LG CNS Marketing Platform 'MOP' Secures 800 Corporate Clients in One Year

LG CNS employees are introducing the marketing optimization platform 'MOP'.
[Photo by LG CNS]

LG CNS announced on the 23rd that its marketing optimization platform, MOP (Marketing Optimization Platform), has secured over 800 corporate clients within one year of its launch. The advertising expenditure handled by corporate clients through MOP also surpassed 100 billion KRW within a year.

MOP is a platform that optimizes operational performance such as ▲portal search ads ▲shopping search ads ▲display ads to maximize efficiency when corporate clients run product or service advertisements. When data provided by advertising media is linked to MOP, it can be immediately applied to business operations.

MOP incorporates artificial intelligence (AI) and mathematical optimization technologies. It automatically collects performance data such as ▲ad impressions by time slot ▲consumer ad clicks from portal sites for corporate clients. The AI embedded in MOP analyzes the collected data to create performance prediction models based on the advertising progress.

Mathematical optimization technology derives the optimal ad bidding plan based on the prediction models generated by AI. According to the bidding plan, it sets the optimal advertising cost considering ▲ad placement ▲exposure time slots, and even conducts automatic bidding. If anomalies occur in ongoing ad performance, it creates and suggests new prediction models that can respond to market changes.

LG CNS reported that Trip.com, a global travel platform that adopted MOP, increased its purchase conversion rate in the portal search ad sector by about 25% compared to before and reduced marketing costs by 32%. The purchase conversion rate refers to the ratio of consumers who click on online ads and proceed to actual purchases.

LG CNS is also advancing technology to enable more sophisticated advertising prediction models and operations by linking actual purchase conversion data, which only corporate clients possess, with MOP through application programming interfaces (APIs). The enhanced MOP will be applied to Trip.com first.

Furthermore, MOP is scheduled to be introduced to the U.S. advertising market in the second half of the year. The advertising medium targeted by LG CNS is Amazon, the world's largest e-commerce company. LG CNS will support corporate clients in optimizing Amazon search ads through MOP.

Kim Beom-yong, head of LG CNS CX Digital Marketing Business, emphasized, "We will continuously advance the platform so that corporate clients can create differentiated customer value through MOP."