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Advertising and Marketing

USA TODAY NETWORK Wins AdExchanger Award

Staff
USA TODAY NETWORK PRESSROOM

USA TODAY NETWORK took home an AdExchanger award for Best Use of Data By a Publisher. The company was recognized for its internal tool, Grandstand.

Grandstand is an in-house developed artificial intelligence creative platform using deep learning and computer vision to determine which design elements in an ad are going to perform best with local audiences. The platform enables thousands of local businesses across the nation access to the latest marketing technologies to further inform their marketing and advertising strategies with a profound use of data.

The proprietary AI platform and data science methodology produces ongoing best practices and proven performance for USA TODAY NETWORK advertisers. The platform is capable of determining which images, colors and other design aspects will be most impactful for audiences— leveraging intelligence derived throughout the full scope of its local news sites. By predicting how the creative of each ad will perform—ranked on a scale between “very poor” to “very well”—brands can rollout authentic yet informed campaigns with the NETWORK at large. The best practices are applied on all new ad creatives at the time they’re being designed.

“We are very excited to be recognized for this honor by AdExchanger,” said Kris Barton, Chief Product Officer, Gannett | USA TODAY NETWORK. “We are continuously working to ensure our advertisers have access to the best marketing solutions. For USA TODAY NETWORK’s local and regional advertisers, it is paramount that their ad spend is optimized to provide the best possible ROI by lifting ad performance and that’s what Grandstand works to ensure.”

Recently, advertisers using the tool have boosted click-rates between 10 and 33 percent, and 80 percent of A/B tests netted higher performance when following the tools guidance over original designs.

 

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