Liftoff Launches First-Ever Machine-Learning Approach to Mobile Ads That Programmatically Assembles and Delivers Hyper-Personalized Advertising Creative in Real Time
SeatGeek, Ibotta and The Match Group already realizing a 150-400% lift in mobile app conversions, while simultaneously saving thousands of hours and millions of dollars in the ad creative process
PALO ALTO, Calif.--June 20, 2016--Liftoff, the leader in performance-driven mobile marketing solutions, today announced a revolutionary next step in mobile advertising. Liftoff’s new product, Dynamic Ads, extends programmatic technology into a new arena, ad creative. The new technology constantly learns and automatically adjusts the creative content of a mobile ad based on the individual receiving it--resulting in massively higher install and conversion rates of 150-400% and representing one of the biggest technology advances within the industry for 2016.
Every brand manager has the same complaint: they love that they can buy and target programmatically, but hate dealing with the manual process of creative design and testing. Every marketer really wants to personalize all different aspects of the ads to a person and fully realize all of the optimizations possible to achieve maximum campaign effectiveness.
“As an industry we’ve come a long way from banners to native ads. Liftoff’s Dynamic Ads is another big step forward for mobile marketing tech,” said Michael Dearing, founder of Harrison Metal, an early investor in AdMob, mopub and now Liftoff. ”The biggest opportunity for a mobile marketer is changing creatives dynamically. The machines can learn, version, and optimize from your own huge creative library. Talented designers and creatives can drive more lift with less work. Dynamic Ads amplifies the design team’s strengths.”
The Current Way
Delivering highly personalized ad creative to different audience segments, with custom images, messaging and content, is a manual process. Yet advertising effectively on mobile platforms today requires dozens, if not hundreds, of different ads to be manually designed, built and tested for each audience segment--a major challenge for most mobile marketers.
Traditionally, ad creative for mobile is built by creative design teams who craft a multitude of possible iterations, which are then deployed, measured and optimized by marketers to deliver the best performance. All in all, it is an exhausting and tedious process on both the creative and analytical fronts, and can easily consume up to 40 hours a week across all team members. Yet despite the amount of time and labor put into designing ad creative, most mobile advertising campaigns consist of generic, low-performing creative ads.
The Dynamic Way
Enter Liftoff, which has spent the past two years developing the first programmatic approach to producing and optimizing high performing mobile ads. By leveraging machine-learning algorithms and a large database of mobile profiles, Liftoff enables marketers to programmatically assemble and deliver hyper-personalized ads to ensure that the creative resonates with the mobile user, resulting in significantly higher rates of app installs and post-install conversions.
With Dynamic Ads, the mobile marketer simply provides assets to Liftoff--images, text, colors, video, etc.--and the system takes it from there. Leveraging Liftoff’s database of over 2 billion mobile profiles, Dynamic Ads generate customized ad creative in real-time that’s tailored to the individual based on device type, demographics and behavioral data like age, gender, income and location. The result is a more personalized and rich ad experience that simply performs better than non-dynamic, non-personalized ads--increasing install and post-install conversion rates by 150-400%, while significantly reducing the manual effort of the marketing team.
SeatGeek, Ibotta and The Match Group are already seeing the benefits of running Dynamic Ads vs. non-dynamic ads.
“We’re seeing great performance lift from Dynamic Ads, and it’s yet another example of how Liftoff is leading the the field through data, innovation and performance,” said James Peng, Head of Mobile App Acquisition at The Match Group. “This is a smart team that delivers, and they’ve taken programmatic mobile advertising to a whole new level.”
“Consumers demand relevant, custom-tailored content delivered directly to their smartphones, so we were looking for ways to dynamically personalize our ads,” said Diana Kim, Senior Growth Marketing Manager for Ibotta. “Liftoff’s Dynamic Ads solution has helped us drive high-impact messaging, which has created significant efficiencies within our campaigns.”
“The inspiration for Dynamic Ads stemmed from both a desire to deliver better ad campaign performance as well as to reduce the frustration our customers experience in creating high-performing ads,” said Mark Ellis, CEO of Liftoff. “In two years, nobody will waste time manually building hundreds of creative options.”
Dynamic Ads is a fully-managed service with 25 different ad templates, including vertical-specific templates in dating, shopping, gaming and finance. However, the actual number of different ads that can be served up is unlimited. For example, if a shopping app plugs in ten different creative elements, Dynamic Ads will assemble an ad on the fly, choosing the optimal ad elements based upon the preferences and behavior of the user who will see the ad.
To learn more about how you can make your mobile ads dynamic, please visit http://liftoff.io.
Liftoff is a performance-based mobile app marketing and retargeting platform which uses post-install user data to run true cost-per-action user acquisition and retention campaigns. Powered by advanced machine learning and lookalike targeting, Liftoff campaigns are optimized to drive actions beyond the install, like booking a hotel, making a purchase, and subscribing to a service. Based in Palo Alto, CA, Liftoff works with leading app publishers and brands.
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