‘Best price for iPhone’, ‘Footlocker store near me’, ‘BMW safety review’, ‘first-time buyer mortgage calculator’ – search is the intent engine of the internet. There has never been any doubt that search provides red hot intent signals that give advertisers assurance that in-market users are within reach.
For the past six years Captify’s Search Intelligence has been driving acquisitions, sales, ROI, downloads, test drives and more for brands like Ebay, Amex and BMW. Earlier this year on the Captify stand at dmexco, Captify’s CPO, Glen Ames took visitors of the show through a journey of evolution and innovation from Captify’s inception into the market 6 years ago to today and how machine learning has revolutionised strategies across DR and brand solutions.
Addressing hundreds of visitors in the main hall at the Kolnmesse, Glen said this specifically on Captify’s revved up DR solution:
“Traditionally programmatic vendors have relied on 3rd party, assumptive data sets which mean brands are often targeting the same users, leading to wasted impressions, conversion duplication and often suffering from an inability to scale. Captify use fresh dynamic search data which helps brands reach new and untapped audiences, but billions of search data is not enough.”
“Search is a complex data set and it needs a robust tech stack to extract true value to really open up scaling opportunities”.
Demonstrating innovation in Captify’s semantic machine learning technology he showcased new advancements that have bolstered conversions by up to 50% on DR campaigns.
NEW PRODUCT UPDATES INCLUDED:
User scoring
Captify’s latest product release has a new dynamic bid allocation which scores a users propensity to covert.
The score combines users search relevancy to the campaign goal, with frequency and recency to deliver a probability of conversion for every user.
Reduction in latency
The latest release also has had a focus on reducing the latency between when data is collected, analysed and available to target.
Doubled the volume of intent data
With double the volume of intent data to fuel Captify auto optimiser algorithm and insights, the platform is driving more users with higher intent than ever before
