ATLANTA, June 28 /PRNewswire/ -- EyeWonder, a Limelight
Networks business (Nasdaq: LLNW), today announced AdVolve, an
intelligent creative optimization tool that helps advertisers and
their media and creative agencies maximize the impact of every
impression by dynamically analyzing then optimizing the performance
of the creative elements that make up a display advertisement.
The new AdVolve service brings together the art of creative and
the science of media analytics to help creative and media agencies
quickly learn which creative elements and combinations perform the
best down to the specific media placement. Agencies can use AdVolve
to evaluate and optimize the effectiveness of various creative
combinations, messages, gather live feedback about concepts in real
time (and see immediate results from changes) or deploy localized
interactive ads without the need to manually create or traffic
multiple versions. The service offers a patent-pending innovation
that enables any element in the interactive display ad—such as
message, image, color, font type, call-to-action or click-through
URL—to be characterized as dynamic.
"AdVolve lets agencies optimize creative at the front end of the
funnel, enabling them to over perform on KPI and maximize the
return on their clients' media spend," said Ricky McClellen, EyeWonder's Chief Information
Officer. "This unique service provides more than the ability to
simply version interactive ads, it gives agencies the ability to
design truly break-through creative by offering designers the
freedom and flexibility to designate any element they choose as
dynamic."
Features of AdVolve include:
- Integration with EyeWonder's widely deployed Flash-based ad
authoring tool for creative agencies, enabling designers to create
ads in real time on the desktop, with no Internet connection
required
- Flexibility for media planners to create target groups from
demographic information gathered from universal and
publisher-specific data, such as gender, age, page category, zip
code, DMA and PMSA
- Ability to pair initial creative combinations with specific
target groups and assign weighted hierarchical values to each
- Automatic optimization of ads at the media placement level as
the priority of each ad changes based on performance criteria such
as interaction rate or click-through rate
- Reporting and analytics capabilities, such as the ability to
view metrics by any grouping of dynamic creative combination
elements and targeting group elements, down to the single element
level; for example, a report could be generated to show how a
specific image performed among males even though the image was only
one of a number of dynamic elements in the ad and the male
demographic was only one aspect of a target audience
- Powered by the decision engine technology available in the new
EyeOne platform, enabling rapid, real-time testing of the most
compelling combination of elements against a specific target
group
AdVolve is the first service made available through EyeOne,
EyeWonder's next-generation cloud-based platform, also launched
today. Built after more than two years of development and thousands
of hours of usability research and customer testing, EyeOne
represents both a re-architecture of the EyeWonder interactive ad
platform and the integration of EyeWonder services with Limelight
Networks' global computing infrastructure. EyeWonder will work with
clients to migrate them fully to the new platform over the coming
months to ensure no disruption to existing campaigns and
service.
"Limelight Networks' geographically distributed computing,
storage and delivery resources enable the EyeOne interactive
advertising platform to be more flexible and powerful than ever
before," said McClellen. "We can now make complex ad targeting
decisions locally, right at the edge, providing us with a
foundation for further innovation and growth. With this shift to a
more robust platform, our clients can continue to expect the same
level of consultation and service EyeWonder promises for every
interactive ad campaign."
Key features of the EyeOne platform include:
- Services-oriented architecture that, when combined with
Limelight Networks' infrastructure, enables the scale to collect,
process and analyze billions of data points per second, providing
the flexibility to rapidly innovate based on market needs and
trends
- Perfect Targeting System, a new decision engine technology that
uses innovative behavioral algorithms to provide new degrees of
targeting and campaign performance
- Updated version of EyeWonder's Flash-based ad authoring
tool
- New connector for Microsoft Excel, allowing media planners to
build pivot table reports and link them to live data directly from
an EyeWonder data warehouse
- Updated user interface and improved workflows
To see how AdVolve intelligently optimizes interactive ads,
click here. AdVolve is available immediately from your local
EyeWonder representative. For more information, please visit
http://www.lime.lt/advolve.
About EyeWonder
EyeWonder, a Limelight Networks, Inc. (NASDAQ: LLNW) business,
provides interactive digital advertising technology and services
that increase the value of inventory for publishers and improve the
performance of advertisers' interactive ad campaigns. EyeWonder's
leading technology platform, full-service account teams, and global
office network combine to enhance the creation, delivery,
measurement, analysis and optimization of interactive ad campaigns
for online, mobile, and connected devices. For more information,
please visit http://www.eyewonder.com or follow us on Twitter at
www.twitter.com/_ew.
SOURCE EyeWonder