NEW YORK, NY, June 10 - Leading digital advertising agency Didit will announce its next-generation media buying platform, Blizzard, at Internet Retailer 2009 (Didit will be at booth 615).
“Blizzard has provided us the additional visibility needed to fully engage potential customers on a global level. The reach and effectiveness of the campaign has been very impressive,” says Debbie Johnsen, Director, Interactive Marketing at Leading Hotels of the World, one of the six clients who participated in the Blizzard beta launch program (begun in December 2008).
In that beta program, Blizzard has lowered clients’ display CPMs by as much as 30%.
Wider Reach; “Not Your Father’s Retargeting”
A handful of other companies offer behavioral retargeting campaigns, but only display ads within a particular network. This limits the reach of that network resulting in an incomplete understanding of your customer and poor media-buying decisions.
Blizzard observes users’ behavior across three of the largest ad networks (Google’s DoubleClick, Yahoo’s Right Media Exchange, and AdNexus-covering roughly 90% of the US Internet), allowing it to build a true view into user profiles and behaviors. Better insight translates into smarter behavioral targeting decisions, and efficient media buys. “Blizzard is not your father’s retargeting program,” says Didit CEO Kevin Lee.
Blizzard serves ads to select Web users who have recently left the advertiser’s site, without completing a desired action (purchase, lead form, etc.). Blizzard evaluates users prior to showing them a remarketed ad based on their value to the advertiser. For example: a user who stays on the site for 10 minutes, puts 3 items into a shopping cart, and then closes the browser is given a ‘high’ value; a user who hits the home page and leaves is given a ‘low’ value.
A better way to manage cross-network display media
Blizzard also provides a solution for advertisers who aren’t retargeting, but who need to manage display media across multiple networks. Since ad networks don’t communicate with each another, there’s no way for advertisers to know when a growth opportunity arises “cross-network”-when there’s an obvious need to shift media spend from one ad network to another. As a result, advertisers invariably miss tremendous opportunities they aren’t even aware of.
Blizzard operates in real-time and makes media-buying decisions across multiple networks. Blizzard pinpoints new opportunities, reinvests budgets on the fly to deliver the most effective new ad buys-at every moment, both within a single network and across networks. By managing a larger universe of networks, Blizzard enables efficient display media campaigns.
Origins of the technology
Blizzard is based on the core principles that drive Didit’s automated search marketing platform, Maestro. Maestro enables search marketers to leverage new opportunity in the constantly-changing paid search marketplace, across all search engines, as they occur. With the growth of automated ad networks selling ads in ways that resemble search advertising systems, Didit has taken Maestro’s core principles and applied them to display media, producing Blizzard.
With unmatched analytics, technology, and results in leading-edge search, targeted online advertising, and auctioned media, Didit has been leading the online marketing evolution since 1996. For more information about Didit, visit www.Didit.com.
Abe Mezrich, Communications Manager, Didit
abe.mezrich@Didit.com / (212) 631-0157 ext 229