Adroit Interactive Brings Easy Dynamic Advertising
Posted by Matt on April 22nd, 2009
Since it is taking a bit longer than anticipated for the new design, here a small bit on the recent winner of last month’s WebInno, Adroit Interactive.
Adroit’s product is a online ad management platform that offers the ability to create dynamic ads based on ad design templates. Using these templates, advertisers can change specifics of the ad (text, graphics, etc.) subject to certain user variables. A quick example is the work they did for the Obama campaign, in which these ad templates were used to create custom ad experiences for web users from all 50 states (ex. using specific state colors/graphics). As an obvious extension, the platform also allows some easy A/B testing, allowing advertisers to test multiple variations of the ad to determine the best performer. Since its launch in 2007, Adroit’s patent-pending technology has powered online campaigns for the like of Procter & Gamble, ESPN, Liberty Mutual, Barack Obama, Verizon Wireless.
Know thy user
Dynamic advertisements have been around long before Adroit, but new intuitive tools are a welcome addition. It seems advertisers are understanding that it’s becoming more and more important these days to deliver exactly the right message to the right user at the right time. We are seeing this also grow in the mobile space, with dynamic ad networks popping up on the iPhone. In the fog of online ads on every site, the one that best targets an individual aspect of the current user will win out.
