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 Advertising seemed to be this mystical industry that seemed so outdated and focused on the wrong angle on how to make the solutions perform as expected.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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Business Wire | September 26, 2023

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Business Wire | September 25, 2023

Perion Network Ltd. (NASDAQ and TASE: PERI), a global technology company whose synergistic solutions serve all major digital advertising channels - including search, social, display, and video/CTV – announced today the appointment of Kenny Lau as Chief Product Officer of Perion’s Advertiser Solutions. Through his experience in multiple domains of AdTech and large-scale platform development, Lau will expand Perion’s technology moat and ability to drive high-growth, high-margin, high-ROI solutions. Lau has held key roles at many of the industry's most prominent companies, including PubMatic, Criteo, and AdTheorent. In his most recent role as Vice President of Product of Advertiser Solutions at PubMatic, he led a global product development team of over 100 engineers and product managers. Tal Jacobson, Perion’s CEO,said Perion has demonstrated its ability to develop and successfully introduce innovative solutions that consistently outperform the industry. With Kenny’s extensive industry knowledge and experience, we are set to maintain this trend of excellence. He will be instrumental in amplifying our technological innovation and enriching our offerings in categories such as retail media, CTV, and video. “I have been following Perion for a while, and I couldn’t be more excited to join this great team that has proven its ability to deliver innovative solutions to a constantly evolving dynamic industry,” said Kenny Lau. “While the industry grapples with tightened spending and consolidation, Perion continues to outperform. I look forward to driving the expansion of the company’s portfolio of industry-changing products and services, further strengthening Perion’s leadership position across the AdTech ecosystem.” About Perion Network Ltd. Perion is a global multi-channel advertising technology company that delivers synergistic solutions across all major channels of digital advertising – including search advertising, social media, display, video and CTV advertising. These channels converge at Perion’s intelligent HUB (iHUB), which connects the company’s demand and supply assets, providing significant benefits to brands and publishers. For more information, visit our website at www.perion.com.

Read More

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CMSWire | September 15, 2023

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Recognizing the growing importance of sustainability in business decisions, InMobi has taken a proactive step by aligning itself with Ad Net Zero. As a leader in the ad tech industry, InMobi recognizes the significance of demonstrating sustainability efforts to both its existing clients and potential partners. A recent Deloitte survey highlights that 98% of consumers believe brands are responsible for contributing to a better world, and a considerable portion of consumers prefer to be patrons of sustainable brands. By joining forces with Ad Net Zero, InMobi embarks on a journey to align with the organization's five-step plan, designed to minimize the carbon footprint of advertising: Reduce emissions from advertising business operations Decrease emissions stemming from advertising production Diminish emissions from media planning and buying Lessen advertising emissions from awards and events Harness advertising's potential to drive behavioral change InMobi's dedication to sustainability extends beyond rhetoric to measurable action. InMobi Exchange, powered by Microsoft Azure which boasts of complete carbon neutrality, stands as a testament to its commitment. Furthermore, data gleaned from the Microsoft Azure Impact Emissions Dashboard showcases InMobi's impressive emission reduction metrics: InMobi's emission factor ranks within the top fifth percentile compared to average server emission factors Server usage demonstrates a remarkable 80-90% higher green efficiency compared to alternative on-premise solutions, even high-efficiency ones Direct SDK integrations, paired with machine learning, have driven emission reductions of up to 30% "InMobi's partnership with Ad Net Zero symbolizes our dedication to ushering in a more sustainable era for the advertising industry," states Kunal Nagpal, Chief Business Officer at InMobi. "We are proud to stand alongside fellow tech companies and agencies, united in the pursuit of a greener, more responsible future. By fully embracing Ad Net Zero's comprehensive plan, we are steadfast in our commitment to minimizing our environmental impact while advancing the power of advertising." "Ad Net Zero is thrilled to work with InMobi as they support more sustainable advertising solutions, contributing to our collective global impact. InMobi’s commitment is another significant step toward an eco-friendly future for the industry,” says John Osborn, Director of Ad Net Zero in the U.S. InMobi’s partnership with Ad Net Zero follows its global sustainability commitment to Science-Based Targets Initiative (SBTi), where InMobi is undergoing a 24-month goal validation process, at the end of which InMobi will commit to ambitious Scope 1, 2, and 3 emissions reduction targets in line with SBTi sector guidelines and the GHG Protocol standards. InMobi also continues its partnership for the second year with Givsly, the leading purpose driven B2B marketing solution, and shared the stage with Givsly, Dentsu, and IPG Brands at Cannes Lions 2023 to discuss the challenges, opportunities, and the path that can be taken for a sustainable ad tech stack. Recently, InMobi served as the primary audience partner in AdTechCares’ campaign with Project Drawdown, a nonprofit organization working to reduce greenhouse gas concentrations in the atmosphere. AdTechCares is a 501 (c)(3) organization that leverages ad tech to combat misinformation and keep humanity well, and InMobi is a founding member. About InMobi InMobi is a leading provider of marketing and monetization technologies. With deep expertise and unique reach in mobile, it is a trusted and transparent technology partner for marketers, content creators and businesses of all kinds. InMobi’s mission is to power its customers’ growth by helping them engage their audiences and build meaningful connections. Its affiliated businesses – Glance, an unconsolidated subsidiary that offers a lock screen-based content discovery platform, and video platform Roposo – help InMobi create new content and commerce experiences in a world of connected devices. InMobi is headquartered in Singapore, maintains a large presence in San Francisco and Bangalore and has operations in New York, Chicago, Kansas City, Los Angeles, Delhi, Mumbai, Beijing, Shanghai, Jakarta, Manila, Kuala Lumpur, Sydney, Melbourne, Seoul, Tokyo, London and Dubai. To learn more, visit inmobi.com. About Ad Net Zero Ad Net Zero is a climate action program to help the advertising industry tackle the climate emergency by decarbonizing ad operations and supporting every industry to accurately promote sustainable products and services. Originally founded by the UK Advertising Association in partnership with the IPA and ISBA, Ad Net Zero launched its 5-point action plan in the UK in November 2020 and has since gained over 100 UK supporters. The action plan aims to achieve net zero emissions in ad development, production, and media placement, as well as use advertising’s positive influence to help shift consumers towards more sustainable behavior. Its first non-UK territory launched in Ireland in June 2022, followed by a global roll-out at Cannes LIONS 2022. In February 2023, Ad Net Zero launched in the US, supported by the 4A’s, ANA and IAB, where it now counts over 70 supporters. Ad Net Zero has widespread backing from across the industry and proudly counts support from the world’s six biggest agency holding groups, media owners, tech companies, advertisers, and independent creative and production agencies. For more information, please visit www.adnetzero.com.

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