Collective has launched Tumri in the UK, following its recent acquisition of the company in the US.
Purchased by Collective in July for an undisclosed amount, Tumri provides dynamic creative optimisation and personalisation solutions for advertisers.
The purchase followed a string of acquisitions by Collective including Oggifinogi and Web TV Enterprise, now known as Collective Video.
Tumri powers dynamic marketing campaigns in the US for prominent brands including Nike, HP and Travelocity, among others.
Nike’s product driven ad campaigns leverage Tumri’s Dynamic Creative Optimisation (DCO) platform to dynamically generate hundreds of targeted user experiences that consistently result in more than 50% lift in engagement.
The platform is designed to cross-sell and up-sell a catalogue of products and services based on a user’s actual site browse or action, driving maximum relevancy and ROI.
Tumri combines data from a brand’s website, the advert environment and Collective’s data cloud to deliver tailored, relevant messages to individuals.
The platform has a powerful optimisation engine to enhance performance campaigns and can be applied to standard display and rich media advertising.
“The combination of Collective’s AMP audience buying platform with intelligent ad versioning has created a powerful tool for advertisers,” said Steven Filler, Managing Director, Collective UK. “The new offering enables marketers to engage with consumers with exactly the right creative.”
Dynamic Creative Optimisation has been largely relegated to the direct and ecommerce channels, but its application can have spectacular results for brand advertisers as well. The combination of Tumri and Oggifinogi video ad platform services provides a rich, video-enabled canvas through which brands can connect with consumers across the entire spectrum of online display advertising.
Collective will be the first to apply this combination to brand advertising in the UK.