Skip to main content

RevJet Launches Its Creative Side Platform So Ads Can Fight For Their Survival

Several ad creative variations on RevJet, with heat maps showing most clicked areas

Several ad creative variations on RevJet, with heat maps showing most clicked areas

Startup RevJet wants digital ads to engage in a survival of the fittest.

Today, the San Carlos, California-based company is launching a new creative platform that automatically tests ad variations. By winnowing out the winners, the company says it can dramatically boost response rates.

Called the Creative Side Platform or CSP (yes, more ad tech initials!), the new product is the “first platform to enable continuous [ad] testing at scale,” the company said.

Other types of ad creation platforms offer creative control and testing of alternatives. RevJet founder and CEO Mitchell Weisman told me that those platforms enable a marketer to quickly generate and deploy a shoe ad, for example, if a user visits a page showing shoes on a web site.

But optimizing ads on those platforms via testing is a “painful and episodic” process, he said.

By contrast, he said, RevJet’s CSP makes all ads automatically and regularly run through a more extensive kind of Darwinian gauntlet. A given ad creative, along with several creative variations, will be served to similar ad inventory and under similar conditions, such as time of day.

The campaign-specific conversions — such as a user filling out a form or making a purchase — are tracked for each variation, and the platform automatically removes the ads that fall below a given threshold. The best-performing winners then represent the active generation of ads.

The key problem to be solved, Weisman said, is that only a tiny sliver of digital ads receive any response, so emphasizing the few that do perform could multiply returns.

The word that Weisman often used to describe this process to me is “effortlessly,” in that optimizing the best ads through experiments on the CSP is not some side event, but an intrinsic part of the workflow.

Microsoft’s Testing

Microsoft is one of the companies that has been testing the CSP through its beta period.

Diana Choksey, Media Technology and Ad Operations Lead at Microsoft, told me that her company is “getting two to three times better conversions for the same amount of ad spend through RevJet.”

The testing was conducted over three months to promote a Microsoft product — she preferred not to name which one — to students.

Choksey pointed out that Microsoft’s implementation of RevJet’s ad optimization works in conjunction with two demand-side platforms, RadiumOne and Rocket Fuel, that optimize the media — that is, they find the best ad space and the best time for the targeted audience. But, she acknowledged, the ad inventory and delivery times for each ad variation during the beta campaigns were essentially the same, so that the variable was the ad creative provided through RevJet.

In one campaign Microsoft conducted, the initial thesis was that ads with photos of students using the Microsoft product would work best. But, over several optimizing iterations on RevJet, it turned out that what Choksey described as “the antithesis” was true — ads using a solid block of color with text and no photo worked best for standing out from the clutter.

She also complimented the “very smart ad production” section in the RevJet platform, in that ad creation is straightforward and bulk changes can readily be made across ads.

The CSP also allows marketers to see heat maps showing what part of the ad creative received the most clicks, so subsequent designs can emphasize those elements. The platform currently handles display ads, but the company says it can also manage other ad formats, including video and native, for desktop or mobile websites and for mobile apps.

RevJet is a spinoff of a previous company that Weisman headed, LifeStreet Media, which provides in-app advertising.

via Marketing Land


Popular posts from this blog

6 types of negative SEO to watch out for

The threat of negative SEO is remote but daunting. How easy is it to for a competitor to ruin your rankings, and how do you protect your site? But before we start, let’s make sure we’re clear on what negative SEO is, and what it definitely isn’t.Negative SEO is a set of activities aimed at lowering a competitor’s rankings in search results. These activities are more often off-page (e.g., building unnatural links to the site or scraping and reposting its content); but in some cases, they may also involve hacking the site and modifying its content.Negative SEO isn’t the most likely explanation for a sudden ranking drop. Before you decide someone may be deliberately hurting your rankings, factor out the more common reasons for ranking drops. You’ll find a comprehensive list here.Negative off-page SEOThis kind of negative SEO targets the site without internally interfering with it. Here are the most common shapes negative off-page SEO can take.Link farmsOne or two spammy links likely won’…

Another SEO tool drops the word “SEO”

This guest post is by Majestic’s Marketing Director, Dixon Jones, who explains the reasons for their recent name change.
Majestic, the link intelligence database that many SEOs have come to use on a daily basis, has dropped the “SEO” from it’s brand and from its domain name, to become Since most people won’t have used Google’s site migration tool before, here’s what it looks like once you press the “go” button:

In actual fact – there’s a minor bug in the tool. The address change is to the https version of (which GWT makes us register as a separate site) but that message incorrectly omits that. Fortunately, elsewhere in GWT its clear the omission is on Google’s side, not a typo from the SEO. It is most likely that the migration tool was developed before the need for Google to have separate verification codes for http and https versions of the site.
The hidden costs of a name change
There were a few “nay sayers” on Twitter upset that Majestic might be deserting it…

Software Review Site TrustRadius Has A New Way to Treat Reviews Obtained Through Vendors

Online user reviews are the most powerful marketing technique for influencing purchase decisions. But do they accurately represent the views of most users?Today, business software review platform TrustRadius is announcing a new way — called trScore — to handle the bias introduced in reviews by users obtained through the vendor of the reviewed software product. The site says more than two million software buyers visit each year to check out its product reviews.To understand trScore, let’s first look at TrustRadius’ approach.The site says it authenticates all users through their LinkedIn profiles. It also requires users to answer eight to ten questions about the product, in order to weed out users having no familiarity. Additionally, a staff person reads every review before it is posted, and the site says about three percent of reviews are rejected for not meeting guidelines.As for the reviews themselves, TrustRadius puts them into two main buckets: independently-sourced reviews and ven…