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Dave Morgan, CEO of Simulmedia, Visits Ukraine: A Vibrant Adtech Hub Amidst Turmoil

By
Pesach Lattin
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0

Ukraine, a country known for its rich adtech ecosystem, has continued to thrive despite ongoing conflicts and geopolitical challenges. Recently, Dave Morgan, the visionary CEO of Simulmedia, embarked on a journey to Ukraine, where he experienced firsthand the resilience, innovation, and unwavering spirit of the Ukrainian people. In this unique article, we delve into Morgan’s visit, exploring the thriving adtech industry in Ukraine and the incredible opportunities it presents.

Morgan’s arrival in Kyiv, the country’s bustling capital, shattered the perception propagated by mainstream media. Contrary to the sensationalized news reports, the city was alive with activity.Families strolled the streets, people gathered in cafes, restaurants, and bars, and professionals diligently worked in offices. The energy and vibrancy of Kyiv resembled that of major metropolises like New York City, dispelling any preconceived notions of a war-torn city.

Early morning wake-up run around Kyiv parks … spectacular city with super courageous people going about their lives under unbelievable circumstances. Honored to speak on a panel today at @DataArtKyiv to talk power of adtech development in Kyiv is back!!! TWITTER: https://twitter.com/davemorgannyc/status/1665624951934664704/photo/2

Acknowledging the reality of the ongoing conflict in Ukraine, Morgan highlighted the visible presence of soldiers and the necessary precautions, such as sandbags and barricades, in place to protect sensitive areas. However, the resilience of the Ukrainian people was evident as they carried on with their lives, undeterred by the adversity surrounding them. The renowned software developers, for which Ukraine is famous, continued to thrive, seamlessly adapting to remote work during the COVID-19 pandemic and now forging ahead in the face of war.

During his visit, Morgan participated in two noteworthy industry conferences that showcased the dynamic adtech landscape in Ukraine. The Interactive Advertising Bureau Ukraine’s event, “Adtech Discovering Ukraine,” and the Havas Village and IT Ukraine Association’s conference on “The Future of Adtech Technologies and Market Insights” were both overflowing with attendees. The engaging discussions and debates demonstrated the passion, courage, and determination of the Ukrainian people, who recognize that they are fighting not only for their own freedom but also for the greater cause of a free world.

Inspired by his experiences in Ukraine, Morgan emphasizes the urgent need for support beyond symbolic gestures. He calls on industry professionals to take tangible actions by forging partnerships, signing contracts, and making investments in Ukrainian businesses. Rather than mere rhetoric, it is through these concrete steps that the international community can contribute to Ukraine’s progress and prosperity.

To facilitate such collaborations, Morgan suggests joining trade associations like IAB Ukraine and IT Ukraine Association, which serve as bridges connecting individuals and organizations. These associations, with their exceptional leadership and critical missions, play instrumental roles in guiding industries and members through the challenges of war and toward a future marked by lasting peace and prosperity.

Morgan’s visit extended beyond Kyiv, as he embarked on a journey to Lviv, a captivating city in western Ukraine. Engaging in meetings and conversations, he immersed himself in the tech, talent, and opportunities that Lviv offers. The city’s unique charm and entrepreneurial spirit left a lasting impression on Morgan, reinforcing his belief in the immense potential that exists within Ukraine’s adtech industry.

Through his social media posts, Morgan invited others to join the cause of supporting Ukraine. He highlighted discussions on artificial intelligence, chatbots, and the Ukrainian startup ecosystem, emphasizing the pivotal role that business partnerships and investments can play in helping Ukraine win the “Freedom War” and foster a prosperous peace.

Dave Morgan’s visit to Ukraine shed light on a country often overshadowed by geopolitical conflicts. Despite the challenges it faces, Ukraine’s adtech industry continues to thrive, fueled by the determination, resilience, and innovation of its people. Morgan’s experiences and interactions serve as a call to action, urging industry professionals to move beyond symbolic gestures and actively contribute to Ukraine’s growth and development. By supporting Ukrainian businesses, forging partnerships, and investing in their future, the international community can play a significant role in Ukraine’s journey toward peace and prosperity.

The Future of TV Advertising: CTV’s Dominance and Innovation

By
Pesach Lattin
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0

The world of television advertising has undergone a significant transformation with the rise of Connected TV (CTV) and the convergence of digital and linear platforms. 

To explore the exciting innovations and trends in this space, industry experts Jenn Chen from Connatix, James Chanter from Finecast, and Ilana Wollin from Xandr took the stage at the recent Captivate conference.

We now delve into their insightful conversation to gain a deeper understanding of the advancements and challenges within the CTV landscape.

The Ever-Advancing CTV Space:
As the world of CTV continues to evolve and grow, there are a number of exciting innovations that have been witnessed by industry experts like James Chanter and Jenn Chen. One area that has seen significant advancements is the use of data and targeting. According to James, it is crucial to use data effectively in order to reach the right audience at the right time. This means that advertisers must have a deep understanding of their target audience and be able to use data to craft targeted campaigns that resonate with them.

Jenn, on the other hand, has highlighted the importance of peeling back the layers of the buyer-seller relationship. This involves optimizing the relationship between advertisers and publishers to ensure that both parties are able to achieve their goals. By working closely together and leveraging data to make informed decisions, advertisers and publishers can build strong, mutually beneficial relationships that drive success for everyone involved.

While these advancements in data utilization and optimization may not be as flashy as some of the other innovations in the CTV space, they hold great significance for the industry. By using data effectively and building strong relationships, advertisers and publishers can create more targeted, effective campaigns that drive results. This, in turn, will help to further fuel the growth and evolution of the CTV industry, creating exciting new opportunities for everyone involved.

Data-driven Targeting:
As the world of connected TV (CTV) continues to evolve and grow, industry experts like James Chanter and Jenn Chen have witnessed a number of exciting innovations that are shaping the future of advertising. Among the many advancements in this space, one area that has seen significant progress is the use of data and targeting.

According to James, data is the key to effective advertising in the CTV landscape. It is crucial for advertisers to have a deep understanding of their target audience and be able to use data to craft targeted campaigns that resonate with them. With so much data available, it is essential to use it effectively in order to reach the right audience at the right time. This requires a keen understanding of the data and the ability to analyze it in a way that provides actionable insights. By doing so, advertisers can create campaigns that are more effective, more targeted, and ultimately more successful.

Jenn has highlighted the importance of peeling back the layers of the buyer-seller relationship. This involves optimizing the relationship between advertisers and publishers to ensure that both parties are able to achieve their goals. By working closely together and leveraging data to make informed decisions, advertisers and publishers can build strong, mutually beneficial relationships that drive success for everyone involved.

This deeper understanding of the buyer-seller relationship is essential in the CTV landscape, where the relationship between advertisers and publishers is critical. By building strong relationships, advertisers can gain access to premium inventory, while publishers can monetize their content more effectively. This, in turn, leads to a more efficient marketplace that benefits everyone.

While these advancements in data utilization and optimization may not be as flashy as some of the other innovations in the CTV space, they hold great significance for the industry. By using data effectively and building strong relationships, advertisers and publishers can create more targeted, effective campaigns that drive results. This, in turn, will help to further fuel the growth and evolution of the CTV industry, creating exciting new opportunities for everyone involved.

As the CTV landscape continues to evolve, it is clear that data and relationships will play an increasingly important role. By staying on top of these trends and leveraging them effectively, advertisers and publishers can create campaigns that resonate with their target audience and drive success in the ever-changing world of connected TV.

Emerging Innovations:
Ilana Wollin, a prominent voice in the advertising industry, recently shared her thoughts on emerging innovations in the connected TV (CTV) space. While data-driven targeting has been a game-changer for advertisers, Wollin shed light on some new technologies that are gaining momentum and could revolutionize the way we approach advertising. These innovations include QR codes, interactive ad units, and content recognition technologies like Automatic Content Recognition (ACR).

One of the key advantages of these technologies is their ability to allow for contextually targeted ads. This means that advertisers can reach specific audiences within brand-safe and premium content, ensuring that their message is delivered to the right people in the right environment. This is particularly important in the CTV space, where viewers are often consuming content on a larger screen and in a more relaxed setting, making it a prime opportunity for advertisers to connect with their target audience.

QR codes have been around for a while, but they have recently started gaining traction in the CTV space. By scanning a QR code on the TV screen, viewers can be directed to a specific landing page, allowing advertisers to measure the effectiveness of their campaigns and gather valuable data on user behavior.

Interactive ad units are another exciting innovation that is becoming increasingly popular. These ads allow viewers to engage with the content directly, providing a more immersive experience that is more likely to be remembered. This type of advertising is particularly effective for brands that want to create a strong emotional connection with their audience.

Finally, content recognition technologies like ACR are enabling advertisers to deliver contextually relevant ads based on the content being watched. This means that ads can be tailored to the specific interests and preferences of the viewer, increasing the chances of engagement and conversion.

Content Adjacency and Measurement:
The conversation shifted to the topic of content adjacency and the different perspectives within the industry. Jenn mentioned two opposing camps—one focused on validating publisher content for adjacency and the other aiming for a closed ecosystem that provides measurement across all platforms. James added that the lack of standardization and the complexities of the CTV distribution model make it challenging to merge these two camps. Achieving consensus on the ideal approach remains a work in progress.
Ilana stressed the importance of adopting an audience-centric approach regardless of the platform or content being consumed. With the dynamic nature of content consumption today, where viewers switch between apps and shows, she advocated for prioritizing audience targeting over strict content adjacency requirements. While maintaining brand safety and quality, Ilana argued that reaching consumers at any time they engage with television or movie content should be the focus.

The Trust Factor:
During the course of the conversation, the topic of trust emerged as a central theme. James, one of the speakers, highlighted the importance of trust when it comes to data sources and the value of having reliable partners in the industry. Given the varying perspectives and approaches to data usage and measurement, building trust between stakeholders becomes an essential element for establishing a cohesive and effective CTV ecosystem. Without trust, it would be difficult to create a unified vision and strategy for the industry, which could ultimately hinder progress and innovation. Therefore, it is critical for all parties involved to prioritize building trust and fostering strong relationships with one another. This can be achieved through transparency, open communication, and a willingness to collaborate and work towards common goals. By doing so, a more trustworthy and sustainable CTV ecosystem can be established, benefitting all stakeholders involved.

The Road Ahead:
The experts acknowledged that the CTV landscape is still evolving. Although there are ongoing advancements in data utilization and targeting, achieving a single, unified approach to content adjacency and measurement remains challenging. However, the industry is actively working towards a more audience-centric approach, embracing innovative technologies such as QR codes, interactive ad units, and content recognition. With the continued collaboration and trust-building among stakeholders, the era of CTV innovation holds great promise for advertisers and viewers alike.

As the television advertising landscape continues to transform, the convergence of digital and linear platforms through CTV presents an exciting opportunity for advertisers to engage with audiences more effectively. 

The Battle for Gamers’ Attention: Exploring the Growth of Advertising in Video Games

By
Pesach Lattin
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0

In recent years, the gaming industry has witnessed a significant growth in advertising as brands recognize the immense potential of reaching a captive audience within the gaming ecosystem. From programmatic in-game ads to immersive brand integrations, marketers are vying for gamers’ attention and competing for a share of the gaming advertising budget. This article delves into the nuances of video game advertising, exploring the different types of ads, their impact on gamers, and the evolving landscape of advertising in video games.
When we think of video game advertising, virtual billboards within game worlds often come to mind. However, the scope of advertising opportunities in video games goes beyond simple billboards. Intrinsic in-game ads encompass branded assets and environments, such as Gatorade coolers on the sidelines of basketball games or Balenciaga’s branded experiences in Fortnite. These ads can be static or dynamic, with static placements hardcoded into the game and dynamic ones that can be customized or updated.

Apart from ads within the game world, there are ads encountered outside the gameplay itself. Around-the-game ads include display ads in start or pause menus, interstitial pre-roll, and mid-roll video formats. While interstitial ads may disrupt immersion, rewarded ads, such as rewarded videos, are highly popular among gamers. These ads provide in-game rewards, such as power-ups or extra lives, in exchange for watching an ad. Gamers prefer opt-in rewarded ads over mandatory ones, leading to increased engagement and impressions.

To tap into the gaming community, brands are venturing beyond the game itself. Esports sponsorships, influencer marketing, and advertising on streaming platforms, podcasts, and social media offer additional avenues to reach gamers. However, it is essential for brands to respect gamers’ spaces and be mindful of their passion for gaming when implementing influencer marketing strategies.
While the concept of the metaverse is still emerging, video games have long provided immersive experiences akin to the metaverse. In these virtual worlds, brands have the opportunity to integrate seamlessly into the gameplay, enhancing the overall gaming experience.

However, such integrations require careful planning, ongoing development, and updates, making scaling a challenge.
Programmatic in-game ad infrastructure is still in its nascent stage, and most ad placements are currently sold via private marketplace deals. Dynamic in-game ads are on the rise but remain a small portion of the video game ad market. Concerns over brand safety and the perception of violent video games often hinder brands from embracing programmatic video game advertising fully. However, the market is evolving, and brands are gradually exploring new opportunities.

In addition to advertising, video games generate revenue through in-app microtransactions and the sale of virtual goods. Microtransactions, commonly found in mobile, console, and PC games, provide players with alternate outfits, playable maps, or in-game equipment. Advergames, explicitly designed to promote a brand, have also gained popularity, offering engaging experiences tailored to the brand’s messaging.

Intrinsic advertising, despite its association with game immersion, has been found to be less intrusive and better received by players. Companies specializing in intrinsic advertising are working to make programmatic ads as seamless and natural as brand integrations in the game. By incorporating ads organically into the game’s narrative, environment, or gameplay mechanics, advertisers can strike a balance between monetization and preserving the immersive gaming experience.

The impact of advertising on gamers can vary. Some gamers readily accept and even appreciate well-integrated ads that enhance the realism of game worlds or provide in-game benefits. They see ads as a way to support game developers and enjoy free or lower-cost gaming experiences. Additionally, ads can add an extra layer of authenticity to sports games by featuring real-world brands and sponsors.

On the other hand, some gamers are more skeptical of advertising in games. They express concerns about intrusive ads disrupting immersion, interrupting gameplay, or compromising the artistic integrity of the game. Gamers are particularly sensitive to ads that feel forced, irrelevant, or overly frequent. Advertisers must tread carefully to ensure their ads are respectful of the gaming experience and provide value to gamers.

As advertising in video games evolves, ethical considerations regarding privacy, data collection, and targeting become increasingly important. Advertisers must prioritize transparent practices and obtain appropriate user consent when collecting and utilizing gamer data for targeted ads. Striking a balance between effective targeting and respect for privacy is crucial to maintaining trust and fostering a positive relationship between advertisers and gamers.

Looking ahead, the future of video game advertising holds exciting prospects. As technology advances, virtual reality (VR) and augmented reality (AR) gaming experiences open up new frontiers for advertising. Brands can immerse gamers in interactive and highly personalized ad experiences, creating deeper connections and engagement.

The metaverse, a shared virtual space where users interact with each other and digital content, is also set to revolutionize video game advertising. Brands can establish a presence in the metaverse, integrating their products, services, and experiences seamlessly into the virtual world. This presents an opportunity for immersive and meaningful brand interactions within gaming environments.

Furthermore, the continued growth of esports and live streaming platforms offers brands new avenues for advertising and sponsorships. As competitive gaming gains mainstream popularity, marketers can tap into the vast esports audience and connect with gamers through partnerships, branded tournaments, and influencer collaborations.

The Unraveling of a Vision: ANA and PwC’s Quest for Transparency in Programmatic Advertising

By
Pesach Lattin
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0

In December 2021, a ray of hope shone upon the programmatic media-buying landscape as the Association of National Advertisers (ANA) joined forces with PricewaterhouseCoopers (PwC). Together, they embarked on a groundbreaking partnership with the aim of bringing transparency to an industry notorious for its convoluted practices. However, after 18 months of efforts, the partnership has come to an unexpected end, leaving behind questions and frustrations.

Programmatic advertising, with its complex web of intermediaries and undisclosed fees, has long been a puzzle wrapped in opacity. The ANA’s decision to initiate an audit, in collaboration with PwC, was a courageous step towards unraveling this enigma. The goal was to shed light on the true allocation of ad dollars and ascertain whether advertisers were receiving fraud-free, brand-safe, and viewable impressions. It was a noble vision shared by industry insiders, advertisers, and consumers alike, who yearned for a more transparent and efficient advertising ecosystem.

Yet, as with any ambitious endeavor, challenges emerged from the outset. The ANA’s U.K. counterpart, ISBA, had previously attempted a similar audit, but its limited scope and logistical difficulties left room for improvement. The ANA and PwC sought to learn from these past experiences and create a comprehensive study that would resonate with the entire industry. However, even the conceptual framework of the audit faced resistance from flagship advertisers.

Key stakeholders, including Diageo, Procter & Gamble (P&G), and Unilever, expressed their dissatisfaction with the proposed audit methodologies. These advertisers, who consulted with expert ad tech partners, found fault with the ANA and PwC’s attempt to emulate the ISBA’s “unknown delta” study. They believed that the audit fell short of addressing the fundamental issue of understanding the mounting ad tech costs. Furthermore, they questioned the representativeness of ISBA’s study, which focused on a fraction of the market.

The complexities of programmatic advertising were further exacerbated by binding contractual terms between major players in the industry. These agreements hindered the direct sharing of crucial log-level data, a vital component of the proposed audit methodology. Legal constraints between demand-side platforms (DSPs), supply-side platforms (SSPs), and publishers created obstacles that impeded the access to comprehensive data. The auditors’ vision of synchronizing impression-by-impression logs across the entire ecosystem seemed increasingly elusive.

The programmatic advertising landscape is characterized by a dizzying array of ad tech vendors and intermediaries, each adding a layer of complexity. These vendors work with external entities, creating a chain that can extend over 20 layers. At each stage, there are fees, known as “take-rates,” which are challenging to identify and verify accurately due to the sheer number of transactions and players involved. The auditors faced the monumental task of untangling this intricate web of transactions and discrepancies.

Even beyond the methodological challenges, the audit faced internal conflicts and frictions. PwC’s role as both the financial auditor of The Trade Desk, a major programmatic bidder, and the overseeing party of the audit raised concerns about potential conflicts of interest. Furthermore, the PwC team that had conducted the previous programmatic audit in the U.K. had disbanded, and the new team faced a steep learning curve, adding additional strain to the already complex project.

After months of grappling with these challenges, the ANA and PwC announced the dissolution of their partnership. The decision was reached amicably, recognizing the formidable obstacles that stood in the way of achieving their shared vision of transparency in programmatic advertising. Both organizations expressed their commitment to exploring alternative approaches to address the pervasive issues of fraud, brand safety, and ad transparency in the industry.

The ANA and PwC’s partnership, once heralded as a beacon of hope for transparency in programmatic advertising, ultimately fell short of its ambitious goals. The complexity of the landscape, coupled with methodological disagreements, legal hurdles, and conflicting interests, proved too daunting to overcome. However, the dissolution of this partnership should not be viewed as the end of the quest for transparency. It serves as a reminder of the immense challenges that lie ahead and calls for renewed collaboration and innovation to achieve a more transparent and accountable programmatic advertising ecosystem.

Impact.com’s Playbook for Affiliate Marketing Dominance in 202

By
Pesach Lattin
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0

In the fast-paced world of digital marketing, the winds of change are blowing stronger than ever, and one trend that’s been catching everyone’s attention is the unstoppable rise of affiliate marketing. To shed light on this phenomenon, we had the pleasure of chatting with the brilliant Max Ciccotosto, the Chief Product Officer of impact.com, the go-to platform for affiliate marketing. 

With his finger on the pulse of the industry, Max shared some enlightening insights on how brands can stay ahead of the game in 2023. He emphasized the importance of optimizing affiliate marketing channels and skillfully navigating the convergence of affiliate and influencer marketing. It’s a dynamic dance of strategy and innovation that requires brands to tap into the power of both these worlds, leveraging the trust and reach of influential individuals while harnessing the performance-driven nature of affiliate marketing.

So, in this exciting era of possibilities, let us embrace the synergistic marriage of affiliate and influencer marketing and prepare to witness a new era of marketing brilliance. The future is here, and the opportunities are limitless for those who dare to adapt and conquer the ever-evolving landscape of affiliate marketing.

How do you optimize the affiliate channel and do more with it?

It’s important that brands start with the basics. Before they start optimizing their affiliate channel, they need to understand what their goals are. Only then can they start aligning those goals with a solid optimization strategy.

Let’s say you’re optimizing for growth. If you want to grow your user base, you’ll probably want to increase the number of partners that drive new users (we refer to them as introducers) or incentivize lower-funnel partners to give you more exposure to new consumers.

On the other hand, if you are looking at improving your ROAS, you will need to take a different approach, for instance considering different payment rates. This may lead to a drop in top-line revenue growth while these partnerships are established and new customers are acquired.

If the goals are different, the metrics for optimizing the affiliate channel will be different as well. For instance, for one brand, optimization could mean achieving higher ROI. But for another brand, it might refer to optimizing against cost, or even the incrementality of the channel, so you’re only paying for incremental lift.

Once you have those metrics in place, you need to look at your data. Data is the key to understanding what’s going on in your business, and you need to have multiple lenses to answer questions such as: how much traffic are these affiliates and other partnership types bringing in? Are they introducing new customers? Are they closing or do they get stuck in the conversion funnel? Are they consistently in one place or another?

An additional step I see many brands forgetting is to actually speak to their partners, cover their goals, be open with the metrics and analytics they are seeing from their data, and ask whether changes can be made to re-align with their priorities. All-too often, I see one-sided decisions that might help in the short term, but damage relationships in the mid-long term. We call them partnerships for a reason.

You mention brands needing ‘multiple lenses’ into their business – what do you mean by that?

Brands often use one attribution model. There are pros and cons to any model, but by looking at any one in isolation, you are getting a single-lens view.

The issue with this approach is that you are not getting a complete picture of your potential customers. I have always liked to compare and contrast different models to get a better understanding of how different partners contribute to the totality of the program. Some models will highlight partners that are disproportionately represented by first-touch attribution, other models will focus on the value of closer partners, or those that assist a sale. In reality, all partners contribute differently; so some might drive higher AOV, while some might drive a higher conversion rate. It’s important to be able to attribute their value accurately and align these values with the compensation they should receive.

So in other words, delving into the analytics of your flow of traffic – but also layering in attribution – will help you understand your affiliate channel’s performance, as well as the kind of compensation they should be receiving in return – or whether you need to invest elsewhere. The better the visibility, the more adjustments you can make.

So this layering helps you build a bigger picture of your affiliate campaigns?

Yes. Armed with that data, you can make smarter investment decisions and decide whether to opt for more placements or sponsorships, or whether you need to invest less in a specific partner. Using the right tools, you can make these adjustments weekly, monthly, or quarterly – although the longer you measure the campaign, the better the overall picture of performance.

I have always stressed that the priority should be the health of the entire program as a whole and not necessarily over-optimizing specific partners because of a specific dogmatic point of view. It’s a bit like a team sport – you want the team to win, and so you focus on maximizing each player’s strength.

There’s been a lot of talk around affiliate and influencer marketing merging to form a powerhouse in 2023. Do you see this at impact.com?

Definitely. It’s so important for brands to prove that their partnership channels do, in fact, generate revenue; otherwise how else are they going to optimize their strategies properly or know where to invest?

The rise of influencers and creators in the affiliate channel has accelerated the growth in affiliate programs, with total industry spend in the USA reaching $9.1 billion in 2021, and interest in the channel rising by more than 264% in 2022. Platforms such as TikTok, Instagram and YouTube are helping to facilitate the expansion of influencer marketing efforts, especially since 2020, when the pandemic drove a 12.3% increase in active social media users. Fast forward to 2023 and the global affiliate marketing industry is set to grow to approximately $14.3 billion in 2023 (and $15.7 billion by 2024).

By merging their existing partnership channels with affiliate, brands will be able to get a clearer picture of performance – what’s working, what’s not, and what can be improved.

Through this intertwining of the channels in 2023, affiliate teams will start to take on a larger role within the ecosystem of a brand as they grow into extended partnership teams. By leveraging their teams in this way – and expanding their partnership programs – brands will find it easier to reach new customers across the funnel – from interest and awareness right through to sales, sign-ups and subscriptions.

Can Connected TV (CTV) Outgrow Its Issues and Reach Its Full Potential?

By
Pesach Lattin
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0

Connected TV (CTV) advertising is like a brilliant but slightly flawed diamond in the rough. It has immense potential, but it’s grappling with challenges that need to be polished away. Issues like measurement standards, fraud, and disjointed integration with other channels hinder its growth. Advertisers are demanding more direct connections, better protection, and seamless integration within the omnichannel landscape. Despite these hurdles, CTV’s trajectory is promising. As the industry addresses these challenges and refines its approach, CTV has the potential to shine as a dominant force in advertising, captivating audiences with targeted, engaging, and measurable campaigns across the connected TV ecosystem. It just needs a little more TLC to reach its dazzling full potential.

The rise of connected TV (CTV) as a popular viewing platform has brought significant attention to its advertising potential. However, despite the hype surrounding CTV, the industry is still grappling with several issues that hinder its growth and maturity. In this in-depth article, we will examine the key challenges faced by CTV advertising and explore the potential solutions that could reshape the marketing technology landscape over the next few years.

Measurement Challenges and the Need for Direct Connections:

One of the primary obstacles that CTV advertising must overcome is the lack of comprehensive measurement standards. While advertisers recognize the digital power of CTV as a marketing channel, the market has yet to deliver the transparency, precision, and audience data needed for effective optimization at scale. The current landscape is plagued by opaque reselling practices, fraud, and inventory confusion, with CTV ad fraud schemes increasing by 70% between 2020 and 2021, resulting in an estimated $140 million loss.

To address these challenges, advertisers are increasingly seeking more direct means of buying CTV inventory, reducing the number of intermediaries and establishing transparent relationships with publishers. This trend is evident in the growth of upfront CTV ad buying, which is expected to exceed $6 billion this year, accounting for a significant portion of total CTV video ad spending. However, it is crucial to note that this surge in upfront spending is a reaction to the current limitations within the CTV space, and advertisers will likely pivot towards more targeted and nimble buying approaches as CTV data becomes more precise and actionable.

CTV’s Place in the Omnichannel Equation:

Another critical factor shaping the future of CTV advertising is its integration within the larger omnichannel ecosystem. Advertisers expect CTV to seamlessly integrate with their digital and mobile channels, providing a holistic view of their marketing efforts. Currently, CTV operates in silos, disconnected from the broader digital planning, buying, measurement, and attribution cycle. To reach true maturity, CTV must demonstrate its ability to integrate with other channels effectively.

Advertisers are increasingly looking for opportunities to buy CTV inventory in a way that considers their efforts across various digital channels while maintaining a direct connection with publishers. The future of CTV buying will be integrated and direct, enabling advertisers to maximize ROI while ensuring a cohesive advertising strategy across platforms.

CTV’s Growth and the Need for Enhanced Protection:

As CTV advertising continues to grow, it also becomes a prime target for fraud. Advertisers are projected to spend nearly $24 billion on CTV advertising this year, presenting ample opportunities for fraudsters to exploit. CTV ad fraud involves deceptive tactics that inflate video ad impressions, costing advertisers significant amounts of money. In 2022, bot fraud on CTV surged by 69%, and the number of CTV fraud schemes detected has tripled since 2020.

To combat fraud and ensure campaign efficacy, constant protection and verification are crucial. DoubleVerify’srecent Global Insights Report highlights the need for continuous protection to tackle quality issues and emphasizes the importance of attention-based metrics. The report found that unprotected advertisers experienced a fraud rate of 11.2%, compared to just 0.6% for protected campaigns, demonstrating the significant risk for advertisers operating without proper verification measures.

Attention-based metrics are also gaining traction as advertisers seek to optimize campaign performance and enhance ROI. DV’s Authentic Attention® measurement provides impression-level insights that go beyond mere viewability, allowing advertisers to understand the impact and resonance of their ads while benchmarking against industry standards. Attention metrics provide valuable data for evaluating performance and informing future advertising strategies.

Why CTV Will Never Go Open Exchange:

While programmatic buying has become the norm in digital advertising, the transition to a fully open and automated buying landscape for CTV is not inevitable. Unlike digital advertising, CTV inventory is limited and concentrated within a few major publishers, making direct sales channels more favorable for both publishers and advertisers. Streaming networks are increasingly moving away from programmatic platforms to maintain control over their premium content and ensure a positive viewer experience.

The scarcity of premium CTV inventory means that advertisers often prefer direct relationships to secure inventory at scale, rather than relying on exchanges that limit the available inventory. Additionally, direct relationships allow for more integrated ad experiences, particularly with larger CTV players. The shift towards direct buying channels aligns with the preferences of publishers and advertisers, ensuring transparency, control, and the preservation of the audience viewing experience.

Connected TV (CTV) advertising holds immense potential, but it still faces significant challenges that must be addressed for the channel to reach its full maturity and value. Measurement transparency, direct connections, and protection against fraud are crucial areas that require improvement to instill confidence in advertisers and maximize the effectiveness of CTV campaigns.

Furthermore, integrating CTV within the larger omnichannel ecosystem will be essential to provide advertisers with a comprehensive view of their marketing efforts. As CTV continues to grow, the marketing technology landscape will evolve to prioritize solutions that offer better measurement, seamless integration, and minimizing steps between CTV publishers and advertisers.

While there are hurdles to overcome, the trajectory of CTV advertising is promising. As the industry addresses the current challenges and implements solutions, CTV has the potential to become a dominant force in the advertising landscape, offering targeted, engaging, and measurable campaigns that captivate audiences across the connected TV ecosystem.

Advertising on Aisle 5: Walmart’s Secret Weapon

By
Pesach Lattin
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0

In the fiercely competitive retail landscape, the emergence of media network platforms has become a prominent trend, with giants like Walmart and Target expanding their reach through innovative advertising strategies. These platforms, known as Retail Media Networks (RMNs), are revolutionizing the way retailers and suppliers connect with consumers, leveraging data-driven insights to deliver personalized marketing solutions. Walmart’s advertising division, Walmart Connect, is at the forefront of this transformative shift, experiencing substantial growth and positioning itself as a major player in the advertising industry. This article delves into the rise of Walmart’s extensive ad business and the significance of RMNs in the evolving retail landscape.

The Rise of Retail Media Networks:

A white paper published by researchers at the Sam M. Walton College of Business at the University of Arkansas sheds light on the increasing prevalence of Retail Media Networks. These networks enable retailers to leverage their assets, both offline and online, to reach customers effectively and provide personalized marketing solutions tailored to their needs. By utilizing their proprietary data and sharing it with suppliers, retailers create opportunities for targeted advertising across various channels. The study reveals that approximately 600 retailers, including Walmart Connect, Walgreens Ad Network, Target’s Roundel, Lowe’s One Roof Media, and Sam’s MAP, currently offer media networks to suppliers.

The Retail Media Network market is projected to surpass $50 billion in global revenue next year, with forecasts predicting a 25% annual growth rate leading to $100 billion by 2026. This rapid expansion is expected to account for 25% of total digital marketing spending by 2026, as stated in a report by the Boston Consulting Group. Retailers are embracing RMNs as they provide additional revenue streams that help offset the industry’s compressed margins. Furthermore, these networks deepen the connection between retailers and customers, enabling strategic and personalized engagement regardless of the shopping channel. The Boston Consulting Group emphasizes that being an early adopter in this space will yield significant rewards due to the evolving expectations and actions of customers.

Walmart Connect’s Meteoric Rise:

Walmart re-launched Walmart Connect in January 2021, with the ambitious goal of becoming one of the top 10 advertising platforms in the United States within five years. Rich Lehrfeld, the general manager for Walmart Connect, recently shared that the company’s U.S. digital ad revenue growth is expected to outpace Google, Meta (formerly Facebook), and even Amazon this year. Walmart Connect underwent an upgrade in mid-2022, enhancing search relevancy and transitioning to a second-price auction model where the highest bidder wins but only pays 1 cent more than the second-highest bidder. These updates resulted in a remarkable 41% growth in the Connect business during the fourth quarter of 2022, pushing ad revenue to a staggering $2.7 billion for the year. Additionally, Walmart grew its U.S. advertiser base by a remarkable 136% year-over-year.

To maximize its advertising capabilities, Walmart has built multiple media connectivity through strategic partnerships with platforms such as TikTok, Snapchat, and Roku. By offering advertisers various avenues to reach customers wherever they are on the internet, Walmart is catering to the evolving preferences of marketers. Moreover, Walmart capitalizes on its 4,700 U.S. store locations for in-store marketing, recognizing that brick-and-mortar sales still constitute a significant portion of overall revenue. The company is continually developing new experiences, such as demos, events, in-store screens, and interactive ways to engage with consumers in a customer-centric manner. Walmart emphasizes that retail media provides a brand-safe environment for advertisers, alleviating concerns about ad placement and data collection.

While the advantages of Retail Media Networks are evident for retailers, suppliers also reap numerous benefits from participating in these networks. By collaborating with retailers like Walmart through RMNs, suppliers gain access to valuable customer insights and data that enable them to make informed marketing decisions. This data-driven approach allows suppliers to target specific consumer segments, optimize their advertising campaigns, and maximize their return on investment.

Through RMNs, suppliers can increase their brand visibility and reach a wider audience. By leveraging the extensive customer base of retailers like Walmart, suppliers can showcase their products to millions of potential customers, driving brand awareness and consideration. The personalized nature of RMNs ensures that suppliers’ ads are delivered to relevant consumers, increasing the likelihood of conversions and sales.

Additionally, RMNs provide suppliers with valuable analytics and reporting tools to measure the effectiveness of their campaigns. They can track key metrics such as impressions, clicks, conversions, and return on ad spend, allowing them to refine their strategies and optimize their advertising efforts in real-time. This data-driven approach empowers suppliers to make data-backed decisions and allocate their marketing budgets more efficiently.

Moreover, participating in RMNs enables suppliers to forge stronger partnerships with retailers. By collaborating closely with retailers through these networks, suppliers can gain a deeper understanding of consumer preferences, market trends, and emerging opportunities. This collaboration fosters a mutually beneficial relationship, where suppliers can align their product offerings with retailers’ objectives and tailor their marketing messages to resonate with the target audience.

The exponential growth of Walmart’s advertising business and the increasing prominence of Retail Media Networks highlight the evolving landscape of retail marketing. As consumers continue to expect personalized experiences and targeted advertisements, RMNs play a pivotal role in bridging the gap between retailers, suppliers, and customers. Walmart Connect’s meteoric rise and ambitious goals demonstrate the transformative power of RMNs in driving revenue, enhancing customer engagement, and providing valuable marketing opportunities for suppliers. With the continued growth and potential of RMNs, retailers and suppliers alike stand to benefit from this data-driven approach to advertising in the dynamic and competitive retail industry.

HyphaMetrics Revolutionizes Media Measurement with UNIe: A Complete Understanding of Cross-Platform Consumption<

By
Adotat Staff
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In an era of fragmented media landscapes and siloed data, HyphaMetrics, an independent media measurement company, is making waves with its groundbreaking UNIe (Unified Neuromedia Identification Engine) system. UNIe utilizes artificial intelligence and machine learning to capture the complete TV omnichannel experience in real-time, providing a holistic understanding of media consumption. Recently issued a U.S. patent for its innovative cross-platform measurement system, HyphaMetrics is transforming the way advertisers, content creators, and marketers measure and analyze media performance.

Joanna Drews: A Visionary Leader at the Helm

At the forefront of HyphaMetrics is Joanna Drews, the co-founder and CEO, who brings a wealth of experience in product management and research. With a background as the former director of product management/emerging assets at Comscore, Inc. and a partner at WPP/GroupM’s industry-leading research practice, Drews is a seasoned expert in the field. As the measurement working group co-chair for AdLedger and client advisory board member for Captify, she is well-versed in the challenges and opportunities of the media measurement landscape.

Drews envisions a future where media measurement transcends the limitations of walled gardens and disparate silos. She believes in the power of UNIe to provide a true cross-platform, single-source metric, stating, “We’re able to measure across all the walled gardens, across all the various silos. What that produces is a true cross-platform single-source metric.”

UNIe: Capturing the Full Spectrum of Media Consumption

UNIe stands as a testament to HyphaMetrics’ commitment to comprehensive measurement. Leveraging proprietary and patented software, UNIe captures every facet of the TV cross-media experience, including all content, advertising, product placement, and brand sponsorship. With a limitless approach that covers premium and user-generated content, gaming, CTV programming, linear, OTA, on-demand, and more, UNIe ensures no aspect of media consumption goes unnoticed.

The intricate layers of algorithms in UNIe passively measure the user journey, analyzing the source, platform, program, and content. By understanding how media appears on the screen and tracing its origin, UNIe provides immediate insights into the media viewed, including the platform and source. The system’s adaptability enables it to cater to different viewing scenarios and ensure 100% definitive data collection, regardless of the source or device.

One of the key advantages of UNIe lies in its ability to deliver clear and consistent messaging across all channels. By understanding how individuals navigate the multi-faceted video viewing environment, UNIe equips stakeholders with the data necessary to accurately value and distribute their messaging. Drews emphasizes the importance of this understanding, stating, “Doing so is impossible without a clear understanding of how individuals navigate the entirety of today’s fluid movement of video across screens, platforms, and devices.”

The shift from single-channel to omnichannel marketing has significant implications for customer retention and targeted interactions. Drews highlights the seamless experience that cross-media marketing provides, ensuring the delivery of relevant messages in the right place at the right time. By integrating diverse channels and reporting across walled gardens, marketers can cater to diverse preferences and enhance user experiences.

The Power of Unified Data

Storing data in a centralized location offers numerous advantages over traditional data silos. By unifying historically fragmented spheres of measurement, HyphaMetrics’ matchkey enables the integration of disparate data sources, creating a holistic reflection of human behaviors. This matchkey activates an interoperable future, fostering communication and collaboration across the media landscape.

UNIe is designed to solve the persistent measurement problems plaguing the industry. While current approaches to measurement often overlook dynamic, personalized, cross-media experiences, UNIe measures every detail of the full user journey. Its data serves as a matchkey, linking together data sets from various sources and creating a comprehensive behavioral reflection.

HyphaMetrics acknowledges the evolving nature of media consumption and ensures that UNIe exhibits flexibility to meet future challenges. As society’s behaviors shift, UNIe’s adaptive and agile technology will continuously optimize and adapt to capture emerging viewing patterns and preferences.

HyphaMetrics’ UNIe has already demonstrated its effectiveness through successful implementations. The proprietary hardware and software power a panel that provides definitive measurement of an individual’s exposure to content, advertising, product placement, and brand sponsorship across all devices in the home. These case studies offer unique insights that were previously unavailable through other data collection methods.

The Future of Media Measurement

HyphaMetrics and its visionary leader, Joanna Drews, are leading the charge in revolutionizing media measurement. With the UNIe system, they offer a comprehensive understanding of cross-platform consumption that transcends traditional limitations. By capturing the complete TV omnichannel experience, UNIe empowers advertisers, content creators, and marketers with actionable insights to optimize their strategies and deliver relevant messaging.

As the industry moves towards a unified and interoperable future, HyphaMetrics’ UNIe serves as a vital tool for bridging fragmentation and unlocking the full potential of media measurement. By embracing a cross-media approach and leveraging advanced technologies, companies can gain a competitive edge in understanding and engaging with audiences across diverse platforms and channels.

With the era of siloed data and fragmented media landscapes coming to an end, HyphaMetrics and its groundbreaking UNIe system pave the way for a new era of comprehensive media measurement—an era where every aspect of media consumption is captured, analyzed, and harnessed for informed decision-making.

Stila Cosmetics Dials Up the Glam Factor with Mary Rodrigues as CMO Extraordinaire

By
Adotat Staff
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0

Stila Cosmetics, a prominent artistry beauty brand, has recently made an exciting announcement regarding the appointment of Mary Rodrigues as their new Chief Marketing Officer (CMO). With an impressive background spanning over 25 years in the global beauty and luxury retail industries, Rodrigues brings a wealth of experience and expertise to her new role.

As the CMO of Stila, Rodrigues will be reporting directly to CEO Michelle Kluz and will serve as a crucial member of the company’s leadership team. Her responsibilities will encompass overseeing various key areas, including brand and product marketing, creative development, consumer insights, membership programs, and global communications.

Michelle Kluz, CEO of Stila, expressed her enthusiasm about Rodrigues’ appointment, stating, “I couldn’t be more thrilled to welcome Mary to our team. She is a visionary Brand and Marketing leader who will inject fresh perspective as Stila Cosmetics continues to grow.” Kluz’s statement highlights the company’s commitment to advancing its brand presence and furthering its market reach.

Prior to joining Stila, Rodrigues held the position of Senior Vice President of Marketing and E-commerce at RéVive skincare, where she played a pivotal role in driving exceptional growth for the brand. Her previous experience also includes serving as President of MDSolarSciences, an independent dermatologist brand. Rodrigues began her career in the beauty industry with Esteé Lauder, where she held leadership roles in marketing and retail store development.

Rodrigues’ expertise extends beyond her contributions to the beauty industry. She was selected to join the New York State Mid-Hudson Regional Economic Development Council, where she served as a member of the Executive Committee and Co-Chair of the Marketing Committee. Her participation in this council demonstrates her commitment to fostering economic growth and development within the region.

In recognition of her outstanding accomplishments, Rodrigues was honored with the CEW Top Talent Award in 2019. This prestigious award serves as a testament to her exceptional contributions and dedication to the beauty industry.

With Mary Rodrigues assuming the role of Chief Marketing Officer, Stila Cosmetics is poised to embark on a new chapter of growth and innovation. Her extensive experience and visionary leadership will undoubtedly bring a fresh perspective to the brand, positioning Stila as a force to be reckoned with in the competitive beauty market.

CTV’s Captain Fantastic: Mike Seiman and the Rise of Performance-Driven TV

By
Pesach Lattin
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0

In the dynamic world of digital advertising, few individuals have made a mark as impressive as Mike Seiman, the CEO and Chairman of Digital Remedy. I should note that I’ve known him personally for over 20 years, and have seen the enormous growth of both himself and his company. I am truly honored to have seen it, and be able to share this story with you.

From its humble beginnings as a direct response affiliate ad network, Digital Remedy has evolved into a leading media buying platform, providing comprehensive solutions for marketers across various digital channels. 

Seiman’s visionary leadership, combined with a culture of innovation and adaptability, has been instrumental in driving the company’s success.

 In this in-depth feature, we delve into Seiman’s journey, explore the strategies employed by Digital Remedy to navigate the changing landscape, and uncover the exciting future of digital advertising.

From Direct Response to Media Buying: The Evolution of Digital Remedy

Digital Remedy’s transformation from a direct response ad network to a media buying platform is a testament to the company’s ability to adapt and innovate. 

Seiman reflects on the early days of Digital Remedy, previously known as CPX Interactive, stating, “Our ability to create huge ROI and value by taking a risk on the cost of eyeballs and clicks vs the opportunity that was created in leads and sales set the foundation for our growth.” 

The company’s success in the direct response space laid the groundwork for expansion into new areas.

Seiman explains, “Over the years, we pivoted and created tools for publishers, such as the bRealtime SSP, which we later sold. We also acquired the AdReady platform and built today’s incarnation of a Performance Marketing Partner.” This evolution showcases Digital Remedy’s commitment to building, activating, and optimizing media strategies that deliver the highest performance for both action-focused and brand-building advertisers.

Key Lessons Learned: Cash is King, ROI is Paramount, and Culture Drives Success

Seiman emphasizes several key lessons that have shaped Digital Remedy’s growth. “We learned that cash is king and always keep a solid balance sheet with proper DSO to DPO,” he states. Maintaining a healthy financial position has been crucial in navigating the ever-changing landscape of digital advertising.

Another vital lesson learned by Digital Remedy is the importance of ROI. Seiman highlights, “ROI is always important regardless of direct response or just the ROI of the right eyeballs.” By emphasizing the value generated by targeted advertising, Digital Remedy has been able to provide effective solutions for its clients.

Moreover, Seiman emphasizes the significance of fostering a positive company culture. “Having the right culture and treating employees with respect and valuing them creates the best businesses and value to your clients,” he says. Digital Remedy’s focus on building a supportive environment has contributed to its success in attracting top talent and driving innovation.

Seiman credits the success of Digital Remedy to its ability to anticipate and adapt to the changing landscape of digital advertising. “The best strategy we created was a culture of entrepreneurs and thinkers who believed in the growth of the business as well as the opportunities they could create for themselves by building right here at DR,” he explains. This entrepreneurial spirit has allowed Digital Remedy to think big and invest in sales, marketing, and product development, leading to significant expansion and international market presence.

Managing Campaigns across Digital Channels: A Holistic Approach

Digital Remedy takes pride in its ability to assist marketers in managing campaigns across various digital channels, including OTT (Over-The-Top) and CTV (Connected TV). Seiman emphasizes the company’s commitment to providing comprehensive support and tools to marketers. He states, “We make sure we handle every need they have, soup to nuts, to ensure they are taken care of every step of the way and are given all the tools and support they need to create the very best for themselves and their clients.”

Digital Remedy goes beyond simply managing campaigns; they focus on building full end-to-end strategies with activation capabilities and strong service from the first impression to the final performance reports. Seiman emphasizes the importance of finding the right mix of channels for each marketer, stating, “It’s less about just managing campaigns and really about building a full end-to-end strategy with activation capabilities and strong service from when the first impression fires to when the final insights and performance reports are delivered.”

Seiman acknowledges the existing gap between inexpensive base-level creative and expensive traditional TV creative. However, he believes that AI will play a crucial role in bridging this gap. He explains, “Just like with Dall-e and creative generation, AI will take over this channel in time, making it very simple to create a more middle ground video ad in many different formats to meet an abundance of needs for different audiences.” The decreasing costs of video production, combined with the potential of AI, are gradually diminishing the barrier of premium creative in video advertising.

Embracing CTV and OTT: Changing Perceptions

While hesitation regarding CTV and video advertising was once prevalent, Seiman highlights the shifting attitudes among marketers. He states, “What we are actually seeing now is an incredible hunger for CTV as marketers realize it’s a cost-effective way to deliver performance.” Marketers are increasingly recognizing the accountability and optimizability of CTV and OTT channels, making them more receptive to adopting these platforms. Seiman adds, “Traditional TV concerns have been around the inability to target, optimize, and understand what actually worked. Marketers are waking up and realizing these barriers have been torn down.”

Seiman firmly believes in the future of CTV and OTT advertising, citing their proven ability to drive ROI and measurable outcomes. He explains, “CTV/OTT can really create true ROI that can be measured. Who wouldn’t want to spend $1 and make $5?” Seiman has brought to light an incredibly successful campaign implemented by a sub shop, which utilized a highly effective method known as attribution modeling. This innovative technique allowed the sub shop to directly tie their marketing exposure to actual sales data, thus enabling them to optimize their advertisements in real-time.

This is a prime example of the tangible impact and profitability that can be achieved through the implementation of CTV/OTT advertising strategies. Clearly, this approach is highly effective and has the potential to revolutionize the way businesses approach their advertising efforts. By leveraging the power of attribution modeling, companies can now precisely track the results of their marketing campaigns and make adjustments in real-time, leading to a significant increase in ROI and overall success.

Empowering Marketers: Understanding Performance and Achieving Goals

In an increasingly competitive DTC (Direct-to-Consumer) space, marketers face pressure to prove the value of their campaigns. Digital Remedy plays a pivotal role in helping marketers understand campaign performance and achieve their goals. Seiman explains, “By utilizing our attribution methodologies and optimizing against them in real-time based on how clients create the modeling, we are able to drive significant value from the very first set of insights from their campaign data.” Digital Remedy is a top-notch platform that is equipped with the ability to optimize across various channels, providing marketers with a wide range of customizable attribution models that are tailored to meet their specific needs and requirements. By utilizing this cutting-edge technology, marketers can gain valuable insights into the performance of their campaigns and maximize their effectiveness.

With Digital Remedy’s advanced features, marketers can easily track and analyze their campaigns across different channels, enabling them to make informed decisions that lead to better results. This platform is an indispensable tool for any marketer who wants to stay ahead of the game and achieve optimal success in their campaigns.

Digital Remedy’s partnership with Dynata has provided valuable insights through a marketing-focused survey. While the full scope of the survey is not discussed, Seiman refers to the top priorities for DTC marketers that emerged from the survey. He explains, “Increasing brand awareness/consideration ranked highest, followed by sales growth/incremental sales growth, and audience targeting & personalization.” These priorities highlight the importance of building brand awareness, driving sales, and delivering personalized experiences to consumers.

Digital Remedy’s OTT Platform: Targeting, Buying, Optimizing, and Measuring OTT Campaigns

Digital Remedy’s OTT platform differentiates itself in various aspects of targeting, buying, optimizing, and measuring OTT campaigns. Seiman emphasizes the granular targeting capabilities the platform offers, stating, “We have as granular targeting capabilities as exist in the market today.” By establishing direct relationships with OTT/CTV providers, Digital Remedy can negotiate pricing, data access, and targeting options to provide clients with highly specific targeting capabilities.

Moreover, Digital Remedy’s attribution models and flexible conversion windows allow marketers to gain comprehensive insights into their campaign performance. Seiman explains, “Add our customizable attribution models and flexible conversion windows, and we can’t be beaten.” The platform empowers marketers to view and analyze attribution in a way that aligns with their specific goals and preferences, ensuring that they can optimize their campaigns effectively.

Performance CTV goes beyond focusing solely on video completion rates and instead directly connects with the performance outcomes that marketers prioritize. Seiman emphasizes the use of various conversion tactics and strategies, such as conversion pixels, foot traffic measurement, and QR codes, to create a comprehensive understanding of campaign performance.

Digital Remedy’s innovative approach enables marketers to gain a deeper understanding of the true value and impact of their OTT/CTV campaigns. By expanding beyond the traditional measurement of completion rates, marketers can now expound on the success of their campaigns and make data-driven decisions that drive real results.

Lessons Learned and Advice for Aspiring Leaders

Reflecting on his journey as a CEO, Seiman acknowledges the experiences and challenges that have shaped his growth as a leader. He credits hiring the right people to complement his own skills and learning from them as a key factor in his development. Additionally, he acknowledges the significance of trusting his gut instincts, stating, “The biggest mistakes were never going with my gut instincts soon enough.” His advice to aspiring CEOs and leaders is to trust their instincts, pursue what they believe in, and enjoy the journey rather than solely focusing on the destination.

Looking ahead, Seiman finds the continued growth of CTV and other premium channels combined with AI-driven optimization to be the most exciting and promising trends in the digital advertising industry. Marketers’ increasing interest in leveraging CTV for its performance-driven capabilities, along with advancements in AI-powered creative generation, opens up new possibilities for driving results and reaching diverse audiences. Seiman expresses optimism about the future of the industry and the opportunities it holds for innovation and growth.

As Mike Seiman leads Digital Remedy through the evolving landscape of digital advertising, his emphasis on performance, customized solutions, and the power of CTV/OTT channels positions the company at the forefront of the industry.

Digital Remedy is a company that truly embodies the entrepreneurial spirit, constantly seeking new ways to innovate and provide marketers with the tools and support they need to succeed in the digital advertising landscape. Their unwavering commitment to driving value and delivering measurable results has earned them a reputation as a trusted partner in the industry.

By staying ahead of the curve and adapting to the ever-changing digital landscape, Digital Remedy has become a force to be reckoned with, helping marketers achieve their goals and reach their target audiences with precision and ease. With their focus on innovation, creativity, and customer service, Digital Remedy is poised to continue leading the way in digital advertising for years to come.

Mercedes-Benz USA Names Melody Lee as Chief Marketing Officer, Accelerating the Path to Electric Luxury

By
Pesach Lattin
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0

Mercedes-Benz USA, the renowned luxury automaker, has announced the appointment of Melody Lee as its next Chief Marketing Officer (CMO). Lee, a former executive at Cadillac, brings a wealth of experience and a proven track record in brand development and marketing strategy to her new role. With this appointment, Mercedes-Benz USA aims to further solidify its position as the leading luxury electric brand in North America. Lee will assume her responsibilities on July 1, reporting to Dimitris Psillakis, Head of Marketing and Sales for Mercedes-Benz Cars North America and CEO of MBUSA.

Lee’s impressive career spans various prestigious roles within the automotive, design, and beauty industries. Her six-year tenure at Cadillac included key positions such as Global Brand Director of BOOK by Cadillac and Director of Brand Marketing. During her time at Cadillac, Lee spearheaded the complete overhaul of the brand’s positioning and identity, showcasing her ability to revitalize and reinvent established names.

Following her time at Cadillac, Lee joined global design company MillerKnoll as Senior Vice President of Global Brand and Product Marketing, where she led brand strategy across Herman Miller and Knoll’s products. Prior to that, she held prominent roles at design communications agency Camron and beauty brand Shiseido, demonstrating her versatility and expertise across diverse sectors.

Mercedes-Benz’s decision to appoint Lee as CMO reflects the company’s commitment to embracing the future of electric mobility and positioning itself as the most desired luxury electric brand in North America. Lee’s extensive experience in brand development and marketing strategy will be crucial in guiding Mercedes-Benz’s marketing efforts as the company expands its electric vehicle lineup and advances its commitment to sustainable transportation.

The strategic move comes at a pivotal time for the automotive industry, with electric vehicles gaining significant traction and consumer demand for sustainable transportation options reaching new heights. Mercedes-Benz USA recognizes the importance of creating a strong brand identity and effectively communicating the benefits of its electric vehicles to capture the attention and loyalty of customers.

In addition to Lee’s appointment, Mercedes-Benz USA has announced two other key executive appointments to its U.S. leadership team. Heike Scheuble has been named Managing Director of Mercedes-Benz Vans, and Jee-Seop Kim has been appointed as Head of Customer Services. These leadership changes demonstrate the company’s commitment to nurturing top talent and aligning its leadership structure to drive future success.

All three executives will be based in Atlanta, Georgia, further emphasizing the significance of the North American market to Mercedes-Benz’s growth strategy. By assembling a diverse and experienced leadership team, Mercedes-Benz USA aims to capitalize on the region’s potential and accelerate its path to becoming the leading luxury electric brand.

Melody Lee’s appointment as Chief Marketing Officer at Mercedes-Benz USA signals the company’s commitment to positioning itself as the most desired luxury electric brand in North America. Lee’s successful career in brand development, marketing strategy, and executive leadership make her an ideal choice to guide Mercedes-Benz’s marketing efforts as the company embraces the electric era.

With a strategic focus on brand identity and effective communication, Mercedes-Benz USA aims to capture the hearts and minds of consumers, ensuring they recognize the brand as a leader in sustainable luxury. By assembling a talented and diverse leadership team, Mercedes-Benz USA is poised to accelerate its path to success and make a lasting impact in the rapidly evolving automotive industry.

Gibson Brands Names Elizabeth Heidt as Chief Marketing Officer

By
Pesach Lattin
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0

In an exciting move for Gibson Brands, Elizabeth Heidt has been promoted to the position of Chief Marketing Officer. With seven years of experience at Gibson, Heidt has proven herself as a valuable asset to the company. Her promotion also includes a spot on Gibson’s worldwide leadership executive team, further cementing her role in shaping the company’s future.

Heidt’s journey at Gibson began in Entertainment Relations, and she steadily climbed the ranks, eventually becoming the Vice President of Cultural Influence in 2021. Prior to her time at Gibson, Heidt honed her skills in brand strategy, production, and experiential marketing with prominent names like House of Blues, Red Bull, Samsung, Hyundai, Live Nation, Verizon, and AT&T.

As the Chief Marketing Officer, Heidt will take charge of overseeing Gibson Brands’ global brand and marketing teams. Her responsibilities will encompass entertainment and artist relations, social media, partnerships, public relations, multi-media divisions, and the Gibson Gives Foundation. The foundation, which Heidt is already a board member of, focuses on supporting nonprofits in their efforts to advance musicians, youth-focused education, and music and wellness initiatives. With the foundation having raised over $3.5 million worldwide in the past three years, Heidt’s guidance will be instrumental in driving its mission forward. Additionally, she serves on the Music Advisory Board of the Save The Music Foundation, further emphasizing her commitment to the industry.

Cesar Gueikian, President & Interim CEO of Gibson Brands, expressed his enthusiasm for Heidt’s promotion, recognizing her contributions over the past five years. Gueikian highlighted Heidt’s role as a thought partner, leader, and key player in shaping and implementing Gibson’s global strategy. He commended her for leading the cultural influence team, which encompasses artist relations and multi-media divisions, and acknowledged her vital role in engaging fans worldwide and delivering the Gibson experience. With her new position, Heidt will now spearhead all global marketing initiatives, focusing on cultural influence and shaping the sound of music.

In response to her promotion, Heidt expressed her privilege to work alongside the unparalleled talent at Gibson, acknowledging the dedication and passion of the team, partners, and artists. She emphasized the company’s mission to connect and enhance lives through music, empowering creators at all levels with their instruments, products, programs, and philanthropy. Heidt sees her role as instrumental in shaping the future of music culture, both for Gibson and fans around the world.

The news of Heidt’s promotion was met with overwhelming support from the Gibson community. Jared James Nichols, an artist and Gibson Brand Ambassador, praised Heidt’s leadership and referred to her as a role model and inspiration. Alex Lifeson of RUSH, also a member of the Gibson Gives Advisory Circle, congratulated Heidt, highlighting her professionalism, generosity, and down-to-earth nature. The outpouring of support from artists further attests to Heidt’s dedication to nurturing relationships and amplifying their voices.

Throughout her career at Gibson, Heidt has been unwavering in her commitment to building brand loyalty and forging strong partnerships across the entertainment industry and various music genres. She has played a pivotal role in brand-building initiatives, elevating artists worldwide, and creating meaningful impressions across various platforms, including artists, film, TV properties, and the company’s digital platforms.

With her extensive experience and dedication to philanthropy, Heidt is poised to lead Gibson Brands’ marketing endeavors to new heights. Her promotion signals Gibson’s commitment to amplifying its presence in the industry and fostering a thriving music culture. As Gibson Brands continues to evolve, Elizabeth Heidt’s role as Chief

Marketing Officer will be crucial in shaping the company’s future trajectory.

Under Heidt’s leadership, Gibson Brands aims to strengthen its global brand and marketing teams, ensuring a cohesive and impactful approach to engaging with audiences worldwide. Her extensive background in entertainment relations and brand strategy will be instrumental in forging partnerships and establishing Gibson as a prominent force in the music industry.

One of Heidt’s notable responsibilities will be overseeing entertainment and artist relations. With her unwavering dedication to nurturing relationships and amplifying artists’ voices, she will play a pivotal role in ensuring that Gibson artists feel supported and valued. This commitment to artist satisfaction has been a hallmark of Heidt’s tenure at Gibson, where she has consistently gone above and beyond to take care of musicians and their teams.

In addition to artist relations, Heidt will spearhead the company’s social media strategies, partnerships, public relations, and multi-media divisions. These efforts will allow Gibson Brands to maintain a strong presence across various digital platforms, reaching millions of fans every day. With the ever-changing landscape of media consumption, Heidt’s expertise in creating meaningful impressions across artists, film, TV properties, and the brand’s own digital platforms will be invaluable.

One significant aspect of Heidt’s role as Chief Marketing Officer is her involvement with the Gibson Gives Foundation. As a board member, Heidt is dedicated to supporting nonprofit organizations that advance musicians, youth-focused education, and music and wellness initiatives. The foundation’s remarkable achievement of raising over $3.5 million worldwide in the past three years demonstrates the impact it has made on the lives of countless individuals. With Heidt’s guidance, Gibson Gives will continue to empower aspiring musicians and promote the importance of music education.

Heidt’s commitment to philanthropy extends beyond Gibson Gives. She also serves on the Music Advisory Board of the Save The Music Foundation, further showcasing her passion for supporting music education. Her involvement in these organizations underscores her belief in the transformative power of music and her desire to ensure its accessibility to all.

Gibson Brands’ President & Interim CEO, Cesar Gueikian, recognizes Heidt’s significant contributions to the company’s success over the years. As a thought partner, leader, and key player in shaping and implementing Gibson’s global strategy, Heidt has proven herself as an invaluable asset. Her elevation to Chief Marketing Officer is a testament to her dedication and the trust placed in her by the company’s leadership.

Elizabeth Heidt’s promotion has garnered widespread support and praise from the Gibson community. Artists such as Jared James Nichols, a Gibson Brand Ambassador, admire her leadership qualities and consider her an inspiration. Alex Lifeson of RUSH, a member of the Gibson Gives Advisory Circle, commends Heidt’s professionalism, generosity, and down-to-earth nature. The outpouring of support from these artists highlights the deep respect and admiration they have for Heidt and her tireless efforts in fostering strong relationships within the industry.

As Gibson Brands looks toward the future, Elizabeth Heidt’s role as Chief Marketing Officer will be vital in driving the company’s marketing initiatives and shaping the sound of music. Her extensive experience, unwavering dedication to artists and musicians, and commitment to philanthropy position her as a leader who will help Gibson Brands continue to innovate, inspire, and connect people through the power of music.

Treasure Data’s New CMO: Mark Tack

By
Pesach Lattin
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0

In the ever-evolving world of customer data platforms (CDPs), one name stands out as a true pioneer: Treasure Data™. And now, the company is making waves once again with the appointment of Mark Tack as its new global chief marketing officer (CMO). This move is poised to catapult Treasure Data to even greater heights in the competitive martech landscape.

Tack brings to the table an impressive track record of more than 20 years in leadership positions within the martech industry. His extensive expertise will undoubtedly prove invaluable as Treasure Data seeks to capitalize on the growing demand for its industry-leading cloud-based CDP platform. The goal? To drive profitable growth, increase brand awareness, and ignite a surge in pipeline and demand.

Kazuki Ohta, the co-founder and CEO of Treasure Data, expressed his enthusiasm about Tack’s appointment, stating, “Mark is a critical addition to our leadership team at a time of rapid growth and accelerating market demand for Treasure Data’s Customer Data Cloud.” Ohta believes that Tack’s deep knowledge of the CDP and martech space, coupled with his successful track record of building brands and driving growth, make him the perfect fit for the role of CMO.

Tack’s prior experience in senior marketing leadership roles at data and technology giants such as Acxiom and SundaySky speaks volumes about his ability to drive results. At Acxiom, Tack served as the divisional CMO for the company’s Marketing Services and Audience Solutions, playing a pivotal role in positioning Acxiom for its impressive $2.3 billion acquisition by IPG in 2018. Most recently, Tack held the position of CMO at SundaySky, where he played a key role in navigating the business through a significant private equity acquisition in 2022.

In his statement, Tack expressed his excitement about joining Treasure Data, a company he had long admired for its innovation and achievements in the CDP space. He recognizes the company’s strong foundations in AI and machine learning, which position it well to help customers and partners leverage real-time data management and activate personalized marketing strategies. Tack’s main objective is to unlock Treasure Data’s next phase of growth and establish it as the go-to CDP provider for global enterprises.

Tack’s appointment comes as part of a strategic expansion of Treasure Data’s executive team, which began earlier this year with the appointment of Karl Wirth, a former executive at Salesforce, as Chief Product and Technology Officer. These high-profile additions to the leadership team demonstrate Treasure Data’s commitment to assembling a roster of top talent to drive the company forward.

The recent recognition of Treasure Data as the “Enterprise CDP of 2023” by Data Breakthrough adds to the company’s growing list of accolades. This achievement reaffirms Treasure Data’s position as an industry leader and sets the stage for even greater success under Tack’s leadership.

Treasure Data’s suite of customer data platform solutions, known as the Customer Data Cloud, enables enterprises to optimize campaign performance, streamline operations, and create connected customer experiences. By integrating customer data, unifying customer profiles, and applying privacy measures, Treasure Data empowers marketing, service, sales, and operations teams to deliver personalized engagement and enhance customer acquisition, sales, and retention.

With hundreds of Fortune 500 and Global 2000 companies trusting Treasure Data, the company has earned a solid reputation and garnered recognition from top analyst firms. Headquartered in Mountain View, CA, Treasure Data has expanded its presence with offices in Japan, South Korea, the United Kingdom, and France.

As Treasure Data sets its sights on the future, Mark Tack’s appointment as CMO signals an exciting chapter for the company. With his wealthof experience and proven success in the industry, Tack is well-positioned to lead Treasure Data’s marketing efforts and help the company solidify its position as the CDP provider of choice for global enterprises.

Tack’s strategic vision and leadership will be instrumental in driving Treasure Data’s growth trajectory. With his deep understanding of the CDP and martech landscape, he will spearhead initiatives to increase brand awareness and expand Treasure Data’s customer base. By leveraging the company’s AI and machine learning capabilities, Tack aims to enable customers and partners to harness the power of real-time data management and unlock their personalized marketing potential.

Treasure Data’s recent accolade as the “Enterprise CDP of 2023” further demonstrates the company’s commitment to excellence. This recognition by Data Breakthrough solidifies Treasure Data’s position as a frontrunner in the CDP market, validating the company’s innovative solutions and the impact they have on driving campaign performance and operational efficiency.

The strategic expansion of Treasure Data’s executive team, with the addition of Karl Wirth as Chief Product and Technology Officer, showcases the company’s dedication to assembling a strong leadership lineup. By bringing in top industry talent like Tack and Wirth, Treasure Data is reinforcing its commitment to innovation and ensuring it remains at the forefront of the ever-evolving martech landscape.

As Treasure Data continues to innovate and deliver outstanding results for its clients, the stage is set for a promising future under Tack’s guidance. With his wealth of experience and passion for driving growth, Treasure Data is poised to reach new heights in the CDP realm and solidify its position as a trusted partner for enterprises seeking to leverage customer data to enhance their marketing strategies.

The Metaverse: Death, Rebirth, and Zuckerberg’s Bland Legacy

By
Pesach Lattin
-
0

In a world where the term “metaverse” has become synonymous with Mark Zuckerberg’s failed corporate experiment, it’s easy to overlook the vibrant and dynamic digital landscape that continues to evolve outside his grasp. While the version of the metaverse that Zuckerberg envisioned may have died a quiet death, there is hope on the horizon. We take a dive into the demise of Zuck’s metaverse and explores the potential for a truly exciting and diverse digital future.

Chapter 1: The Rise and Fall of Zuck’s Metaverse: Once upon a time, Mark Zuckerberg, the tech giant behind Facebook, decided to embark on a new adventure—the creation of his very own metaverse. With great fanfare and excitement, he unveiled Meta, a rebranded version of Facebook that was supposed to be the future of cyberspace. Zuckerberg spared no expense, investing billions of dollars and hiring thousands of engineers to bring his vision to life. Little did we know that this metaverse would turn out to be a lackluster and uninspiring virtual wasteland.

Chapter 2: A World of Blandness and Legless Avatars: Enter Horizon Worlds, the virtual-reality platform that was supposed to revolutionize the way we connect and interact. But instead of an immersive digital universe, users found themselves in a clunky and uncomfortable experience reminiscent of a poorly designed Zoom call. The avatars, lacking legs and any sense of personality, roamed through textureless landscapes that could easily be mistaken for bad Roblox levels. It seemed that the metaverse had become a corporate playground devoid of creativity and excitement.

Chapter 3: The Death of Zuck’s Metaverse: As the shortcomings of Zuck’s metaverse became apparent, prominent companies such as Disney, Microsoft, and Walmart quietly distanced themselves from the metaverse frenzy. Business Insider even penned an obituary for the technology, proclaiming “RIP Metaverse, we hardly knew ye.” It seemed that the dream of a vibrant and immersive digital world was dead, buried under the weight of corporate ambitions and misguided expectations.

Chapter 4: The Hope for a Thriving Digital Future: But fear not, for all is not lost. While Zuck’s version of the metaverse may have fallen flat, the concept itself remains alive and well in the hands of other innovators. Apple, with its highly anticipated mixed-reality headset set to release soon, has the potential to breathe new life into the metaverse industry. The prospect of Apple’s high-quality products entering the scene has sparked optimism and excitement among industry experts.

Chapter 5: Beyond Zuck: A Diverse and Exciting Metaverse: It’s important to remember that the metaverse extends far beyond Zuckerberg’s vision. Projects like Decentraland and The Sandbox, despite their challenges, continue to push the boundaries of what a digital universe can be. These blockchain-based metaverse endeavors offer opportunities for users to create and explore immersive worlds, untethered by the constraints of corporate agendas.

Chapter 6: Lessons Learned and Future Possibilities: The demise of Zuck’s metaverse serves as a cautionary tale about the dangers of corporate influence and the importance of preserving the creativity and diversity that the metaverse concept represents. As we move forward, it is crucial to embrace the potential of emerging technologies while staying true to the principles that make the metaverse an exciting prospect. The future lies not in corporate-driven homogeneity but in the hands of a multitude of creators and innovators.

The death of Zuck’s metaverse is not the end of the story. It’s merely a chapter that highlights the need for a more inclusive and dynamic digital future. While Zuckerberg’s attempt may have been lackluster and corporate-driven, it has opened the door for others to step in and shape the metaverse into something truly extraordinary.

As we eagerly await Apple’s entry into the metaverse arena, there is a sense of anticipation and hope. Apple’s track record of delivering high-quality, market-shifting products gives us reason to believe that they could reignite the excitement surrounding the metaverse. Their upcoming mixed-reality headset could be the catalyst that breathes new life into the industry, drawing more users and inspiring further innovation.

Beyond the corporate giants, projects like Decentraland and The Sandbox continue to evolve and explore the potential of the metaverse. While they may still be in the process of building out their virtual reality capabilities, they represent the spirit of creativity and community that the metaverse should embody. Their commitment to user-generated content and immersive experiences paves the way for a more diverse and exciting digital universe.

It’s important to remember that we are still in the early stages of the metaverse journey. Just as the iPhone took time to fully realize its potential with the emergence of groundbreaking apps, the metaverse will require time and widespread adoption to truly thrive. The success of metaverse tokens like MANA and SAND will depend on the popularity and uptake of the metaverse among everyday users.

In the midst of the metaverse’s evolution, industry figures like Tim Sweeney, CEO of Epic Games, remind us that online virtual worlds are far from dead. With millions of monthly active users across platforms like Fortnite, Minecraft, Roblox, and VR Chat, the metaverse is alive and well in various forms. It’s a testament to the enduring appeal of immersive digital experiences and the power of community-driven engagement.

While Zuckerberg’s attempt at creating a corporate and bland metaverse may have faltered, the spirit of the metaverse lives on. The potential for a vibrant, diverse, and exciting digital future remains within our grasp. As we move forward, it’s crucial to learn from past mistakes and embrace the creativity, inclusivity, and community-driven nature that make the metaverse concept so compelling. Let us celebrate the demise of Zuck’s metaverse as an opportunity for a brighter and more dynamic digital universe that is truly for the people, by the people.

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