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LONDON – 15th November, 2013 – IgnitionOne, a global leader in cloud-based digital marketing technology, has taken first place at the UK Search Awards in the Innovation category for its use of search for brand awareness.
IgnitionOne has been able to leverage its propriety audience Engagement Score to open up the media channel for use in online branding campaigns. Advertisers for brands whose purchase cycle usually ends offline, such as FMCG advertisers, tend to run brand awareness campaigns online and therefore, have steered away from search, traditionally used as a direct performance product.
Brand awareness advertising is notoriously hard to measure, as there is no single KPI representing effectiveness. IgnitionOne, by combining a number of different variables including percentage of new visitors, bounce rate, dwell time and the audience engagement score, were able to build a true interest profile of the individuals on a brands website and provide a more comprehensive indication of likelihood to convert offline. This provides brands with a more robust measurement of their online advertising success than standard click metrics.
In its entry, IgnitionOne referenced its recent case study with diary brand, Danone, and their use of the product to show the use of search to support online branding campaigns showed real return on its online advertising investment.
“It’s fantastic to be acknowledged for our innovation,” said Simon Haynes, UK managing director for IgnitionOne “Tonight’s award demonstrates how the IgnitionOne team is always striving to develop new products, and new ways to use existing products, to help our client’s online advertising campaigns succeed. A huge congratulations to the IgnitionOne team globally who have worked so hard to make IgnitionOne search a success.”
IgnitionOne® is a global leader in cloud-based digital marketing technology providing a world-class proprietary platform and expert services to improve digital marketing performance. IgnitionOne’s integrated Digital Marketing Suite (DMS) empowers marketers to centralize, manage and optimize digital media across Search, Display, Social and Mobile, and understand cross-channel attribution, while helping to optimize conversions on a marketer’s website through Marketing Automation. At the core of the DMS is the proprietary Engagement Scoring Algorithm which determines the value of a user in order to automate the delivery of the right message, at the right time, at the right cost, to a marketer’s users on and off their website.
IgnitionOne currently scores over 300 million users monthly in 55 countries and powers more than $30 billion in revenue each year for leading brands, including General Motors, DIRECTV, Ann Taylor, La Quinta, and Fiat, as well as advertising agencies such as 360i, GroupM and iProspect.
UK Marketing Manager
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Published on: 4:25PM on 15th November 2013