EngageClick announced a new consumer personalization platform that aims to improve the effectiveness of advertising engagement across multiple screens by learning engagement behavior patterns of consumers and by delivering predictive and personalized ads. The EngageClick Consumer Personalization Platform uses data driven technologies such machine learning and cognitive science to track customer data in real-time across mobile devices, tablets, desktops, and smart TVs.
By learning consumer engagement signals, the platform identifies personas at any point in time across multiple screens. Once a consumer persona is identified, it is delivered personalized ads targeted to the respective persona resulting in higher consumer engagement and deeper metrics.
“The ability to apply machine learning to creative, can change the whole dynamic of how brands can appeal to their customers,” said Brandon Berger, worldwide chief digital officer for Ogilvy & Mather. “Using big data to predict the most effective message to serve at the right time, will allows us to be programmatic on both sides of the creative and media equation. It will bring performance and brand much close to together.”
The platform is currently being tested with CPG, auto, retail, finance, media, entertainment, and travel brands, and testers report increased digital ad engagement by more than an of average of 50%. These major campaigns have enabled EngageClick to collect data samples in the millions, identifying key pattern in devise use, location behaviors, interaction styles, engagement preferences, buying behaviors, and regional trends.