Tag

digital marketing

Browsing

AVOD (Advertising Video on Demand) got a shot in the arm with the announcement that Microsoft has been named Netflix’s technology and sales partner to help power Netflix’s first ad-supported subscription offering.

Earlier this year Netflix told its employees that it was going to introduce an ad-supported, lower-priced subscription tier during the fourth quarter of 2022. With the announcement that Microsoft will be Netflix’s technology and sales partner in this initiative, Netflix is showing that it is working according to plan.

Marketers looking to Microsoft for their advertising needs will have access to the Netflix audience and premium connected TV inventory. Microsoft has been strengthening its advertising technology itself: in January of this year, the software giant bought global programmatic advertising market Xandr from AT&T.
All ads served on Netflix will be exclusively available through the Microsoft platform. The announcement also endorses Microsoft’s approach to privacy, which is built on protecting customers’ information. Microsoft is now excited to offer new premium value to their ecosystem of marketers and partners while helping Netflix deliver more choice to their customers.

Netflix’s intention to start monetizing its content with advertising with the help of Microsoft is a first for the streaming giant and will help accelerate the already high growth of the AVOD sector. According to a recently released report by Research and Markets, U.S AVOD will grow by $19 billion to $31 billion by 2027 – remaining the largest country by far. The US has the world’s most sophisticated advertising industry by some distance, plus AVOD choice is greater in the U.S. than anywhere else. The US will account for 46% of the global total by 2027, up from 39% in 2021.

AVOD: Netflix’s New Lower Priced Ad Supported Offering 

Here is what Netflix COO Greg Peters said:

Netflix Microsoft
Netflix COO Greg Peters.

“In April we announced that we will introduce a new lower priced ad-supported subscription plan for consumers, in addition to our existing ads-free basic, standard, and premium plans. Today we are pleased to announce that we have selected Microsoft as our global advertising technology and sales partner.

Microsoft has the proven ability to support all our advertising needs as we together build a new ad-supported offering.

“Microsoft has the proven ability to support all our advertising needs as we together build a new ad-supported offering. More importantly, Microsoft offered the flexibility to innovate over time on both the technology and sales side, as well as strong privacy protections for our members.

“It’s very early days and we have much to work through. But our long-term goal is clear: More choice for consumers and a premium, better-than-linear TV brand experience for advertisers. We’re excited to work with Microsoft as we bring this new service to life.”

 

Advertising Attribution for online marketplaces sales is one of the most challenging areas in brand marketing, particularly for CPG’s. Three brand marketing experts share insights.

At a recent Portada Live knowledge-sharing event for brand marketers Moises Leiferman, Sr. Manager Omni Channel Perfetti Van Melle, Guillermo Rivera, VP of Marketing at Merama and Salvador Padron, Director, Sabritas, Ruffles and Mixes Marketing Pepsico, discussed advertising attribution for online marketplaces sales. Below is the gist of what they shared.

Moises Leiferman, Sr. Manager Omni Channel Perfetti Van Melle.

“By gathering more data we are able to understand tail effects of what we do with e.g. Walmart and Amazon and the rest of our portfolio. We use etailers’ information and analyze a mix of click and view data. The approach we use depends on the campaign objectives. What is very important is that we establish apple to apple comparisons in order to measure retailer A the same way we measure retailer B and C,” said Moises Leiferman, Sr. Manager Omni Channel Perfetti Van Melle.

What is very important is that we establish apple to apple comparisons.

 

Advertising Attribution: Multitouch Attribution Better than Last-Click

Guillermo Rivera, VP of Marketing Merama.

“My experience with advertising attribution models is that it is better to use multipoint attribution models and not last point or last-click attribution. That said, we like to use 7 days for more consumer impulse driven products and a 14 day lag for hardware, electronics, kitchen appliances etc. We also organize our attribution models by paid media vs. non-paid media and analyze a lot affiliates programs which can provide rich data. We  mix this with the interactions that the customer has with with paid media, including sponsored products,” said Guillermo Rivera, VP of Marketing Merama.

We also organize our attribution models by paid media vs. non-paid media and analyze a lot affiliates programs which can provide rich data.
Salvador Padron Director, Sabritas, Ruffles and Mixes Marketing Pepsico.

At Pepsico we look at the ROI depending on the type of campaign. Sometimes we look for straight sales and ROI based on run rate and when we actually advertise with specific e-commerce retailers. And then we do our best to isolate variables and understand what is really driving the performance. But it also depends on the initiative’s objectives; sometimes we want to drive sampling through an ecommerce retailer and we want to reach as many people as we can. In this case,  ROI is more of a mid-term objective. We usually assess every marketing initiative through our marketing mix modeling algorithm and sometimes we are not there yet, as getting all the data to obtain a very clear ROI is very complicated,” said Salvador Padron, Director, Sabritas, Ruffles and Mixes Marketing Pepsico.

We do our best to isolate variables and understand what is really driving the performance.

Check out How Pepsi, Perfetti Van Melle, and Merama Use Content Marketing for E-Commerce

 

To address the specific demands of the digitally engaged Hispanics, Latin2Latin Marketing + Communications (L2L), and Digo Hispanic Media Group (Digo), announced their alliance and partnership, consolidating strategic marketing and communications services with the support of their digital proprietary platforms and artificial intelligence to meet the needs of this hyper growth segment. Together, they are determined to position their alliance as the premier one-stop shop for companies looking to reach market segmentation through non-traditional media.

According to eMarketer, US Hispanic digital buyers are projected to reach 40.2 million or 75.2% of the US Hispanic population by 2025. The US Hispanic market has a purchasing power of 2T dollars and is the fastest growing segment projected to reach 71 million or 20% of the total US population by 2025.

Digital and programmatic marketing continue to strengthen, shifting how companies advertise and create campaigns utilizing market segmentation. The use of AI is playing a significant role in this sector that is continuously looking for advanced technological options to communicate with the public. The use of AI in marketing also improves the customer experience by gaining insight into ideal target audiences.

L2L has a 15-year trajectory establishing itself as a global marketing firm by creating award-winning concepts and unique strategic solutions for a renowned and pristine clientele to accelerate market growth and brand positioning. L2L continues to lead the industry with the announcement of their partnership with Digo, utilizing cookie-less technology to impact clients and the future of their businesses through the exploration of Digo’s powerful and rich first-party data to spark data connectivity and addressability.

Arminda Figueroa, CEO & Founder of Latin2Latin Marketing, and Augusto Romano, CEO of Digo Hispanic Media.

A successful example of the alliance between L2L/Digo is their recent collaboration for the campaign Vacunate Kansas, Por Los Nuestros. L2L was chosen from a national agency search to partner with the State of Kansas Department of Health and Environment (KDHE) for the COVID-19 Vaccine Outreach Campaign nine months ago. Digo boosted the initiative by using first-party data, third-party data, and proprietary AI technology targeted to specific audiences using “Digital Personas”.

This alliance allowed L2L to target unvaccinated Hispanics outside of traditional DMA’s and target rural Kansas where most vulnerable Hispanics to Covid 19 resided. By January 2022, 184,000 Hispanics were vaccinated, not only by changing behavior but debunking myths towards Covid 19.  Hispanics in Kansas now represents 56% lead in vaccination rates among all Kansans.

We decided to unite our efforts and platforms officially as one, as thought-provocateurs strategists, growth accelerators, marketing connectors and award-winning storytellers to meet the ever-shifting needs of our client-partners and establish them as industry leaders.

“Our experience working together with Digo has transcended client expectations as we continue to build culturally relevant solutions for our national and global clients to help them connect with their communities and expand markets. We decided to unite our efforts and platforms officially as one, as thought-provocateurs strategists, growth accelerators, marketing connectors and award-winning storytellers to meet the ever-shifting needs of our client-partners and establish them as industry leaders,” affirmed Arminda “Mindy” Figueroa, CEO & Founder of Latin2Latin Marketing.

Programmatic is here to stay and we can enable any campaign with powerful tools for programmatic buying, taking the digital strategy to new heights.

“Programmatic is here to stay and we can enable any campaign with powerful tools for programmatic buying, taking the digital strategy to new heights. We leverage our premium content to offer brands the opportunity to reach and connect with a True Premium U.S. Hispanic Audience through a culturally relevant and reliable network that’s publisher-owned and operated by the largest media groups in the Caribbean region, GFR Media of Puerto Rico, and Corripio Media Group of the Dominican Republic along with their leadership and partnerships in LATAM to access their publishing networks in the US. Our L2L/Digo union positions us as a powerful and premier solution to our client and business partners who want to connect with a specific market and do not have the tools or direct access to do so. As a source of the True Premium U.S. Hispanic Audience, we provide our clients with the reach and targeted solutions for all the different U.S. Hispanic segments and beyond. We have developed a risk-free Publisher centric model that offers more value and better monetization of our affiliates’ U.S. inventory,” noted Augusto Romano, CEO of Digo Hispanic Media.

The L2L/Digo Team has recently launched campaigns with clients in Florida, Arizona, Puerto Rico and Dominican Republic in breakthrough medical device, consumer products, government initiatives and political candidacy for Governor’s office in the Southwest.

 

DigitalReef expansion into Connected TV (CTV) will provide advertisers with direct access to reach consumers across mobile, TV and digital streaming services. This is DigitalReef’s first acquisition in the United States.

DigitalReef, a leading global mobile marketing technology company, has completed the acquisition of connected television (CTV) advertising software platform Column6. This acquisition provides DigitalReef expanded capabilities and expertise in programmatic advertising and streaming media ad management throughout the Americas.

Its capabilities and expertise based on its proprietary technology, will help DigitalReef expand.
Connected TV
Maurizio Angelone, DigitalReef CEO.

“Column6 has built a powerful ad server and unified auction working with the largest CTV platforms and publishers, as well as Fortune 500 brands and ad agency holding companies,” DigitalReef CEO Maurizio Angelone said. “Its capabilities and expertise based on its proprietary technology, will help DigitalReef expand its advantage in building close connections with audiences around the world, be it on mobile or connected TV and streaming media services.”

Column6 enables DigitalReef to target a rapidly expanding market opportunity, bringing together the Latin American mobile ecosystem and the North American streaming and broadcast markets. By 2025, the US is forecasted to spend more than $30B on CTV ads, an increase of over 233% from the $9B spent in 2020. Global CTV impressions in 2020 increased 60% year over year and connected TV  40% of all video impressions, up from 31% in 2019.

The mobile device is the first, and oftentimes the only, screen for streaming media consumption for hundreds of millions of people globally.

Column6 brings DigitalReef’s advertising and marketing platform, DR-ONE, immediate CTV scale and capability in key global markets (including the US and Canada). The joint company will leverage the more than 500 million mobile devices in Latin America to the nearly 200 million active CTV households in the United States to expand the engagement and revenue opportunities for digital content publishers, mobile operators and content producers. Column6 has access to more than 2,500 CTV applications and integration with more than 25 programmatic bidders and DigitalReef has more than 3,000 publishers and established carrier customers in its ecosystem.

Connected TV
Mark Yackanich, Column6 CEO.

“The mobile device is the first, and oftentimes the only, screen for streaming media consumption for hundreds of millions of people globally,” Column6 CEO Mark Yackanich said. “While we continue to expand our CTV exchange and platform services in the US, we are thrilled to leverage our platform to help power an emerging streaming media ecosystem with leading mobile operators across the Americas.”

The Column6 team will be expanded to build out their full product and market vision with Column6 executives playing a key role in DigitalReef’s global growth.

“We are focused on building a best-in-class marketing ecosystem for our partners with the most advanced technology and highest caliber talent and expertise. The acquisition of Column6 is a significant step in fulfilling this vision,” Angelone said. “We are excited to combine our efforts to execute on our go to market strategy.”

Teads, the Global Media Platform, announced financial results and shared operating highlights for the Fiscal Year ended December 31, 2021. Teads reported revenue of $678 million for FY 2021, representing growth of 25% year-over-year.

Our continued innovation in privacy-centric advertising is gaining traction across the industry by enabling our customers to target key audiences in cookieless environments.
Teads Financial Results
Jeremy Arditi, co-CEO of Teads.

Jeremy Arditi, co-CEO of Teads, commented: “Teads delivered a strong financial performance and continued to innovate and advance new advertising solutions throughout 2021 helping leading brands and their agencies navigate an increasingly complex open web. Our continued innovation in privacy-centric advertising is gaining traction across the industry by enabling our customers to target key audiences in cookieless environments. At the same time, we are providing new technologies and solutions to our publisher partners to better prepare them for a cookieless world. Throughout 2021, we signed a number of new global joint business partnerships with some of the world’s leading brands. Our performance advertising business, focused on traffic acquisition and conversion, was a major contributor to our 2021 results, growing 65% year-over-year. Performance advertising currently represents a significant portion of our total revenue. Overall, we continue to increase our investments in both engineering and sales talent to drive continued, organic growth. Finally, at a time when trust and transparency in media has never been more important, we will continue to champion the world’s best publishers as a trusted monetization partner.”

2021 Operating Highlights

  • Established the First Cookieless Platform on the Open Web: Teads’ leadership in innovation continues, announcing new technology that established the first cookieless platform designed for the open web. In 2021, Teads released a major update to its advertising buying portal, Teads Ad Manager (“TAM”), allowing advertisers to activate cookieless campaigns across the entire marketing cycle including planning, targeting, delivery and reporting. This is a major milestone for Teads and the industry as it provides all of Teads’ advertiser, agency and publisher partners a significant advantage in today’s increasingly cookieless world. Teads also rolled out a cookieless readiness initiative to help brands and their agencies conduct head-to-head testing demonstrating that media KPI performance and brand uplift for cookieless campaigns is in-line with or higher than that of cookie-based campaigns. With approximately 40% of global web traffic already not using third party cookies(1), Teads expects its leadership and innovation in cookieless to be a significant growth driver going forward.
  • Launched CTV Offering: Building on its expertise in video, Teads launched its Connected TV (CTV) offering. Teads’ addition of CTV, which is still in beta, gives advertisers and their agencies the ability to seamlessly buy a new array of high-attention premium media. By adding TV devices to the mix, advertisers are now able to buy across TV, mobile and desktop.
  • Signed New Joint Business Partnerships with Leading Brands: The world’s largest brands continue to partner with Teads to achieve massive reach in high quality environments across the open web. By signing a joint business partnership, brands commit to annual spending targets and gain access to dedicated teams to best leverage Teads’ data, audience targeting, creative platform and leading insights in order to drive superior outcomes.
  • Continued Publisher Expansion: Teads continues to sign new and renew existing partnerships with leading publishers across the globe in key local markets. Many of Teads’ deals are struck on an exclusive basis to serve inRead video and display ads in the heart of editorial text. In 2021, Teads had direct integrations with more than 2,800 publishers across the globe. For 2021, we retained 98% of our top 500 publishers from 2020 showcasing continued satisfaction and trust for the quality demand that Teads delivers.
  • Performance Advertising Product Updates Well Received: In 2021, Teads also released major updates to its performance marketing products and currently offers one of the most advanced web traffic acquisition solutions in the marketplace. Teads first introduced performance advertising in 2018 which continues to be a significant contributor to overall revenue growth. The platform’s success with performance allows Teads to compete for spend up and down the entire marketing funnel, complementing the brand advertising business.
  • Measuring The Attention Economy: Teads has been at the forefront of research looking at The Attention Economy, working with Havas and dentsu to better quantify Attention and how advertisers can move beyond viewability to better predict campaign outcomes.
  • Adding Talent and Expanding the Company’s Footprint: In 2021, Teads added over 230 new employees and at the end of FY 2021 had 1,035 full-time employees in 26 countries around the world. Teads expects to double the technology workforce over the next 18 months in order to drive new product initiatives and increase its market share. With the technology hub located in Montpellier, France, Teads has been successful in attracting and retaining leading engineering talent.

 

DR-ONE is DigitalReef’s  recently introduced software platform that integrates mobile advertising, marketing, and app engagement tools for mobile operators, OEMs, and application developers. Portada talked to Maurizio Angelone, CEO of Digital Reef, who states that DR-One can provide marketers a reach as deep as Google or Facebook in some markets.

DigitalReef, a leading global mobile advertising and marketing technology company, announced the availability of its integrated mobile advertising and marketing platform, DR-ONE. Through this platform, mobile operators, OEMs, and app developers can now implement and optimize their marketing strategies to reach, engage, and retain their users while optimizing their application business monetization goals.

DR-One can be an important tool for advertisers but also telco carriers, OEM’s and publishers.  “This is a big opportunity for carriers to leverage their massive user base. big operators and original equipment manufacturers in markets like Brazil, have the same reach as Google and Facebook, ” Maurizio Angelone, CEO of Digital Reef tells Portada.

Maurizio Angelone On How Dr-One Solves Marketing Challenges

DR-One is a 360 degrees MarTech innovation that solves marketer challenges including potential client discovery, acquisition, retainment and engagement and ultimately monetization, via third party advertising. This is a “platform with a very powerful intelligence behind the user base, about who the consumers are and what they do,” Angelone adds.

DR-One solves marketer challenges including client discovery, acquisition, retainment and engagement and ultimately monetization, via third party advertising.

DR One’s technology is embedded in each device (app) and OEMs (e.g. Motorola, Samsung) and carriers (e,g, Claro, Telefonica) can use it for their own purposes, e.g. map and track the consumer journey, but also monetize it via advertising. For advertising monetization they can also use DR salesforce. Between 30% to 40% of a carrier user base has an app.

DR-One driven technology has been able to obtain clickthrough rates as high as 9% and response rates as high as 20%. The initial release of DR-ONE has been implemented by Brazilian mobile virtual network operator, Veek. As part of this partnership, DR-ONE has provided Veek with the full capability to operate an adv-based offer for their user base across DR-ONE’s multiple solutions. “Because of its broad reach, better user engagement and monetization possibilities DR-ONE is an important resource for our expansion throughout the Brazilian market, and we see DigitalReef as a key partner in our growth strategy,” said Pablo Asenjo, Head of Business Development at Veek. “We are going to be able to offer a better experience to both our users and advertisers by using this technology.”

DR-ONE is a software platform that enables highly optimized device experiences combining notification, messaging, and rich media content with the interactivity of the smartphone experience enabling mobile operators, OEMs, and application developers to deliver relevant messaging and marketing experiences to their customers in the form of CRM messaging advertising, brand, and marketing support.

In addition to targeted rich media advertising and marketing, DR-ONE supports a suite of customer data platform tools that leverages DigitalReef’s sophisticated artificial intelligence engine to profile audience behavior. Audience intelligence and consumer insights provide advertisers with the ability to understand, profile, target, and engage any DR-ONE-enabled device. As part of the DR-ONE suite of tools, DigitalReef audience profiling tools is an indispensable tool that offers improved advertising and marketing relevance along with high conversion media opportunities.

Maurizio Angelone
Maurizio Angelone, DigitalReef CEO.

“The launch of DR-ONE is a breakthrough for the MarTech and AdTech industries, and more specifically, our carrier and publisher customers,” Angelone notes. “Through this integrated platform, our customers now have a single, integrated, end-to-end platform to help them accomplish their mobile advertising and marketing business objectives. It is also an important milestone for DigitalReef as DR-ONE will rapidly accelerate and scale the growth of DigitalReef across the Americas in terms of user growth and monetization.”

Scalable Big-Data SaaS Cloud Platform

Available in English, Spanish, and Portuguese, DR-ONE is a proven, scalable, and big-data SaaS cloud platform that delivers on four key monetization and engagement attributes that are important to our customers:

  • Mobile Advertising:  more than 10 premium formats including on-device, notification-based and in-app messaging providing support for display, video, app install and interstitial content, allowing direct content curation and high conversion while providing tools to optimize campaign budgets on the fly.
  • Mobile Marketing:  Directly manage mobile marketing KPIs and mobile application engagement goals by creating one-to-one or one-to-many custom marketing campaigns, identifying and personalizing messaging that is catered to a specific audience behavior, or optimizing messaging automatically with DR-ONE’s messaging suite.
  • Mobile Engagement:  Leverage DR-ONE’s analytical tools to understand customer behavior, user journey management, and click analytics, along with improving your mobile application user metrics.
  • SIM App Push:   One of the world’s first SIM-based messaging capabilities that provides on-device marketing and advertising support through a device’s SIM card or e-SIM technology. DR-One’s SIM App Push suite can be deployed over the air and has been fully tested and validated by the leading SIM Card Vendors globally.
DR-ONE will rapidly accelerate and scale the growth of DigitalReef across the Americas in terms of user growth and monetization.

Digital Reef is the result of the merger of five companies who offer a gateway to mobile targeting in Latin America.

Google announced Topics, a new Privacy Sandbox proposal for interest-based advertising. Topics was informed by their learning and widespread community feedback from their earlier FLoC trials and replaces their FLoC proposal.

Google started the Privacy Sandbox initiative to improve web privacy for users, while also giving publishers, creators and other developers the tools they need to build thriving businesses, ensuring a safe and healthy web for all. The company knows that advertising is critical for many businesses, and is a key way to support access to free content online.

According to Google, with Topics each user’s browser determines a handful of topics, like “Fitness” or “Travel & Transportation,” that represent the user’s top interests for that week based on her/his browsing history. Topics are kept for only three weeks and old topics are deleted. Topics are selected entirely on the user’s device without involving any external servers, including Google servers. When you visit a participating site, Topics picks just three topics, one topic from each of the past three weeks, to share with the site and its advertising partners. Topics enables browsers to give you meaningful transparency and control over this data, and in Chrome, they’re building user controls that let you see the topics, remove any you don’t like or disable the feature completely.

More importantly, topics are thoughtfully curated to exclude sensitive categories, such as gender or race. Because Topics is powered by the browser, it provides the Internet user with a more recognizable way to see and control how her/his data is shared, compared to tracking mechanisms like third-party cookies. And, by providing websites with the user’s topics of interest, online businesses have an option that doesn’t involve covert tracking techniques, like browser fingerprinting, in order to continue serving relevant ads.

With Topics, Google can provide data for advertisers while preserving the users’ privacy more than when using cookies. Also, users get the freedom to edit which topics are shared and even disable the feature completely, giving them more control over their data.

To learn more about the details of the Topics proposal, including other design features that preserve privacy, see an overview on privacysandbox.com or read the full technical explainer. Soon, Google will launch a developer trial of Topics in Chrome that includes user controls, and enables website developers and the ads industry to try it out. The final design of the user controls and the other various technical aspects of how Topics works will be decided based on the user’s feedback and what we learn in the trial.

google privacy

This is a busy time for the Google Privacy Sandbox. they recently worked with the U.K.’s Competition and Markets Authority (CMA) to offer revised commitments to ensure our proposals are developed in a way that works for the entire ecosystem, and later this week, they’ll be sharing more details about the FLEDGE and measurement technical proposals with developers. Google’s Privacy Sandbox is one of the most ambitious, important efforts the company has ever undertaken, and we’re profoundly grateful for the engagement, feedback and partnership from everyone who’s participated.

google privacy
Ben Galbraith, Senior Director, Product at Google
We need to make sure that whatever we do does not result in us giving an unfair advantage or favoring our advertising business.

“We need to make sure that whatever we do does not result in us giving an unfair advantage or favoring our advertising business, and that’s the underlying constraint that dictates how we think about this,” Ben Galbraith, who leads product for Google Chrome’s web platform team, told AdExchanger.

“You can imagine an alternative world where we just, you know, did something without getting any feedback and just launched it into the world,” Galbraith said. “And that’s pretty close to the opposite of the approach that we’ve taken here.”

Ad Tech
Iván Markman, Yahoo Chief Business Officer

While the future of identity will continue to emerge and evolve in 2022, time waits for no one – and that time is quickly running out in the ad tech industry. Not only will Google not grant another extension, cookies and IDs have already eroded across major operating systems and, to state the obvious, there’s a number of browsers that no longer support cookies. Those that delay will be in peril of both revenue loss and consumer irrelevance – you literally cannot afford to wait.

This time crunch, however, will yield more direct industry conversations, as we build innovative approaches to audience creation, engagement and measurement — beyond cookies and app advertising IDs. The importance of first-party data to create these solutions is undeniable and the relative weakness of those without that access will increase.

The new year will also elevate the discussion on value exchange – more specifically, the strength of a brand’s offering to entice the consumer to connect. Sure, we all understand the general premise of data for access, but true brand loyalty, advocacy, and affinity will reign as key trust elements incentivizing consumer signups and consent. While in the past a simple online transaction would have justified a brand’s use of cookies, in 2022 and beyond, the importance of the brand – what the brand stands for and the value they provide to their consumers – will be key to first-party data activities and to trusted engagement more broadly.

Lastly, next generation contextual advertising solutions will break through as a key component to the future of identity. Not your 1990’s, standard contextual, but contextual paired with rich and real-time data insights — emerging as identity’s ‘Miss Congeniality’, supporting and – in some cases – augmenting how audiences are inferred in a cookie-less world. As non-addressable inventory eventually overtakes addressable, contextual – paired with those critical data insights – will help brands deliver meaningful connections while supporting consumer trust.

The bottom line is that identity solution testing and learning must happen today. 2023 is just a formality – the time is up.

When advanced TV is ⅓ of the Upfronts, it’s mainstream and a mainstay

TV viewership continues to skyrocket, with CTV at the forefront of that growth and consumer engagement. In 2022, brands will refine their strategies and unlock incremental linear reach with CTV spend. But with fragmentation across linear and CTV viewing, robust frequency management across both will be critical to the effective use of ad dollars.

To that notion, the Upfronts have become more CTV-centric – and when it makes up a third of Upfront spend, it’s no longer experimental – it’s a mainstay. At the same time, the important task of eliminating overlap and excess household frequency will require advertisers to increase the sophistication of their CTV buys. This will include a higher percentage of CTV bought in the Upfront and being activated programmatically instead of IO. It will also lead to a decrease in programmatic guaranteed spending and an increase in bidded private or open marketplaces. These changes will allow advertisers to more dynamically and granularly manage reach and frequency for their campaigns. As consumer behavior continues to shift at what seems to be an unattainable pace, marketers seek more agility and optimization.

The light is always on: Commerce access anytime, everywhere

Driven by post-COVID consumer behavior, commerce will become more direct and personalized. Consumers are looking for their own shopping experience, truly specific to them: how they want to shop, interact, and build a relationship with a brand. A data-driven retail strategy will be more essential than ever in 2022 to deliver that level of personalization. And as the industry moves toward a cookieless world, first-party data and direct consumer relationships will be critical.

Retailers are busting down the downs on advertising opportunities, expanding and integrating to deliver even more customer touchpoints and provide greater personalization at scale – from in-app and loyalty programs that enable faster checkouts to real-time in-store pushes offering product suggestions based on the customer’s unique needs.

With support from consumers, brands will push the boundaries of immersive experiences, going beyond “try ons” and into fully interactive experiences that make shopping more fun and convenient. And in an ‘old is new again’ twist, we’ll see a resurgence of tech like QR codes that support our new lifestyles and make it easier to get brand experiences into consumers’ hands. Lastly, there is growing demand for more contextual shopping experiences that feel less like advertising, either through native ads, dynamic PDAs or dynamic creative. Strategic advertisers and agencies will lean into this to deliver on evolving consumer expectations.

TAM is the pioneering cookieless platform of the open web, with different effective, proven and scalable solutions for the world’s biggest brands.

Teads, the global media platform announced that Teads Ad Manager (TAM), Teads’ dynamic programmatic buying platform, is the first of its category to offer advertisers and agencies the ability to activate accurate campaign targeting without cookies or device IDs.

Therefore, Teads Ad Manager (TAM) becomes the pioneering cookieless platform of the open web. This echoes the constant innovation and evolution of the platform which, by developing different effective, proven and scalable solutions for the world’s biggest brands, is leading the way for a cookieless world.

TAM, which is directly integrated with Teads’ inventory, is the first dynamic, self-serve, programmatic buying platform in the industry and ready to work in a cookieless environment. Thanks to TAM’s sustainable audience targeting, its advanced contextual segmentation and the use of its proprietary technology that allows the “translation” of cookie-based audience segments into segments based on cookieless signals, TAM is ready to offer advertisers the possibility to activate 100% cookieless campaigns. This is essential not just for the future but for today as many consumers, in some markets more than 50%, are already unreachable if cookies are used, losing huge scale for marketers.

Furthermore, within TAM clients can directly manage their targeting needs seamlessly and are able to plan and activate campaigns, generate reports and efficiently reach goals in every stage of the funnel. Practical solutions that contribute to a successful transition towards a cookieless world.

Clementina Briceño, Head de Data de Teads Latinoamérica.

“The transition towards a cookieless environment takes time and platforms that make this type of activation feasible, precise and actionable are needed. TAM revolutionizes the market by offering advertisers the possibility to launch campaigns that are 100% cookieless in just a couple of clicks, while placing brands one step closer to their main objective: Responsible Advertising”, said Clementina Briceño, Head of Data for Teads Latin America.

To summarize, the launch of the “Cookieless Mode” in TAM provides access to targeting solutions such as:

  • A cookieless audience catalog that addresses demographic segmentation and interest-based segmentation.
  • Teads Cookieless Translator: which allows converting cookie-based audiences (including 1st party data) into cookieless audiences. The tool takes the cookie-based audiences as reference and presents equivalent audiences that only differ in their identifier, without affecting the interests that connect the audience to a brand.
  • Contextual Targeting: provides access to more than 500 editorial contexts within the top and most recognized publishers in the world.
Luciana Salazar, VP Business Development de Teads Latinoamérica.

Furthermore, Luciana Salazar, VP of Business Development for Teads Latin America, added “The TAM product and business development teams are very proud of the unique solutions the platform provides. Thanks to the wide variety of commercial models used in 2nd price auction, we can offer guaranteed results that, as of today with the Cookieless Translator, are even more efficient compared to what the market has to offer. Our aim has been, and still is, to be ahead of the curve. The reward comes when we receive feedback from TAM users who highlight how efficient, instinctive and user-friendly the platform and, especially, the translator, are.”

 

At Advertising Week New York, BrandTotal launched new offering for agencies that provides an inside look into competitors’ social advertising.

BrandTotal, the leading social competitive intelligence and brand analytics platform, today announced BrandTotal for Agencies at Advertising Week New York. BrandTotal for Agencies is a new offering that delivers real-time, granular visibility into the social advertising strategies of a brand’s competitors, helping agencies win new business, better serve clients and become more strategic.

Social Advertising
Alon Leibovich, CEO & Co-Founder, BrandTotal.

“Agencies are constantly under pressure to drive campaign performance for their brands,” said Alon Leibovich, CEO & Co-Founder, BrandTotal. “Unfortunately, social media intelligence has always been a black box, with limited access to competitive advertising strategies and metrics. With BrandTotal, that completely changes. We give agencies a 360-degree granular view of their clients’ competitive category data to more effectively measure social ad performance. This helps you easily pivot your creative and media strategy to ensure agency clients beat the competition.”

Using artificial intelligence, BrandTotal’s platform identifies, aggregates and analyzes marketing campaigns across the social media ecosystem, helping agencies see their clients’ competitive landscape farther and more clearly. It provides deep actionable insights on consumer advertising sentiment, consumer engagement with competitive ads, competitive media spend, creative and design tactics, dark versus public ad metrics, organic and sponsored data, social share-of-voice (SOV), share of topic, video versus non-video, social media mix, audiences, and more.

Key benefits of BrandTotal for Agencies include:

More Value Creation

See all of your clients’ competition’s social ads, paired with real-time consumer responses and sentiment. Understand what other brands are doing, so you can win more business as well as help your own clients punch above their weight, pivot strategy, or revamp their approach. Create insight-driven creatives for maximal performance that help transition your agency to performance-based invoicing and gain customer loyalty.

Maximum Coverage

BrandTotal covers all major social media platforms resulting in the broadest coverage of social share of voice and social advertising competitive intelligence data than any other solution in the industry.

Comprehensive Visibility

BrandTotal delivers deep insight into client competitors’ dark versus public social advertising, showing the entire number and percentage of organic, paid, and dark social ads each brand is running paired with consumer responses to those ads. You can also use contextual intelligence layers and correlate filters such as consumer sentiment and engagement by dark ads, public ads, or all ads — and much more.

Unparalleled Data Granularity

BrandTotal provides a 360-degree granular view of your clients’ competitive data at the category, brand and sub-brand, product, and even the campaign and ad level, so you can get the deepest and most accurate data to make the best decisions for each strategic initiative, or line of business, or client organization.

Flexible Offerings

Get standard syndicated categories out of the box, so you can see all of your prospects’ and customers’ rival brands within each category, and their performance data. See across any category, including ads, consumer sentiment, and media spend. For agencies that want a deeper dive into advertising insights, consider our customizable option, which enables you to deep dive into unparalleled granular insights with surgical precision – see the campaign, LOB or product-level data.

BrandTotal for Agencies helps agencies better serve existing clients, measuring their social ad performance benchmarked against their category competitors. This enables them to be proactive and relevant with actionable, data-driven competitive advertising insights. Agencies can also use BrandTotal for Agencies to win new business by minimizing the guesswork during pitches. Agencies can build new client services and optimize revenue opportunities with BrandTotal’s solution.

After the success of test cookieless campaigns in Mexico, similar strategies were rolled out across campaigns throughout South America, beginning with Chile and Argentina.

Teads announced the results of the first test of a cookieless campaign for Mastercard in Mexico, in partnership with media agency Carat. As the digital ecosystem transitions away from the use of third-party identifiers in Chrome, the most used browser worldwide, brands are looking to tech partners to deliver media effectiveness whilst following the need for more consumer privacy. This digital activation is the first of its kind for this brand in Latin America.

Through this campaign, carried out from May 1st to 31st of this year, Mastercard sought to position itself among debit card users as a safe and easy-to-use tool. A segmentation of two groups of audiences with similar banking interests, finances and demographic characteristics was implemented; the only difference between them was the use of cookies in one group and the cookieless segmentation in the other. The campaign reached over 10 million people in total.

Teads was in charge of selecting these audiences and carried out the analysis in both segments, which were exposed to three Mastercard ads in video and display formats.

In general, both audiences showed very similar results, with slightly improved results from the cookieless segmentation. Longer in-view time was achieved, with an average of 11.41 seconds vs. 11.37 seconds, as well as a click-through rate (CTR) of 0.39% in the cookieless ad vs. 0.38% in the ad with cookies.

The parity in metrics between both audiences is a practical demonstration of the trend foreseen by Teads: digital campaign effectiveness won’t be negatively impacted by the removal of third-party cookies, in fact, the results from cookieless campaigns are slightly better compared to worldwide standardized industry benchmarks. In this cookieless test, it was also remarkable that the effective cost per 1 million impressions (CPM) was lower for the cookieless audience, which shows a cost efficiency through the implementation of these new methodologies.

Likewise, the video ads had a 79% completion rate, 19 percentage points above the market average in Mexico. Meaning that 79% of users watched through the entirety of the ad. Meanwhile, the viewable time of the video ad reached 81.78% versus the industry benchmark in LATAM, which is 71%.

Cookieless Campaigns
Luis Araujo, VP Consumer and Experiential Marketing, Mastercard Latin America and Caribbean.

“We know that nowadays, both users and brands have gained a deeper sense of how personal data should be used in digital channels. At Mastercard, we are committed to adopting new technologies that allow us to increase security measures for the purpose of handling our consumers’ privacy. This has made us carefully assess alternative platforms that do not rely on the use of third-party cookies or device IDs for building our audiences. For this reason, we are proactively developing pilot tests in partnership with companies such as Teads to gain a better understanding on the best way to navigate this transition to a “cookieless” world, putting respect for privacy first and foremost, while optimizing the quality and efficiencies of our amplification plans”, commented Luis Araujo, VP Consumer and Experiential Marketing, Mastercard Latin America and Caribbean.

Cookieless Campaigns
Andrés Castillo, Regional Client Lead at Carat.

“Placing artificial intelligence and media platforms such as Teads’ at the center, which evolve with the purpose of activating campaigns beyond cookies, triggers powerful insights that are at the centerline of the patterns that we are identifying, understanding and executing in each one of our results. It is possible to live without cookies, but we need to start testing audiences identified under other methods and we need to be better prepared in order to shift this situation in our favor”, commented Andrés Castillo, Regional Client Lead at Carat.

As a global media platform that acts as a liaison among brands, advertisers and content platforms, Teads has analyzed and implemented new tools for measuring and monitoring the efficiency of campaigns, which segment users without third-party cookies and, in this case, has tested the successful implementation of a campaign aimed at debit and credit card users.

cookieless campaigns
Eric Tourtel, CEO Latin America at Teads

“Today, we have planned cookieless tests with over 50 advertisers worldwide who want to check the effectiveness of these types of campaigns and who will be transforming the future of the digital advertising landscape with us”, commented Eric Tourtel, CEO Latin America at Teads. “Mastercard has been agile in putting this new way of audience segmentation to the test, proving that the cookieless era will not wait until 2023, but instead, it is here already, and it has the same efficiency as traditional segmentation, and in some cases better results”.

Thanks to the results in this first campaign, Mastercard has announced the implementation of the same type of campaign in other Latin American countries in partnership with Teads. New tests are currently underway in other South American countries.

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, Krystal 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

Get our e-letters packed with news and intelligence!