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

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.

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Customer of the Year Breakthrough Award (Latin America) – Mac Construtora e Incorporadora (MAC), a leader in construction and development in São Paulo, is recognized for the creative use of SugarCRM in the dynamic real estate market. Technology adoption significantly improved lead management and customer engagement, enhancing marketing approaches and project sales, resulting in a substantial increase in sales, ranging from 50 to 94 percent of its real estate agency. This has led to MAC substantially reducing its dependence on partnering with other real estate agencies. Customer of the Year Breakthrough Award (North America) – Alto-Shaam, providing foodservice equipment solutions to more than 90 countries globally, is recognized for use of SugarCRM to significantly enhance opportunity close rates by 61 percent while achieving up to 600 hours of time savings in marketing and sales efforts to forecast customer needs. The integration of Sugar Sell with Sugar Market has streamlined key processes, improved lead management, and enhanced operational efficiency and global communication. ISV Technology Partnership Breakthrough Award – FSIoffice, a leading independent office supply company, together with sales-i, are recognized for transforming FSIoffice’s CRM strategy from data repository to sales powerhouse, with 40 percent improved sales efficiency. Supported by Sugar partner CRM International, FSIoffice is driving remarkable revenue growth and enhancing customer engagement with Sugar Sell Premier and sales-i for predictive business-to-business sales intelligence. Reseller Technology Partnership Breakthrough Award – The Joint Corp., the nation’s largest provider of chiropractic care through The Joint Chiropractic® network, in partnership with Sugar partner Faye, are recognized for driving significant improvements in healthcare operations after transitioning to SugarCRM and Amazon Web Services, with a 40 percent increase in web transaction speed. This transformation allowed The Joint to focus on integrating AI to elevate SugarCRM from a functional tool to a strategic platform for competitive differentiation in the chiropractic care sector. Judges’ Choice Award – RTCR, the public transit provider in La Rochelle, France, operating under the Yélo brand, is recognized for significantly enhancing customer service with Sugar Serve, with implementation support by Sugar partner Synolia. The deployment has led to a minimum three percent increase in customer satisfaction and streamlined complaint management, saving agents’ time by 50 percent through improved response structuring. “We’re pleased to announce the winners of the 2024 SugarCRM Customer Breakthrough Awards,” said Chris Pennington, Chief Customer Officer, SugarCRM. “These customers and partners are recognized for excellence and innovation in letting Sugar’s AI-driven CRM platform do the work to make the hard things easier for sales, marketing and service professionals, and for driving breakthrough success and exceptional customer experiences.” About SugarCRM SugarCRM is a CRM software that helps marketing, sales, and service teams reach peak efficiency through better automation, data, and intelligence so they can achieve a real-time, reliable view of each customer. Sugar’s platform provides leading technology in the sales automation, marketing automation, and customer service fields with one goal in mind: to make the hard things easier. Thousands of companies in over 120 countries rely on Sugar by letting the platform do the work. Headquartered in the San Francisco Bay Area, Sugar is backed by Accel-KKR.

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Ad Tech and Martech, Advertiser Platforms

Jasper Expands by Acquiring Image Platform Clipdrop from Stability AI

PR Newswire | February 23, 2024

Jasper, one of the world's biggest generative AI app companies, has announced that it has reached an agreement to acquire Clipdrop, an AI image creation and editing platform, from Stability AI. This acquisition signifies a significant step forward in Jasper's capacity to deliver the most comprehensive, multimodal copilot for enterprise marketing teams. Clipdrop is an image creation and editing platform used by millions of creative designers and brands worldwide. Founded in 2020 by Google alumni Cyril Diagne, Damien Henry, and Jonathan Blanchet, Clipdrop enables users to edit existing images, create new ones, and develop an expansive number of variations in size, detail, and style. For marketers and brand leaders, this technology can be a catalyst for accelerating their ad strategies and developing on-brand creative. "Marketing is visual," said Timothy Young, CEO of Jasper. "The addition of Clipdrop to Jasper will advance our vision to be the most comprehensive end-to-end marketing copilot in the industry, powering all the formats, channels, and functions enterprise marketing teams need. A copilot this robust will enable the enterprises we serve to go beyond simple AI prompts to achieve more personalized marketing, better informed automation, and improved optimization across their entire strategy." The Clipdrop team will join Jasper effective immediately and continue to lead research and innovation on multimodality in Jasper from their headquarters in Paris, which has become a hub of AI innovation in Europe. With this acquisition, Jasper expands its footprint to Europe and plans to continue to invest there from both a talent and customer acquisition standpoint. The company is eager to contribute to Paris's vibrant AI community. "Jasper has been a valued partner, leveraging Stability AI models for many years," said Emad Mostaque, CEO of Stability AI. "We're thrilled to see Clipdrop expand their offering by joining forces with Jasper. We will continue to partner with Clipdrop on research and deliver our cutting-edge models to their platform." "We are excited about what Clipdrop technology can do inside Jasper's copilot for marketing teams," said Damien Henry, Clipdrop co-founder. "There are natural synergies between the two companies and a clear focus on creating the best multimodal platform for marketers. We can't wait to get started." In addition to leading further development of AI-assisted image creation and editing, Damien Henry will play a larger leadership role in research and innovation for the entire Jasper product. The acquisition of Clipdrop closed on February 20, 2024. Business customers will be able to access it through the Jasper API immediately, over time the functionality will be more deeply integrated into the copilot. Individuals can still purchase Clipdrop as a standalone product via Clipdrop.co

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Advertiser Platforms

Stagwell (STGW) and MNTN Partner to Forge a Unified Performance Marketing Ecosystem for Brands

PR Newswire | January 12, 2024

Stagwell (NASDAQ: STGW), the challenger network built to transform marketing, is partnering with connected TV (CTV) advertising leader MNTN to broaden the market of performance advertising for brands. With the partnership, brands will now have access to a comprehensive set of buying solutions that combine the best of MNTN's Performance TV platform with Stagwell Marketing Cloud products, providing added streaming, performance PR and performance influencer capabilities in a one-stop shop. Stagwell and MNTN's strategic partnership allows for a more unified approach to brand and performance media, offering brands access to advanced technologies and a comprehensive suite of tools enabling brand campaigns on television to now seamlessly coexist with other digital channels. "For too long, brand and performance media have battled to co-exist in an industry that worships creative ideas and measurable metrics separately," said MNTN President and CEO Mark Douglas. "Now Stagwell's performance-focused clients can see their brand campaigns at work through MNTN Performance TV and not only qualify but quantify results of traditionally less measurable media." "Stagwell believes all media is performance media, and our partnership with MNTN is our next step in creating an integrated ecosystem of technology and media solutions that enable speed to market, improved outcomes, and ultimately, scaled brand performance for clients," said Stagwell Chairman and CEO Mark Penn. "In combination with SMC tools, including social, streaming, and PR capabilities, brands can now attach metrics to their big marketing ideas in a granular way." Meeting Client Demands The partnership between Stagwell and MNTN Performance TV addresses the growing importance of performance advertising for modern brands, offering a comprehensive suite of buying solutions that feature cutting-edge targeting, measurement, and automated optimization technology. The collaboration introduces an innovative approach to television advertising, offering brands metrics that matter together – reach and revenue. Expanded Toolset MNTN clients will now benefit from an enhanced suite of tools, incorporating products from the Stagwell Marketing Cloud. This includes: PRophet, a generative and predictive AI platform for PR professionals Koalifyed, an influencer discovery and campaign management platform ReachTV, the largest streaming television network targeting travelers in airports Together, Stagwell and MNTN aim to meet the evolving needs of modern brands in a performance-driven landscape. Stay tuned for insights from Stagwell's Mark Penn and MNTN's Mark Douglas at CES next week, where they will discuss the power of this collaboration. Brands and/or journalists interested in connecting on the ground should contact ces2024@stagwellglobal.com for more information. About MNTN MNTN is the Hardest Working Software in TV, bringing unrivaled performance and simplicity to Connected TV advertising. Our self-serve technology makes running TV ads as easy as search and social and helps brands drive measurable conversions, revenue, site visits, and more. MNTN is one of Fast Company's Most Innovative Companies of 2023 and was recently named one of the Next Big Things in Tech for its upcoming VIVA creative suite. For more information, please visit https://mountain.com/. About Stagwell Stagwell (NASDAQ: STGW) is the challenger network built to transform marketing. We deliver scaled creative performance for the world's most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our 13,000+ specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com.

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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...

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