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Komli introduces Display + Search Ads = Search RePlay
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Komli the online ad network which has been in the news for various reasons ranging from their mixers to other announcement has come up with a unique offering Search RePlay, a solution that leverages the benefits of search and display advertising to create more value for advertisers.
Akshay Garg, Komli’s Business Head throws more light on the concept “Until now, when a user clicks on a search ad but does not convert, neither advertisers nor search firms are doing anything to follow up with
the user. Follow up is crucial. A click is an expression of interest but does not guarantee
conversion. Search RePlay, by leveraging Komli’s display network’s wide reach and retargeting
technology, increases the probability of conversion of those users who have clicked-through but
haven’t converted. These users are often the ones who are most interested in the advertiser’s
offering – it is just that they need longer to convert.”
So basically if a search ad is clicked upon by a user and the conversion has not taken place Search RePlay targets the same visior on other sites with a display ad thereby increasing the chances of conversions.
“If the customer does not make a purchase despite clicking on a search ad, there is little more that search advertising can do. Now, we can use display advertising to target those customers and therefore increase conversion rates,” adds Garg.
Komli will use cookies which anonymously track the websites the customers visit so that display ads are shown to the customer four or five times after they leave the advertiser’s site, following which they will be discontinued.
Though this may be looking like a great initiaive im not sure it will add too much to userfriendliness for the web (afterall who wants to see irritating banner ads?) Also it again focusses on ROI which as discussed in the recent IAMAI summit is starting to become the bane of the online advertising industry.
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