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ReFUEL4 Technology Facebook

Facebook names ReFuel4 as Innovator of the Year for tackling the issue of ad fatigue

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By Michael Feeley, Founder and chief exec

October 21, 2016 | 2 min read

Facebook has named data-driven creative platform ReFuel4 as ‘Innovator of the Year 2016’ at its Global Partner Summit. ReFuel4 was selected for solving the problem of ad fatigue, a problem plaguing the $190B digital media market.

Ad fatigue is caused when a target audience of consumers is repeatedly shown the same ad. Audiences very quickly learn to ignore the ads, which wastes media budget. This is easily addressed by simply having more ad versions per campaign. Advertisers struggle to procure more versions due to legacy procurement and production processes in creative agencies.

“Ad fatigue creates waste, causing campaign dollars to go down the tube. Campaigns can quickly regain effectiveness, with prompt usage of new ad creatives,” said Kazuhiro Takiguchi, chef executive of ReFuel4. “The problem is caused by a massive disconnect between advertisers’ current needs and creative agencies ability to deliver.

“Procurement and production processes in agencies are grossly inefficient - from the last century! ReFuel4 bridges the gap. Advertisers are rightfully demanding improvement, and we are grateful to be recognised for driving this change.”

ReFuel4 combines human designers with machine learning. Its artificial intelligence engine analyses ad composition and maximizes its targeting and performance. Data is fed back to ReFuel4’s designer community of 10,000 professionals who constantly refresh the ads, making design tweaks as campaigns run their course.

Yvette Lui, director of global partnerships at Facebook, said: “We selected ReFuel4 as Innovator of the Year because they’ve solved the problem of ad fatigue. They do this by tailoring high quality content; quickly creating mobile first content; and delivering real business value to advertisers.”

Facebook’s annual Innovation Spotlight recognises compelling game-changing innovations that address new challenges and opportunities as the advertising industry evolves.

ReFUEL4 Technology Facebook

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Winner of Facebook's 2016 Innovator of the Year, ReFUEL4 is the world's leading online ad creative management platform. 

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