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Real-Time Banter: Adelphic and VivaKi Discuss Mobile Programmatic Advertising

February 3, 2016 in Blog

This edition of Real-Time Banter features a conversation about mobile programmatic advertising with Marco Bertozzi, CEO of Global Performance Marketing for Starcom Mediavest Group, previously President, Global Clients at VivaKi. Marco was interviewed by Jennifer Lum, Chief Strategy Officer for Adelphic. [Note: This interview was conducted prior to Marco’s promotion.]

mobile programmatic advertising

Jennifer: What is VivaKi?

Marco: The way we look at VivaKi’s role in the group is we’re really there to help our agency brands scale in the areas of paid media, ad tech and data sophistication infrastructure, with the view to accelerating adoption by taking areas of innovation and building on and expanding them across the groupe. Our aim is to be an engine for all the work that goes on around ad tech and programmatic. Agencies have so much on their plate in terms of focusing on strategy, planning and client services as well as their own product development. So, within the programmatic data and technology space, we’re there to really help do certain roles and just do them once, with the view to then letting any of the agencies tap into it.

What was your role at VivaKi?

As president of global clients, I worked with the structures that Publicis Groupe agencies, including Starcom MediaVest and ZenithOptimedia, have around their global clients. They both have teams of people that are focused on making sure they’re really delivering for their biggest clients. Of particular interest to me were the global ones, and really working on programmatic strategy with those guys. I had the luxury of really being able to focus on this one particular area and work with them on pushing things forward and designing for the future, particularly the programmatic future that we are in.

You’ve touched on this a little bit, but how does VivaKi work with media agencies such as SMG, ZenithOptimedia and Digitas?

Last year we decentralized our trading desk so that the planning and buying function now sits within the agencies. Prior to doing that, you could describe VivaKi as a product and service business very much focused on the programmatic space, and data and technology more broadly. Post-decentralisation, that service element has moved back into the agencies and sits very much closer to clients. We now operate as a hub and spoke model, working closely with the agencies to build out solutions for clients that can be accessed across the groupe.

Within VivaKi we have two divisions— VivaKi Exchange (VX) and VivaKi Operating System (VOS). The VX encompasses all of the group trading functions, i.e., the aggregation of spend that we work with media partners on and enables partners to engage with one, unified voice while providing the agencies the framework to partner individually where necessary.

The VOS has a number of functions that help gather and accelerate the agencies in the programmatic space. We aggregate all the data from all of our programmatic activities. In addition, we continue to build on and expand VivaKi Verified, which is our verification process across media, technology and data, and building tools off that. The way I look at it is we’re trying to solve for some of the big topics in programmatic. So, if you think about the debates on fraud and viewability and so on, we’ve taken a stance with a proprietary tool called Quality Index where we’ve built a platform that allows us to aggregate data from multiple verification companies, append it to all the URLs that we have in our warehouse and create a planning tool based on whatever KPIs the agency is looking for around viewability, fraud and so on. That then allows the agency to upload URL lists into the DSPs to act upon.

You have one choice where you can just do a deal and run with it, but our view is that you have to look at some of these big topics and go deeper and create a little bit more sophistication for the agencies to be able to play with. That’s now our VOS platform which the agencies can log into and get help with their planning of programmatic campaigns. We also manage and centralize the ad tech partnerships, so again, we’re always working on behalf of the agencies but it’s just a way of having a single relationship in regard to contracts and product roadmaps and making sure we’re giving good feedback to all of our tech and media partners. It’s what I would describe as infrastructure and management which we do just once in the centre and everyone plugs into. It creates efficiencies and powers a better programmatic offering for Publicis Groupe.

VivaKi’s structure does streamline activity and creates a center of excellence for the media agencies. We’ve found it much easier to work with the Publicis agencies by being able to understand that there is that one point of contact at VivaKi for us to work with on product-related initiatives and then from there, with their help and in partnership, branch out into the media agencies. I think it’s a structure that works quite well.

It’s a good combination. Obviously we wanted people to be able to talk and the point of the changes we made is to enable conversation directly with the agencies, but then as a part of it, VivaKi helps to streamline things that you don’t want to be going to an agency for. So I think it’s a good combination and approach.


“I think 2015 was a more positive year….advertiser conversations were a lot more productive and positive, and many companies are now starting to appoint people to lead these practices….with that continues incredible growth for the whole industry.” – Marco Bertozzi, VivaKi


In your opinion, what is the state of audience-based buying today?

If you look at it from an overall industry perspective, I think 2015 was a more positive year tonality-wise, in terms of what people were saying and what the headlines were. 2014 was a bit of a lost year to headlines around transparency and the like, which is a shame in a way because to some extent it was a distraction. Where advertisers could have been having pretty straightforward conversations, there was this feeling that all the questions were about that topic and less about strategically what you can do within programmatic.

In contrast, 2015 felt a bit calmer. Advertiser conversations were a lot more productive and positive and many companies are now starting to appoint people to lead these practices, and that gives them a chance to scope out the marketplace and ask all the right questions and understand what was true and what was false in all the rhetoric. So in that respect, that’s really positive and with that continues incredible growth for the whole industry.

I think we’re starting to get to the point of mass adoption, which means there’s still a lot of relatively straightforward programmatic buying such as using a bit of third-party data, doing a bit of retargeting and so on. Again, we are seeing a selection of clients that are now starting to branch out to see how an enterprise DMP can help them, or even just how an audience DMP can help them become more sophisticated about what they’re doing. And that’s always exciting because once you go down that road, advertisers tend to get really involved and I think that’s always a good place to be when you’re working side-by-side with them.

So I feel really good about the industry and I think it’s only going to get better and I think that the sophistication level will come as advertisers invest more and more in the space. And from our own group perspective, we hope now that with the integration of so many experts into businesses plus the experts they already have, we will see the agency landscape evolve into a much more data-driven, programmatic one as well.

As you have been working with global brands and global clients across the agencies, how are you seeing them factor programmatic into their new processes?

I think, at the moment, a lot of people are trying to work out if they’ve got that sort of readiness in their major markets. They’re trying to understand the basics first in terms of what we are doing at the moment, what platforms we’re using and what we are doing with data. It started there and that’s still probably the primary thing that they’re taking their time with but then at the same time, advertisers are expecting their agencies to come back with ideas that are very much data-driven first rather than some of the previous methods using more survey-based planning. So the advertiser expectation is that data and real-time buying should feature in a lot more of their activities, which is a good place to start. And then of course with the clients and the agencies—there is a big and never-ending education and training job to be done. I think both advertisers and agencies are looking to find ways to really build the skillset into the wider group. Both SMG and ZenithOptimedia have great training programs which they have developed in collaboration with VivaKi. All of this adds up and overtime will ensure that the use of data for planning and buying is part and parcel of what everyone does.

What’s working well in mobile programmatic?

I think this question and some of the other questions about challenges are linked. The mobile side of things has always been on paper something that makes sense and everyone completely acknowledges that there’s a big shift of usage onto mobile, so the question has been around how do we take advantage of that? We all know it is happening and we all know people spend on their phones and tablets, but how do we make the most of it? As more companies have dedicated themselves to answering the big challenges—which still exist around cross-device, cross-channel and all of the other things that people continue to have a problem with—I think some of those are being answered slowly and as they are, that allows us to start talking more confidently about what advertisers can do with mobile and the geo-location nature of it, where and how it fits into our lives as we go through the day. These are all the things that advertisers want to make use of. We still need the right technology to give them the confidence that what we’re telling them is true and it’s doing what they want. Most companies are working on that, so there’s no doubt that we’ll definitely be able to make the most of what’s being offered in a pretty short period of time.

You just mentioned some challenges, but are there any other notable challenges with respect to programmatic?

I’d really like to see some robust work around brand building. I’m sure that pockets of it exist. I think there is a slight confidence gap with advertisers that mobile advertising generally can contribute to branding. One could argue that as a whole there are still some question marks over it, but I think for mobile in particular, we can set some really clear KPIs that help advertisers feel confident in investing bigger sums. They’re all comfortable investing in mobile; it’s just how you get them to sign off on the big ticket campaigns on an ongoing basis.

We still have the industry display issue generally, and we still have the tracking issues that are being solved but don’t go away in the minds of advertisers because they’re incredibly complex in that they’ll speak to one company that says this is all solved, and then they’ll reload the headlines or go to a conference that says it’s not actually being solved. That kind of stuff does make it a bit unnerving for them. But there have been such big strides in terms of companies solving for these issues and I think we will see for the first time a real shift away from cookies. I think that’s where, if mobile can be the driver of that with device IDs and so on, then that puts them in a strong position for a future cookie-less world.


“I think everyone knows that the mobile element probably plays a part in almost everything.” – Mario Bertozzi, VivaKi


That’s right, and enabling the development of more holistic, behavioral profiles capturing mobile behavior plus behavior on other connected devices. I think that’s a huge opportunity. To your other points, the two are really tied. If the industry overall is able to push forward with developments and progress in measurability and attribution that should naturally raise the level of confidence for marketers in understanding how to measure the impact and the ROI of their marketing initiatives from branding, anywhere down the funnel to other more performance focused initiatives.

I think everyone knows that the mobile element probably plays a part in almost everything. It’s just being clear about where it is most important. I know I’ve seen presentations from people like Yahoo! where a person starts on the phone, ends up on the tablet or the desktop and vice versa. Advertisers like seeing that stuff, because it makes sense to them and it gives them some confidence even if it’s not yet what you would describe as a true planning tool or attribution model, it starts to give them confidence that these campaigns are really making the difference.

Are there any emerging formats that you are particularly excited about?

I’m starting to see more and more of the formats that are really linked to your behaviour on the page, the ones where you’re reading an article and they expand out or you click to expand the article. I think that those ads are making an effort to keep you—let’s say uninterrupted. They have good visibility and impact, just from a personal perspective. I’ve always been a firm believer in fewer but bigger ads, and I think a lot of these formats are trying to play to that and it makes sense. I think generally speaking we’ve got to find a way of avoiding the interruption because no one’s ever going to wish that back. It doesn’t mean it’s wrong to find a way of having a big message without interrupting.

In the next 12 months, what percentage of Publicis’ spends will be in programmatic and then in 36 months, do you have an estimate?

I think—and I’m talking about all spend, that 8 cents on the dollar will be programmatic. That will probably double in 36 months. But that is, to be clear, all spend. If you’re talking about percentage of digital display or about metrics closer to home, those tend to be higher.

Do you have a percentage for digital display?

This year you’re probably looking at 40% and I would expect that in another 18 months it would comfortably be into the 60%.

The next two questions are personal questions but I think they are fun facts for people to learn about. What was your first mobile phone?

So my first mobile phone—I researched it because I couldn’t remember it clearly—was something called a Motorola N300, which was in the UK and it came with unlimited calls after 6 o’clock and on the weekends, which at that time was a big deal, because in those days you paid for all your calls. It was one of those semi-flip phones where you pulled the speaking bit down, and I think it was in the early 90s. They got rid of that contract very quickly, so anyone who had retained the contract was selling it in various ways for good money years later.

mobile programmatic

It looks like it would’ve been a pretty slick form factor for that time, especially because it was a flip.

Yeah, it was definitely considered—well any phone was because no one really had mobile phones—and I’m pretty sure I was in university so it must have been somewhere in the early to mid-90s.

Final question, what is your favorite mobile app?

I’m going to have to say twitter mobile programmatic since I’m such an avid user of it. I use it for all my information sources. If it wasn’t twitter, it would have to be a map app. One can actually read the world and the other gets me around it.

Is there one mobile mapping app that you prefer?

If I’m allowed to say Google Maps, I would probably say Google Maps. mobile programmatic

Of course you are! This was great and we appreciate you sharing your thoughts and your insights on both VivaKi but also the programmatic landscape. Thank you Marco, we really appreciate your time.

 

Check out the other editions of Real-Time Banter, featuring interviews with Amnet, MoPub, Cadreon, Rubicon Project and Factual.

The post Real-Time Banter: Adelphic and VivaKi Discuss Mobile Programmatic Advertising appeared first on Adelphic.

Case Study: Adelphic, Cadreon and Factual Drive 26.5% Lift in BMW Dealership Visits through Mobile Advertising

January 25, 2016 in Blog

mobile advertisingBMW wanted to use mobile advertising to drive more potential consumers to dealerships to push greater sales. Their target consumers were identified as being people in a high income bracket and in the market for a luxury vehicle. To see the full case study illustrating how Cadreon used Adelphic’s platform, with insights from Factual, to increase foot traffic to BMW dealerships by 26.5% with mobile advertising, visit Factual.

The post Case Study: Adelphic, Cadreon and Factual Drive 26.5% Lift in BMW Dealership Visits through Mobile Advertising appeared first on Adelphic.

Real-Time Banter: Adelphic Discusses Mobile Advertising Data with Factual

January 13, 2016 in Blog

This edition of Real-Time Banter features a discussion about mobile advertising data with Gil Elbaz, founder and CEO of Factual. Gil was interviewed by Jennifer Lum, Chief Strategy Officer for Adelphic. 

mobile advertising

Jennfer: What is Factual?

Gil: Factual is a neutral data company. Our job is to make data accessible to other companies, and to help them innovate and be more productive. We have this real focus on neutrality. For example, we will never build a consumer app because we want to be absolutely aligned with our customers, providing the highest quality data to make their jobs easier. We specialize in mobile and location. We found that this is a massive and interesting opportunity to provide data about the entire world, about every spot on the world. We think there are a tremendous number of opportunities to provide value by focusing on location data.

You are the founder and CEO of Factual, can you share Factual’s founding stories with us?

I have been addicted to data since I was a little kid. I was in love with the reference section of the library – from dictionaries to the Guinness World Records – and anything that was structured. I turned this into a career and my first company, Applied Semantics, started out with a focus on building ontology. Ontology is the organization of the world’s information: every word and phrase that you can find anywhere in language. We realized that this is the basis for natural language understanding technology, which then became the basis for AdSense. Applied Semantics was acquired by Google in 2003, and so I spent a few years with Google. Factual represents taking knowledge and structuring it to the next level. The goal of Factual is to make this data accessible; to make structured data, high-quality data accessible because there is such an opportunity to be neutral, to power all other innovations. We are not going to innovate across every industry; we can never hope to do that. But by being a provider, we get to work with companies across many different industries and create value across the landscape.

Are there any important lessons you learned in building Applied Semantics that you are now applying to how you build your business and your company at Factual?

When you have a big vison, there are certain elements where there are long secular trends and things don’t change overnight. So at Applied Semantics, we pioneered contextual ads. For a couple years, our AdSense revenues were exactly zero because the supply partnerships just weren’t interested in this form of ads. The standard ways of doing things had been targeting on demographics. And then it started to work…we were patient. As it started to work, it felt like the large companies at the time – Google and Yahoo – had their eye on us, and it seemed like we had to get acquired and they were going to win. While it was exciting to get acquired by Google, I learned a tremendous amount. It was interesting to learn that it wasn’t the last opportunity to create an independent company in the space. Actually, several other companies launched after we were acquired and were very, very successful in contextual ads. So, actually when a trend emerges, there are going to be plenty of opportunities for many companies within that space for years to come. So I think that there are going to be tremendous opportunities to build great data companies for many, many years. And I will be committed to this new industry.


 

“I think that there are going to be tremendous opportunities to build great data companies for many, many years.

And I will be committed to this new industry.” – Gil Elbaz, Factual


 

Factual has three core costumer segments: enterprise, developers and mobile advertising. Can you describe Factual’s products that focus on mobile advertising?

We built this core data, and we found that there are use cases across several different categories, including mobile apps and enterprise. There are tremendous use cases for this type of data in the mobile advertising industry as well. What we did is we packaged the data in a way that makes it much easier to integrate and much more actionable for the mobile adtech ecosystem. So the key thing that we’ve done with location data is turn it into audience data. That’s much easier to act upon within this industry. We’ve also built software that a demand-side platform can run on premise. It allows us to continuously push the freshest and most relevant targeting or audience data. It also enables a DSP to acquire the data at blazingly fast speed, so it doesn’t negatively impact its own logic and internal processes. In our packaging of this data, we got very good feedback from across the industry for this type of model.

What are the sources of Factual’s data?

We’ve been building location data for seven years now. We’ve put a tremendous amount of engineering resource on it, and we have a number of partnerships that allow us to build the high quality data that we have. The partnerships come in many different varieties. So we have companies that come to us and push us highly accurate information about their businesses globally. So that is an example where the data is pushed to us. And there is one that is perhaps that key distributor of such location data. We benefit from people coming in and bringing data to us. We also have a write API that allows a developer to push data to us in real-time. We’re also very thankful for a great number of partnerships where companies want to push data, and ensure that any business that wants to be found will be found, because it gets pushed to us. We also have a tremendous number of technologies that are able to validate and verify information using a range of other sources and it helps us keep tabs on what is fresh and accurate.

There has been quite a bit of discussion regarding the quality of location data recently. What does Factual do to ensure data quality?

We put a huge amount of time into this. There is nothing more important to us than data quality. It’s in our name; it’s our goal to continuously raise the bar on quality, especially the data that we distribute. We’ve built a location validation stack that gives us quite a big edge when it comes to ensuring that the device location is representative of where people are, so that’s on the mobile device side. In terms of the core place data, I just discussed with you the tremendous work we do to bring in a variety of sources. We also have a lot of algorithms and machine learning technology that let us sort through millions of sources and automatically pick the best information and rank the best sources. If you don’t do it automatically, it turns out to be a very expensive manual process. We have made a lot of building automatic. If you have a hundred conflicting answers about, let’s say, what kind of food a restaurant serves, how do you automatically figure out the correct information? So this is where more than half of our engineers work.


 

“There seems to have been an inflection in the last 12 months, where advertisers are moving from geo-contextual or location-orientated – something that is experimental – to something that has been proven.” – Gil Elbaz, Factual


 

Are there any new emerging use cases for location data in mobile advertising?

There seems to have been an inflection in the last 12 months, where advertisers are moving from geo-contextual or location-orientated – something that is experimental – to something that has been proven. So there is definitely a transition from insignificant budget relying on this type of targeting to bigger budgets. We are learning all the time, all the different use cases and types of campaigns that can benefit from geo-contextual. There are many interesting ones, so being able to understand patterns of activity – such as people that hike or people that are looking to buy a car – and the types of learning that we can put on that, types of machine learning we can place above that data in order to build very high quality, very personalized, very accurate audience segments. It seems to be gaining a lot of traction.

The way that we would like to think about that is like this: location data generated from a consumer’s mobile device is becoming the most powerful set of contextual data, and marketers and brands can now paint a picture that is the actual consumer journey through out. You can start learning about behaviors, and you have the technology to really find out what it is this person truly does, where they go, and why they go there.

Yeah, I love how you phrase the geo-contextual consumer journey as a physical consumer journey.

Yeah, the consumer journey, the path to purchase. Consumers may start their journey with a retailer’s website, and then they check the price on Google. Maybe they go in-store, or maybe all of their shopping will be done online. But mobile data creates a physical map of what a consumer does on a day-to-day basis and that is powerful.

And that data has been underutilized. There are a lot of apps that collect location signal. But that signal was just a latitude and longitude. It’s a piece of information that doesn’t necessarily – without a layer above it providing context – give you the additional information you need to make real decisions.

Ok, now two personal questions. What was your first mobile phone?

It was that flip phone – the Motorola StarTec. At the time it was just an unbelievably advanced design. It just felt like an absolute leap frog over whatever brick came before it.
mobile advertising

 

It was so sleek…a very cool phone. And then second question, what’s your favorite mobile app at the moment?

I am in love with this vision that apps are going to be predictive, and they are going to know me even better than I know myself. And so we are going to see a ton of innovation there. But the app that stands out right now is Google Now. Google-logo-2015-G-iconIt leap frogs you in terms of guessing what you are going to or should be searching in the moment, and provides all sorts of useful information. For example, letting you know that you are going to be late to your flight because it figured out for itself where you are going, what airline, what flight, the path from where you are right now and then the traffic along the way.

Yes, I completely agree with you. Product people strive to create products that delight the costumer. Google Now is the app that most recently has created moments of surprise and delight for me and it proactively pushes me data that is useful and relevant.

Check out our other editions of Real-Time Banter featuring Amnet, MoPub, Cadreon and Rubicon.

 

The post Real-Time Banter: Adelphic Discusses Mobile Advertising Data with Factual appeared first on Adelphic.

Top 10 Mobile Advertising Campaigns of 2015

January 5, 2016 in Blog

Mobile AdvertisingIn 2015, Coca-Cola, Maytag and Toyota blazed the trail for big brands in mobile advertising with cutting-edge mobile advertising campaigns that advanced how to connect with consumers and build brand awareness via smartphones.

The most innovative uses of mobile advertising in 2015 engaged mobile users through rewarding experiences and interactive displays, signifying the importance in attracting consumers on their terms. The marketing industry has learned to tap into mobile for new forms of exciting campaigns which entice consumers to engage rather than interrupting their experiences.

Here are the top 10 mobile advertising campaigns of 2015, in alphabetical order.

Bacardi spikes millennial engagement with full-screen, immersive ads on Facebook
Rum brand Bacardi took to Facebook for its millennial-focused campaign by tapping into the social media platform’s immersive canvas advertising unit, opening up full-screen mobile viewing once users clicked on the ad.

The multi-channel campaign was aimed at adventure-seeking consumers and millennials through a new television ad as well as a social media-focused push, to better connect with the market. The problem of targeting to age-specific groups on mobile makes social media a vital for alcohol brands to leverage, especially as Facebook launched a series of new mobile-optimized ad platforms that center on keeping the attention of users’ with short spans.

Bacardi was the leading alcohol marketer to leverage Facebook’s immersive canvas content unit, which took campaigns and shared with ideal markets. The platform takes up the entire mobile screen after he or she clicks on the ad within the newsfeed.

Calvin Klein seduces Tinder users in brand’s latest jeans campaign
Calvin Klein launched its first-ever campaign on a dating app through Tinder, with a native advertisement that could have been trouble for the brand as it interrupted an experience users are accustomed to being ad free.

However, the unique ad campaign stood out to users as it took on a native characteristic and appealed to the ‘hookup nature’ of the dating app through its suggestive content. The underwear manufacturer rolled out the campaign for its fall 2015 line of Calvin Klein Jeans and shared a ‘sexy’ brand image to the seductive appeal of the Tinder app.

Many brands also took to Tinder due to the substantial amount of users and discussion surrounding the app, even though many experts were unsure of how these campaigns would fare, considering the space was not used for brand connection but for people-to-people connection.

Coca-Cola pops open beacons’ potential for more precise retargeting
Coca-Cola was one of many to leverage beacon technology and brought the innovation to movie theaters in Norway, targeting and retargeting mobile users, with 24 percent engaging to redeem a free soda.

The campaign was to gain insight on theater attendees so Coca-Cola could then attract them the following week with another deal for a free ticket to the same theater. Coca-Cola saw 60 percent of users click on the ad and 20 percent redeem the offer. The beverage giant worked with CAPA cinemas, Unacast and VG, Norway’s largest newspaper on the campaign and is working to further the program into Scandinavia and Europe in the future.

The campaign ran at one of CAPA’s largest movie theaters in Norway for almost eight weeks between May and June, with customers who opened the theater’s mobile app at the location receiving a beacon-enabled push notification informing users of a free Coke offer to be redeemed at the concession.

Coke Zero flows from TV to mobile in innovative trial campaign
Coca-Cola’s continued its mobile prowess through a campaign for Coke Zero that allowed users to engage with an interactive television ad as a bottle poured the beverage first on the bigger screen, then migrated to mobile user’s handheld screens and transformed into a coupon.

The innovation also included mobile-enabled interactions at stadiums, is part of Coca-Cola’s multiplatform push, which integrated with NCAA Men’s Final Four series in Indianapolis, IN. The brand labeled the campaign “drinkable advertising,” and was designed to encourage Coke Zero trials among college basketball fans in Indianapolis and at home.

The Coke Zero campaign aimed to further streamline traditional advertising elements into instant redemption opportunities. The unique campaign allowed users to directly interact with Coke Zero as well as receive a free product, hoping change the minds of consumers who thought they knew the beverage’s taste but actually do not.

Hard Rock boosts geotargeting with behavioral data to reach vacationers
Hard Rock Café drove location traffic up by 220 percent by tapping into behavioral data and geotargeting, exhibiting the effectiveness of these tactics for food and beverage retailers.

The restaurant chain aimed to increase visits and build promotion for its World Burger Tour, by leveraging a digital signal processor to drive return on investment through a series of geotargeted mobile ads. Hard Rock also tapped into consumer information through mobile to entice consumers more likely to dine out while on vacation and saw 234,000 retail visits from exposure to the ad.

The campaign shared rich mobile advertisements with users within a certain radius
of bricks-and-mortar locations through geo-fencing.

Maytag whirs up haptic video for one-day ESPN mobile takeover
Home appliance brand Maytag is spun a unique take on advertising with its one-day takeover of ESPN’s mobile site which embraced haptic technology for ads, syncing viewers’ devices with powerful moments in videos.

A series of brands have tapped into the new technology to grab the attention of consumers. Maytag aimed to provide consumers with a multi-sensory mobile experience to garner significant attention as well.

On November 16, ESPN fans who visited its mobile site were able to view the clip while experiencing physical movements felt by the Maytag Man in his factory experience. The comedic ad showcased factory workers assembling a host of the famous spokesmen instead of home appliances.

NY Times app readers get happy with Showtime’s takeover
Showtime drew up significant interaction with NY Times’ readers for its recent comedy Happyish when it took over the publication’s iPad app with banners and a mood reader to promote the series premiere.

For one day only, iPad readers were served banners and advertisements for the show with an interactive display in which users placed their thumb against and then showcased what type of state of mind the consumer is in. The results always ended with the answer of happy – happyish followed by an ad for the show and a link to view the full trailer.

The takeover was developed to draw up awareness for the series premiere in April, and targeted NY Times’ audience, as its readers are likely to overlap with Showtimes’ viewers. The series is an observational comedy that follows a husband and father after his birthday, struggling with a midlife crisis when a younger man becomes his boss.

Staples sequentially targets mobile users with 4X higher ROI
Staples drove four-times higher ROI with an interactive advertisement followed by direct response messaging compared to an ad by itself, in an attempt to gain insight on mobile advertising’s impact on sales.

The office supply retailer targeted small business owners with 83 percent media spend on mobile through a program with Carat. The first mobile ad shared a series of available products and deals through an interactive game and calculator, but it was the interactive message that followed which caused higher revenue.

Staples saw a 77 percent increase through the interactive message campaign compared to the ads without the message component.

Toyota builds ties with TV viewers via mobile-enabled interactive ad
Toyota was the first automaker to leverage interactive technology to allow television viewers to use a mobile device or their remote control, in an attempt to strengthen consumer bonds through multi-channel experiences.

The vehicle manufacturer used Delivery Agent’s ShopTV platform and included an interactive menu in a television spot for its 2015 Camry, with viewers using remote controls to browse the car’s features on screen or receiving info on mobile devices while they continue to watch. Results from Delivery Agents’ previous brand partnerships show that primary engagement of these campaigns live on mobile devices.

Viewers who decided to explore the Camry from mobile devices were able to enter their phone numbers on television devices from Samsung, LG and Roku to receive a text with a link. Users who clicked on the link were served an experience where they could build a Camry with the features they want and received a quote.

Why T-Mobile chose mobile streaming over television for Super Bowl ad
T-Mobile gambled on 2015’s Super Bowl as it rolled out the first original advertisement created for NBC’s mobile streaming app, with the thought that ads for live events on streaming platforms may open the door for a wide range of opportunity for marketers.

The mobile ad showcased actor and comedian Rob Riggle during the Super Bowl on NBC in the NBC Sports Live Extra tablet app and on the networks’ Web site. The advertisement innovation was prompted by research results from the Consumer Electronics Association, as the survey displayed that more than half of millennials prefer to view television programs on a device other than a TV.

The campaign was a big gamble for T-Mobile as the Super Bowl is known for the year’s best advertisements on television. The move shows that brands and marketers looking to stand out amgonst the competition should regard other platforms of communication to target fans while they watch a massive live event such as the Super Bowl.

View the full article at Mobile Marketer Daily. View our case study for the Hard Rock campaign here.

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Holiday Season Mobile Advertising Best Practices

December 7, 2015 in Blog

Mobile Advertising Best PracticesThanksgiving is behind us and the holiday shopping season is here. Your mobile campaigns need to be firing on all cylinders in order to make an impact on consumers. At the same time, increased bidding activity means more competitive programmatic auctions and scarcity of quality inventory.

As we prepare to welcome 2016, Adelphic account managers compiled their top holiday season mobile programmatic advertising best practices. Frontline, hands-on-keyboard mobile programmatic experts, their insights will take the guesswork out of campaign management in this ultra-competitive marketplace.

Adelphic’s Holiday Season Mobile Advertising Best Practices:

  • Bid Aggressively
    • Insight: Overall global clearing prices increased 16% from October to November.
    • Action: Increase max bids 25%-30% higher than usual to secure the best inventory.
  • Optimize for Scale: 
    • Insight: Nearly 30% of all platform ad orders are optimizing to goals which can restrict scale. While a smart strategy, Q4 competition makes the risks of underdelivery higher.
    • Action: Start campaigns (or switch existing campaigns) to an impression optimization goal, enabling you to bid on every available impression opportunity.
  • Broaden Targeting:
    • Insight: In Q4, customers stray from the brands they’re loyal to year-round and are open to change. According to Google data, more than half of respondents were open to buying from a new retailer for holiday purchases; 41% actually purchased from a new retailer.
    • Action: Keep your targeting parameters as wide and open as possible.
  • Prioritize Delivery:
    • Insight: Only 28% of Adelphic ad orders running in December have optimized their budgets to spend as quickly as possible. All others are opting to pace evenly throughout the day, creating greater exposure to market volatility.
    • Action: Switch ad order hourly budget to ASAP to ensure that ad orders deliver in full.
  • Master the Performance Matrix:
    • Insight: Performance campaigns are directly impacted by higher clearing prices, making target CPAs more difficult to obtain.
    • Action: Use Adelphic’s new Performance Matrix to efficiently adjust bid strategies across 9 different dimensions.
  • Build More Ad Sizes:
    • Insight: Failure to produce adequate creative assets is a top 10 choke point for mobile campaigns. 60% of all mobile programmatic ad slots are one of 3 ad sizes: 320×50, 300×250 and 728×90.
    • Action: Using 320×50 is strongly recommended, but adding different creative sizes to each campaign can still prove valuable.
  • Expand Frequency Caps:
    • Insight: Q4 has more ad noise than any other quarter. According to ComScore, 5.3 trillion display ad impressions were delivered in the U.S. throughout 2012, with Q4 seeing the most at 1.4 trillion – up 6% from the previous year.
    • Action: Consider employing a higher-than-typical frequency cap to ensure your message is received.

As always, clients are encouraged to reach out to their account managers with any additional questions. Adelphic wishes all of our clients a successful holiday season and a happy and healthy new year!

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Vertical Snapshot: Location Targeting Grows 360% Quarter-Over-Quarter for QSR Mobile Advertising

December 1, 2015 in Blog

Quick Service Restaurants (QSR) represent a considerable share of activity on the Adelphic platform, and these companies are often pioneers in the mobile ad tech space. Adelphic looked at 93 QSR mobile advertising campaigns across 19 advertisers from January to June 2015, and the results of these findings are in our first Vertical Snapshot, below.

qsr mobile advertising

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Real-Time Banter: Adelphic Talks Mobile Programmatic with Rubicon Project

November 9, 2015 in Blog

This edition of Real-Time Banter highlights a talk about mobile programmatic advertising with Joe Prusz, Head of Mobile at Rubicon Project. Joe was interviewed by Jennifer Lum, Chief Strategy Officer for Adelphic. 

mobile programmatic

Jennifer: What is Rubicon Project?

Joe: Rubicon Project is a global technology company leading the automation of advertising. Further, we’re the only independent marketplace to automate the entire advertising ecosystem across all inventory types, ad units and channels.

What is your role at Rubicon Project?

As Head of Mobile, I lead all activities for mobile from sales and accounts to product management, across both buyers and sellers. It’s busy, as it’s a very exciting time for us and the industry, and already mobile accounts for more than 20% of our revenue (up from zero three years ago).

How have Publishers’ view of programmatic changed over the past couple years?

Wow, how they have changed.

When it first started, programmatic advertising raised concerns that it might degrade yield and reduce control. And, in the beginning, those fears held back some of the more traditional publishers in the industry.

But, as the years went by and we proved that was not true, almost every major publisher started posting job listings for programmatic sales leads. The industry thereafter has propelled itself forward with programmatic leading the way, and that word is no longer synonymous with “unsold” or “remnant” inventory.

Today, leading publishers are using programmatic to help automate portions of their direct advertising channels.

What are the key differences in bidding on desktop inventory vs mobile inventory?

The first has to do with a lack of cookies in mobile, so the underlying infrastructure that helps bidders make intelligent bidding decisions doesn’t work.

As an exchange, we have to make sure that everyone is speaking the same language, which is more complex in mobile. The number of parameters in the bid packet on which to base a decision is dramatically greater in mobile, so — as an exchange — we have a lot more work to do to make sure we support our mobile DSPs effectively.

One thing that’s much more easily understood in desktop is the taxonomy of how accounts and sites are created. For example, with a publisher of ours like NBC, you have sites at the account level and you have properties broken out into the sites that we see online: NBC News, NBC Sports, and NBC Local, etc.

In mobile, you have different identifiers for apps that are all used differently. Some DSPs target off of app bundles, some target off of app identifiers or app store URLs, etc.

As an exchange, we have to make sure we support all of the different parameters that are targeted and that drive decisioning. However, some of these parameters must be used in parts of the OpenRTB spec. We made a decision to use app bundle as the main app identifier, whereas others have chosen app store URL. Regardless, all of the identifiers have to be understood in the exchange, so even something as simple as knowing how to identify an app can get complex.

On our side, the work that we have to do as a demand-side platform in bidding across multiple exchanges is to figure out how to decipher the way that each exchange has decided to structure and share data, sometimes coded in a proprietary manner, and then normalize that on our side so that we know that app bundle 123 from Rubicon Project equals app ABC on another exchange partner.

Yup, exactly. And when you go back just 18 months ago, we had 10 different versions of device IDs. And some were hashed while others were unhashed, so sometimes we would find that we were receiving a hashed ID and were rehashing it.

It was just a tremendous struggle until standards were created in the form of the Google ad ID and IDFA for iOS. Those two simple things solved a lot of problems in the industry. Even though these advertising IDs are privacy compliant, we still have some DSPs or publishers that require them to be hashed again. Those are all things that have made mobile more complex than anything we had to solve for in desktop.

Yes, the amount of fragmentation is quite challenging. How many DSPs are buying both desktop and mobile inventory on Rubicon Project’s platform?

Over 150.

What’s working well in mobile programmatic?

In addition to App Download advertisers (CPI) we’re seeing huge growth in brand advertisers and mobile video advertisers.


“The opportunity in Native is tremendously exciting for both buyers and sellers. We’ve all seen the stats on how native ads perform, and I call it a trifecta for the industry – a win, win, win.” – Joe Prusz, Rubicon Project


What are your biggest challenges?

This is mobile, so we have a lot of things we’re working to solve.

One of my biggest areas of focus is helping to grow Native Advertising in the real-time bidding (RTB) market, where our CTO Neal Richter co-authored the IAB spec for OpenRTB 2.3 for native ads.

The opportunity in Native is tremendously exciting for both buyers and sellers. We’ve all seen the stats on how native ads perform, and I call it a trifecta for the industry—a win, win, win.

First for the advertiser, higher CTRs, better performance than ads of a similar size, and therefore (second) better CPMs for the publisher or mobile app developer. Third — and most exciting — it’s a win for the consumer. It’s a much better ad experience, and — if we’re thinking about mobile and this really small real estate space — its a way to make sure that the app experience is as good as it can be, that the content and the advertising is well integrated.

I think we all understand how exciting an opportunity Native is, so the question is how do we drive dollars into it?

In our industry, we often see the ad networks tackle a new opportunity first. That works for the buyers because they’re off-loading that burden onto a third party as the new market evolves, and as the standards evolve. That’s a lot easier than taking every new opportunity in-house.

But as the market grows and — frankly, as we automate the processes around it — the interest and the excitement grows with all parties. For example, the creative aspect is going to be a challenge for many DSPs; they will struggle with how to actually support and host the many different native ad units. But for us, it isn’t really that complicated. So we’re going to work closely with DSPs to help them buy native supply at scale.

As an industry most people—whether you’re on the buy side or you’re on the supply side—are excited about the potential for native given that it’s the first format that really makes sense for mobile. Of course, we want things to happen immediately but we need to remember this is a work in progress and the work needs to start on the supply side, which Rubicon Project is helping to lead with publishers, to make inventory available for monetization.

In order for brands to reach consumers through these new and great ad units, and over time and as more and more inventory becomes available from a diverse set of publishers that helps us as a buy-side platform build the case for brands and marketers to invest in this scalable new format.

We’re really optimistic and excited for the potential of native.

Exactly, and I think that’s a point that you and Emily Del Greco (Adelphic VP of Sales) have made in the past year.

We have seen innovative apps in jump forward to push Native ad units, such as Pinterest, Polyvore, Tinder and more. But the brands are waiting for very premium content providers and media brands to jump in.

That’s great news for us, as Rubicon Project is home to the comScore 500. Sixty out of the top comScore 100 publishers are on the platform which will allow us to help them embrace Native which will — in turn — help bring brand dollars into the industry.

What percentage of Rubicon Project’s transaction volume will be on mobile inventory in 2015?

As a public company I can’t disclose that, but I can tell you that mobile is now over 20% of our company’s managed revenue. We’re expected to deliver over $200M in mobile MR in 2015.

In 2016, what do you expect the split between open exchange, private marketplace and automated guaranteed to be through Rubicon’s platform?

That’s too hard for me to predict in 2016! But I can tell you that mobile private marketplaces (automated direct orders — both guaranteed and non-guaranteed) are growing dramatically for us, and for the industry. It’s really exciting to watch the industry evolve!

Open auction is still hugely important in the mix, but direct orders more closely mimic how the majority of buyers deploy their budgets today.

What was your first mobile phone?

I’m pretty sure I convinced my mom I’d be safer if I had a Motorola StarTac in my pocket. Not to brag, but I think I was one the first kids in my high school to have a mobile phone. So, in retrospect, my career in Mobile was born at an early age.

mobile programmatic

A whole lot safer and a little bit cooler. My first mobile phone was also a StarTac and I loved it.

Somewhat related, my mom started taking fortran and cobol programming classes in Indiana at a technical institute back in the 80s and she would always come home with the latest gadgets. She came home one day with the first Panasonic mobile phone that was like a pack where you can like strap it on your back or put it on the minivan, and it was awesome.

That is very cool. That probably predated the Zack Morris phone.

This actually came out after that I think. We should get a date on this. The Zack Morris came out super, super early. [Editor’s Note: Zack Morris used the Motorola DynaTAC, which received approval from the U.S. FCC in September of 1983. Joe’s mom brought home the Panasonic Racal Vodafone, which came out approximately 1985.]

Last but not least – what is your favorite mobile app?

I can’t pick just one. So here it goes – Social Media: Instagram mobile programmatic (I have a young family and most of my friends do too, so keeping up on everyone through pictures without having to read rants is key); Utility: Uber (how did we ever travel before?) Adelphic mobile DSP; Music: toss-up between Spotify spotify-transparent and Pandora Pandora-5.0-for-iOS-app-icon-small (I leverage both for different reasons).

 

Check out the other editions of Real-Time Banter featuring Amnet, MoPub and Cadreon.

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