April 12th, 2011 (San Francisco @ Ad:Tech). Having successfully delivered fully managed search retargeting campaigns at scale for agencies and brands, Chango is now providing direct access to its technology for self-serve marketers and partners. As of May 2nd, clients will be able to harness the power of Chango’s Intent Marketing Platform to launch and optimize campaigns with the same level of control as they have with a SEM campaign. Clients already on board with Chango’s solutions include iCrossing, Booyah, AKQA and Clickable.
“While we continue to expand Chango’s fully managed solutions, the direct access we are providing to our Intent Marketing Platform satisfies a demand from marketers who are looking to get more hands-on, particularly search marketers. Using our dashboard, these marketers can now target in-market shoppers and keyword searchers right down to the keyword level” said Chris Sukornyk, founder and CEO of Chango.
Chris Wallace, SVP Media, iCrossing said “we are excited about the results we are seeing with Chango’s search retargeting offering and are looking towards a more enhanced integration. Search retargeting is positioned at the crossroads between search and display, using the best of both mediums. The use of search data as a measurement of consumer intent has already been proven in SEM and can be applied to display through this solution; enabling campaigns to successfully achieve both acquisition and brand messaging goals for clients.”
Whilst Chango’s first offering on the platform has been search retargeting, a highly targeted solution that finds those individuals who are expressing the intent to take an action in the form of a search action, other types of intent marketing include site retargeting that talks specifically to previous site visitors. The combination of both search + site retargeting in one platform makes for an intuitive and powerful combination.
Troy Lerner, President of agency Booyah commented on the performance they have been seeing for a variety of their clients. “Our clients expect us to bring them the newest and most effective methods for meeting ROI goals – Chango has been a top performer across all of our media options for the past several quarters.”
In addition to today’s announcement of self-serve access, partners can also connect directly into Chango’s platform through an API. Programmatic access allows search management platforms and other ad platforms to seamlessly launch and optimize hundreds of campaigns that use RTB (Real Time Bidding), including site and search retargeting.
“Search retargeting is not only a smart strategy on its own, it’s a great way to expand the ROI of your hard-earned and highly qualified paid traffic,” said Peter Chun, Senior Director of Solutions at Clickable. “We look forward to working with Chango to expand our retargeting solutions to search and social advertisers across our platform.”
Mazdak Rezvani (VP Engineering) elaborates. “Unlike most ad companies that rely on third party demand side platforms, our platform is directly connected to all major ad exchanges via our own proprietary RTB system and has the ability to bid on billions of ads today. This direct connection allows us to optimize media buying down to each individual, thereby efficiently optimizing campaigns. Customers of our Intent Marketing Platform can now access this power under their own terms.”
Customers interested in our self-serve dashboard should pre-register at: http://www.chango.com/.
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