Home Smart 100 2011 DynamicCreative (SMART 100)

DynamicCreative (SMART 100)


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The following SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity. More about the SMART 100.


This innovation initially came to life when…

DynamicCreativeTM is the result of ten years of research and development by CEO Frank Grasso and his research and development team at e-channel Search. Patented in 2010, the proprietary technology has won multiple awards, including the Deloitte Fast Technology Award for both Australia and Asia Pacific in 2009 and most recently, 2010. E-channel Search was established in 1999 and services some of Australia’s leading brands including Flight Centre, Contiki and Lonely Planet.


The purpose of this innovation is to…

…make internet advertising in search engines more efficient and cost-effective for both searchers and advertisers. DynamicCreativeTM’s ability to incorporate live pricing that matches inventory, for large-scale campaigns, providing higher Quality Score, increased relevancy and significantly improved ROI.

It does this by…

…taking a direct XML feed from a client’s website, which is then incorporated into the DynamicCreativeTM software allowing for ads to be inserted with live pricing parameters in accordance with current inventory levels. If the inventory is exhausted or expired, the ad will automatically disappear, and be refreshed with an ad that is current.


This innovation improves on what came before because…

…of the power of the live pricing facility and its ability to automate large-scale campaigns. To insert live pricing in every single ad produced would require the labour hours of a thousand search engine marketers. The technology allows for sophisticated mass marketing due to an ability to match and manage thousands of keywords people are searching on with live pricing.

Its various benefits to the customer/end-user include…

…producing ads that fulfill exactly what the searcher is seeking. The technology’s ability to match every keyword being searched ensures every search term is addressed within ads. The searcher is taken directly to the appropriate landing page, for immediate purchase.


In the past, this problem was solved by…

…web site owners or agencies creating campaigns through the search engine’s own advertising interface or editor. This is extremely labour-intensive with the website owner or agency having to create ads for every possible keyword and item on the website as well as continually monitoring and updating the ad’s price.

Its predecessors/competitors include…

We are unaware of any competitors producing campaigns with both live dynamic pricing and keyword automation. e-channel has been acknowledged as a leading global innovator, after recently being invited to present at the world’s largest travel innovation summit, PhoCusWright.


It is made for…

…websites that have massive amounts of inventory, with prices that are constantly changing. Industries that benefit from e-channel’s technology include travel, classifieds, education and retail brands, as these industries’ websites have large amounts of inventory with prices that are continually fluctuating or being exhausted and refreshed.


It is available for sale through…

e-channel Search’s internet advertising agency. Due to the scalability and web-based capabilities of the technology, e-channel’s technology is utilised by clients globally. e-channel currently services clients in South America, Europe, Asia and Australia, all from our Australian location.

Our marketing strategy is to…

…implement our mass marketing strategy. This will be achieved by advertising our services to a wider global audience. Due to the company’s rapid growth, additional offices and staff are planned for Melbourne, Singapore and San Francisco. e-channel also plans to integrate more global search engines with DynamicCreativeTM and diversify the technology into other advertising channels, including Facebook, YouTube and Mobile.


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