Ads that are always new:
100% Dynamic Display Ads
Bing is not just a search engine, but a remarkable "decision engine" packed full of so many great features. From finding the best prices on airfare, exploring great deals on products, or getting local movie times for the latest blockbuster, all of these fantastic features function in various ways, and Bing needed a way to have them surfaced in the most direct method possible.

The campaign we developed with Bing allowed us to merge innovative technology with DR techniques to deliver ad units that were engaging, real-time, and showcased the power of many features Bing had to offer. The destination experience drove users right into the Bing product, giving users a fully functional Bing product experience starting from the ad execution.

In 2009 Heated Details was fortunate enough to work with Microsoft's Bing team to expand our extensive knowledge of leveraging RSS for dynamic ad use by developing an entire platform devoted to this special ad type. Our platform not only broke the barriers of what was being done in the industry, but also produced top performing ad units, eliminated the usual high rich media costs, allowed for more detailed tracking, and leveraged standard Flash ad principals for production.

* All ad untis below are 100% powered by the HD feed delivery service, including images!



You need to upgrade your Flash Player.

Feature focus: Bing xRank / Celebrity Search
You need to upgrade your Flash Player.

Feature focus: Multiple Bing features highlighted


You need to upgrade your Flash Player.

Feature focus: Bing cashback
You need to upgrade your Flash Player.

Feature focus: Bing Travel


You need to upgrade your Flash Player.

Feature focus: Bing cashback
You need to upgrade your Flash Player.

Feature focus: Club Bing Multi-game highlight


You need to upgrade your Flash Player.

Feature focus: Wonderwall



Benefits:
  • Performance has averaged .24% CTR, much higher than industry average
  • Eliminate cost - Ad unit can live into perpetuity and render "fresh" content as often as the client would like, eliminating the need to constantly create and traffic new ad units.
  • Flexible platform allows for all types of different ad units to be built that can deliver real-time pricing information, sale info, latest headlines, and more.
  • Tracking is robust, provides detailed information as to what URL was sent to the ad unit and what the user clicked, supports third party ad serving recognition, and custom URL tracking parameters without the need for any upfront programming.
  • Ad units are built to be interactive and engaging, so no loss of the fun features we all know and love.


Challenge:
Most ad serving solutions required clients to pay for rich media in order to serve RSS / XML data to the ad units, making dynamic ads very cost prohibitive. In addition, technical teams had a difficult time getting RSS / XML data to the Flash due to technical inabilities, campaign budget restraints, and security issues with Flash. When agencies could find a way around these up front issues, they would then be faced with the data not be real-time or updated frequently, or lack of control as to the interval in which the data would be refreshed.

Another pitfall agencies typically face is with tracking. The Flash unit would need to be built to a required rich media spec in order for tracking to occur, and even then reporting would not be able to provide the level of insight a client would expect (they could be shown only that "URL1" had been clicked XX number of times, not which specific URL was clicked).

It became frustrating for our creative and dev teams because we knew there had to be a solution, so we decided to pick apart the system to develop an platform that was flexible, scalable, and delivered all of the above.


Solution:
Heated Details developed a both a web based platform for serving ad units using dynamic content and architected Flash creative units to accept this, and also allowing our clients the flexibility of managing and controlling the data real-time.

For the Platform (Back-end) we created 3 distinct "feed types" which could be leveraged by the client depending on their campaign needs.
  1. proxy feeds (existing feeds powered through our service
  2. real-time feeds (custom feeds that were programmatically created on the fly using a proprietary page scraping solution that HD developed ? virtually turning any content found on the web into usable content for ad units)
  3. manage feeds (content is manually modified / updated based on the client's needs)
In addition to the data, the platform provides the ability to serve graphics to the ad unit as well, so not only is the content dynamic but imagery is as well.

Tracking is handled by the platform and allows the level of insight unmatched by other reporting solutions. We can provide the actual URL that the user was taken to, support the capture and translation of third party tags, and append any tracking variables that were placed on the URL during trafficking within the ad serving system (i.e. Atlas) so that all campaigns operate flawlessly.

With regards to the ad units, we were able to structure the backend platform in such a way that ad units are able to be developed just like any other standard flash unit, so no need for leveraging any specific rich media format for tracking, etc.