ValueClick Increases Value of Banner Ads

Improving ad targeting has always been important to advertisers, but it’s becoming even more crucial as ad space online becomes more dispersed, fragmented and crowded. Last month, ValueClick launched its latest kind of banner ad units that attempts to help marketers better target their messages.

They’re called ActiveAds, and they allow banners to automatically change text and images based on demographic data about the individual viewer. ActiveAds uses motion tracking, or match moving, a technology that overlays different text or graphics on top the original video frame. Although the customization is limited to a few words and images, motion tracking provides a level of personalization not found in static, generic banner ads.

As with Real Time Content, ValueClick uses anonymous information about consumers, so there is no privacy concern. ValueClick uses targeting data from its Precision Retargeting product, which feeds ActiveAds data such as a consumer’s geographic location or contextual data based on the sites they are visiting. While this may not be as granular or accurate as solicited or personal user profile data, ActiveAds, like Real Time Content, supports any number of attributes and data points provided by the advertiser to personalize the ads. This creates a unique experience and a deeper connection with the viewer than a general banner ad.

Even as newer rich media ad formats emerge and video advertising becomes more prevalent on the Web, there will always be a place for banners ads. It’s interesting to see that for banners, there is also necessity to move towards personalization. Not only is there an increasing demand from advertisers, but also, as ValueClick Media general manager Bill Todd says, “[There is a] wealth of data which can be used to improve performance by tailoring ad creative to each individual consumer.”

There is enormous potential to customize ads to be more relevant to each consumer, especially at a time when ad units are ever changing. Increased personalization has shown to greatly affect the attention, reaction and action of consumers, and utilized the right way, this can lead to much higher conversion rates. As content personalization grows as a means for advertisers to connect with their customers on an individual level, we’re going to continue seeing the lengthening of the personalization continuum.

Tags: Advertising, Innovation, Personalization, ValueClick
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