Retina AI | February 03, 2022
Retina AI, the leading predictive customer lifetime value (pCLV) intelligence company today announced an integration with Google Ads, allowing customers to track how effective their advertising campaigns are in acquiring customers with high lifetime value to brands.
The new integration means that customers will now be able to measure their advertising campaigns effortlessly on both Facebook and Google. The new capabilities will be available to all existing customers and work directly within the existing Google Ads user interface they are already familiar with.
"Most ad campaigns are optimized for conversion and customer acquisition costs, but brands need to stop paying to acquire everyone," said Emad Hasan, CEO of Retina AI. "Around 30% of customers acquired by campaigns built solely on these metrics will be unprofitable. This is why measuring against pCLV is so essential - it ensures that your ad spend isn't being wasted on ads and audiences who are unprofitable."
The pCLV scores Retina generates can be viewed in custom columns in the Google Ads tables. The tool includes several columns out of the box including:
Aggregate CLV - a dollar value that represents the total CLV for all customers who clicked an ad or extension over a selected period of time.
CLV Conversions - represents the number of customers who clicked on an ad or extension over a selected period of time.
Average CLV - a dollar value that represents Agg. CLV divided by CLV conv. Which gives you the average CLV of customers who click on an ad.
CLV:CAC - is a ratio of Average CLV divided by Cost per Conversion and represents the ratio between CLV and customer acquisition cost.
ABOUT RETINA AI
Retina is the leading predictive customer lifetime value (pCLV) intelligence company transforming e-commerce customer acquisition for high-growth brands. The company uses AI, machine learning, and data analytics to provide the industry's earliest insights on pCLV to help marketers capture high-value customers and increase brand loyalty -- without relying on third-party cookies or IDFA. Retina's customers include world-class brands such as Madison Reed, and Dollar Shave Club. The company was founded in 2017 and is headquartered in Santa Monica, CA
T-Mobile | January 13, 2022
T-Mobile (NASDAQ: TMUS) today announced the acquisition of Octopus Interactive, the largest national network of interactive video screens inside Uber and Lyft vehicles. This move marks the next step for Marketing Solutions, T-Mobile’s fast-growing advertising technology business, in expanding its advertising offerings for marketers.
Octopus Interactive helps brands reach audiences through video ads presented on screens inside rideshare vehicles, providing marketers a new way to reach consumers, and its impact is growing rapidly. Octopus’s rideshare network enables brands to execute comprehensive geotargeted campaigns across a range of highly engaged consumers. And beyond the rideshare network, this acquisition will connect T-Mobile’s Marketing Solutions group with big brands, like current Octopus clients Audible, Fox Entertainment, Philo and many more.
“Octopus allows us to highlight our library of rich media content and drive awareness amongst a younger and tech savvy demographic. We’ve seen engagement rates over 3.5% and QR codes convert extremely well given the captive rideshare environment” said Matt Stein, Head of Brand & Creative Strategy at Philo.
Moving forward, devices used by drivers in the rideshare network will be powered by T-Mobile’s network, connecting thousands of drivers across the country to the Un-carrier experience.
“With this move, we’re expanding our toolkit for marketers, meeting the needs of advertisers and empowering brands to better connect with consumers, beyond linear and traditional digital channels” said Mike Peralta, VP and GM of Marketing Solutions, a division of T-Mobile. “As the Un-carrier, we’re committed to disrupting the ad tech space. We’re making good on that commitment through innovative solutions, like Octopus.”
We’re thrilled to join the T-Mobile team on their mission to provide better results for marketers and better experiences for consumers. Our rideshare technology will unlock massive opportunities for brands working with Marketing Solutions.”
Cherian Thomas, Co-Founder and CEO of Octopus Interactive.
In the U.S., out-of-home advertising spend increased by nearly forty percent in the second quarter of 2021, and digital-out-of-home ad spend in particular increased by nearly eighty percent over the same time. In just the last quarter, the Octopus network of drivers grew by thirty five percent. Now brands can reach over 5 million unique riders per month on the Octopus platform. But it’s not only great for marketers. It enhances the riders’ experience too – delivering interactive games, prizes, premium video and infotainment curated specifically for Uber and Lyft audiences.
About T-Mobile US, Inc.
T-Mobile US, Inc. (NASDAQ: TMUS) is America’s supercharged Un-carrier, delivering an advanced 4G LTE and transformative nationwide 5G network that will offer reliable connectivity for all. T-Mobile’s customers benefit from its unmatched combination of value and quality, unwavering obsession with offering them the best possible service experience and undisputable drive for disruption that creates competition and innovation in wireless and beyond. Based in Bellevue, Wash., T-Mobile provides services through its subsidiaries and operates its flagship brands, T-Mobile, Metro by T-Mobile and Sprint.
Optable | November 17, 2021
Optable, a SaaS data connectivity platform and clean room solution designed for the advertising ecosystem, has entered into a deal to provide media conglomerate, Quebecor Inc., a Canadian diversified media and telecommunications company, with the next generation of privacy-preserving advertising products, supporting all digital channels (i.e. display, video, Connected TV (CTV), Digital Out-of-Home (DOOH) and audio advertising), through its subsidiary Quebecor Expertise Media.
The degradation of third-party identifiers leaves technical advertisers unable to confidently reach the right audiences on publishers' networks. With a wealth of authenticated/recognized users across websites and apps and hundreds of data points about them, Quebecor Expertise Media will utilize Optable's platform to securely onboard first-party customer data and empower future connected TV and audio advertising strategies.
The advertising landscape is evolving, and we have to adapt our data strategy to match that. With Optable we can work alongside advertisers to allow them to utilize their own first-party data sets in advertising campaigns with us, without worrying about privacy concerns. It gives us peace of mind."
Jean Péladeau, Vice-President Operational Convergence at Quebecor.
With Optable's cleanroom technology, Quebecor Expertise Media will be able to seamlessly forge closer relationships with its advertising partners while respecting the privacy of its customers by allowing publishers to safely and securely compare and leverage audience data with data partners.
"We are thrilled to partner with Quebecor, one of the largest media entities in Canada, and to include them in our roster of clients. Their wealth of data will be extraordinarily beneficial to Optable's growth" said Yves Poiré Co-founder & CEO, Optable. "Our platform allows publishers such as Quebecor to take control of their own data in a way that maintains the trust of users, while still accomplishing advertising goals, without relying on a third party's data source."
Optable is a SaaS data connectivity platform designed for the advertising ecosystem in the age of privacy. Inspired by the radical transformation in how data is governed, connected, and used, Optable was built by veterans of the ad tech industry to address the need for a new generation of privacy-preserving data connectivity software. Leveraging cryptographic technology, Optable is the only clean room solution that offers a decentralized, "headless" approach to enabling advertisers, publishers, data companies, and other partners to safely and securely compare and leverage audience data.
Quebecor, a Canadian leader in telecommunications, entertainment, news media and culture, is one of the best-performing integrated communications companies in the industry. Driven by their determination to deliver the best possible customer experience, all of Quebecor's subsidiaries and brands are differentiated by their high-quality, multiplatform, convergent products and services.