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

By Evgeny Popov – Director of Operations, APAC

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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 Evgeny@RadiumOne.com

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 mobilebd@radiumone.com

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

By Debbi Dougherty - Marketing Director

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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 busdev@radiumone.com

Po.st 6 Month Sharing Trends & Insights Report

By Luis Aguilar - Senior Manager, Business Development

Po.st is integrated on over 100,000 high quality websites, seeing a huge amount of sharing activity daily. The Po.st 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

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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.

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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 Po.st. 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:

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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

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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 MarketingUK@radiumone.com. 

Marketers: Identify and Activate Your ‘Dark Social’ Blind Spot

By Sarah Chorey - Marketing Manager

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The concept of “Dark Social” is a new compelling and significant area for marketers today who want to understand their entire audience. Wondering why it is important and how to track this valuable social activity? Recently our VP of Business Development for RadiumOne and Po.st, Rebecca Watson, answered these questions and more in a recent article, “Marketers: Identify and Activate Your ‘Dark Social’ Blind Spot.” Read the full article below or view the original on Mobile Marketing Watch.

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It is hard to act on what you can’t see, a concept that has lead marketers to largely ignore ‘dark social’ up until now. The term represents all the instances in which consumers share a brand’s digital content with personal contacts through tools such as email, instant messaging, SMS/texting and similar communication apps.

‘Dark social’ is a surprisingly large blind spot for companies. Recent data indicates that over 72% of all shares happen through copy and paste activity compared to 25% of sharing happening to Facebook and Twitter combined. Put another way, the average marketer’s website gets almost three times as many shares from ‘dark social’ than anywhere else, exposing a huge area of opportunity for brands. Being able to identify this hidden sharing activity and the users behind it is key to unlocking another level of engaged current and potential consumers.

Luckily, big brands can use technology to harness and activate their ‘dark social’ blind spot.

Marketers can easily enhance their websites to report on where shares happen and how recipients engage with these shares. In just one month of reporting, music magazine NME saw over seven times the number of content shares originate via content copied into email (at 44,850 instances) versus Facebook and Twitter (at 5,700 instances). Bigger still, fashion magazine Marie Claire saw over 10 times the number of content shares originate via content copied into email (at 18,900 instances) versus Facebook and Twitter (at 1,750 instances).[1]

These sharing metrics from the NME and Marie Claire websites illustrate how most ‘dark social’ shares happen: through copying and pasting branded content into email. Subsequently, ‘dark social’ produces a huge amount of email activity on mobile. Of all email opens, 43-51% happen on a mobile device according to email analytics company Litmus.[2] This means about half or more of the average marketer’s ‘dark social’ activity can be targeted and activated with mobile advertising.

Savvy marketers have begun to advertise to ‘dark social’ audiences in mobile environments. They use programmatic media to retarget mobile ads to the past recipients of social sharing by device. Here are three examples:

  • A luxury retailer grew their iPad audience and sales by targeting digital ads to all iPad users who had received its content via social sharing. This drove an incredible CTR that was over 950% higher than the luxury retailer’s existing benchmark.[3]
  • A movie studio increased the size of its mobile audience by 10x after retargeting past recipients of social sharing on smartphones and tablets.[4]
  • A quick service restaurant drove a 40% lift in traffic to its mobile destination page after retargeting past recipients of social sharing on iPad and iPhone devices.[5]

These examples show how acting on ‘dark social’ data along with a smart retargeting strategy is taking off. More and more marketers are identifying where they are missing out on tracking their user activity to conquer this ‘dark social’ blind spot. By capturing and connecting this sharing data to media campaigns, marketers are able to target the right consumers and convert them into actual customers. As a result this boost in advertising performance unlocks new target audiences and drives down the cost to acquire a new customer. Stay ahead of the curve and equip your website and social links with sharing analytics to pinpoint your site’s sharing recipients, turning them into one addressable, valuable audience.

Mobile’s Private Parts: How Data Privacy and Security Are Paramount to Mobile Consumer Usage

By Jason Wolfson - Marketing Manager

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The mobile environment is evolving at a rapid pace, becoming more connected and more personalized.  Advertisers may reach consumers just about anywhere and anytime, retailers are providing customers with simpler ways to make purchases, and banks are providing customers options to avoid having to step foot in an actual bank.  As many opportunities as this technology provides, there are strings are attached (there are always strings attached, right?)  With Yahoo’s recent acquisition of Flurry, and other major data collectors under the microscope for their usage of data, the issues of consumer security and privacy have been pushed to the forefront of many discussions.

Customer data is an incredibly valuable tool; however it can be a volatile one in the wrong hands. The challenge is how to best harness this information without impeding on consumer privacy. Much of the data collected by new technologies does not recognize individuals; rather a unique, anonymous identifier is used. When these identifiers are combined with additional offline data sources, it may then relate to an identifiable individual.

Realizing this is no easy task, an organization must be committed to both development of safeguards, resources, and the ability to maintain accountability. RadiumOne prioritizes data privacy and security for all consumers. At the technical level, each piece of information stored in our DMP has an owner and an associated access policy. Access policies include a whitelist and are enforced across all RadiumOne applications, including our DSP and reporting applications. Our access policy structure allows us to cover the most complex use cases.

RadiumOne is also a member of industry associations that govern rules and regulations for consumer privacy, such as the NAI, IAB, PrivacyChoice, DAA, and MMA. RadiumOne complies with all advertising standards, including anything that pertains to consumer privacy and security, and we meet all of Facebook’s privacy standards for its FBX platform.

While consumers may be skeptical about data collection and privacy, studies show people prefer pertinent advertising and beneficial promotions.  Data-driven companies can maintain privacy and pertinence by developing trust with consumers while being cognoscente of how this data is deployed. As mobile advertising capabilities advance, it is our responsibility to ensure that the security and privacy of individuals remains a priority. It’s not only the morally right thing to do, but it also will open the flood gates for more consumers to utilize mobile devices the way advertisers, retailers, and banks intended.

For more information please email mobilebd@radiumone.com.

How Dark Social Can Impact Brands

By Sarah Chorey - Marketing Manager

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Recently Po.st and RadiumOne Vice President of Business Development, Rebecca Watson, sat down with Kristina Knight for a Q&A on one of the hottest publishing and brand topics today, “dark social.” In “How Dark Social Can Impact Brands” Rebecca explains exactly what dark social is, why it is important and how to harness it. Read the full article below or view the original on Bizreport.

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There is a new buzz phrase out there – dark social, and it refers to the sharing of digital content outside the usual social places. For example, Consumer A sharing a link with Friend B through Skype or IM rather than within Facebook or Pinterest. According to some experts nearly one-third of shares could be through dark social trends.

Kristina: Can you give us an example of a dark social share?

Rebecca Watson, Vice President of Business Development, RadiumOne: [Dark social] includes copying and pasting a URL or portion of text into an email, text message or IM. This activity is one of the most unintentionally overlooked – yet highly valuable – by digital media executives.
For example, say a user on a retailer’s website finds a product that she thinks a friend might like and decides to copy and paste the URL from the address bar into an email to her friend. If the friend clicks on this link to see the product, almost all web analytics providers will bucket this new user into the “direct” traffic category, when in reality it should be attributed to social acquisition.

Kristina: Why is dark social important for brands?

Rebecca: As brand marketers and website developers have moved beyond looking at page view volume as the sole indication of a webpage’s value, they’ve recognized the need to track social ROI. This explains why you see most pages with Facebook, Twitter and other social network sharing buttons near the title or primary content (it is also intended to make it quick and easy for users to share). The reality is that fewer users are choosing to share through these buttons (approximately 28% of all digital shares of content) than those using Dark Social methods (overwhelmingly 72%).
One such company that implemented a Dark Social tracking tool was able to identify and attribute 38,000 new visitors that were sourced from 59,000 shares of text over 30 days. These click backs were measured from the “Read more here…” link – enabled via RadiumOne Po.st’s Dark Social tool – that appeared under the shared text. Prior to having this functionality in place, these new socially-sourced visitors were incorrectly labeled as “direct” traffic in the company’s web analytics dashboard. What’s more, without the original link included with the portions of text, the company missed out on free user acquisition.

Kristina: How can retailers better harness dark social data?

Rebecca: First, brands can use their social analytics data to recognize which types of content are best resonating with their audience. By bucketing their content into types (pictures, videos, long articles, short pieces, “top 5″ type lists, informational, news, evergreen, etc.) marketers can see what content is resulting in the most click backs. Second, they can identify which social sharing channels and devices are used most for consuming and sharing their content, making sure to target and reach their audience on these platforms.

Media Technology Partnership Adds New Dimension To Publisher Business Model

By Rupert Staines - Managing Director, Europe

A New Approach

A significant shift is happening in the UK media industry as leading publishers look to improve their commercial returns in digital through innovative media technology partnerships.  One hugely successful example comes from IPC Media, who became the first UK publisher to enable brands to target the right online user within a contextually relevant environment at scale thanks to its unique partnership with RadiumOne UK.  This collaboration saw the two businesses win the Most Effective Media Technology Partner Award at the 2014 AOP Awards in July 2014.  

Here’s the story of how we created UK media history.

‘Amplified’ Reach

Traditionally, media owners have expended much effort and resource driving people to online partnerships, ultimately meaning that the scale of their websites limited their revenue growth.  In order for this growth to keep pace with expectation, IPC Media needed to find a way to add reach to their online campaigns whilst still delivering contextual relevance and targeting in order to drive incremental revenues.  

They created the ‘Amplify’ concept – a blend of partnership editorial and overt advertiser branding in a variety of online advertising units that they could deliver to users at scale.  To make this truly powerful they knew that they would need a data aggregation partner to help them drive this scale with intelligent targeting as well as measurements that would universally translate the success of the targeting.  This was a radical departure from traditional editorial and brand guidelines and required key partners to help activate the format operationally and measure the success of the concept.

First Class Results

‘Amplify’ used branded content from IPC to ensure that campaigns were consistent with the premium content that consumers expect from the publisher and reassured the consumer that the advertiser is their trusted partner.  Working with RadiumOne as their data management partner, IPC was able to target consumers primarily based on their social sharing of our proprietary content.  These bespoke data sets, built from first party data, allowed them to target people who they know have engaged with these specific types of content and reach them wherever they are.

This new approach has delivered really powerful engagement with the advertising, as these metrics clearly illustrate.  An average of 5.6 million impressions served delivering 2.7 million unique users per campaign; an average in view time 32.5 seconds per campaign; an average combined hours of exposure of 15,300 hours per campaign, and an average interaction percentage per campaign of 6.21%.  

Most importantly, at a time when publishing businesses face severe operational challenges, the media technology partnership between IPC Media and RadiumOne UK delivered an incremental increase in YoY spend of an astonishing 1754%!  And at a client level the partnership led to a major new business win that converted car client, Mazda; from no spend to IPC’s biggest Automotive spender in 2013!

This unique media technology partnership not only opened up a valuable new revenue stream for IPC Media, it proved that big data can work incredibly well for businesses if understood & implemented in the right way.  

 For more information please email MarketingUK@radiumone.com