Advertiser: How It Works

HOW IT WORKS

The Tumri AdPod solution easily combines various creative assets and data to dynamically create highly targeted advertising messages on-the-fly. Tumri leverages the creative assets from agencies and an advertiser’s already existing set of databases, product listings, pricing matrixes, image catalogs, and promotional calendars. The result? Literally hundred, if not thousands, of targeted creatives constructed real-time from a singular ad tag, thereby lowering cost of creative production, time to market and trafficking complexity.

How does the Tumri platform do this? There are 3 simple parts.

Part 1: Data Management

Our proprietary, patent-pending platform can effortlessly accept almost any data feed from an advertiser. This data feed can be

A simple spreadsheet of 30 rows and 20 columns
Existing SEM bulksheets filled with keywords and marketing messages
Recurring data feed sent to affiliate platforms such as LinkShare, Commission Junction, or Performics
Proprietary XML or RSS feeds
Almost any other format with structured or semi-structured data

This data feed can include product listings, prices, images, promotional messages, offers, dealer or store locations…whatever is important to an advertiser and its marketing campaigns.

Part 2: Custom Marketing Messages

The marketing department and/or agency can create a matrix of target audience segments with specific marketing messages related to each audience segment. After all, why target specific audience segments if you do not differentiate your marketing message to each consumer group? These differentiated marketing messages can be images or text, and sent to Tumri in any kind of data matrix.

Part 3: Branded AdPod Template

Tumri’s operations and design team will work with an advertisers’ creative team and agency to design an AdPod template that fits the campaign’s needs (click here to see Tumri’s standard AdPod templates). An AdPod template is simply a banner ad wireframe carved out into key sub-components such as brand logo, call to action, featured product, price, background image, etc. The AdPod template is the “shelf” or “container” that houses the various elements from the advertiser data feed and custom marketing messages matrix.

That’s it! Now that Tumri has (1) an advertiser data set, (2) a custom marketing message matrix based upon target audiences, and (3) a branded template, Tumri’s adserver knows which parts of the data feed and which marketing messages should be slotted into the AdPod template. Tumri’s adserver automatically constructs a banner ad dynamically in real time, finding the right creative recipe based upon targeting parameters and performance metrics.