19th May 2008
TBG London, the independent digital advertising agency, has launched its new analytics division – TBG Analytics - with a campaign from Ocean Finance. The division, which has developed its first product, and has a second in production, aims to revolutionise the way in which a client’s campaigns are optimised.
The first campaign, which broke last week, tested copy variations on a video creative using the in-house technology. Copy was fed into the ad via a live XML feed and any changes made to the feed were reflected in the ad immediately. The technology tested and tracked response rates to a direct response campaign, in real time, and varied the call to action messaging from “mouseover” to “rollover”. Results showed the word “mouseover” produced significantly higher response rates. The technology also allows for other creative elements such as format, design and messaging to be changed in real time and then to be monitored and manipulated to ensure conversions are maximised.
A second campaign, focusing on borrowing through the credit crunch and set to launch next week, will test more dramatic variances in copy changes such as “Ocean Finance – Still Lending when others aren’t!” or “Survive the Credit Crunch with Ocean Finance!”
Chris Ball, TBG’s creative director and head of the new analytics division said: “We’re always looking for ways to test variances in our client’s campaigns and understand quickly what does and doesn’t work. This campaign for Ocean Finance is the first of many that we’re planning to roll out across other clients.”
Stuart Johnson, marketing director at Ocean Finance commented “Ocean Finance have worked closely with TBG to develop a series of creative messages that can be fed directly into the ad using this new technology. It has already proved to be an extremely useful tool that allows us to maximise the effectiveness of our digital campaigns in real time. In a narrowing market it’s technology like TBG’s that will help us minimise unnecessary cost and focus on campaigns that truly deliver the best results.”
The second product in TBG’s analytics portfolio will be used in paid search campaigns and will be used across 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 London have recently won digital briefs from Harrods and Ladbrokes.
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