TECHNOLOGY
Wayfare’s deep-linked ad serving technology produces substantially better performance than Display and Search ads.
Table 1 below shows the exceptional performance advantage, and underlying reasons behind them:
| Comparision of Interactive Ad Types | |||
| Display Ads | Search Ads | WIN Deep-Linked Ads | |
| eCPM per AD | $0.05 - $1 | $0.50 - $2 | $1 - $25 |
| Click-through Rate | 0.05 - 1% | 1 - 2% | As high as 50% |
| Conversion Rate | 0.1 - 1% | 1 - 3% | As high as 20% |
| Targeting | Broad | Fine | Hyper |
| Contectualization/Relevance | Limitied | Expanded | Meximized |
| Click Landing Page | Predefined | Predefined | Dynamic |
| Ad Aesthetics and User Satisfaction | Prro | Fair | Excellent |
| Primary Supported Marketing Type | CPM | CPC | CPC & CPA |
Deep-linked ads are highly targeted, highly contextual, transaction oriented ads that are more
akin to product placement than traditional advertising. The ads blend in with site content and
functionality and are presented to users as cross-sell, up-sell or comparison features, rather than
as traditional ads.
The key to unleashing the power of these ads are parameters – what a user types in to search
for a product or service, or implicitly defines by the content page being browsed on a publisher
site or app. Parameters are a powerful indicator of what the user’s purchase intentions are at any
given instance. Wayfare uses this intelligence to enable two key functions:
- Contextualize the ad copy in real-time on the publisher site or app by including the user’s parameters to maximize click-through-rates
- Pass the user’s parameters into the ad clicks so that the advertiser can pre-populate their fields and land the user deep into the purchasing process rather than at the home page to maximize conversion rates
By maximizing both click-through rates and conversion rates Wayfare is able to increase ROI 5- 8 times over Search ads and 20-30 times over Display ads.
For brands and their agencies, Wayfare has a wide range of IAB-standard ad sizes available for placement. For publishers, Wayfare has numerous IAB-standard parameter-based ads available and ready to be placed. Wayfare also can create completely custom-tailored advertising solutions for advertiser and publisher partners.
Wayfare engages in an in-depth marketing and site monetization analysis with publisher partners, crafts a completely customized advertising offering, and them implements this customized solution in close collaboration with partners. Once deployed, the ads are monitored and fine-tuned to produce the conversion and monetization performance targeted.
Click here to inquire about having a custom parameterized ad solution deployed for your brand, campaign, site or mobile application.