How not to serve Steve Jobs a Samsung Galaxy Tab ad
AUGUST 17 2011 LONDON – Struq, the ad personalisation and optimisation platform, announced today the launch of the WHO engine, a core piece of technology able to predict with 80% accuracy the probability of a specific user clicking and buying a product or service through a Struq ad.
The question of frequency capping is becoming increasingly problematic for online advertisers. Successful online advertising requires reach and impact however potential customers can soon begin to feel “stalked” by an ad if it is served repeatedly, especially if it is irrelevant to them. “Stalking” occurs when users are not in market for an advertiser’s services but are served display ads regardless.
Building on the technology that underpins Struq’s Creative Optimisation Engine, the WHO engine is a matrix factorisation algorithm that uses Bayesian filters to process 8.1 billion data points in real time to predict the probability of a user clicking on a Struq ad and buying the product or service.
Struq’s WHO engine has shown an 80% level of confidence of predicting user behaviour correctly. This means that when Struq predicts a user’s behaviour, the actual subsequent behaviour of the user will match Struq’s prediction 80% of the time. The benefit to Struq’s clients is that 4/5 of the ads that Struq serve will reach in-market customers who are most likely to click and buy through a Struq ad.
The WHO engine assigns each individual user with a score which is used to determine the probability of that individual buying a product or service through a Struq ad. This technology means that impressions are not wasted on users who are not in market for the particular product or service advertised and enables advertisers to advertise more accurately and efficiently by focusing solely on the most profitable users. When combined with Advanced Creative Optimisation, the WHO engine ensures that, through personalised frequency capping, the end user will no longer repeatedly be shown irrelevant ads – Steve Jobs would not receive ads for the Samsung Galaxy Tab – so they will be more receptive to the relevant, personalised ads they are subsequently served. This translates into £19 revenue on every £1 spent by a Struq client, and enhanced brand value and recognition as customers associate the client with quality, relevant ads.
The WHO engine is core to Struq’s proprietary advanced technology. It is available to Struq’s client base and is compatible with every Struq ad in every format. As Sam Barnett, founder and CEO of Struq, explains “the success of a campaign depends on understanding what the customer wants and being able to deliver this when, where and how they want it. The technology behind the WHO engine enables Struq to do this and exceed their clients’ expectations in an unprecedented way.”
A retargeted display ad will encourage 1,000% more people to search for a product than a standard ad
A newly released insight study by ComScore in the US provides empirical evidence for what we have known all along – Just how important a decision it is to employ the right targeting strategy for your display campaign. A retargeted display ad will encourage 1000% more people to search for a product than a standard display ad. That tactic worked twice as well as buying audiences. Buying placements on premium sites was the third-best-performing option.
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Sam wins the Technology Award in the Square Mile’s 30 Under 30
Congrats to our very own Sam Barnett on winning The Square Mile 30 Under 30 London Talent Awards
In his own words, “Even being nominated for an award of this calibre, amongst other innovative entrepreneurs deemed the ‘future of London’ is both exciting and humbling. Awards like this form a bond between the public and business sectors, allowing consumers voices to be heard and businesses to be held accountable and to be praised for working in the right direction. My colleagues at Struq are excited to be part of an ever-growing business shaping the future of display advertising.”
Struq’s smart new look
Welcome to the new and improved Struq website!
Struq offers the very best and most effective personalized retargeting and creative optimization solution and to make sure our business is as smart as our technology, simple to understand and easy to buy, we have created a helpful new website and a sharp new image.
We’d love to know what you think of it, so please email info@struq.com with any comments / ideas.
