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

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

CTV Measurement: Key findings from the report include:

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

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

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

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

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

CTV measurement

Innovid Insights has four unique benefits for marketers:

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

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

CTV measurement

 

 

 

 

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

 

Hospitality Marketing needs to evolve. Nadav Solomon, Co-Founder and President of Tabit Technologies, tells Portada that hospitality marketers need to embrace social media as a key component for customer acquisition and retention. They also need to own their own data,  which will allow them to improve customer relationship management and execute new loyalty programs. Tabit recently announced a partnership with the Chaplin School of Hospitality & Tourism Management at Florida International University (FIU) to help educate students in restaurant operations, management, and profitability.

By Alex de Carvalho

Hospitality Marketing needs to evolve due to major changes in consumer behavior and new opportunities provided by Marketing Technologies. Due to the pandemic, the U.S. restaurant industry, a subsector of the hospitality industry, finished  2020 with total sales of around US $659 billion, or US $240 billion less than the  US $863 billion achieved in 2019. Following the pandemic restaurant owners are seeking new efficiencies to improve the top and bottom lines as they adapt to new economic and social conditions. After long periods of lockdown and reduced occupancy from social distancing rules, the food and beverage industry must now respond to new challenges; consumers are working remotely from home and dining out less as they stopped commuting and as they got better at cooking. Industry surveys indicate consumers favor eating at home more frequently, and restaurants must respond to new customer demands and expectations for both online and contactless reservations, ordering, and payment solutions. Hospitality technology solution provider Tabit seeks to help restaurants improve their profit margins by increasing the efficiency of operations, by providing more payment options, and by protecting against the transaction fees charged by online reservations and delivery aggregators.

Tabit Technologies kicked off its expansion in the United States after becoming the dominant player in the food and beverage space in Israel, with a market share of over 45 percent. To support its North American expansion, the company raised US $35M in its Series B round of venture capital funding led by Vertex Ventures Israel in April 2020. Nationwide customers include fine-dining restaurants and large chains, food service businesses, hotels, cruise lines, and local mom-and-pop operations.

Hospitality Marketing: Emphasis on Social and First Party Data

Portada spoke with Nadav Solomon, Co-Founder and President of Tabit, about their recent participation at

Hospitality Marketing
Nadav Solomon, Co-Founder and President of Tabit

the SoBe Wine & Food Festival, where Tabit sponsored the 2021 Bacardi Bar Project hosted by FIU. “Tabit provided the technology implementation for the student’s model of the future of hospitality. Our mobile POS and operating system served as the cornerstone for the student’s customer-focused concept.”

Our mobile POS and operating system served as the cornerstone for the student’s customer-focused concept.

What’s next for the food and beverage industry? Looking ahead, Solomon sees three strong trends which restaurants must inevitably adapt to. The first is the implementation of cloud-based solutions with wireless systems in a new contactless world that prioritizes hygiene and distancing. The second is the adoption of social media as a key component for customer acquisition and retention, with seamless and integrated options for online reservations and ordering. The third trend is the expectation from hospitality businesses to own their own data, which will allow them to improve customer relationship management and execute new loyalty programs.

Cloud-based solutions with wireless systems in a new contactless world will prioritize hygiene and distancing.

Partnership with Chaplin School of Hospitality & Tourism Management at FIU

Tabit has partnered with the Chaplin School of Hospitality & Tourism Management at Florida International University (FIU) to help educate students in hospitality marketing, restaurant operations, management, and profitability. As part of the partnership, Tabit has implemented its cloud-based and mobile-first operating system in the Wine Spectator Restaurant Management Laboratory teaching facility at FIU. With this partnership, Tabit joins recognized brands like Southern Glazers Wine & Spirits, Bacardi USA, Marriott, Carnival Cruise Lines, Badia Spices Inc, and others in bringing educational resources to FIU’s Chaplin School.

Nadav Solomon, Co-Founder and President of Tabit, moved to Miami and established North American headquarters close to FIU’s Biscayne Campus in North Miami. “We are excited to bring the latest in digital and mobile-first hospitality technology into the teaching environment at FIU’s Chaplin School,” said Solomon. “Students will be prepared with both the customer service and the business management skills required to operate restaurants profitably in today’s economic environment.”

We are excited to bring the latest in digital and mobile-first hospitality technology into the teaching environment at FIU’s Chaplin School.

Students enrolled in the school’s Advanced Food Production course learn how to integrate technology into restaurant operations. Tabit’s point-of-sale (POS) and back-office functionality use tablets and smartphones as the primary touchpoints, allowing student servers to take customer orders in a mobile environment. Along with the supporting TabitKitchen digital kitchen displays, the wireless technology eliminates delays and errors associated with the use of handwritten or printed food tickets.

Some of the specialized features Tabit brings to the curriculum include key actionable elements of successful hospitality marketing like online guest registrations, upselling opportunities while taking the order, contactless tableside payment options, curbside pickup solutions, post-dining customer loyalty and relationship management, and the use of digital dashboards to analyze restaurant performance metrics. Through the use of technology, students learn to increase efficiencies in restaurant processes, food prep accuracy, speed, and customer service. Tabit’s team mentors students during dining sessions, showing them best practices in managing reservations, creating menus, taking orders, improving service and curbside delivery, and optimizing for profitability. Students learn how to create workflows by leveraging operational data that could not be collected manually with traditional order-taking methods.

Restaurants Must Adopt Social Media and First-Party Data as a Key Component of Customer Acquisition and Retention.

 

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

 

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

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

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

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

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

Opportunities for Brands

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

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

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

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

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

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

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

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

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

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

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

Neccessary Ad-Tech Stack for Hispanic CTV Advertising

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

 

 

 

 

 

 

 

 

 

By Caroline Hugonenc, Global VP Insights and Research, Teads

 

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

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

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

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

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

Why should contextual alignment matter?

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

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

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

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

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

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

Contextual

But is contextual targeting really effective?

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

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

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

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

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

Conclusion

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

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

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

Case Study with Nestle and UM

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

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

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

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

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

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

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

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

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

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

2 – Reshape your first-party data strategy

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

  1. Use your data beyond standard targeting.

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

(i) To support cookieless planning and decision-making

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

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

(ii) To support measurement needs

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

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

  1. Introduce sustainable identity resolution and privacy compliance

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

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

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

3 – Future proof your audience targeting capabilities 

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

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

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

4 – Discover the power of content

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

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

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

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

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

5 – Don’t get lost on the way

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

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

Article written by Remi Cackel, Chief Data Officer, Teads

 

 

Email newsletters have long been regarded as one of  digital marketer’s best friends. The reasons for that are not hard to fathom. The “The State of E-mail Newsletters:2021 and Beyond” by What If Media Group, sheds new light on how consumers interact with email newsletters.

For brands, email newsletters represent a rare opportunity to get regular exposure to consumers who have opted-in to hear more about what their company has to offer and represent the perfect customer nurturing and retention tool. Also, automated email open rates and conversion have skyrocketed during the pandemic.

For media outlets, meanwhile, they represent an opportunity to drive both subscription and ad revenue. And, if you need another reason to love newsletters, consider that, according to Campaign Monitor, it’s possible to achieve an ROI of up to $44 for every $1 spent, thanks to advanced segmentation, personalization, and campaign triggers.

Looked at from the other side, however, it can be tempting to wonder: what do consumers get out of it? Why would someone sign up for a service designed to serve them ads or direct their attention to a company’s messaging on a regular basis?

The answer, of course, lies in the content. Or, to be more specific, the free content. A recent What If Media Group study of more than 9,300 U.S. consumers found that 84.1% of consumers are not willing to pay a subscription to access the type of content they like to read the most—a situation that has helped to contribute to the heavily ad-reliant landscape that many email publishers find themselves in. That said, nearly half of consumers subscribe to at least one email newsletter for news and entertainment, with most subscribing to an average of 2 or 3.

email newsletters

For those who are willing to pay, the majority of consumers place the value of online content at less than $10 per month. Although publications such as the Wall Street Journal and, recently, the New York Times, have found success in subscription models for their content, the subscription-based model opportunity for smaller publishers is practically non-existent, making the industry as a whole unlikely to move away from an ad-supported model any time soon. Indeed, when asked in the What If Media Group survey, consumers were specific about that fact: almost 80 percent noted that they would prefer to access free content with ads as opposed to paying extra for an ad-free experience.

80 percent noted that they would prefer to access free content with ads as opposed to paying extra for an ad-free experience.

Of course, for marketers, the ads themselves are the most important piece of the puzzle—and the What If Media Group data suggest that there are significant opportunities for advertisers and publishers to improve their performance and derive greater returns from this valuable avenue. For example, just 13.1% of respondents rated the email newsletter ads they see as being “very relevant” and targeted, with a further 32.4% rating theirs as “somewhat relevant.” That leaves a majority of respondents—54.5%–either oblivious or actively repelled by the ads they see, a statistic that seems to represent a significant failing—and a major opportunity—for those in the business of understanding the needs and preferences of their audiences.

email newsletters

Underlining the importance of getting it right, those same respondents also rated the effectiveness of the ads they did notice quite highly: 56.4% felt that email newsletter ads were either very or somewhat influential on their shopping decisions (a significant finding, given that often consumers are demure in being open about the importance of advertising to their purchasing habits).

email newsletters

With all of that in mind, it is clear that email newsletters continue to represent a significant opportunity for marketers to reach the exact audience they need—and that the need to better understand those audience lies at the heart of their ability to reach the full potential the medium has to offer. But make no mistake: this is not a question of doing more advertising without more targeting, the correct use of marketing technologies (e-mail newsletter system and its integration into the rest of the stack) continues to play an important role.

Email newsletters continue to represent a significant opportunity for marketers to reach the exact audience they need.

As the What If Media Group data clearly illustrates, the path to success lies in achieving buy-in from an audience that is willing to trade their attention for free content. As such, the quality of that content is one driver of success; the quality of audience data is another. The key to achieving maximum ROI, however, lies in combining both.

Methodology

The What If Media Group survey was conducted online within the United States, from December 20 – 21, 2020, among 9,313 adults. Respondents were randomly selected and the findings are at a 99% confidence level with a margin of error +/- 2.5%. What If Media Group’s proprietary ad-serving technology includes a real-time survey module that was used to facilitate the data collection for this study. Data was weighted to the 2010 US Census.

What form will the advertising mix take once COVID-19 is over? How and where should brands advertise to boost E-Commerce? Should they trust Live Sports to come back in a major way?  How can brand marketers best approach Data Privacy Regulations, First Party Data and Personalization?…. Advertisers have many questions as they go into 2021 and beyond. Check out the answers provided by brand executives in the Portada network and our editorial team. A Q&A reflecting the Advertising and Marketing Zeitgeist.

Brand Marketer Question

MY FIRST QUESTION is WTF I can’t plan much in this environment. When will COVID-19 finally be over?
ANSWER: Don’t expect live to resemble anything close to what we had in 2019 until the second half of 2021.
Good to know: Customers are the lifeblood of business and advertising is the main tool to attract new customers and an important way to retain them. In 2020 business conditions changed dramatically due to COVID-19. This substantially impacted advertising with an expected decrease of U.S. advertising revenue of 17% for 2020 (excluding political advertising, Magna Global);a miserable advertising year.

Brand Marketer Question

OK, but EVEN WHEN COVID IS OVER, how will the new normal impact my advertising and marketing?
ANSWER: Whether you are a company that is not directly facing the consumer or a Direct to Consumer firm, E-Commerce marketing and advertising will be much more important for you compared to pre-Covid-19 levels.(e.g. check out how automotive marketer Cadillac has worked proactively to adapt its advertising and marketing.)
Good to know: COVID has brought enormous changes in the way consumers inform themselves and buy products and has accelerated digital transformation and e-commerce. In January 2020, eMarketer forecast total U.S. ecommerce sales would reach US $674.88 billion in 2020, but a revised estimate puts that figure at US $794.50 billion or 17.7% more than expected! E-commerce skyrocketed from 12% to 16% of retail sales in only one year. Note that there is still a lot of room for e-commerce growth!

On the Relentless Ascent of E-Commerce Focused Advertising

Brand Marketer Question

I can see that it makes sense to put more money to work to grow E-COMMERCE, BUT WHERE EXACTLY SHOULD I DO THIS? Should I invest in advertising to attract  buyers to my own website, to a third party marketplace or to direct them to social selling?
ANSWER: Most brand marketers in the Portada knowledge-sharing network see sales channels as complementary and not competing. “The key is to be omnichannel in order to be where customers need us to be,” one brand marketer says.  Another thing to take into account in your advertising is that third party marketplaces (e.g. Amazon, but also Target or Walmart) are impacting brand messaging. It is crucial for brands to be in control of messaging. As social media becomes even more connected with e-commerce, Influencer marketing  is becoming more sales driven.  (According to Statista, global Instagram influencer marketing amounted to US $ $8,08 billion in 2020.)
Good to know: Amazon (37% sales growth in the third quarter of 2020 (Q3), vs Q3 2019) and other online retailers including Best Buy (23% Q3 2020 vs. Q3 2019 ) and Target (21.3% growth) have gained an enormous power as third party marketplaces who provide data and marketing services to brands. So have delivery and pick-up services like Instacart (grocery), Grubhub (restaurants)  and others. All these intermediaries offer marketers opportunities to advertise their products on their apps and websites. In addition, social media properties are playing a crucial role in sending shoppers to company websites and also offer direct sales integrations (e.g. Instagram has just debuted shopping capabilities within its recently launched Reels feature).
Magna estimates that driven by ecommerce and advertisers looking for “lower funnel” attribution, U.S. digital media revenue grew by 10% in 2020, reaching US $140 billion.

2021 Advertising Question

WHAT ABOUT  THE TOP OF THE FUNNEL. Is there no place for branding and awareness anymore?

ANSWER: “While digital media and e-commerce have changed and shortened the customer’s path to purchase, brand awareness continues to be the basis for consideration and purchase. Broadcast TV and other traditional media forms, including Out of Home Advertising, continue to have major reach and appeal for advertisers. 

Good to know:  Magna forecasts that in 2021, with a COVID vaccine and the postponed Olympics, global advertising will rebound. The agency forecasts the global ad spend to increase by 7.6% to US $612 billion. Linear media, which is mostly awareness-top of the funnel oriented, will grow by 3.5%. 

Where is Experiential Marketing Going?

Advertising in 2021
Michael Goldstein, Mastercard

2021 Advertising

Corporate America used to utilize in-person Live Sports events to obtain high reach and engagement. Will that again be the case once COVID is over or will VIRTUAL EVENTS, INCLUDING E-SPORTS, STILL PLAY A MAJOR ROLE?
ANSWER: “You will definitely see more of a mix as the world returns to normal of virtual vs. in-person events relative to how things worked prior to Covid,” Michael Goldstein, VP and Head of sponsorships North America at Mastercard recently told Portada.

Good to know: The pandemic produced a huge drop in live sports ratings (e.g. a decline of 49% in NBA finals and 61% in NHL finals) as the absence or scarcity of fans in the stands may have dulled the excitement around watching events. Approximately US $ 1 billion in advertising expenditures were lost.

Advertising: How can Ad-Tech and MarTech Help?

2021 Advertising Question

DATA PRIVACY REGULATIONS are making it more difficult to target consumers. How can I solve this in 2021 and beyond? 
ANSWER: Contextual targeting  technology provides a data privacy-friendly alternative to behavioral targeting, It can help a brand understand what a consumer might like without needing personally identifiable information. Contextual targeting uses linguistic elements and the advertisements themselves are selected and served by automated systems based on the context of what a user is looking at (e.g. check out Tecate’s new campaign). Contextual targeting can also be useful for performance marketing efforts.
Good to know:  Data privacy regulations and third party cookie phase-outs have digital advertisers scrambling for solutions to maintain campaign efficiency and scale without the regulation compromising behavioral targeting technology.

Brand Marketer Question

Nice to know…but I think my company should also obtain FIRST PARTY DATA as a major way to get customer insights. Don’t you think so?
ANSWER:  Brands can gain a lot by unifying first-party data sources into a single customer view in a Customer Data Platform, CDP, although the platforms may not necessarily do everything a marketer expects them to do.
Good to know:  Marketers will need to shift from reliance on third-party data for audience targeting and campaign measurement to a new model  improving the way they collect, manage, and activate their first-party data. Ogilvy head of experience technology, Jason Davey, sees digital marketing strategies shifting to prioritize first-party data as the looming cookie crisis gets real.  Due to technological advances, multi-channel data collection, attribution, curation, enrichment and decisioning has become more accessible and affordable.

Question

How does this all connect with my increased need to PERSONALIZE CUSTOMER COMMUNICATIONS?

ANSWER:The appropiate use of CDPs will continue to drive the hyper-personalisation trend, with more interest in Artificial Intelligence including predictive data analysis.

Good to know: Recent Salesforce research found customers increasingly anticipate personalized interactions at every stage of their buyer’s journey, from brand awareness through purchase and potentially on to retention and brand advocacy.

 

Question

Sounds interesting. Another question I have is if I should invest more in CONNECTED TV (CTV). While the audience watching CTV is huge why are CTV advertising investment volumes so small?
Darcy Bowe
Darcy Bowe, SVP, Media Director, Starcom USA

ANSWER: CTV is clearly on the rise, as are other forms of video advertising, yet more sophisticated CTV measurement options “are key – and that will allow us to measure viewership and frequency across screens more easily,” Darcy Bowe, SVP, Media Director at Starcom USA tells Portada.

Good to know: CTV household penetration lies at 80% and Pay-TV’s at 62%, yet CTV  advertising is expected in 2021 to amount to only 15% of total US TV ad spending.

 

How can Segment and Purpose Driven Advertising Really Work?

Question

How should I approach marketing toward ETHNIC POPULATION GROUPS in 2021 and beyond? 
Larissa Acosta
Larissa Acosta, Wells Fargo.

ANSWER: “The change that I would like to see for 2021 and beyond is to move away from total market strategies that try to find places of commonalities and a move towards diverse segment lead strategies, that are intentional and focused on the most authentic and relevant messages to build brand affinity and product usage with diverse segments as the designed target”, says Larissa Acosta, Integrated Marketing Consumer + Diverse Segments Team Leader at Wells Fargo.

Good to know: Over the last decade Corporate Americas has used the Total Market approach (TMA). This approach integrates diverse segment considerations and mostly leads to a full cross-cultural approach and campaigns. Critics note that the TMA is not effective for multicultural marketing and that the real reason companies use TMA is that they realize savings in their advertising expense and marketing organizations.

 

Brand Marketer Question

OK. I do want to TARGET THE HISPANIC POPULATION specifically and support media properties that cater to those communities. How can I advertise toward the Hispanic segment in a cost effective way. I mean Facebook and other platforms tend to be cheaper and have a lot of reach?
Advertising in 2021
Alexis Kerr, Cadillac

ANSWER: We have found creative ways to nurture our multicultural media partners to ensure they serve us in various different ways vs just ROI. Media partnerships like Hispanicize and Revolt are great examples of how partners have been able to work with us to meet those goals. We have increased our spend to support diverse communities and partnerships.”, says Alexis Kerr, Head of Multicultural Marketing | Strategy, Content and Execution, at Cadillac.

Good to Know: Brands are often asked to invest in media properties that serve diverse communities. Yet, these media properties may not have enough reach to justify a media spend on ROI terms. (It also has to be said that while the cost of advertising in social media is lower, it not always guarantees brand safety.)

Brand Marketer Question

RACISM AND INEQUITY are major factors behind civic unrest. How should I be mindful of this in my brand’s advertising? 
ANSWER: It is counterproductive for a company to advertise if it does not commit to social and economic change by incorporating diversity, racial justice and social equity mandates and their execution. This should include executive leadership and personnel selection, an ecologically sound production process as well as diversity in vendors.
Good to know: Covid-19 exposed a historic cycle of systematic racism and oppression as civil unrest hit many U.S. cities in 2020. More than 35% of young consumers (aged 19-26) have stopped shopping from a brand who has not spoken out against racism (Oberland Survey, August 2020).

 

 

Extreme Reach (ER), an asset management solution company for TV and video advertising, released the findings of its Q3 2020 Benchmarks Report, which includes ad performance data for impressions served from its AdBridge™ platform to CTV, desktop, and mobile devices for July through September 2020.

Key findings from the report include:

    • CTV leads in the share of impressions by device: At 39%, the share of impressions served to CTV continues to lead other devices. ER sees a wide range of preferred devices across its client base with some clients devoting as much as 72% of their impressions to CTV, while others focus largely on desktop and mobile. Because ER is the ad server of record for so many Direct-to-Consumer brands that optimize in real-time to measurable behaviors, the data includes a wide variety of strategies for CTV. The aggregate share of impressions across all ER clients served to CTV remained nearly flat from Q2 to Q3.
At 39%, the share of impressions served to CTV continues to lead other devices.
  • 30-second ads remain the preferred ad length for advertisers: Data from the report indicates that 30-second ads accounted for 81% of ad impressions served by Extreme Reach in Q3 2020, compared to 79% in Q2 and 66% in Q3 2019. This marks an all-time high and the continuation of a trend that began in Q2 2018, when 30-second ads first overtook 15-second spots in ER’s quarterly report.
  • Desktop benefits as WFH continues due to COVID-19: In Q3, desktop accounted for 21% of ad impressions, a 40% YOY increase. As remote environments for work and study remain the norm, ER sees more impressions going to desktop to achieve brand goals as consumer behavior adapts to the new digital and virtual environment. Video advertising completion rates (VCR) for ads on desktop remained steady at 70%, though lower than rates seen for mobile app and CTV (where skipping ads is generally not an option).
    The COVID-19 induced Work from Home environment has benefited desktop, which accounted for 21% of all ad impressions. 
  • Media aggregators hit a new high: Similar to the growth seen in Q2 2020, media aggregators surged to 47% in Q3, an increase from 35% in Q2 and just 20% in Q3 2019. While premium publishers still lead in share of impressions served, at 53%, this is the lowest percentage reported for premium publishers since Extreme Reach’s first report in Q1 2017.

    Video Advertising: Native DTC Brands Favor Mobile and Desktop

Video Advertising“2020 continues to bring challenges to marketers and each quarter our data reflects shifts in strategy to account for the current circumstances,” said Mary Vestewig, Senior Director, Video Advertising Account Management at Extreme Reach. “We see many digital native DTC brands focused on attribution and favoring ads on mobile and desktop over CTV. Others, looking to grow brand awareness, invest far more heavily in CTV. What’s clear is that no single media mix suits every client and I believe that remains a constant even as many factors in digital advertising evolve and change.”

We see many digital native DTC brands focused on attribution and favoring ads on mobile and desktop over CTV. Others, looking to grow brand awareness, invest far more heavily in CTV.  

Extreme Reach’s Q3 2020 Video Advertising Benchmark Report is based on the aggregate performance metrics from AdBridge™, which tracks campaigns for a diverse set of brands across multiple categories.

Performance marketing has become even more crucial in Latin America due to the rapid acceleration of e-commerce since the pandemic started. We talked to Juan Pablo Suarez, Head of Performance LatAm at Teads to better understand attribution modelling, the use of first party data, pricing and the ascent of third party marketplaces,

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Juan Pablo Suarez is an experienced performance marketer. He is now leading Teads‘ Latin American performance marketing efforts. Suarez previously had senior roles at Kontent Room and Criteo,
Asked about how brand marketers should measure ROI on advertising spending, Suarez answers that “they should always talk about ROAS (Return on Ad Spend) or COS (Cost of selling) when looking at the return of advertising campaigns. The way it should be done is using a multitouch attribution model, so each media provider used can be measured according to its contribution.”

By using a multitouch attribution model each media provider can be measured according to its contribution

Performance Marketing: Setting the Price

Suarez notes that in order to set an appropriate price per consumer action (e.g. click, conversion etc), he asks his clients to  to set a conversion benchmark depending on the product category, vertical and type of conversion. “For example it’s harder to convert a lead than to achieve the sale of a retail product, such as electronics.” He adds that the media inventory is bought  on a dynamic CPM and CPC basis. The trick is to find the lowest possible CPM in order to reach the client’s KPI.

The trick is to find the lowest possible CPM in order to reach the client’s KPI.

According to Suarez, “in order to optimize toward conversions, he finds it best to impact users that have not

Juan Pablo Suarez, Head of Performance LatAm, Teads

interacted with the brand yet and have not made a specific action within their site. “This is why Teads’ AI was built to find new users, to ensure we’re adding value to our clients by driving new qualified traffic.”
Suarez says that he can offer first party data to his clients, taking into account all legal regulations in order to avoid any misuse. However, “if we keep targeting the same users that are already familiar with the brand, there would be no increase in traffic, actions and potentialsales, since the users impacted remain the same.”

Third Party Marketplaces and Performance Based Marketing

Third Party marketplaces including Mercado Libre, Amazon and Rakuten are becoming very important for brand marketers in Latin America. Many regional and local retailers, including multi-vertical app companies Rappi and Grupo Exito have launched or are about to launch their media sales operations. Performance based marketing needs to take this fact into account. Suarez notes that
“Teads is currently working with major marketplaces in some countries in LATAM. In addition to this, since supermarkets and top retailers have seen an increase in ecommerce demand, we are leveraging our relationship with them implementing Teads’ technology in order to provide additional insights to clients beyond standard campaign information. We have put this into practice with Cencosud in Colombia and Falabella in Peru and Argentina.”

We are leveraging our relationship with retailers including Cencosud and Falabella to provide additional insights to clients.

The Ascent of Social Selling

Social selling, direct selling over social media properties like Instagram has become very important, particularly in social media over-indexing Latin America.  E-commerce marketing initiatives may be well advised to take this into account and be based on performance based marketing.   Suarez emphasizes that “the power of social media is based on the P2P recommendation and the massive penetration it has in the region.”
“Certain markets, such as Colombia, have seen the usage of Whatsapp as a great tool for social selling. Social Media is definitely a potential channel, but brands still need to be cautious because of all the heat social receives due to fake news, lesser attention for ads, and unsafe environments,” Suarez concludes.

 

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Ecommerce marketing automation platform Omnisend, recently published its Email & SMS Marketing Stats & Trends Report (Q2 2020) . The results of the study provide interesting insights on e-commerce consumer behavior towards email, SMS and push marketing messages during the pandemic. One insight is that consumers gravitated toward trusted channels such as email marketing when doing their online shopping.

Omnisend analyzed email send data for over 2.4 billion emails sent from the Omnisend marketing platform during Q2 2020. They also looked at more than 1.8 million SMS and push messages sent through the Omnisend platform. The data below includes sends, opens, clicks, and conversions from April 1st through June 30th for both 2019 and 2020.

Email Marketing Performance

Email Open Rates:

Email open rates increased year-over-year for both promotional campaigns and automated messages during the second quarter. Promotional campaigns (traditional scheduled messages) registered an overall open rate of 10.85%*, a 29.37% lift compared to the same period in 2019.

This increased performance is not entirely surprising. As we saw in the COVID-19 email marketing metric report, when consumers increased their online shopping they turned to trusted marketing channels like email as a source of product discovery and awareness.

When consumers increased their online shopping they turned to trusted marketing channels like email as a source of product discovery and awareness.

Email Rates

Online DTC brands who don’t send these types of messages because their ecommerce platform isn’t integrated with their email provider are missing a huge growth opportunity.

Type of Automation

Open Rate

Lift Over Campaigns

Product Abandonment

51.64%

375.90%

Cart Abandonment

30.58%

181.84%

Browse Abandonment

26.34%

142.75%

Post-Purchase

24.58%

126.52%

Welcome

23.80%

119.34%

Birthday

23.22%

114.00%

Lapsed-Purchaser

22.11%

103.77%

* List management, send cadence, and the use of Booster sends (remails) on a per-client basis impacts promotional campaign open rates—often resulting in lower overall numbers. For instance, it is common for remailed messages, because they specifically target non-openers, to receive roughly half of the open rate as the initial send—therefore reducing the overall open rate.

Email Click Rates:

While promotional campaigns saw a decrease in click rates, the same cannot be said for automated messages. Automated messages generated a 21.24% click rate, marking a 15.37% YoY lift over automations in 2019.

Email Rates

When comparing click rates in Q2 of this year, automated messages see an improvement of 49.36% over scheduled promotional campaigns, with birthday, cart abandonment, and welcome emails leading the way.

Type of Automation

Click Rate

Lift Over Campaigns

Birthday

24.08%

69.33%

Cart Abandonment

20.85%

46.62%

Welcome

19.74%

38.82%

Product Abandonment

18.83%

32.41%

Post-Purchase

16.33%

14.87%

Browse Abandonment

15.76%

10.85%

Lapsed-Purchaser

15.50%

8.98%

Email Marketing Conversion Rates:

Overall, the conversion rate for promotional email marketing campaigns was 5.37%—an 88% year-over-year lift. Maybe more promising for brands is that the conversion rate increased each month of the quarter, hinting at an increased reliance on not only ecommerce but email marketing as a primary purchase channel.

This behavior is indicative of intent-based shopping. Instead of consumers clicking on an email and casually browsing the website, emails had to ‘earn’ their clicks—but once the subscriber clicked on the email their intent to purchase was higher.

Email Rates

Most importantly, automated messages drove 26% of the email marketing conversions while accounting for less than 2% of the email sends. Online brands should look to automation as a major component for increasing their sales.

Type of Automation

Conversion Rate

Lift Over Campaigns

Welcome

48.35%

799.88%

Cart Abandonment

25.37%

372.28%

Lapsed-Purchaser

20.96%

290.08%

Post-Purchase

17.06%

217.54%

Browse Abandonment

16.06%

198.88%

Product Abandonment

14.22%

164.60%

Birthday

10.45%

94.46%

 

Overall Campaigns and Automation Performance:

Scheduled promotional campaigns made up 98% of the email volume sent during Q2 2020. These campaigns saw YoY increases in open and conversion rates, while click rates slightly decreased.

Campaign Email Performance Q2 2020

The worst-performing automated message, in terms of conversion rate, still saw a rate nearly double that of promotional campaigns.

The numbers don’t lie — automated lifecycle messages are powerful sales enablers for ecommerce businesses. Even though these messages accounted for less than 2% of the email marketing volume sent during Q2, they generated 26% of the conversions. In fact, the worst-performing automated message, in terms of conversion rate, still saw a rate nearly double that of promotional campaigns. Online businesses who fail to utilize automated lifecycle messages are limiting their growth potential.

Automation Message performance Q2 2020

For more insights including Transactional Performance, SMS and Push Message performance as well as E-commerce takeaways, please click here. 

In contextual  targeting, advertising media are controlled on the basis of the content of a website using linguistic elements. The advertisements themselves are selected and served by automated systems based on the context of what a user is looking at. Contextual advertising helps a brand understand what a consumer might like without needing personally identifiable information. Results of a new study show that digital advertising campaigns that employ contextual targeting are more cost-efficient than behaviorally targeted campaigns.

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Amidst a wave of data privacy regulation and third party cookie phase-outs that have digital advertisers scrambling for solutions to maintain campaign efficiency and scale, contextual targeting has frequently been touted as a data privacy-friendly alternative to behavioral targeting––but until now the viability of that claim has gone largely untested. Tech and media firm GumGum published a case study called Understanding Contextual Relevance and Efficiency: A Comparison of Contextual Intelligence Vendors and Behavioral Targeting. Findings seem to give credence to the promise of contextual as results indicate that digital advertising  campaigns that employ contextual targeting are more cost-efficient than behaviorally targeted campaigns. The study was sponsored in partnership with Dentsu Aegis Network and conducted by an independent third-party researcher.

Contextual Targeting
GumGum CEO Phil Schraeder.
It is fabulous to finally see a head-to-head contextual-behavioral match up and get hard data behind contextual targeting’s value.

“Machine learning-backed contextual targeting has been a central tenet of our offering since the get-go, so to some degree, from our perspective, this study states the obvious, but it is fabulous to finally see a head-to-head contextual-behavioral match up and get hard data behind contextual targeting’s value,” said GumGum CEO Phil Schraeder. “There are plenty of doubting Thomas’ about contextual as an answer to the cookie’s death and this ought to give them some faith.”

While the study was principally designed to better understand the overall effectiveness of contextual intelligence in comparison to behavioral, it also sought to benchmark four of the top contextual intelligence vendors in the industry. For the study, Dentsu Aegis Network ran live campaigns for four of its major brand clients, including Sephora, across four contextual intelligence vendors, as well as by leveraging behavioral targeting. The campaigns utilized the same brand safe inventory. The campaign served 1M impressions, which were measured for cost efficiency and content relevance.

We needed to gauge the effectiveness of the numerous emergent contextual intelligence offerings.
Contextual Targeting
Brian Monahan, Global Client President and Head of US Ventures for Dentsu Aegis Network.

“In a world with diminishing access to audience targeting, as responsible partners to our clients, we need the most robust understanding of potential best practices and tools available for success,” explained Brian Monahan, Global Client President and Head of US Ventures for Dentsu Aegis Network. “Beyond value-testing contextual, we also needed to gauge the effectiveness of the numerous emergent contextual intelligence offerings. This study gave us both of those things––and the results are compelling.”

Indeed, the study found that, taking into account CPMs, the contextual Intelligence vendor in-demo impressions (eCPM) cost 29% less than behaviorally targeted in-demo impressions, with GumGum Verity™ impressions costing somewhat less (36%)––and overall that for CPC and vCPM the costs of using contextual targeting were lower than behavioral (48% and 41% respectively).

 

For the study, Nielsen Digital Ad Ratings Reporting, Xandr, GumGum, MOAT provided the cost efficiency measurement of impressions. Appen, a third party vendor specializing in human annotation of urls, measured content relevance.

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

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

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

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


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

 

Third Party Cookies Not Turned Off Yet by Google

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

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

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

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

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

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

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

Creating Addressable Audiences

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

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

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

Beyond a DMP,  A Data Enrichment Solutions Company

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

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

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

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

More about Lotame

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

 

 

By Adam Solomon, Chief Growth Officer, Lotame

Despite rumors to the contrary, marketers, and agencies want and need a connected digital advertising ecosystem. To get there, savvy, growth-oriented publishers and media companies would be wise to embrace first, second, and third-party data. 

First-Party Data Is Superman But Even Superman Needs Help Once in a While 

Connected EcosystemNo one denies the power of first-party data. It has incredible value to publishers and marketers, and for good reason. First-party data was freely given by consumers to the sites and apps they love. I read a regional newspaper regularly and I happily log into my subscription every day. I want them to know who I am and serve me more of the content I’m interested in. First-party data is fantastic.

Like Superman, first-party data has its kryptonite and its scale. Marketers need scale to optimize their ad spend — and their media team’s resources in buying high-quality inventory. In a connected ecosystem, what provides scale for marketers is the ability to add third-party audiences.

You’ve seen the click-bait headlines that “Third-Party Data Is Dead.” It couldn’t be further from the truth for marketers and agencies who rely on these quality data sources to reach more relevant audiences everywhere they are. eMarketer projects digital ad spending in LATAM to continue its growth in 2020, as more consumers turn to digital due to the pandemic. As digital becomes the “channel of choice” for advertisers, they will need more signals, connections, and data points to understand the changing customer’s habits, interests, and behaviors. They’ll need third-party data to fill in those gaps.

Third-party data is the connective tissue everyone needs

Third-party data is the connective tissue everyone needs. If my newspaper wants to enrich its valuable first-party data, it can with third-party attributes and behaviors. Not only would that property learn more about its customers but with the right tools, they’d be able to package and pass those attributes and behaviors to the marketers that want to buy them. Go ahead and land that CPG or Auto brand with your data-driven audiences. Publisher grows revenue by maximizing inventory. The marketer connects with new audiences. Consumers discover products or services they didn’t know they needed.

Not all third-party data is sourced or aggregated equally, however. What I’ve described above is an ideal scenario in which the quality of the data provider has been vetted and verified. It’s not fantasy though. These data enrichment use cases are happening right now, around the world. Reputable third-party data providers like Experian and MasterCard, for example, are transparent about provenance, collection, accuracy, and usage. Which is why marketers and agencies can’t get enough of third-party data to learn more about their customers and create addressable audiences that actually work.

There will always be bad actors, and third-party data is not exempt. But to dismiss the power of third-party data as a whole to marketers and publishers is not only nearsighted, it’s downright blind. And now more than ever, it’s painfully obvious that relying on first-party data alone is not enough for marketers — by the way, it never was enough.

Browsers Are Crashing the Party

Browsers have overstepped and broken customer relationships with cookie blocking. They are effectively crashing a party they weren’t invited to and trying to take over the music and block the door.

Connected EcosystemConsider that worldwide, Safari and Firefox account for approximately 22% of the market share. Thanks to cookie blocking, marketers cannot reach those customers and prospects. Those touchpoints are gone. Further, publishers are losing out on monetization opportunities. Does that seem fair? Marketers and publishers were not part of the conversation about their ecosystem, about their economy, about the free Internet that they support. Safari and Firefox made these decisions to serve their own needs and to disconnect marketers from consumers, although I’m sure they’d be loathe to admit it. At least Google puts on a public face that the industry will be part of a solution, although the jury is out on how much weight or voice they’ll have.

Is it the responsibility of Safari, Firefox, and Chrome to persist in consumer privacy choices? Or rather, is it the right thing for publishers and media companies to protect their users and honor their choices? I suppose you could argue both sides sufficiently, but I believe doing the right thing by consumers is giving them the choice and tools to interact with trusted brands on their own terms.

Consumers win on privacy, right? Remember who pays for the vast majority of free content online. Marketers. If publishers can’t monetize their content and marketers can’t reach their customers, you can expect some of your favorite niche sites and apps to close up shop. You can also look forward to more irrelevant ads as marketers try their best to reach the right audiences but hit and miss more often.

Growing your business and helping your marketing partners succeed requires finding your consumers across many platforms and channels, understanding more about them, and engaging them in smart, respectful dialogue.

Don’t forget, third-party cookies and third-party data are not the same. What cookie blocking accomplishes is making it more challenging for marketers and publishers to connect data in web environments. Isolating your first-party data and refusing to collaborate is a dangerous way forward. As I’ve said previously, “Growing your business and helping your marketing partners succeed requires finding your consumers across many platforms and channels, understanding more about them, and engaging them in smart, respectful dialogue.” In other words, what will lift all boats is a connected ecosystem in which everyone can operate under the same guidelines and rules and identify consumers with translatable IDs while persisting privacy preferences.

Connectedness Is Human Nature 

Connections couldn’t be more important at this point in history. We’re all experiencing a world in which our connections, near and far, are keeping us healthy, sane, and fulfilled as best as possible during the pandemic.

I see the light and it’s not at the end of the tunnel. I see a very near future where marketers, agencies, publishers, and media companies will find new ways to connect with each other, see more about their customers, and have the tools to strengthen those relationships and grow their businesses.

Find new customers, increase customer engagement, and grow revenue with first-, second-, and third-party data.

“Disconnect” as an operating system is canceled. Let’s embrace the joy of connecting in meaningful and relevant ways. Call me optimistic but there’s so much that both sides of the table are missing right now, and Lotame is just the innovator to solve it.

Find new customers, increase customer engagement, and grow revenue with first-, second-, and third-party data. Learn how Lotame Panorama can help you in today’s cookie-challenged web.

Social media plays an ever-changing role for marketers. The strategy’s strength is in the ability to humanize your brand by engaging with the consumer. And engagement leads to conversions. How to stay current as social media changes is a key discussion point at Portada Council System meetings. Learn how Portada Council System’s leading brand marketers offer solutions to keep ahead of social media’s evolving role.

Kick-off Facts 

  • SMS or messaging apps are on the rise with 41% of travel marketers planning on implementing this in the near future. (Sojern)
  • Three out of five travel companies are using chat for customer service with 28% actively using or experimenting with AI technology. (Phocuswright)
  • The majority of marketers (77%) are using one or more social media platforms but only 48% have a positive ROI from these strategies. (Impact

Three Social Media Challenges for Portada Council System Members

1. Managing Brand Reputation and Trust

Related comment: “Your customers don’t necessarily trust Influencers (since most know they are being paid). It is better to win them over organically.”

Social media make it easier to discredit a brand. Companies should try to turn these experiences into something positive.

2. Training Staff to Provide Consistent Customer Service

Related comment: “Right now, the front line staff is composed by people who are not prepared enough for the job.” 

We have to make all messages coincide across roles in spite of the emphasis of each area.

3. Increased Complexity and Cost of Social Media Strategies

Related comment: “It is vital to understand the way each platform works.”

Even though the reach is there, it’s getting gradually more expensive.
Portada, Council System

If you are interested in joining the Portada Council System, our year-round knowledge sharing and networking platform, find out more here or contact us here if you are marketing services supplier and here if you are a brand marketer.

Four Social Media Opportunities Identified by Portada Council System Members

1. Don’t Forget About Traditional Marketing Channels

Globally, travel marketers see Facebook (30%) and Instagram (28%) as the most effective tools for targeting new audiences contrasted with only a 4% rate in connecting with loyalty members. (Sojern)

Related comment: “We are losing sight of traditional communication channels that are still alive and reaching a more traditional target.”

A recent eMarketer study shows a 122% median email marketing ROI, a number 4x higher than other digital marketing channels. (LYFE Marketing)

2. Humanize the Brand Voice and Keep it Consistent

Related comment:Every role matters, and each one can influence the whole in a different way.” 

Practical example: The CEO could humanize the message and community managers should have a “tone of voice” that coincides with the company’s values.

When the head of the company is an activist, this helps the brand’s reputation.

3. Give Staff the Skills to Handle All Types of Social Media Feedback 

Related comment: “Strive for accuracy and timely answers when addressing customers’ comments on social media.” 

Practical example: Provide appropriate training to the social media team so they know how to handle messages with different objectives: communicating, positioning, selling, etc. 

Make sure the whole organization has the same culture and train staff to deal with social media’s evolving role.

4. Use AI to Boost Your Customer Service 

Research from Salesforce shows an anticipated 143% increase in the use of AI for customer service teams over the next 18 months. (Salesforce)

Practical example: Using an algorithm that answers immediately on social media without the customer noticing it’s a chatbot. Instead of having hundreds of people answering, a company could hire less high-profile employees to do it right.

When the algorithm can’t solve an issue, there’s a seamless transition to a human specialist.

Portada, Council System

If you are interested in joining the Portada Council System, our year-round knowledge-sharing and networking platform, find out more here or contact us here if you are marketing services supplier and here if you are a brand marketer.

 

Loyalty Marketing is key. Roberto Muñoz, Head of Loyalty Travel at Puntos Colombia manages a joint program between Colombia’s largest bank Bancolombia and Latin American retailer Grupo Éxito. Prior to his current role, he was a strategist for Aeroméxico’s loyalty program Club Premier. The brand marketing leader shares key insights about digital channels for loyalty marketing with Portada including how tech and digital channels enable companies to engage and gain new customers and keep them happy coming back.
Interview conducted by Alejandra Velazquez

Roberto Muñoz, Portada, e-mail marketing
Roberto Muñoz, Puntos Colombia @puntoscolombia

Technology plays a crucial role in enabling marketers to do a better job, not least when it comes to loyalty marketing. In fact, 84% of executives surveyed by Accenture agree that companies are using technology to weave themselves seamlessly into how people live today. 

“Technology helps us to segment audiences. It sparks activation” Muñoz says, adding “Technology provides us the data to develop the right targeting strategies. That way, we keep captive users interested and lure in new consumers via their passion points, like travel, fashion and entertainment. The challenge is recruiting customers that actually interact with the brand, not just sign their name on a list.” But nothing matters if the information isn’t properly documented. The challenge is tracking customer data and applying it correctly in order to serve your marketing strategy. A department that manages and filters big data correctly is always a must.

But nothing matters if the information isn’t documented properly. A department that manages and filters big data correctly is always a must.

Digital Channels: E-mail Marketing is Still an Effective Tool

“Digital channels are key to bring new customers into our loyalty marketing programs. You can target specific audiences by sending key messages. 85% of our customers say they read our news through e-mail marketing. I’ve heard many experts talk about the death of e-mail marketing, but our numbers show the contrary,” Muñoz asserts.

Segmenting information via e-mail is the only thing that ensures the client remains active in your program.

According to Muñoz, segmenting information via e-mail is the only thing that ensures the client remains active in your program. Many strategists say “leave your most valuable customers alone, you don’t want them to get bored. I think when you’re really involved with a brand, you don’t mind how often they contact you. You know you’ll get relevant content eventually.”

…Social? Not so much

“Social network strategies are too focused on massive audiences. We address and recruit a very small percentage of users on social networks. Some programs only want users to click here and then to subscribe to a given program and get an immediate benefit. However, out of all users who sign up, a tiny percentage will actually become involved. You invest a lot of money and end up with a handful of users akin to your brand. One time in Aeroméxico we set a goal to sign up one million new customers onto our base. But in the end, less than 5% of those clients were actual travelers. The rest had been “bullied into it” by the hoards of ads we’d purchased on digital.”  However once you have acquired new clients, social media may prove a valuable tool for loyalty marketing.

You invest a lot of money and end up with a handful of users akin to your brand.

Loyalty Marketing: Three Ways to Get Customer Feedback

Reliable customer feedback is also an important piece of Puntos Colombia’s strategy for using digital channels for loyalty marketing. Muñoz has developed three ways to approach customers:  direct meetings, focus groups, and surveys.

“High-profile customers get invited to breakfast or lunch to offer their feedback and opinions about the program. Nothing is as valuable as having customers tell you how they feel in person. We have a very direct style of approaching customers. The director of the program may have a sit down with customers and explain what they can and can’t do about their non-conformities.”

They also have focus groups conducted through third-party researchers. Because when consumers don’t know they’re speaking directly to a brand, it helps them give unbiased feedback. Last but not least, there’s surveys. Many valuable customers take the time to respond and are often rewarded with incentives like additional points. The incentives help ensure they are interested in giving their honest opinion.

Reliable customer feedback is also an important piece of Puntos Colombia’s strategy.

Roberto Muñoz, Head of Loyalty, Travel at Puntos Colombia, will be one of the dozens of brand marketing innovators participating at at the exclusive knowledge-sharing and networking event Portada Live on Sept. 22.

What: Meltwater’s Ana Hoyos, Latcom’s Valentin Bueno, and WeWork’s Ana Cristina Rivadeneyra discussed how they are using data and technology to build market share in Latin America at Portada Miami’s key insights panel: Marketing Tech in Latin America: The Opportunities Ahead.
Why it matters: Excellent data is essential for creating content that connects with consumers in LATAM, and brands shouldn’t shy away from partnering with technology providers to reach their goals in the region, according to speakers at participating in the panel on marketing technology in Latin America.

It’s “harder to get data in Latin America,” and even more difficult to build, according to Latcom CEO Valentin Bueno, a speaker at Portada Miami’s panel Marketing Tech in Latin America: The Opportunities Ahead. “We need to create our own data. The work is to build the data with the client. There is no one size fits all,” he told #portadaMIA attendees.

Using the right technology is also key, according to Ana Hoyos, Director of Meltwater Latin America, and also a speaker on the panel. She told attendees that brands shouldn’t be afraid of finding the right technology partners when marketing in the region.

You really need some sort of tool, and you need to use technology to help you leverage all of the data that is out there.

“There is a lot of data, so using the right technology and not being afraid to partner with the people that can give you the actionable insight,” is very important, Hoyos emphasized.

WeWork entered the region just two years ago, and panel speaker Ana Cristina Rivadeneyra, senior marketing lead at WeWork, said WeWork has developed its own listening tool to better understand WeWork’s customers in the market. The data gathered is used, in part, to determine the architecture and construction of WeWork’s work spaces in the region.

Partnering and Organization

Panel moderator Alejandro Clabiorne CEO of PHD Latam asked the panel participants to discuss their organizational approach to task of leveraging data and technology to reach consumers in the region.

“There are no barriers between tech and marketing,” at WeWork, Rivadeneyra said.

Meltwater places a lot of focus on AI, and works with companies that can help it “integrate data science into our daily operations,” said Hoyos. It’s important to educate customers who use Meltwater’s media monitoring and analysis services about the importance of data measurement and analytics, she said.

“Everyone needs to adapt. Everyone is on the boat,” so we want our clients to know “you don’t want to be left behind,” she told the #PortadaMIA attendees.

Latcom takes a partnership approach with its clients in the region to build data and systems than can guide its customers’ business decisions and planning, according to Bueno.

 

Technology and Data Insights

(L to R) Ana Cristina Rivadeneyra, Ana Hoyos, Valentin Bueno, and Alejandro Clabiorne.

When helping Microsoft launch out-of-home advertising, Latcom relied on technology to understand consumers’ behavior, Bueno said. After reaching a full understanding of the complex ecosystem of devices used by consumers in Latin America, content was tailored to fit those devices—which is often the mobile phone.

“Technology challenges everyone. We chose a complex task: how to use data to reach audiences that are difficult to reach,” Bueno explained.

Meltwater helps its customer Santander, the international banking brand, monitor its reputation in Latin America, said Hoyos.

“We create analytics that give them trends and insight. There is so much data. You really need some sort of tool, and you need to use technology to help you leverage all of the data that is out there,” Hoyos said.

Using the right technology and not being afraid to partner with the people that can give you actionable insight is very important.

“The most important thing for Santander is to understand the perception of its brand using data from traditional news and social channels,” Hoyos explained.

Meltwater uses AI and data science to track three million documents daily and organize the information to make sense out of it.

“What we have done is focus a lot on AI and companies that can help us integrate data science into our operations,” she said.

We are introducing a bi-weekly summary of the most exciting recent news in marketing technology and trends. If you’re trying to keep up, consider this your one-stop shop.

Phrasee’s AI-powered Copywriting Tool Attracts $4M in New Funding

Investors will pour U.S. $4 million into the digital marketing software company Phrasee to power the expansion of its Artificial Intelligence tools that help brands like Domino’s and Virgin write better subject lines for emails. Brands also use Phrasee’s tools to write more effective Facebook and Instagram ads. The new funding will help Phrasee, based in London, to open offices in San Francisco.

Facebook is reportedly building a stand alone shopping app for Instagram, sources tell the media outlet The Verge. The app will allow Instagram users to use the app to buy goods from merchants they follow. Instagram is keeping mum about the new shopping platform. According to Facebook, there are 25 million businesses with accounts on Instagram.

Artificial Intelligence is rapidly changing how brands create content. The Tel Aviv firm Bidalgo has a new AI-powered tool that measures KPIs for the different elements of creative content, including words (messaging) and images (including video). MediaPost also reports that McCann Erikson Japan has launched the world’s first robotic creative director that analyzes key elements of past award-winning ads to then develop new ones.

The retail customer analytics firm Custora has won $13.75M in new financing for its software that uses Artificial Intelligence to help retailers segment and better understand their customers and as a result provide more personalized offers. Retailers also use Custora’s machine learning to analyze the impact of discounts and price points and forecast the lifetime value of each customer.

Investments in mobile advertising increased by 25% in the second quarter of this year compared to last, and more and more brands are choosing to place their ads within mobile apps, according to PubMatic’s Quarterly Mobile Index for 2018. In just the last year, spending on mobile video ads has increased by 239 percent, with a 688-percent year-over-year increase in advertising within mobile apps, the PubMatic release said.

The online flower delivery company Telaflora is using Artificial Intelligence to match offers to individual customers’ desires and preferences. Using AI tools from Bluecore and Custora, Teleflora succeeded in matching customer data with products to increase year-to-year sales by 50%, according to ClickZ.

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