24/7 Real Media targets conversion
WPP agency 24/7 Real Media is trying to improve conversion rates in search marketing by delivering ads based on users' search histories.
The new "Search Re-targeting" tool tracks when users click on paid-for
search ads and then uses that data to show them display ads. If people
search on Google or Yahoo! and then access content on 24/7 Real Media's
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network of 950 websites, they will be delivered ads based on their
search behaviour. The technology can deliver display ads based on search
queries up to a month previously.
Ed Stephenson, UK managing director of 24/7 Real Media, said the tool
aimed to increase conversion rates of people who click through on search
results.
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