Tag

digital marketing

Browsing

Teads, a global media platform, today announced the launch of the roadshow for its initial public offering of 38,500,000 Class A common shares pursuant to a registration statement on Form F-1 filed with the Securities and Exchange Commission (“SEC”). The initial public offering price is expected to be between $18 and $21 per share. In addition, the selling shareholders expect to grant the underwriters a 30-day option to purchase up to an additional 5,775,000 Class A common shares at the initial public offering price, less underwriting discounts and commissions. Teads has been approved to list its Class A common shares on the NASDAQ Global Select Market under the symbol “TEAD.”

Goldman Sachs, Morgan Stanley and JP Morgan are acting as lead bookrunners for the offering. BNP PARIBAS and Citigroup are acting as additional bookrunners for the offering. JMP Securities, Raymond James and William Blair are acting as co-managers for the offering. The proposed offering will be made only by means of a prospectus. A copy of the preliminary prospectus, when available, may be obtained from: Goldman Sachs & Co. LLC, Attn: Prospectus Department, 200 West Street, New York, New York 10282, telephone: 1-866-471-2526, facsimile: 212-902-9316 or by emailing prospectus-ny@ny.email.gs.com or Morgan Stanley & Co. LLC, 180 Varick Street, 2nd Floor, New York, New York 10014, Attn: Prospectus Department.

A registration statement on Form F-1 relating to these securities has been filed with the SEC but has not yet become effective. These securities may not be sold nor may offers to buy these securities be accepted prior to the time the registration statement becomes effective.

This press release shall not constitute an offer to sell or the solicitation of an offer to buy, nor shall there be any sale of these securities in any state or jurisdiction in which such offer, solicitation or sale would be unlawful prior to registration or qualification under the securities laws of any such state or jurisdiction.

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.

AI in digital marketing is one of the most important technological developments in decades. However, to use digital channels for customer engagement doesn’t mean sacrificing human connection over AI, customer engagement experts at Moxtra note. Find out how AI can automate routines, while freeing up valuable people hours so employees can readily serve clients whose needs demand a human touch.

This article is part of a thought leadership article series on Marketing Innovation presented and written by Moxtra, a company that helps businesses deliver client experiences for the digital age.

 

The rise of artificial intelligence is one of the most important technological developments in decades, and it’s a key driver in what many are calling the fourth industrial revolution. But not all consumers are convinced. Skepticism remains widespread, especially in the case of brands which rely too much on things like chatbots and autoresponders. For businesses, this means it’s more important than ever to humanize technology by using solutions like AI and chatbots to complement human roles, rather than replace them.

Human connection has never been more important, especially given the dramatic increase in remote work and digital business. More than ever, customer engagement is being automated to the extent that connection lacks the human touch needed to drive persistent relationships. But using AI in digital marketing channels doesn’t have to mean sacrificing human connection. In fact, it can mean quite the opposite. Digital channels also present new ways for brands to deliver a high-touch customer experience, especially in the digital era of online business and remote work.

Using digital channels doesn’t have to mean sacrificing human connection. In fact, it can mean quite the opposite.

AI in Digital Marketing: Driving persistent relationships with remote connections

In high-touch customer service, there’s a constant need for human interactivity to build trust and deliver the level of support clients expect. This is especially important in areas like wealth management, real estate, and legal. Clients in these sectors expect brands to be consistently present. That means opening a digital branch is essential for combining the convenience of readily accessible private digital channels with the human experience of interactive relationships.

That’s simply not possible if a digital branch is viewed solely as a high-tech solution. High-tech services, by contrast, include things like AI-powered chatbots. These might provide solutions to common problems and answers to everyday questions, and they undeniably play an important role in any self-service portal. However, clients also need to know that a human team is available to them. That’s why effective digital branches also incorporate interactive features like messaging, document collaboration, meetings, and video conferencing.

Clients need to know that a human team is available to them. That’s why effective digital branches also incorporate interactive features like messaging, document collaboration, meetings, and video conferencing.

Despite the fact that AI is often seen as the dehumanization of client-to-business relationships, it can itself have quite the opposite effect. The economic case for chatbots, for example, is clear. Even the biggest companies simply don’t have the human resources to stay connected to their clientele around the clock. In many businesses, sales and support teams already spend their entire workdays managing client engagement. However, many routine operations are easily repeatable. AI in digital marketing can automate those routines, while freeing up valuable people hours so employees can readily serve clients whose needs demand a human touch.

Human Connections

How to Use AI in Digital Marketing: Delivering personalized and interactive customer experiences

Establishing the optimal blend of AI- and human-powered digital connections lets businesses deliver a personalized and responsive service. With a branded OneStop Portal, firms can take advantage of a complete and integrated suite of communication and collaboration tools, which employees and clients alike can access from any internet-connected device. Also, since every digital interaction adds to an auditable trail of data, AI can then help decision makers come to informed decisions thanks to data-driven insights. In that respect, far from replacing humans, AI augments their capabilities by helping them automate routine operations and make sense of client interactions at massive scale. Armed with these insights, businesses can continuously improve their offer and better manage persistent relationships across the board.

Since every digital interaction adds to an auditable trail of data, AI can then help decision makers come to informed decisions thanks to data-driven insights.

Final Words

It’s essential that brands, particularly those in high-touch industries like professional services, understand the difference between the roles of digital, AI in digital marketing and human digital experiences. Both can work together to achieve extraordinary results at virtually any scale. Marketing Technology can make customer experiences more human by giving people tools that enhance their capabilities and allow them to focus on what they do best – building real relationships, being empathetic, and making sense of complicated situations. And there’s no better way to do that than through a OneStop Digital Branch that’s readily available to its clients.

Moxtra’s just-in-time platform powers branded OneStop Apps for customer engagement and collaboration for today’s digital age. Get in touch today to get started with an app for your business.

Written by Moxtra

 

Check out other articles written by Moxtra for this thought leadership article series on Marketing Innovation:

Digital Customer Experience, Marketers Play a Key Role in Unifying Goals

Adapting Your Brand to a Digital World

How Customer Convenience Builds Brand Loyalty in Today’s Digital Age

 

Teads makes public offering. The global media platform announced today that it has filed a registration statement on Form F-1 with the U.S. Securities and Exchange Commission (“SEC”) relating to the proposed initial public offering of its Class A common stock.

The number of shares of Class A common stock to be offered and the price range for the proposed offering have not yet been determined. Teads intends to list its Class A common stock on the NASDAQ Global Select Market under the symbol “TEAD.” The offering is subject to market conditions, and there can be no assurance as to whether or when the offering may be completed, or as to the actual size or terms of the offering.

Goldman Sachs, Morgan Stanley and JP Morgan are acting as lead bookrunners for the offering. BNP PARIBAS and Citigroup are acting as additional bookrunners for the offering. JMP Securities, Raymond James and William Blair are acting as co-managers for the offering. The proposed offering will be made only by means of a prospectus. A copy of the preliminary prospectus, when available, may be obtained from: Goldman Sachs & Co. LLC, Attn: Prospectus Department, 200 West Street, New York, New York 10282, telephone: 1-866-471-2526, facsimile: 212-902-9316 or by emailing prospectus-ny@ny.email.gs.com or Morgan Stanley & Co. LLC, 180 Varick Street, 2nd Floor, New York, New York 10014, Attn: Prospectus Department.

A registration statement on Form F-1 relating to these securities has been filed with the SEC but has not yet become effective. These securities may not be sold nor may offers to buy these securities be accepted prior to the time the registration statement becomes effective.

This press release shall not constitute an offer to sell or the solicitation of an offer to buy, nor shall there be any sale of these securities in any state or jurisdiction in which such offer, solicitation or sale would be unlawful prior to registration or qualification under the securities laws of any such state or jurisdiction.

 

Global technology company DigitalReef launched on June 17, establishing itself as a large scale, fully-integrated mobile marketing and advertising platform. DigitalReef was formed through the merger of five leading digital advertising and marketing firms: Flowsense, Imagination Unwired, IMOXLemmonet and MobTarget. Portada talked to Maurizio Angelone, CEO of DigitalReef, to understand the rationale for the launch and the opportunities ahead.  

At inception, DigitalReef encompasses a total network of 300M+ registered users, capturing 3.3 billion monthly impressions with a reach of approximately 70% of mobile users in Latin America. According to Angelone,  the goal of creating DigitalReef is to provide a complete end-to-end solution for brands, marketers, and app developers seeking exposure on one of the world’s largest direct-to-device advertising platforms and for network operators, OEMs and app publishers to engage with their user base in a more effective way.

“DigitalReef is the result of the integration of 5 companies: “Imagination Unwired, IMOX and Flowsense together form the DigitalReef technology platform while Lemmonet and Mobtarget represent the inventory we create, offering clients a more personalized mobile marketing and advertising experience,” Angelone adds.

End to End Solution with a focus on Latin America

“All of the companies we brought together complement each other in a very unique way and together offer a powerful end to end solution with a focus in the LATAM market, which has been very fragmented in terms of adtech/martech offerings so far,” Angelone notes.  “The companies we are merging were actually all founded in LATAM. With our combined footprint in LATAM we now represent a one stop shop for advertisers and brands who want a seamless mobile marketing and advertising journey in the region. We like to think of ourselves as the gateway to LATAM.”

DigitalReef: Service Provider to Telcos and a Monetizer of Telco Media

DigitalReef clients include Amazon, Bradesco, Heineken, Samsung, Starbucks and Uber in addition to

Maurizio Angelone, DigitalReef CEO.

the largest local and regional network operators such as  Telefonica, Claro and Entel. DigitalReef has a wide portfolio of technologies and marketing solutions that are utilized by telcos. DigitalReef establishes a direct channel to telcos’ and OEMs’ consumer bases allowing for more control, more efficient engagement and monetization. Angelone,  a 20-year veteran in the mobile technology space with deep experience in growing the LATAM and other global mobile markets, notes that by providing a better understanding of their consumers DigitalReef offers clients the opportunity to better retain and more effectively target with relevant content, products and services. In Angelone’s words his company  leverages advanced targeting to provide detailed clusters of users to brands resulting in higher CTRs. “We also provide access to exclusive first-party data inventory and offer a replacement to traditional cookies at a time when most browsers are phasing them out.”

We leverage advanced targeting to provide detailed clusters of users to brands resulting in higher CTRs. We also provide access to exclusive first-party data inventory and offer a replacement to traditional cookies at a time when most browsers are phasing them out.

Angelone highlights that DigitalReef and its permission based marketing database offer great solutions for the upcoming era of cookieless marketing: “The world of targeting and shared targeting data is changing rapidly. Cookie-less browsers, loss of IDFA and eventual adoption by Android, will change how the advertising world finds and talks to consumers. This is a world where many billions of dollars of investment by major industry players across the advertising industry expires at day zero. This ultimately levels the playing field for everyone else.”

As a company, DigitalReef’s reach with over 300M+ registered users, accessed through DigitalReef’s comprehensive customer data platform that blends artificial intelligence, first-party device and mobile specific user data in participation with operators and device manufacturers, “allows us to predict and identify context and behavior across our network. You simply can’t beat first party data in understanding users in the new world,” Angelone claims. DigitalReef collects anonymized behavioral data such as applications installed on a device or data usage. We do so in full compliance with the various local industry policies and regulations around the world. We also comply with strict telcos requirements in terms of data collection and privacy.

You simply can’t beat first party data in understanding users in the new world.

DigitalReef: A Device Based Alternative to the Duopoly

Angelone expects that by 2023, 80% of Latin American advertising industry expenditures will be on mobile. According to eMarketer, mobile advertising spend in LATAM is projected to grow at a 19% compound annual growth rate from US $4.4 billion in 2017 to US $10.5 billion by 2023. “The mobile advertising industry is constantly evolving with so many dynamics at play. Right now, the Facebook Google duopoly is still dominant with mobile web, search and in-app advertising but DigitalReef’s ability to provide device based advertising channels makes it an exciting alternative for those brands and marketers looking to reach customers in new ways.”

By 2023, 80% of Latin American advertising industry expenditures will be on mobile.

Flowsense’s In-App Engagement: A Case Study

Flowsense, one of the five units of DigitalReef, brings an important part of the technologies that form DigitalReef’s tech platform and will be instrumental to expand its presence in the engagement marketing space. With over 5 million apps available, it’s a challenge for large companies to be relevant in the app ecosystem. However, it is understood that the future is mobile and consumers demand a more personalized relationship in their apps. “We see this market and this kind of demand – efficiency and personalization – as ever growing consumer trends, which need to be considered as an essential piece of the puzzle for any winning mobile app strategy,” Angelone asserts.

For example, one of Flowsense’s clients is Carrefour Soluções Financeiras (CSF), a Brazilian based financial company part of global retailer Carrefour Group. CSF tasked Flowsense with improving the company’s app to boost offline traffic and revenue in physical stores. Flowsense succeeded by utilizing marketing automation to target push notifications and in-app messages based on audience segments and contextual understanding of the users, such as location and purchase history. The strategy resulted in:

  • CTR (click through rate) on push notifications increased to 25.4% in just 6 months (average CTR is typically 3%-5%)
  • Increased Carrefour Card activation by 70,000 incremental units
  • Reduced communication costs for billing by 77%, replacing SMS with push notifications

 

 

 

 

 

 

 

This week, Google announced that it was delaying the depreciation of 3rd party cookies from within its Chrome browser environments. Originally planned for implementation in 2022, the phasing out is now planned to begin mid-2023. It’s the latest twist in the tale for the digital media industry, but what does Google’s announcement actually mean and what’s going to happen next?

By Remi Cackel, Chief Data Officer, Teads

Understanding Google’s announcement

Google was not the first tech giant to announce its planned depreciation of 3rd party cookies, but it has been the most significant due to its scale. As of March 2021, Google Chrome had around 65% of market share for browsers globally, so updates that affect data and targeting have implications that affect advertisers, publishers and tech platforms alike.

Google’s answer to the phasing out of 3rd party cookies on Google was a privacy sandbox model, called “FLoC”, and while they still believe this is the best solution, it seems the challenges involved in implementing such solutions at scale are greater than initially anticipated. This seems to be true from a technical perspective, with FLoCs currently only deployed on a tiny amount of Chrome traffic (<0.5%) which means the wider industry currently has no ability to test working models. But also from a regulatory perspective, with questions around GDPR compliance being raised, as well as the UK’s competition authority asking for oversight of the project to allay concerns that these changes will bring about monopolistic advantages for Google.

Google has stated that this extra time should be used collaboratively to solve many of the challenges removing 3rd party cookies brings in, including ad measurement, delivering relevant ads and content, and fraud detection.

Is this good news?

There is no doubt that the 2022 timeline was always going to be ambitious, given the lack of alignment across the digital landscape about the best solution for replacing the 3rd party Google cookie. Advertisers still want the promise of digital marketing of accountability, personalization and accuracy, whilst publishers need to ensure their content and audiences are properly valued to maintain sustainable business models.

But whether it was Unique IDs, privacy sandboxes, predictive audiences, contextual targeting or 1st party data strategies, in order to create robust and privacy focused solutions, the online world needed more time. Publishers were especially confused and concerned, as our recent survey revealed, with potentially huge impacts to their businesses without them being able to have an input into the new cookieless era.

So while a delay is welcome, we cannot let up. There have been huge strides forward over the past couple of years but there is still a huge amount to do. This is a long journey and the implications are still being understood, so we must not let up. Because cookieless is coming, even if Google has delayed their rollout, the limitations introduced by Apple with IDFA utilization (iOS 14.5) and upcoming IP deprecation (iOS 15) still require an immediate need for privacy-compliant data solutions. Indeed over 50% of current traffic in the US is cookieless.

Aligned with which, consumer awareness of privacy is only heightening and the appetite for digital privacy is at the highest it has ever been. Businesses that organize themselves around future facing, sustainable data and revenue practices will be better prepared to deal with any future announcements that come from big tech.

Cookies Google

Cookies-Google: What does it mean for advertisers and publishers?

Do not stop your efforts:

  • Cookieless is an immediate need and challenge, with a large part of the web traffic already being cookieless, including over 50%+ in the US and UK.
  • Privacy-compliance is a key focus from a consumer standpoint. Apple will accelerate IP address removal in September, requiring real cookieless solutions in Safari, which will remove the possibility for fingerprint workarounds for those ad-tech players that have been using it as a strategy.
  • Cookieless readiness takes time. Getting started as soon as possible is a key factor of success.

To be prepared, Teads’ advice has consistently been to not rely on a single cookieless solution, no matter which side of the ecosystem you sit on. To be dependent on a single provider or approach means that at any moment, a new regulation or policy change could significantly impact your business.

A combination of privacy first approaches allows you to be agile and adapt as the digital ad industry evolves. At Teads, our Cookieless Readiness Program, for advertisers and publishers, talks through all of our solutions outlined below as sustainable solutions, with comparable effectiveness to cookie-based solutions without compromising on user privacy:

  • Our historical data analysis and predictive models around content consumption allow precise audience profiling without identity resolution mechanisms.
  • Teads’ predictive audiences which drive a similar accuracy and effectiveness for audience targeting without the need for identity resolution.
  • Using contextual targeting to deliver high campaign effectiveness
  • Integrating and implementing first party data strategies.
  • Planning, Insights and Measurement tools that make anonymous traffic actionable at scale

What happens next?

The reality is that the announcement shouldn’t change anything for the digital media industry. The previous timescales meant that many businesses weren’t going to have the chance to build robust plans before the cookieless world became a reality.

So the main message is that there are now two critical reasons to test and use cookieless solutions:

  • There is an opportunity to build trust and engage with ALL users, including those using existing cookieless environments such as Safari.
  • Strategically to transition to a cookieless era and be fully prepared when the light totally goes off.

If you want to take part in our Cookieless Readiness Program or have questions about how we can support your move to the cookieless era, visit our cookieless hub or contact your Teads representative for more information.

 

Digital Customer Experience: With digital channels here to stay, marketers must provide personalization and convenience across channels.

This article is part of a thought leadership article series on Marketing Innovation presented and written by Moxtra, a company that helps businesses deliver client experiences for the digital age.

Marketers work to build the best customer experiences possible by utilizing the most effective channels for their unique brand and audience. In today’s digital world, customer expectations for interactions have gone digital, using web and mobile, and marketing teams translate the traditional in-person experiences to digital in order to stay competitive.

Simply implementing digital tools is not enough, marketers must mirror the levels of personalization provided in physical locations across digital devices — seamlessly and efficiently— in one consolidated space. Marketers must embrace a holistic digital mindset, both externally and internally, by deploying virtual branches of business for a fully integrated digital transformation.

In industries from banking to retail, today’s customers expect both a convenient and highly engaging service experience.

Expectations have shifted so much that marketers must now re-examine and update the entire customer journey.

Expectations have shifted so much that marketers must now re-examine and update the entire customer journey and explore every touchpoint in the customer experience, adapting each one to mimic the high-touch engagement of in-person interactions.

With a branded app, customers are able to engage with your brand identity conveniently and are more likely to associate positive experiences with your brand. With a private digital channel that is available wherever, and whenever, the wider your reach and the greater your brand consciousness.

Increasing brand consciousness encourages consumers to be more active participants in the shopping experience, but also requires you to deliver a compelling digital channel that keeps their attention and responds to their needs.

While the consumer-facing component of your business’s digital arm is critical, it must be part of a broader ecosystem of tools that enable cross-team collaboration, management and productivity. By equipping your whole team with powerful, all-in-one platforms, you improve the employee experience and help them perform better, translating to more sales.

Effective digital transformation requires holistic, integrated change across your entire organization.

Digital Transformation

In industries from banking to retail, today’s customers expect both a convenient and highly engaging service experience.

  1. Digital Customer Experience: Engage with customers with comprehensive digital channels. When customers need to toggle between multiple apps to engage with your business, they’re often engaging in a frustrating and disjointed experience. By housing all capabilities in one secure location, you distinguish the customer experience as a branded one, building recognition for your logos, voice and offerings. Users should be able to access the full organization from anywhere, across all digital channels.
  2. Leverage personalization in the digital experience. Whether online or in-person, customers expect to be treated as individuals with names, preferences and a purchase history. Use the digital landscape to translate in-store brand experiences to a virtual platform. For example, give product recommendations via email based on customers’ unique buying behavior and the changing seasons. Rely on data and insights to display dynamic calls-to-action with language tailored to each customer’s preferences and motivations. In short, look for opportunities to spark an emotional connection with buyers that makes them more likely to click — and convert.
  3. Establish clear communications with your team. Owned and branded digital messaging channels allow teams to communicate on-demand effectively and securely, both internally and with customers. Centralized platforms allow swift communication company-wide. In addition, they enable businesses to tailor permissions for internal discussions.
  4. Enable effective management. Your digital capabilities should include a management portal for insight into internal activity and visibility on external communications. With all digital customer experience and employee interactions organized within a single secure platform, businesses can gather and store data, creating important audit and e-paper trails. This data can also be used to track and analyze performance related to key business goals, then optimize areas that are lacking.

As digital expectations continue to soar and consumers look to seamless brand experiences for their services, marketers play a critical role in merging digital resiliency with the brand experience.

Moxtra’s just-in-time platform powers branded OneStop Apps for customer engagement and collaboration for today’s digital age. Get in touch today to get started with an app for your business.

Written by Moxtra

Creating a convenient experience for customers cultivates brand loyalty. In today’s digital age, convenience is more accessible than ever before.

This article is part of a thought leadership article series on Marketing Innovation presented and written by Moxtra, a company that helps businesses deliver client experiences for the digital age.

For clients to remain loyal, businesses must adopt a client experience that achieves convenience. In order to live up to instantaneous expectations, consistent dedication to the client, their experience, and a heavy emphasis on customer convenience are required when establishing and nurturing loyalty.

For any small business owner, CEO, or customer experience leader, knowing the right strategies and staying away from the common missteps can make all the difference.

Being Responsive is Key 

Customer convenience and loyalty, in most instances, are dependent on each other. Generating customer loyalty is all about offering a convenient experience that provides clients with the needs and services they are looking for from your business. Consumers today are highly connected, and they forge an emotional connection with the brands they choose to do business with. This means that optimizing your customer experience and customer journey is key to ensure your client base does not leave for your competitors.

It begins with meeting your clients where they are. Be responsive. Take a look at the market, get to know the pain points, and provide a direct solution to your target audience’s needs.

Digital Technology Drives The Consumer Experience

Business owners today simply cannot expect to generate engagement, build a following, and create loyalty without undergoing digital transformation. Consumers remain ever-connected and ever-dedicated to mobile technology, and that idea shows itself in a number of different ways.

Look at a company like Uber – they were able to help propel the rideshare movement into a multi-billion dollar industry simply by improving the ordinary taxi experience through the use of digital technology in one actionable application. Users can download the app, scan their location, and instantly hire a driver to come pick them up in minutes. They can even pay directly through the app, add a tip, and enjoy the rest of their day all in a single, easy to use mobile application. Similarly, drivers have their compensation deposited right into an account from the app, without having to ask for payment or hang onto cash.

This convenient experience is what makes customers keep coming back – this convenient experience fosters loyalty. At the end of the day, it’s no different than an average taxi ride, but added customer convenience is what helps to generate loyalty to that brand – and Uber has an immensely loyal user base. Customer Convenience

Adopt a Strategic Digital Solution

The most optimal strategy for fostering reliable customer loyalty is to offer clients a complete and comprehensive OneStop digital experience. Consumers demand convenience because their entire digital and mobile experience is based around instant access. When a brand doesn’t offer that, or deviates from that path – even slightly – they’ll pass on it and move to the next brand that does offer them the service of customer convenience.

The best way for businesses to meet consumers where they are is to pivot their attention to the digital realm. Embrace the OneStop strategy and determine a solution to offer the level of convenience that consumers demand in all aspects of their mobile-based, digitally-driven lives.

Think about it – how much easier would it be for you if you could control every aspect of your customer journey in one single platform? Having an app, accessible from both mobile and web, is a digital solution for completing high-touch business processes. A OneStop digital experience is what consumers expect in today’s environment.

By deploying a web or mobile app on a platform that is built to scale, businesses can future-proof their service offerings by meeting and exceeding customer expectations. Moxtra powers OneStop Customer Collaboration Portals for businesses, delivering

just-in-time service with an all-in-one suite of interactive features for securely completing business wherever, whenever, in today’s digital age.

Each Moxtra-powered private digital channel acts as a fluid extension of your business, either as a standalone website or mobile app under your brand. Deliver continuous communication to your clients, while maintaining persistent human relationships to your customers with a digitally resilient strategy.

Moxtra’s just-in-time platform powers branded OneStop Apps for customer engagement and collaboration for today’s digital age. Get in touch today to get started with an app for your business.

Written by Moxtra

A brand is an emotional concept. A name or symbol can evoke images, ideas, feelings, lifestyles, and aspirations. Businesses work hard to cultivate and develop their brand identity – they use their brand to say this is who we are, this is what we do, and this is what we can accomplish together.

This article is part of a thought leadership article series on Marketing Innovation presented and written by Moxtra, a company that helps businesses deliver client experiences for the digital age.

No matter how many moving parts there are within an organization, a brand influences how a company is perceived, making it crucial to constantly look for ways to improve that perception.

For client-focused businesses, brand loyalty represents a relationship between a client and an organization. This relationship is built on a client’s trust in a brand to be reliable, communicative, and effective. If a business can maintain a brand identity that aligns with a client’s ideas, the relationship is positive and generates revenue.

High-touch service brands are associated with exceeding expectations, individualized attention to detail, and adjusting to their clients’ needs. Clients who choose first-class service providers are paying more for an experience that promises to do more – they are paying for a brand that caters to them personally.

High-touch service brands are associated with exceeding expectations, individualized attention to detail, and adjusting to their clients’ needs.

Digital means allow people to connect with those they love most, keep a record of their conversations, store their photo albums and have the ability to capture memories. Their e-mails, banks, and even wallets have all been transforming digitally. People can digitally map where they are going, order transportation, board a plane, or call for help. Digital devices are so personally tied to each person, that to even unlock them can take a fingerprint or facial identification. For a client, mobile phones and digital portals can get them almost anything they need. With these consumer expectations, businesses need to adopt a digital strategy to provide the most convenient service delivery to their clients.

Brand Identity

While many businesses have seen the value in employing a digital presence, developing a business app is complicated. As Moxtra’s Head of Marketing, Leena Iyar explains that without a set template for a functional mobile and web app, the process of developing a digitally resilient brand is daunting.

Developing a branded app allows clients to associate the convenience of digital engagement with the brand’s identity.

The Moxtra platform enables organizations to power OneStop digital business destinations to engage and collaborate with their clients anywhere, anytime.

By analyzing the business-client relationship, as well as digital expectations, Moxtra has classified a successful mobile strategy as one that…

…is under the organization’s unique brand

Developing a branded app allows clients to associate the convenience of digital engagement with the brand’s identity.

…is a OneStop virtual business destination

In order to establish trust within a digital platform, a OneStop virtual workspace should be secure and controlled for managing internal teams along with external relationships in order to process high-value transactions, with a paper trail and the ability to review and sign timely documents and other collaborative interactions.

…offers just-in-time service delivery to clients

While maintaining the convenience of digital accessibility with clients, businesses should deploy an app that provides just-in-time service delivery, allowing for timely customer experiences without exhausting resources.

Exceptional service means meeting every client where they are when they want. A business-client relationship starts with a brand’s perceived promises to a client. A client remains loyal to a brand that delivers on its promises. In order to stay competitive in today’s digital age, high-touch service providers need to evolve with their client expectations to provide the most convenient customer experience over digital.

A OneStop digital strategy evokes a brand that is personal, relevant, and resilient. Get in touch today to get started with an app for your business.

Written by Moxtra

As CTV advertising is clearly on the rise  there is still a lot of confusion in the brand marketing and media buying community about what CTV really means and what its key features are. What are its advantages? Is it interactive? How do you buy it? 6 key questions and their answer according to executives from Mastercard, Innovid and Portada’s editorial team.

1. What is CTV Advertising?

Connected TV advertising (CTV) is advertising placed on any TV that can be connected to the internet. These TVs, also called Smart TVs, either directly access the Internet or do it via devices like Roku, Amazon Fire, or Google Chrome. The key for the definition of CTV is the large TV screen, which allows advertisers to engage audiences in a linear TV-like environment, a one-to-many relationship enabled by co-viewing and higher engagement due to the large screen,  compared to other types of digital advertising that tends to be based on a one-on-one relationship between content and user.

What is CTV Advertising
Jose Vicente Luque, Head of Media & Agency Relations Latin America & the Caribbean, Mastercard tells Portada.

Advertisers are taking notice: “CTV allowed us to reach audiences with a high technology adoption rate, interest and consumption time compared to other media we used in our campaign,” Jose Vicente Luque, Head of Media & Agency Relations Latin America & the Caribbean, Mastercard tells Portada. Another advantage, Luque says, is that it is a less saturated channel and, therefore, brands will have a better exposure.

CTV allowed us to reach audiences with a high technology adoption rate, interest and consumption time compared to other media we used.

And What CTV Advertising is Not

CTV advertising is not OTT Advertising. OTT (Over the top) advertising is a more inclusive term which includes CTV advertising and advertising over laptops, desktops, smartphones, ipads and other non TV-screen devices.  In other words, CTV advertising is a subset of the larger OTT advertising sector.

DOWNLOAD: White Paper on CTV Opportunities in Latin America (presented by Entravision Interactive in Spanish)

2. Is CTV Advertising Interactive?….

Let’s say it depends.  CTV by and large does not yet allow for bidirectional interactivity between consumers and advertisers (although check out question 3 for a new initiative that makes it really bidirectional). Brands can, however, use a myriad of data triggers and provide customized ads – by making a reference to the closest retail store, provide messaging according to the weather were the audience is based etc. – in order to make the ad experience much less standard than it usually is on linear TV. For instance Kellogg’s Pringles Super Bowl 2019 campaign greeted consumers with a “Hey Chicago” or “Hey New York,” depending on the user’s location. 

….with help from other media (multichannel marketing).

A way to make CTV advertising bidirectional is to have consumers use another media in addition to Smart TV.  In fact in the above referenced Pringles Super Bowl campaign the ad featured an overlay promoting a QR code which, once scanned with a mobile phone, directed viewers to an e-commerce site.  According to Verizon Media, a whopping 71% of CTV viewers use their mobile devices to look up related content while watching TV, providing advertisers the ideal setup to make meaningful connections with audiences.

71% of CTV viewers use their mobile devices to look up related content while watching TV.

Other options include to use omnichannel marketing based on the users response to the CTV ad. For instance, a national lawn care company, recently ran a four-week, nationwide CTV campaign originally designed to build upper sales funnel awareness. By adding the ability to know who watched the OTT/CTV ad to completion and then serve them retargeted ads on their other digital devices, they were able to generate over 20,000 visits to the client’s site. This ultimately was attributed down the funnel to US $2.1 million in sales, and with offline conversion attribution, they were able to deliver an astounding 3,000 : 1 return on investment.

3. What needs to happen so that CTV is really interactive?

Stephanie Geno
Stephanie Geno, CMO, Innovid

For CTV to be really interactive, or bidirectional, a SDK (software development kit or a collection of software development tools in one installable package) needs to be embedded on hardware solutions (e.g. Roku devices) as well as in dozens of publishers, Stephanie Geno, Chief Marketing Officer, at Innovid tells Portada.
Geno adds that “a really interactive industry first execution piloted on the Apple TV App of the above cited Pringles 2019 Super Bowl ad featured an interactive overlay that allowed viewers to swipe through an engagement carousel featuring various flavor stacking combinations. The carousel played in ad only.” (Viewers who watched the game through other apps/providers were served standard pre-roll ads.)

To make CTV 100% interactive Innovid, DSP The Trade Desk and SSP Magnite came together and looked at all places where interactive SDK’s are present in the U.S. The three companies partnered to create a unified marketplace to power advanced creative buying programmatically across the connected TV ecosystem.
Innovid’s proprietary software development kit (SDK) powers personalized and interactive experiences in CTV through direct integrations across over 50 publisher apps. The SDK is central to Innovid’s offering, enabling brands to take advantage of a 360 approach to connecting with consumers across channels.

DOWNLOAD: White Paper on CTV Opportunities in Latin America (presented by Entravision Interactive in Spanish)

4. How CTV Can Earn Additional Time with the Target Customer

What else is CTV Advertising? Innovid’s Geno also notes that real interactive CTV allows advertisers the opportunity to earn additional time with their target customer. In its global omni-channel benchmark report Innovid analyzed over 200 billion display and advertising impressions served on its platform during 2020. A key result is that while compared to standard video pre-roll advanced creative video formats overall generated an average of 34 additional seconds earned, interactive CTV generated an additional 63 seconds earned.

Compared to standard video pre-roll interactive CTV generated an additional 63 seconds earned with the consumer.

5. Why On-Demand TV is better suited than Live TV for the user Experience with CTV Advertising

On demand TV, as opposed to live TV, is particularly well suited to extend the interactive CTV experience. According to Innovid’s Geno, this typically happens by having an interactive overlay popping up out of the pre-roll video through which the  consumer is taken out of the ad and taken into a 1:1 experience. For Live TV, like the Super Bowl, continuing the interaction on the Smart TV would have disrupted the experience as users likely would have wanted to continue to watch the football game. That is why, for live TV, it is better for the user experience to extend the interaction through an additional media vehicle,  like the mobile phone, instead of over the Smart TV.

6. How do you buy CTV?

What is CTV Advertising’s purchase process? Historically, CTV has been mostly bought through the upfront process. And then activated programmatically.  However, over the last six months growth in CTV Advertising has been spurred by programmatic real time bidding (RTB). CPMs (Cost per thousands) for CTV advertising will tend to be between 2 and 3 times higher than traditional linear TV ads, but overall budgets will be significantly lower as CTV allows advertisers to move away from a blanket approach to much more customized media buy and, thereby, eliminate waste.

CPMs for CTV advertising are between 2 and 3 times higher than traditional linear TV ads, but the needed CTV campaign budget will be substantially lower.

 

 

 

Dating App Marketing: According to the first quarter 2021 financial report of the Match Group, the world’s biggest dating services provider, growth in North America average subscribers was primarily driven by dating services Tinder, Hinge, BLK, PlentyOfFish, and Chispa. Julia Estacolchic, Director, Brand Marketing, Match Affinity at Match, leads brand marketing for several brands including Chispa, the dating app for Hispanics in the U.S. Portada talked to Estacolchic to understand how her marketing efforts are impacting the above cited subscriber growth.

Julia Estacolchic, Director, Brand Marketing, Match Affinity at Match

In her position Estacolchic leads a team of 12 executives involved with online, offline, and brand marketing and ensuring a deep understanding of  audience and users, the role of culture in their lives, and what the audience looks for when it comes to romantic and social relationships.

During the first quarter of 2021 marketing  expenses, which include online and off-line advertising, at Match Group amounted to  US $179.5 million. In the Q1 2021 quarter, the Match Group reported a number of paid member count of over 10.9 million subscribers. Chispa, specifically,  announced that it achieved a total of 4 million downloads. Estacolchic also shares with Portada that daily users increased by 28% (q1 2020 vs q1 2021), subscribers by 25% and paid members by 68%. In addition, the total number of downloads grew by 85% between the first quarter of 2020 and the first quarter of  2021. Portada talked to Estacolchic to understand how her marketing efforts are impacting the above cited high growth rates.

Dating App Marketing: How Does Chispa’s Marketing Strategy Differ from Match’s overall Marketing Strategy?

Estacolchic emphasizes that Chispa is a community-focused app and that acquisition strategies are designed to attract the U.S. Latino market based on their specific media consumption habits, messaging, and creative nuances that appeal to their unique needs. “While we conduct tests and leverage/apply the learnings across all our brands, each brand implements and optimizes its strategy based on individual goals and performance. As we build our brands, each focuses on different messaging pillars and we establish different brand promises based on relevance.”

Evolving Cross-Channel Execution

According to Estacolchic, the market has quickly evolved in the last few years, offering many more options to intercept audiences and connect with them.  Almost nowhere is this truer than in dating app marketing. “This diversification of channels allows us to tailor and hyper-segment our messaging and targeting options to capture different tribes. This has forced us to quickly adapt our cross-channel strategies, learn and leverage these new touch-points and exciting creative formats depending on what works for each community. We think of our universe of users as subsegments, and we have the opportunity to develop relevant brand narratives for each. In our case, we try to quickly test each new social or content space and media opportunity, while we learn the best practices for each to maximize impact across the funnel.”

 We think of our universe of users as subsegments, and we have the opportunity to develop relevant brand narratives for each.

TikTok Activation

As an example of channel diversification, Estacolchic mentions TikTok: “TikTok is a great example, where we started activating the channel for brand awareness and content engagement, and quickly discovered those same brand-building assets were driving direct conversion/lower funnel impact.”

Dating App Marketing: The Role of Consumer Reviews

In the digital direct-to-consumer economy, online consumer reviews play a very important role. This is  obviously also the case for dating app marketing.  “We constantly monitor user reviews and they play a key role in helping us improve our product and enhance the user experience and communication efforts. Our Marketing, Care and Product teams are deeply involved in analyzing reviews to address key issues and determine the best plan of action based on general trends we notice. We also use this channel to connect with our Success Couples, which we feature on our social pages and advertising across channels”, Estacolchic notes.

Offline Marketing and its Attribution

Chispa has activated “everything offline, from TV, Radio, OOH, Live and Virtual Events, PR, and Promotions,” says Estacolchic. “Whenever we are not able to attribute results through direct conversion channels (digital/online), we look at the impact that a specific activation has on our brand installs: those who searched for the app on the app store directly. We are able to look at results very granularly by specific market, point in time, and target segment to do channel attribution.”

Whenever we are not able to attribute results through direct conversion channels (digital/online), we look at the impact that a specific activation has on our brand installs (those who searched for the app on the app store directly).

Upcoming Initiatives: Podcasts and New Bicultural Hispanics Campaign

Chispa’s dating app marketing evergreen initiatives include performance, social, and influencer marketing.  “Additionally, we are always planning for new and exciting promotions where our users can win unique experiences that always connect back to their culture. In addition, we will be testing more around podcasts, creating original and interactive content for social platforms, activating new brand partnerships, expanding our community involvement and support efforts, and launching a new brand campaign especially created for the bicultural US Latino audience by our agency partners.”

Estacolchic also notes that they recently launched a partnership with the Tragos Party Game, an initiative that includes a new product feature supported by a 360˚ marketing activation and we will continue to activate tactics to support that.

Investing in media partners who have a strong community  orientation is paramount to Chispa, according to Estacolchic: ” Being a Latino-focused product and brand, all of Chispa’s campaigns have been and are with media partners that are either fully dedicated to the community and have a specific arm that’s for US Latinos, regardless of their language of preference or the language of the content the media outlet offers.”

 

 

Teads, The Global Media Platform, has announced that Publicis Groupe Latin America has received the first agency-wide certification on Teads Ad Manager (TAM). The programmatic platform grants direct access to Teads’ premium inventory, allowing the agency to buy across the world’s best publishers with privacy first, cookieless, strategies.

This makes Publicis Groupe Latin America the first communications group in the region to be granted this certification. This recognition comes after a strategic alliance of nearly ten years with Teads and is proof of the exemplary commitment that the group has maintained when it comes to excellence and innovation, focusing on simplified and effective technology offerings for their clients. Publicis Groupe Latin America first adopted the programmatic platform at its launch in 2019 and positioned themselves as the agency brand with the highest level of usage in the entire region.

Directly connected to Teads inventory, TAM is the first dynamic self-serve or managed service platform in the industry that has a totally cookieless mode. TAM can offer cookieless audiences thanks to its advanced contextual targeting and the use of proprietary technology that allows it to “translate” audience segments, based on cookies, to segments that are “cookieless ready”. Moreover, both agencies and buyers are able to plan, activate campaigns, generate reports and reach their objectives in each stage of the funnel in an effective manner.

Publicis Certification
Eric Tourtel, CEO of Teads Latin America.

In today’s digital world, new technologies and innovation must be put at the service of brands and clients. Furthermore, integration is essential so that the entire process, from end-to-end, can flow with greater agility and speed. This is what is achieved with the TAM platform, because the entire programmatic operation occurs inside Teads’ ecosystem without needing to depend on third parties, the platform is extremely effective and cost-efficient for advertisers. We’re very pleased to grant this certification to Publicis Groupe and to continue working alongside them towards a cutting-edge advertising industry”, said Eric Tourtel, CEO of Teads Latin America.

Publicis Certification
Charlie Alvarez, Media SVP in Publicis Groupe Latin America.

We’re very excited to receive the Teads Ad Manager certification, the dedication on both sides has been of 110%, since anything that aims to reach max efficiency in processes and to provide a better service for our clients will always be a priority for Publicis Groupe. TAM has allowed us to streamline campaign, administrative and managerial processes, in the search to lower execution times, reduce costs and maximize resources like talent and technology. This certification is, without a doubt, a very important step in this direction”, said Charlie Alvarez, Media SVP in Publicis Groupe Latin America.

TAM has allowed us to streamline campaign, administrative and managerial processes, in the search to lower execution times, reduce costs and maximize resources like talent and technology.

On her end, Luciana Salazar, VP of New Business Development of Teads Latin America, expressed: “Working with Publicis Groupe is always an extraordinary experience, the talent in their teams at every level and their deep know-how in cutting-edge technologies have been key to continue to evolve and be able to offer a platform like TAM, which is tailored to our clients’ needs.

This week, Apple announced its latest update; iOS 14.5, which will require all apps to request the user’s permission in order to track them. It strengthens its position on user privacy and as a technology business looking to lead the way for protecting users’ data.

The update has been expected for a while, following the latest changes by tech giants and sweeping legislation from regulators around the world. So the media industry should be well prepared to embrace the next step in the privacy-first era for advertising.

At Teads, our proprietary technology solutions are market leading in understanding the way that people consume and engage with premium editorial content. We have taken a privacy-first approach in using this unique knowledge to deliver non-intrusive personalization capabilities to our clients for a number of years.

We will continue following the same strategy of smartly combining the most relevant cookieless initiatives and delivering media effectiveness for brands with a privacy-first approach.

UNDERSTANDING THE IOS 14.5 UPDATE

Apple has implemented another important piece to the puzzle to protect user privacy. In 2016 they introduced an important change for the web environment by removing 3rd party cookies from its Safari browser. This became the first version of ITP (Intelligent Tracking Prevention).

With the new iOS 14.5 update, Apple has implemented a similar change, but for inApp environments where users’ explicit opt-in will be required to use the IDFA. Users not opting-in are not identifiable and trackable, and considered as being new anonymous users.

 iOS 14.5

What is the difference between a cookie and an identifier for advertisers?

IDFA (Identifier for Advertisers) is a random device identifier that Apple assigns to a user’s device. The IDFA is presently used today to track and identify users within App environments similar to the way a cookie is used in web environments.

What will be impacted the most?

The impacts of the updates will be similar to the deprecation of cookies in the web environment, i.e. inApp audience targeting scale will decrease when relying on standard tactics (e.g: 3rd-party data). This will make strategies like inApp precision-based marketing more challenging to accomplish.

The management of frequency capping, reporting, measurement and monitoring of inApp traffic will also need to be approached differently when not receiving an opt-in from the users.

What does this mean for programmatic buying?

Heavy OX based strategies will be severely challenged for both buyers and sellers. By limiting 1-1 precision marketing capabilities within the inApp environment, the value of long-tail apps where the opt-in rate is likely to be lower will be reduced. Quality contexts and content should see higher demand.

How does this impact advertiser 1st-party data?

Advertisers relying on 1st-party data collection from app activities will need to closely monitor their opt-in rate to minimize the drop of scale. The collected data can be used to feed lookalike algorithms or decision-making tools.

How does this affect inApp publishers?

The monetization of inApp traffic where users’ didn’t opt-in will be negatively impacted as the related level of demand will decrease.

Is it possible to target users who don’t opt-in?

To target effectively, advertisers will need to use a combination of contextual, predictive audiences, browser APIs (including the Chrome Privacy Sandbox) and unique IDs. Over-reliance on one approach is not healthy. Crucially, brands need to be thinking long-term about their data approach as privacy regulation and platform changes will only increase over time. Advertisers that embrace privacy-first strategies will be better prepared and see greater success as these develop.

How does Teads see the Deprecation of IDFAs?

Teads welcome this change as we see the deprecation of IDFAs as part of a larger, more holistic, landscape encompassing responsible use of data to minimise intrusion and a commitment to user privacy.

InApp represents less than 10% of Teads inventory and we simply see this latest release from Apple as the continuity of our cookieless strategy and transformation.

How is Teads uniquely placed to help advertisers with these changes?

  • Our direct technical integration with premium editorial publishers gives us an edge compared to buy-side platforms both for direct technical access to the inApp content and behaviours as well as for a deep understanding around content consumption.
  • Our historical data analysis and predictive models around content consumption allow precise audience profiling without identity resolution mechanisms.
  • We have a consistent and successful track history, over several years, of building, measuring and optimizing various targeting cookieless approaches.

What targeting solutions can Teads leverage when users choose not to opt-in?

Driving the above ambition of responsible digital advertising is the precise ambition of Teads’ cookieless suite, which is based on three main objectives and pillars:

  • Teads’ predictive audiences which drive a similar accuracy and effectiveness for audience targeting without the need for identity resolution.
  • Using contextual targeting to deliver high campaign effectiveness
  • Planning, Insights and Measurement tools to make anonymous traffic actionable at scale

What added value does the Teads contextual targeting solutions provide?

Teads operates a contextual taxonomy of over 500 contextual segments relying on the semantic analysis of premium editorial content. Our inRead ad units appear in the heart of the content which maximizes the benefit of a strong contextual alignment.

We have confirmed, across multiple tests, significant media effectiveness improvements versus broad targeting and seen strong uplifts in brand metrics such as Ad recall, Brand Affinity and Purchase Intent.

When will these new solutions be available?

The audience and contextual targeting solutions we described are available now. They can be used across all buying channels (MS, PRG DID and directly in our self-serve interface TAM), as well as TFP, our suite for publisher direct sales.

How is Teads supporting publishers in their cookieless transformation?

We help publishers monetize their non-opt-in inApp inventory with our Teads demand. We also provide access to our latest targeting solutions for their direct sold campaigns within our Teads For Publishers suite.

How can I accelerate my cookieless transformation?

Get in touch to participate in:

  • Teads cookieless bootcamp for education
  • Teads cookieless readiness program – our test & learn activation program
  • Self-serve cookieless media buying using Teads Ad Manager

 

Remi Cackel, Chief Data Officer, Teads

Nearly all business executives (91%) anticipate their company’s social media investments and budgets will increase over the next three years, and 62% of consumers note businesses that do not have a strong social presence will not succeed in the long run.

Social Media sits at the center of people’s daily lives and businesses are increasingly reliant on social data to inform strategic decision-making across an organization. In fact, according to new research commissioned by Sprout Social —an industry-leading provider of cloud-based social media management software—and conducted online by The Harris Poll, 85% of business executives report that moving forward social data will be a primary source of business intelligence for their company, and nearly half (46%) expect their company’s social media marketing budget to increase by up to 100% in the next three years. These plans align with consumers’ needs—the data shows that going forward social media is the #1 preferred way to learn about brands, ahead of all other channels including email, or TV and print advertising.

The Harris Poll, on behalf of Sprout Social, surveyed more than 1,000 US consumers and 250 business executives to understand how people and businesses use social media today, and how they plan to use it in the future. The report, “The State of Social Media: After a Year of Transformation, Executives Are All-In on Social,” reveals the importance of social media as a business strategy, its role as a cornerstone of customer experience, and the challenges facing brands in achieving success.

US companies today rely more on social media than any other communications channel for virtually all critical business activities.

Intelligence to Provide a Curated Experience

The report found that today’s consumers expect brands to use social media intelligence to provide a robust, curated experience. Social media investments are definitely needed when it comes to gather data and convert it into intelligence. And while most executives are aligned on the importance of social media for their business, they are not confident in their company’s ability to meet the needs of their customers on this mission-critical channel. Fewer than half of executives describe their current social media strategy as ‘very effective,’ while 90% of executives agree their companies need to more effectively use social data to understand their customers.

Social Media Investment
Anna Ginovker, Director and Senior Consultant, The Harris Poll.

“Our research shows that US companies today rely more on social media than any other communications channel for virtually all critical business activities,” said Anna Ginovker, Director and Senior Consultant, The Harris Poll. “Whether for sales or lead generation, engaging with customers, building brand awareness or for gaining customer insights, nearly all executives (95%) agree companies will more heavily rely on social data to identify business opportunities outside of marketing. A majority of executives (59%) also anticipate their use of social media to increase over the next three years indicating this channel is certainly here to stay—as much for businesses as it is for consumers.”

“There is no doubt this past year served as a catalyst for the digital transformation happening across businesses, but what I find most compelling from the report findings is that this transformation is disproportionately unfolding on social media,” said Ryan Barretto, President of Sprout Social. “Consumers are clear—social media is where the customer experience should start, develop and end. Compared to a year ago, consumers have increasingly used social media to discover new brands (43%), recommend brands to their friends and family (33%), and make a purchase (36%). These numbers become even more pronounced for younger generations. For businesses to thrive in this world, it is clear that social insight on key touchpoints across the customer lifecycle cannot be a long-term plan, it must happen now.”

Social media is where the customer experience should start, develop and end.

Imperative for Social Media Investment: Additional key findings

  • Social media will become the most important source for data and insights that inform key business decisions. Nearly all executives (95%) agree companies will more heavily rely on social data to identify business opportunities, including those outside of marketing, over the next three years. They anticipate the use of social media data to inform strategy and business decisions across sales (67%), customer service (61%), Product (53%), Research and Development (48%), and Human Resources (43%) departments.
  • Social media usage is trending upward, especially among younger generations, and expected to continue to grow: The use of social has grown among the majority of consumers over the past year (54%), and 34% expect it will continue to increase over the next three years. Gen Z and Millennials have driven the greatest surge in usage (65% and 63%, respectively), and are more likely to note they expect it to keep rising (45% and 46%, respectively) compared to other generations.
  • Relevance is at the core of the customer experience: Consumers expect companies to use social media to provide a more personalized experience based on previous interactions (61%), read and analyze what customers post on social media (59%), and know them better based on their activity on social media (51%). This is more pronounced among Gen Z, Millennials, and Gen X, yet no more than 44% of executives are ‘very confident’ in their social media strategy meeting the needs of different generations.
  • Positive social media experiences translate into sales: Seventy-eight percent of consumers are more willing to buy after a positive experience with a brand on social, 77% will choose that brand over the competition, and 72% will increase their spending, demonstrating the impact of social on the bottom line.

Many social media users actively avoid sponsored posts that seem inauthentic or uninformative. Why brands must strive to connect with micro influencers that genuinely align with their products to achieve a successful partnership.

Most social media users (58%) in the U.S. have not and never intend to buy products through influencer promo codes, according to a new survey report from Visual Objects, a visual guide to finding and hiring the best creative firms.

Rather than product placements and advertisements, social media users are drawn to informative content that provides insight into a subject of interest.

The most popular types of influencers are subject matter experts (34%), business leaders (29%), and wellness experts (28%). Influencers with subject matter expertise are best able to engage their followers and cultivate communities based on shared interests.

Influencers with these engaged, niche followings are ideal candidates for business partnerships. However, companies must team up with influencers that can present their products genuinely to be well-received by their audience.

micro influencers
Kyle Dulay, director of Collabstr.

Kyle Dulay is the director of Collabstr, a marketplace that connects brands with influencers. Dulay recommends aiming for authenticity and relevance in sponsored social media content.

The influencer should be able to talk about the product with ease because it’s something they would’ve used in their everyday life regardless of the sponsorship.

“Brands should only reach out to influencers that are highly relevant to their products,” Dulay said. “The influencer should be able to talk about the product with ease because it’s something they would’ve used in their everyday life regardless of the sponsorship.”

Consumers Follow and Trust Micro-Influencers

Micro-influencers have considerably smaller follower counts than large-scale macro-influencers. However, most social media users (55%) typically follow influencers with under 50,000 followers.

micro influencers
Tanner Arnold, President and CEO of Revelation Machinery.

Tanner Arnold, President and CEO of Revelation Machinery, believes micro-influencers should be front-and-center in social media partnership considerations.

Any brand should include micro-influencers in their marketing campaign because it will help their budget in the long run.

“Any brand should include micro-influencers in their marketing campaign because it will help their budget in the long run,” Arnold said. “Brands have a better chance of reaching a larger, more engaged audience this way, allowing them to develop a genuine fan base.”

With more engaged followers of similar interest groups, micro-influencers serve as a competitive alternative to partnering with a larger, more expensive macro-influencer.

People Follow Limited Numbers of Influencers

Despite influencer popularity, most individuals are very selective about who they follow. The majority of social media users (57%) follow five or fewer influencers.

Large-scale accounts, known as macro-influencers, are likely to earn at least a few of these ‘follows’ due to their broad reach, name recognition, or celebrity status. But micro influencers will tend to have increased engagement.

micro influencers
Mark Hayes, head of marketing at Kintell.

A content partnership with a macro-influencer will reach a variety of people with different interests. The opportunity to reach millions encourages brands to invest in macro-influencers, according to Mark Hayes, head of marketing at e-learning platform Kintell.

Getting an endorsement from your favorite influencer can drastically change your perception and buyer behavior.

“Getting an endorsement from your favorite influencer can drastically change your perception and buyer behavior, which is what makes this such an alluring concept for marketers,” Hayes said.

Visual Objects surveyed 501 active social media users in the U.S. about how they engage with influencers and what drives them to follow influencer accounts.

For social media trend followers should take into consideration the sense of longing for the past called nostalgia. According to GlobalWebIndex, nostalgia can make humans more optimistic and have a positive influence on their actions. The research also unveiled that nostalgia is a highly common emotion. Results show that 8 in 10 say that they experience feelings of nostalgia at least occasionally and 4 in 10 say that they do so often.

This megatrend has not gone unnoticed. In fact, social media platforms have jumped on the bandwagon and have created numerous ways to facilitate our longing for times-gone-by. Although it’s sometimes tough to be reminded of holidays or nights out with friends, there’s something about a nostalgic social media post that we just can’t resist. So, let’s take a closer look at how social media platforms have embraced this trend and why we love it so much.

Social Media Trends: Nostalgia Triggers

According to the GlobalWebIndex research, music is one of the biggest nostalgia triggers. When asked what people have felt most nostalgic about over the past year, music topped the charts for all age groups. It really seems to be true that a well-loved song can transport you to a happy time, and during lockdown, people everywhere have been turning to Spotify to find that sweet sense of nostalgia.

Because of this fondness of nostalgia in the form of music, the popularity of Spotify Wrapped makes complete sense. This feature allows users to recount their 50 most-listened-to songs, their most-listened-to artists, and even the genre that stole their heart over the year. If you’re looking to step a bit further back in time, Spotify also offers another throwback option: Spotify Time Capsule. This option allows you to listen to your top tracks of a certain year gone by while you revel in the happy memories.

Users everywhere can’t get enough of this feature, and for the music streaming company, this nostalgic trend has been a huge success. In 2020, Spotify’s mobile app downloads increased by 21 per cent in the first week of December thanks to the Wrapped feature, proving that the megatrend of nostalgia can have a huge impact.

Thanks for the memories

Now that we’ve got our ears covered in terms of nostalgic content, what about our eyes? That’s where ‘memories’ come in. Social Media trends also reflect the weight of nostalgia in social media content. Memories on Instagram, Memories on Facebook, and Timehop are all social media features that allow you to reminisce about a certain day in the past. On Instagram, you are now able to see the post you put up exactly a year ago to the day in the Memories section. Over lockdown, in which many of us have completely lost our sense of time, it’s often been difficult to fathom that you put that picture up a whole year ago! But that’s nostalgia in action!

Whether you’re reminiscing over a particularly good day out or you’re reminded of a great outfit that inspires you to dig those retro mule sandals out of the wardrobe again, the Memories feature on Instagram and Facebook is sure to get you feeling nostalgic.

Social Media Trends and Nostalgia marketing

As well as introducing fun (if sometimes heart-wrenching) nostalgic features, social media platforms are also jumping on the ‘nostalgia marketing’ trend that is set to dominate 2021. Nostalgia marketing is pretty much exactly what it sounds like – when brands reintroduce images and themes from years gone by to sell their products and make us all think of ‘the good old days’.

NostalgiaInstagram, for example, utilized nostalgia marketing back in October 2020. For one month only, the image-sharing app allowed users to revert to some of the apps retired, old-school logos (including the classic 2010 logo that caused mild outrage when it was decommissioned). This fun feature allowed users to go back to the logo that is now considered retro, tapping into people’s love for all things nostalgic.

It’s not the first time we’ve encountered nostalgia marketing. The trend has seen a few resurgences over the years. It became very popular during both the Great Depression and the 2000s’ recession, and now it’s back. Clearly, we’re all prone to feeling reminiscent when we’re going through a turbulent time.

If there’s one thing we’ve really craved over the last year, it’s a blast from the past. Thankfully, social media trends have seen our wishes and granted them. Now, all there is left to do is work on creating some new memories that we can begin to feel nostalgic about in years to come.

This article was researched on behalf of Dune London

Co-Founder and CEO of Los Angeles digital marketing agency GR0, Kevin Miller, has just released his newest guide in digital brand building in 2021, this time focusing on SEO and effective content strategies. He breaks down what licensed tools can provide for you and your agency, and which ones offer the most bang for their buck, allowing you to automate processes and extract the most value out of every piece of content. With these helpful tips and tools, you too will find yourself improving your Google ratings and establishing yourself as a trustworthy source of information on the web.

Firstly, for an effective content strategy, Miller recommends conducting extensive keyword research using Ahrefs.com, which is an extremely comprehensive SEO toolset. This “keywords explorer” includes a database with over 7 billion unique keywords based on ten different search engines, including places like Amazon and YouTube. Not only that, but their tools also provide you with metrics regarding how many clicks you get, and breakdowns for return rates, percentages of paid clicks, and more. By using this tool, you can crucially identify keywords not only based on their search volume, but also with information about how difficult it might be to rank yourself within that keyword. This comprehensive package gives you the information to work smarter not harder, as well as get the most out of your efforts.

This comprehensive package gives you the information to work smarter not harder, as well as get the most out of your efforts.

Secondly, in his time at GR0, Miller has found it imperative to attempt to provide content that Google can insert into its “People Always Ask” results. This is an important element of your content strategy.These are Google-featured results that are designed to predict what else a user might want to know, and so it inserts a trustworthy source amongst their search results and even clips out a section of your article to embed right in the page. By working to build outlines on your pages that are detailed and thorough, Google may surface your page and offer keyword rankings based on the natural value of your information and not just your ad spend.

Next, while building and evaluating content on your own for your content strategy is an important means to crafting a message, you can get a lot of value by utilizing a content grading system. These systems work to evaluate the content you’ve generated and monitor it for readability and SEO by highlighting and suggesting relevant terms. It also suggests how your content will compare to other articles in the same category. Primarily, Miller found value in both Clearscope and MarketMuse, the former offering great insight into the construction and language of the content itself, while the latter excels at offering difficulty scores and comparing your brand to its peers.

In continuing to improve SEO for his clients, Miller has also found it immensely important to utilize a system to evaluate your content briefs like Content Harmony. This software utilizes data and online search results to analyze your briefs for search volume, SEO difficulties, and the length of content to help your writing team compose the most valuable drafts. While these are all things that your agency can do on its own, the value Content Harmony offers in automating these systems is immense, and it can help streamline your content pipeline to offer consistency and stability to it.

Nothing is more important to your SEO than using links, but it’s important to use them intelligently and not over do it.

Nothing is more important to your SEO than using links, but it’s important to use them intelligently and not over do it. In his experiences writing, Miller has found that the ideal number of internal links to be four to five per article, and that it is imperative that these feel natural. Google may detect if your backlinks are haphazardly stuffed into a body text and reject them, so ensure that these links flow well within your narrative. Additionally, providing verifiable information requires links to external sources, of which Miller recommends three to four of per article. As long as the information is cited properly, you will increase your own credibility by offering accurate information, even if it isn’t originally produced by yourself.

Finally, to keep in line with Google requirements you should be sure to include an ‘Author Box’ on your article, which simply includes the author’s name, photo, and a bit of information about them. This works to help you meet Google’s standards as a source of information with E.A.T; Expertise, Authority, and Trust. In pulling for search results and other placements like ‘People Also Ask’ and ‘Snippets’ Google makes sure that it is providing users with the highest quality information, so if you want that to include yourself, you need to build your own online identity as a trusty source. If you’re just starting out and want to have the maximum impact, you can also have your blog fact-checked by an expert and include information about them in the article, to borrow some of their credibility and transfer it onto yourself.

These steps work together to provide content that not only engages readers but helps your brand gain recognition through increased search engine results and more prominent placement without solely relying on ad spends.

Developing a content strategy with SEO in mind is no easy feat, and there are a lot of different aspects that require planning and attention. By utilizing a keyword tool like Ahrefs, you can find which keywords will offer you the most value and which you can rank the highest within to find your proper mark. Then, you can optimize the brief for your content strategy team using software like Content Harmony, which prepares briefs with SEO in mind and even offers suggestions on length to get the most out of your first draft. With that, you can optimize your articles using Clearscope and MarketMuse to properly place and site your targeted keywords and provide content that will appeal to a broad audience. Having all of that prepared, you can manually dress the article up by inserting properly sourced links, citations, and an author box to help establish credibility and land yourself in Google’s ‘People Also Ask’ section as a verified source. These steps work together to provide content that not only engages readers but helps your brand gain recognition through increased search engine results and more prominent placement without solely relying on ad spends.

Remi Cackel, Chief Data Officer, Teads tells Portada that Teads has built deep capabilities to understand how people consume and engage with premium editorial content. “We have taken a privacy-first approach in using this unique knowledge to deliver non-intrusive personalization capabilities to our clients. This is why we believe that most of the targeting needs can still be effectively covered today without cookies and have developed cookieless solutions with proven effectiveness.” Below is an article by Cackel on Google’s recent announcement on ad-targeting on the open web.

This announcement from Google is not a surprise as it comes a few weeks before the release of the Chrome v89 containing their initial proposed alternative part of the Privacy Sandbox and called the FLoCs.

To be successful in this new era we will continue following the same strategy of smartly combining the most relevant cookieless initiatives. Among others, we keep on supporting the adoption of unique IDs by publishers and are participating in these initial tests of the Privacy Sandbox.

Understanding what Google Just Announced

What Did Google Just Announce?

That their buying platforms (DV360, Ad Manager) will not be leveraging cookie alternatives, other than their own, for targeting on the open web.

Why are so many people talking about this?

Some corners of the industry had speculated that the Google tech stack might support Email/Login based initiatives on the open web for personalized 1-1 targeting. They have just confirmed that they will not.

Is this new news?

Not really. They have been emphasizing their Privacy Sandbox which would not allow individual-level targeting but rather cohorts of at least 1000 people as the preferred alternative they will be focusing on for targeting in the open web. These cohorts (so-called FLoC) will be rolled out over the next few weeks as part of the new Google Chrome 89 version.

Are unified IDs the solution for open web targeting?

Unified IDs are a part of the solution but will not be compatible with the Google buy-side stack and will have a limited scale.

What are the solutions then for open web targeting?

To target effectively, advertisers will use a combination of contextual, predictive audiences, browser APIs (including the Chrome Privacy Sandbox), unified IDs, publisher 1st party data. Over-reliance on one approach is not healthy.

How does this impact publishers?

Google accounts for an important share of publishers’ ad revenue. Google’s willingness to monetize open web publisher revenue will likely be negatively affected in favor of Google’s own properties. This is not a new trend but accelerating in light of their recent announcement.

What does this mean for programmatic buying?

Heavy OX-based strategies will be severely challenged for both buyers and sellers. By limiting 1-1 precision marketing capabilities within Chrome, the value of long-tail publishers will be reduced. Quality contexts and content should see higher demand.

How does this impact advertiser 1st party data?

Advertisers will need intelligent solutions to action their 1st party data outside of the walled gardens.

Is Google Really looking out for user privacy or their business interests?

You decide.

Teads Position

What are Teads unique assets in this context?

Our direct technical integration with premium editorial publishers gives us an edge compared to buy-side platforms both for technical access to browser-APIs and deep experience around content consumption.

The historical data analysis and predictive models around content consumption allowing precise audience profiling without cookies.

Multiple years of building, measuring and optimizing various targeting cookieless approaches.

How do we solve for cookieless audience targeting today?

As a result of these unique assets, we can already combine several cookieless strategies and make it actionable at scale for clients:

Predictive audiences. For several years we have been activating cookieless audience targeting leveraging our knowledge of premium editorial content consumption.

  • FLoC and others new Browsers’ API such as the Privacy Sandbox.
  • Unique IDs.
  • Publishers’ 1st party data.

What role does contextual targeting play for Teads?

Contextual targeting delivers outstanding media effectiveness. It should be tested and adopted alongside cookieless audience targeting strategies.
Our unique catalogue of 500+ segments can be used to truly amplify the marketing message of brands by finding the highest moments of receptivity, right in the core of the articles.

How do cookieless solutions perform?

20% of our current audience targeting is already delivered without using any cookies. Using our cookieless solutions to activate demographic targeting, we have delivered an accuracy of at least 30% above cookie-based industry benchmarks.

When will these cookieless solutions be available?

The audience and contextual targeting solutions we described are already available now. It can be used across all buying channels (MS, PRG DID and directly in our self-serve interface TAM), as well as TFP Suite for publisher direct sales.

What about precision marketing needs?

Precision marketing often goes with the 1o1 targeting of individuals which contributed to the diminution of trust from the end-user.

Approaching precision marketing in a responsible way is possible using our proprietary tool called ‘Teads cookieless translator’ which turns any custom audiences into the most relevant cookieless activation strategy.

Among others, we expect the Google Turtledove/Fledge proposal to be rolled-out this year and extend the ability to cover 1o1 targeting needs in a privacy-compliant way.

Any other points to consider beyond targeting?

Campaign planning, frequency capping or measurement have been relying on cookies for the past decades. Browser APIs, identified traffic or probabilistic methods can already cover the related needs and functionalities.

How can I accelerate my cookieless transformation?

  • Get in touch to participate in:
  • Teads cookieless bootcamp (education)
  • Teads cookieless readiness program (test & learn activation program)
  • Self-serve cookieless media buying using Teads Ad Manager

How Teads supports publishers in their cookieless transformation

We help publishers seamlessly monetize their cookieless inventory with our Teads demand. We provide them access to our latest cookieless functionalities (including enablement of first-party data and support for unified IDs) for their direct-sold campaigns within our Teads For Publishers suite.

– Remi Cackel, Chief Data Officer, Teads

Teads, The Global Media Platform, unveiled the latest news that it reaches nearly 2 billion people worldwide in the most premium digital environments, through global partnerships. It also unveiled a newly signed partnership with NewsGuard as part of its ongoing drive to support quality journalism and ensure brand safety from misinformation and false news. The announcements were made during the inaugural ‘Teads Partner Day for Publishers’, a global virtual event that brought together more than 1,000 leaders in digital publishing and trade journalists.

Among the main innovations the company announced were its updates for publishers around the cookieless future, promising no drop in audience targeting accuracy and effectiveness whilst adapting to the browser and regulatory changes. Teads’ market-leading approach helps publishers to fully leverage their advantage when it comes to targeting in a cookieless world; making the most of their 1st party data and user reading habits as well as a nuanced approach to contextual targeting, only available within text environments.

In addition, it was announced that publishers would now be able to tap into Teads’ Predictive AI for the first time, via the Teads For Publishers Suite. The AI leverages hundreds of data points on each advertising opportunity to deliver the most promising outcome for advertisers. This means that publishers can sell viewable impressions, completed views, or even clicks to maximize revenue and limit inventory waste, delivering up to 60% inventory savings.

Teads also announces today a new partnership with NewsGuard, an organization that, deploys trained journalists to rate and review the worlds’ news sites for trustworthiness and transparency. The integration means that NewsGuard is now part of Teads’ publisher vetting and auditing process, both at the onboarding stage and as an ongoing benchmark for quality. This aligns with the company’s policy to Advertise Responsibly, enabling brands to deliver business results whilst doing so in environments that are free from disinformation, fraud, and hate speech.

“As the commercial arm of the BBC, we work with partners that understand and respect our values. But who are also compliant, market-leading, and work with us to build trust and a long-term relationship that’s mutually beneficial. There are four parts of our relationship with Teads that outline why we chose to build a strategic, exclusive global partnership. We identified Teads as a market leader in terms of an advertising format that we want to offer our audiences and customers. We seek partners that pass and uphold, our incredibly stringent checks and balances, ensuring brand safety. And through Teads Studio, offer a compelling creative product that helps brings video alive for many advertisers and brands.

Additionally, Teads works hard to remain ahead of the curve in terms of product and partner needs and by doing so remain relevant in an ever-changing digital landscape

Finally, as we enter the fifth year of our partnership, Teads continues to represent an important part of our offer to market”

Teads Global ReachErrol Baran, SVP, Business Development & Innovation – Global Advertising & StoryWorks, BBC Global News 

As video demand outstripped supply in 2020, we were able to prove to media buyers that, not only is in-article video more efficient than pre-roll, it actually performs quite well. So for BuzzFeed, having Teads as a partner allowed us to expand our video offering, make it more efficient, biddable, and scalable. We’ve tested other SSP partners with outstream in the past, but consistently, Teads has been able to drive the highest ad performance across partners to date.

Michelle Devine, VP, Programmatic & Commerce Partnerships, BuzzFeed

We are now able to provide a one-stop solution for our brand advertisers to create beautiful, interactive video ads from scratch and distribute them through our premium inventory. Teads has empowered our digital business with its technical solutions and we are looking forward to working even closer to strengthen our media strategies.

Teads Global ReachAkane Takahashi, General Manager, Digital Business, Hearst Fujingaho Japan

As part of the exclusive and long-term partnership established between Le Point and Teads, we have been able to extend our monetization capabilities to the in-app environment over the last months, with great results across both video and viewable display formats.

Teads is providing excellent performances on all key metrics such as brand safety, viewability or completion, while ensuring GDPR compliance and best-in-class user experience for all our audiences, thus matching the highest level of expectation we require for Le Point.

Our readers trust and show loyalty to our brand thanks to the quality of our content. Being natively positioned within editorial content, in-article formats have to meet the same quality standards. Thanks to its strong and historical commitment to premium and responsible advertising, Teads has naturally become a key business partner for Le Point over the years.

Nicolas Pegoraro, Director Yield Management, and Digital Ad Operations, Le Point

In 2020, we saw the real-world impact of misinformation on topics ranging from public health to election integrity. But brands that want to avoid sending ad dollars to sources of harmful misinformation shouldn’t have to avoid news altogether. This partnership ensures advertisers, through Teads, can have a better alternative: access to credible trusted news inventory while avoiding ad placements on harmful misinformation websites.   We applaud Teads’ leadership on this issue.

Teads Global ReachCarter Stone, VP Business Development, NewsGuard

Today’s virtual event showcases the breadth of tools we have brought together for publishers over the past few years. With our latest developments around data, Teads for Publishers Suite is now the best technology for publishers to be ready for the cookieless era. Giving them future proof, and market-leading, targeting, and contextual solutions at their fingertips. All whilst maintaining our role as a truly cutting-edge monetization platform.

When this is layered on top of the placement and design of our ad formats, the result is the highest possible quality ad experience online, at scale. This means our publishers can deliver business results to brands as well as the greatest user experience for their readers, all of which create a more sustainable media ecosystem for the future. We are excited about continuing to grow with our partners throughout 2021 and beyond.

We talked to Yocelin Delgadillo, Media Manager Victoria and Premium Brands at AB InBev during her participation at AdWeek Latam. We discussed new digital strategies for Mexican brands, particularly how marketing for Modelo and other beers has swiatched to digital. In addition, she told us all about partnerships with fairs and festivals, e-commerce, and the company’s plans for streaming entertainment platforms. 

 

E-Commerce and New Digital Strategies

What’s your on and offline media mix?

This year, we’re becoming a digital-first company for the first time ever. This doesn’t mean 100% of our budget goes to digital, but rather that we’re growing in the digital space. For some brands, a digital-first media mix means 60% of their budget goes to digital. This varies throughout our portfolio, but we have many new digital strategies.

For some brands, a digital-first media mix means 60% of their budget goes to digital.
Beer House Caption

Strategies for Stella and Michelob Ultra, brands in our premium portfolio, are very digital and e-commerce-focused. Actually, Stella has a very strong e-commerce perspective. It’s one of the best-selling brands in our e-commerce platform Beer House.

How did you launch and reinforce e-commerce?

The key to enter e-commerce was communication with retailers such as Rappi, Amazon and Mercado Libre. We have entire teams devoted to our relationship with them, designing promotions and creating brand awareness in those platforms. We know we must take awareness as a starting point in order to speed up the funnel. It’s even more efficient in Mercado Libre and Amazon, for instance, because the purchase takes place right there.

Every single piece of digital content of ours contains a call to action. Not all of them are necessarily related to sales, but we redirect users to websites that are mainly devoted to sales. We rarely send any traffic from a branding site to see more content. “If you’ve seen Vicky Chamoy and you’re already interested, you can buy it here.” You click on the CTA and it’ll take you to Beer House or Modelorama to get the product. That’s one of the pros of having our own e-commerce platform in house. We can estimate, optimize, and actually measure sales.

That’s one of the pros of having our own e-commerce platform in house. We can estimate, optimize, and actually measure sales.

Sponsorships of Fairs and Festivals

Tell us a bit about brand presence in festivals like Corona Capital and Flow Fest. 

I’m in charge of four brands: Michelob Ultra, Modelo, Stella Artois and Victoria. Therefore, I need to be very aware of the perspective and muse of each brand. Each brand has a very different target. However, we have them well defined, and that helps us understand what works and what doesn’t, as well as to design new digital strategies for them.

Each brand has a very different target. However, we have them well defined.

Yocelin Delgadillo, Director of Integrated Marketing Communications, AB InBev.

On the other hand, experience marketing has become a platform to showcase all the Modelo brands. Before, you wanted to buy beer at the Corona Capital festival and they only had Corona. Now, Corona is the headliner, but Stella has a VIP bar, or BudLight headlines EDM festivals in the North of the country, but Corona is always there. Now we have full portfolio presence instead of just activating one brand. We’ve been there since 2019. All these experiences have also become perfect sampling occasions (for new products). Fairs are very important sampling points for our new Chamoy line. Victoria is the main brand, but we want to launch the Chamoy variety and that’s where consumers can try it.

How do you manage to get your message across at festivals, which involve so many different sponsors and brands? 

We have an advantage: our experiences team is part of our media area. The name of that whole department is “Connections”, and it’s in charge of all connections with consumers ranging from advertising to events. Because we’re in the same area, we speak the same language and are aware of the same strategies. Actually, at the Experiences team, when we work with OCESA and other organizers of art festivals we try to close deals that are not simply about being another sponsor looking for naming. We want to get involved with the experience, we want to sponsor a stage that receives music that resonates with the brand. 

We want to get involved with the experience.

They know we’re more than just a company that wants its logo on the poster. We want to be a part of the experience. Our advantage is our long relationship with them, they know our message by now.

A Slice of the Streaming Cake

AB InBev e-commerce

What is the marketing team focusing on most intensely at the moment?

Everything related to data. We have a new data expert entering the team who’ll put together campaigns based on first-party data. I think personalization at scale is crucial, it’s one of the area’s KPIs, and a great percentage of our digital impressions are segmented according to affinity instead of just ethnographic information. Also, our business intelligence team sends us daily reports. Together with the agency, we’re constantly monitoring asset performance per audience. We prepare a specific briefing per audience for each campaign.

We have a new data expert entering the team who’ll put together campaigns based on first-party data.

Another new thing is that we have someone dedicated to entertainment, looking at how we take part of series and movies. It’s going beyond product placemant. The question is, are we truly participating in entertainment in an active way? We already have an important relationship with Netflix and Amazon Prime, where our products play an important role in the story.

What changed in the consumer to make you enter those platforms?

People decide what they want to watch. It’s no longer a matter of choosing between open broadcast and cable TV. Many people watch content on Youtube, Hulu, Netflix. If we want our message to reach them, we have to migrate to where they are. Streaming platforms don’t want us there, so it’s interesting how we create a relationship with content creators so that they make us a part of their stories.

If we want our message to reach them, we have to migrate to where they are.

Coronavirus Crisis

In the interview with Delgadillo, we didn’t specifically address the branding difficulties that have resulted from the Coronavirus pandemic. However, other media have discussed the confusion and consequences for the Corona brand.

Even though it could seem obvious that the virus isn’t in any way related to beer, AdWeek reports that between January 26 and February 1, Google Trends registered an important increase in searches such as “beer virus” and “corona beer virus”.

So far, the company behind the Corona brand hasn’t said anything about the subject. On the other hand, social media has created a series of memes to make fun of the confusion. AB InBev has not withdrawn from partnerships with important events such as Corona Capital, scheduled to take place in Guadalajara in May and later on in Mexico City.

Get our e-letters packed with news and intelligence!