myThings Launches First Pretargeting Solution with Visual Recognition
New Pretargeting Solution to increase the click-through-rate of advertisers by 5X by attracting new customers through product image recognition
LONDON, December 19, 2012 /PRNewswire/ --
myThings, a global leader in conversion-driven display advertising solutions, announced today the launch of its innovative pretargeting product, powered by visual recognition. The first-of-its-kind solution can pinpoint a user's shopping intent by analysing visual attributes of a product image to acquire new in-market users.
With pretargeting, the company now offers data-driven performance display solutions for every stage of a user's purchase path. Just like paid search, it is an intelligent method to acquire new users by leveraging intent data. However, visual data is much more powerful than keyword data as it is able to capture explicit rather than implicit intent. Adding display's branding power and its massive reach further strengthens pretargeting's value proposition.
The driving force behind myThings' ability to determine explicit intent data lies in its advanced visual recognition technology that analyzes a product's visual parameters
- shape, outline, color and even texture, in addition to meta data such as title and price - and matches it to a myThings' advertiser's products inventory.
For example, imagine a user enters a "coffee machine" keyword term in a search box. The user might be looking to buy such a machine, but he may only be looking for the manual. His intent is only implicit. If, however, he browses a product page of a specific coffee machine on a price comparison site and reads product reviews, it is safe to conclude that he is actively looking to buy this product.
Ultimately, an in-market consumer who has never been on the advertiser's website will be presented with a highly relevant banner showing identical and/or similar coffee machines offered by the advertiser, during the crucial market research phase in his purchase decision process.
"Pretargeting based on Visual recognition technology is a highly innovative solution," commented Benny Arbel, CEO of myThings. "With upper funnel dynamic display and lower funnel personalized retargeting, we have now completed the data-driven performance display circle with mid funnel pretargeting. It is an holistic, end-to-end performance display offering that acquires new users and maximizes the value of existing ones."
An extensive, six-month long testing period has shown that pretargeting generates a 5X uplift in click-through-rates compared to standard display acquisition campaigns and a post-click conversion rate that is comparable to paid search.
Founded in 2005, myThings is the global leader in conversion-driven, personalised display advertising solutions, driving incremental sales at scale for top online retailers. The company delivers superior performance through specialised data-driven display technology centered on conversion prediction machine-learning algorithms. Its data-driven solutions span the entire sales funnel and include personalised retargeting, pretargeting, look-alike targeting and dynamic display.
myThings, named by Deloitte among the top 20 fastest-growing technology companies in the EMEA region, personalises over three billion banner impressions a month and operates in 16 markets including the US, UK, France, Germany, Brazil, Russia and Japan. Among its clients are top tier companies such as ToysRus, Shop Direct Group (Littlewoods, Very), McAfee, Zalando, Adidas, KLM, T-Mobile, Microsoft Store, Vodafone and Orange.
For more information, visit myThings.com.
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