MOBILE ADVERTISING

Customer Centricity Defines Procter & Gamble’s Advertising, E-Commerce, and Digital Content Strategy

Procter & Gamble | July 12, 2021

It is an understatement to suggest that Australians' shopping habits have fundamentally changed in the last year. Cartology, a subsidiary of Woolworths Group, collaborated with FMCG research firm Advantage Group to survey 40 of Australia's FMCG leaders about the changing environment of customer needs and engagement. Their resounding response was that digital is the new front door of a retail company, and the new world is one driven by the customer. Woolworths' insights support this as well.

Woolworths, Cartology, and brands will explore how the industry responds to a year of customer transformation in a three-part series.

Zulfiqar Mahar, vice president marketing for P&G Australia and New Zealand, says that the fast-moving consumer goods business has seen massive shifts in customer behavior over the last year, with many of those habits and routines here to stay. The shift to digital platforms in the way consumers search for, engage with, and purchase brands have been a recurring topic among Australian shoppers.

Mahar's main takeaway is that customer-centricity is even more important in times of uncertainty and change.

P&G has adapted to seismic changing consumer behavior by reinventing how it builds brands. For example, consumers today see ten times as many advertising messages as they did a decade ago. Thus P&G needed to rethink advertising, including making messages more impactful and with less clutter.

P&G's ability to bring content to life in digital environments and beyond has never been more essential in this context. P&G wants to expand the amount of pull-based content it wants customers to engage with, and that content must be personalized to the context and media platform for each consumer group. According to Mahar, P&G's successful examples of this approach include Gillette Direct, the Oral B AI app, and the Olay Skin Advisor, which offer the company more direct, one-on-one engagement with consumers.

In addition, the way messages are conveyed via media platforms has been reinvented to provide mass reach with targeted precision - no easy accomplishment for a company whose goods are used by 95% of the population; it is a case of effectively conveying a message with regularity while avoiding wastage.

Personalization is also important since customers want brands to interact with them directly, but there is a need to avoid being too familiar, according to Mahar.

Key trends have also influenced P&G's marketing approach in digital adoption and usage. As customers gain confidence in shopping online, they seek products to buy and depend on the views of other product users. P&G aims to integrate search across many platforms, including stores, to answer all of the questions customers have about brands, providing a seamless experience that is also more efficient.

P&G is also attempting to increase efficiency and effectiveness in digital media and advertising spending in e-commerce by matching content with context to maximize relevance and attention.

All of P&G's marketing, advertising, and digital strategy changes are viewed through the critical lens of customer-centricity.

Spotlight

Over the university started the first startup and start exploring the web and social opportunities. In 2013 met Marco Corradino, co-founder of what is now Lastminute.com Group, which decided to fund a startup idea. Today, less than three years from that meeting, the startup is called Smallfish.com and offers the market a revolutionary content marketing platform employed by brands such as Microsoft, Illy, EXPO and Baume & Mercier.


Other News
AD NETWORKS

Nextech Successfully Launches its Ad Network Featuring Augmented Reality Capabilities on its Virtual Events Properties

Business Wire | March 02, 2021

Nextech AR Solutions (“Nextech'' or the “Company”) (OTCQB: NEXCF) (NEO: NTAR.NE) (CSE: NTAR) (FSE: N29), a diversified leading provider of virtual and augmented reality (AR) experience technologies and services for eCommerce, education, advertising, conferences, and events, is pleased to announce the launch of its Ad Network. The Ad Network generated very positive results at recently held virtual and hybrid events for Repticon who puts on 100 events annually and the North Carolina Association of Zoning Officials (NCAZO) Annual Conference. The company is utilizing its owned and operated virtual event platforms audience which hosts thousands of specialized events allowing for targeted ads similar to Facebook; serving up high value ads based on people's interests, behaviors, location, and demographics. With the launch of the AR Ad Network, Nextech is now uniquely positioned as an end-to-end technology solutions provider for its enterprise customers who include: Amazon, Viacom, Johnson and Johnson, Bell Canada, UNESCO, Dell Technologies, Luxottica, Vulcan Inc, TEDx, Grundfos, and Arch Insurance and others. Nextech ads are built to be native, immersive, and engaging, appealing to both global brands and local businesses with maximum ROI from pre-event targeting, during event and post event. Conversion rates for augmented reality advertising has been reported as high as 25% which is 10X higher than a typical ad as it’s much more immersive than standard digital advertising, it's interactive and evokes emotion. The price for an AR ad varies depending on its quality, while a simple AR ad can cost around $5,000 to develop, a sophisticated AR campaign with eye-catching graphics could cost $100,000. Because the company will not only run the ads but also create the AR ad experience. The Ad Network creates a significant new engine of growth for Nextech AR. The Ad Network enhances Nextech’s analytics capabilities to gather big data of online and offline attendees behaviour. By serving up highly customized and relevant ads that are non-intrusive and feel organic to the virtual events, the company can easily track and measure purchase data, demonstrating the full impact of these advertising programs. The most valuable and highest-performing set of impressions can be found at virtual and hybrid events attended by individuals from targeted industry, trade, and business segments. Nextech has the ability to reach the right customers with the right ads, driving higher click-through and conversion rates. For instance, at a dental convention Colgate would have a captive audience or at a Repticon event a captive audience of reptile enthusiasts could be reached by Petco. Advertisers and event sponsors are highly interested and continue investing in Nextech’s platform because it provides a closed loop attribution and a clean line of sight into high purchasing power and decision-making individuals, making it easy to track higher ROI. Nextech’s private marketplace of targeted audiences in its virtual and hybrid experience platform are a unique attraction for marketers and advertisers who otherwise would find it difficult to reach these groups online and offline. To that end, Nextech is excited and ready to run thousands of hybrid, virtual and in-person events on its virtual and hybrid experience platform in 2021 and beyond. Many of which will utilize the Ad Network, creating an enormous opportunity to generate revenue for the Company’s customers, ecosystem, and the Company itself, driving shareholder value.

Read More

AD TECH AND MARTECH

Baidu Global’s AI-Integrated Marketing Platform MediaGo to Include New Offerings Powered by Xandr

MediaGo, Baidu Global, Xandr | March 11, 2022

Baidu Global today announced that its AI-integrated marketing platform MediaGo has entered into a strategic collaboration with Xandr, a data-enabled technology ad platform. Through this integration, MediaGo’s global advertisers, marketers and brands now have access to premium, brand-safe display and native ad inventory from Xandr’s marketplace, with video formats on the roadmap. Initially available via Xandr’s Monetize SSP publishers in the U.S., the relationship will expand in the coming months to include premium publisher inventory across Europe, Asia-Pacific, Latin America, Australia and New Zealand. “At MediaGo, we continually focus on improving our advertisers’ ad performance by helping them reach high value, large scale and audience focused inventory across the open internet, further enhancing their ability to reach higher ROI and better marketing results,” said Elaine Hu, Head of U.S. Strategy and Partnership at Baidu’s Global Business Unit. “At MediaGo, we continually focus on improving our advertisers’ ad performance by helping them reach high value, large scale and audience focused inventory across the open internet, further enhancing their ability to reach higher ROI and better marketing results,” said Elaine Hu, Head of U.S. Strategy and Partnership at Baidu’s Global Business Unit. “To further this goal, we are excited to partner with Xandr across international markets, broadening the opportunities for our full funnel marketers to reach the right audiences, across different touch points.” “Further deepening our commitment to driving results for both advertisers and content creators, we are delighted to partner with Baidu and bring the best of Xandr’s technology to MediaGo,” said Sze How Chan, associate director, market development, Xandr. About MediaGo MediaGo is a global AI-integrated marketing platform under the Baidu Global brand that helps clients to rapidly expand into the global market and enhance international influence. Available to customers in East Asia, Southeast Asia, the Middle East, Europe and North America, MediaGo provides cross-media integrated marketing solutions, including programmatic advertising, advertising reselling and AI-backed recommendations to more than 10,000 companies. MediaGo is committed to building an AI advertising engine that leverages media context to achieve precision marketing in the modern era. About Baidu Global Baidu Global is the international AI business growth engine under the Baidu brand, providing global users with intelligent Internet services in multiple scenarios. Baidu Global covers more than 200 countries and regions around the world. With its strong localized operation capabilities, Baidu Global integrates global high-quality resources and offers a powerful engine that helps partners achieve rapid growth. About Xandr A business unit within AT&T, Xandr powers a global marketplace for premium advertising. Our data-enabled technology platform, encompassing Xandr Invest, Xandr Monetize and Xandr Curate, optimizes return on investment for both buyers and sellers. For more than 143 years, AT&T has used data and technology to inform and improve the consumer experience.

Read More

DISPLAY ADVERTISING

Aniview Renews Partnership with HUMAN to Continue Safeguarding Its Video Ad Platform From Sophisticated Bot Attacks

Aniview, HUMAN | March 09, 2022

Aniview (https://www.aniview.com/), a global video technology company playing a central role in delivering digital advertising for publishers, and HUMAN (https://www.humansecurity.com/) Security Inc., a global leader in collective protection against sophisticated bot attacks and fraud, renew their partnership to help Aniview protect its customers’ inventory from sophisticated automated cybersecurity risks. This further strengthens the two companies’ partnership, empowering publishers and advertising networks on the Aniview platform continued access to HUMAN’s MediaGuard advertising fraud product. Twenty-twenty-one was a tumultuous year (https://www.securitymagazine.com/articles/96496-ddos-attacks-and-botnets-in-2021-mozi-takedowns-and-high-frequency-attacks-reshape-the-threat-landscape) for botnet attacks, with PARETO (https://www.humansecurity.com/newsroom/human-formerly-white-ops-together-with-newly-formed-human-collective-and-industry-leaders-google-roku-announces-discovery-and-disruption-of-pareto-ctv-botnet), a highly sophisticated fraud operation, amassing an army of nearly one million bots to target CTV ad-ecosystems via mobile apps. The botnet used dozens of mobile apps to impersonate or spoof more than 6,000 CTV apps, accounting for an average of 650 million ad requests every day. PARETO used sophisticated techniques to hide its identity across the ecosystem, but was ultimately discovered and disrupted by HUMAN and the Human Collective in April 2021. By renewing its partnership with HUMAN, Aniview is able to successfully identify and further eliminate threats of this nature from within its platform. The successful exposure of PARETO was enabled by Aniview’s dedicated approach to implementing HUMAN’s guidance, including adopting all industry anti-fraud standards across their platform and installing a dedicated quality leader. It has also better prepared Aniview and its customers for further cybersecurity challenges for the road ahead, placing it on stronger footing for the next generation of ad fraud attacks from bad actors. “We’re incredibly pleased to continue our successful relationship with HUMAN,” says Alon Carmel, CEO of Aniview. “We’re incredibly pleased to continue our successful relationship with HUMAN,” says Alon Carmel, CEO of Aniview. “The unearthing of PARETO was a great indicator of the work we’ve achieved together in mitigating such attacks, and our partnership will no doubt mature even further in the coming years.” “Aniview has demonstrated how best to be successful in the wake of an ever-evolving digital ad fraud adversary,” says Alessandro Pireno, Vice President of Product for MediaGuard at HUMAN. “Their approach in light of the PARETO takedown is a blueprint for how the industry needs to collaborate in the fight against ad fraud. They were decisive and dedicated while leveraging the collective knowledge in adopting industry standards to defeat this sophisticated threat.“ Today, HUMAN verifies the humanity of more than 15 trillion digital interactions per week, offering enterprises a platform with unmatched visibility into fraudulent activity across the internet. HUMAN achieves this scale through its continued expansion in cybersecurity, now offering a suite of products to protect the complete digital customer journey: BotGuard for Applications, BotGuard for Growth Marketing, MediaGuard, Bot Insights Services. With new partners and enterprises now able to leverage the Human Verification Engine™, comes an even deeper understanding of the cybercrime landscape. This enables HUMAN to adapt continuously, staying ahead of adversaries and offering their clients collective protection against threat models they have yet to encounter. HUMAN and MediaGuard are registered trademarks of HUMAN Security, Inc. About Aniview Aniview is a global video technology company whose platform is playing an increasingly central role in delivering efficient and effective video advertising across the open web. The company’s end-to-end solutions are highly flexible and transparent, and they operate on desktop, mobile, inApp, connected TV and over-the-top formats. Aniview’s patented video player technology, high-performance ad server and video marketplace provide flawless video delivery to over 200,000 publishers worldwide and power many of the world’s largest web publishing groups. Founded in 2013, Aniview now delivers, on average, 25 billion ad impressions per month. For more information, visit https://www.Aniview.com. About HUMAN HUMAN is a cybersecurity company that safeguards enterprises and internet platforms from sophisticated bot attacks and fraud to keep digital experiences human. Our modern defense strategy enables internet-class scale and observability, superior detection techniques and hacker intelligence & takedowns empowering us to defeat your attackers, improving the digital experience for real humans. Today we verify the humanity of more than 15 trillion interactions per week for some of the largest companies and internet platforms. Protect your digital business with HUMAN. To Know Who’s Real, visit www.humansecurity.com.

Read More

DISPLAY ADVERTISING

BidMind Partners with CatapultX to Enhance Contextual Advertising in a Cookie-Free Future

BidMind, CatapultX | March 14, 2022

BidMind, an omnichannel programmatic advertising platform, has announced a partnership with CatapultX, the creator of the first and only AI-powered On-Stream™ video advertising and monetisation platform. BidMind will use CatapultX’s technological solutions to further improve its programmatic advertising services. Through cooperation, BidMind will receive access to CatapultX’s inventory enhanced by contextual AI, which optimises the relevance of ad placements and subsequently boosts the advertising’s impact. This will broaden BidMind’s existing contextual targeting and provide their clients with the opportunity to win customers. The importance of contextual targeting in advertising increases following the demise of third-party cookie support. Through big data and AI, marketers are aiming to boost precision and personalisation by utilising automatic content recognition technology, which enables devices to collect and analyse digital fingerprints by comparing displayed content with existing datasets to adjust ads according to context. For advertisers, it means that, with AI-based contextual targeting, they are much more likely to advertise not only to the right people, but also to do that in the best moment possible, to grab the attention of consumers and stimulate decision making. “With contextual targeting tools, aligning messages with certain users and making ads less intrusive will become simpler by a considerable margin,” says Reid Mitnick, director of sales at BidMind. “The partnership with CatapultX will enhance BidMind’s semantic advertising offerings. This is an important step to help our advertisers reach their audiences when Google finalises the end of third-party cookies next year.” “We are delighted to partner with BidMind and offer their clients CatapultX’s premium inventory and contextual algorithms for greater advertising opportunities,” says James Altschuler, co-founder and COO of CatapultX. “We are delighted to partner with BidMind and offer their clients CatapultX’s premium inventory and contextual algorithms for greater advertising opportunities,” says James Altschuler, co-founder and COO of CatapultX. “This partnership will bring advantageous and rewarding results for us and BidMind’s clients.”

Read More

Spotlight

Over the university started the first startup and start exploring the web and social opportunities. In 2013 met Marco Corradino, co-founder of what is now Lastminute.com Group, which decided to fund a startup idea. Today, less than three years from that meeting, the startup is called Smallfish.com and offers the market a revolutionary content marketing platform employed by brands such as Microsoft, Illy, EXPO and Baume & Mercier.

Resources