Q&A with Erik Tammenurm, Co-Founder & CEO at NEXD

Media 7 | January 29, 2021

Erik Tammenurm, Co-Founder & CEO at NEXD, has been with NEXD since the very beginning, starting as NEXD's CTO. Now, some 5 years later NEXD has grown globally, with offices from London to Tokyo, and Erik has taken on the role of CEO.

Test different creative solutions, messages, forms, and find the combinations that work for your brand.



MEDIA 7: What inspired you to get into advertising and why did you choose NEXD?
ERIK TAMMENURM:
Great question. Before I founded NEXD, I was mainly involved in developing mobile games and applications. Advertising seemed to be this mystical industry that seemed so outdated and focused on the wrong angle on how to make the solutions perform as expected. In 2014 I partnered up in Estonia with a few industry leaders in advertising, and we decided to start solving the issues that are plaguing advertising.

M7: How does NEXD work to help companies in driving results? How does it ensure a better ROI to them?
ET:
I believe advertising has lost its way. It should focus on the message, the form of the message, and the audience – in that specific order. Advertising isn’t all about the audience. That idea comes from faulty logic, but unfortunately, right now it’s the most common focus for advertisers. Adidas recently researched their ad spending and learned that 65% of their revenue comes from new consumers, but they’re putting 80% of ad spend to existing consumers. There’s a huge gap between expectation and reality. Therefore, we try to help advertisers to come up with a great brand experience, and make it as simple as possible, so their audiences can engage with the brand in a more meaningful way – driving up the ROAS. I believe that consumers want to engage with the brands they use; advertising should be a conversation.

Nexd helps advertisers create an interactive brand experience so their audience can engage in a more meaningful way. Ads that are interactive and engaging are more memorable and help bring new customers to the brand. Our ads are designed to facilitate that conversation and to do it in a very intuitive way. We’ve tried to remove the roadblocks that stop many advertisers from producing good digital ads – namely, the time and expense of complex coding that leaves you with massive overhead – and make great ads accessible to everyone. Our goal is to help our customers drive up their RoAS, and I have to say we have been doing quite well in this.


The future of advertising depends on finding new ways of engaging with customers, and finding good and creative solutions are time-consuming and costly with standard solutions.



M7: What marketing channels do you use for advertising, and which ones do you see as the most promising, given your target customers?
ET:
Our main channel is our newsletters and blog. I have always valued approaching clients via content – providing value for their time. We are mainly distributing our content via social and email. We do have quite an extensive display reach, but it’s mainly for awareness and exposure for us. I do not see a very strong return in B2B over display solutions.

M7: What role does content play in advertising? Which content format performs best for your platform and why?
ET:
Content is essential for B2B solutions. Good content is a great way for consumers to spend time with your brand, and gives you the chance to give something back to them. I have always appreciated more visual content – infographics, reports and videos and also direct like webinars. Often, I try to put myself in the position of our customers and see what would actually entice me or help me at any point of time. Through this we are able to solve our client’s problems or questions.


Be more creative. Talk to the end consumer, and 90% of the times it will result in a higher ROAS than correctly targeted but boring experience.



M7: What do you believe are the top three marketing challenges taking place in the post COVID-19 era?
ET:
Creativity – It’s quite difficult nowadays to be creative with the tools available and within all the restrictions in place by the market – your ad has to be below 4MB (otherwise browsers block it), it cannot animate too much (otherwise browsers block it), it should load within 1 second. We at Nexd built our solutions on totally new technology that comes from gaming. It creates files that are small enough, fast enough, and load within 1 second. Our job is to give advertisers the tools to keep their creativity unlimited, and to remove the barriers and worries about meeting those restrictions.

Data & Audiences – the accuracy of data is questionable at best. How we use and verify this information is long overdue for a complete overhaul across the industry. How sure can someone be that they’re actually reaching the correct audience? With GDPR / CCPA and browsers removing third-party cookies it’s almost impossible now to find the correct audience, so why bet on it? I believe being in context with the right message is a lot more valuable.

Fraud – Did you know that roughly 5 cents for every dollar you spend on advertising goes to fraud? Using old technologies will make you lose more money year-to-year. We at Nexd have spent countless hours to overcome possible ways fraudulent actors operate, and do our best to prevent them earning money from our customers. There are also a lot of other companies whose sole focus is to ensure security for advertisements.

M7: In the world of Big Data, creativity is getting bogged down. Is there a way to balance both and create better advertising campaigns?
ET:
As mentioned before, I believe data can be used in a very good way, but the opaqueness is still an issue. Advertisers are making the best decisions they can with the information they have available. But are they using accurate data, or is their advertising based on inaccurate data? What I have seen a lot lately is that most of the assumptions are made on the wrong premise, and it ruins the whole message and seriously hurts the effectiveness of their campaigns. The future of advertising depends on finding new ways of engaging with customers, and finding good and creative solutions are time-consuming and costly with standard solutions. It’s the main reason behind my decision to start Nexd.

M7: Words of wisdom for advertising professionals?
ET:
Be more creative. Talk to the end consumer, and 90% of the time it will result in a higher ROAS than correctly targeted but boring experience. Rethink your assumptions about who you are advertising to. Focus your efforts on making sure you’ve nailed the right message and the right form. Test, test, test. Test different creative solutions, messages, forms, and find the combinations that work for your brand. Advertising is constantly evolving and can be challenging at times, which I think is the most interesting part.

ABOUT NEXD

Nexd is the creator of the fastest, lightest, most innovative ad solution on the planet. Nexd is an easy-to-use online tool enabling marketers to create interactive, lightweight ads that actually engage your audience. Unlike competing platforms with complex builders Nexd is based on simple, drag and drop layouts, slashing production time from weeks to minutes. Nexd represents a leap forward in how users perceive and interact with digital ads. Thanks to weight-saving and visually stunning ads, Nexd delivers an increase in performance and a higher RoAS compared to other solutions.
Nexd has a broad client base in 20+ markets on five continents, serving over 3,000 campaigns from over 200 brands, agencies, and publishers.

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Odeeo Expands Offering to Bring Programmatic Audio Advertising to Millions of Mobile Gamers

Odeeo, Xandr | December 05, 2022

Odeeo, an in-game audio advertising platform, announced a first-of-its-kind integration with Xandr, a global marketplace for premium advertising, to bring in-game audio supply to its Invest DSP customers. The alliance will give Xandr’s advertiser clients access to Odeeo’s exclusive inventory in hundreds of the world’s top mobile games, reaching millions of gamers. Through this integration, buyers on Invest DSP and third-party DSPs via Xandr will be able to reach audiences with non-interruptive audio ads through one of mobile’s biggest advertising channels – casual games. Odeeo’s units keep players active in the game while also driving meaningful results for brand and performance advertisers. Odeeo’s in-game placements provide 100% brand safety and control for advertisers, giving them full transparency across traffic sources, audibility, and viewability. According to data.ai, more than a billion mobile games are downloaded weekly, and over three billion mobile gamers worldwide. At the same time, brands are investing more in digital audio, increasing investment 58% YOY – making it the fastest-growing media format. Odeeo’s solutions unlock an even greater scale for audio advertising, enabling brands to boost the reach and effectiveness of their podcast and streaming campaigns. Amit Monheit, CEO at Odeeo, said, “Coming from mobile gaming and ad monetisation, we wanted to capitalise on the potential of gaming for audio advertising." Amit Monheit, CEO at Odeeo, said, “Coming from mobile gaming and ad monetisation, we wanted to capitalise on the potential of gaming for audio advertising. In-game audio is the best way for advertisers to get attention when their ad can be in the foreground, not in the background. Through our integration with Xandr, we’re thrilled to be able to provide easy access to our chart-topping gaming partners.” Daria da Silveira, director, publisher sales and strategic partnerships at Xandr said, “Advertisers are looking for the most impactful and effective ways to scale their campaigns and reach their target audiences. Emerging formats like in-game audio combine audio’s ability to drive brand awareness with the lean-forward mindset that comes with gaming. We’re excited to offer Odeeo’s unique solution and inventory via Monetize SSP to our buyers to help them scale their audio campaigns faster and more efficiently.” About Sonic Odeeo Odeeo is a fast-paced startup with a mission to create a better in-game user experience that respectfully connects gamers, developers, and brands through audio innovation. Our flagship product, PlayON™ SDK, introduces a new ad format that moves beyond the current limitations of interruptive advertising and provides real value to both brands and game studios.

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AD TECH AND MARTECH

Yahoo Selects AWS as Its Preferred Public Cloud Provider for Its Ad Tech Business

AWS | December 02, 2022

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ADVERTISER PLATFORMS

VIOOH Announces Partnership With Leading French Media Owner, DOOHYOULIKE

VIOOH, DOOHYOULIKE | December 05, 2022

Today, VIOOH, the leading premium global digital out of home (DOOH) supply side platform, announced a new partnership with the leading media platform in convenience stores, DOOHYOULIKE. Utilising VIOOH’s premium supply side platform, and with access to DOOHYOULIKE’s market-leading OOH inventory, this new partnership will allow more advertisers to create high-impact, data-driven, and efficient DOOH campaigns across convenience stores in France. “It’s an exciting time for the digital OOH market in France and we’re delighted to be partnering with DOOHYOULIKE to help continue the adoption of programmatic digital OOH in this market,” said Natalia Escribano, Chief Commercial Officer at VIOOH. “By combining DOOHYOULIKE’s leading retail inventory with VIOOH’s programmatic capabilities, we will enable brands to create highly targeted, flexible, and measurable DOOH campaigns across convenience stores in France. This offering also enables brands to tap into the shopper audience - who are already in the mindset to buy and have a high average time spent shopping - making this offering extremely desirable from a programmatic perspective due to these highly sought-after audience segments,” added Escribano. DOOHYOULIKE has over 2000 screens across over 1000 stores in more than 300 cities across France. The locations selected are the most profitable stores in high commercial density areas, as close as possible to where people live and work. The screens are also located close to products so that they are seen at the decisive in-store moments. You can read more about DOOHYOULIKE’s market-leading DOOH inventory here. “The partnership with VIOOH is a great opportunity for DOOHYOULIKE to allow more French and international advertisers to reach their urban consumers as close as possible to the act of purchase,” said Fabrice Guez, Co-founder at DOOHYOULIKE. “The partnership with VIOOH is a great opportunity for DOOHYOULIKE to allow more French and international advertisers to reach their urban consumers as close as possible to the act of purchase,” said Fabrice Guez, Co-founder at DOOHYOULIKE. Last month, VIOOH released its ‘State of the Nation: Programmatic DOOH report’ for France, which surveyed agency and advertising executives on their perceptions of the programmatic DOOH industry. The report showed that the majority (99%) of French media professionals set to retain or increase investment in programmatic DOOH in the next 18 months - showing that the future of programmatic DOOH in this market is looking strong and it’s a big opportunity for the OOH industry. About VIOOH VIOOH is a leading premium global digital out of home supply side platform. Launched in 2018 and with headquarters in London, VIOOH’s platform connects buyers and sellers in a premium marketplace, making OOH easily accessible. Led by a team of digital OOH and programmatic tech experts, VIOOH is pioneering the transformation of the OOH sector, championing its role in enhancing omni-channel digital campaigns through the use of programmatic capabilities and data. VIOOH currently trades programmatically in 17 countries, with more to follow. About DOOHYOULIKE Created in 2018, DOOHYOULIKE is the first DOOH indoor media platform in France. DOOHYOULIKE’s mission is to provide advertisers with a relevant and responsible digital support for creating proximity with their urban consumers. Currently focus on maximising brand efficiency and delivering ads at the right moment in convenience store DOOHYOULIKE tends to expand its area of influence.

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PROGRAMMATIC ADVERTISING

Odeeo Expands Offering to Bring Programmatic Audio Advertising to Millions of Mobile Gamers

Odeeo, Xandr | December 05, 2022

Odeeo, an in-game audio advertising platform, announced a first-of-its-kind integration with Xandr, a global marketplace for premium advertising, to bring in-game audio supply to its Invest DSP customers. The alliance will give Xandr’s advertiser clients access to Odeeo’s exclusive inventory in hundreds of the world’s top mobile games, reaching millions of gamers. Through this integration, buyers on Invest DSP and third-party DSPs via Xandr will be able to reach audiences with non-interruptive audio ads through one of mobile’s biggest advertising channels – casual games. Odeeo’s units keep players active in the game while also driving meaningful results for brand and performance advertisers. Odeeo’s in-game placements provide 100% brand safety and control for advertisers, giving them full transparency across traffic sources, audibility, and viewability. According to data.ai, more than a billion mobile games are downloaded weekly, and over three billion mobile gamers worldwide. At the same time, brands are investing more in digital audio, increasing investment 58% YOY – making it the fastest-growing media format. Odeeo’s solutions unlock an even greater scale for audio advertising, enabling brands to boost the reach and effectiveness of their podcast and streaming campaigns. Amit Monheit, CEO at Odeeo, said, “Coming from mobile gaming and ad monetisation, we wanted to capitalise on the potential of gaming for audio advertising." Amit Monheit, CEO at Odeeo, said, “Coming from mobile gaming and ad monetisation, we wanted to capitalise on the potential of gaming for audio advertising. In-game audio is the best way for advertisers to get attention when their ad can be in the foreground, not in the background. Through our integration with Xandr, we’re thrilled to be able to provide easy access to our chart-topping gaming partners.” Daria da Silveira, director, publisher sales and strategic partnerships at Xandr said, “Advertisers are looking for the most impactful and effective ways to scale their campaigns and reach their target audiences. Emerging formats like in-game audio combine audio’s ability to drive brand awareness with the lean-forward mindset that comes with gaming. We’re excited to offer Odeeo’s unique solution and inventory via Monetize SSP to our buyers to help them scale their audio campaigns faster and more efficiently.” About Sonic Odeeo Odeeo is a fast-paced startup with a mission to create a better in-game user experience that respectfully connects gamers, developers, and brands through audio innovation. Our flagship product, PlayON™ SDK, introduces a new ad format that moves beyond the current limitations of interruptive advertising and provides real value to both brands and game studios.

Read More

AD TECH AND MARTECH

Yahoo Selects AWS as Its Preferred Public Cloud Provider for Its Ad Tech Business

AWS | December 02, 2022

At AWS re:Invent, Amazon Web Services (AWS), an Amazon.com, Inc. company (NASDAQ: AMZN), today announced that Yahoo has selected AWS as its preferred public cloud provider for its advertising technology business Yahoo Ad Tech. Building on its longtime relationship with AWS, Yahoo Ad Tech is migrating all of its advertising technology workloads—including its media-buying and supply-side platforms, analytics, and identity solutions and products—from its on-premises data centers to AWS. The migration is part of the business’s ongoing digital transformation strategy to reduce IT infrastructure costs, transform its advertising business operations, and develop more tailored and immersive solutions to help brands connect with their audiences. Improving Scale, Inventory, and Effectiveness for Advertisers and Agencies Yahoo Ad Tech reaches more than 540 million people worldwide through its advertising software platform that gives advertising publishers, brands, and agencies the ability to upload creative and automate media-buying across an inventory of mobile, web, and TV channels. The Yahoo Ad Tech platform uses Amazon Elastic Compute Cloud (Amazon EC2) compute-optimized instances, powered by AWS-designed processors, to provide publishers, advertising agencies, and brand customers with insights on real-time advertising performance. This reduces the time it takes to deliver the insights advertisers need to reach the right audiences at the right times and in the right formats. Increasing Advertising Performance and Revenues for Publishers In addition to giving brands a platform to reach audiences, the Yahoo Ad Tech platform offers media owners and publishers an ad-decisioning engine to help attract advertisers and manage their ad business. AWS’s proven global infrastructure and extensive portfolio of cloud capabilities—including analytics, compute, machine learning (ML), serverless, and storage—will enable Yahoo to rapidly innovate new features for its ad tech platform. Yahoo will help its publisher partners add measurement capabilities, optimize real-time ad-bidding, and hone ad inventory and effectiveness to determine the best mix of advertising while also attracting new brands. As part of its migration to the cloud, Yahoo Ad Tech is moving its central data platform to AWS to improve advertising effectiveness, personalization, and engagement for its advertiser and publishing customers. Using Amazon Simple Storage Service (Amazon S3), Yahoo Ad Tech will construct a centralized data lake to store hundreds of petabytes of data. The data lake will enable Yahoo Ad Tech to break down data silos and tap into AWS analytics services, including Amazon EMR (AWS’s industry-leading cloud big data service for processing vast amounts of data using open-source tools) and Amazon Athena (an interactive query service that makes it easy to analyze data). This will support rapid analysis of data from a variety of sources to understand advertising trends, target audiences, and deliver ad performance insights across its operations. Yahoo Ad Tech plans to use Amazon SageMaker (AWS’s service for building, training, and deploying ML models in the cloud and at the edge) to streamline its ML pipeline, which today contains thousands of models, and deepen the company’s ability to predict advertising spends, ad inventory, and the effectiveness of ad formats. Toexpedite cloud adoption for Yahoo Ad Tech and develop new advertising solutions, Yahoo is providing employees with cloud skills training using the AWS Designated Virtual Trainer (DVT) program. Yahoo is on track to conduct more than 50 instructor-led classes in 2022 with a goal of providing 2,000 IT employees with foundational cloud training over the next two years. These classes will help employees develop skills in application development, data management, and security to support Yahoo’s migration goals and drive innovation at scale. “By harnessing the power of AWS, we’ll be able to move faster and give our customers what they value most—advertising solutions that provide the right combination of performance, audiences, and revenue growth,” said Aaron Lake, senior vice president of Platforms Engineering and chief information officer at Yahoo. “By harnessing the power of AWS, we’ll be able to move faster and give our customers what they value most—advertising solutions that provide the right combination of performance, audiences, and revenue growth,” said Aaron Lake, senior vice president of Platforms Engineering and chief information officer at Yahoo. “Running all of Yahoo Ad Tech on AWS provides us with a broad portfolio of world-class services that will allow us to help advertisers achieve the returns they want by providing them with precise audience targeting, while our ad publisher customers are able to scale and monetize their ad space.” “Yahoo is a digital pioneer and a trusted partner for the world’s biggest brands,” said Matt Garman, senior vice president of Sales, Marketing, and Global Services at AWS. “The world’s leading media and digital advertising companies rely on AWS as their cloud provider because we help them deliver performance and drive real growth. We’re excited to help Yahoo accelerate its migration to the cloud and bring innovative solutions that help advertisers serve customers all over the world.” About Amazon Web Services For over 15 years, Amazon Web Services has been the world’s most comprehensive and broadly adopted cloud offering. AWS has been continually expanding its services to support virtually any cloud workload, and it now has more than 200 fully featured services for compute, storage, databases, networking, analytics, machine learning and artificial intelligence (AI), Internet of Things (IoT), mobile, security, hybrid, virtual and augmented reality (VR and AR), media, and application development, deployment, and management from 96 Availability Zones within 30 geographic regions, with announced plans for 15 more Availability Zones and five more AWS Regions in Australia, Canada, Israel, New Zealand, and Thailand. Millions of customers—including the fastest-growing startups, largest enterprises, and leading government agencies—trust AWS to power their infrastructure, become more agile, and lower costs. To learn more about AWS, visit aws.amazon.com. About Amazon Amazon is guided by four principles: customer obsession rather than competitor focus, passion for invention, commitment to operational excellence, and long-term thinking. Amazon strives to be Earth’s Most Customer-Centric Company, Earth’s Best Employer, and Earth’s Safest Place to Work. Customer reviews, 1-Click shopping, personalized recommendations, Prime, Fulfillment by Amazon, AWS, Kindle Direct Publishing, Kindle, Career Choice, Fire tablets, Fire TV, Amazon Echo, Alexa, Just Walk Out technology, Amazon Studios, and The Climate Pledge are some of the things pioneered by Amazon. For more information, visit amazon.com/about and follow @AmazonNews. About Yahoo Yahoo reaches nearly 900 million people around the world, bringing them closer to finance, sports, shopping, gaming and news—with the trusted products, content and tech that fuel their day. For partners, Yahoo provides a full-stack platform for businesses to amplify growth and drive more meaningful connections across advertising, search and media. To learn more, please visit yahooinc.com.

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ADVERTISER PLATFORMS

VIOOH Announces Partnership With Leading French Media Owner, DOOHYOULIKE

VIOOH, DOOHYOULIKE | December 05, 2022

Today, VIOOH, the leading premium global digital out of home (DOOH) supply side platform, announced a new partnership with the leading media platform in convenience stores, DOOHYOULIKE. Utilising VIOOH’s premium supply side platform, and with access to DOOHYOULIKE’s market-leading OOH inventory, this new partnership will allow more advertisers to create high-impact, data-driven, and efficient DOOH campaigns across convenience stores in France. “It’s an exciting time for the digital OOH market in France and we’re delighted to be partnering with DOOHYOULIKE to help continue the adoption of programmatic digital OOH in this market,” said Natalia Escribano, Chief Commercial Officer at VIOOH. “By combining DOOHYOULIKE’s leading retail inventory with VIOOH’s programmatic capabilities, we will enable brands to create highly targeted, flexible, and measurable DOOH campaigns across convenience stores in France. This offering also enables brands to tap into the shopper audience - who are already in the mindset to buy and have a high average time spent shopping - making this offering extremely desirable from a programmatic perspective due to these highly sought-after audience segments,” added Escribano. DOOHYOULIKE has over 2000 screens across over 1000 stores in more than 300 cities across France. The locations selected are the most profitable stores in high commercial density areas, as close as possible to where people live and work. The screens are also located close to products so that they are seen at the decisive in-store moments. You can read more about DOOHYOULIKE’s market-leading DOOH inventory here. “The partnership with VIOOH is a great opportunity for DOOHYOULIKE to allow more French and international advertisers to reach their urban consumers as close as possible to the act of purchase,” said Fabrice Guez, Co-founder at DOOHYOULIKE. “The partnership with VIOOH is a great opportunity for DOOHYOULIKE to allow more French and international advertisers to reach their urban consumers as close as possible to the act of purchase,” said Fabrice Guez, Co-founder at DOOHYOULIKE. Last month, VIOOH released its ‘State of the Nation: Programmatic DOOH report’ for France, which surveyed agency and advertising executives on their perceptions of the programmatic DOOH industry. The report showed that the majority (99%) of French media professionals set to retain or increase investment in programmatic DOOH in the next 18 months - showing that the future of programmatic DOOH in this market is looking strong and it’s a big opportunity for the OOH industry. About VIOOH VIOOH is a leading premium global digital out of home supply side platform. Launched in 2018 and with headquarters in London, VIOOH’s platform connects buyers and sellers in a premium marketplace, making OOH easily accessible. Led by a team of digital OOH and programmatic tech experts, VIOOH is pioneering the transformation of the OOH sector, championing its role in enhancing omni-channel digital campaigns through the use of programmatic capabilities and data. VIOOH currently trades programmatically in 17 countries, with more to follow. About DOOHYOULIKE Created in 2018, DOOHYOULIKE is the first DOOH indoor media platform in France. DOOHYOULIKE’s mission is to provide advertisers with a relevant and responsible digital support for creating proximity with their urban consumers. Currently focus on maximising brand efficiency and delivering ads at the right moment in convenience store DOOHYOULIKE tends to expand its area of influence.

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NEXD

NEXD

Nexd is an advertising technology company with creativity at its heart. Founded in 2015 and headquartered in Estonia, its mission is to improve the ad experience for both the audience and creators. Passionate about innovation, Nexd has developed a unique way to improve how people engage with brands ...

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