There Is Nothing Quite Like DMEXCO

By Mark Middlemas - Director of Communications, UK


DMEXCO could be compared to the marketing buzzword of the moment: programmatic.  It is truly gargantuan in scale, centred around real-time tech automation, and the epitome of top class efficiency! While some cynics may say it’s just a trade fair for geeks, they couldn’t be more wrong! When done properly, this event could be truly valuable.

There were 30,000 delegates from about 100 countries over the two day event, and 800+ exhibitor stands across 650,000 sq feet of commercial space; all engaging with people & firms at the curating edge of digital marketing & innovation.

There is much to gain from Europe’s largest technology showcase:

Bring your A-Team.  

Our team was represented by 4 territories – the UK, France, the Netherlands and the Nordics – with the senior leaders on deck the entire time to connect with business partners, learn about our clients’ needs, and mingle with industry professionals. Meetings can come in all shapes and sizes, and it is imperative that you put your best foot forward and represent your company in the most positive light.

Keep it simple.  

Einstein once said if you can’t sell what you do to a 6 year old, you’re in trouble and the same is true especially at an event like this. There is too much going on, and too little time. Keeping your pitch simple and your approach fresh will really help you stand out from the crowd.  There’s far too much jargon in the industry as it is and DMEXCO is certainly no exception! Keep your story simple, your exhibit clean, and you may be surprised by people’s reactions.

Curiosity works.

It critical that you assign time to wander around the different halls and soak up everything everyone is sharing.  It’s an amazing learning experience to scope out this incredible landscape that we are all in.

Integrate yourself and your company as much as possible – look around, join the conversation, get involved in debates, join panels – and you will leave DMEXCO feeling much more rewarded!

DMEXCO is more than a trade show, it’s a trade show on steroids!  It is a hugely valuable business event if you plan it properly and execute it precisely so it’s definitely worth making the effort. We’re proud to have been involved with DMEXCO this year, and will see you all in Koln in September 2015 for more advertising technology fun!

 For more information email 

Beacons, Beacons Everywhere: Sports Venues

By Carina Pedersen - Business Development, Mobile


An avid Giants fan walks into AT&T park stadium for their first game of the season and is greeted with a welcome message from the NBA app with a special one-time offer from the concession stand for a discount on garlic fries. An hour later, when that fan is in line for the restroom, they receive another message indicating that 10 feet away, there is a short concession line for them to purchase garlic fries.

This is one example of how Beacon technology is now revolutionizing the way businesses are engaging with their users in real-time. Sports leagues are among the early adopters, taking advantage of what Beacons have to offer to precisely target their customers. The technology is in the form of a location-based hardware that is powered using Bluetooth Low-Energy emissions. Using micro-location triggers powered when a user enters within range of the Beacon, push notifications are sent out that can alert fans of offers and advertisements, exclusive content, and interactive maps to engage and amplify the experience and drive sales.  

The NFL demonstrated a perfect example of the power of Beacon technology this year during the Super Bowl. As thousands of football fans gathered in Times Square and the MetLife Stadium in New York City, those that had downloaded the NFL app onto their smartphones received push notifications containing personalized ads on merchandise, alerts, and content directly from the NFL.

While the obvious opportunities lie in sending personalized ads or coupons to users based on geolocation, the NBA’s Golden State Warriors may have taken Beacon’s potential to the next level. When fans at Oracle Arena entered the team store, they received an offer for a coupon on their phones. After engaging with the message, fans were led to an exclusive video of Warriors player Harrison Barnes directly interacting with the user.

“Beacon-supported proximity marketing is eclipsing geofence-based push companies because we can send a message when someone is in line for the men’s room, not just in the stadium,” said Alex Bell, co-founder of Sonic Notify, the Warrior’s proximity-technology partner. “We have proved with GSW that when done right, it does drive fan engagement.”*

The trend has caught on with concert-goers as well. Many large music festivals are now held in outdoor arenas and stadiums. During the Swedish House Mafia national tour last year, concert-goers were able to create a synchronized lightshow using their smartphones during one of the sets. Music is a medium of passion and engagement and Beacons take the concert experience to the next level.

Retailers are ramping up efforts in this space; however, sports venues are having higher success rates with Beacons because there is a higher likelihood of a sports fan to have the app open and opted-in to receive push notifications than users for a retail app, meaning conversion rates are larger with these users. As we can see, businesses are just starting to brush the tip of the iceberg as they are realizing that Beacons are the pixels for the real world. So get excited next time you go to a game - you’re most likely going to experience Beacons capabilities firsthand. 

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Ghirardelli Gets Sweet Results from Social Insights

By Sarah Chorey - Marketing Manager is the most advanced social sharing tool that lets you track all forms of social engagement on your site. One of the most valuable user activities we give insight into is “Dark Social” sharing, the private sharing that happens outside of public sharing on social networks and channels. Recently, RadiumOne,’s parent company, and Ghirardelli were featured on 1to1 Media to showcase the data and key takeaways they were able to derive from tracking such activity with tools. Read the full article below or view the original on 1to1 Media.

Marketers know that consumers share online content, but they don’t always know what is being shared. Content that is copied and pasted, or snippets of text from a brand’s website, can fall through the cracks. Chocolate maker Ghirardelli, however, wanted more in-depth insight into the content that customers were sharing with each other.

With help from RadiumOne, an advertising platform provider, Ghirardelli added  social sharing buttons embedded with a line of JavaScript to the recipes and tips section of its website to track the content that a user copies and pastes into an email or on a social site, for example. RadiumOne refers to such content that typically goes untracked as “dark social.”

“We’re trying to spend our marketing and advertising dollars as effectively as possible and so it’s important that we know what our customers are interested in so that we can better reach them,” says Chris Pemberton, digital brand manager at Ghirardelli.  “After we standardized our social sharing buttons across the site as well as on Facebook, Twitter, and Pinterest [in Q3 2013], we were surprised to find that in a recent campaign, 84 percent of the sharing activity was dark social. What that means is 84 percent of total sharing activity had been hidden from us.”

Are You Harnessing the Commercial Benefits of Dark Social?

By Rupert Staines - Managing Director, Europe

With Britons now spending 1 in 12 of their waking minutes online (Source: IAB), it’s clear we’re more attached to our digital devices than ever before. Many would be lost without their tablets, smartphones and PCs, allowing us to communicate, shop and most pertinently, share from wherever we are. This reliance and the resulting sharing economy generates a huge number of both challenges and opportunities for marketers to overcome and profit from. With consumers’ multiple gadgets leaving countless digital footprints, there has never been so much data. Yet simultaneously, without the correct technology in place, marketers are powerless to understand their audiences and serve them relevant messages at scale.

At the heart of understanding and connecting audiences everywhere is identifying consumer sharing patterns. Everyday billions of photos, videos and posts are shared online. However, commonly when we think about digital sharing, we solely think of social networks such as Facebook and Twitter. This is a big mistake. These networks are just the tip of the iceberg and only represent around 20% of all sharing online. While this is easy to measure, marketers cannot underestimate the value of the other 80%; that is traffic coming from emails, messaging services, forums and other untraceable digital platforms.

This activity is known as Dark Social - traffic that has no referral data and consequently is invisible to most analytics programs and therefore to marketers & their agencies. This form of shared communication is at the very core of the Web’s ecosystem and needs to be addressed by marketers, otherwise you simply will not have an accurate view of your truly connected audiences, which means lost opportunity and revenue.

So how can marketers uncover and action this vast quantity of data? 

Smarter tracking of shared content and how it is shared across all platforms is required from the outset and the good news is there are already tools available to do this.  We use a sharing platform called that enables us to light up the ‘Dark’.  Copy Text and Copy URL via email are the most pervasive forms of sharing (think for a moment how you share or engage with content yourself) and when used intelligently marketers are able to understand in real-time how their content is being accessed, shared and engaged with. A layer of data analytics can be used to give more colour and detail to these audiences that then in turn become highly insightful for all communications planning.

The opportunity does not stop there!  PricewaterhouseCoopers (PwC) recently published its Global Entertainment and Media Outlook 2014 - 2018 analysing where advertisers are spending their media dollars and found they are increasingly looking to programmatic to improve display advertising performance. It’s easy to see why. The complexity and volume of consumer data produced by the millisecond is a golden opportunity to better target customers and prospects in a timely and relevant way at huge scale. While brands and their agencies have recognised the efficiencies to be gained from Programmatic media buying, too few are using the effective techniques to get a 360ø view of how their customers and as importantly, their prospects, can be understood in real-time and, therefore, targeted more effectively.   Dark Social is that opportunity and the likes of Universal Music Group, IPC Media, Universal Pictures, talkSPORT, the FA, & other bluechip organisations are harnessing the business opportunities it presents ahead of their competition.

Customers have evolved and marketers must move in real-time with their target audience, and understand the value of data to identify where potential consumers are on their journey, so they can build up that ‘connected audience picture’. This is as much about branding, as it is performance metrics, so marketers must be prepared to understand its impact.

We are moving rapidly towards an age where Marketers will be the purveyors and arbiters of how businesses can sustain and build profitable future markets…but they have to grasp the whole opportunity and lighting up the opportunity around Dark Social will help brands gain a significant commercial advantage.

For more information email 

Third ‘AdTech Meetup Sydney’ Lifts the Lid on Fraud in Programmatic

By Evgeny Popov – Director of Operations, APAC


The third AdTech Meetup Sydney took place on September 11 to untangle the contentious issue of fraud in the online advertising industry. The event, set up and hosted by our own Evgeny Popov, Director of APAC Operations, has snowballed in popularity and registrations and had to be capped after hitting 150 RSVPs.

The latest session saw a panel of industry experts answer questions on the threat fraud poses to the online advertising industry.

Three key issues and threats identified:

1.       Digital ad fraud in Australia is anywhere between 6% and 14% of the total market. Inventory that is known to be fraudulent is still being traded

2.       Publishers need to start thinking about the new viewability metric (which determines if an ad that was served was actually viewable to a person) when designing their website

3.       Programmatic traders need to be more transparent to avoid endangering the industry as a whole

On the topic of transparency, panelist Stephen Dolan, the APAC managing director for programmatic ad analytics provider Integral, said: “We as an industry really have an opportunity right now to be way more transparent and technology now allows you to provide to clients how their money’s being spent and how it’s performing. If you’re not doing that today you need to start doing it. There are still businesses today that operate in a black box type environment, and there are businesses that still won’t provide full transparency on what they’ve bought something for a client.”

The event has tripled in size from our first session and the topic has certainly resonated with the Australian ad tech community. We have had a passionate response from the panel, media, and audience and are thrilled that we were able to raise awareness and understanding on such a pressing industry matter. 

For more information email

Why Brands Are Using Mobile App Loyalty Programs

By Jason Wolfson - Marketing Manager

Brands including Starbucks, Auntie Anne’s, 7 Eleven, Sephora, Sears, Men’s Warehouse and Gap all share one critical customer loyalty strategy: each has a mobile app loyalty program. The programs work by giving consumers a convenient access point to loyalty program features from within a brand’s mobile app. Some brands have a stand-alone loyalty app, like the Sears Shop Your Way app, while others embed loyalty features into a multi-purpose app, like the Starbucks app. The loyalty features vary greatly from app to app, but all serve the common purpose of encouraging and rewarding customers who engage time and money with a brand on an ongoing basis.

Brands who provide mobile access to their loyalty programs do so to make them convenient to use and manage, and thus more likely to drive customer engagement. Mobile loyalty apps are good for customers because they can’t be lost, like paper or plastic loyalty cards can, and they let customers have thinner wallets. Plus, mobile loyalty apps offer on-demand, on-the-go access to loyalty point information and redemption tools, which no other access point can do at the same scale, or with the same ease of use. For the convenience value alone, mobile app loyalty programs make sense.

Yet, convenience represents just a small portion of the overall value proposition of mobile app loyalty programs. More value can be generated by enhancing the mobile loyalty experience with additional mobile technologies such as push messaging, geo-fencing, in-app tracking and mobile data analytics. These enhancements aim directly at building deeper and more profitable customer relationships. Brands can start by:

1) Driving re-engagement using personalized, location-aware push messaging

2) Understanding loyal customers better through behavioral, transactional and location data

3) Improving cross-channel engagement with mobile app loyalty users

Driving re-engagement

When loyalty cards sit forgotten in a customer’s wallet, a brand can’t do much about it. In contrast, when mobile loyalty apps sit forgotten, a brand can use personalized, location-aware push messaging to drive re-engagement. As the name implies, push messaging can push a message to the homescreen of a mobile device. The message can be triggered when the user of a mobile loyalty app enters a geo-fence, which is a pre-determined geographic area (or areas) of interest. Common geo-fence areas include those in proximity to specific store locations, to any shopping mall or to any airport. Thus with geo-fencing, a brand can message the users of its mobile loyalty app as they get close to a physical store location. In addition, brands can personalize the location-aware push messages based on prior behaviors and shopping history. Personalized, location-aware push messaging has a very high potential to advance the customer relationship.

Understanding loyal customers better

Another way to advance the customer relationship is by generating a better understanding of genuinely loyal customers. Often, loyalty data sits in a silo populated by a sea of transactional data. With the right tracking, a mobile app loyalty program can empower far deeper insights based on behavioral and location data, in addition to transactional data. In this way, a mobile app loyalty program can add to a brand’s holistic store of customer data where it’s easy to analyze and available to act on.

Improving cross-channel engagement

Finally, brands can advance the customer relationship by re-engaging mobile loyalty app users in any marketing channel, including display, mobile, social and video. This means engaging customers with paid digital media in a personalized manner, such as based on their loyalty program status. It’s like the push messaging scenario described earlier, except in other channels and on other devices. In this way, the loyalty program can influence users even when they’re outside the brand’s app.

Next opportunity for mobile loyalty app programs

Mobile loyalty app programs today have the convenience angle covered. The next opportunity is to aim enhancements directly at driving re-engagement, understanding loyal customers better and improving cross-channel engagement using mobile technologies including push messaging, geofencing, in-app tracking and mobile data analytics. RadiumOne Connect is an all-in-one solution that provides all of the tools and learnings needed to build and improve any loyalty app program. The data Connect collects can better inform the decisions needed to include more relevant offerings and messaging to maintain and grow use of the program. This will go a long way toward achieving customer engagement that sticks.

For more information email

Consumers Give Mobile An “A” For Back-To-School Shopping

By Debbi Dougherty - Marketing Director


Across the country, kids have returned to classrooms, picked up their pencils and books and gotten back into the swing of the school year. In a recent survey, RadiumOne asked consumers to tell us about their 2014 back-to-school shopping habits and the results show that mobile devices and social sharing are big parts of the back-to-school experience.

We surveyed 1,079 US shoppers and found that 83% of respondents use a mobile device while back-to-school shopping to receive coupons (37%), read product reviews/research products (25%), redeem coupons (25%), manage shopping lists (23%) and purchase items (22%).  While shopping, 33% actively share deals via a mobile device opting for Facebook as their sharing platform of choice (81%), followed by email (47%), text (43%) and Twitter (18%). RadiumOne’s back-to-school infographic can be found here.

In addition to the growing number of consumers utilizing a mobile device for back-to-school shopping, 25% will use a mobile app while shopping in-store to compare prices, further solidifying the importance of geo-local targeting to encourage purchase decisions. When it comes to influencing purchase decisions, most back-to-school shoppers care about percentage-off sales (74%), followed by promotions like buy-one, get-one (55%), free shipping (40%) and one-day sales (31%).  The results of RadiumOne’s survey are consistent with a recent eMarketer report which estimates that 59.2 million adult smartphone users in the US will use their phones to redeem a mobile coupon for online or offline shopping in 2014—a year-over-year rise of 37.5%.  

The following findings from RadiumOne’s Back-to-School survey reveal a unique opportunity for brands to engage with customers:

  • 1 in 4 (27%) will share pictures or videos of their new back-to-school purchases via their social networks.


  • Among those that will share pictures/videos of their back-to-school purchases, Facebook, Instagram and Twitter ranked the highest in popularity and SnapChat, WhatsApp and Vine ranked the lowest.
  • Most shoppers (87%) said that they would shop in-store, while over 1 in 3 (37%) will shop online.


  • Among those who will be buying gadgets or consumer electronics, Laptops will be the most sought after electronic product.

NOTE: Totals add to more than 100% due to multiple answers.

For more information, contact us at 6 Month Sharing Trends & Insights Report

By Luis Aguilar - Senior Manager, Business Development is integrated on over 100,000 high quality websites, seeing a huge amount of sharing activity daily. The Sharing Tool is featured on all types of content including major arts, entertainment, business, fashion, sports, finance, food, health, lifestyle, music, and news sites. Every year the Internet grows into a bigger, broader landscape with more domains and webpages at every users fingertips. Naturally, with more content, advancing technologies, and new trends, the way we share as people can change as well.

We decided to take a look back and see how things have progressed in terms of sharing as the Internet and general content consumption continues to change. To look at this information we compared the first 6 months of sharing in 2013 against the first 6 months of sharing for 2014. Here are some of our most interesting findings.

1. Facebook and Twitter are still the most popular social networks to share to. Custom Buttons

No surprise there! Facebook is still the most popular social network to share to with Twitter coming in second. Publishers and brands should make a point to definitely offer these sharing buttons through an advanced sharing tool to increase their shares and take advantage of the virality of these preferred sharing channels. Custom designs and trends like big sharing buttons can also help increase your engagement.

2. Average clickbacks (clicks on a shared article) for Facebook jumped, growing 46% from the previous years first 6 months.

Twitter used to have more clickbacks then Facebook, but Facebook has seen a boom in clicks on their shares in 2014. Some of this could be a change in user sharing behavior, or a result of newsfeed design changes or better algorithms by Facebook that surface more relevant shared content. Another thing to consider is that links shared to Facebook attach an image pulled from the original webpage being shared. Publishers should consider what images are part of their articles and webpages, utilizing attractive, engaging images to increase clickbacks on this platform.

3. Comparing shares on mobile and desktop, the total percent of mobile shares saw an increase of 23%, from 15% of shares in 2013 to 38% in 2014!analytics

Smart phone usage is increasing around the world, with over 60% of the world population owning  a smart phone and that number only continuing to grow. Brands and publishers need to optimize their web properties for mobile to help enable sharing to popular social networks and services like WhatsApp. Mobile is the new place to hang out and sites need to be able to connect with their consumers in this space.

4. The percent of mobile clickbacks in 2013 was 17%. In 2014 it skyrocketed to a dominating stance at 59% – that’s a 42% bump!

More people are viewing shared content on mobile then desktop. Mobile has officially taken over as the device users prefer to view shared content on. Publishers need to make sure their content is viewable on mobile so their audience can easily read their content — and then share it further with more friends in their network. Having a set of sharing buttons on your mobile content is the first step!

These insights can be used to help guide brands and publishers to offer the best, most relevant experiences to their audiences. Looking for other insider tips and tricks to help increase your sharing? Check out our other blog posts.

Optimize Your Online Content: Quick Tips You Haven’t Thought of Yet

By Sarah Chorey - Marketing Manager


Brands and marketers are constantly concerned with creating valuable content that brings an added value to their readers. Often, however, they overlook the extra steps they can be taking to understand the effectiveness of their content and increase the virality. Our VP, Rebecca Watson, recently contributed an article to the August issue of Chief Content Officer Magazine focusing on how to utilize an advanced sharing tool to pull a variety of insights and data from each and every piece of content. Read the full article below or view an online version of it on their blog, Content Marketing Institute.


By the time you read this, you could have already been capturing and analyzing information on your most valuable consumers — those who share your content.

While brands and publishers spend a lot of time and effort creating and promoting content, less time is usually spent optimizing the sharing of that content for consumers. And that’s a lost opportunity.

Consumers demand multiple sharing options

One of the biggest oversights brands make is offering only Facebook and Twitter sharing options, assuming consumers only want to share content or products on the largest social sites. In reality, today’s audiences are continuing to shift to new social networks, fragmenting their social and web activity across multiple channels. By offering only major social sharing buttons, brands dramatically limit new user acquisition and page views. Our data — based on access to share and click-back data for hundreds of thousands of websites — indicate that websites giving users a minimum of five choices generate the largest volume of sharing.

Less mainstream share buttons such as email, Pinterest, Tumblr, and Google+ (among others) are still effective in drawing in a larger audience. And using a third-party sharing widget that consolidates multiple sharing channels into one JavaScript tag is a smart choice to simultaneously limit downward drag on page load time and increase sharing of your content. Don’t leave valuable click-backs (i.e., free users!) on the table.

Let your users promote the value of your content

Another content optimization technique is including counters to show share volumes. You can display one universal counter that tallies all of your shares across channels, or show individual counters beside each sharing channel. Websites with counters see an average boost of 8 to 20 percent in sharing volume within one month, according to our data. Visual indicators of sharing volume add credibility and affirm the popularity of the content. Digital consumers, like it or not, follow the herd, paying more attention to content with higher shares.

Don’t overlook the number one way people share

Facebook and Twitter get a lot of buzz, but in reality, 80 to 82 percent of all shares on the web occur from users copying and pasting text. This activity is often referred to as “dark social” since marketers and publishers don’t have an easy way to track it unless they use a third-party tool like Advanced sharing platforms can track not only how many users are sharing text from certain articles or product pages, but also which keywords they are sharing. This keyword information can help inform your SEO and SEM efforts in addition to offering unique consumer insights.

Another strategy to gain access to dark social activity is to include a link-back to the page where the text originated, driving users back to your website. This way, when the content is shared by the copy-and-paste method, friends who see the shared text know that it came from your owned or earned media.

For example, on our own blog we put thoughtful consideration into the share functionality around our copy-and-paste tracking. When a user highlights then copies and pastes any portion of text on our articles, a customized “read more” attribution link and text is added underneath:


Leverage social analytics and virality to boost results

While all marketers want their content to be shared and even go viral, we find there’s often an over-emphasis on outbound performance versus the inbound acquisition results.

Let’s take a look at an example: Say a content marketer looks at the analytics dashboard and sees that Video A drove 2,000 Facebook “likes,” while Video B had 800 Facebook shares, 500 tweets, and 200 Tumblr shares. The content marketer may consider Video A a bigger win because it earned more “likes” than the combined number of shares for Video B. However, looking back at the click-back volume, Video A only drove 150 new viewers to the video, whereas Video B drove 400 new viewers. So Video B actually performed better overall — even though the team was initially more excited about 2,000 “likes.” (And creating and promoting more pieces of content similar to Video B will likely drive more new traffic for the brand.)

Virality is an important indicator of successful user acquisition, reflected by the number of click-backs derived per shared piece of content. When we dug into data from the past year, we found several interesting insights about virality trends:

  • Technology, news, humor, and entertainment content has higher virality.
  • Travel, business, and food content has lower virality.
  • Facebook and StumbleUpon have a short time lapse between the share and click-back.
  • Tumblr, Google+, and blogging platforms have a longer time lapse between the share and click-back.
  • Reddit, Twitter, and Tumblr provide the most click-backs per one share.

The bottom line: Simple tweaks, all of which are free, to your owned media pages can drive an immediate boost in content viewership and user acquisition. By executing the approaches mentioned above, you’ll be on your way to increasing your content marketing’s ROI.

Castles of Media Come Tumbling Down?

By Oli Boyd - Head of Business Development, UK


Marketers are still struggling to introduce messages into people’s mobile experience without being irritating; right now, mobile marketing is to smartphone users what browser pop ups were to the 1st generation internet.

We aren’t even close to seeing the potential. That being said, the main advantage of mobile media is that marketers already know the problems because much was learnt from the pioneers on desktop, and so there are promising hypothetical solutions - the obstacles and opportunities are engineering these solutions into existence.

So while we haven’t yet engineered much of the solutions (think: basic industry standards, reliable tracking & reporting, programmatic native/advertorials), it is only a matter of time. In the same way the city used programmatic to make financial products more bespoke and sophisticated, so shall media use it to make mobile experiences easier to infiltrate.

The curve balls will come from the platform owners (the usual suspects Apple, Google & Amazon) who are still the landlords to media’s players building their castles.

The primary reason Amazon has entered the mobile ring brazenly against Apple is that they can’t afford to not attempt to own mobile payments. The media can only look on as the giants battle to dominate the true sales funnel by connecting digital purchases with physical retail, all while we try find our place caught in the middle.

With the ultimate goal of owning part of the sales funnel, media cannot compete with Silicon Valley at the bottom, so surely a wise choice would be leveraging programmatic in the middle of the funnel and further up.

This is something the large agency groups seem to be slowly appreciating, but not adapting to fast enough. It should in fact keep them up at night. Their castles and their margins will soon be taken by the more data-savvy landlords on which they rely.

For more information email