AD TECH AND MARTECH
Tomi.ai | June 24, 2021
Real estate, automobile, and financial services all have lengthy and offline sales cycles, and digital advertising does not work well in these industries. Because the real-world assets remain offline, the temptation for advertisers is to buy leads and clicks, which may increase customer acquisition costs. People browse, but they mainly purchase offline.
Tomi, a new startup, intends to solve this problem by analyzing a user's activity on a company's website (through a tracking pixel combined with ad APIs and CRMs) to assist businesses in reaching customers more effectively in the manner of an e-commerce business.
It has already raised a $1 million initial round from Begin Capital and the Phystech Leadership Fund.
Tomi was founded by Konstantin Bayandin, a former senior director of digital marketing and technology at Compass and chief marketing officer at Ozon, called "Russia's Amazon." It competes with comparable AdTech firms such as Anytrack, Sociaro, Meetotis, Alytics, and Postclick.
The difference, according to Bayandin, is that Tomi "focuses on offline conversions and works with various ad channels, including Facebook, Instagram, and Google."
"Real-estate firms would love to use internet advertising to sell their inventory, but it turns out to be too costly and difficult," says Bayandin. In addition, people like browsing but rarely convert, and the majority of these transactions take place offline. As a result, real-estate clients are unsure of how to optimize for their real buyers. Tomi uses machine learning to examine how real buyers navigate the website and improve ad campaigns for conversions."
The context for all of this is that, with Apple discontinuing IDFA, Google intending to delete third-party cookies from its Chrome browser, and the newest iOS 14.5 update enabling users to opt-out of "personalized ads," the whole advertising industry is in flux, necessitating the development of new technologies. Tomi, according to Bayandin, is a member of this new wave of AdTech.
ADVERTISER CAMPAIGN MANAGEMENT
DHgate | November 30, 2021
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.
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.
Sokal, | August 30, 2021
Sokal, a distinguished leader in automobile advertising, recently signed as agency of record for Iowa based Sky Ford and Sky Chrysler, Jeep, Dodge, RAM.
The recently acquired Junge Ford and Junge Chrysler Jeep Dodge RAM was named Sky Ford and Sky Chrysler Dodge Jeep RAM after being purchased by Alex Tovstanovsky. Both automotive stores are now under the umbrella of Sky Auto Mall which will feature a wide variety of outstanding new and pre-owned vehicles.
“We’re rolling up our sleeves and ready to provide our top-notch creative services to these fine automotive dealerships,” commented Mark Sokal, Founder/Chairman of Sokal. “Our aim at Sokal is to generate the highest visibility for our clients through creative advertising strategies, including search engine optimizations, creating custom websites, integrating the highest quality graphic design, and so much more. We’re excitedly anticipating a profitable outcome for the Sky stores.”
Starting immediately Sokal will provide digital, traditional, and group website services to both Sky Ford and Sky CJDR. Additionally, Sokal launched a new Sky Auto Mall website that will share inventory from both Sky Ford and Sky CJDR.
Sky Auto Mall is located at 1001 Ford Lane in Center Point, Iowa.
Headquartered in Raleigh N.C., Sokal is one of largest automotive advertising agencies in the country.
The company specializes in digital marketing (SEO, paid search, CTV, pre-roll and display ads) and award-winning website design, and maintenance. Sokal also boasts a full-service agency experience with experts trained to execute everything from radio and television production, ad design, direct mail, media buying and much more.