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While CTV Advertising is expected to reach US $21 billion in 2021 according to BMO Capital Markets, the media buying community continues to face challenges in measurement. That is why ANA and Innovid partnered with 20 leading advertisers to introduce new research and tools to address CTV measurement challenges.

Innovid, and independent ad delivery and measurement platform for connected TV, today announced the findings of a first-of-its-kind report called Decoding CTV Measurement: An In-depth Look at Reach, Frequency and ROI that dispels major myths about one of the fastest-growing channels in digital advertising. Created in response to rising demands for streaming, the report was conducted in partnership with the Association of National Advertisers (ANA) and 20 leading advertisers, with the goal to deep-dive into CTV and unlock new KPIs, benchmarks, and best practices for marketers making the move to CTV.

CTV Measurement: Key findings from the report include:

  • The depth of unique reach has yet to be unearthed: Across our study, the average campaign reached only 13% of the available U.S. CTV households.
  • Detach duplication from the fragmentation dilemma: Our study revealed an average publisher duplication rate of 32%.
  • The surprising truth about CTV’s frequency problem? It’s highly exaggerated: The average frequency was just 4.6 across all campaigns.
  • The impact of CTV spend can be traced far and wide: The average eCPM of the campaigns in the study was $23, which sits in between the average CPM for U.S. primetime TV ads for broadcast and cable ($36 and $19, respectively).
Bill Duggan, Group EVP at ANA

“Measurement is one of the biggest challenges facing marketers these days,” said Bill Duggan, Group EVP at ANA. “The standardization of CTV advertising measurement is still in its earlier stages, and this study found that we’ve only uncovered the tip of the iceberg of what is possible in CTV. We’re excited to partner with Innovid to provide these granular insights and benchmarks that set a new standard for the future of CTV advertising.”

This study found that we’ve only uncovered the tip of the iceberg of what is possible in CTV.

The solution behind this study, Innovid Insights, the company’s flagship measurement product, is now widely available in the US market, empowering advertisers to understand their unique reach, frequency, and more.

“There’s a misconception that there’s not enough reach in CTV, however our study saw we’ve just scratched the surface of the potential reach for this channel,” said Jessica Hogue, General Manager of Measurement and Analytics, Innovid. “To date, it’s been challenging for marketers to effectively optimize CTV campaigns due to a complex ecosystem of disparate device and app options per household. With Innovid Insights, marketers have a leg up on maximizing the potential of CTV with unbiased, real-time visibility into 40+ metrics. As Innovid Insights continues to evolve, we plan to expand the solution to incorporate all devices and media types, as well as demographic data to enable one unified view of cross-channel measurement.”

CTV measurement

Innovid Insights has four unique benefits for marketers:

  • Census-Level Measurement: Innovid’s expansive footprint enables census level measurement of the CTV universe with insights on over 75MM U.S. CTV households enabling marketers to gain maximum visibility into the most important CTV measurement metrics.
  • Independent Source of Truth: As a leading independent, MRC accredited, omni-channel ad server built for TV, Innovid’s measurement solutions are media-type and buy-type (direct vs programmatic) agnostic, enabling trustworthy third-party analysis.
  • Real-Time Analysis (In-flight) and Future Planning: Innovid’s pixel-less solutions provide always-on analysis enabling marketers to execute in-flight optimizations. Innovid Insights also powers data-backed campaign planning initiatives to strategically optimize future campaigns. Marketers can execute optimizations based on reach (total/unique), frequency (low, medium, and high), publisher-level overlap, as well as by costs (cost per total and/or cost per unique reach).
  • Seamless Measurement and Delivery: Innovid takes a contemporary approach providing MRC accredited impression delivery married with granular measurement solutions to drive in-flight and future planning CTV optimizations.

“Innovid Insights allowed us a new and interesting view into how our CTV investments work together,” said Phil Hruska, Media Department Head, American Honda Motor Co., Inc. “Innovid gave us the ability to leverage a single platform to gain a streamlined view of our campaigns. We appreciate their agnostic perspective and we are excited to see them continue their unique measurement of the video ecosystem.”

CTV measurement

 

 

 

 

CTV measurementTo download Decoding CTV Measurement: An In-depth Look at Reach, Frequency and ROI and learn more about how marketers can benefit from Innovid Insights, visit here.

 

Dynamic Creative Optimization (DCO) can be a major contributor to the performance of advertising campaigns. In this article we analyze DCO campaigns that Digo Hispanic Media has been developing for its clients.

This Thought Leadership article is presented by Digo Hispanic Media.

The same creative is used way too often by advertisers for their target audience without being adapted for each audience segment. With Dynamic Creative Optimization (DCO) messages become scalable and relevant for the target audience. According to Google, developing the right creative for each audience segment is crucial as 70% of the performance of a campaign is driven by the creative.
DCO also generates data that helps advertisers capitalize on short term opportunities. These data insights then can be incorporated into messaging in real time. Advertisers can use multiple messages with the consumer to test creatives and optimize their performance. Using DCO in a programmatic campaign allows to test and use multiple creatives without the hustle of uploading hundreds of banners. Dynamic Creative Optimization also allows to increase operational efficiency by reducing time spent on production, tracking and reporting.

What is Dynamic Creative Optimization

Dynamic Creative Optimization (DCO) is the use of data and logic to control which creative message shows in real time to provide users with the most relevant creatives at the exact time they are exposed to advertising.

The main components of Dynamic Creative Optimization are:

  1. Dynamic shells outline how dynamic content will render: Outline of the ad structure, image, CTA , feeds etc.
  2. Feeds power the creative with dynamic data.
  3. Dynamic profiles. A decision tree that follows rules between different elements and content.
Digo Hispanic Media ran a DCO retargeting campaign for a major retail client with an eCommerce site from March 1st to April 30th 2021. During this period, the campaign achieved an average increase of 90% in conversions vs. a regular retargeting campaign with display ads with general messages, Krystan Trinta, AdOps Director and Alexandra Rodríguez, Sales & Marketing Director at Digo Hispanic Media tell Portada. 

This advertising-technology has become even more important during the pandemic, making users more exposed to ads as they crave for more personalized messages based on their behavior. Purchases made through eCommerce increased by 34% consequently making advertisers expand their retargeting budgets and the use of DCO to shorten the gap between items left in a cart and their conversion into actual purchase.

Asked what elements are particularly important in DCO when it comes to target the Hispanic consumer, Trinta and Rodriguez answer: “Language. Although most U.S. Hispanic consumers are bilingual, the brand should understand that it is important to speak in their language, even if it is Spanglish, to increase brand recall and consideration.”

Although most U.S. Hispanic consumers are bilingual, the brand should understand that it is important to speak in their language, even if it is Spanglish, to increase brand recall and consideration.

Dynamic Creative Optimization: An Example

Digo Hispanic Media’s retail client provided the feed to connect automatically to the creative assets via Google Studio. Google Studio is a Google Marketing Platform tool focused on creative development. In  Google Studio, the feed is then assigned to a profile which includes rules about what elements are going to be dynamic in the ad shell and which ones are constant. After the profile is set up, the creative shell is generated in Google Web Designer (GWD) where it connects to the profile in place. Here the creative gets connected with the feed activating the dynamic elements assigned on GWD based on the rules in Studio. After this, the creative is then previewed and tested to see if it’s properly calling all of the elements in the feed.

The campaign achieved an average increase of 90% in conversions vs. a regular retargeting campaign with display ads.  

Audience Segmentation

The main rationale behind using Dynamic Creative Optimization in a campaign is the audience segmentation and the opportunity to serve different messages to different people in a programmatic ecosystem without the need to develop multiple display creatives. “We can use data for DCO campaigns like: feed data from an eCommerce site, price range of products, previous engagement with the e-Commerce site, data of weather conditions, their geolocation, data based on their buying behavior on the eCommerce site, and others that are easier to access in the online environment,” Digo Hispanic Media’s Rodriguez notes. “For instance, if the user bought an item 2 weeks ago, with DCO we can recommend other related products. DCO is also available through other channels like DOOH (Digital Out of Home) and CTV, but some of these may require more complex technology integrations which may not be available in some countries,” Rodriguez adds.
Other Dynamic Creative Optimization use cases include remarketing of last viewed product, cart abandonment and multi-language creatives for global brands. In addition, remarketing based on search allows you to show personalized ads to users on the advertisers remarketing list based on their journey in your website.

Digo Hispanic Media is offering 20% off your first Dynamic Creative Optimization Campaign, Register here.

Hispanic CTV Advertising provides brands the positive audience features of linear TV (co-viewing, large screen engagement) and the targeting and interactivity of digital marketing. Hispanics are one of the highest growing cohorts in CTV adoption. What do advertisers need to take into account when it comes to target U.S. Hispanic consumers through CTV?

 

Hispanic CTV Advertising
Darcy Bowe, SVP, Media Director at Starcom USA.

“CTV can be used as broad video impressions to replace or complement television or it can be a part of a digital campaign and have the same KPIs as that campaign. It can offer a deeper level of audience targeting vs. television and you can overlay interactive elements on an ad to create viewer interaction as well,” says Darcy Bowe, SVP, Media Director at Starcom USA, where she is involved with video media planning and buying for cients.

CTV can offer a deeper level of audience targeting vs. television and you can overlay interactive elements on an ad to create viewer interaction as well.

Nielsen’s recent Total Audience Report revealed that 17% of connected TV (CTV) device users in the U.S. are Hispanics.  52% of Hispanics watched CTV in Q3 2020, the second-highest cohort. Asian Americans, 54%, lead in CTV consumption followed by White Americans (49%) and Black Americans (46%). Reach of traditional TV among Hispanics is the second-lowest at 76%, after Asian Americans (65%). Hispanic CTV viewing increased 25% to 54 minutes a day in Q3 of 2020.

Hispanics over-index versus most other cohorts in CTV consumption and under-index in traditional TV consumption.

Opportunities for Brands

Where do opportunities for brand marketers lie when it comes to engage the U.S. Hispanic consumer through CTV?

Isabelle Rafferty, CEO & Founder Canela Media, notes that “the advertisers best positioned to engage Hispanics via CTV are the ones who recognize Hispanics as a social, cultural and economic force. Brands who understand this fact possess detailed knowledge of the diverse backgrounds, passion points and types of messaging that resonate best with Hispanic audiences. For example, McDonald’s has consistently used its Hispanic-focused advertising to showcase experiences and situations that resonate deeply with Hispanic viewers, which not only creates an emotional connection but also demonstrates how well the company understands the audience.”

“Interestingly, while cord-cutting has become increasingly prevalent amongst Hispanic audiences, there is still an incredible lack of Spanish-language news shows and current affairs programming available on streaming services. We set out to bridge that gap by launching Canela News, which gives Spanish-speaking cord-cutters access to the latest in current events, sports and weather,” Rafferty adds.

Hispanic CTV Advertising: QSR, Auto, Energy, Alcohol and Tech

For any brand looking to make a meaningful connection with Latinos, CTV/OTT is a must . Rafferty notes that on Canela.TV, “”we’ve seen the greatest growth in ad spend from QSR, Auto, Energy, Alcohol and Tech and look forward to helping other brands and verticals define their footprint with US Hispanics.”

Precisely for reaching a market as heterogenous as the Hispanic market, with its many language, country of origin and cultural nuances, Hispanic CTV Advertising provides targeting capabilities via a myriad of data triggers that can provide customized ads – by making a reference to cultural customs (e.g. food, music, sports etc.) – in order to make the ad experience much less standard than it usually is on linear TV.

We’ve seen the highest growth in ad spend from QSR, Auto, Energy, Alcohol and Tech.

Plus, brand recognition tends to be lower by multicultural consumers therefore increasing the potential for advertising campaigns. Nielsen’s latest Annual Auto Marketing report found that driving connections with the multicultural consumer is key to the automotive industry. According to the study, consumers from multicultural groups – Hispanic, Black and Asian Americans – are aware of 10-20% fewer car brands than the general U.S. population. The reports adds that “automotive brands are less top-of-mind for multicultural consumers, and there is an imperative for marketers to close that gap because most purchase decisions can be traced back to brands that consumers already have in mind before starting out on the path-to-purchase. Another category that over-indexes in terms of Hispanic consumer demand are telecommunications, consumer electronics, money transfer as well as certain parts of the grocery and retail sector.”

Canela.TV differs from most OTT offerings because it was truly one of the 1st AVOD streaming entertainment platforms built exclusively for Latinos by Latinos. With Canela.TV, Latinos are no longer an afterthought or “subsection” of a larger offering. “Our entire platform was build with diverse Hispanic audiences in mind, offering culturally relevant content from around the world in Spanish and English. We cater to the complex origins groups, tastes and language preferences of the modern Hispanic landscape in America,” Rafferty emphasizes.

Isabel Rafferty
Isabelle Rafferty, CEO & Founder Canela Media
About 50% of Canela TV’s viewership occurs on connected TVs. 

Canela.TV has attracted a total of 3.2MM unique users in less than a year of being in-market, and is pacing to achieve over 8MM unique users by the end of 2021. Canela.TV is 100% over-the-top, and about 50% of its viewership occurs on connected TVs.Canela.TV uses audience data to enable brands to determine where they should be advertising, as well as the best way of establishing meaningful and in-depth relationships with U.S. Hispanics. “We also use audience data to figure out what types of content resonate most with our audiences, which in turn influences the programming that we decide to add to our library as well as the recommendations we offer to our advertisers,” CEO Rafferty adds.

Neccessary Ad-Tech Stack for Hispanic CTV Advertising

For its star product, Canela.TV, and its related Hispanic CTV Advertising,  Canela Media uses SpringServe as video ad server and use Google Ad Manager for Display & Video solutions across their O&O properties. Canela Media’s ever-growing OLV (Pre-Roll & Outstream) Network we relies on SpotX and FreeWheelCanela Media is also integrated withf DSPs and SSPs, like  Beachfront, Conversant, district m, e-Planning, EMX Digital, Freewheel, Google, Gum Gum, Index Exchange, InMobi, Magnite DV+ (Rubicon/Teleria), Mobfox, MoPub, OpenX, Pubmatic, Pulsepoint, Roku, Sabio, Simpli.fi, Smaato, Smart AdServer, SpotX, SuperAwesome, TappX, The Trade Desk, TripleLift, Unruly (RhythmOne), Verizon Media, Zypmedia. Additionally, Canela Media is connected for header bidding  via VAST and Ad Tags.

 

 

 

 

 

 

 

 

 

Havas Media Group and Teads have announced the beginning of their new joint collaboration, coined ‘Project Trinity’, which will focus on the fine balance between user experience, publisher monetization and advertiser results. Kicking off with an in-depth analysis into which factors have the greatest effect upon users’ engagement with editorial and attention dedicated to advertising, the partnership will look to create actionable insights to ensure the long-term sustainability for the open web.

Havas have long advocated that more Meaningful Media can build more Meaningful Brand through better Media Experience. This new partnership looks to extend this principle by harnessing Teads’ global reach and direct integrations with the world’s best publishers. The partnership’s core objective is to identify key engagement levers that yield optimal results for advertisers and positive experiences for consumers. By developing a greater understanding about the value of attention of today’s consumers, the long-term project aims to help publishers create a better user experience and therefore monetize their premium editorial content while increasing media effectiveness for advertisers, therefore creating a more sustainable online ecosystem.

The initial research will aim to quantify the benefit of a user centric approach for publishers and advertisers, demonstrating it is possible to create a virtuous circle for digital advertising which starts with great user engagement with the content. Based on research results, Teads and Havas will create actionable insights for publishers on how to boost attention without disrupting the media experience, as well as practical advice for advertisers who are seeking to buy attention to deliver greater marketing effectiveness.

Havas and Teads initial research will look at more than 15 factors including publisher layout and context, ad formats and saturation as well as readership demographics. This study will gather data from across several of the top 200 media properties in the US and UK, combining device events with eye tracking technology, across mobile and desktop.

Teads Havas

To realise its full ambition, the partnership will look beyond the initial study to additional research, campaign testing, A/B testing and client workshops to further the idea of Meaningful Media and continue to drive a sustainable media ecosystem.

To better understand what makes the most meaningful Media Experience, we need to continue evolving measurement.

“To better understand what makes the most meaningful Media Experience, we need to continue evolving measurement. We believe this ability will help us improve the connection between brands, consumers, and media partners,” said James Gyngell, Global Managing Director of Investments at Havas Media Group. “We look forward to undertaking this large-scale attention study with our partners at Teads.”

We want to step back and understand the dynamic of user engagement within the publisher environment, as well as advertising’s role within it.

Caroline Hugonenc, Global VP Insights, Teads said: “Respectful user experiences are a key pillar in our approach to Responsible Advertising, and have proven highly effective in driving advertiser results. With Project Trinity we want to step back and understand the dynamic of user engagement within the publisher environment, as well as advertising’s role within it. We strongly believe that there is an opportunity to create better alignment between readers, publishers and advertisers and are excited to work alongside Havas on this mission.”

Project Trinity will launch in June 2021.

By Caroline Hugonenc, Global VP Insights and Research, Teads

 

In the past few years, data privacy has suddenly become a hot topic, reaching into national press and is no longer just the concern of industry specialists. With everyone becoming more aware of the impact of data use, both personally and at a corporate level. Whether it’s the Netflix documentary The Social Dilemma, or Apple’s latest updates, privacy is now an international talking point. In an attempt to address data privacy issues, by mid 2022, third party cookies will cease to exist on Google Chrome. This step taken by the world’s most popular browser follows similar moves by Safari and Firefox and hopes to give people more control over their data, but it doesn’t come without its challenges for advertisers and media buyers.

The end of cookies is only the beginning of a new era

When thinking about this topic, it’s important to remember that while cookies have been a consistent part of online advertising for a long time, the ecosystem is not dependent on them. Cookieless does not mean advertising-less, personalization-less or relevancy-less. Cookieless simply means two things:

  1. The need for a transition towards responsible and sustainable advertising for our industry
  2. That it’s time for non-intrusive personalization to be the new norm, starting with the end-user’s experience and trust.

If we assume point one as a given, then we need to consider how to approach non-intrusive personalization. One of the available solutions is contextual.

Why should contextual alignment matter?

It’s worth pointing out that targeting ads via the content they’re seen in shouldn’t just benefit brands, but also the end user experience as well. Ads that are contextually aligned make sense to readers. Once someone decides to read an article (whether it’s about honeymoon plans, the latest tech release or piece of local news), they’re in a certain mindset. By aligning ads with that mindset means that the message should be amplified and therefore create real uplift and impact for a brand’s campaign.

It feels more in tune with the consumer’s values and interests, without concerning them that their personal data has been shared with too many additional parties.

What are the main challenges to overcome when it comes to Contextual?

With the death of the cookie, many will be turning to contextual as a solution for agencies and advertisers. But using context to maximise the impact of advertising is not easy to do, with a few key challenges in particular to be aware of:

  1. Accuracy. Many contextual solutions today rely heavily on keywords, which makes sense at a glance. But over reliance on single triggers can lead to false-positives and questionable accuracy that wouldn’t match the results seen in this study.
  2. Granularity. Broad contextual targeting can prevent amplification of the marketing message or proper engagement with the right audience
  3. Placement. Most contextual today exists across UGC content, which inherently has issues around accuracy and standardisation. This is in stark contrast to professional content which has long had agreed standards and 3rd party solutions.
  4. Actionability. It’s one thing to have a partner who can outline the benefits and implement an overall use case, but using contextual beyond the obvious will be an important distinction when evaluating contextual partners. Not all platforms will be able to go beyond intuitive planning and move towards actionable insights.

Testing media partners across all four of the above is critical for advertisers looking to leverage contextual as part of their planning strategies in future. Partners who have a proven track record will of course fare better, but scale is also important when it comes to context. Those partners who are processing large volumes of content, over a long period of time, will be best placed to understand content consumption and therefore the audiences that are reading them.

Contextual

But is contextual targeting really effective?

Consumers have evolved to anticipate disruptions over recent years which has led to greater battles for attention among advertisers, viewing attention as a valuable commodity in driving KPIs. As Bournemouth University’s ‘Attention Please’ white paper notes, quality attention is not best measured by time spent viewing as ‘we routinely spend lots of time doing things without paying much attention’.

This is why, at Teads, we have been conducting AB tests using our proprietary Brand Pulse solution to evaluate the impact of contextual targeting on advertiser’s KPIs. Our Brand Pulse methodology compares answers (up to) 3 questions served within our inventory on a control versus exposed basis.

For the contextual AB tests, we essentially run two Brand Pulse tests, one with contextual targeting and one without, then compare the difference in brand uplift. For example, if the brand uplift for ad awareness in the non-contextual study was 7%, and the ad awareness uplift using contextual targeting was calculated as 13%, the brand uplift of contextual targeting would be calculated as 86%. While our testing is in the early stages, the results of our contextual testing prove exciting:

The above results are based on data from 8 different campaigns across verticals and regions, and an average has been taken.

Contextual targeting should no longer be considered as a plan B, but as a true solution to deliver media effectiveness

Conclusion

As discussed, media buyers are facing the next evolution in digital, as the cookie is removed as a targeting tool. So with this study we’ve looked at one of the key solutions in the marketplace that delivers a level of continuity.

Contextual targeting can feel like it’s a deprecated and old approach, but we’ve shown the technology has evolved to make it highly viable and worth consideration. Over time, improvements have been made that allow us to solve for the main challenges of accuracy, granularity, alignment, placement and actionability.

This study has confirmed that, leveraging contextual alignment with a partner who has the right depth and breadth of technology, can deliver outstanding media effectiveness.

Case Study with Nestle and UM

The above theory was recently proved in a campaign with Nestlé and UM in Spain, successfully quantifying the effectiveness of contextual targeting.

Nestlé launched its new Nesquik Intenso range for young adults in November. A new offering without additives or artificial sweeteners and sold in a 100% recyclable container. For this campaign, two pieces of video content were optimized by the Teads Studio team for mobile environments; highlighting the packaging, the product and its key features.

The campaign ran in November and December 2020, and various segmentation strategies were used: socio-demographic data, interest data and contextual targeting were used to identify which environments, and content, the ad should run in.

contextualWe will continue to bet on finding innovative forms of segmentation that help us achieve our goals, especially now that the end of third-party cookies is near and we all need to adapt to remain effective. It is a time of transition and it is important for us to test alternatives and be ready for a world without cookies from 2022 . – Ramón Ruiz, Media and Consumer Relationship Manager Nestlé.

During the campaign, a Brand Pulse study was launched, which aimed to quantify the branding effectiveness of the different targeting segments used. More than 250 respondents exposed to the campaign were questioned, in each of the different targeting segments: socio-demographic data, contextual targeting and interest data.

Advertising recall increased 86% in the group that had the socio-demographic data segmentation and 87% in the contextual targeting segment, after exposure to the campaign. Therefore showing that contextual targeting can be at least as effective as classic socio-demographic targeting.

The campaign has been hugely successful and has served to verify the effectiveness of contextual targeting, showcasing an improvement of  Brand Awareness by 87% with just 25% of the campaign budget.

NUMATEC, a holding company focused on media and Martech ventures across the globe, announced the launch of EKN, a data-driven omni-channel buy-side media company that provides access to digital advertising inventory for display, video, social, mobile, native, and more.

NUMATEC established EKN by acquiring selected assets from Eikon Digital that are focused on providing trading and technology services to agencies and clients as well as premium media representation for both the U.S. and Pan-regional markets.

EKN is an answer to challenges market participants have. We are technology agnostic, more of a consultant than a technology provider.

EKN uses a number of leading platforms (such as DSPs, SSPs, and DMPs) to help clients achieve their goals through the EKN trading desk. EKN delivers effective results through its omni-channel buying capabilities, partnerships with the largest data providers, and best-in-class reporting, with solutions including:

  • Data—Data enrichment, Mapping, and Privacy
  • Media—Programmatic display, Connected TV and OTT, Mobile and desktop video, Search and Social
  • Reporting—Data integration, Custom dashboards, and Insights Analysis

Regarding the place EKN will be taking in the MarTech  and Ad-Tech ecosystem, Alejandro Leon, CEO Caribe – Centro America – Peru at EKN. tells Portada that EKN “is not a DSP, rather we are an answer to challenges  market participants have. We are technology agnostic, more of a consultant than a technology provider. We work with different DSPs, DMPs, SSPs and ad-serving technologies to optimize our clients  media buys and campaigns.”

“Our new and existing clients are able to run campaigns in every online media channel, while executing
on multiple strategies to influence consumer behavior. We use the marketing cloud through display, e-mail, SMS in a real omnichannel way. Best of all, our insightful reporting means continuous optimization and unmatched insights,” Leon notes.

Adding Value to the Media Buy

According to Leon, EKN has invested in a strategic team that adds value to the media buy and recommends strategies  and provides insights for campaign optimization. “We are partners for agencies, we do not sell any products, we sell a strategy and results for brands.  In the U.S. we work with brands and in Latin America more with agencies,” Leon adds.

EKN’s Approach to Trading Desks

Leon notes that EKN uses a traditional trading desk but adds data insights and graphs to provide a very professional reporting . “For reporting we use Datorama, which was acquired by Salesforce a few years ago. Datorama also includes historical data and other references and provides richer data.”

Alejandro Leon, CEO Caribe – Centro America – Peru at EKN Solutions

Regarding the up-coming cookieless world, Leon notes that
“cookies are not disappearing but being transformed into something that is not 100% clear. Brands are more and more able to get their own data . At EKN we help brands create and enrich data and use that primary data to make more intelligent and efficient buys.”

At EKN we help brands create and enrich data and use that primary data to make more intelligent and efficient buys.

EKN Clients

Leon notes that EKN works with  U.S. Hispanic clients but also has a specialized practice for Travel and Tourism in the U.S. which includes train lines, car rentals and airlines. “In Latin America we work with the top 500 global brands including Unilever, Procter & Gamble, Pizza Hut and many others.”

Recently created NUMATEC, of which EKN is a holding company,  comprehends more than 300 employees in 22 countries, in Europe and U.S. and Latin America,  and is led by a team of entrepreneurs who have successfully founded and exited multiple ventures, and now pool their resources and companies under one umbrella. Check out our recent interview with NUMATEC’s CEO Giuliano Stiglitz!

 

Online marketers who work on retargeting have seen the pattern. From 95 to 98 percent of online visitors search for something but the search never converts into a purchase. They leave the site without buying. For marketers, this leaves much to speculation and assumptions that can then lead to wasted time and investments in ineffective marketing programs.

Its a key element  of e-commerce marketing. One of the more common ways online marketers attempt to solve this problem is to “retarget,” which is to track those consumers and reconnect with them at some later point by showing display ads when they browse other websites. You’ve probably noticed this when you’ve used Google search to find something like a pair of shoes, and then later when you’re reading separate a news site, you’re exposed to a number of display ads centered on that very thing you were searching for earlier.

But once that marketer gets your attention, what can they do to increase the likelihood that you will make a purchase? That question is at the center of a new study that reveals what may be the best approach to increase conversion rates.

The research study to be published in the April edition of the INFORMS journal Marketing Science is titled Consumer Search and Purchase: An Empirical Investigation of Retargeting Based on Consumer Online Behaviors. It is authored by researchers from The Warton School at the University of Pennsylvania, Washington University in St. Louis, the University of California, and Fudan University in Shanghai, China.

Retargeting

To conduct their research, the study authors analyzed consumer behaviors in response to two distinct marketing strategies. In one approach, they sent out coupons via those retargeted display ads. The coupons would be redeemed upon purchase. In the other approach, the study authors used those display ads to provide seller recommendations that centered on a specific product offering customized to the user, but with no coupon or discount.

We have found that while both strategies help increase the conversion rate, the seller recommendations were more effective than coupons,” said the authors.  “This told us that providing consumers with the sellers’ information that is most relevant to them may be a more effective way to tap the power of retargeting.

To conduct their research, the study authors tapped empirical data from Taobao.com, which is owned by Alibaba and is the largest online retail platform in China. Like other major e-commerce platforms, it collects consumer browsing history and can reach consumers through direct messaging on the platform, either through the website or its mobile app.  The researchers built a consumer search model to establish the relationship between consumer preference and search behaviors. They studied the behavior of 104,189 consumers who searched for a specific product among 20 sellers.

Search Intensity Impacts Retargeting Efficiency

We noticed some predictable patterns,” said the study authors. “Consumers who had a higher search intensity for a specific product were more likely to actually make a purchase. Search intensity was measured in the volume of clicks tied to the same search or search term. What we found was that even where the consumer clicked on multiple possible products, it was the first link they clicked on that had the highest potential of generating a sale. In other words, after a more intense search, the consumer is more likely to go back to that initial seller once a decision to make a purchase is made.

Consumers who had a higher search intensity for a specific product were more likely to actually make a purchase….even where the consumer clicked on multiple possible products, it was the first link they clicked on that had the highest potential of generating a sale.

In addition to the two basic retargeting strategies – discounting or customization – the authors proposed to use the auction as a pricing mechanism to implement the policies. The auction pricing mechanism requires the seller to self-select. This means the seller selects certain criteria for its ideal customer for a specific product at a specific price-point and then bids on how much it will pay to reach that consumer.

“Through our research, we were also able to show that a pricing mechanism, such as an auction, also tends to improve the effectiveness of a retargeting program,” said the authors. “When Taobao used a pricing mechanism such as an auction, the company was able to improve the efficiency of its retargeting campaigns.”

When Taobao used a pricing mechanism such as an auction, the company was able to improve the efficiency of its retargeting campaigns.

How to best measure the success of PR campaigns from branding to ultimate sales performance is often cited as a key challenge for brand marketers in the Portada network. Though measuring this success is no sorcery, a recent IBA primary research study revealed that nearly half of B2B marketing managers struggled to determine contribution levels from PR and marketing agencies within the overall business. Here Jamie Kightley, Head of Client Services, IBA International, outlines the three insightful PR metrics needed to easily track PR campaign success. 

Metrics from PR campaigns can be evaluated in many ways, including website hits, SEO benefit, coverage breakdowns and messaging pull through. But despite the numerous methods for PR pros to tackle measurement, totaling up media engagements which, put simply, means a conversation or email with a journalist, is the closest some PR agencies come to metrics – with some even charging for this service!

High levels of this ‘media engagement’ –– is a high priority for some PR agencies, but this does not make it any easier for the C-suite or marketing managers to gauge PR performance. IBA research discovered that 41% of marketing managers felt their public relations agency focused too much on media engagements instead of concrete content placement metrics. And disappointingly, over a third also reported that their placements often occurred in the same small selection of media, demonstrating that some PR agencies rely of familiar media contacts for placements rather than their content.

IBA research discovered that 41% of marketing managers felt their public relations agency focused too much on media engagements instead of concrete content placement metrics.

Media engagement and timesheet reports are no substitute for cold hard media placements — so how can organizations successfully measure their PR output? Three simple metrics can provide an insight into PR campaign performance:

1.  A rundown on coverage – accumulation and analysis

Quarterly or half-yearly reporting should give agencies and their marketing managers a sizeable sample to gauge campaign performance, velocity and momentum – showing which content formats have performed well, and where.

The value of the information is only as good as the data collected and data entry must ensure that all coverage is logged and coded correctly – noting type of deliverable – release, positioning article, thought leadership, case study, feature, interview and so on – and how it was displayed by the publishing media outlet, and the format it was published on such as, e.g. online platform, digital issue/hardcopy or newsletter.

Effective data analysis makes trends more visible

Once the numbers are collected, trends should become more apparent through data analysis. For a campaign featuring a split of articles, press releases and interview outreach, organizations can then look at the results and consider whether the coverage formats match the levels of activity.

For example, a high volume of news coverage vs. bylined placements may indicate an organization has not reached ‘thought leadership’ status within their target industries. Or, on the other hand, a lack of news coverage may signal a rethink in press release strategies.

Measure PR

Data analysis will reveal the shortfall of newswires

If using newswires, this data-led approach can allow for a separation between wire-drive syndications and quality coverage which has been picked up, read and posted by a physical journalist. The ability to gauge newswire expenditure also opens up the opportunity for businesses to reduce this service and focus on pitching.

Remember to check message reach

Remember, businesses must keep in mind that 34% of marketing managers feel their public relations agency is ineffectual as they place content in the same small selection of media. But reaching a variety of publications with a PR campaign is just as important. A review of target media must be a priority and one that is continuously reviewed.

For businesses that use UVPM (Unique Visitors Per Month) to determine campaign reach, an analysis of their overall coverage will indicate campaign impressions.

Handle UVPMs with care

But organizations should chase high UPVM figures with caution and not at the cost of targeted campaigns – they are chasing B2B decision makers and potential buyers, not a vast consumer audience.

2. Valuable comms messages – with a spotlight on geographic and topic breakdown

While the previous section discusses analysis by format and asset origination, all coverage should also be coded by message and, for international campaigns, by geography. By drilling deeper, marketing managers can start to understand more about how their campaigns and messages are resonating outside their own four walls. After 6-12 months, PR coverage can give B2B marketing departments an accurate reflection of which campaigns and messages are performing well and most significantly, where.

Data enables you to fine tune B2B messaging for the markets

These metrics can then shape strategies going forward, to ensure topics of most interest to the media are corresponding with the company marketing messages of the B2B organization. Those messages may need to be prioritized, modernized or revisited accordingly.

Coverage reporting may show certain topics are more developed in particular geographies, or even industries, and marketing strategies can be easily tailored going forward to ensure the most relevant messages are delivered to the most receptive audiences.

3. Inbound benefits can drive traffic for B2B organizations

Outside of the marketing department, business leaders themselves will want to know the value they are deriving from their PR investment and here PR’s inbound benefits can be measured. Media outlets are progressively making the online move, paving the way for B2B organizations to boost their digital lead generation.

Media outlets have websites with extremely high-ranking domains, both in terms of their UVPM (Unique Visitors per Month) and search result prominence, therefore a targeted PR campaign generating high coverage volumes in influential media outlets will ensure a B2B organization, their messages, and keywords, are featured prominently in authoritative third-party domains. Ultimately, potential customers seeking specific software or industry issues are more likely to find a B2B organization with a consistent and active media strategy.

Placing company generated copy can optimize backlinks

On an even more direct level, by drafting the content they submit to influential media outlets, B2B marketers have substantial control over the backlinks they include. Press releases can contain relevant product page links and bylined content can incorporate links back to specific areas of the company website – research, white papers, blogs and more. Click through can be tracked through marketing platforms such as Hubspot or Marketo, or simply through UTM-codes and Google Analytics.

Make an impression using dynamic PR metrics

Informative PR metrics start with great performance. This is where a constant flow of coverage can unlock opportunities for PR to exhibit how far it has come regarding direct impact on sales and marketing.

According to data presented by Finaria, global search advertising revenues, the largest segment of the digital ads industry, rose by 6.7% year-over-year to US $152.6bn in 2020. The trend is set to continue in 2021, with the entire market reaching US $171.6bn value, US $19bn more than a year ago.

The year 2020 was a challenging year for the entire digital advertising industry, with even the largest players like Google witnessing significant revenue drops amid the COVID-19 crisis.

However, as millions of consumers shifted from brick-and-mortar stores to webshops, the entire market bounced back by the end of the year showing strong growth across all regions.

Mobile Search Ad Revenues to Jump by 16% YoY to US $86B

Thousands of companies, especially the big ones, have been hit hard by supply chain disruptions and customer challenges caused by the pandemic. To cope, many of them stopped their digital ad campaigns and reduced search advertising bids in the first half of 2020. As a result, cost per acquisition (CPA) and cost per click (CPC) were down across verticals and markets.

The shutdown in the travel industry, which spent most of its advertising budget on search ads before the COVID-19, caused another major hit.

Global Search Ad

Global Search Ad

In 2019, brands and media buyers spent US $142.9bn on search engine advertising worldwide, more than social media, video, and banner ads combined, revealed Statista Digital Market Outlook. In 2020, this figure jumped by almost US $10bn, despite the sharp fall in ad spending in the first two quarters of the year.

Brands and media buyers spent US $142.9bn on search advertising worldwide, more than social media, video, and banner ads combined.

Statistics show the global search advertising revenues are expected to jump by 12.4% in 2021. The increasing trend is set to continue in the next few years, with search ad revenues reaching US $211.4bn by 2025.

Mobile search engine advertising revenues are forecast to jump by 16% and hit US $86bn this year. By 2025, this segment of the search advertising market is expected to hit a US $120.2bn value.

Ad spending in the desktop search advertising segment is forecast to witness modest growth in the next few years, with the figure rising from US $85.5bn in 2021 to US $91.1bn in 2025.

Search Engine Advertising: The United States to Generate 40% of Global  Revenues

Analyzed by geography, the United States represents the world’s leading search advertising market, expected to hit US $67.74bn value in 2021, or almost 40% of total spending this year. Statistics show the US search ad revenues jumped by nearly 20% amid the COVID-19 crisis. By 2025, the entire market is expected to hit US $82.2bn value.

As the second-largest market globally, search ad spending in China is expected to grow by 11.3% YoY to US $37.4bn in 2020. The United Kingdom follows with a 14% year-over-year growth and US $12.3bn in ad spending.

Japan and Germany ranked as the fourth and fifth-largest markets globally, with US $6.7bn and US $5.1bn in search ad revenues, respectively.

Statistics show the combined ad spending in the five largest markets is expected to jump by 22% YoY and hit US $157.2bn value by 2025.

Javier Meza, SVP Marketing for Latin America, the Coca-Cola Company tells Portada how the beverage giant is pivoting to a more direct-to-consumer oriented strategy through owned media platforms, digital retail partnerships and more…

Javier Meza, SVP Marketing for Latin America, the Coca-Cola Company, is an Ecuadorean executive, who recently took over the reigns of Latin American marketing at Coca Cola out of Atlanta, Georgia, although, as he says, “he lives on the plane.” 

These are times of change,  also for the Coca Cola Company as the company recently announced a reorganization in nine operating units, Latin America being one of them, in order to streamline the organization and better enable the Coca-Cola system to pursue its “Beverages for Life” strategy. These newly created operating units focus on regional and local execution that will work closely with five marketing category leadership teams that span the globe to rapidly scale ideas. According to Meza, this is  a new way of working “with more emphasis on global coordination.”

Coca-Cola Marketing in Latin America: Direct-to-Consumer

Javier Meza, SVP Marketing for Latin America, the Coca-Cola Company
Javier Meza, SVP Marketing for Latin America, the Coca-Cola Company

Direct-to-consumer relationships have become crucial for The Coca-Cola Company in order to ensure its brands are “within a click’s reach of desire” as online shopping continues to surge due to COVID-19. “We are  doing a lot in that realm,” Meza notes.  “Covid-19  has accelerated our conviction in direct-to-consumer investments,”  he adds. As one example, he mentions CocaCola en tu Hogar, a direct-to-consumer platform that lets consumers order beverages and groceries for home delivery available in Mexico, Chile, Colombia, Central America and other parts of Spanish-speaking Latin America.  A launch of the platform in the Brazilian market is also planned.

Covid-19  has accelerated our conviction in direct-to-consumer investments.

Another element of Coca Cola’s e-commerce strategy is Wabi, in the words of James Quincey, Chairman & Chief Executive Officer of The Coca Cola Company, “a  multi-platform venture available in 23 cities across five continentsthat connects Coca Cola’s system and other consumer-products companies to store owners and end consumers through an ecosystem of digital apps.”

The Coca-Cola Company is also partnering with multi-vertical company Rappi as well as with other Latin American e-commerce players like native third party marketplaces Amazon and Mercado Libre as well as working with brick and mortar retailers who have a substantial e-commerce presence.

Coca Cola is pivoting its marketing and advertising from a more traditional approach to one that incorporates e-commerce marketing elements. “We are shifting toward a more performance/transaction oriented marketing approach with click to purchase as a key objective,” Meza notes.

Social Selling and Expansion in Owned Media

Overall, the number of CPG and beverage companies, selling directly on Instagram and other social media properties has increased substantially over the last year. According to Meza, Instagram selling is particularly interesting when it comes to offering new products and product innovations. “Generally, Instagram can help to drive awareness and click-trough rates tend to be higher for innovative products,” he claims.

The increase in Direct-to-consumer efforts and the need to acquire first-party data is also guiding The Coca-Cola Company’s expansion into owned and operated media platforms.  “The need to obtain more first party data is definitely one key aspects of our marketing going forward. Our answer to that is to create our owned media platforms like  Coke Studio globally and “Coca Cola en tu Hogar” in Latin America.  This priority is also guiding Coca-Cola’s Marketing Technologies investments. “Owned media platforms will help us achieve scale and more efficiency,” Meza says. “Owned Media Platforms and Customer development platforms (CDPs) will help us capture, maintain and leverage data”, he concludes.

 

Read about Coca Cola Latin America’s recent advertising campaign  in today’s Sales Leads Latam.

 

MarTech Investments in 2021 and beyond. The share of brands who choose the Customer Experience  MarTech category as their main area of investment over the next 18 months grew by more than 150% compared to our 2020 survey.

Portada Insights Report: What Brand Marketers Need from MarTech in 2021 and Beyond!

Our Portada Insights report “What Brand Marketers Need from MarTech in 2021 and Beyond” includes the aggregated results of brand marketers preferences in MarTech investment categories over the next 18 months. Results are broken down by the 5 Top MarTech investment categories and geographically (U.S and Latin America). Additionally, results for the top two categories  (Advertising & Promotion and Customer Experience) are broken down.

200 brand marketers in the Portada network throughout the Americas were polled. The survey took place in December 2020 and January 2021.

The 20 page report also includes qualitative statements of  brand marketers interviewed by Portada as well as advice and best practices from a select group of marketing service providers on how to best leverage marketing technologies.
Below are the key results of the report:

  • The share of brands who chose the Customer Experience  MarTech category as their main area of investment over the next 18 months grew by more than 150% compared to our 2020 survey. This increase is related to the acceleration of digitization and e-commerce propelled by the COVID-19 pandemic.
  • Regionally, the increase of the expected investment in MarTech related to Customer Experience is more pronounced in Latin America compared to the U.S.
  • Advertising & Promotion continues to be the leading category in the U.S. and is the second one in Latin America. The advent of Internet privacy regulations has increased the need of brands to invest in technologies that foster first-party data capture-maintenance and analysis as well as in technologies that are viable in a cookieless world including contextual targeting.

DOWNLOAD the 20 page report!

 

The global predictive analytics market size is anticipated to reach US $23.9 billion by 2025, according to a report by Millionin$ights. It is anticipated to register a 23.2% CAGR during the forecasted period, 2019 to 2025. The growth reflects an exponential increase in the generation of data coupled with rising awareness about its usage for implementing marketing strategies.

With the rise of Big Data and Artificial Intelligence, marketers have more powerful technology and analytics tools at their disposal than ever before. Data-backed customer insights can be used to enhance marketing efforts at every stage of the funnel, and one of the most effective tactics is using predictive analytics.

Predictive Analytics in Marketing

According to IBM, over 2.5 quintillion bytes of data are created every single day providing raw data that can be used to obtain data-backed customer insights.  As stated in an article written by Jennifer Xue for Single Grain, there are eight uses of predictive analytics in marketing:
-Detailed Lead Scoring
-Lead Segmentation for Campaign Nurturing
-Targeted Content Distribution
-Lifetime Value Prediction
-Churn Rate Prediction
-Upselling and Cross-Selling Readiness
-Understanding Product Fit

Large enterprises held a major share across the global predictive analytics market due to the surging usage of these solutions for the prediction of future trends according to the availability of historical data. While the small & medium enterprises segment registered the highest CAGR on account of the rising adoption of technologies like cloud and predictive analytics by several SMEs.

The deployment segment of on-premise dominated the global market in 2018 on account of the rising concerns about cloud infrastructure like privacy, storage, and data security. On the other hand, the segment of cloud deployment is projected to register the fastest CAGR in the upcoming years owing to its features like enhanced resource utilization, and cost-effectiveness.

North America dominated the global market in 2018 due to rising technological advancements and surging presence of key players across the U.S. While, the Asia Pacific is projected to witness the highest growth during the forecasted period, 2019 to 2025 on account of increasing deployment of such solutions among several services and solution providers.

The market for predictive analytics includes key players such as IBM Corporation; Microsoft Corporation; SAP ERP; Oracle Corporation; and Tableau Software, Inc. These players have started adopting inorganic and organic marketing strategies like collaborations, mergers, acquisitions, partnerships to widen their product portfolio and reach.

Further key findings from the report :

  • The large enterprises segment dominated the global market in 2018.
  • The segment of cloud deployment is projected to register the highest CAGR during the forecasted years, 2019 to 2025.
  • North America dominated the global predictive analytics market in 2018.
  • The key players in this market are IBM Corporation; Microsoft Corporation; SAP ERP; Oracle Corporation; and Tableau Software, Inc.

More information here.

 

MMA Global introduced an analysis showing that outcome-based marketing plans can outperform traditional reach-based marketing plans by more than 50% on return on ad spend (ROAS).

 

The growth strategy, Outcome-Based Marketing 2.0 (OBM2), represents a major step forward in validating how marketing organizations can achieve profitable growth by targeting more responsive audiences.

The OBM2 strategy enables brands to align budgets, channel allocation, and audience targeting directly with ROAS tied to those consumers who are more likely to respond to and be impacted by a brand’s advertising.

MMA found that a marketing campaign organized around the most responsive target audience for a brand — dubbed the “movable middles” — will yield far better outcomes than traditional media plans optimized for reach. Movable middles are defined by having a mid-range probability of buying an advertised brand; they are proven mathematically to have five times the responsiveness to that brand’s advertising and are unique to each brand. While they overlap somewhat with heavy buyers, they also include medium, light, and non-buyers. This helps marketers not only achieve good returns, but also expose their brand to a larger group of receptive consumers for long-term growth.

Outcome-Based Marketing
Joel Rubinson, the former Chief Research Officer for the Advertising Research Foundation

Joel Rubinson, the former Chief Research Officer for the Advertising Research Foundation, conceptualized the methodology behind OBM2 strategy (in part based on work conducted two years ago) on MMA’s behalf. Rubinson worked in conjunction with global information services and technology company Neustar to leverage their agent-based simulation models that incorporate media consumption and purchase behavior data from their targeting platform. These models uncover the individual consumer-level activities and market-level factors that are predictive of purchase intent with a high degree of accuracy. This approach helped find non-buyers with similar purchase probabilities and predicts where and how to target these important audiences.

“We are incredibly grateful to Neustar for working with us by providing their team’s amazing support and advanced innovative modeling techniques to predict media consumption and purchase behavior across 100% of U.S. households. This capability was invaluable to proving Outcome-Based Marketing 2.0’s value,” said Greg Stuart, MMA CEO. “MMA has been on a decade-long pursuit of a more disciplined understanding and implementation of ‘modern marketing’ for CMOs responsible for higher levels of business growth and profitability for their businesses. This new strategy is one more leap forward to achieve this as well as to raise the stature and gravitas of marketing as a whole.”

In a proof-of-concept study, MMA and Neustar deployed agent-based simulation methodology to target the movable middles on behalf of a brand of frozen pizza in the U.S. market. The analysis proved:

  • An Outcome-Based Marketing 2.0 plan optimized to target the movable middles outperforms a traditional reach plan by more than 50% on ROAS
  • Targeting the movable middles helps marketers increase marketing outcomes across the board versus traditional reach-based approaches, including attracting more non-buyers, increasing total consumer reach, and increasing buyer-penetration across light, medium, and heavy buying groups
  • Movable middles can be predicted with 99% accuracy for each brand, regardless of industry vertical.
Outcome-Based Marketing
Norman de Greve, CMO, CVS Health, and Chair of MMA’s North American Board

“The MMA always tackles the toughest marketing challenges, particularly when it comes to data and marketing optimization. Empirical evidence and analytics validate OBM2 as the most effective approach to improving return on advertising spend.” said Norman de Greve, CMO, CVS Health, and Chair of MMA’s North American Board.

The MMA always tackles the toughest marketing challenges, particularly when it comes to data and marketing optimization. Empirical evidence and analytics validate OBM2 as the most effective approach to improving ROAS.

“We want to ensure the brands we sell in our stores have the best chance of being considered for purchase — and MMA’s work is a welcome addition to any brand’s planning toolkit to help deliver results in an efficient and effective way,” noted Kay Vizon, Director of Media Services for Kroger. “I support this advancement in planning and applaud the MMA for their ongoing push to uncover ground-breaking and data-driven approaches to further brand growth.”

“We cracked the code on ad responsiveness when we realized that using a beta distribution to model consumer probabilities of purchase was the connection between ad responsiveness and targeting,” added Rubinson. “We are, in essence, arbitraging the opportunity to push harder on the groups of consumers that will predictably buy more of a product when exposed to advertising.”

Outcome-Based Marketing
Marc Vermut, Vice President, Marketing Solutions at Neustar

“This research uncovers why audience targeting recommendations based on ROAS and purchase probability work,” said Marc Vermut, Vice President, Marketing Solutions at Neustar. “It found that a marketing campaign organized around those ‘movable middles’ — the most responsive target audience for a brand — will yield far better outcomes than standard media plans optimized for reach.”

Marketing campaign organized around those ‘movable middles’ will yield far better outcomes than standard media plans optimized for reach.

Additional categories, including detergents, nutrition bars, and margarine, will be run through the same analysis in the coming months. The MMA has raised funds and expects to validate this planning approach in real-world, in-market experiments that will last a full year called “Brand as Performance.”

Noted marketing academics, including University of Oxford’s Dr. Felipe Thomaz and Dr. Andrew Stephen, as well as UCLA Graduate School of Management’s Dr. Dominique “Mike” Hanssens, have conducted a review of the methodology used in creating this new growth strategy and support MMA and Neustar’s model. Both universities are developing other complementary assessments and research that validate the findings. Meanwhile, a white paper on OBM2 can be found here.

 

 

Cookies in digital marketing have played a huge role. while digital consumption has accelerated throughout the past 12 months, the rules of advertising online are changing. As tech firms and regulators herald the end of the cookie in 2021, here are initial steps for marketers to take, to ensure their advertising is still reaping the measurable benefits of digital marketing, but with cookies no longer at their disposal.  By Remi Cackel, Chief Data Officer, Teads.

1 – Be prepared to face the challenge of no cookies in digital Marketing

Because there is no doubt this is a challenge. Digital marketing has used cookies as a base for years now, so continuing to be effective requires change. A change in approach, a change in teams and partners and scope. But with the right preparation, success will come. Make sure your parameters are clearly defined; how are you defining your market? Where do you view your brands sitting within those markets and how will you measure success going forward? Be sure that you’re analyzing and reviewing your current audience targeting needs, splitting it by top categories, such as demographics, interest, intent, etc.

2 – Reshape your first-party data strategy

Whether in terms of data collection or utilization, most of clients’ first-party data is largely cookie-dependent and will shrink. Despite this expected volume reduction it, paradoxically, becomes even more strategic to focus your time in using it, but in a different way. There are two key points to consider:

  1. Use your data beyond standard targeting.

You have to think beyond the utilisation of your data for direct messaging/lookalike modelling. Review in priority how your data can be used in two key uses-cases:

(i) To support cookieless planning and decision-making

The data you have about your consumers should become the cornerstone of your cookieless transformation.

For example using it to analyse which contexts over-index for your most valuable customers. Knowing the type of content your clients are reading in each market, and for each brand, will help you define your initial contextual targeting strategy.

(ii) To support measurement needs

Measuring performance and effectiveness does not need to be done across 100% of the campaign delivery, only on a statistically representative percentage.

Ensure you are using your 1st-party data to power media effectiveness measurement as much as possible (e.g: capturing online/offline signals of visits from your properties).

  1. Introduce sustainable identity resolution and privacy compliance

Review all your data collection and utilization channels to assess how you can map your users against login/persistent identifiers to future-proof its utilization.

When publishers introduce a significant volume of unique IDs on the open-web, you want to already be in the position of being ready to use it.

It’s also crucial to make sure you’re allowing proper data privacy management for users (user consent, right to access/delete, etc). This should be addressed not just from a regulatory perspective, but also to make sure you are engaging your consumers in the right way.

3 – Future proof your audience targeting capabilities 

We need to be realistic about what will replace the cookie. Despite many claims from across adland, there will be no one-size-fits-all solution. Different approaches will need to be properly understood, tested and combined in order to maintain the same levels of ad effectiveness.

Be sure to keep track of, and test, the most up-to-date industry initiatives. The most current ones are outlined here:

  1. Privacy Sandbox: Get ready for the first tests which will probably happen during H1 2021, find out more here
  2. Real-time profiling: Using insights and relevant (cookieless) signals as a proxy of an audience (e.g: context, device models, etc.)
  3. Publishers’ first-party data: Make a list of publishers who have relevant/suitable data for your main/core audiences. This approach has as many opportunities as it has limitations, be sure to be aware of both before fully committing to this path.
  4. Unique ID: Understand that it’s mostly about using a login and that you should not spend time in A/B testing different solutions. Publishers are progressively integrating more login solutions. Make sure to monitor the scale and begin testing as soon as it becomes actionable (in the mid to long-term)

4 – Discover the power of content

Contextual targeting is not a plan-B, it provides an equally viable media strategy that we’ve been proving with multiple brands across all markets around the world. The challenge with contextual targeting at scale is that harnessing its power isn’t understood by many. So what are the steps to take to ensure you can make the most of it? The same as all good campaigns, it needs to start with a good media plan to ensure proper actionability.

Use your first-party data, new tools, and insights to learn which contextual signals can be used, when, and how?

Next steps are using contextual information for creative personalization: How can your creatives be personalized according to the content of the page to truly amplify your message? Measure the outcomes and compare them to audience targeting, you will be pleasantly surprised with the results.

The additional layer is to A/B test different contextual targeting solutions from the marketplace. See which works best for your brands and campaigns, at the right moment.

During 2021, be ready to go even one step beyond by exploring new contextual signals at scale: Weather, time of the day, device models,…etc. are all key cookieless dimensions, allowing greater personalisation and media effectiveness.

5 – Don’t get lost on the way

As you engage in your transformation away from cookies, you will face multiple challenges. We’ve outlined some of them above, but no doubt more will appear as we move through 2021. But with the right approach, you will be in the best possible position to continue:

  1. Adopt the right mindset: There’s no need to panic, but advertising without the use of cookies has to be seriously considered and understood across the whole of your digital marketing organization.
  2. Focus your efforts: Clearly define your timelines and project scope: What will be tested, how and when? Don’t blindly test all the ad-tech proprietary solutions, focus your efforts for best results.
  3. Communicate, participate to relevant working groups and share your results: Showcase best-in-class work to the whole industry and learn other brands’ experiences and points of view. This is a challenge we all need to meet together, but cross-industry collaboration is the best way to deliver business results whilst, critically, regaining consumer trust.

Article written by Remi Cackel, Chief Data Officer, Teads

 

 

MarTech  investments are a key driver of the communications industry, both for entrepreneurs and investors.  Recently created NUMATEC comprehends more than 300 employees in 22 countries, and is led by a team of entrepreneurs who have successfully founded and exited multiple ventures, and now pool their resources and companies under one umbrella. We interviewed Giuliano Stiglitz, CEO of NUMATEC, to better understand his innovative company and learn about the MarTech (Marketing Technologies) sectors he sees the most potential for growth in. Numatec particularly seeks to grow in.


Corporate MarTech budgets will continue to grow globally. This is one of the main reasons why industry veteran Giuliano Stiglitz recently founded NUMATEC. According to Stiglitz the following four MarTech subsectors are particularly primed for growth:”First, AI-If you go beyond the fact that it is perhaps the most misused word in the industry, in its truest meaning, AI is the driving force behind automation and evolution of many of the platforms used today.” Second Stiglitz sees eCommerce as eCommerce is playing an important role “and its growth was accelerated by the pandemic and there is a growing demand for services that help eCommerce businesses succeed.” The third major growth sector for MarTech Investments is Customer Data: “Everything that has to do with capturing, understanding and harnessing the power of user specific data is key. Lots of growth here as we are just at the beginning of this trend.”. Finally, Stiglitz expects substantial growth in CTV and “generally speaking TV converting to Digital, still a lot more to go (hence lots of growth) to bring TV 100% to the ‘other side’”.

AI is the driving force behind automation and evolution of many of the platforms used today.

NUMATEC’s MarTech Investments

NUMATEC’s current portfolio of companies is focused on the growth trends described above as its subsidiary companies including Si Señor agency, Cookie Lab and The Tech Partners offer many of these services.
NUMATEC has allotted a war chest to continue its rapid expansion investing in MarTech, seeking other like-minded founders who wish to join the group and fuel growth. The main criteria for M&A will be whether companies complement the current stack, integration and over-arching strategy.
Geographically, Stiglitz sees a huge potential in Latin America: “Despite the fact that our origins are in LatAm and some of our businesses have been operating for quite some time in the region, there are still a few markets where we haven’t entered yet, notably Brazil, and we intend to cover the entire region. We are also very excited about expansion in the U.S. and Europe, where we see a huge potential for our services.”

We still see a huge potential in Latin America, where some of our business have been operating for some time.

NumatecStiglitz tells Portada that NUMATEC typically takes a majority stake of between 51% and 100% in the companies it invests in. “Sometimes we buy a stake in an existing company, sometimes we fund an entrepreneur who wants to start his or her own business and sometimes we incubate the business in-house. We provide guidance from Miami, but we incubate globally including Europe and LatAm.” Stiglitz says NUMATEC “typically is able to achieve profitability very quickly, and expects returns within a one to two-year timeframe.” NUMATEC generates revenue through its investments and the services it provides to its portfolio companies.

We typically are able to achieve profitability very quickly, and we expect returns within the first two years.

Stiglitz prefers not to limit or discourage potential partners by sharing a specific number to describe the maximum or minimum NUMATEC will invest in: “I will tell you though that we have invested as little as US $100,000  to launch a business and as much as US $1,000,000. The range is really quite broad.”

MarTech Investments: Holding Company and Investor

Giuliano Stiglitz
Giuliano Stiglitz, CEO, NUMATEC

Asked about the ultimate goal of NUMATEC (e.g. selling its portfolio companies, increase in size etc.), Stiglitz answers that he likes to say that NUMATEC has two or perhaps three souls. “On one hand, we are a holding company and an investor so our ultimate goal here is to maximize shareholders returns. We do that through acquisitions, through funding exceptional entrepreneurs and by incubating new companies in-house. We have a well-oiled and proven methodology, and we won’t stop doing that. This relentless activity has resulted in quite a diversification: by having different lines of businesses (within the digital marketing space) and by operating in such a diverse group of countries. We can clearly see some buyers interested in what we have built, but that said, we are not currently looking for buyers. We do see a lot of growth ahead for several years and we will keep our options open to other avenues, including an IPO. “We are also the perfect partner for Martech companies eager to attain more market share and accelerate their growth in the markets where we operate. We want to be seen as the market leader in channel partnerships and distribution for top-tier AdTech and Martech companies; this is one of our ultimate goals that goes hand in hand with the first one. Last but not least, we want to be seen as the ideal investor for the most talented entrepreneurs in our industry. By helping a new generation of founders achieve success, we’ll be able to achieve our goal and we’ ll have accomplished something meaningful in the process.”

We want to be seen as the market leader in channel partnerships and distribution for top-tier AdTech and MarTech companies.

Providing Brands with a Wide Array of Marketing Services

By undertaking MarTech investments, NUMATEC intends to build the world’s premier network of service providers for today’s global brands. Stiglitz emphasizes that NUMATEC’S objective is to provide brands (corporations) a wide array of marketing services through different NUMATEC portfolio companies. “Our objective is two-fold: the first, strategically investing in technology enabled service companies in the Martech ecosystem, and the second, partnering with the best available technologies to accelerate growth and distribution. By doing this we will be able to provide, as a group, the most complete set of services that compete with industry leaders,” he concludes.

By Sebastian Yoffe, Managing Director – Latin America, Lotame

COVID-19 changed it all. As marketers, and as people, we know that the way consumers live has been altered at a fundamental level by the virus and the resulting economic upheaval and social distancing practices.

Before COVID-19

In the pre-COVID-19 environment, it was easy for marketers to rely on a familiar set of personas.

Of course, creating those personas took work. Using first-party data as a foundation, marketers learned the basic habits and preferences of their audience, but they still needed third-party data to fill in the gaps in their knowledge. That meant breaking down data silos, scrubbing all the data, and deriving insights to build a working model. And once that work was done, you still had to test the results to see if they worked, or fail and start all over again. Still, the process had its rewards.

People aren’t eating, shopping or exercising the way they did just a few months ago.

Before the global pandemic changed our lives in profound ways, we could make some safe assumptions about how people lived based on available first-party data. We could guess, within reason, how the preferences of a 30-something male with a suburban ZIP code might differ from those of a woman in her twenties living in the heart of a major city.  But COVID-19 changed all that. As marketers, and as people, we know that the way consumers live has been altered at a fundamental level by the virus and the resulting economic upheaval and social distancing practices. People aren’t eating, shopping or exercising the way they did just a few months ago. They’re still doing all of those things, but daily habits have changed in ways that simply aren’t going to be captured by first-party data alone.

COVID-19 marketerSince COVID-19

Consider this simple example:

Imagine a male consumer in his mid-twenties visiting an automotive site in late 2019. He lives in a major city and his visit involves looking at a few two-door models and browsing the features. It’s behavior that would suggest he’s single, maybe in the market for a new car. When that same user logs on in June of 2020, his online behavior hasn’t changed that much. He might visit more frequently and spend more time customizing a car. He might even still be browsing two-door models but has expanded his search to SUVs and jeeps with more storage capacity. Yet his life has changed dramatically.

[…] using only first-party data there’s no way to tell that he’s probably a better target for ads […]

There’s not enough detail in the auto site’s view of this consumer to tell you that he’s now working from home, or that instead of looking to buy his first car for weekend trips, he’s now more interested in moving to the suburbs and replacing airline travel with road trips. He won’t be going overseas for a long time, but using only first-party data there’s no way to tell that he’s probably a better target for ads about a crossover model’s great gas mileage or its ability to tackle tough terrain for his trips to the mountains. Instead of the speed of a sportscar he might need in-car WiFi, roadside assistance, and the best sound system on the market.

All these changes are invisible to the OEM and its dealerships. From their perspective, he’s still a man, still the same age and living in the same location, and he’s interested in their cars.

Advertisers looking to connect with in-market car shoppers are missing out on closing this potential customer by speaking to his needs right now, rather than months ago. With the intel they have from first-party data alone, their ads are likely to fall flat, creating the kind of wasted spend that no one needs during a global recession.

Understanding a New Consumer

To understand what consumers’ lives really look like now, marketers will need to rely on third-party data. Without it, there’s no way for any digital marketer using a connected channel, to make the connection between distinct behaviors.

Data CollectThird-party data segments can reveal valuable insight for marketers. Consider the data available from third-party sources around discretionary spending. Before the pandemic, you could expect that a consumer who shopped regularly at a high-end retailer was probably in the market for work attire. Today, in a world where pajamas qualify as work clothes, someone visiting that high-end retailer might be better served with ads for outdoor wear, sleepwear, or casual clothes better suited to social distancing in the park than making a statement at the office.

These changes aren’t easily captured unless you have the data to build a complete picture of the customer.

Likewise, someone searching for a minivan might be planning a road trip for a COVID-safe summer vacation rather than to take the kids to futbol practice. These changes aren’t easily captured unless you have the data to build a complete picture of the customer. Reaching these audiences in ways that are relevant and respectful of how their lives have changed can have a big impact. But in all these cases, third-party data is the key to unlocking the right insights.

Surviving in a Changing World

COVID-19 marketers
Sebastian Yoffe, Managing Director – Latin America, Lotame

We’re in a critical moment. Many businesses are fighting not just for relevance but for survival. In this fiercely competitive new world, having a clear view of who your customers are and how they’ve changed in the last few months can mean the difference between surviving and thriving. To succeed in the rapidly changing environment, marketers need to make connections between data points and signals that first-party data alone can’t provide. For advertisers and publishers alike, third-party data closes the loop.

To succeed in the rapidly changing environment, marketers need to make connections between data points and signals that first-party data alone can’t provide.

Personally, I never could have anticipated the ways that my personal and professional life has changed in the last few months. While there’s definitely been disruption, it’s also been an opportunity to learn. Right now we’re focused on making changes that will help us cope with the new environment, but for us to connect with customers now and in the future, the digital ecosystem needs to improve. For advertisers, publishers, and consumers alike that represents a huge opportunity.

Are you using data to get a clear view of your customers? I would love to learn about your data strategy; please send me a note directly: syoffe@lotame.com

We spoke to Sebastian Yoffe, Managing Director, Latin America at Lotame on how his company’s data enrichment solutions can help brands and publishers deepen their connections to prospects, particularly in the current COVID-19 environment.

Register to the Sept. 2 Webinar Cultura y Tradiciones Succesful U.S. Hispanic Digital Advertising Starts Here!

The new Background…and Why First Party Data is not Enough

According to Yoffe, “the world is changing and so are consumers. The last few months have accelerated the shift to digital as consumers rely more on delivery or contact-free pickup of goods and services. All of our habits and routines have changed as well. First-party data while valuable to understanding customers was never enough for marketers. That has been made even clearer now. It’s imperative that the industry embrace other forms of data to get to know customers and meet them where they are — in tone, message, and modality. That comes from truly understanding how they work their worlds and what’s important to them now versus a few months ago. In addition, we have always championed a connected ecosystem and only by bringing all industry players together will we grow and deliver meaningful experiences to customers. ” Sebastian Yoffe - Lotame


Check out:
 A connected digital advertising ecosystem benefits everyone.  (By Adam Solomon, Chief Growth Officer, Lotame)

 

Third Party Cookies Not Turned Off Yet by Google

Yoffe, photo left, who is at the helm of Lotame in Latin America, notes that it is important to understand that Google with its 78% Chrome market share globally has not turned third -party cookies off yet. “This is the world we live in today. Hundreds of millions of dollars are being transacted in an ecosystem where Chrome is the dominant player. If you’re not working within the current ecosystem’s parameters, how are you even advancing advertiser needs and interests on more than half of the Internet? Third-party cookies won’t be going away until 2022 so until that time, the company’s new suite of data enrichment solutions known as Lotame Panorama will use third-party cookies when they are available but they aren’t required. We’re also heavily involved in Google’s work to remove cookies but again, until then, we are fully functional in today’s environment.”

If you’re not working within the current ecosystem’s parameters, how are you even advancing advertiser needs and interests on more than three-quarters of the Internet?

Data Enrichment Solutions Company: Ready for a Future Without Third-Party Cookies

Consumers’ digital lives have only grown more complex. With billions of data points from diverse sources, brands and publishers need a long-term cure to intelligently find and connect these resources rather than a series of band-aids. Lotame‘s ID Graph technology known as Cartographer plays a crucial role in helping marketers and pu8blishers find and connect with their audiences in meaningful and respectful ways, with or without cookies.

Lotame Cartographer‘s graph technology  connecting web IDs across first-party cookies and local storage. “We use local storage because Safari expires first-party cookies after a single day whereas local storage lasts for 7 days. In addition, our graph connects web IDs to mobile ad IDs and OTT IDs,” Yoffe asserts.

Cartographer connects web IDs, browsers and devices at the people-level, giving global brands and publishers access to every visitor to their site, regardless of browser, as well as through mobile app, TV and offline. It creates a master graph of graphs, mapping connections between, among and within people, the places they visit and their interests, with the thread of consumer consent. Cartographer plots, clusters and shares diverse data connections across 90+ platform partners to find more of a brand or publisher’s audience than anyone could find alone, creating increased or “true” scale. In doing so, the universe of people it can see and cluster reaches 1.4 billion unique consumers across 4 billion active IDs globally.

Yoffe explains that Lotame Cartographer makes secure and trusted connections at three key levels – ID, individual and household – using machine learning and deterministic and probabilistic techniques.

Creating Addressable Audiences

A key benefit of the appropiate use of marketing technologies is that they should be able to draw actionable conclusions that support better decision-making, optimize campaigns, and reveal opportunities and gaps. Lotame Panorama provides the rich data, tools and technology for marketers and agencies to create addressable audiences.

Yoffe shared that marketers do a tremendous amount of research and gathering of data across siloed resources in order to develop audience targets for granola bars, for example. They might want women between 18-25 who are interested in health and shop at these specific stores. They may even have multiple personas to sell that one candy bar. The challenge in digital advertising is finding that carefully crafted audience and engaging them with your marketing message.  Yoffe notes that he “first helps marketers create these audiences by consolidating the world’s largest resource of high quality second- and third-party data. We make this data accessible via Lotame Panorama to marketers and agencies to look at overlaps and indices, to interpret the data, to understand more dimensions of a customer than ever before. Marketers and agencies then create audience segments from these assembled qualities, behaviors, and interests. And, because Lotame is powered by the Cartographer ID Graph, technology, marketers gain even more knowledge about relevant attributes and behaviours tied to the individual.

These segments can then be pushed via Lotame Panorama technology to a marketer’s DSP so that they can buy against that audience. We also enable publishers to create these rich audience segments that can be bought across their properties either via direct deals or programmatically. Lotame Panorama has ready-made pre-packaged addressable audiences that marketers can buy now from 50 DSPs. Or as we said, you can create your own.”

Beyond a DMP,  A Data Enrichment Solutions Company

Data Enrichment SolutionsHistorically, Lotame was known as a DMP.  “We believe the landscape and Lotame have evolved beyond the definition of a DMP”, Yoffe notes. “Lotame positions itself as a data enrichment solutions company. These solutions help marketers, agencies and publishers in Latin America understand customers and create addressable audiences to engage consumers everywhere they are. Unlike a traditional tech stack, Lotame’s solutions are flexible, scalable and cost-effective alternative to the walled-off options. We empower marketers and agencies to buy the solutions they need, and only those that they need as opposed to the weighty and bloated martech stacks.  We see marketers eager to tap deeper into their data strategies in the region, and include within their core business strategy data.”

We empower marketers and agencies to buy the solutions they need, and only those that they need as opposed to the weighty and bloated martech stacks.

Register to the Sept. 2 Webinar Cultura y Tradiciones Succesful U.S. Hispanic Digital Advertising Starts Here!

“It’s worth noting that the need for data enrichment is more critical than ever. Due to the global pandemic, the world has changed — and consumer passions, interests and habits have changed as well. Relying on first-party data alone, marketers are missing out on those important changes in their customers’ lives and the understanding that comes with it to impact messaging, product development and more,” Yoffe asserts.

More about Lotame

Lotame is the leading provider of data enrichment solutions for global enterprises. Our connected and patented data technologies, curated second- and third-party data exchanges, and high-touch customer service makes Lotame a  trusted choice for marketers, agencies and media companies that want to build a panoramic view of their customers and activate across the cookieless web, mobile app and OTT environments. Lotame serves its global clients with offices in New York City, Columbia MD, Argentina, London, Mumbai, Singapore and Sydney. Learn more at www.lotame.com

 

 

By Sebastian Yoffe, Managing Director – Latin America, Lotame

Data Collect
By Sebastian Yoffe, Managing Director – Latin America, Lotame

Data is one of the most valuable resources businesses have. The more information you have about your customers, the better you can understand their interests, wants and needs. This enhanced understanding helps you meet and exceed your customers’ expectations and allows you to create messaging and products that appeal to them.

How do you collect this data? One of the most crucial tools for collecting — as well as organizing, analyzing and activating data — is the data management platform, or DMP. Your DMP can help facilitate all these steps and provide you with the tools you need to make the most of your data. There are various data-gathering methods you can use with the help of your DMP. We’ll explore some of the most common data collection methods below.

Primary Data Collection

The term “primary data” refers to data you collect yourself. Primary data is information obtained directly from the source. You will be the first party to use this exact set of data.

When it comes to data businesses collect about their customers, primary data is also typically first-party data. First-party data could include data you gathered from online properties and apps, data in your customer relationship management system (CRM), email marketing campaigns, offline data you collect from your customers through surveys and various other sources.

Because first-party data comes directly from your audience, you can have high confidence in its accuracy, as well as its relevance to your business. However, first-party data presents a narrow view of customers within the boundaries of a particular website or app.

Because first-party data comes directly from your audience, you can have high confidence in its accuracy, as well as its relevance to your business. However, first-party data presents a narrow view of customers within the boundaries of a particular website or app. To meet the needs of marketers who require a panoramic view of customers, you will need to enrich your first-party data with other types of data.

Second-party data has many of the same positive attributes as first-party data. It comes directly from the source, so you can be confident in its accuracy, but it also gives you insights you couldn’t get with your first-party data. Third-party data offers much more scale than any other type of data, which is its primary benefit. But third-party data can also fill in the gaps of knowledge about customer passions, interests, and behaviors.

hird-party data offers much more scale than any other type of data, which is its primary benefit.

Quantitative vs. Qualitative Data

You can divide primary data into two categories: quantitative and qualitative.

Data CollectQuantitative data comes in the form of numbers, quantities and values. It describes things in concrete and easily measurable terms. Examples include the number of customers who bought a given product, the star rating a customer gave a product and the amount of time a visitor spent on your website.

Quantitative data lends itself well to analytics. When you analyze quantitative data, you may uncover insights that can help you better understand your audience. Because this kind of data deals with numbers, it is very objective and has a reputation for reliability.

Qualitative data is descriptive, by contrast. It is less concrete and less easily measurable than quantitative data. This data may contain descriptive phrases and opinions. Examples include an online review a customer writes about a product, an answer to an open-ended survey question about what type of videos a customer likes to watch online and the conversation a customer had with a customer service representative.

Qualitative data helps explain the “why” behind the information quantitative data reveals. For this reason, it is useful for supplementing quantitative data, which will form the foundation of your data strategy.

5-Step Process to Collect Data

There are many techniques for collecting different types of quantitative data, but there’s a fundamental process you’ll typically follow, which consists of the following five steps.

1. Determine What Information You Want to Collect

First, choose what details you want to collect. Decide what topics the information will cover, who you want to collect it from and how much data you need. You may want to collect data about which type of articles are most popular on your website among visitors 18–34 years old. You might also choose to gather information about the average age of all of the customers who bought a product from your company within the last month.

2. Set a Timeframe for Data Collection

Next, you can start planning how you’ll collect your data and establish a timeframe for data collection. You may want to gather some types of data continuously. When it comes to transactional data and website visitor data, for example, you may want to set up a method for tracking that data over the long term. If you’re tracking data for a specific campaign, however, you’ll track it over a defined period. In these instances, you’ll have a schedule for when you’ll start and end your data collection.

3. Determine Your Data Collection Method

At this step, you will choose the data collection method that will make up the core of your data-gathering strategy. Consider the type of information you want to collect, the timeframe over which you’ll obtain it and other aspects you determined.

4. Collect the Data

Once you have finalized your plan, you can implement your data collection strategy and start collecting data. You can store and organize your data in your DMP. Be sure to stick to your plan and check on its progress regularly. It may be useful to create a schedule for when you will check in with how your data collection is proceeding, especially if you are collecting data continuously. Update your plan as conditions change and you get new information.

5. Analyze the Data and Implement Your Findings

Once you’ve collected all your data, it’s time to analyze it and organize your findings. The analysis phase is crucial because it turns raw data into valuable insights that you can use to enhance your marketing strategies, products and business decisions. Once you’ve uncovered the patterns and insights in your data, you can implement the findings to improve your business.

There are various methods of collecting primary, quantitative data. The right one to use depends on your goals and the type of data you’re collecting. Some of the most common types of data collection used today are: surveys, online tracking (e.g., your website or mobile app), transaction data tracking (e.g., ecommerce, in-store point-of-sale system), online marketing analytics, social media monitoring, collecting subscriptions and registration data (e.g., your email list, rewards program), and in-store traffic monitoring.

There are various methods of collecting primary, quantitative data. The right one to use depends on your goals and the type of data you’re collecting

The more relevant, high-quality data you have, the more likely you are to make good choices when it comes to marketing, sales, customer service, product development and many other areas of your business. Some specific uses of customer data include the following: improving your understanding of your audience, identifying areas for improvement, predicting future patterns, and better personalizing your content and messaging.

How are you collecting your data today? Are you using data to drive your business and connect with customers? I would love to learn about your data strategy; please send me a note directly: syoffe@lotame.com

Multicultural marketing may be officially dead (or more important than ever), but one thing is certain: smart marketers focus on culture. Three things they know and you should too…

Smart Marketers Keep Culture on the Front Burner
J. Walker Smith, Chief Knowledge Officer, Brand & Marketing, Kantar

Sometimes people have the view that with enough data you can target anyone effectively, thereby removing the need to appeal to the audience’s culture. How can we continue to recognize the importance of culture in this technology-driven age?  “Culture influences commerce.  There is a recurring tendency among business leaders to take culture for granted.  But culture is embedded in everything, and thus when culture changes everything is affected,” J. Walker Smith, Chief Knowledge Officer, Brand & Marketing at Kantar Consulting tells Portada.
“Culture is how people live.  Technology is simply a tool people use to engage with culture.  Technology is not unimportant.  It’s just not the context of life that is the root source of aspirations, expectations, and values.  That’s culture.”

 Periods of change are when culture gets noticed most, but it never goes away.  The smartest marketers keep culture on the front burner.  Lagging marketers ignore culture, so they are always behind change and new opportunities.

3 Things Brand Marketers Who Focus on Culture Know About

“Periods of change are when culture gets noticed most, but it never goes away.  The smartest marketers keep culture on the front burner.  Lagging marketers ignore culture, so they are always behind change and new opportunities, ” Kantar’s  J.Walker Smith adds.
Savvy marketers who focus on culture make sure to take into account the below three key considerations.

1. It’s Decision Science (Not Data Science)

Smart marketers who keep culture as a key priority know that ultimately data insights are there to base decisions on. That is why it is crucial that data scientists work in close coordination with brand marketing decision makers (who ultimately have the budgeting power.)

2. Marketers who Keep Culture on the Front Burner Run a Business Unit (NOT a Center of Excellence)

Data teams and cultural intelligence teams need to be embedded into the overall marketing organization. They should not act as consultants who have no real decision-making power (e.g. the Hispanic Centers of Excellence that some companies have set up are commendable initiatives but often don’t impact real marketing decision-making). The best is to integrate cultural insights into overall data analysis and marketing decision-making. For example, Curacao, a department chain store with locations in California, Nevada and Arizona which ranks among the top 100 electronics and appliance retailers in the U.S., makes sure to take  into consideration cultural insights as part of the whole marketing mix. Curacao has a team of data scientists that look at purchasing behavior and take into account culture by looking at consumers in the following way:
– Spanish-dominant
– Bilingual – Hispanic
– English-General Market

Another alternative to make sure that data insights and marketing budgets are aligned is by creating a business unit. Pepsi created a Hispanic Business unit in 2018 (a move somewhat contrary to overall U.S. marketing trends).  Esperanza Teasdale, VP & General Manager at PepsiCo’s Hispanic Business Unit, tells Portada, that her Hispanic business unit independently determines strategy , commercial tactics and, most importantly has a dedicated advertising and marketing budget. Teasdale is responsible for the overall Hispanic strategy, engagement and sales for the Hispanic business within Pepsi North America Beverages.

Smart Marketers Keep Culture on the Front Burner
Esperanza Teasdale, VP & General Manager, PepsiCo’s Hispanic Business Unit

We also have our own data team, which is responsible for analyzing the Hispanic business today. That is how we measure performance. Another part of the team analyzes consumer insights. E.g. segmentation. Their worked helped to provide a perspective of Hispanics that goes beyond years in the country and language and is more in the mindset of  the target, ” Teasdale adds.  This helped Pepsi to come up with “Es lo que quiero“, the Hispanic adaptation of the recently released tag “That’s what I like”.

Marketers in the Portada Council System voted for the topic “Why data scientists need to be culturally sensitive; A brand marketer’s perspective”  as the keynote topic for the upcoming Portada Los Angeles, April 2 conference. The topic selection highlights how important it is for brand decision makers understand the cultural implications of the data insights process.

 

3. Marketers who Focus on Culture Check Data Quality (DMP’s and DSPs)

The smartest marketers who keep culture on the front burner also know that data quality is key, particularly when it comes to cultural insights. Data management platforms (e.g. Blue Kai, LiveRamp and others) and demand side providers do not always provide solutions that capture cultural nuances. “For DSP’s and DMPs to have data on particular consumer targets, they need to identify and code them separately. Only this way you can get information/insights back,” an industry insider tells Portada. The issue is that DMP’s and DSP’s often don’t do that extra mile, because they are not paid to do it.

DMP’s and DSP’s often don’t to that extra mile, because they are not paid to do it.

We talked to Eric Tourtel, SVP of Teads Latam about the story behind the recently-announced strategic partnership with Precision, the programmatic division of Publicis Media.  We also discussed the key buzzwords and trends of the near future, and why Teads is ready to tackle them head-on with a revolutionary new tool. 

Last year, Teads closed a deal with Oracle Moat that allows buyers to select any custom billing point of viewability and transact on any viewability requirement. Portada also announced the new partnership with Precision, the programmatic area of Publicis Media, in Latam. Teads is the fast-growing platform that invented outsream video marketing. Now, they are changing the game again on their way lower into the funnel. To find out more, we caught up with Eric Tourtel, SVP of Teads Latam. Here’s all you need to know about the special nature of this partnership. Plus, learn how the company gets the ball rolling when it comes to data and AI.

 

The Importance of Having Allies: The Teads + Precision Partnership

Teads works with all the agencies. However, the partnership with Publicis’ programmatic area is unusual because it has a more significant qualitative component. “We’re going deeper, sharing more information. We have enormous amounts of first-party data and a very strong insights team,” said Eric Tourtel to introduce Portada to the story. As he explained, Teads started at the top of the funnel with good branding results after the launch of the innovative InRead video ad format. then moved to engagement and consideration, but the company has just recently started to focus more on performance.

Not only do we see who the users are, but we also see what they’re reading.

Now, Teads is able to fully audit the consumer journey. In Latam, the company has grown so much that it now reaches 90% of Mexican internet users, for example (source). “We find them within our network from 15 to 20 times per month. Imagine the gargantuan proportions of information we get,” shared Tourtel. “Not only do we see who the users are, but we also see what they’re reading. More than noting which URLs they’re visiting, we’re paying attention to the content they look for in those websites.” Consequently, sharing such information with Publicis will make for a very strategic partnership. According to Tourtel, most of the other partnerships are about price, volume, and discount.

 

Sharing the Teads Potential

“What makes this partnership special,” remarked Tourtel, “is the openness with which Teads will share its platform which most agencies aren’t aware of.” Thus, he had to organize intensive training in Miami with the directors of Precision offices all over Latin America. “We had to make sure they understood our platform’s potential,” told Eric. “We’ll have at least one training session per quarter in order to hear their feedback and adapt to their needs. This doesn’t happen at any other Demand-Side Platform.”

As Tourtel mentioned during our conversation, Teads might not be a very complex company but it is a very complete provider. It used to focus solely on video, but it has now evolved lower into the funnel to offer performance solutions. “Teads’ platform is different from DSPs in that it’s exclusively designed exclusively for Teads’ transactions,” informed Tourtel. “It’s all connected at a data level, as well as at a reach level. We are full-stack: an ad-server, SSP, exchange, buying interface…” In short, partnering up with Teads sounds like a very good idea.

We’ve grown together, that’s why collaboration flows more easily than with other players.

The other special aspect of the partnership was the story behind it. There’s a bond with Publicis that goes way back. “We have a lot of history together,” shared Eric. “I started Teads Latam six years ago and the first agency that took a leap of faith and talked big numbers with their clients for us was Starcom Miami. We’ve grown together, that’s why collaboration flows more easily than with other players,” added Tourtel.

 

Guaranteeing Viewability is no Longer Impossible

The main problem video marketers face is that nobody wants to watch video ads. They’re invasive, annoying, and get in the way between consumers and content. This is a real problem for Facebook and YouTube, but Teads got rid of the invasion factor. And so innovation played an important part in Teads’ process of coming up with a new format that was entirely different from a pre-roll.

The result was outstream video advertising, and it revolutionized video marketing. More consumers are now voluntarily watching ads. “We invented the InRead format,” said Tourtel. “It started with a video between two paragraphs. It’s not covering any content, so it’s not an intrusion, you can skip it if you don’t want to watch.”

Marc Pritchard, CEO of P&G has recently declared that his company’s ads have an average exposure time of 1.6 seconds on Facebook, compared to 13 seconds on Teads,” pointed out Tourtel. ”That’s because we display ads exclusively in profesional articles. We’re not relying on people who scroll down their feed quickly to see if something grabs their interest.”

 

How Teads Does It

We’re not relying on people who scroll down their feed quickly to see if something grabs their interest.

If you have the right format and you display it in the right place, it has to work. However, if you add to that an artificial intelligence that gathers precise data and continually learns how to classify it, that’s a winning combo. “Five years ago we built a team that created our AI,” told Tourtel. “We gave it one single question. ‘Knowing what we know about this user, what are the chances that this impression will turn into a full view?’.

In fact, technology at this point is a must. “When we started we did all of this manually, but as we grew into the third biggest digital company in Latin America this became impossible, so we created our AI.” Every time there’s a full view, Teads’ AI team looked at their whole file and then looked for similar profiles. Then, the AI gets better after each completion and is able to predict conversions more accurately. 

 

Brand Safety Can Also Be Guaranteed

Teads is proud to say that, apart from offering very high viewability rates, the company has never faced any brand safety-related issues. Teads uses Grapeshot, a well-known software that scans pages to avoid placing ads next to unwanted content that could harm the brand. “But we know Grapeshot isn’t perfect, so we added our own technology on top of that,” told Tourtel. “Our AI helps us read and classify articles. We also avoid breaking news pages because that’s where they show the horrible stuff.” Furthermore, Teads’ ads only appear on reputable publishing media, where journalists submit articles to an editorial manager for approval before they’re released. “It’s not like we’re a social network with 400 hundred people posting every minute,” he added.

Facebook owns social. Google owns search. LinkedIn owns professional relations. We intend to own media and press.

Nonetheless, explained Tourtel, the tricky part is knowing where to stop, as the definition of brand safety is a very subjective matter. “Brand safety means something different to each brand,” he mentioned. “Sometimes a brand will choose not to appear near the word death, let’s say. So you block any instances where the Word death appears, even if it’s something positive that doesn’t harm the brand at all. Imagine a story about an airplane accident with zero deaths, that’s very good news, but you have blocked the word death and thus you have reduced your reach and increased the cost.”

 

What’s Next for Teads?

Where is the company going and how will it use this potential? “Last year, we decided to regroup a bit,” answered Tourtel. “We were diversifying too much, so we went back to our core: media and newspapers. “Facebook owns social. Google owns search. LinkedIn owns professional relations. We intend to own media and press.”

While Teads has relied on acquisitions in the past, it’s now focusing more on building a strong platform that places them closer to the bottom line. “We own all our inventory and all our data,” explained Tourtel. “This gives us enormous freedom and a great ability to adapt because we’re not depending on any other companies with other priorities that could slow us down.”

AI and Reach on Target

The buzzwords going around are AI and data. Analysts and researchers are preparing for how the future of the industry is resting on those two vast words. Therefore, Teads has a new deal in the works with Nielsen that will allow them to take their innovative offering a step further. “Right now, when you sell the segment of 18-42 year-old women, you’re charging for 30-50% of reach on target,” he explained. “Everybody strives for 100%, but that’s like the holy grail. But soon we’ll be able to charge only for those 18 to 42 year-old women Nielsen confirms we’ve impacted on.”

This product will solve most of the problems we’re facing in digital every day.

Just like the InRead format solved viewability issues, Teads’ will boost performance via look-alike modeling, machine learning and massive amounts of first-party data. “We noticed that CTRs of O.01% are normal in the market while our CTRs range from 1% to 3%. We said, ‘We should sell clicks!’ and we came up with this product that will solve most of the problems we’re facing in digital every day.”

 

See a Trend? Own It

The trends are clear: according to Eric Tourtel, clients want transparency, brand safety, and social responsibility. “Brands are pressuring social media to take responsibility for the content they show, to avoid fake news and hate speech,” he pointed out. “We already have these priorities under control. Now, data will help us offer a more precise product. You’ll no longer buy what you don’t need and you won’t lose anything.” This way, the company will offer a full-funnel view of users’ purchase journeys.

 

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