Advertisers and Agencies Able to Profitably Acquire New Customers and Grow Revenue Through Direct, Performance-Based Partnerships
Santa Barbara, CA – November 22, 2011: Impact Radius, the first complete direct-to-consumer advertising platform, announced today the release of its Generation™ advertising partner management software. Generation establishes a new standard for marketers managing performance-based referral relationships with enhanced and innovative technology that substantially improves tracking accuracy and reliability. Generation is effective for measuring direct response performance in any media channel, including social and mobile and overcomes an industry tolerated practice of accepting third-party tracking “leakage” or failed attribution.
According to Impact Radius co-founder and CEO, Per Pettersen, Generation addresses a host of challenges today’s marketers face while pursuing performance-based initiatives. The product, strongly based on customer input, introduces features and capabilities that were requested of other solution providers, but remain unaddressed. “Our customers estimate that other third-party tracking solutions miss between 5% and 30% of referred transactions. That level of inaccuracy, for a revenue model that depends on tracking, is unacceptable.”
“Not only did we fix the leakage issue, we improved tracking accuracy and reliability in every media channel,” said Pettersen. “This product is ideal for marketers that see immense value in performance relationships and want to expand beyond affiliate or paid search.”
“Correctly crediting every valid referral is critical in a performance-based model. Obviously, Impact Radius focused on perfecting media tracking because more conversions get tracked and reported on its platform than with other solutions,” said Mike Allen, founder and President of Shopping-Bargains. Allen’s online shopping guides feature special offers for consumers seeking discounts and bargains from a variety of merchant brands. “We immediately saw our performance metrics improve as a result of Impact Radius’ tracking technology.”
A unique feature of Generation is that it gives customers the ability to track consumer response from social media promotions. Social media is extremely attractive to marketers, but promotions often result in duplicated spend. “One of our biggest concerns was controlling the costs of ‘viral’ promotional codes for our retail clients,” said Greg Sheppard, founder and CEO of AffiliateTraction, a leading performance-marketing agency specializing in e-commerce.
Impact Radius measures whether or not a consumer buys from social media promotions with the same accuracy as other direct response channels. In addition, Impact Radius provides clients with control mechanisms that eliminate the increased costs often associated with social media campaigns. Sheppard added, “We’ve had great success with Impact Radius. We’re seeing sizable growth without having to compromise how our clients use coupons. It’s a winning combination for media partners and our clients’ e-commerce businesses.”
The appeal of measuring direct response across all channels and the introduction of enhanced tracking capability is fueling interest from advertisers in key categories like fashion, travel, employment and technology services. Brands participating in performance marketing campaigns attract media partnerships that calculate their promotional fees based on performance metrics. One such company, 31 Media, is impressed with Impact Radius’ momentum. “It’s great to see industry leading brands like Tommy Hilfiger, American Airlines and Vonage in the Impact Radius Marketplace. We look forward to seeing more new advertisers in 2012,” said one of the founding partners, Don Batsford, Jr.
“We’re very pleased with the rapid market adoption of the product. It’s clear that marketers are looking for ways to improve revenue and save on media costs in an increasingly competitive advertising environment. Generation provides advertisers and their agencies a simple yet comprehensive solution.” said Pettersen.
About Impact Radius
Impact Radius is a Software-as-a-Service (SaaS) and technology provider offering advertisers and agencies a fully integrated performance-marketing suite. Its Generation product offers customers the ability to run large scale, multi-channel, performance-marketing campaigns. The company was founded in 2008 by performance marketing industry veterans and is headquartered in Santa Barbara, California, USA with operations in London, United Kingdom. To learn more about Impact Radius’ products and services visit:www.impactradius.com.
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