What Does The Future Of PaperBoy Hold?
Posted on 17 April 2009 by Patrick FlanaganNo Comments
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Loading ...So “selling futures” is a common PR trick in the technology world. I’m not a huge fan, but I am a fan of showing real customers and partners glimpses of what is about to happen so that real market feedback and guidance can help shape the product.
Reading crystal balls and tea leaves is difficult, but one such soon-to-come strategic enhancement for PaperBoy will be the addition (or really deep integration) of Pointroll’s new AdControl system. The goal is to allow this dynamic ad generation tool to control (update & optimize) on a micro-targeted basis the following types of ad variables:
- Web site / publisher
- Ad placement
- Geography
- Publisher generated behavioral, demographic, or contextual data
AdControl also measures all the typical rich media metrics including:
- Interaction rate
- Brand time
- Click through
But aggregates the results of these and other metrics by individual creative and delivery variables. This capability enables more robust testing and optimization, as the technology will identify each ad version created and evaluate its performance as a single unit and against other versions, or as part of an entire campaign.
AdControl allows retailers and their agencies can produce, target and deliver PaperBoy ads dynamically, customizing creative elements including video, content, images, offers and more – all in real time and by non-technical personnel via an online interface
Where this powerful combination of the in-store, on sale offer data that ShopLocal offers + robust localized rich media functionality that PaperBoy offers + the dynamic creative and targeting controls that AdControl offers is…
- Creative Control: Imagine an ad unit where the background image is dynamically changed in run time based upon the user’s location. So if this was for a retailer like Walgreen’s, this would allow a user in Florida to have a sunny beach background while for the same retailer a user in Minnesota may have a snow lake background. This is an over-simplified example for sure, but it make the point. Any creative element (button, copy, images, text, etc) can now all be driven by extensive, easy-to-create and mange business rules
- Content Control: Image an ad unit where the offers (eg the products) that are displayed change based upon multiple factors such as the age of a user, the context of the placement and the categorical interest(s) of the user. So the women that is age 25 and has a strong category affinity to “fashion” gets women’s junior apparel content served into the PaperBoy ad unit vs. the man age 50 that likes “sports” would get golf clubs content inserted into his PaperBoy ad unit
Here are a few background resources to aide in getting a deeper understanding of AdControl:
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