ADVERTISER CAMPAIGN MANAGEMENT

DHgate and Google Come Together to Facilitate 2.3 Million Small Exporters in Overseas Digital Marketing

DHgate | November 30, 2021

DHgate-and-Google
China's leading B2B cross-border e-commerce marketplace DHgate and Google recently announced the launch of a joint advertisement solution to make it faster and easier for exporters to market overseas to drive online sales.

This solution, which is called Huitou Advertising Platform and also marks first of its kind in China, has significantly lowered the barrier for 2.3 million sellers on DHgate, most of whom are micro, small, and medium-sized enterprises (MSMEs). With this solution, sellers can carry effective marketing campaigns, leveraging Google Shopping and Google Smart Shopping, in over 200 different countries and regions across the world.

With Huitou, Google’s ads solution offering will be seamlessly integrated into DHgate's marketing platform for sellers, alongside other established advertising tools offered by the e-commerce company.

It is thus easily accessible within DHgate's portal for sellers or an external portal outside the e-commerce marketplace, sparing sellers' needs to register a Google account.

Huitou allows each of the sellers on the DHgate platform to set an advertisement plan, including budget, timing, and the destination country within minutes, and execute this plan conveniently and efficiently.

Moreover, Huitou offers data such as clicks and deal values for DHgate sellers to better analyse advertisement results.

"Google has been committed to developing innovative and helpful digital marketing tools and services for many years," said Bai Yong, head of Channel Partner at Google Greater China. "We are excited to collaborate with DHgate, to leverage its foresight in building innovative marketing services to better empower its sellers, and we look forward to the improved performance and efficiency of their overseas marketing with this brand-new solution."

Huitou comes at the right time for DHgate sellers as China's cross-border e-commerce import and export have witnessed a 20.1% year-on-year growth in the first three quarters of this year, according to data released by the General Administration of Customs.

This cooperation with Google is also a significant breakthrough for DHgate in attracting buyers worldwide and enriching marketing scenes for cross-border sellers."

Li Wei, general manager of the marketing center at DHgate.

Before this collaboration, Google had already been one of the most critical channels for cross-border businesses to reach customers worldwide. DHgate, based on its 17 years of data insight accumulation and algorithm iteration, has been the leading company in leveraging search engines to boost sales.

According to SimilarWeb data, in 2020, 45.4% of the total traffic of DHgate came from Google and other search engines, higher than the percentage of 33.5% for the following B2B cross-border e-commerce company.

"We believe, Huitou, which combines Google Ads' merits and DHgate's data, technology advantages over these years, is bound to provide an enjoyable user experience to DHgate sellers." Li added.

About DHgate
Founded in 2004, DHgate has become the leading B2B cross-border e-commerce marketplace in China. Through our global operations and offices, including in the USA and UK, we reach millions of people with trusted products and services. As of December 31, 2020, DHgate served more than 36 million registered buyers from 223 countries and regions by connecting them to over 2.3 million sellers in China and other countries, with over 25 million live listings on the platform annually.

Spotlight

Ad exchanges and ad networks co-exist as fundamental parts of today’s advertising industry. Ad networks connect advertisers to publishers, while ad exchanges facilitate buying and selling of ad inventory through real-time bidding. They can work together by ad networks connecting to ad exchanges to bid on inventory and deliver ads on a publisher's website. Ad networks offer a wider reach, while ad exchanges provide more targeted and efficient ad buying.

Spotlight

Ad exchanges and ad networks co-exist as fundamental parts of today’s advertising industry. Ad networks connect advertisers to publishers, while ad exchanges facilitate buying and selling of ad inventory through real-time bidding. They can work together by ad networks connecting to ad exchanges to bid on inventory and deliver ads on a publisher's website. Ad networks offer a wider reach, while ad exchanges provide more targeted and efficient ad buying.

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DISPLAY ADVERTISING, RETARGETING

Clinch Partners Samsung Ads for Personalized Video and Digital Ads

Clinch | February 23, 2023

On February 22, 2023, Clinch, a creative advertising service provider, announced a certification with Samsung Ads, to offer a new automated data-driven personalization solution on the Samsung Ads platform. Through the partnership, it will provide personalized video and digital ads on a larger scale. It is a dynamic ad serving and DCO or personalization platform and creator of Flight Control, the Omnichannel Campaign Activation Platform. The certification will help run and optimize dynamic and personalized programmatic campaigns for Samsung TV Plus and Audience Extension inventory suite of Samsung North America. In addition, it will provide connected TV, online video, display and mobile advertising campaigns through the Samsung DSP. Its solutions are open to Samsung Ads clients and partners worldwide this year. Samsung Ads is Samsung Electronics' advertising platform for smart devices over desktop, mobile and TV. With a deep understanding of customer experience, it connects hardware and software companies with advertising agencies for the growth outcomes of brands at a vast scale. In addition, its single-source TV data provides consumer engagement opportunities during the connected TV experience. Advertisers would be able to make creative decisions with the use of Samsung Ads' automatic content recognition (ACR) technology through the partnership. This technology provides unparalleled insights based on the smart TV behavior of the audience. In addition, with Clinch's Flight Control omnichannel activation platform, the leveraging advertisers could customize and scale campaigns quickly through a single workflow. This platform also provides multi-platform campaign insights in a real-time scenario. CEO of Clinch, Oz Etzioni, said, "Samsung has established an incredible global footprint, fueled in part by their commitment to providing innovative consumer experiences." He added, "Through this partnership, we are able to bring a new level of real-time personalization to millions of Samsung-connected devices with superior automation and efficiency." (Source – Cision PR Newswire) About Clinch Clinch, an advertising company, provides solutions for personalized video ads, real-time optimization with location, user and product, multi-screen advertising, unlimited scalability, dynamic rich media HTML5, automatic generation in all ad formats, and creative programmatic solutions. It is recognized as an omnichannel advertising service with AI-driven dynamic personalization technology and offers customized ad experiences across different channels for enhanced advertising performance and ROI. It automates workflows and provides data for personalized video and display ads across programmatic, CTV, social media, in-app, native, and DOOH.

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AD NETWORKS

MGID Announces Integration of Generative AI for Advertisers

MGID | February 28, 2023

MGID, an advertising platform, has recently announced the integration of generative artificial intelligence into its current intelligence solutions. This integration would help advertisers with image and headline generation and their optimization. With Open AI’s DALL•E 2, advertisers would develop computerized digital images through text prompts. It would also align headlines according to historical and GEO-specific data. Its automation is fast and requires fewer resource-intensives, transforming overall campaign efficiency and impact. In addition, combining MGID’s intelligent recommendation algorithms, contextual intelligence, and AI technologies would accelerate ad performance and user engagement with MGID ads. In addition to these facilities, the advertisers benefit from advanced visual toolkits than traditional stock images, creating more engaging but unique pictures with about 20% increased click-through rate (CTR). It gives control of key details like emotion, character, style, hue and angle to the advertisers. It also offers multiple versions of the same image for AB testing to identify the audience’s likings. In addition, it organically intertwines advertisements into a user’s website interactions with native ad placements, serving relevant content which is suitable to the users’ interests. CEO of MGID, Sergii Denysenko said, “It’s clear that AI will play a critical role in powering the next stage of truly optimized ad campaigns. Pairing this with our smart recommendation algorithms and existing contextual intelligence technology is the natural evolution in creating a better experience for advertisers, publishers, and audiences alike. Impressed by its capabilities in testing, we’re very much looking forward to the launch and seeing how AI is embraced by advertisers throughout the year.” (Source – Business Wire) About MGID Headquartered in Los Angeles, California, MGID, an advertising services provider, offers solutions for lifestyle media, entertainment media, blogs, content discovery, website traffic management, audience development, paid content distribution and native advertising. It has been providing quality content distribution to entertainment and lifestyle publishers worldwide. It entertains, at the same time, delivers marketing solutions that cater to consumer interests with a subtler and indirect selling approach. Its performance-driven approach connects interested visitors seamlessly to its customers’ websites for revenue generation and traffic enhancement through quality content and relevance to the users’ expectations.

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AD TECH AND MARTECH

Smartly.io CEO Drives Company Momentum Towards The Next Generation of AdTech with The Smartly Digital Advertising Platform

Smartly.io | March 17, 2023

Smartly.io, one of the world’s largest SaaS digital advertising platforms, today announces significant company advancements, stemming from months of strategic moves—including two acquisitions, a new platform release and strategic hires to senior leadership—under the guidance and vision of industry veteran Laura Desmond. The company, which holds certified partnerships with media leaders Meta, TikTok and Google, among others, brings dynamic integrations to the digital and social space, successfully “redefining social and creativity,” according to Nikhil Lai, Senior Analyst at Forrester. Desmond, the former Global CEO of Starcom Mediavest Group and senior executive of Publicis Groupe, has a seasoned track record for creating symbiotic relationships between advertising and technology—influencing opportunities that reshape entire industry categories. As was the case in 2021, where Desmond, a member of DoubleVerify’s Board of Directors and operating partner at Providence Equity, played an integral role in leading its IPO—one of the most successful in the media and technology sector that year. “When Providence acquired Smartly in 2019 and I became Chair of The Board, the company’s potential was clear from the start. Smartly is uniquely solving real problems that brands and marketers need to have solved: agile creative and media management at the same time; rapid intelligence around performance—what's working and what's not; the ability to execute personalization at scale. The steady updates we’ve been making are unlocking a depth and breadth to the technology that’s affording brands the ability to move across channels as fluidly as the consumers they aim to engage do,” commented Desmond. “Coupled with the additions of Brett Wein as Chief Sales Officer, and Oli Marlow-Thomas as Chief Innovation Officer, I am confident that our vision for Smartly.io will effectively redefine the future of digital advertising for brands and marketers alike.” Smartly.io’s continuous releases to Workspaces has created a unique full-funnel, multi-channel approach to social advertising, integrating creative, media buying and intelligence at scale, in one platform. Specifically, the company’s creative-focused adtech enables marketers to: Reach Smartly: Automate campaign workflows across all major platforms, reaching audiences quickly, easily and cost effectively. Engage Smartly: Create beautiful, cohesive, and effective creative across the funnel that drives action. Learn Smartly: Extract consolidated actionable insights to respond to audience behaviors in real-time to maximize return on investment (ROI). "The depth of knowledge [Smartly.io] brings across verticals is really impressive,” said Merry Morud, Lead, Global Creative Optimization for Consumer Products at Uber. “On top of that, they have a fantastic creative team, which is very mobile-first, which is what we, as digital marketers, in a mobile space and mobile-first world look for.” Uber, a longtime client of Smartly.io, has used the company’s platform to execute iterative creative approaches at scale as part of their global media buying practice. Smartly.io, now managing upwards of $5B in media spend, is unlocking the ability for true multi-platform brand building that exceeds both customer expectations and drives engagement across platforms, at scale. As a result, platform partners like Meta have leveraged Smartly’s Advantage+ Shopping solution to deliver upwards of 150 creative variations across all creative placements, expanding consistent brand reach and personalization in a privacy-safe way. “Reinvention tends not to come from large scale companies, so we are using our nimble size and strong influence to create real movement in the industry,” said Oli Marlow-Thomas, Chief Innovation Officer, Smartly.io. ABOUT YOU, one of Europe’s fastest growing fashion platforms, leverages Smartly’s TikTok Shopping Ads across markets. Since implementation, it's seen a near 30% uplift in ROAS for catalog sales, compared to the business-as-usual catalog sales campaigns, and greater than 100% uplift for "add to cart” actions compared to TikTok’s data. “The Smartly Digital Advertising Platform is the result of years of collaborations, acquisitions and continuous innovation that’s allowing us the ability to really push the limits of what’s been possible, up until now that is. We’re working on some exciting new builds with partners that will hit the market in the coming months, that will take dynamic creative and media optimization to new heights,” continued Marlow-Thomas. To learn more about the Smartly Digital Advertising Platform and how it’s revolutionizing the industry, please go to https://www.smartly.io. About Smartly.io Smartly.io is one of the world’s largest SaaS digital advertising platforms, managing nearly $5B in ad spend with 700+ brands worldwide. Our leading end-to-end technology and outstanding customer service help brands such as Walmart, FanDuel, L’Oreal, Warner Bros. Discovery, Nestle, and Disney/ESPN to better reach audiences, engage creatives and learn what performs best—consistently driving scale for brand and performance across the largest media platforms, including Facebook, Instagram, Snap, Pinterest, TikTok, and Google. Visit Smartly.io to learn more.

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