One of our clients, Collective Media, recently did something very innovative with our DART Adapt optimization solution – they used it to optimize a brand campaign. One of their largest packaged goods advertisers wanted to drive more user interactions with their expandable DoubleClick Rich Media creative. Collective Media used DART Adapt to increase user interactions with that campaign, ultimately driving an 87% lift against control! You can see more details in the case study here.

At DoubleClick we are starting to see more and more brand marketers realize the power of tools like automated optimization and the campaign above is a fantastic example of this. Increasingly, the line between "direct marketers" and "brand marketers" is blurring into a new group of "brand response marketers" – brand marketers who really understand the power of metrics like interaction rates and who are leveraging the power of the Internet to the fullest.