Independent digital media agency Next&Co’s media auditing tool, Prometheus, now features a research and optimisation component that can show brands their most profitable customers and segments based on any conversion metric.
Prometheus has been used by more than 300 companies - from SMEs to large multinationals and ASX listed companies with multi-million-dollar advertising budgets – and shows where digital advertising spend is wasted based on several criteria.
The enhancement integrates Google’s suite of tools, from the Google Marketing Platform and Google Ads, and several Adobe features, giving brands the ability to choose from more than 1,500 qualitative and quantitative (revenue, clicks, average order value) measures.
This feature is used both as a research tool during pre-campaign planning and also during digital advertising activity to optimise performance and reduce waste.
The Prometheus feature has been used by more than 125 brands.
Next&Co co-founder John Vlasakakis: “In the last quarter alone, more than $54 million was wasted in digital advertising spend.
"In a post-COVID environment, marketers have a keen eye on return on ad spend, and there is no tool anywhere which can calculate the exact amount of media dollars wasted on these platforms or where companies’ most profitable customers are.”
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.