AdReady
Brand: AdReady
Version 3
Executives Involved in The Campaign: Karl Siebrecht, Tom
Wilson, Olly Downs
Award Entry Contact Name:Lindsay Striln
Brief: Under the leadership of advertising, Web and software
pioneers from companies such as aQuantive, Microsoft, Concur, Hulu and
Classmates.com, AdReady’s groundbreaking demand side platform (DSP) has been
used to manage campaigns for more than 5,000 advertisers. More than a dozen of
the top 100 publishers, including Yahoo!, ESPN, MSNBC, New York Times and
Univision, use AdReady to power their display advertising platforms.
Since 2006, AdReady has revolutionized demand side display advertising
technology. First by launching the original DSP in 2007, and second by
developing the first template-based creative automation technology. But the
company’s greatest achievement lies in AdReady’s ability to holistically
execute on the three fundamental tasks of a DSP—and then continually optimize
each of these areas. The company’s platform enables advertisers to:
1. efficiently reach a highly fragmented online audience
2. find and target the most relevant audience segments for advertisers and
reduce wasted spend on irrelevant audiences
3. get the right message to the right audiences at the right time
Many of today’s DSPs provide the first and second, but neglect to provide part
three – the critical ability to rapidly create ads with tailored messages. This
typically results in advertisers not customizing the message (using one static
message for many audiences). But, increasingly, companies like airlines, chain
restaurants and universities, that require micro-targeted campaigns, are abandoning
DSPs that lack a strong creative component. Instead, these companies are
turning to AdReady’s all-in-one platform to access powerful creative automation
together with an intelligent and efficient buying and targeting process. Only
with AdReady can advertisers streamline and combine the process of generating,
testing and fine-tuning campaigns.
AdReady is the only DSP that enables display advertisers to leverage a single
service to target the right message to the right audience at the right time. This
distinct approach, something AdReady calls “Precision Campaigns,” is a
milestone for the industry, as it also unlocks some very valuable capabilities
now being made available by top ad networks and exchanges.
The display advertising ecosystem has undergone a major transformation over the
past few years. Ad exchanges and ad network operators have introduced new
technology that enables the discreet purchasing of audiences (as opposed to
inventory). This means, with the right DSP partner, an advertiser can reach
specifically defined micro-segments. AdReady designed its platform to unlock
this capability; the company’s intelligent buying platform maximizes access to
these micro-segments and connects advertisers with best-in-class automation
tools for creative development and testing.
But AdReady doesn’t stop at executing just the three fundamentals of a DSP. The
company delivers the built-in intelligence necessary to maximize delivery and
campaign performance across publishers, creative and placements. AdReady’s
cross-publisher and cross-campaign visibility allows inter- and intra-campaign
tuning of bid, budget, creative, placement and target definition, optimizing
delivery and performance to meet an advertiser’s goals. Only with AdReady can
meaningful and frequent optimizations be made throughout each campaign element,
driving up performance and ROI.
AdReady’s platform has advanced the market in three significant ways. First,
large advertisers can now disaggregate more generic campaigns and
cost-effectively create Precision Campaigns for multiple audience segments.
Second, digital marketing agencies no longer have to sacrifice their margins in
order to make sophisticated campaigns for smaller clients. “The AdReady for
Agencies platform allows us to cost-effectively provide our clients with
hundreds of top notch display ad creative together with precision targeting
capabilities,” said Spencer Ward, Interactive Account Manager, The Avala
Marketing Group.
Third, mid-sized advertisers can now utilize all the rich benefits of display
advertising – media, targeting, creative, optimization and more – just like
large advertisers do but at a price they can afford. “AdReady provided us with
access to many of the market’s top publishers, including several that we previously
deemed too expensive to advertise with directly,” said Athena Stevens,
Marketing Communications Specialist, University of Washington Professional
& Continuing Education. “As a result we were able to broaden our reach
without increasing our budget.”
AdReady’s latest Version 3 is the only platform that delivers on the three
promises of a DSP platform, while also offering continuous optimization.
AdReady’s methodology of combining media and target selection, creative and
placement optimization, and cross-publisher, cross-campaign delivery and
performance optimization, has made it the industry’s premier demand side
platform.
Link to Your Creative Materials:
Website: www.adready.com
White paper library: http://www.adready.com/resources
Advertiser case studies: http://www.adready.com/advertiser
Agency case studies: http://www.adready.com/agency
