The possibilities of using advertising space to enhance website content, thereby engaging more car buyers into key buying activities (KBA) are intriguing
It gets even better when we apply ad hosting API integration with specific websites that our ads are too appear on. In the same manner the API can optimize landing page content dynamically based on a rule (kw=) in an ad the same thing can be done based on rules for individual publishers sites. Example: KBB.com= default:2009 Ford Flex, ebaymotors.com=default:Certified Used Vehicles.
The next steps in the API revolution are also quickly approaching. Because the data is being fed through an XML feed a whole new set of possibilities emerge with what is possible. Jonathan Mendez is not going to give too many away right now but needless to say if you understand the concepts behind the distributed web you can imagine where this is going. Mendez is also working on getting the API based triggers to work across the both the ad and landing page, while simultaneously having semantic awareness that dynamically matches page content to ad content on the server side. More on these ideas in a future post on www.OptimizeAndProphesize.com
On Monday June 16, 2008 Jonathan Mendez was a featured speaker at WidgetWebExpo
. His presentation was titled "Can Widgets Save Display Advertising."
Ralph Paglia prepared this blog posting by editing an article written by Jonathan Mendez
About Jonathan Mendez
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