Developed by New AI Marketing Lab and Creative Labs Units, Snippet Ads Are Hyper-Relevant Ads That Deliver 2.5x to 3x Higher Click-Through Rates vs. Static Banners.
RTB House, a global company that provides state-of-the-art marketing solutions for top brands worldwide, announced the general availability of new highly effective, dynamic ad banner creatives called Snippet Ads. They were developed and tested by its AI Marketing Lab and Creatives Lab, separate units focused on leading innovation for martech solutions. The general idea behind Snippet Ads is to increase the efficiency of prospecting campaigns.
RTB House, known for its ad-buying engine that is 100 percent powered by deep learning AI, has recently expanded its offerings to provide broader marketing solutions across the many global regions it serves for clients such as Adidas, Sephora, Trivago and O2.
Snippet Ads provide many of the benefits of dynamic creative optimization (DCO) including personalized messaging at scale by combining creativity and data for maximum impact. Provided in the form of a short HTML code and available “off-the-shelf” in various designs tailored to specific customers’ sectors with the ability to customize and test different messages, they’ve been proven to deliver 2x to 3.5x higher click-through rates (CTR) vs. static banners in A/B tests.
Based on beta customer feedback, RTB House’s labs have designed Snippet Ads to tackle many of the challenges marketers currently face with online display campaigns that now account for half of total media ad spending worldwide in 2019, per eMarketer.
“Those core challenges for marketers include a lack of personalization and differentiation that can cause banner fatigue, decreased user engagement and the fact that creatives with single, static offers often miss the mark with consumers,” said Gary Burtka, VP of U.S. operations at RTB House. “The future of marketing is personalized creative that’s hyper-relevant and dynamic, even for users that have not previously been to a website.”
Snippet Ads are especially effective at reaching new buyers, and RTB House’s deep learning algorithms power the personalization engine based on online users’ behaviors or fast insights through examination of page context (URL) and content in the main domain or subdomains.
“With the combination of deep learning and RTB House’s proprietary creative development process, we are confident that our new DCO solution is a game-changer,” said Burtka.
Prior to today’s launch, RTB House’s labs tested Snippet Ads across multiple use-cases including airlines, automotive and electronics manufacturers, classifieds, fashion brands, and online travel agency reservation platforms. Participating beta customers sought to avoid generic banner templates that deliver little branding impact and in some instances can affect brand perception negatively.
One beta customer was a major, worldwide automotive company. For the customer, RTB House conducted A/B tests to compare Snippet Ads versus the customer’s traditional static banners. The tests were run via two sections of two of the company’s websites. The initial test was for a five-day campaign period, while the second was a typical one-day campaign.
Due to the well-designed advertising strategy and the high quality of proposed banners, users on both sites that interacted with the Snippet Ads were more willing to click through specific offers which led to better performance results overall. More specifically, the CTR for Snippet Ads was almost 3.5 times better than the CTR for traditional static banners.
Snippet Ads can be used in a variety of ways by clients who have direct deals with publishers, advertisers or agencies buying ad inventory using DSPs and AdServers. Instead, RTB House is supplying its new creative display solutions and allowing clients to use them to drive the best possible results for their campaigns.