New York, NY (PRWEB) September 13, 2011
Earlier today at the SMX East conference in New York City, performance media platform Acquisio unveiled insights and results gleaned from its year-long partnership with demand side platform The Trade Desk. Since the partnership was announced in June 2010, both companies have been working behind the scenes to create a deep, seamless integration between their respective search/PPC and display offerings. As a result of this endeavor, more than 2,800 users managing more than 7,000 brands now have the ability to buy, track, compare, and report on display purchases across more than 4 million websites, without ever needing to leave the Acquisio platform.
THE FIRST HOLISTIC, SCALABLE APPROACH TO SEARCH AND DISPLAY INTEGRATION
Bringing search and display together is something that should have happened a long time ago, said Brian Stempeck, Vice President of Business Development for The Trade Desk. Search has more dataand more intent datathan all other forms of online advertising. When a person searches for buy Halloween costume or cheap flights to the Bahamas, they’re expressing their exact intent. Acquisio and The Trade Desk are giving agencies the opportunity to do really precise retargeting campaigns, putting display ads in front of search customers who have already shown intent. Agencies have long been searching for a way to improve results in both search and display. We’re proud to be the first and only partnership in the industry that has made this kind of integrated approach possible in a scalable way.
62% OF AGENCIES POLLED PLAN ON EXPANDING DISPLAY OFFERINGS ACROSS THEIR CLIENT BASE
Agencieseven those that have solely focused in the past on search advertisingare embracing the integration of search and display, the opportunity it creates for their clients, and the benefits it brings to the agencies themselves. During a recent event held by Acquisio and The Trade Desk, attendees were asked How do you see the future of display in your agency? The vast majority of respondents – 62% – indicated that they would be expanding [display] offerings to all clients. Marc Poirier, CMO and co-founder of Acquisio, finds this number telling. The fact that two-thirds of the agencies responding to the poll question said that display was going to be a substantial part of their future indicates the level of interest and excitement in display. This is a huge opportunity for all of our agency clients. It’s very easy for search agencies to quickly see the benefits of letting their search data help them make more informed and successful display buys.
EARLY RESULTS SHOW DOUBLE-DIGIT BOOSTS TO SEARCH, THOUSAND-PERCENT BOOSTS TO DISPLAY
The true seamless integration between search and display has garnered impressive results for customers using the enhanced Acquisio platform during the beta period. We’ve seen some campaigns where the overall cost per acquisition has been cut in half, said Poirier. We’ve also witnessed campaigns that got a double-digit percentage boost in search conversions, and display conversion improvements in the thousand percentage point range. In fact, Acquisio began using the display and retargeting functionality for its own in-house marketing campaigns during the beta period, and according to Poirier, even they were surprised by how quickly the move paid off. Within the first week of managing our campaigns on the integrated platform, we increased our lead volume by more than half, while simultaneously decreasing our overall cost per acquisition by 20%. Our sales team was surprised at just how fast our lead count increased and how qualified the leads were, and our marketing team was delighted to see our CPA numbers decline so rapidly.
POIRIER, GREEN TO SPEAK ON ADDING DISPLAY TO SERVICE OFFERINGS; PLATFORM DEMOS AVAILABLE AT BOOTH 301
Acquisio’s Poirier and Jeff Green, CEO of The Trade Desk, will be showing agencies how display can help increase leads while simultaneously decreasing average costs during their presentation Are You Ignoring Display Advertising? If So, Are You Crazy? The presentation will be held from 10:45AM until Noon on Wednesday, September 14 and all SMX East attendees, including Expo Pass holders, are invited to attend this free event. Additionally, representatives of Acquisio will be providing demos of the platform and showing off the integrated search and display functionality throughout the conference at booth 301.
About The Trade Desk
The Trade Desk is the first true demand side platform (DSP) a platform built by media buyers, for media buyers.
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