Customer Survey Indicates 96 Percent Will Increase Online Video Advertising Spend in the Next Three-to-Six Months; 62 Percent Will Do This to Bolster Brand Awareness
REDWOOD CITY, Calif., – May 16, 2012 – Turn today expanded its cross-channel campaign management capabilities with the introduction of advanced video advertising features: video engagement optimization and video companion ads. In conjunction with the release of these new features, the company also renamed its cloud applications to Turn Audience Suite and Turn Campaign Suite, better reflecting the breadth of services offered by those products.
New Video Advertising Features
Turn’s new video engagement optimization capabilities help marketers maximize the impact of their online branding campaigns. This feature will predict users who are most likely to view video ads to completion and also predicts users most likely to take action on ads. In a May 2012 survey of Turn customers, more than 90 percent indicated they planned on increasing their online video advertising budgets in the next three-to-six months. Additionally, 62 percent indicated increased brand awareness as their objective for online video advertising.
“Exchange-based video buying is the fastest growing segment of the digital advertising industry,” said Dan Mosher, General Manager of the BrightRoll Exchange (BRX). “Through its video engagement optimization, Turn can achieve its clients’ branding objectives when bidding on the BrightRoll Exchange.”
New video companion ad capabilities help marketers augment video creative with display advertising. Marketers can create a more integrated messaging experience for prospects by placing display ads with a specific call-to-action alongside video ads that include brand messaging. This technique can increase direct response to video campaigns, and also aid brand awareness. In the May 2012 survey, more than 60 percent of customers said they measure the effectiveness of online video campaigns with ‘click through’ metrics, underscoring the importance of this feature.
“Turn now offers a powerful solution for executing and optimizing online video campaigns, alongside our industry-leading display advertising capabilities. As consumer video viewing rapidly shifts online, marketers can now use our cloud platform to build high-performance cross-channel brand and direct response campaigns that engage their most important customers and prospects,” said Bill Demas, president and CEO, Turn.
New Product Names
Also today, Turn announced new names for its cloud marketing applications: Turn Audience Suite and Turn Campaign Suite. The word “Suite” was selected to capture the breadth of offering Turn is bringing to market, while the “Campaign” designation more accurately reflects how customers are using Turn’s demand side offering to precisely execute and optimize their digital advertising campaigns, and not just for media buying.
These two industry-leading marketing applications are built on the Turn Cloud Marketing Platform. Built on a combination of open-source and proprietary technologies, the platform meets Internet-scale requirements for redundancy, horizontal scalability, and operational efficiency. It includes low-latency infrastructure, an advanced data warehouse, powerful learning algorithms, and the industry’s fastest real time bidding engine. Every day, this platform makes over 30 billion advertising decisions, analyzes over 1.5 trillion customer attributes, and provides customers with instant access to billions of digital advertising impressions.
For a full report on the survey results, please visit us at www.turn.com.
Turn delivers real-time insights that transform the way leading advertising agencies and marketers make decisions. Our cloud applications and Internet-scale architecture work together to provide a complete picture of customers, execute cross-channel campaigns, and connect with a worldwide ecosystem of more than 100 partners. Turn is headquartered in Silicon Valley and provides its platform, products and services in North America, South America, and Europe. Company revenue has more than doubled every year of Turn's existence. For more information, visit turn.com or follow @turnplatform.