Bauer Media Signs Maxifier Deal

Bauer Media has signed an agreement with Maxifier to improve the effectiveness of its online offering and advertising campaigns.

Bauer Media’s digital campaigns will now be monitored in real time, with results and information collated into one central portal.

The Maxifier technology allows Bauer Media to optimise advertising campaigns by highlighting websites and areas within sites of greatest success. The information is then used and manipulated for Bauer Media to deliver even more poignant advertising campaigns.

Maxifier is ad server independent and works in real time, using rapid analysis to make forecasts and recommendations to maximise the performance of advertising campaigns. The technology will place adverts to optimise click-through rates, revenue and on-time delivery, based on live and historical data.

This optimisation will take place across the entire Bauer Media digital network and will work to identify the best performing website sections within a campaign and up-weight delivery to those areas accordingly.

Bauer Media’s digital campaign management team anticipate the introduction of Maxifier will help them better predict how the network of Bauer Media online campaigns and web pages will interact with one another in real time and what the resulting performances will be. A trial of the system during August saw a significant uplift in click through rate across the network, said Bauer.

Lisa Mundy, head of digital operations, Bauer Media, said: “We are delighted to be the UK’s first Media Group to introduce the Maxifier technology. The campaign optimisation will help maximize the effectiveness of our campaigns as it allows us to have full and immediate visibility of our entire network. The Maxifier tool allows us to identify the best possible performance for our advertisers. It really is a great way to utilise and manipulate our digital offerings to their maximum capacity.”

Bauer: www.bauer.co.uk Maxifier: www.maxifier.com