- Posted by Incisent Labs
- On February 20, 2012
- 0 Comments
Transforming the Classified Ad for the Internet Age: MAX Systems
The Internet has ushered in many technological and communication innovations. In particular, advertising has made several leaps forward with the advent of the Internet age. Targeted advertising campaigns, viral advertising and interactive advertisements have all been made possible or enhanced by the Internet age. However, for far too long the Internet’s transformative power was not applied to one of the core advertising mediums: inventory or classified ads. While inventory ads have exploded on the Internet, they are practically identical to the ads that have appeared in the back of newspapers for decades.
Where other online ads and content are created with the consumer in mind, online classified ads feel inspired by a parts catalog. The content and organization of these ads, with big blocks of text and spin-filled lines like “so clean you could eat off the floor mats,” fail to communicate the value of the product being advertised to the consumer.
The cause: Online inventory ads have not been updated for the Internet age and fail to connect with today’s Internet-empowered consumer.
In 2009 our INCISENT Labs team started on “Project Wanamaker”, named after the 19th century department store entrepreneur and advertising pioneer who was first credited with the legendary line: “Half the money I spend on advertising is working; the trouble is I don’t know which half.”
To move automotive search, advertising and marketing past the consumer unfriendly status quo, the INCISENT Labs team studied consumer behavior in the car buying process and became deeply knowledgeable about the shortcomings in current online automotive data that prevents digital automotive advertising, marketing and search from meeting consumers’ needs.
The result is the MAX Digital Inventory Optimization Engine which captures virtually everything from across the internet about each vehicle (at the VIN level) creating the most comprehensive, rich, robust, and relevant structured data about each vehicle to power next generation Consumer Optimized advertising, marketing and search.
The MAX Digital Inventory Optimization Engine powers innovative Consumer Optimized advertising and marketing solutions that convert at dramatically higher rates by maximizing consumer relevance. This uniquely powerful platform offers nearly unlimited potential to reinvent inventory specific automotive advertising, marketing and search.