DG MediaMind and Mi9 partner to enable advertisers to deliver personalised ads

DG MediaMind, the leading independent provider of integrated digital advertising solutions, and Mi9, one of Australia’s leading digital media companies, today announced a strategic partnership that will allow online advertisers to automatically generate and deliver customised ads to hundreds of audience segments based on any combination of geographic, behavioural or demographic data.

The partnership will see Mi9’s high-quality, rich data sources from an ever-growing 14.3 million active accounts, which includes ninemsn homepage audience data, integrated with DG MediaMind’s Smart Versioning technology, to enable advertisers to micro-target niche consumer groups on an unprecedented scale. The integration will allow advertisers to serve micro-targeted ads to lift standard CTR results by an average of 47 percent.

Says Matt James, managing director of Mi9 Media: “Dynamic ads mean advertisers can now tailor creative messaging based on Mi9’s extensive dataset – the result is an infinite number of personalised brand executions served to the right person, at the right time. As the first Australian publisher to partner with DG and offer this new technology to our clients, we’re now able to maximise RoI for our advertisers on a scale not achievable in the past.”

Says Carolyn Bollaci, regional vice president of ANZ for DG MediaMind: “Smart Versioning uses self-learning algorithms to understand which message gets the best response from each target audience and automatically optimises ads accordingly. By working with advertisers to develop creative with multiple variations appropriate for multiple target audiences, the technology can really lift results.”

Smart Versioning allows advertisers to run ad campaigns with multiple variants. Virtually any variable within an ad can be customised to the consumer groups an advertiser wants to reach, to create thousands of ad versions. The Smart Versioning tool generates ads automatically from Excel or online catalog data via an XML feed, so product SKUs, price codes, images and more can all become variables in an ad. Advertisers can also choose to use Smart Versioning to re-target users who visit their website, or abandon items in a shopping cart, with ads that potentially offer a discount or special deal to encourage them back to purchase.

Click for more information on DG MediaMind and Mi9.