[July 01, 2015] |
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Rocket Fuel Leads in Targeting People Across Devices With 57% Average Performance Lift for New Cross-Device Capability
Rocket Fuel (NASDAQ:FUEL), a leading programmatic marketing platform
provider that uses artificial intelligence (AI) at Big Data scale to
optimize marketing ROI for global agencies and enterprise marketers,
today announced its Cross-Device
capability, a core feature of its Programmatic Marketing Platform.
Rocket Fuel Cross Device enables marketers to unify a campaign
experience for individuals across devices. By leveraging the industry's
first AI-based cross-device optimization capability, marketers can now
deliver targeted campaign messages to individuals across devices to
drive higher performance with an average of 57% performance lift.
Rocket Fuel is actively engaged with Nielsen in expanded cross-device
validation testing. Rocket Fuel is also an inaugural member of the
Preferred Partner Program to improve the measurement of digital campaign
performance for advertisers, agencies and publishers.
Toshiba (News - Alert) Cross-Device Campaign Success
Toshiba is a Japanese multinational corporation headquartered in Tokyo,
Japan. Toshiba engaged Rocket Fuel ad agency partner Initiative to drive
efficient "cost-per-site-lander" to the Laptop/Tablet section of
Toshiba.com. Rocket Fuel utilized cross-device optimization leveraging
display media on desktops, smartphones, and tablets. During the
campaign, Rocket Fuel found the optimal media mix to drive optimal
cost-per-site-visit efficiency for Toshiba and maximize brand awareness.
Toshiba's cross-device success is one of a growing number of companies
achieving higher performance with Rocket Fuel; details of the campaign
can be found at: http://rocketfuel.com/successtory/detail/drives-32-more-visits-toshiba.
"Rocket Fuel is a key artner in driving online sales and increasing
brand awareness for Toshiba," said Vic Faria, Associate Director,
Digital Media - Initiative. "Its cross-device optimization offering
optimizes for the right media mix to drive higher conversion rates at an
optimal eCPA; in a recent campaign, consumers who received the optimal
media mix were 32% more likely to convert than display-only ad
recipients. It also enables the ability to dynamically reach our target
customers at the right time, on the right device, with the right
messages, at the moment of influence and at the closest point to the
moment of purchase. This is immensely valuable and a key strategy of our
digital media campaigns. We're not only receiving best-in-class campaign
performance, but also superior service from our dedicated Rocket Fuel
team."
Optimized Performance with Moment Scoring
Rocket Fuel is driving market-leading performance with Moment Scoring™
which uses Rocket Fuel's massive Big Data architecture to access
detailed, anonymous information about an individual - at a precise
moment in time, while on a specific device, to determine how likely it
is they will respond to the ad. Rocket Fuel Moment Scoring™ is a
real-time calculation of every moment of influence that optimizes
programmatic decisions and learns how to improve them over the life of
campaigns. Based on an evaluation of the campaigns run during the beta
period, Rocket Fuel achieved an average performance lift of 57% when
reaching consumers on multiple devices versus reaching consumers on only
one device.
"Cross device is the first step in the next generation of digital
advertising, which extends the benefit of programmatic everywhere -
across all channels and devices, including wearables, and in the future,
the Internet of things and beyond," said Simon Hayhurst, Rocket Fuel's
SVP of products and business development. "The days of an advertiser
approaching a campaign in a siloed, channel-by-channel and
device-centric manner are over, replaced by a significantly
higher-performing, customer-centric approach that offers the ability to
manage across the entire customer journey. With Rocket Fuel's AI-based
optimization, marketers can now reach an individual at the moment of
influence on the most appropriate device with the right message to
achieve their campaign goals."
Product Availability and Innovative Features to Drive Performance
Marketers achieve additional performance benefits for current and future
campaigns, including cross-device attribution, optimal media mix, and
prevention of campaign message over-saturation via frequency caps.
Rocket Fuel's cross-device capability supports both brand and
direct-response objectives, and is available immediately in North
America. It will be available globally by the end of 2015.
An on-demand webinar on Rocket Fuel's cross-device capability featuring
Nitin Chitkara, Senior Director of Mobile at Rocket Fuel, is available
at: http://rocketfuel.com/webinars/marketing-across-devices-optimizing-your-media-mix.
About Rocket Fuel
Rocket Fuel combines the science of Artificial Intelligence with the
scale of Big Data to improve the effectiveness of programmatic
marketing. Customers trust Rocket Fuel's Marketing That Learns™
technology to achieve brand and direct-response objectives in diverse
industries across North America, Latin America, Europe, and APAC. With
the acquisition of marketing technology firm [x+1] in September of 2014,
Rocket Fuel now offers a complete programmatic marketing platform for
the world's most innovative, always-on marketers. The platform includes
data management, programmatic media-buying, site optimization, and
predictive analytics capabilities that extend across a marketer's paid
and owned channels, and personalize every customer interaction. Rocket
Fuel operates in more than 20 offices worldwide and trades on the NASDAQ
Global Select Market under the ticker symbol "FUEL."
View source version on businesswire.com: http://www.businesswire.com/news/home/20150701005392/en/
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