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Pioneering the Transformation of Online
Product Advertising to the Next Generation

Since the first classified ad appeared over 300 years ago, this form of advertising, originally used strictly as a resource for buying and selling goods, has evolved to include employment, real estate, lost articles and even finding a mate. While the traditional product ad has undoubtedly transformed over time, perhaps the biggest change has come with advent of the internet, which has enabled advertisers to transform a two inch print ad into a dynamic, interactive web page. However, despite the dramatic change in form, medium and capability, most "classified" advertisers failed to fundamentally change the content and approach to their online product ads.

At INCISENT, we recognize that one of the most critical disciplines of off-line advertising—Consumer Optimization—has failed to make its way into online product advertising. Consumer Optimization, a task typically performed by ad agencies in the off-line world, consists of two simple fundamentals: identifying the differentiating characteristics about the product that will most effectively catch the consumer's interest, and creating an ad that ensures that these differentiating characteristics will "jump off the page"

Just as "Search Engine Optimization" makes a Search Engine more likely to choose your web page, "Consumer Optimization" makes it more likely that a Consumer will choose your product ad. INCISENT is the pioneer in creating Consumer Optimization technology for internet product ads. The initial focus of this work has been in online vehicle advertising focused on:

• Optimizing Price: Automatically monitoring millions of online vehicle prices and sending alerts anytime a vehicle's online price puts it out of consumer contention. Ensuring all vehicles are "market priced" instead of relying on the historically consumer unfriendly industry approach of pricing at "cost plus desired profit and negotiating buffer" regardless of the value of the vehicle.
• Photos: Ensuring all online vehicles have a rich array of photos providing a virtual "walk around" of each vehicle versus often having only cursory exterior photos more typical of newspaper classified ads.
• Product Details: Instead of simply providing a generic "explosion" of the vehicle data—which often starts with undifferentiated equipment such as "power windows, power locks, power steering, air conditioning"—Consumer Optimized vehicles highlight the most popular search terms as well as the most differentiating features and options. It also provides highlights on awards, crash test ratings, fuel economy, pricing versus major Consumer Guide Books such as Kelley Blue Book, Edmunds TMV and more.

The intelligence powering this system and delivering customized Consumer Optimized ads is called MAX—Managing through Automated eXpertise—an expert system technology developed by INCISENT's technology teams to provide unique and customized ads for each vehicle at each retailer. INCISENT's Automated Expertise technology for Consumer Optimization of internet product ads is at the cutting edge of technology and internet advertising and is unequaled in any industry.

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