Australia – Avid Collective, the digital media network that specializes in personalized content at scale, has launched a new proprietary marketing platform called ‘AVA’. Through the new platform, the network will be assisting brands in optimizing ROI from advertising spend on digital content.
AVA aims to fuel business efficiencies across Avid Collective’s seven digital publishing brands – Where To, Where To Travel, Add To Cart Australia, For The Home Australia, and Thriving Planet AU, as well as Best Life Australia, and Culture Feed AU.
The new automation and analytics platform has been developed to supercharge the performance of content across Avid’s digital media network and to simplify workflows at every stage of the content publishing lifecycle. This includes an advertiser portal to make running content campaigns with Avid simple and easy with future plans to introduce a self-serve functionality.
AVA has a range of multi-functional tools that provide a powerful end-to-end experience for Avid’s team and partner advertisers. Its first tool is the content workflow, which simplifies the production process with defined content inputs, with the option to customize per user, and the capability for all feedback and approvals to sit natively within the platform.
Another tool is its data management that drives powerful data analysis and audience segmentation to drive sophisticated targeting strategies, while the automated media distribution tool enables streamlined content distribution and targeting, allowing for greater use of data across content campaigns.
Meanwhile, the reporting and analytics tool aggregates all campaign data to provide highly transparent performance reporting all in one dashboard, providing detailed data visualization and easy-to-understand analytics. And lastly, the optimization engine, which focuses on maximizing amplification of content across platforms and driving greater efficiencies on media investment through live and real-time recommendations engine.
Avid Collective’s Managing Director Luke Spano said, “It will help us rapidly increase the rate of growth of our media brands to drive more value for every client campaign. We are seeing greater levels of view-through rates, engagement rates, and click-through rates on every campaign that we have run through AVA so far.”
Last year, the group also announced its rebranding. Originally called ‘Where To Media’, it rebranded to Avid Collective, as part of its launch as a broader digital media network.