The amount of noise in the industry today is unfathomable and growing. With more partners, more companies, and more technologies fighting for consumer attentions, part of our client’s challenge is to block out the noise and resonate with their audiences.
The UM Studios Addressable Content Engine (ACE) was formed to match media targeting with message relevancy, creating personalized content at scale by harnessing the power of 1 to 1 connections with audiences based on consumer insights and content consumption behavior, in the moments that matter most.
ACE puts audiences at the center of content creation and media plans. We do this by developing content tailored to the right person (audience), in the right place (contextual inventory), the right moment (real-world trigger) and in the right voice (partner) to create the most relevant message possible. From there, ACE dynamically assembles and distributes content in real-time to our consumers. This allows for our brands to fulfill on a wide range of upper to lower funnel tactics efficiently and effectively, all while driving the greatest success and breakthrough possible for our clients.
ACE integrates multiple APIs and custom script solutions to leverage numerous data sources in order to generate product and claim specific content which is promoted through a variety of consumer media touch points such as social, display, video. Working with various partners and brand teams, ACE is able to track and manage our priority offers/products across multiple sources to provide consumers with content that assists in their purchase journey, all based on various types of user engagement such as intent to purchase. ACE also has the ability to retrieve interaction data and return insights used to evaluate our KPIs for each campaign and product.
ACE is able to leverage assets directly from brand websites using xml feeds, custom scripts, and a clear design framework. This has given brands insight into where audiences are in the consumer journey and provided an opportunity to develop personalized content based on the different data extracted from the owned brand platforms, all in real time.
With the ability to generate a high volume of real-time updates, ACE is able to validate the unifying parameters that make creative optimizations possible.
By developing custom scripts, ACE is able to validate the priority content within the current xml and given campaigns. In addition, using standard digital best practices, ACE has been able to execute multiple creative versions from a single creative asset. These creative assets or shells can accommodate multiple animation styles, layouts, and functionalities while abiding to industry standard specs for the given channel or medium. Using the various data sets in concert with different ad technologies, ACE has been able to not only build dynamic creative with thousands of iterations but also manage and optimize campaigns based on various real time performance metrics.
ACE has been implemented in several markets across the globe, including the U.S., U.K., Australia and Hong Kong with dozens of others lining up to begin on-boarding. Brands who have leveraged UM Studios Addressable Content Engine (Johnson & Johnson, BMW, Fitbit, Hershey, Coach, McCormick, GoPro, to name a few) have seen fantastic results, shattering industry benchmarks by double digits for Awareness, Purchase Intent, Favorability and ROI.