Nextperformance is one of our most successful publishers in France – that’s why they have been chosen as one of the few VIP Publishers in our network. Nextperformance has also been labeled as an OSEO innovative company and provides valued-added services – including targeting, retargeting, and social apps – to advertisers and agencies. With 200 active clients, 50 million profiles categorised, 1 billion monthly views and 31 million unique visitors per month, Nextperformance ranks among the five largest advertising networks in France.
Since we believe they are really doing a great and innovative job, we wanted to introduce you a little more to their business model. That’s why we spoke to Vincent Karachira, co-founder and CEO of Nextperformance about their success, the company strategy and their cooperation with zanox.
Vincent, would you please introduce Nextperformance and its strategy?
Nextperformance offers dynamic targeting and retargeting solutions, more specifically by tracking an internet user’s path and providing this user in real-time with customised content in the form of dynamic banners in the browser window. Our promise is to optimise our clients’ conversion rates on our premium network. To this end, Nextperformance leverages a proprietary adserver and has developed algorithms based on 50 million behavioralized profiles. With a team of 20 people in France, our company is also active in Spain and will soon be in Germany.
How do your solutions operate?
Dynamic retargeting is very simple: when a user leaves a retailer’s website in the Nextperformance network without making any purchase, our algorithm remembers the user’s path and analyses browsed products, and then it searches for affinity products as well as current promotions. The next step consists of finding the user later on while browsing the internet, and displaying customised advertising banners in real time—about previously browsed products or affinity products–which will redirect the user directly to the relevant product pages, thus facilitating conversion.
We also provide targeting solutions which make it possible to deliver advertising banners to those internet users who best match the advertised product or service. With our Next RT (Real Time) solution, we deliver quality volume through CPC or CPA campaigns on 85,000 categorised websites, with the ability to track visitors further downstream and turn them into buyers by getting them back to the initial site.
What are your main objectives?
By multiplying click rates by four and conversion rates by three, or over 300 percent, Nextperformance maximises conversions and highly contributes to ROI. This exposure allows each brand to be better memorized, and each message to be customised, whilst maintaining user data privacy. Nextperformance has built an extensive network, which is one of the two largest networks in France with 31 million unique visitors per month.
Our network’s reach is therefore extremely wide-ranging. Nextperformance’s goal for our clients can be summarised as follows: optimising conversion rates over a premium media network.
What does zanox bring to you?
We have been collaborating with zanox for one year now. We provide our targeting and retargeting solution to their advertisers, adding real value in terms of conversion rate optimisation, and we benefit from zanox’ installed base and expertise as a trusted third party.
We have also developed privileged relationships with zanox due to their international structure. This will enable us to enter the German market soon in close partnership with a leading historical player recognized for its efficiency. We particularly value zanox’s fast delivery capacity. Our contacts are very responsive and provide relevant advice. In addition, the zanox interface allows us to control our operations easily.
After only two years of activity, we are proud of having been labeled as zanox VIP Publisher, which reflects the high performance of our solutions and rewards our capacity to innovate.
