Turn Releases Next Generation of Its Media Buying and Optimization Platform
Turn simplifies the process of buying custom audiences at scale,
making it easier, more efficient and higher performing for leading
media buyers
REDWOOD CITY, Calif/PRNewswire/ -- Turn Inc., the smart
platform for digital advertising, today announced the release of the
Turn 2.0 Platform, its industry-leading real-time media buying and
optimization technology suite. The Turn 2.0 Platform is currently being
used by leading agencies and advertisers to simplify the online buying
process and drive higher campaign performance.
The Turn 2.0 Platform includes a series of feature upgrades designed
to simplify and improve the process of buying custom audiences at
scale. The new capabilities include single-click deployment across all
real-time bidding (RTB) inventory sources, automated budget allocation,
a revolutionary new audience extension technology that increases the
reach available for high value audience segments, enhanced interactive
graphical monitoring and reporting, and an automated system for
estimating audience reach and frequency before campaigns are launched.
Turn's easy to use platform consistently drives media performance
above and beyond advertiser goals at high volume. Across all campaigns
running on Turn's platform in December 2009, Turn's new optimization
technology provided an average 450% eCPA performance lift versus
non-automated baseline performance. Recent examples of successful
campaigns include:
-- Major telecom advertiser: beat CPA goal by 53%
-- Entertainment software producer: beat CPA goal by 59%
-- Internet service provider: beat CPA goal by 59%
-- Luxury hotel brand: beat CPA goal by 45%
"Developing solutions that help our clients take advantage of the
changing media landscape is an important strategic focus," said Matt
Spiegel, CEO, OMG Digital. "One such goal is improving the performance
of display advertising through the combination of advanced targeting,
use of inventory trading platforms, and technology driven optimization.
We're pleased with Turn's ability to provide the infrastructure
necessary to generate performance lift through their audience targeting
and real-time bidding optimization capabilities, and as a result we're
utilizing Turn's demand side platform for an increasing number of our
clients."
Turn's enhanced platform delivers extensive improvements in
flexibility, usability, targeting and measurement. The new capabilities
include:
-- Single-click deployment and global frequency capping across all
real-time bidding inventory sources. The new deployment process
enables a campaign to be launched to multiple exchanges and publisher
yield optimizers simultaneously, while the global frequency cap
eliminates the media buy overlap and excess impressions that would
traditionally occur when buying the same audience across multiple
inventory sources.
-- Automated budget allocation for RTB optimization. The Turn 2.0
Platform analyzes thousands of performance factors to dynamically
re-allocate budget between inventory sources on a continuous basis.
This capability maximizes media spend ROI and saves campaign managers
the hours of work traditionally required to analyze campaign
performance and manually re-allocate budget across each inventory
source in the campaign.
-- An audience estimator that enables media buyers to model and
understand the audience reach and impression frequency available for
any custom audience segment before a campaign serves its first ad.
The audience estimator eliminates the waste associated with targeting
audiences that are either too narrow or too broad.
-- An "audience expander" that enables the campaign manager to select any
high value or scarce retargeting or behavioral audience segment, and
then receive a visual analysis and automatic targeting of high
performance "act-alike" audiences that would otherwise be missed
through traditional media buying.
-- Enhanced, interactive monitoring and reporting capabilities that
display campaign insights and trends, and also highlight and visually
explain both the manual and algorithmic changes that have been made to
the campaign. As Turn automatically optimizes campaign performance,
these optimizations are charted and explained, providing an
unparalleled level of transparency into the platform's sophisticated
"black box" optimization technologies.
"The industry is changing fast. In order for media buyers to take
full advantage of the new world of audience targeting and real time
bidding, they need innovative technologies that empower them to
understand not only what audiences and impressions to buy, but to
simultaneously eliminate the complexities of how to buy them," said
Bill Demas, President and CEO, Turn Inc. "Turn's newly enhanced smart
platform features all of the tools, targeting, algorithms and analytics
necessary to plan, execute and optimize media buying - all seamlessly
integrated into a single platform."
About Turn Inc.
Turn's mission is to deliver the most effective data-driven
advertising in the world. Our focus is to create deep customer intimacy
between the marketer and their targeted audiences while delivering
outstanding results. Turn is powered by its real-time media buying and
optimization platform that delivers custom audiences at scale,
exceptional performance, and insightful analytics to advertising
agencies and premium brand advertisers across all quality inventory
sources. The company is based in Silicon Valley with locations in New
York City, Chicago, San Francisco, Los Angeles and Charlotte. For more
information, visit http://www.turn.com/.
For more information or to schedule a demo
contact:
Chris Kermoian Lauren Karp
Turn Inc. Sparkpr for Turn Inc.
(650) 353-4378 (415) 533-4000
chris.kermoian@turn.com lauren@corp.sparkpr.com
Source: Turn Inc.
Read more