It's Time To Innovate Performance Advertising (Yet Again!)
Paul DolanJune 2, 2015
It’s time to innovate performance advertising (yet again!)
In today’s increasingly fragmented media world, consumers are connecting across more devices than ever before. Smartphones, tablets, PCs, the Internet of Things – the list of our personal devices grows every day. Advertisers want to reach their customers across all these devices, but the complexity involved is becoming more difficult.
At the same time, advertiser clients are under immense pressure to deliver results from their digital budgets. Digital has always been the most addressable and measurable medium - offering clients the opportunity to target very precise audiences and display the correct message to the targeted user at the appropriate time. But how can advertisers move from simply measuring results to having certainty around the outcomes of their digital campaigns?
With these challenges facing advertisers today, now is the time for us to leverage the programmatic tools available to us to innovate performance advertising yet again. To take a mobile-first approach to guaranteed results.
Because all light which emanates from a device is an opportunity to make a connection. An opportunity to surprise and delight a consumer. And therefore an opportunity to cause a positive reaction for our clients.
This is why today we formally announce Light Reaction, a global, mobile-first performance advertising business.
Why are we at Light Reaction uniquely positioned to launch this mobile-first performance business? Quite simply, because we excel at the core building blocks of performance marketing and can therefore provide competitive advantage to our clients:
It starts with Technology. In the programmatic world today, technology is innovating how classic direct response channels drive performance. Light Reaction’s technology stack includes the mobile-first platform of ActionX and the multi-channel programmatic capabilities of QuismaX combined with the real-time audience segmentation and modeling capabilities of Turbine.
The more Data, the smarter the platform. We have Turbine, Xaxis’ global audience DMP, where we segment anonymous audience data at scale across all devices. Clients can bring their own 1st-party siloed data to produce the most powerful performance response models.
The great differentiator in performance is often Creative – creative which not only displays the most targeted message but takes it much further with device-optimized experiences which move the user closer to the client’s desired outcome. With the creative production experience of Xaxis AdLabs and the dynamic creative optimization capabilities of ActionX we have the tools in place to make the engagement rich and rewarding for both user and advertiser.
Our data shows high quality Media inventory drives higher conversion rates and better results. As part of GroupM, we foster relationships with high-quality publishers across mobile and desktop. Light Reaction combines local-market publisher relationships with the scale of open global exchanges, and always curates highly-viewable, brand-safe environments (because this is what drives the best performance for our clients).
What brings this all together is our Expertise – any programmatic business is only as good as the people operating the technology, mining the data and creating the experience. At Light Reaction, we have dedicated performance experts in 24 countries ready to drive performance for clients, global or local, large or small.
The importance of a scaled global footprint for performance should not be underestimated –Light Reaction provides clients a consistent global platform with local relevance and expertise. It’s why large retailers like Walbusch have seen such successful results from their work with Light Reaction.
Many advertisers around the world already work with Xaxis to target audiences and drive excellent performance for their campaigns. Moreover, GroupM and our agencies – Maxus, MEC, Mediacom and Mindshare - provide performance services and expertise to clients globally. These products and services will always be core to a digital performance marketing plan – this will not change.
However, for the advertisers ready to face the challenges of device proliferation and pressure on bottom-line results, Light Reaction innovates performance to the next level – providing a zero-risk option where clients pay only when performance is achieved.
Welcome to Light Reaction – the Science of Performance Advertising.