Cxense

Cxense’s products (Analytics, DMP, Advertising, Content, Search) provide publishers the means to better use and capitalize on their own user data and audience insights so visitors have a better experience and remain on sites longer. The Cxense solution targets specific audiences and delivers ads and content based on user interest, intent and context.

Great targeting is important but it’s equally important that visitors notice the ads – after all, they help publishers pay their bills. A recentAdotas study shows 86 percent of consumers say they are now blind to banner ads, with click-through rates continuing to drop.

Cxense’s 3D ad solution is a bit of a detour from its core business, but launching the 3D ad capability   helped illustrate the extended value of Cxense’s technology to influencers and helped promote the brand within the industry. The first-of-its-kind 3D capability for banner ads uses “parallax effects” giving the appearance that graphics in an ad are moving and shifting position; “popping out” at the viewer. This 3D effect uses HTML with no plug-ins. Launching the 3D ad solution in November 2014 offered lots of possibilities for the Rainier team. Our strategy targeted top advertising and marketing influencers and publications. The agency invited 120 select New York City-based trade and business editors for an in-person demonstration at Butter Restaurant in Midtown. Cxense hosted this one-day customer and media demo event showcasing the 3D ads. Rainier’s approach for the influencer outreach was methodical, and included a timeline that stretched over a couple of months.  Rainier proposed a variety of creative mediums for invitations including custom designed emails (including Save-the-Dates) and a unique hard copy invite sent via postal mail. The Rainier team implemented an assertive strategy that attracted attention without causing influencers to tune out.

While the initial news in November garnered interest and some limited coverage, it quickly became clear the bigger push for the 3D news would come once Cxense secured a customer. When Mazda and Mindshare, its global media agency network, were ready to launch the campaign in Norway and announce their implementation of Cxense’s 3D ad solution in mid-January, Rainier reached out and offered an exclusive to The Wall Street Journal’s media & advertising reporter.

Rainier recommended Cxense create a variety of assets for the customer launch showcasing the 3D effects, including video and photos of the ad. In addition, impressive statistics of the average click-through rate (CTR) of .043% (four times the industry average) were shared with the reporters. The campaign was an overall success and raised additional awareness of the Cxense brand to influencers in the advertising space.

Eye Popping Results:

• Rainier introduced Cxense and its solutions to key influencers in the marketing and advertising industry, while leveraging the 3D news communication outreach strategy to build long-term influential media relations.
• Rainier recommended and advised Cxense on the influencer messaging across multiple channels to ensure consistency throughout the launch.
• After months of outreach, the media & marketing reporter for The Wall Street Journal’s blog, CMO Today, featured the Mazda/Mindshare news. The article was then re-posted in the publication on the following day.
  • “Mazda Trials ‘3D’ Web Ads” – 1/21/15
  • “CMO Today: Super Bowl Draws In Most Newbies Since 2000” – 1/22/15
• Rainier pitched, secured and coordinated interviews with influencers that resulted in additional coverage: MediaPost, Mobile Marketer, Mobile Commerce Daily, and Search Marketing Daily.
• Targeted global publications posted feature articles: ClickZ, AdExchanger,PSFK, PerformanceIN, AOP (Association of Online Publishers, UK),Contently, The Guardian, and What’s New In Publishing, and The Internationalist.
• Additional influencer relationships were built with publications such asMediabistro, Adweek, and The New York Times, among others.