iProspect India, the digital performance agency from Dentsu Aegis Network, has launched Solutions Labs to provide marketing solutions driven by tech and data to its clients. As the first step, the agency has introduced ‘iOptimize’, which aims to improve the efficiency of its clients’ search campaigns.
Running multiple campaigns across sectors for any client requires a vast variety of ad copies. iOptimise creates dynamic keywords and ad copies from client content management system (CMS) and is very useful especially in the travel and e-commerce categories. The solution will help clients by driving personalisation at scale.
The proprietary solution gets the client data through client CMS. With the help of artificial intelligence, it services the search queries with a precise message. Then, ads are dynamically created based on a user's query and backend data. Once that’s done, through automation, the ad shows up for the user who searched for the query. This way, the whole process of writing copies for specific ads will be done without any manual work. This will not only help the agency create micro-campaigns but also personalise ads for better consumer experience.
Karan Jaitapkar, EVP, Technology, iProspect India, said, "Consumer Experience Management with the power to personalise is key to successful implementations in digital. With this tool, we aim to bridge the gap between personalised search keywords and personalised messages."