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

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

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

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

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

 

Advertising Attribution: Multitouch Attribution Better than Last-Click

Guillermo Rivera, VP of Marketing Merama.

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

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

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

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

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

 

ShowHeroes Group, one of Europe’s top Ad-Tech companies, is expanding in the U.S. and Latin American markets. Portada talked to Ilhan Zengin, CEO of ShowHeroes Group, and Joseph Lospalluto, Country Manager U.S,  about their company’s expansion in the Americas and their views on the future of video advertising and omnichannel marketing.

ShowHeroes Group, Europe’s leading independent provider of video solutions for digital publishers and advertisers, has a global presence employing more than 380 persons in 28 major cities throughout Europe, the Nordics, Latin America and the U.S. The company’s mission is to provide marketers optimal video solutions for omnichannel marketing. Media consumption trends are providing tailwinds to ShowHeroes’ expansion plan. Video marketing is growing in leaps and bounds. CTV advertising amounts to between 6%-7% of the advertising pie in the U.S. with many forecasts expecting the share to grow to over 10% until 2025. In terms of dollar volume, advertising spent on CTV is expected to grow from approximately US $20 billion in 2022 to US $ 40 billion in five years. These growth trends are being also followed in other regions, like Latin America.  A key growth driver for video is the expansion of AVOD (Advertising Video on Demand) due to subscription fatigue at paid services (SVOD).

ShowHeroes Group recently launched a native CTV platform incorporating new formats based on the latest user video experience insights. “The trends we are seeing in CTV have been observed in other channels before, for instance in mobile or online video.  Coming from an old video angle, CTV opens up many opportunities to increase the effectiveness and impact of advertising on the big screen and to utilize the content that appears natively in an appealing form. In addition, we try to be as standardized and as scalable as possible,” says Ilhan Zengin, CEO of ShowHeroes Group.

ShowHeroes Group US Expansion
Ilhan Zengin, CEO, ShowHeroes Group

According to Zengin,”native advertising should be a smooth vehicle that prepares a user to actually being exposed to an ad. There are many options that can be utilized from upper funnel to more performance-oriented ads like QR codes. For instance if an advertiser wants to promote a certain type of insurance, the native content piece would be more educational and less transaction oriented, preparing the user for a certain topic in a more seamless way.”

Zengin adds that ShowHeroes Group will be publishing a research study on CTV based on consumer eye-tracking in order to provide a thorough understanding of the impact of CTV advertising on consumer behavior and consumer purchase intent.

ShowHeroes U.S. Expansion: Multicultural 

Show Heroes Group“We are expanding ShowHeroes’ products into one of the largest markets in the world. Advertisers need to substantially invest in video content and distribution and benefit from the strength of our studio and our targeting capabilities in order to reach consumers with relevant messages. That is our value proposition,” Zengin asserts. “Publishers and advertisers working with ShowHeroes can benefit from a whole new suite of capabilities, including a substantial video library to increase video views on top of our semantic targeting technology capabilities. since they work together with global tier 1 brands and major agencies.”

“We create new video inventory by leveraging our semantic targeting technology without a need for third party cookies. This way both publishers and advertisers will see incremental video views.”

We create new video inventory by leveraging our semantic targeting technology without a need for third party cookies.

ShowHeroes U.S. expansion already has an office in Miami which mostly caters to advertisers targeting the Hispanic market. “We think that the Hispanic and multicultural markets are very important as U.S. multicultural audiences are very desirable for brands who are looking to diversify their consumer base,” says Joseph Lospalluto, U.S. Country Manager based in New York City.

Lospalluto emphasizes that ShowHeroes’ U.S. expansion unique value proposition lies in providing brand suitability. “We empower both publishers and advertisers to preselect the pieces of content that get delivered in order to ensure brand suitability,” Lospalluto says.

We empower both publishers and advertisers to preselect the pieces of content that get delivered in order to ensure brand suitability.

The Age of Video: CTV and Omnichannel Advertising

According to CEO Zengin, Linear TV is the latest piece of the media puzzle being digitalized, but the implications of the digitalization of linear TV advertising are very significant and broad. “It is ultimately about omnichannel marketing and advertising and an audience everywhere approach (mobile, desktop, digital out of home etc). This enables cross media measurement, very fast reporting and is a very different approach compared to the old school medium by medium approach,”Zengin asserts. “In this environment advertisers need a partner who understands omnichannel on the audience side but also provides the right creative and content depending on the device,” he adds.

Linear TV is the latest piece of the media puzzle being digitalized, but the implications of the digitalization of linear TV advertising are very significant and broad. It is ultimately about omnichannel marketing and advertising and an audience everywhere approach.

Growth in Latin America 

In addition to ShowHeroes U.S. expansion, the group is also betting heavily on Latin America. Show Heroes Group recently acquired SmartClip Latam.  Over the next few weeks, the business will be rebranded to the ShowHeroes brand at launch events in Brazil and Mexico. “We are investing in Latin America and just increased our headcount by 100% to 100 employees in the region. In addition, we are realizing many synergies with the acquisition and want to make sure that we cater to the needs of every market with the attention each market deserves.  We are also adding a strong suite of services to the ones SmartClip already had, so that both publishers and advertisers can distribute and buy video content in an omnichannel way,” Zengin maintains.

Advice for Digital Marketing Entrepreneurs

Zengin and the ShowHeroes Group’s executive team have done an exceptional job in scaling their business, which was started less than 6 years ago and now has revenues of more than US$ 100 million, a global presence and more than 380 employees. What advice does Zengin provide to entrepreneurs in digital marketing and media? “First and foremost, You should have a product that is needed by the market,” he says.  “If you don’t have that don’t try”, Zengin adds. “You also need to think globally and act locally. The media business is a very local business, but you need to be global in order to scale it. Therefore, You should try to build a local business but aim to become a global player with a  global scale. Then you  can run campaigns in multiple markets. Finally, provide best-in class services with easy to use solutions that are offered by teams who are easy to work with”, Zengin concludes.

 

This year, the holiday shopping season is set to rebound from the uncertainties and anxieties of 2020 — and in a big way. Retail spending in physical stores is on track to grow more than six percent year-over-year, while ecommerce will triple that figure, at nearly 18% year-over-year growth.

By Yahoo’s Chief Business Officer Iván Markman.

The fact that holiday shopping will be more online than ever this year shouldn’t be too surprising. The Covid pandemic reshaped consumers’ digital habits — driving people online not only to buy, but to enjoy digital versions of the shopping experiences they expect from physical stores. And these habits are here to stay. Rather than being a stopgap solution, they’re making shopping and buying more seamless and enjoyable.

With that in mind, marketers need to make the most of the opportunities that have been cracked open by this evolution in how we all shop and buy. But if any retail marketers assume that means it’s safe to revisit strategies from 2019, they’ll be in for some surprises.

Here are 6 strategies to meet holiday consumers in this surging digital era and drive impact for your brand:

1. Engage consumers with new experiences

The brands that will win the holiday are cutting through the noise and the monotony. As more buying occurs online, consumers want new experiences that excite and inspire. Extended reality-enabled advertising — think AR and VR — can deliver that, giving shoppers 360-degree views of products, and allowing them to try before they buy virtually, from the convenience of their home or phone. Interactive CTV ads are also a growing opportunity as the technology has improved dramatically over the last several years to unlock greater customization and data-targeting.

New native advertising formats — from larger, fullscreen units to dynamic video — can incentivize shoppers to buy by offering discounts in imaginative, attention-grabbing ways.

They also offer real omnichannel engagement, inviting consumers to engage with TV ads using mobile devices to accelerate their path to purchase. And new native advertising formats — from larger, fullscreen units to dynamic video — can incentivize shoppers to buy by offering discounts in imaginative, attention-grabbing ways, for products they have already browsed and relevant products they have yet to discover. Pre-pandemic, marketers increased native spend by 24.6% and, given our new normal, contextualized shopping experiences will be even more critical.

2. Capture attention on screens at home and in stores 

While more holiday shopping will be online than ever before this year, the experience will continue to be hybrid for most consumers, with a combination of in-store and digital buying. For this reason, an omnichannel approach is essential for retail marketers to get in front of consumers wherever they may be. Enter Digital-Out-of-Home (DOOH), which has advanced considerably in recent years to become a key part of any retail marketer’s advertising media mix. DOOH gives brands the ability to target shoppers on-the-go — digital billboards while waiting for the train, for example — and in-store, with companies bringing ad opportunities to POP signage and store aisles.

These channels are essential for reaching and engaging consumers with holiday promotions.

These channels are essential for reaching and engaging consumers with holiday promotions in the moment, while connecting their digital and offline experiences in a unique way that stands out. More of this inventory is available programmatically, as well, which enables deeper targeting and stronger impact. Retailers and brands need to take advantage of that shift.

3. Boost ROI through personalization

Speaking of personalization, don’t listen to the naysayers — consumers want ads to be targeted. In fact, 80% say they’re more likely to purchase if the brand in question provides personalized ad messaging. Right now, with so much attention in the industry on third-party cookie deprecation, it may seem as though the future of personalization is in question. But addressability will persist and thrive. Ultimately, brands need to take control of their first-party data, make use of high-quality second-party data from trusted partners and, with the help of tech partners, lean into cookieless IDs such as hashed emails or logins.

Consumers understand the trade-off of ads for free content so they want personalized ads.

By activating these strategies, retailers and brands can still take advantage of powerful, personalized formats like Dynamic Product Ads and Dynamic Creative for their campaigns that combine tailoring and compelling media. At the end of the day, consumers understand the trade-off of ads for free content so they want personalized ads. The experience just has to be done the right way, maintaining privacy while delivering value.

4. Entice shoppers with great deals

Brand loyalty has not been in so much flux in years.

This is an evergreen point, but it’s especially important in this moment where economic uncertainty remains, and savings are extremely important in incentivizing shoppers. Deals and discounts are especially important to Gen Z, whose buying power has grown considerably. Online shopping truly speeds up the process of deal discovery, facilitating browsing from multiple brands and retailers in multiple browser tabs or devices. Brand loyalty has not been in so much flux in years. Engaging digital formats are essential in this environment. Consider cross-device/cross-channel advertising, including native and dynamic creative.

5. Be a hub for the in-store shopping season

Consider that the physical store is often just the point of product pick-up (think BOPIS).

As in-store shopping continues, savvy brands and retailers can turn a consumer’s smartphone into a true IRL shopping companion. Mobile ads can become dynamic coupons, for example, with mobile-optimized branded content that can be saved in a mobile wallet. Brands can also create experiences where consumers research store reopenings and receive an offer for mapping the route to the location. Consider that the physical store is often just the point of product pick-up (think BOPIS). Brand retailers need to move away from thinking of the “in-store experience” and consider how omnichannel advertising speaks to the digital/in-store hybrid shopping methods consumers actually implement.

6. Leverage in-flight analysis tools

This holiday shopping season isn’t going to be like last year’s — or any other.

Despite holiday sales likely to increase in 2021, the pandemic and a variety of economic factors are creating global supply chain constraints. These challenges have been well-documented, convincing consumers to begin their shopping earlier than in previous years.

Fears of inflation and higher prices are also contributing, with 40% saying they “expect to shop and spend earlier than they did in 2020.” While marketers can’t directly control these issues, they can mitigate them by more accurately logging campaign performance and conversions to support planning. Traditionally, lower funnel metrics like sales are measured weeks after a campaign. With new in-flight sales analysis tools, however, advertisers can understand performance during a live campaign and leverage that data for managing and optimizing inventory.

This holiday shopping season isn’t going to be like last year’s — or any other. Consumers are adjusting to a new reality, and brands must do the same. Make your holiday marketing strategy unique, engaging, omnichannel, and personal and you will win customers during this competitive period.

 

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

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

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

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

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

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

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

Adding Value to the Media Buy

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

EKN’s Approach to Trading Desks

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

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

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

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

EKN Clients

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

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

 

Engaging customers in a multi-channel world is one of the most challenging tasks for brand marketing decision makers today. According to a study conducted by Salesforce, 27% of retail and consumer goods marketers describe their channel coordination as generally siloed. Effective multi-channel marketing is a key discussion point at Portada Council System meetings. Learn how leading brand marketers in Portada’s Council System find solutions to multi-channel marketing challenges.

Kick-off Facts 

– According to a study conducted by Salesforce, 27% of retail and consumer goods marketers describe their channel coordination as generally siloed, and 33% describe it as dynamically coordinated.

Only 9% of marketers currently engage customers across multiple channels on a consistent basis (DMA/ANA).

– Compared to single-channel shoppers, customers engaging in multi-channel strategies spend 3x more. (Pure360)

Three Multi-Channel Marketing Challenges for Portada Council System Members

1. Choosing the right channel(s)

Understanding the right channel for individual consumers depending on factors including demographics. We have to serve our customers in the channels they want to be served.
Related comment: “Although customers are multi-channel, one platform made them pull the trigger”
Practical example: If a company only offers a call center as a means of customer service, it excludes all the customers who prefer fully digital transactions over interacting with phone operators.

2. Having channel-agnostic customer engagement tracking technology

Having advanced technology to track the consumer through different platforms while delivering the same message and service quality independent from which channel is being used.
Related comment: We only track consumers’ behavior online, but we can’t track their offline activity.

3. Adapt messaging across various channels for delivering a consistent consumer experience 

People interpret the message differently according to each channel. Platforms should be handled in the right way.

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 Solutions Suggested by Portada Council System Members for Better Engaging Your Customer in a Multi-Channel World

1. Make sure technology is on your side. New tools are there; they should be an enabler, not a barrier

Portada Council System

Take your multi-channel customers to the cloud so that all touchpoints converge there. Whether online, on the phone, or at the kiosk, all the data is on the cloud.

2. Use attribution models. Make sure you know where clients are really coming from

Get to know  your customer by looking at their behavior and offer an experience that really fits their lifestyle persona.

3. Look at customer purchases and service requests as two different models

We should not mix the two messages; one is selling and another is customer service.

Practical Example:
An airline knows when a passenger has had a bad experience during their previous flight. A flight-attendant has the information about this passenger on a subsequent flight and offers an apology.
Caveat:
AI can help, but bear in mind privacy issues. (AI like Alexa listens to private conversations to generate purchase intent)

4. Make sure consumers know that the brand is a long-term provider

Make sure the customer knows that we as providers can actually take into account their lifelong value as a customer, unlike intermediaries which are entirely price-driven.

 

2020 opportunities

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.

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