Football and Advertising Share Winning Formulas for Success

By Edo Povel – Managing Director, Amsterdam

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The Coach of the Dutch World Cup football team, Louis van Gaal, brought his team to 3rd place, against all odds and expectations. Not a single match was lost in official or extended playtime. Why? It’s because the best teams, not the best player, win championships. Programmatic advertising is no different.

If you followed the World Cup, chances are you have heard about Coach van Gaal’s exceptional approach, referred to as the “Method van Gaal.” The method shows interesting parallels to media, especially for demanding advertisers.

The basis of the Method van Gaal is to rule out the possibility of luck by analyzing what is best for the team and building a fact-based strategy. There are many great technologies available all battling for the attention of the advertiser, but it is very rare that we see them in action as a team. Advertising processes, such as collecting data and real-time media buying, are often completely separated.

First, the result is that the majority of data collected is stale by the time it is ready to be activated. It is not unusual for data, sourced from a wide variety of digital touch points (and not just an advertiser’s website), to be more than four weeks old; thereby making real-time “intent” a challenge for advertisers to achieve.

Second, all the effort in collecting data has limited usefulness if we cannot connect data to media. Programmatic advertising gives advertisers intelligence about their audiences, but the vast majority on the demand side platform market, are unable to connect that intelligence to media in real time. An agency trading desk shared with me the other day that in their experience, match rates of data to delivery is commonly as low as 8 - 12%, meaning that for a staggering 9 out of 10 impressions, data cannot be matched to those audiences.

Considering intelligence and activation as a team: never separate intelligence from activation, should be one of the guiding principles for any demanding advertiser. Bolting intelligence collected in data management platforms and activation through demand side platforms lets advertisers connect with audiences as they raise their hands across digital media. At the same time match rates increase to 60%+, letting advertisers reach more of their next customers.

As Louis van Gaal eliminated luck and proved that it’s not the best players, but the best team that win, advertising teams win by connecting intelligence to activation.

For more information email epovel@radiumone.com.

Programmatic Progress: Connecting Mobile, Dark Social and Fragmented Audiences

By Rupert Staines

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PricewaterhouseCoopers (PwC) recently published its Global Entertainment and Media Outlook 2014 - 2018 analyzing where advertisers are spending their media dollars. The report reveals that online advertising will become the largest advertising segment, set to rise to $194.5 billion by 2018. Mobile will also overtake classified advertisements this year, and video will see accelerated growth with revenue rising at a 23.8% CAGR to 2018. It’s encouraging to see this appetite but further shifts in understanding audiences across different devices are needed to capitalize on mobile and video trends.   

The report found that advertisers are increasingly looking to programmatic and native solutions to improve display advertising performance. This is an emerging trend; however it is one, which has seen slower uptake than hoped because it’s a radically different strategy. Having said that, forward thinking brands, publishers, and rights-holders that are using this intelligent approach are reaping return on investment (ROI) and significantly increasing their advertising revenues.

So why has programmatic become so crucial to understand now? Consumers are sharing more content than ever before, with billions of sharing data points across digital channels. The complexity and sheer volume of this data, produced by the millisecond, is hard to picture. But it needn’t overwhelm marketers. It’s actually a golden opportunity to better target consumers and prospects in a timely and relevant way, at scale.  This is where programmatic comes in. Processing this information must be intelligently automated. Sophisticated algorithms can understand characteristics, analyze consumer behaviors, and bring a previously unavailable form of business intelligence to help brands gain an in-depth understanding of their audience. This enables them to engage with customers effectively with the right products and services, when they might be considering a purchase; consequently increasing visibility, engagement and ROI.

Up until now, some have assumed programmatic is a one-dimensional offering, such as real-time bidding. This is a misperception; the concept of “real-time bidding” is simply the practice behind buying and selling advertising impressions in an open marketplace, akin to an auction model. This is where brands are (allegedly) able to buy and sell online display advertising in real-time, one ad at a time and serve them to the public. However, as with most software, your desired outcome is totally reliant on the information you input and the way in which you use the data. How often have you been served an ad for a pair of shoes or a train ticket which haunts you after you’ve already made the purchase? Real-time bidding is an important trading component but it is the entire marketplace that is becoming Programmatic. This enables brands to collect, evaluate and optimize all forms of digital content and media so they can serve targeted offers, messages, and ads across all channels. Marketers can then identify customers in real-time, in the right place, and on the right device – this is the power of Programmatic which is helping brands to retain or win new customers.

By taking a programmatic approach, a little known but critical trend called ‘Dark Social’ can also be overcome. Contrary to popular belief, social platforms such as Twitter and Facebook are not the leading ways to share content, accounting for only around 25% of all shared items. Dark Social is the other 75%, which has no referrer data - aka you can’t trace how someone arrived at your website. This mainly occurs with email, instant messages, and whenever someone is moving from a secure site to a non-secure site. In essence this large pool of potential customers is invisible to most analytics programs; therefore not accessible to marketers who need to connect with these increasingly fragmented audiences. Smarter tracking of shared content is required to combat this. Marketing teams must also consolidate the data and track the volume of shares and referrals that occur, and see which channels are the most effective source for driving new customers.

By using programmatic, marketers can connect the dots between content, audiences and media buying to ensure brands are genuinely reaching their target audience based on their likes, preferences and behaviors right here, right now. This is a hugely powerful asset for brands. PwC has officially reaffirmed the necessity to invest in programmatic. Organizations, which look to implement these programmatic practices, will not only have competitive edge but also be able to build a conversation with their fragmented audience in a multi-device while creating new revenue opportunities.

To learn more, contact us at MarketingUK@radiumone.com.

RadiumOne and IPC Media Win Big at the AOP Digital Publishing Awards

By Rupert Staines

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Effective Media Technology Partner 2014 at the prestigious Association of Online Publishers (AOP) Digital Publishing Awards. RadiumOne and IPC Media were honored for their activation of the Amplify concept, a blend of partnership editorial and overt advertiser branding in a variety of ad units that we could deliver to users at scale.

Using RadiumOne technology, IPC Media built unique data sets for targeting and analyzing social sharing data to identify users who have already engaged with content. This enabled IPC Media to reach people who were predisposed to positively engage with the format. IPC Media has a reputation for delivering great engagement and results for advertisers, thanks to the quality of the content produced. The implementation of Amplify meant IPC Media was able to offer this powerful combination at an unsurpassable scale with effective targeting that delivered, and continues to deliver, truly impressive results.

Dom Perkins, Commercial Development Director at IPC Media, said: “This is a great scoop for IPC Media. We are always looking to provide our advertisers with the most innovative tools to reach the widest and most engaged audience possible. Using RadiumOne’s groundbreaking technology, we have been able to deliver truly powerful engagement for our advertisers. We are now the first UK publisher to enable brands to target the right user within a contextually relevant environment at scale, so we are thrilled to have been recognized with this award.”

The judges specifically highlighted the strength of the entry, which demonstrated the thriving working partnership between the two companies. They acknowledged it is key to reaping strong results and setting the foundation for something with long-term commercial value to the business.

For more information, email MarketingUK@radiumone.com.

5 Things We Learned at MobileBeat 2014

By Rob Tye

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Over the past few days at MobileBeat, VentureBeat’s flagship conference, the RadiumOne Connect team had the opportunity to connect and learn from the brightest folks from our evolving industry. Among the countless sessions and “Fireside Chats” including leaders from top vendors, publishers, and brands, our team highlighted five key insights that are paving the way for future of mobile:

 

  1. Deep-linking is key for driving user engagement: Think of deep-linking as the app-equivalent of a web URL, except a deep-link directs a user to a specific location of an app instead of a site. Marketers are specifically using deep-linking with push notifications and email campaigns to dramatically increase re-engagement. Airbnb is using tools, such as App Links and Google Deep-Linking, to bring users from outside channels into their app. 
  2. Thinking beyond the app install: Downstream marketing goals are much more important than the app install itself. Brands with brick and mortar stores must track events as far as in-app purchases or even in-store purchasing and traffic.
  3. Location, location, location- Many Brand Marketers are using location to send contextual based advertising to customers to drive traffic or enhance in store experience. Trulia, an industry leading real estate app, is using location to send nearby listing alerts. Also, Walmart is utilizing geofencing to change the app experience as devices go from “far-away” to “in-store”.
  4. The “Internet of Things” has yet to break through- Although many of us are familiar with connected devices, such as Nest, Jawbone, and Samsung, there has still yet to be a leading device. Glenn Lurie, head of emerging devices at AT&T, is quite bullish on IoT and challenges the current market to create a connected device that’s easy to use and looks clean.
  5. Mobile data has driven major changes in ad tech – Only a few years ago, mobile banners were enough to merely satisfy mobile advertising needs. Now, our industry has successfully figured out the value and power of mobile data. Current technology can now effectively collect and explain mobile data, is beginning to supersede other formats of media, and is the most important advertisement real estate.

All in all, our team had an amazing experience getting to interact with thought leaders, customers, and vendors. Our industry is growing at lightening speed and RadiumOne Connect is excited to compete at the cutting edge of mobile marketing.

For more information on RadiumOne Connect, email mobilebd@radiumone.com

Introducing RadiumOne Engage’s New Features!

By Kathryn Morrison

RadiumOne Engage, a leader in monetization and user acquisition, is proud to include RadiumOne Connect, a robust mobile software development kit as part of its offering for clients.

Engage is a top-scaling Digital Audience Platform that curates the highest eCPMs in the industry.  By adding new, great mobile features to Engage, it will only make it even better!

RadiumOne Connect will give you more insight into your users’ behavior and ways to engage with them. Understanding how users react and interact with your product or offer is critical to assess its vitality. Metrics become even more powerful when filtered by segment or other criteria that can further help your bottom line.

For instance: Do users of certain age who make an in-app purchase spend more time with your app? Do users who are within close proximity to a retail store stop in and make a purchase if reminded that the store is nearby? Do female users use incentives more than others? Does the time of day matter?

RadiumOne Connect will help you generate first-party mobile data with proprietary mobile tools:

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Leverage powerful app analytics and actionable audience data to better understand, grow and monetize your app users. 

 

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Compare campaign success and determine conversions and attribution by media channel. 

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Boost app engagement and customer retention with highly personalized and hyper-targeted mobile messages. 

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Apply location-based technology to reach users in relevant moments with right messaging.

When you better understand your mobile users, you have more ways to grow and monetize your products. And Engage offers a single source to uncover the sweet spots that are most valuable to advertisers and turn players into serious revenue.

To learn more contact us at busdev@radiumone.com

How to Power Your Entertainment App

By Laura Castaneda

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People are more plugged into their mobile device than ever.  Mobile devices allow us to consume media wherever we go, whether it be offline or online, and provide constant stimulation. During their morning commute, or evening workout, people listen to music that motivates and inspires them. On the subway, folks are glued to their mobile device catching up on the latest news and trends. Entertainment is a part of every person’s life and mobile devices keep us consistently connected.

Music entertainment applications have the ability to connect with users in very meaningful ways. They are the gatekeepers to their user’s favorite music and have the means to connect users with top celebrities and entertainment news; however, many entertainment applications fail to understand their users and focus on serving relevant content.

An entertainment application utilized RadiumOne Connect to aggregate its data, across all media channels, to better understand what content their app users find most compelling. RadiumOne Connect analytics and reporting enabled the publisher to determine which topics most resonated with users and identified the celebrities that reinforced those interests.  They then created audience segments, which allowed them to serve more targeted and relevant video content. These segments were based on the users’ historical interests, current location, device geo, and reviewed content.  Users were pleasantly surprised at the level of relevant content they were consuming and began sharing more articles and videos via social networks.  Within nine months, the entertainment application garnered a 1.5x increase in app installs and content share rose by 234%.

Our award-winning data scientists rolled up their sleeves and provided consulting advice to the entertainment publishers to predict the virality of upcoming original events and content.  RadiumOne Connect tracked the user behavior, including customer sentiment and values, and generated a MoM analysis of original content performance. As a result, the entertainment publisher served more contextual targeted content based on RadiumOne Connect audience insights.  They delivered targeted push notifications, enabled with deep linking, based on users’ interests and trending artists.  This all vetted out in achieving their goal – more engaged users spending more time within the application and writing stellar reviews.

RadiumOne Connect is a cutting edge solution for publishers to predict user behavior and trends to drive engagement and monetization within the application. We’re focusing on helping publishers make data-driven decisions to maintain their current users and increase engagement amongst new ones.

For more information on RadiumOne Connect, email mobilebd@radiumone.com.

New Feature: ShareURL Tracks Address Bar Sharing Activity

By Sarah Chorey

How often do you quickly highlight a website address, copy and paste it into an email or IM and send it off to a friend, family or coworker?

It is almost second nature to copy and paste the URL of a website to share a piece of content, a quick and easy option to pass along information. Most websites and businesses do not capture the clicks on the links created from this preferred sharing behavior, unaware of the number of people that are interacting with links to their website pages or exactly who these people are.

To help shed some light on this often overlooked area of sharing, we’ve introduced a new feature, ShareURL.

ShareURL tracks clicks on any of the website links that are generated from copy-and-pasting the URL from your address bar. Once this feature is enabled, you can access your Po.st dashboard to see the clicks from ShareURL shares as well as the demographic and audience insights of the users clicking these links. ShareURL is the sister feature to Share Text, another Po.st feature that tracks copy and paste activity of your webpage content.

To add ShareURL to your site, add a few lines of code through these simple steps.
A few important things to note about your ShareURL analytics:
1) We specifically track the number of times users click on the shared address bar link. This number is counted under the “Clicks” column on your dashboard.
2) You will also notice that the “Shares” column will always be zero. Po.st does not track the number of times the URL is copied because the act of copying a URL from the address bar is invisible from inside the browser for security reasons. All browsers are made this way and no sharing tool can track this information. In reality, tools that claim to “track” this activity are extrapolating an estimate from other data numbers.
Address Bar_ShareURL
This ShareURL metric gives you a different insight then tools like Google Analytics which tell you your top referring sites and pages. When somebody copies a URL and pastes it into an email, IM, or other communication, all clicks on such a link will be tagged as “direct” in Google Analytics. We compliment Google Analytics data by atributing exactly how many clicks are coming from shared links. For example, say that from your 1 million “direct” visits, 500,000 actually came from clicking on links that your existing visitors shared.
If you have any questions please reach out to your account manager or email us at publishers@po.st.

How to Connect the Dots Between Online and Offline Customers

By Rob Tye

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There is a dizzying array of channels where marketers can reach their digital audiences—social media, video, push, display, mobile web—the list goes on and on. It’s safe to say that we have plenty of options; however, a challenge that marketers face is how to intelligently connect the dots between online and offline customers.

As a multi-channel media platform, RadiumOne’s data indicates that using mobile analytics and geofencing to create “offline” customer segments drastically improves digital media efforts.  Geofencing lets mobile apps identify users’ locations by matching devices with virtual parameters (latitude-longitude). Marketers can use geofencing with mobile analytics to understand their audiences more effectively to target them with the right messages at the right time. Using store traffic, frequency of visits, and time spent in certain locations, brands with retail locations can use geofencing to send real-time engagements, such as push notifications and emails, to increase relevant interaction with consumers. Location data is key for driving real-time engagement and store traffic, but it can also be used to create user segments to dramatically improve media campaigns.

Let’s take a look at an actual example: a top financial services company used geofencing to understand its in-store traffic by time of month and frequency of customer visits. Not surprisingly, paydays saw a significant uptick in foot traffic. On those days, they delivered segmented and targeted banners to users with very specific calls to action, such as “Talk to your representative today about our rewards program.” On off-peak days, media was used more towards branding and mindshare efforts.  By leveraging these insights, our customer boosted its same store visits by +18% and the average customer transaction by +12%.

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When using offline data for digital media, it is incredibly beneficial to run media campaigns cross-platform. In connecting offline with online, mobile user segments are most valuable if they can be targeted outside of your properties. RadiumOne can assist marketers to attribute their first-party users to a unique device persona, which can then be targeted across platforms within milliseconds.   This will improve a brands’ engagement, conversions, and the ever-so-coveted ROI.

We help marketers meet the challenges of connecting offline and online data. Ask us how we can help you. Contact us at mobilebd@radiumone.com.

New Feature: WhatsApp Integration for the Po.st Sharing Tool

By Luis Aguilar

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What’s App everyone!

RadiumOne’s Po.st is excited to be the first sharing tool to announce WhatsApp sharing integration! You can now add a WhatsApp sharing button option for the mobile version of your site. It is currently only available on iOS and will only be visible to users that visit your mobile site from an iOS device.

You may ask, why did we decide to provide this new sharing option? What is so special about WhatsApp?

Back in mid-March of this year, Facebook and WhatsApp announced their partnership and the tech industry took notice — as did we.  The rest of the world has already clearly adopted WhatsApp making it a top social messaging app on smartphonesreaching over half a billion active users that are sharing more than 700 million photos and 100 million videos daily. Since Po.st is a global service, the worldwide popularity and use of WhatsApp aligns with our purpose to help users everywhere share content wherever they may be. We immediately realized the potential of how this partnership could change personal peer-to-peer and group sharing for WhatsApp users in the United States. WhatsApp represents a huge opportunity to allow your audience to share your content on one of the most popular communication services out there, capturing information about this audience and their private sharing activity. Publishers interested in tapping into larger, international markets and staying ahead of the competition need to be able to integrate WhatsApp sharing into their content now to take advantage of the opportunities provided as it continues to grow!

Below we have provided a step-by-step visual of how WhatsApp sharing through Po.st will look and function on your mobile iOS device. You can see it live and testing out the WhatsApp sharing yourself by going on any of our Po.st blog posts. Once implemented, you’ll see the WhatsApp button positioned within your current line-up of buttons wherever you have designated it to be. Below you can see a screenshot of how we’ve integrated the green WhatsApp sharing button on to one of our blog post webpages.

Whatsapp on page

Once a user clicks on the WhatsApp button  it will open your app asking you to choose a recipient:

Example user

Once you have chosen a recipient, Po.st will ask you to confirm this was the friend you intended to share with (we have all done the accidental share and there’s no coming back from that!):

Confirmation share

Here is what the message will look like in your text message field and in your shared chat stream once sent:

Message in draft boxMessage in stream

Po.st has a pulse on the publishing world alongside the social community to give publishers, brands and consumers what they want, need, and expect from a sharing platform. We like to spot the trends in order to offer opportunities and solutions you never thought you had. We have our ears to the ground and our eyes wide open and fully expect WhatsApp to take off in the United States very soon.  If you want to be a part of the sharing evolution, get started with Po.st!

To get the WhatsApp buttons for mobile (iOS devices) visit our Support pages and follow the integration instructions. Questions? Send us a note at publishers@po.st.

Shine the Light on Dark Social in Sports

By Simon Eaton

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How can sports and other brands benefit from the amount of social sharing that takes place as consumers share, “like” and tweet about things they enjoy?

Passion. Desire. Intensity. These words describe true sports fans, regardless of their preferred game. With each and every moment, there are opportunities for brands to tap into these emotions. If your brand is like most, the key lies in understanding and harnessing these audiences more effectively online.  When audiences flock to follow and “like” teams, and players, discussing and sharing the things they both endorse and oppose become a major part of their viewing experience.

The actual importance of a “like” is highly debatable, yet any engaged fan of a brand has considerable value.  Those that choose to follow have some value; those who click on and share social content, visit webpages, and download apps are showing clear intention and affinity.  If you can better harness these audiences in order to understand who is actually engaging across the digital ecosystem, you will begin to see a genuine ROI from your social media and content production efforts.

Another area largely overlooked is the notion of Dark Social. Despite the rather creepy sounding moniker, it is one of the most pervasive forms of communication in the world today.

What is Dark Social and why is it so valuable? 

We live in a world of sharing. Billions of articles, products, and links are shared every single day. However, when people think of sharing, they immediately think Facebook and Twitter.  This is a mistake, especially for marketers, as sharing on these networks really is just the tip of the iceberg.  The content shared through good old-fashioned cut and paste (via email), IM etc. is a considerable, currently untracked, and unactioned element – this is Dark Social.  Twitter and Facebook do account for around 40% of all shared items, and it’s easy to measure; however, the task here is how to address the other 60%.

The biggest challenge for marketers is reaching their audience no matter where they are and understanding what they do in multiple places across the internet.  Connecting the dots, attaining that single digital view on your customers, and harnessing Dark Social is the key to achieving this. In the world of sports, fans are passionate and opinionated, so content is continually being shared. (This includes pre, during, and post game) The key is to capitalize on all articles, chatter, and posts being distributed socially, regardless of vehicle.

So how can we shine the light on this dark activity?

Smarter tracking of shared content (RadiumOne’s Po.st & Connect Platforms), and how it is shared across social platforms including Facebook, Twitter, Tumblr and LinkedIn is required from the outset. Marketing teams must also consolidate the data and track the volume of shares and referrals that occur, and see which sharing channels are the most effective source for driving new customers.

The good news is that there are the tools available to make sense of this previously unknown quantity. And it’s already happening in the UK with gusto. The English Football Association, Team Sky Cycling, and talkSPORT radio have implemented measures to gain more insight from its customers to improve the way they interact with them and bring more commercial value to their partners and power more effective marketing.

There’s no need to be afraid of the dark any more. It’s time for all brands, agencies, publishers and rights-holders to step into the light and discover their entire potential audience.

To learn more, contact us at info@radiumone.com.