PointRoll, a wholly-owned subsidiary of Gannett Co., Inc. (NYSE: GCI) and leading provider of rich media advertising, announced the launch of AdControl, which enables brands to more effectively and efficiently produce and deliver limitless interactive rich media display ads in real time, optimizing budget and performance.
With AdControl, brands and their agencies can produce, target and deliver rich media executions dynamically, customizing creative elements including video, content, images, offers and more — all in real time and by non-technical personnel via an online interface. The only dynamic ad generation tool of its kind, AdControl is unique in that any ad size and rich media format — expandable, pre-expandable, polite, or floater — can be instantly updated and micro-targeted based on Web site, placement, geography or publisher-generated behavioral, demographic, or contextual data.
“In today’s market you need to quickly take advantage of any shift in consumer behavior, target effectively and interactively engage consumers to drive the best results,” said Jason Tafler, PointRoll CEO. “AdControl ensures our clients can easily control and deliver the right message at the right time to each individual user in the most scalable and efficient manner possible.”
AdControl measures rich media metrics including interaction rate, brand time, and click through, aggregating results by individual creative and delivery variables. This capability enables more robust testing and optimization, as the technology will identify each ad version created and evaluate its performance as a single unit and against other versions, or as part of an entire campaign.
“PointRoll didn’t just slap technology out there, they solved a business problem. AdControl allows us to be more responsive to changing market conditions and adapt our messaging instantaneously across specific markets,” said Keith Morris, Group Director of Digital Communications at RetailFirst Team Detroit. “We deal with a multitude of Ford dealer groups that are constantly changing offers and creative elements. With AdControl, anyone on our team can simply change it in the interface and the ad is instantly updated and live.”
A pioneer in the use of targeted online advertising, PointRoll has been serving dynamic rich media campaigns since 2002 for advertisers including General Mills, P&G, Wal-Mart, Ford Motor Company and more. PointRoll was the first of its kind to leverage this content for highly effective online display circulars, along with recently-acquired ShopLocal, for clients including CVS and Sears and served billions of dynamic ads in 2008.
“In our experience serving more than 200 billion rich media ads, we’ve come to understand the challenges creative and media agencies face in producing, trafficking and measuring the performance of multiple ad versions within a campaign,” said Deann Harvey, SVP of Sales at PointRoll. “Many marketers are anticipating the cost and time savings, as well as resource efficiencies, that AdControl offers and our initial AdControl clients have experienced.”
AdControl is the first rich media dynamic ad tool on the market that gives complete control and flexibility to marketers and improves efficiency and performance. It allows advertisers and agencies to optimize their spend and generate ROI by delivering the creative combination with the greatest return, all within one simple interface. Training for users and designers is minimal and allows them to focus on creative elements and market conditions instead of technology considerations.