SiteScout Introduces AdBuilder Tool with Dynamic Geo Macros and Social Widgets

The AdBuilder tool is an easy-to-use web-based interface inside the SiteScout RTB platform. It begins with an empty canvas and allows you to add various types of elements to create or augment display ad creatives.

Creatives are the cornerstone of all media buying campaigns. About 80% of the battle comes down to the effectiveness of creatives. Good creatives that drive engagement (CTR) result in lower effective cost-per-clicks (eCPCs) and effective cost-per-acquisitions (eCPAs).

** Demo video removed **

We have been working hard for the past few weeks on this new tool that allows RTB users to create their own ad creatives from within the interface. This new tool also allows advertisers to add dynamic elements like geo macros (city, region, country, etc.) and social widgets to their creatives!

1) Social Widgets

The proliferation of social sharing mechanisms on the web has been explosive in recent years. It’s only natural that these sharing technologies expand to display advertising and become integrated within creatives.

Widget Settings for Twitter

Right now you can add Twitter widgets for “following”, and “tweeting”. When social widgets are added to banners, they increase visitor response rates, add social proof to the campaign, and leverage the viral infrastructures of social networks.

2) Dynamic Geo Macros

The end result of using geo macros is the greater relevancy. Greater relevancy in creatives leads to higher CTRs and ultimately results in higher conversion rates and lower acquisition costs. The list of available macros is as follows:

{CITY} – Displays the visitor’s city name
{REGION} – Displays the visitor’s region name (province/state)
{COUNTRY} – Displays the visitor’s country name
{REGIONABV} – Display abbreviated version of visitor’s region (e.g., “CA” for California)
{COUNTRYABV} – Display abbreviated version of visitor’s country (e.g. “AU” for Australia)

One of the biggest challenges in banner advertising is the relatively low CTR with traditional display ads. With our introduction of dynamic display ads with integrated social widgets, we hope to improve the progress of this challenge.