TBG London the independent digital advertising agency, has launched a new division - TBG Analytics. The division, which has developed two unique, bespoke products, hopes to revolutionise the way in which a client’s campaigns are optimised.
The first product will monitor and track different versions of ads in real-time, allowing TBG to identify content that performs best. A variety of creative elements such as format, design and messaging will all be monitored and manipulated to maximise conversions. The technology, developed in-house by TBG, does not use ad-servers or third party tools, allowing immediate optimisation of campaigns.
The second product will be used in TBG’s paid search campaigns and will be particularly useful for retail clients. Any out of stock products flagged on a retailer’s website will be immediately recognised and the keyword driving traffic to that particular item will automatically be paused.
TBG will roll out this technology across several of its clients, the first of which will be Ocean Finance, allowing a more sophisticated and complete offering for their digital campaigns.
Chris Ball, TBG’s creative director and head of the new analytics division said: : “Our clients are always looking for ways to test variances in their campaigns and understand quickly what does and doesn’t work so they can apply those learnings across other products or markets.
Gone are the days when creative is published and clients wait until the campaign ends, hoping the design and copy decisions were right. Our new tool puts the power of a good performing digital campaign back into the hands of client.”
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