'We’ll start to see marketers tap intelligent tools to target consumers without the need for personal identifiers' says LoopMe's Sarah Rew

Media 7 | March 15, 2022

marketers tap intelligent tools
Sarah Rew, Senior Director, Global Marketing at LoopMe elaborates on the importance of measuring campaign performance, LoopMe's innovative use of AI and ML and how high technologies are changing the AdTech marketplace in her latest interview with Media 7.

Combined with the data insights gathered through machine learning, we are able to identify appropriate audiences, as well as offer real-time campaign insights

MEDIA 7: Thank you so much for doing this with us! Before we dig in, our readers would love to learn a bit more about you. Can you tell us a story about what brought you to this specific career path?
SARAH REW:
Thank you for having me! My interest in PR and marketing was actually sparked by one of my university professors. While reading Classical Civilisation and Psychology at the University of Manchester, my lecturer suggested that PR could be a good fit for me, which prompted me to attend an “Institute for Public Relations” day to learn more about the industry. The emphasis on storytelling really excited me and I was keen to help shape a brand’s identity through the power of communication. After completing two work experience placements in financial PR, I went travelling for a year, visiting Singapore, Australia, New Zealand, Fiji, the Cook Islands, Tahiti, Los Angeles and San Francisco. This was a formative experience, teaching me independence and resilience, which I have taken with me throughout my career. When I returned to the UK, I started working at VisitBritain in the Strategic Communications department, helping to organize product familiarization trips for trade buyers and journalists. I’ve since worked for Toluna, YuMe, and Flashtalking, then I joined LoopMe as International Marketing Director in 2019, before being promoted to Senior Director, Global Marketing. Now, I manage the UK marketing team, deliver global marketing plans, and create LoopMe’s insights and research reports.

M7: Recently, Mayfair Equity Partners announced their plan to acquire a majority stake in LoopMe. What major changes will this deal bring to the table for your clients and customers?
SR:
We’re excited to have the support of Mayfair and the opportunities that it brings. Not only will it bolster LoopMe’s ability to develop innovative new products, but it will also help accelerate our growth in core markets, such as the US and EMEA. In addition, we will be expanding further internationally, particularly within the APAC region.

Read More: 'Make the customer the hero,' says Chris Kim, Director of Social Media at Airtable


While measuring campaign performance will be just as important, not many companies have succeeded in finding efficient and dynamic measurement tools

M7: LoopMe has transformed the mobile advertising sector through the innovative use of AI and ML. What distinguishes your products in today's consumer experience-driven industry?
SR:
One of LoopMe’s major selling points is our use of artificial intelligence, allowing businesses to optimize their campaigns in real-time and deliver relevant ads to consumers. This also means that businesses can base their marketing decisions on empirical data rather than outdated proxy metrics. LoopMe’s AI creates a predictive model of consumers that are more likely to take an action -- this is based on hundreds of attributes. We then serve ads to those consumers which are most likely to convert, a decision that’s made in real-time on each ad request. LoopMe conducts regular surveys and research to determine consumers’ attitudes, behaviours and opinions. This gives us an edge in terms of relevancy because, combined with the data insights gathered through machine learning, we are able to identify appropriate audiences, as well as offer real-time campaign insights to boost our clients’ measurable uplift.


 

M7: What are your predictions on AI-led technologies changing the AdTech marketplace in the coming years?
SR:
The digital marketing space has always been fast-moving, but it’s been especially turbulent over the past few years with ongoing privacy changes and the race to find cookieless targeting solutions. While measuring campaign performance will be just as important, not many companies have succeeded in finding efficient and dynamic measurement tools. Going forward, this will become a bigger priority in the ad tech world and marketers will move away from proxy metrics, such as clicks, in favour of AI-based solutions. With privacy regulations more stringent than ever, we’ll also start to see marketers tap intelligent tools to target consumers without the need for personal identifiers. For example, predictive modelling maximizes privacy-compliant first-party data by pairing it with third-party insights. This allows advertisers to identify relevant audiences based on their behaviours and therefore tailor ads and recommendations to the right audiences at the right time.

Read More: Panzura's Glen Shok predicts a future with self-learning AI algorithms that can make networks more efficient


The industry is so wide-ranging that it’s important to explore different specialisms until you find the one you love

M7: What is your approach to market research, both customer and competitor focused, in the data-driven advertising industry?
SR:
It’s always been fundamentally important to us to conduct our own in-flight research. This allows us to identify key consumer trends and help clients better inform their advertising strategies. Data-driven, real-time consumer insights are a part of our day to day strategy and our PurchaseLoop product helps us unlock these. PurchaseLoop uses artificial intelligence to optimize media investments against marketing goals -- from impacting how people feel about a brand to what they do after they have been exposed to their ad. We also keep an eye on industry research updates, such as the UK’s IPA Bellwether Report, which helps benchmark how the industry is performing — and is predicted to perform – over the coming months.

M7: What is your advice to young professionals trying to pave their way into Marketing?
SR:
It’s not always about having the most experience, although securing some mentorship in your early years will give you a strong foundation. If you’re driven and enthusiastic, you can quickly learn the ropes, and, most importantly, if you believe in yourself you can achieve anything. The industry is so wide-ranging that it’s important to explore different specialisms until you find the one you love. This will help you consolidate your wider industry knowledge and enter new areas with a fresh perspective. I have personally moved through different areas of marketing before settling in ad tech and it has given me many transferable skills. Networking events are also invaluable ways to learn more about the industry and make important connections that could influence your future career.

ABOUT LOOPME

LoopMe, a leading outcomes-based platform closes the loop on digital advertising. By leveraging AI to optimize media delivery in real-time, they drive measurable uplift for business outcomes and more effective advertising across online and offline marketing goals, including brand lift, purchase intent, consideration, foot traffic and sales.

LoopMe was founded in 2012 with the mission to create better consumer experiences through innovation, powered by data, to bring people and brands together. The Company is headquartered in the UK, with global offices across New York, Boston, Atlanta, Chicago, Detroit, San Francisco, Los Angeles, Toronto, Singapore, Dnipro (Ukraine), Japan and Hong Kong.

More THOUGHT LEADERS

Q&A with Jonas Hagströmer Theodorsson, Co-owner and Global business developer Ecommerce at Keywordio and AdHelp.io

Media 7 | September 30, 2021

Jonas Hagströmer Theodorsson, Co-owner, Global business developer Ecommerce at Keywordio and AdHelp.io, is a frequent speaker @Google, Stockholm School of Economics and IHM Business School on topics related to growth for global e-commerce companies. Jonas joined Keywordio because he loves working with extraordinary e-commerce clients in a global environment where the combination of digital talent and AI is the only way to beat the competition....

Read More

People now just want news that's true, says Ivar Krustok, Head of Data Science and IT at Ekspress Meedia

Media 7 | November 16, 2021

We had the opportunity to speak with Ivar Krustok, Head of Data Science and IT at Ekspress Meedia, who gave us an interesting insight into the world of advertising powered by data and technology. Read on to find out what makes good advertisements in the current consumer landscape....

Read More

IAS's Agency Development Director Peter Angelis, reveals the best practices about Marketing and Advertising

Media 7 | November 10, 2021

Peter Angelis, Agency Development Director, Integral Ad Science elaborates on the recently launched - New IAS Signal Reporting Platform, and their MRC-accredited Quality Impression™ metric. Read on to know more about how IAS tackles the competition in the industry....

Read More

Q&A with Jonas Hagströmer Theodorsson, Co-owner and Global business developer Ecommerce at Keywordio and AdHelp.io

Media 7 | September 30, 2021

Jonas Hagströmer Theodorsson, Co-owner, Global business developer Ecommerce at Keywordio and AdHelp.io, is a frequent speaker @Google, Stockholm School of Economics and IHM Business School on topics related to growth for global e-commerce companies. Jonas joined Keywordio because he loves working with extraordinary e-commerce clients in a global environment where the combination of digital talent and AI is the only way to beat the competition....

Read More

People now just want news that's true, says Ivar Krustok, Head of Data Science and IT at Ekspress Meedia

Media 7 | November 16, 2021

We had the opportunity to speak with Ivar Krustok, Head of Data Science and IT at Ekspress Meedia, who gave us an interesting insight into the world of advertising powered by data and technology. Read on to find out what makes good advertisements in the current consumer landscape....

Read More

IAS's Agency Development Director Peter Angelis, reveals the best practices about Marketing and Advertising

Media 7 | November 10, 2021

Peter Angelis, Agency Development Director, Integral Ad Science elaborates on the recently launched - New IAS Signal Reporting Platform, and their MRC-accredited Quality Impression™ metric. Read on to know more about how IAS tackles the competition in the industry....

Read More

Related News

ADVERTISER CAMPAIGN MANAGEMENT

Marin Software Integrates Yahoo Platform to Enhance Programmatic Ad Campaign

Marin Software | February 06, 2023

Marin Software has recently announced its integration with Yahoo's platform to enhance its ad campaign optimization and purchase for advertisers, offering Yahoo DSP campaigns inside its MarinOne platform. This integration will make it easier for advertisers to measure, manage, and optimize channel campaigns in one place. Yahoo's demand-side platform (DSP) offers access to premium inventory from the industry's top publishers, ad exchanges, supply-side platforms (SSP), and Yahoo's SSP authorizing advertisers for programmatic advertising. So, brands can learn what customers want and reach them on their preferred device and medium, such as mobile, desktop, digital platforms, out-of-home, connected TV, video, and immersive experiences. CEO of Marin Software, Chris Lien, said, "We are excited to renew our partnership with Yahoo and continue providing our customers with best-in-class advertising solutions that enable them to reach their target audiences more efficiently and effectively than ever before." He added, "Our goal is always to provide brands and their agencies with industry-leading technology to manage and optimize their digital marketing programmes on a single platform and give them a competitive edge in today's digital marketplace. Working closely with Yahoo, we will be able to jointly develop even more innovative products that deliver on this goal." (Source – Business Wire) About Marin Software Marine Software, one of the leading software development companies, is focused on authorizing digital agencies and advertisers for optimization, enhanced efficiency, and transparency of paid marketing programs. MarinOne is a unified software as a service (SaaS) advertising management platform of Marin Software that offers advertising optimization for search, social, and eCommerce programs to convert audiences into valued customers, enhance finances, and help digital marketers make better decisions. Its MarineOne Budget Optimizer maximizes the return on investment from advertising. In addition, it automates key workflows to save time and relieve the team's workload, allowing them to focus more on advertising strategies.

Read More

AD NETWORKS

Broadsign Collaboration Strengthens StackAdapt’s Programmatic DOOH Offering

Broadsign, StackAdapt | January 31, 2023

As demand for out-of-home (OOH) advertising continues to rise, StackAdapt, announced a collaboration with Broadsign that enables agencies and brands to access new OOH advertising options. The advertising technology partnership expands the OOH inventory accessible on StackAdapt's multi-channel digital advertising platform, giving StackAdapt users access to premium international screens in high-traffic areas through the Broadsign supply-side platform (SSP). The combination of Broadsign's worldwide SSP with StackAdapt's multi-channel digital advertising platform allows media buyers to effortlessly include global digital out-of-home (DOOH) advertisements across roadside, retail, transport, and beyond into programmatic multi-channel campaigns. The merger of two industry-leading ad tech platforms makes it simpler for media buyers to broaden their audience reach and boost engagement across additional digital channels. It also provides StackAdapt users with opportunities to increase brand exposure and interact more effectively with global audiences. Senior Director of Inventory, StackAdapt, Lina Wangfang, said, “Demand for out-of-home advertising has risen sharply in recent years and continues to grow as more marketers double down on brand-building investments amidst the current economic climate.” She added, “Our collaboration with Broadsign significantly expands the available programmatic out-of-home inventory on our multi-channel platform for agencies who may not have previously considered the medium. Out-of-home plays well with mobile, social, and CTV, and we expect this integration will help drive new growth here at StackAdapt, and fuel the continued evolution of multi-channel.” (Source – ExchangeWire) VP of global media sales at Broadsign, John Dolan, said, “Programmatic is the future of out-of-home, and our latest integration with StackAdapt will drive new attention to the medium to help spur the growth of out-of-home and multi-channel.” He explained, “We’re thrilled to team with StackAdapt to bring more media buyers, including midsize agencies, access to a medium that’s proven to boost brand awareness and online activation. We look forward to building on our partnership with StackAdapt.” (Source – ExchangeWire) About Broadsign Broadsign enables publishers, agencies, and brands to interact with global audiences through the power of out-of-home advertising. Itpowers over 425,000 signs on motorways, airports, retail malls, health clinics, and transport systems and is at the center of people's lives. The Broadsign platform assists publishers in managing their business operations more effectively while also facilitating the booking of OOH campaigns by brands and agencies. In addition, the platform offers capabilities for content delivery, playback and proof of performance, availability of sales inventory and proposal development, automated programmatic DOOH transactions, and OOH business operations.

Read More

ADVERTISER CAMPAIGN MANAGEMENT

Applovin Releases Its Creative Trends Report 2023 of Mobile Ad Trends

AppLovin | February 03, 2023

One of the most popular mobile marketing and monetization platforms, AppLovin, has recently released its Creative Trends Report 2023, which lists the best performance-driven mobile ad trends for the year. This report will help mobile app developers and vertical marketers come up with creative ideas for their mobile ad campaigns. To prepare this report, AppLovin’s in-house creative agency, SparkLabs, collected data from more than 200 applications, 267 installations, 22.4 billion clicks, 52.3 billion impressions, and tens of thousands of creatives in 2022 and researched the variables and influencing ideas that generated the highest return on investment (ROI), click-through rate (CTR), investor relations (IR), and return on ad spend (ROAS). The analysis shows that customization of an environment, character, or item, dramatic story narratives, real-time feedback, and voiceover messaging encourage more engagement. CMO of AppLovin, Katie Jansen, said, "Our goal with this report is to provide marketers and developers insights and inspiration for achieving increased success for mobile ad campaigns. The report is packed with proven performance-driven ad concepts that have generated significant lift for their campaigns by capturing the majority of ad spend." She added, "Putting the best creative pieces together doesn’t always guarantee a win. To ensure that your ads are consistently high-performing, you need a combination of performance-driven analysis and continuous iteration and testing to find an optimal creative strategy for your app." (Source – Business Wire) About AppLovin Headquartered in Palo Alto, California, AppLovin provides business insights, marketing technologies, full-stack solutions, user acquisition, monetization, and measurement to resolve mission-critical functions. Through its analytics and performance data, it offers creative strategies, suggests variables, and identifies key points that will optimize gaming campaigns and advertising strategies. Since 2012, it has been assisting popular applications and game studios to prosper worldwide by offering solutions to increase average revenue per daily active user (ARPDAU), ad impressions, valuable users, in-app purchases (IAP), and reach. Its products are AppDiscovery, MAX, AppLovin Exchange, SparkLabs, and Adjust.

Read More

ADVERTISER CAMPAIGN MANAGEMENT

Marin Software Integrates Yahoo Platform to Enhance Programmatic Ad Campaign

Marin Software | February 06, 2023

Marin Software has recently announced its integration with Yahoo's platform to enhance its ad campaign optimization and purchase for advertisers, offering Yahoo DSP campaigns inside its MarinOne platform. This integration will make it easier for advertisers to measure, manage, and optimize channel campaigns in one place. Yahoo's demand-side platform (DSP) offers access to premium inventory from the industry's top publishers, ad exchanges, supply-side platforms (SSP), and Yahoo's SSP authorizing advertisers for programmatic advertising. So, brands can learn what customers want and reach them on their preferred device and medium, such as mobile, desktop, digital platforms, out-of-home, connected TV, video, and immersive experiences. CEO of Marin Software, Chris Lien, said, "We are excited to renew our partnership with Yahoo and continue providing our customers with best-in-class advertising solutions that enable them to reach their target audiences more efficiently and effectively than ever before." He added, "Our goal is always to provide brands and their agencies with industry-leading technology to manage and optimize their digital marketing programmes on a single platform and give them a competitive edge in today's digital marketplace. Working closely with Yahoo, we will be able to jointly develop even more innovative products that deliver on this goal." (Source – Business Wire) About Marin Software Marine Software, one of the leading software development companies, is focused on authorizing digital agencies and advertisers for optimization, enhanced efficiency, and transparency of paid marketing programs. MarinOne is a unified software as a service (SaaS) advertising management platform of Marin Software that offers advertising optimization for search, social, and eCommerce programs to convert audiences into valued customers, enhance finances, and help digital marketers make better decisions. Its MarineOne Budget Optimizer maximizes the return on investment from advertising. In addition, it automates key workflows to save time and relieve the team's workload, allowing them to focus more on advertising strategies.

Read More

AD NETWORKS

Broadsign Collaboration Strengthens StackAdapt’s Programmatic DOOH Offering

Broadsign, StackAdapt | January 31, 2023

As demand for out-of-home (OOH) advertising continues to rise, StackAdapt, announced a collaboration with Broadsign that enables agencies and brands to access new OOH advertising options. The advertising technology partnership expands the OOH inventory accessible on StackAdapt's multi-channel digital advertising platform, giving StackAdapt users access to premium international screens in high-traffic areas through the Broadsign supply-side platform (SSP). The combination of Broadsign's worldwide SSP with StackAdapt's multi-channel digital advertising platform allows media buyers to effortlessly include global digital out-of-home (DOOH) advertisements across roadside, retail, transport, and beyond into programmatic multi-channel campaigns. The merger of two industry-leading ad tech platforms makes it simpler for media buyers to broaden their audience reach and boost engagement across additional digital channels. It also provides StackAdapt users with opportunities to increase brand exposure and interact more effectively with global audiences. Senior Director of Inventory, StackAdapt, Lina Wangfang, said, “Demand for out-of-home advertising has risen sharply in recent years and continues to grow as more marketers double down on brand-building investments amidst the current economic climate.” She added, “Our collaboration with Broadsign significantly expands the available programmatic out-of-home inventory on our multi-channel platform for agencies who may not have previously considered the medium. Out-of-home plays well with mobile, social, and CTV, and we expect this integration will help drive new growth here at StackAdapt, and fuel the continued evolution of multi-channel.” (Source – ExchangeWire) VP of global media sales at Broadsign, John Dolan, said, “Programmatic is the future of out-of-home, and our latest integration with StackAdapt will drive new attention to the medium to help spur the growth of out-of-home and multi-channel.” He explained, “We’re thrilled to team with StackAdapt to bring more media buyers, including midsize agencies, access to a medium that’s proven to boost brand awareness and online activation. We look forward to building on our partnership with StackAdapt.” (Source – ExchangeWire) About Broadsign Broadsign enables publishers, agencies, and brands to interact with global audiences through the power of out-of-home advertising. Itpowers over 425,000 signs on motorways, airports, retail malls, health clinics, and transport systems and is at the center of people's lives. The Broadsign platform assists publishers in managing their business operations more effectively while also facilitating the booking of OOH campaigns by brands and agencies. In addition, the platform offers capabilities for content delivery, playback and proof of performance, availability of sales inventory and proposal development, automated programmatic DOOH transactions, and OOH business operations.

Read More

ADVERTISER CAMPAIGN MANAGEMENT

Applovin Releases Its Creative Trends Report 2023 of Mobile Ad Trends

AppLovin | February 03, 2023

One of the most popular mobile marketing and monetization platforms, AppLovin, has recently released its Creative Trends Report 2023, which lists the best performance-driven mobile ad trends for the year. This report will help mobile app developers and vertical marketers come up with creative ideas for their mobile ad campaigns. To prepare this report, AppLovin’s in-house creative agency, SparkLabs, collected data from more than 200 applications, 267 installations, 22.4 billion clicks, 52.3 billion impressions, and tens of thousands of creatives in 2022 and researched the variables and influencing ideas that generated the highest return on investment (ROI), click-through rate (CTR), investor relations (IR), and return on ad spend (ROAS). The analysis shows that customization of an environment, character, or item, dramatic story narratives, real-time feedback, and voiceover messaging encourage more engagement. CMO of AppLovin, Katie Jansen, said, "Our goal with this report is to provide marketers and developers insights and inspiration for achieving increased success for mobile ad campaigns. The report is packed with proven performance-driven ad concepts that have generated significant lift for their campaigns by capturing the majority of ad spend." She added, "Putting the best creative pieces together doesn’t always guarantee a win. To ensure that your ads are consistently high-performing, you need a combination of performance-driven analysis and continuous iteration and testing to find an optimal creative strategy for your app." (Source – Business Wire) About AppLovin Headquartered in Palo Alto, California, AppLovin provides business insights, marketing technologies, full-stack solutions, user acquisition, monetization, and measurement to resolve mission-critical functions. Through its analytics and performance data, it offers creative strategies, suggests variables, and identifies key points that will optimize gaming campaigns and advertising strategies. Since 2012, it has been assisting popular applications and game studios to prosper worldwide by offering solutions to increase average revenue per daily active user (ARPDAU), ad impressions, valuable users, in-app purchases (IAP), and reach. Its products are AppDiscovery, MAX, AppLovin Exchange, SparkLabs, and Adjust.

Read More

Spotlight

LoopMe

LoopMe, the leading outcomes-based platform, closes the loop on digital advertising. By leveraging AI to optimize media delivery in real-time, we drive measurable uplift for business outcomes and more effective advertising across online and offline marketing goals, including brand lift, purchase int...

Events

Resources