Rocket Fuel Leads in Targeting People Across Devices With 57% Average Performance Lift for New Cross-Device Capability
July 01 2015 - 9:00AM
Business Wire
Rocket Fuel's Latest Offering Combines Moment
Scoring™ With Cross-Device Capability for Market-Leading
Programmatic Marketing Platform
Rocket Fuel (NASDAQ:FUEL), a leading programmatic marketing
platform provider that uses artificial intelligence (AI) at Big
Data scale to optimize marketing ROI for global agencies and
enterprise marketers, today announced its Cross-Device capability,
a core feature of its Programmatic Marketing Platform. Rocket Fuel
Cross Device enables marketers to unify a campaign experience for
individuals across devices. By leveraging the industry’s first
AI-based cross-device optimization capability, marketers can now
deliver targeted campaign messages to individuals across devices to
drive higher performance with an average of 57% performance
lift.
Rocket Fuel is actively engaged with Nielsen in expanded
cross-device validation testing. Rocket Fuel is also an inaugural
member of the Preferred Partner Program to improve the measurement
of digital campaign performance for advertisers, agencies and
publishers.
Toshiba Cross-Device Campaign Success
Toshiba is a Japanese multinational corporation headquartered in
Tokyo, Japan. Toshiba engaged Rocket Fuel ad agency partner
Initiative to drive efficient “cost-per-site-lander” to the
Laptop/Tablet section of Toshiba.com. Rocket Fuel utilized
cross-device optimization leveraging display media on desktops,
smartphones, and tablets. During the campaign, Rocket Fuel found
the optimal media mix to drive optimal cost-per-site-visit
efficiency for Toshiba and maximize brand awareness. Toshiba’s
cross-device success is one of a growing number of companies
achieving higher performance with Rocket Fuel; details of the
campaign can be found at:
http://rocketfuel.com/successtory/detail/drives-32-more-visits-toshiba.
“Rocket Fuel is a key partner in driving online sales and
increasing brand awareness for Toshiba,” said Vic Faria, Associate
Director, Digital Media - Initiative. “Its cross-device
optimization offering optimizes for the right media mix to drive
higher conversion rates at an optimal eCPA; in a recent campaign,
consumers who received the optimal media mix were 32% more likely
to convert than display-only ad recipients. It also enables the
ability to dynamically reach our target customers at the right
time, on the right device, with the right messages, at the moment
of influence and at the closest point to the moment of purchase.
This is immensely valuable and a key strategy of our digital media
campaigns. We’re not only receiving best-in-class campaign
performance, but also superior service from our dedicated Rocket
Fuel team."
Optimized Performance with Moment Scoring
Rocket Fuel is driving market-leading performance with Moment
Scoring™ which uses Rocket Fuel’s massive Big Data architecture to
access detailed, anonymous information about an individual — at a
precise moment in time, while on a specific device, to determine
how likely it is they will respond to the ad. Rocket Fuel Moment
Scoring™ is a real-time calculation of every moment of influence
that optimizes programmatic decisions and learns how to improve
them over the life of campaigns. Based on an evaluation of the
campaigns run during the beta period, Rocket Fuel achieved an
average performance lift of 57% when reaching consumers on multiple
devices versus reaching consumers on only one device.
“Cross device is the first step in the next generation of
digital advertising, which extends the benefit of programmatic
everywhere — across all channels and devices, including wearables,
and in the future, the Internet of things and beyond,” said Simon
Hayhurst, Rocket Fuel’s SVP of products and business development.
“The days of an advertiser approaching a campaign in a siloed,
channel-by-channel and device-centric manner are over, replaced by
a significantly higher-performing, customer-centric approach that
offers the ability to manage across the entire customer journey.
With Rocket Fuel’s AI-based optimization, marketers can now reach
an individual at the moment of influence on the most appropriate
device with the right message to achieve their campaign goals.”
Product Availability and Innovative Features to Drive
Performance
Marketers achieve additional performance benefits for current
and future campaigns, including cross-device attribution, optimal
media mix, and prevention of campaign message over-saturation via
frequency caps.
Rocket Fuel’s cross-device capability supports both brand and
direct-response objectives, and is available immediately in North
America. It will be available globally by the end of 2015.
An on-demand webinar on Rocket Fuel’s cross-device capability
featuring Nitin Chitkara, Senior Director of Mobile at Rocket Fuel,
is available at:
http://rocketfuel.com/webinars/marketing-across-devices-optimizing-your-media-mix.
About Rocket Fuel
Rocket Fuel combines the science of Artificial Intelligence with
the scale of Big Data to improve the effectiveness of programmatic
marketing. Customers trust Rocket Fuel's Marketing That Learns™
technology to achieve brand and direct-response objectives in
diverse industries across North America, Latin America, Europe, and
APAC. With the acquisition of marketing technology firm [x+1] in
September of 2014, Rocket Fuel now offers a complete programmatic
marketing platform for the world's most innovative, always-on
marketers. The platform includes data management, programmatic
media-buying, site optimization, and predictive analytics
capabilities that extend across a marketer's paid and owned
channels, and personalize every customer interaction. Rocket Fuel
operates in more than 20 offices worldwide and trades on the NASDAQ
Global Select Market under the ticker symbol "FUEL."
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Rocket FuelErica Jacobs, 650-481-6178pr@rocketfuel.com
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