Sokrati announced the launch of its personaAds advertising and analytics platform that marries user psychographics, creative analytics and product merchandising to reduce an advertiser’s experimentation costs by upto 80%.
The personaAds platform brings the science of offline shopping to online advertising by enabling the advertiser to focus on how different online shoppers respond to different variables such as messages, products, brands and prices. This coupled with statistical techniques such as Design of Experiments helps the advertiser experiment across all these variables at a fraction of the cost. personaAds automatically identifies relevant and custom audience personas for the advertisers’ business, generates ads based on product SKU level feeds, and identifies what creative elements drive the most ROI.
Sokrati personaAds’ most unique proposition is that it transforms dozens of complicated targeting options into customizable and identifiable personas specific to the needs of the advertiser across online advertising channels. Talking about the platform, Rahul Kulkarni, Chief Product Officer – Sokrati says “We see that the next evolution in ad technology is to move away from draconian user-demographics based targeting to a more sophisticated user psychographics and predictive intent based targeting. Instead of thinking in terms of [Age:30-35, Gender:Female, Interest:Green Peace], we build a persona of [Value conscious young mom, with 2 kids, an hour-long daily commute and a passion for being environmentally friendly]. By customizing the ad creative based on what appeals to the target persona, we ensure that the right message reaches the right audience, driving better conversions. “
Most agencies and platforms provide traditional reporting at campaign and ad level metrics. With Sokrati’s new platform, the reporting and analytics becomes extremely powerful and actionable for the advertisers. The advertiser can pivot the reports by personas, products, brands, pricing and messaging. This enables quick, informed decision making and helps the advertiser stay in tune with business and market dynamics, e.g. advertisers can now increase spend on individual images that are doing well or decrease spend on specific brand that is not meeting the ROI targets – all with a single click!
Sokrati personaAds includes Ad Factory that helps create thousands of fine-grained product SKU level ads based on smart templates and data from the advertiser’s product feed. The product feed could be in various formats including RSS, XML, spreadsheet or even the Magento ecommerce platform.
Talking about the Sokrati personaAds platform, Ashish Mehta, CEO – Sokrati says “We are really excited with the results we’ve seen with this innovation in marketing technology. Our social spend have been growing at over 300% and we look forward to taking this approach of psychographic-based advertising to advertisers across the globe.”
Sokrati personaAds is now available as a part of a closed-door beta program with select advertisers and agencies. Want to know what personas would work for your advertising campaigns? Sign up for a FREE Sokrati Audit here.