Fuelling targeted ads
By Steve Mullins. Rocket Fuel aims to show that content is not really king. “We prove every day that it isn’t – nor is it queen or jack,” Richard Frankel, president of the intelligent ad serving platform, tells brand-e. “Content is one of a number of things which make a campaign successful, and what’s really important is targeting the right person.”
And getting the content in front of the correct pair of eyeballs requires quality info and analysis, something the outfit believes it has in spades.
“We have so much data on the audience that we are able to do some very highly targeted marketing,” explains Dominic Trigg, general manager of Rocket Fuel UK. “Our technology really understands the information we have and there’s automated learning for fast insight too, something that enables clients to make smarter decisions.”
And Rocket Fuel, which already works eight of the top 10 Interbrand ‘Most Valuable Brands’ through relationships with major ad and digital agencies, is rolling out its audience-targeting technology in the UK with the promise of better ROI for brand marketers.
“In the US, we’ve done the regular clothes, travel and car retail, but we’ve also been working with non-traditional Internet products, like pickles, cake mix and butter,” says Frankel. “With these, it’s very much a question of reaching exactly the right audience, and we can prove that we’ve reached right in there and done just that.
“What we’re doing with Rocket Fuel is the latest stage of Net development,” he adds. “First came the websites with their digital advertising space, then it was the ad networks – now it’s the third phase where we are adding real intelligence.”
And Trigg believes the UK is ready to get clever with its marketing.
“In truth, there’s a lot of targeting which isn’t that well directed, and a lot of uncapped re-targeting too,” he says. “We’ve talked to a lot of agencies and they are very interested in the story we have to tell them.”
