London – 16 January 2011 – AudienceScience® has announced a global partnership with leading creative optimisation and personalisation company, Tumri, giving advertisers and agencies the ability to employ precision audience targeting with dynamically customised online creatives to deliver more relevant and effective campaign performance. It represents another milestone in the development of data driven display advertising, providing real time optimisation of key creative elements, including headline, offer, visuals and call to action.
Tumri and AudienceScience entered a beta partnership in September 2010, and since then have worked together to develop a dynamic display ad solution that offers more advanced targeting options for global brands. After successful testing, the Tumri Ensemble Platform is now being rolled out across AudienceScience’s Audience Delivery System throughout the US and will be launched in the UK and across the rest of Europe in the coming months. With a comprehensive set of applications– including automatic display ad optimisation, dynamic product level retargeting and display ad personalisation, along with analytics and insights – Tumri Ensemble is helping AudienceScience to build more effective, scalable, audience-centric creatives.
“Tumri Ensemble arrives at a strategic time for AudienceScience. Considering our technology enhancements and global expansion, the self-serve platform makes our display ad creation process more streamlined and the results show incredible opportunity for faster, better, dynamic creative and offer optimisation,” said Jeff Hirsch, president and CEO, AudienceScience. “In the tests we have been running with Tumri, we’ve been able to improve the quality and speed of dynamic audience targeting, while helping our clients achieve greater performance with their display ad campaigns.”
Tumri Ensemble’s optimisation and personalisation combines with Audience Science’s data, audience insight and scalability to offer clients a more effective way to measure audience response and deliver more relevant display ads. As a result, AudienceScience can optimise the best performing creatives and offer combinations in real-time. For example, if instant analysis on campaign response data shows the blue background, the ‘Easter Break’ headline, and the ‘20% off’ discount messages are more engaging to a specified demographic, Tumri Ensemble can be set to automatically change background colour, headline, discount offer, call-to-action, etc… for each targeted segment.
“The demand for data driven display advertising continues to rise at an unprecedented rate,” said Hari Menon, founder and CEO, Tumri. “Our partnership with AudienceScience is pushing the performance of display ad campaigns into a new realm of more personalised, more effective dynamic creative display ads.”