Ad Startup Creates Dynamic Banner Ads
By Anna Johnson on November 28th, 2008Startup company, SnapAds has created an ad service that dynamically adjusts the appearance of banner ads over time to maximize engagement and increase clickthroughs.
A three day trial of the service saw a campaign for a film experience an increased clickthrough rate of 1,922 percent.
To use SnapAds, advertisers simply provide a special Photoshop file containing a number of specially-tagged layers (containing the art and text assets that can potentially be displayed in their ad) and rules about which elements may and may not appear at the same time.
Subject to these rules, SnapAds displays ads with random combinations of the assets and then, over time, identifies and serves those ads which generate the most clicks. According to SnapAds’ co-founder David Rusenko, a fully refined ad takes around one million impressions. The system, however, will continue to optimize a banner indefinitely.
Source: Jason Kincaid, “SnapAds: Survival Of The Fittest Meets Madison Avenue”, TechCrunch, November 25 2008
