ConnectWave Launches Performance-Guaranteed Ad Platform

ConnectWave announced on the 6th that it has launched F.I.T. (Find. Intent. Transaction.), a mobile ad platform co-developed with Zebra Brothers. Zebra Brothers operates helloMAX, an AI search advertising agency.

F.I.T. is a performance-guaranteed advertising platform. It allows advertisers to separate customers into new and existing customers, and to set different ad rates for each customer group. It also limits ad billing to transaction amounts for which purchases have been confirmed, combining customer-specific targeting with purchase-confirmation-based billing to support operations tailored to different advertising goals.

F.I.T. is designed to help advertisers acquire new customers and encourage repeat purchases from existing ones. Examples of targets for driving new purchases include customers who have not installed the app, customers who have not made a payment within the past 3 months, and customers who left after viewing a product detail page. Examples of existing customer groups include customers whose repeat-purchase cycle has arrived and high-frequency buyers.

An applied rate of 20% or higher applies to new-customer segments, while an applied rate of 5% or higher applies to existing-customer segments. Campaigns for each customer group are operated independently, and performance reports are also provided by segment.

ConnectWave is the settlement party for F.I.T, and only confirmed-purchase conversion transactions are included, excluding the time of order and payment. Advertising costs are calculated based on confirmed-purchase transaction amounts reflecting cancellations and returns, enabling settlement based on final purchase performance.

The platform supports linkage with Danawa and Enuri product catalogs, and can identify the same product when an advertiser links product information listings (EP). Based on this, it supports prioritized exposure for competitively priced products, as well as related product recommendations and ad operations based on product catalogs.

F.I.T also provides additional exposure volume for initial advertisers. The amount and period of additional exposure will be separately discussed depending on campaign conditions.

For ad operations, the advertiser side must link an MMP (mobile measurement partner) and transmit confirmed-purchase data. Once EP linkage is established, additional ad operations using the product catalog are also possible.

Shin Hee-jin, CEO of Zebra Brothers, said the company has experience directly developing and operating a DSP for advertisers. He explained that the most common question he received from advertisers was whether ad spending actually contributed to sales. He added that the purpose of developing F.I.T is to provide an answer to that question. He also identified new-user targeting as a major challenge in performance advertising, and said the company plans to be evaluated on a ROAS 500% guarantee result in new-user targeting.

Hoo Sang, head of ConnectWave's Danawa and Enuri business division, said Danawa and Enuri have 18 million monthly users. He explained that users are accumulating data during price comparisons and purchase decisions. He added that the accumulated data can be used to identify customers with a high likelihood of purchase. He said F.I.T was unveiled for the purpose of supporting advertisers' targeting- and performance-focused ad operations.

Source: TECHWORLD · Lee Gwang-jae
Original: https://www.epnc.co.kr/news/articleView.html?idxno=407780

References

• https://www.epnc.co.kr/news/articleView.html?idxno=407780