Impartner Spring ’18 Release Makes it Possible for Channel Managers to Create the Perfect Partner Experience In Real Time

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March 23, 2018

Forrester Evaluated Bpm’online among 11 of the Most Significant Cloud-Based Dynamic Case Management Vendors

bpm’online, a global business software company leading in the space of business process automation and CRM, is happy to announce that it has been recognized as a Strong Performer in The Forrester Wave: Cloud-Based Dynamic Case Management, Q1 2018 by Forrester Research, one of the most influential research and advisory firms in the world.

Forrester evaluated bpm’online among 11 of the most significant cloud-based dynamic case management vendors. The 23-criteria evaluation was grouped into three main categories: current offering, strategy and market presence.

In its report, Forrester cites that “bpm’online takes aim at customer engagement… With roots in CRM and classic BPM, it starts with the customer journey to target a consistent experience.” The report goes on to state that bpm’online “is a BPM solution that can build a customer-focused case process, with more than 150 case templates and apps available in an external community. Combined with popular social tools, native chat, and feed functions, and with some roots in unified communication, it offers a nice integration of Skype, customer communications management (CCM), ECM, and traditional dashboard analytics.”

“Combined with popular social tools, native chat, and feed functions, and with some roots in unified communication, it offers a nice integration of Skype, customer communications management (CCM), ECM, and traditional dashboard analytics.”

Also Read: Bpm’Online Recognized as a Leader in Customer Service Solutions by Forrester Research

What is more, Forrester notes that bpm’online’s case management capabilities are available in each product as they are an integral part of the bpm’online platform – an intelligent business process management and low-code platform with out-of-the-box solutions and templates.

Katherine Kostereva

Bpm’online believes companies need the agility to easily and rapidly modify existing applications and processes without deep technical skills. That’s why bpm’online developed a powerful low-code platform to accelerate ongoing transformation. Its out-of-the-box solutions, integrations, and processes accelerate implementation and integration. Bpm’online combines AI with leading UX to accelerate user adoption. It enables processes to interact across applications, automating manual processes to accelerate organizational alignment.

“I am thrilled to be rolling into 2018 with such a significant and valuable achievement! At bpm’online, we believe that next generation software should be less complex and more complete because an organization’s agility and ability to accelerate change now lies at the heart of a successful business. Bpm’online is designed to help organizations meet the demands of digitally savvy clients, stand out from competitors, and keep abreast with the accelerating world. Being recognized in such a prestigious evaluation is another big accomplishment for our team, and it encourages us to keep helping our customers conquer new peaks through industry-leading technology.” – commented Katherine Kostereva, CEO and Managing Partner at bpm’online.

Reflektive Launches Partner Program to Create More Value for Customers

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March 23, 2018

The NeuroLeadership Institute Joins as Services Partner, Providing Insights for Leadership Development and Performance Improvements Through Real-time Feedback

Reflektive, the real-time performance management cloud company, launched its new partner program on Thursday, welcoming the NeuroLeadership Institute (NLI) as one of its inaugural partners. The Reflektive Partner Program is designed to offer enhanced customer value and ROI through the combination of best-in-breed HR technology and people management best practices. NLI is a research organization that uses scientific insights to provide methodologies and frameworks that help organizations facilitate high performance.

The program, which welcomes partners that align with, expand or enhance Reflektive’s core focus on performance management solutions, will include a carefully curated selection of solution providers in three specific areas: Services, Technology Platforms, and Strategic Consulting. These relationships will enable Reflektive and its partners to engage mutual customers through support, sales, marketing, communications and training to enhance customers’ capabilities, further positioning Reflektive as a performance management transformation leader.

Also Read: Lack of Data Integration and Exec Buy-In Is Risking CX ROI

NLI has conducted pioneering research into performance management methodologies, tracking large companies’ migration away from ratings-based strategies over the past several years and identifying approaches based on brain science. For example, NLI research demonstrates that performance management systems that focus on quality conversations, effective feedback and change management work better than traditional ratings-based frameworks. NLI’s findings align with Reflektive’s focus on real-time performance management within the context of customers’ workflow.

David Rock

“Modern companies are eager to implement real-time performance management into their day-to-day workflows to become more efficient, boost business agility, and enhance employee engagement and success,” said David Rock, Founder and Director of NLI, adding, “Through our partnership with Reflektive, we’re able to offer this critical capability alongside our leading-edge human capital management solutions with complete onboarding and support to make for a seamless customer experience.”

Also Read: Scrapping Email: How Millennials are Changing Workforce Communication

Reflektive’s unique functionality enables real-time performance feedback, goal management and frequent check-ins for ongoing employee engagement, all within the context of work, seamlessly inside existing workflow tools like Gmail, Slack and Outlook. This integrated approach weaves ongoing performance management into established work processes to facilitate real-time communication between managers and employees, helping to create a culture of continuous feedback and employee development.

“Companies today need powerful solutions that bring real-time recognition and engagement to the forefront, but that also sync-up with existing workflows to add value. Now, not only do our customers get the benefit of our exceptional, highly configurable platform and outstanding support, but they also gain access to a growing ecosystem of industry-leading services and solutions to bolster their people management strategy,” said Rajeev Behera, CEO of Reflektive.

The new program will offer a variety of benefits for Reflektive customers, including access to modern, best-in-breed performance management tools and information that complements Reflektive solutions. Customers will have access to expanded technology and service solutions through partnerships within the program that combine and enhance standalone services. Customers will also benefit from the know-how of thought leaders and subject matter experts with groundbreaking research and creative solutions to improve performance management.

Verimatrix Demonstrates How the Cloud is Fundamentally Changing the Video Delivery Business at NAB Show 2018

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March 23, 2018

From Cloud Security to Real-Time Video Intelligence to a New Connected Content Marketplace, Operators Embracing the Cloud Are Best Prepared for this New World of Video

Verimatrix, a specialist in securing and enhancing revenue for network-connected devices and services, is bringing the benefits of cloud-based technology to the forefront of its solution strategy at the NAB Show 2018. Video service operators are aware of the CAPEX advantages that cloud-based solutions can offer, but may not be thinking of virtualization as a core strategy to help grow their business. As cloud technologies, workflows and experience mature across the video industry, the economic gains and enhanced functionality become difficult to ignore. During the show, Verimatrix will be illustrating how its revenue security and enhancement solutions are more powerful when delivered and managed via the cloud, ultimately enabling video service providers to be more competitive and profitable.

Tom Munro

“Several trends are happening simultaneously that are pushing this transformation of the video business,” said Tom Munro, CEO of Verimatrix, adding, “Video creation and contribution workflows are reaching critical mass in the cloud. The scalability of ABR video is proven and trusted. And now we are seeing more emphasis on operating expenditures rather than capital investments as the economics of video consumption continue to change. We are working with our customers to fulfill their needs for cloud-based video delivery and distribution while offering a comprehensive vision and roadmap to make sure they stay ahead of the evolving landscape. At NAB, we will show how all of our demonstrated solutions interoperate as a connected cloud security platform with clear benefits for operators and content owners.”

Also Read: How GlassView’s Global Connected TV Platform is Being Embraced By Advertisers

At the show, Verimatrix will be announcing significant enhancements to its Verspective Analytics solution suite, focused on providing business intelligence insights with the newly updated Verspective Intelligence software as a service (SaaS) solution. Verspective Intelligence enables video service providers to segment and monitor their subscriber base in a more granular way to more effectively address potential problems and uncover upsell opportunities in order to reduce churn and increase APRU.

The company will be showcasing its federated rights management workflow solution for distributing OTT content between content owners and video service providers. It is a secure, hierarchical distribution method with a single point of integration for operators and content owners. It streamlines security workflows with persistent encryption, policy definition and enforcement, and automated consumption reporting and analytics. Content providers are able to streamline distribution of valuable content with little incremental effort as opposed to the friction and inefficiencies that exist in today’s workflows.

Also Read: Webinar: Will your Media Company Thrive in the Over-the-Top Revolution?

In partnership with AWS Elemental, MultiRights OTT Plus will be on display to demonstrate the cloud-based workflow of the integrated multi-DRM, watermarking and analytics solution. Leveraging the Verimatrix Secure Cloud SaaS model, service providers can deploy multi-screen premium video services with confidence, with the assurance that their OTT monetization platform will adapt to changes in security regimes while continuously enhancing the user experience. This demonstration will be part of the AWS Elemental “treasure hunt” during NAB.

Verimatrix will also be featuring a demonstration of its award-winning StreamMark server-side watermarking solution for premium over-the-top (OTT) video services. Hosted in the AWS cloud, the solution is inherently DRM-agnostic and is ideally suited for adaptive bitrate streaming (ABR) protocols such as HTTP Live Streaming (HLS) and standard MPEG-DASH.

Verimatrix will be on hand to discuss its current internet of things (IoT) trial deployment of Vtegrity with the Zigbee Alliance Compliance Blockchain, which is an open platform for multiple compliance and regulatory organizations to provide machine-readable records that can be used to set access policies during device onboarding by ecosystem operators.

Recommended Read: Top 5 Cloud Services Predictions 2018

Julius Deploys AI-Driven Earned Media Value Index to Monetize Influencers

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March 23, 2018

Julius Deploys AI-Driven Earned Media Value Index to Monetize Influencers

Earned Media Value Index to Help Marketers Identify High-Performing Partners

Julius, the 100 percent vetted and curated influencer marketing solution, has expanded its dataset to include Ayzenberg’s Earned Media Value Index (EMVI). Beyond clicks and engagement metrics, brands and agencies can now leverage the Julius platform to search for, message with, and measure social influencers according to their real-world, monetary performance.

Julius now offers EMVI at no additional cost to current and potential clients.

Julius Is Partnering with Earned Media Value Index to Measure All-Round Influencer Success

As a proprietary, artificial intelligence tool based on Ayzenberg’s Soulmates.AI platform, EMVI can identify the cash value of various engagements based on their specific timing, season, product market and consumer segment. That insight is much more accurate than competing products, which simply gather an earned-to-paid equivalent estimate by blindly multiplying total engagements against current auction pricing. Instead, Julius is partnering with EMVI to measure previous success, forecast potential and report on actual results.

Developed with Ayzenberg’s proprietary artificial intelligence platform, Soulmates.AI, the Earned Media Value Index (EMVI) evaluates and applies cash values to social media and influencer marketing campaigns.

At the time of this announcement, Bryn Caruso, VP, Julius, said, “For data-driven advertisers, influencer marketing is one of the most effective advertising forums available. By implementing Ayzenberg’s EMV Index, clients can measure cash-based performance across nine social media platforms, so they can make informed decisions on everything from multichannel deployments to customizing an individual post.”

Influencer marketing has continued to explode in recent years, becoming the new staple of modern marketing programs. However, the quickly evolving nature of these campaigns has made gauging success in an objective, ROI-specific terms difficult.

Previous Behavior Impacts Ad Campaign Performance

Chris Strawser, vice president of strategy and partnerships for Ayzenberg Group, commented, “Previous behavior is always the strongest indicator of future performance. These influencers are sharing custom content with their audiences to help increase product awareness, drive sales and widen brand visibility through non-paid advertising channels. Without understanding earned media value history, brands are investing blindly.”

Currently, Julius is branded as a 100 percent vetted influencer marketing platform providing influencer search, deep discovery and outreach for leading brands and agencies, allowing them to deliver efficiency at scale. As the premier influencer marketing platform, Julius provides marketers with rich influencer data, advanced search capabilities, and end-to-end campaign management tools required to organize a successful influencer marketing strategy.

An Institute for Consumer Behavior and Location Sciences! SITO Does it…

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March 23, 2018

An Institute for Consumer Behavior and Location Sciences! SITO Does it...

Through Consumer Behavior and Location Sciences™, SITO Explores the Consumer Behavior and Journey to Present Powerful Strategic Knowledge Assets and Actionable Insights for Marketers

SITO has announced the formation of the SITO Institute for Consumer Behavior and Location Sciences, a new thought leadership and membership initiative devoted to education and advocacy for the advancement of location data intelligence as a core component of the modern marketing organization.

The Mission: Educate Marketers on Location Data and Influence Consumer Behaviors

At the time of this announcement, Bruce H. Rogers, SITO Head of Marketing and the Founding Managing Director of the Institute, said, “Precious few companies have adequately harnessed the converging trends of mobile, data and real-time predictive analytics to survive and thrive in today’s fast-moving world. That’s why we are creating the SITO Institute for Consumer Behavior and Location Sciences. Our mission is to illuminate this phenomenon in order to better educate marketers. The Institute will bring to light best-practices and help set the agenda for the capability requirements of the modern marketing organization.”

Through Consumer Behavior and Location Sciences™, SITO explores the consumer journey and presents powerful strategic knowledge assets and actionable insights for executives and decision makers looking to understand and influence consumer behaviors.

What the Institute Intends to Offer

– The Institute will convene an advisory board of world-leading marketers and academics at the forefront of the location data intelligence revolution. The advisory board will set the research and publishing agenda for the Institute and its members.

– Institute members will get proprietary peer-to-peer access to the insights of leading practitioners, academics, global standard-setting bodies, and subject matter experts in measurement and analysis of location data-based marketing performance.

– Working in interdisciplinary teams, our organization identifies, validates and shares common sense and systemic ways to improve marketing performance and growth.

Mobile-First Marketing Could Create Better Real-Time Connections with Consumers

As mobile device penetration approaches universality, location science offers the ability to distinguish signals that reveal consumers’ activities in time and space. Few data sources are more powerful in informing marketing strategy. SITO Mobile expects that the ability to make sense of these signals to create real-time connections to consumers will be the defining marketing capability over the next decade.

Tom Pallack, CEO of SITO, said, “Location data is (or should be) the cornerstone of consumer insights that drive go-to-market strategies, from brand to demand; from creative to awareness, activation, advocacy, loyalty and lifetime customer value.”

Tom added, “We believe SITO stands at the forefront of this technology, and we launched the Institute to educate the marketplace about this marketing paradigm shift. We can think of no one who is better positioned to lead this initiative than Bruce Rogers.”

The ability to identify consumer behavior over time and in-the-moment allows for real-time marketing and personalization. We believe this will lead to better customer engagement and improved marketing efficiency, which will drive better business outcomes and positively impact enterprise value.

Currently, SITO is a leading location data technology company that provides brands with customized, data-driven solutions spanning strategic insights and media campaign delivery services.

Videology Releases 2018 Advanced TV Primer to Help Brand Advertisers Navigate Fast-changing Landscape

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March 23, 2018

Education Is Key, As Videology’s New Research Shows Over 79% Of Advertisers And Agencies Plan To Use Advanced TV In Next 12 Months

Videology, a leading software provider for converged TV and video advertising, released “Bringing Addressability to TV: What’s Possible Now,” the latest installment in its popular Knowledge Lab Series on TV and Video Advertising.

Starting with the premise that “TV” now exists in many different forms, the comprehensive primer defines and explains the benefits and differences between each new form of TV advertising currently available, including Data-enabled Linear TV, Addressable Linear TV, Connected TV, and TV Content viewed via PC, Mobile App, or Mobile Web.

Within the Knowledge Lab, Videology previewed a portion of its soon-to-be-released research report commissioned from Advertising Perceptions* (full report coming April 2018), that says:

79% of advertisers and agencies plan to use Advanced Linear TV in the next 12 months (Data-enabled TV or Addressable TV), up from 57% who reported using Advanced TV in the prior 12 months
In comparison, 70% say that they plan to use traditional Linear TV advertising in the next 12 months, while 78% say that they used it in the prior year
71% plan to use Connected TV advertising, and 67% plan to advertise within FEP/ TV content viewed on PCs

Scott Ferber

“Our research shows, and our experience confirms, that advertisers are extremely interested in using advanced TV ad strategies that encompass more robust first- and third-party data. That said, there is still a level of confusion in the market. We hope to help advertisers understand what solutions are currently available in the marketplace, including their limitations and capabilities. Greater knowledge leads to greater certainty, which is ultimately what’s needed to move this emerging sector forward,” said Scott Ferber, Founder and CEO, Videology.

Videology’s primer points out that while consumers enjoy relatively seamless cross-device TV viewing experiences, advertisers have a more complicated challenge when attempting to plan, execute and measure cross-screen TV and video campaigns. These complications arise from the differences in distribution channels, technology infrastructures, and the availability and application of data across various viewing channels.

“Today’s TV ecosystem is a tremendously complex space when trying to piece together varying technologies and delivery systems, but we’re making a lot of progress, quickly. As an industry, and as a company, we’re getting better every day in breaking down barriers, and delivering cross-screen, results-driven campaigns that surpass what was possible with a siloed approach to media,” added Ferber.

Also Read: Videology Offers Advertisers and Agencies Free Access to DETVgo

Reach Analytics Chosen As Predictive Marketing Partner By V12 Data

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March 23, 2018

Reach Analytics, the leading provider of self-service predictive marketing for brands, agencies and nonprofits today announced a partnership with V12 Data, providing them Reach’s real-time predictive modeling platform.

V12 Data is an omnichannel data powerhouse, and the industry leader in automotive data, who powers the right connections through the right channels at the right time with their market-leading data solutions, real-time technologies, and powerful analytics.

Due to growing market demand, V12 Data sought to enhance their predictive modeling system to improve the cycle time, from days to minutes, to provide custom audiences, particularly in the digital ecosystem. With Reach’s predictive marketing platform, V12 Data will be better able to find net-new customers and identify top responders to optimize and refine omnichannel campaigns over time and drastically improve key metrics like total customers acquired, campaign response rates, cost of customer acquisition, and overall campaign ROI.

In particular, the predictive platform will allow V12 to greatly improve their offline audience modeling process and convert it from highly manual to a real-time, automated, end-to-end predictive system.

Reach was chosen from a selection of multiple competitive vendors after a thorough search. V12 conducted reviews of platform architecture and ran tests with live data. After a rigorous analysis, Reach was ultimately chosen because of its real-time modeling, end-to-end automation, use of AI decisioning, best-in-class wrangling and intuitive visual reporting.

Todd Dziedzic

“Reach impressed us with their platform as an easy-to-use, automated solution in the cloud, that could tackle all our requirements,” said Todd Dziedzic, VP of Analytics at V12 Data. “To cut cycle time, we needed more than just powerful modeling. We needed a true end-to-end predictive marketing option that also wasn’t heavy and cumbersome to use. Reach fit the bill entirely.”

Reach’s predictive platform produces ideal consumer and prospect profiles, making prospect information instantly available for download based off of the results. V12 Data customers can now leverage Reach’s predictive marketing platform to rapidly build profiles using their current V12 data and segmentation strategy of choice – per product line, per geography (zip, state or region), per channel, per store, per purchase type (online vs. offline; high average purchase), etc.

Bruno Delahaye

“With self-service predictive marketing, V12 is greatly boosting their ability to provide fast, accurate predictive modeling and improve campaign results for clients,” said Bruno Delahaye, CEO at Reach Analytics. “The combination and power of great data and a true end-to-end predictive solution means great results for consumer marketers.”

Also Read: Viant’s ‘Power of the People’ Unleashes Dominance of People-Based Marketing in the US

Meredith Continues Aggressive Execution Of Time Inc. Integration Plan

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March 23, 2018

Meredith Corporation the leading media and marketing company reaching 175 million Americans every month including 80 percent of U.S. Millennial women – announced several initiatives as part of its aggressive execution of an integration strategy outlined following its acquisition of the Time Inc. media brands, which closed on January 31, 2018.

Meredith’s strategy centers on four major initiatives:

Conduct a portfolio review of all its media assets and divest those not core to its business;
Improve advertising and circulation performance of the Time Inc. properties to industry norms;
Grow revenue and raise profit margins on Time Inc. digital properties to Meredith’s levels; and
Achieve annual cost synergies in $400 million to $500 million range in first two years of operations.

“We have made significant progress executing on these initiatives since we closed on the acquisition just six weeks ago. For example, we are announcing we have completed our portfolio review and decided to explore the sale of the TIME, Sports Illustrated, Fortune, and Money brands. These are attractive properties with strong consumer reach. However, they have different target audiences and advertising bases, and we believe each brand is better suited for success with a new owner. We are pleased with the inbound interest we have received, and we are confident these brands will be positioned for growth with an owner that shares Meredith’s respect for editorial integrity and independence,” said Meredith President and CEO Tom Harty.

Meredith will not comment further until potential agreements have been reached. This announcement follows the sale of several other acquired Time Inc. properties, including Time Inc. UK and Golf.

Tom Harty

Additionally, Meredith said it will soon unveil a new brand-centered sales organization and go-to-market strategy that fully leverages its new powerful media portfolio, including its enhanced digital reach. These will be outlined during all-employee meetings beginning March 28.

“No one in the media marketplace can come close to offering such a full range of multiplatform powerhouse brands. We are excited about sharing our targeted consumer-reach strategies and innovative marketing solutions with our clients,” said Tom Harty.

Meredith also announced headcount reductions, part of its plan to realize between $400 to $500 million of cost synergies from the Time Inc. acquisition. Approximately 200 employees have been notified that their positions have been eliminated. Additionally, Meredith said approximately 1,000 more positions will be eliminated over the next 10 months. Previously, Meredith announced the elimination of approximately 600 positions as it transitions subscription fulfillment operations to a lower-cost provider. These headcount reductions do not include the impact of any potential divestitures. These actions are key pieces of Meredith’s previously stated strategy to eliminate duplicative positions and consolidate certain functions at the company’s headquarters in Des Moines, where operational costs are significantly less.

Also Read: Meredith Corporation Partners With Google On Launch Of New Product, AMP Stories

SpotX Doubles Down on Digital Video Advertising Safety, Granted Renewal on All Trustworthy Accountability Group (TAG) Certifications

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March 22, 2018

Video Advertising And Monetization Platform Strengthens Its Leadership Role In Brand Safety

SpotX, the leading video advertising and monetization platform, announced that it has been granted certification renewal by the Trustworthy Accountability Group (TAG) for all official seals including the Certified Against Fraud Seal, Certified Against Malware Seal, the Certified Against Piracy Seal, and the Certified Inventory Quality Guidelines (IQG) Seal.

TAG is a first-of-its-kind cross-industry accountability program designed to eliminate fraudulent traffic, combat malware, prevent Internet piracy, and promote greater transparency across the digital advertising supply chain. This week’s recognition underscores SpotX’s ongoing commitment to fight fraud and improve brand safety in video advertising.

Also Read: SpotX Reveals the Impact of Third-Party Data on Audience-Based Ad Buying and Selling

As fraud and brand safety issues persist within the advertising industry, SpotX has taken a leadership role in proactively establishing brand safety best practices, including the creation of a dedicated in-house brand safety team as well as licenses with several anti-fraud vendors and a ‘Keeping It Clean’ social hashtag campaign to promote its stance.

SpotX also actively removes unauthorized traffic and aggressively encourages its clients to implement an ads.txt file, the IAB Tech Lab’s technical solution for publicly declaring which companies are authorized to sell digital inventory, thereby combating fraudulent activities in the open market.
To meet TAG’s rigorous standards for its anti-fraud program and ensure industry compliance, SpotX completed several steps including using domain list filtering, data center IP list filtering, and implementing TAG’s Payment ID protocol. Additionally, SpotX scans 100 percent of all inventory running through its platform to comply with TAG’s Certification programs, most of which is carefully examined by an actual member of SpotX’s brand safety team.

“As digital advertising evolves, fraudulent practices continue to be a challenge for the entire industry. SpotX has demonstrated leadership in going through the rigorous process necessary to achieve all four of TAG’s seals, and we are pleased to announce these renewals across all four programs, as they join a growing number of industry leaders taking the concrete steps necessary to fight crime and improve transparency across our supply chain,” said Mike Zaneis, CEO at Trustworthy Accountability Group.

SpotX has been a member of TAG since its inception in 2015 and participated in the IAB’s Quality Assurance Guidelines program starting in 2011.

“Brand safety has always been a key cornerstone of our platform and is a critical part of enabling our clients to buy and sell media in safe environments with full transparency. To eliminate fraud, the industry must band together and we are honored to be recognized again by TAG for our brand safety efforts,” said J. Allen Dove, CTO at SpotX and one of the founding members of the IAB’s ads.txt initiative and its subsequent revisions which are currently in development.

Known for its leading position in the convergence of digital video and traditional television, SpotX offers media owners a trusted modern ad serving platform to monetize across desktop, mobile, and connected TV devices. SpotX also offers both buyers and sellers programmatic capabilities, holistic inventory optimization, and granular reporting with actionable insights for more transparency and informed control.

Also Read: Scale Matters: Spotx and Smartclip Form the New Global Ad Tech Powerhouse

Liveperson And Liberty Global Partner To Transform Customer Engagement And Care For The Conversational Era

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March 22, 2018

LivePerson Launches Support for Instagram Messaging

LivePerson, Inc, the leading provider of cloud mobile and online business messaging solutions, has announced a worldwide partnership with Liberty Global, the world’s largest international cable and internet provider, to transform how customers connect to the brand in a new conversational era. This partnership, which initially launches in five countries, will offer conversational two-way messaging to all 29 million Liberty Global customers. It represents another major milestone in the industry’s rapid shift to messaging, and away from legacy voice calls and IVR systems.

Messaging, primarily on smartphones, is overwhelmingly the chosen method of communication among consumers. As the current and clear channel of choice, it sits at the heart of Liberty Global’s “digital-first” care programme. Live across the UK, Ireland, Germany, Austria, Switzerland, and the Netherlands, with Virgin Media, Unitymedia, UPC, and VodafoneZiggo, the LivePerson platform enables customers calling care centers to convert to messaging, allowing them to solve queries whenever and wherever they choose.

“We understand that the lives of our customers are fluid and demanding. We simply don’t have time to wait for answers to our questions – that’s why we are messaging each other more than ever in our personal lives. Knowing this, we are using LivePerson’s market-leading technology to ensure Liberty Global goes fully digital, and align with consumers, empowering them to use our services on their own terms and at their own pace, for a best-in-class experience,” says Melanie Longdon, VP, Customer Experience Operations at Liberty Global, a company with over 30,000 employees and in the top 100 of the Forbes Most Innovative Companies list.

Robert LoCascio LivePerson — Robert LoCascio

“Conversational business is the future, and we’re thrilled to be working with Liberty Global to deploy it for them at scale. Consumers have had enough of calling customer service centers only to be put on hold. It’s not the way we live today. With the option to text and message businesses just as they would friends and family, customers can finally solve queries at their own convenience. Companies implementing messaging have doubled agent productivity versus voice-based interactions, saved on labor costs, and significantly increased customer satisfaction scores – we’re looking forward to seeing these benefits take effect within Liberty Global too,” said LivePerson CEO and founder, Rob LoCascio. ”

Also Read: Artificial Intelligence: The Next Frontier Of Programmatic Buying

RevM Achieves Gold Tier Certification As A HubSpot Agency Partner

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March 22, 2018

Also Read: HubSpot Recognized by Facebook as Badged Marketing Partner, Releases Direct Instagram Publishing

RevM, the growth-driven inbound marketing and sales agency, announced that it has become a Gold Certified HubSpot Agency Partner in less than a year. HubSpot, a leading CRM, marketing, sales, and customer experience platform, works with Agency Partners to grow their businesses through inbound software, services, and support.

RevM helps growth-focused businesses to transform their lead generation and digital marketing. Working with clients who are frustrated by the number of sales leads that convert into revenue and who struggle to generate the right-fit marketing leads, RevM leverages the inbound marketing approach to attract, convert, close and delight its customers’ prospects.

Founder and Managing Director of RevM, Carl Davies, said, “Over the past year, we have grown our business by incorporating inbound strategies to attract, engage, and delight customers. We work with businesses who are passionate about growth to apply those same inbound strategies to their marketing and sales. We recognize smart marketing technology as the enabling force behind our ability to push the limits and break new growth boundaries.”

RevM harnesses real-time lead intelligence by implementing the most advanced marketing and CRM automation technology. This facilitates detailed insights into what content the buyer has engaged with and indicates their propensity to buy. With five years of in-depth HubSpot skills and experience, RevM is able to help its clients engage with prospects at different stages of the buyer’s journey to ensure an effective lead generation marketing process.

HubSpot Channel Account Manager, Stephen Higgins, said, “We are thrilled to see RevM achieve such rapid growth to Gold Tier Certification in officially just eight months. Their team has many years of HubSpot experience across multiple industries and geographies, and their agile approach to inbound makes them a company that businesses everywhere can learn from. Watching them transform their agency with inbound at such a growth rate has been a rewarding experience.”

Also Read: HubSpot Announces Strategic Partnership with Google Cloud, Further Fueling the Growth of the HubSpot CRM

Barometric Unveils Capability to Track and Measure Direct Mail With Unprecedented Level of Accuracy

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March 22, 2018

Barometric Unveils Capability to Track and Measure Direct Mail With Unprecedented Level of Accuracy

Combined Benefits of Digital and Direct Mail Tracking Via Proprietary Device Graph Mapped to USPS Postal Addresses Opens New Visibility to Create Better Engagement

Barometric, MRC accredited provider of advanced cross-environment tracking and measurement solutions, recently announced its new solution for holistically tracking and measuring the effectiveness of direct mail in driving both online and offline conversions. By using its propriety Device Graph, Barometric is now able to bridge direct mail and digital marketing for clients with a first-of-its-kind level of accuracy.

Barometric is now able to track direct mail, without the need to capture user data, use tracking codes, or create custom URLs. Its Device Graph is tied to over 90 million US postal addresses and over 650 million devices located across millions of household, creating the ability to deliver insights into mail delivery and campaign performance in conjunction with Barometric’s real-time campaign reporting.

Barometric uses its unique postal graph and a simple pixel to track direct mail and match it to consumer engagement and conversion with the brand. The solution opens up new visibility to a tried and true marketing channel in direct mail.

Also Read: TEXTiUM Launches Precision Texting Product for Direct Mail Industry for a Personalized Consumer Experience

Paid search often tends to get “conversion credit” at the expense of direct mail, due to heavy-handed SEO attribution and “last click” weighing on other media. However, direct mail out-performs digital channels by nearly 600%, according to IWCO’s data analysis that was published in a Response Rate Report from Data and Marketing Association (DMA). And at the end of 2017 they reported that once again direct mail response rates rank stronger than digital channels, consistently exceeding the 2% response rate of all digital channels combined.

“Our customers, who implement integrated marketing campaigns, have demonstrated that direct mail can act as a catalyst that boosts the production of every media channel involved. As more and more customers use attribution tools to measure the impact of their campaigns, we are confident that they will see, more clearly, the positive ROI direct mail has on their overall marketing efforts,” said Chris Karpenko, USPS Executive Director of Brand Marketing.

Also Read: ValiMail Announces Availability of Automated Email Authentication Solution on SendGrid Partner Marketplace to Provide Brand Protection

How It Works

With Barometric’s Device Graph, marketers can now view their online and direct mail campaigns as one cohesive unit in order to see how they work together and understand consumer shopper behavior across all environments. Barometric’s Device Graph allows users to unify the many online and offline IDs of their customers into a single user/household. As customers go through marketing touch points across media, channels and devices on their digital and physical path to purchase, Barometric’s actionable conversion data gives marketers the ability to better understand whether and when they’ve reached the same consumer on multiple devices, platforms and screens.

Additionally, the Barometric Direct Mail suite allows for the customized targeting of a user who has digitally or physically engaged a brand. For example, when consumers open shopping carts and do not complete their purchases or fail to complete a form submission on a brand’s website, the Barometric Device Graph is able to match the consumers who abandoned their carts or online forms to their household addresses and re-engage these consumers offline with direct mail to increase brand interaction and drive form completions.

Also Read: Inkit Integrates with Iterable: Direct Mail Better Than Ever

Matt Fusco

Matt Fusco, Senior Vice President of Business Development and Operations at Barometric, added, “The advent of digital advertising and its ability to measure results on a one-to-one level has raised the bar on what is expected in terms of measurability when brands are selecting which channels to spend their marketing dollars within. We are proud to bring enhanced measurement to the direct mail industry offering new visibility to our customers as they can now track and measure their direct mail across multiple environments. By tracking direct mail using verified postal addresses we are able to provide true, unified measurement in one simple, affordable and unique solution.”

Valimail Announces the First and Only Automated SPF Solution

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March 22, 2018

Valimail Announces the First and Only Automated SPF Solution

Patented Valimail SPF Instantly Fixes Any Company’s SPF Record for Increased Deliverability and Improved Security

Valimail, the world’s only provider of fully automated email authentication, announced the availability of Valimail SPF, which fixes any organization’s Sender Policy Framework (SPF) records instantly and makes them maintenance-free, allowing companies to increase deliverability and compliance for the emails they send.

In today’s cloud-centric world, organizations often need to authenticate dozens of cloud services to send email on their behalf. Valimail SPF provides a breakthrough technology that eliminates the SPF 10-domain lookup limit, a restriction within the SPF specification that prevents many organizations from properly configuring their SPF records for the many services and systems they may be using. With Valimail SPF, messages from all of these services authenticate correctly, ensuring maximum deliverability.

Also Read: ValiMail Announces Availability of Automated Email Authentication Solution on SendGrid Partner Marketplace to Provide Brand Protection

Valimail SPF is powered by Valimail’s anti-impersonation platform and includes the company’s unique, patented Instant SPF component. Valimail SPF is the world’s only automated SPF solution that supports authenticating an unlimited number of services and systems on a single domain.

Valimail SPF is a unique solution that combines three key components: a patented approach to delivering SPF records, a unique service identification technology, and a one-click graphical user interface for managing email services:

Valimail Instant SPF is the world’s only automated SPF technology that supports authenticating an unlimited number of services and systems on a single domain. Built on top of Valimail’s global, cloud-based infrastructure, Instant SPF dynamically generates a perfectly tailored SPF record, in milliseconds, in response to each mail server request. Instant SPF is scalable, fail-safe, and is already serving SPF records to process many billions of customer messages per month as part of the Valimail Enforce product.
Valimail Service Identifier is a component of the Valimail platform that identifies thousands of email-sending services based on incoming data from mail gateways.
Valimail SPF Manager is the interface that enables customers to automate SPF authentication for any given service with the click of a button.

Also Read: Study: One In Five Emails Sent Today Are From Unauthorized Senders

Valimail SPF uses the same point-and-click interface found in the company’s full email authentication solution, Valimail Enforce, letting IT and security staff authorize or deauthorize email services with a single click. Moreover, customers need never worry about changes to the underlying configuration: The Service Identifier system ensures that the SPF configuration for each service is always up to date.

Configuration and setup of Valimail SPF is simple: Customers only need to point their SPF record in DNS to Valimail, and our cloud service will instantly fix any problems and keep it accurate on an ongoing basis in real time.

Marketing Automation Platform AdStage Raises $3 Million to Help Marketers Prove Return on Ad Spend

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March 22, 2018

AdStage, a closed-loop reporting and automation platform for paid marketers, announced that it raised $3M in a strategic round of funding led by Forté Ventures, HubSpot, and Verizon Ventures. The new funds will help AdStage further develop its core products to meet the growing demand for paid marketing measurement and analytics technology.

Last year, AdStage grew its revenue by 150% after shifting focus from campaign management to data analytics and reporting. The volume of ad spend going through AdStage’s platform went up by 25%, bringing the total amount to over $500 million per year. The clients include top agencies and brands such as Hired, MVMT, Purple, and Clix Marketing. The strategic investment will help AdStage support its growing roster of new clients who depend on AdStage’s platform as their trusted source of truth for all paid marketing data.

Also Read: Artificial Intelligence: The Next Frontier Of Programmatic Buying

“Our team found AdStage to be uniquely capable of providing the analytics data necessary to improve the effectiveness of top industry professionals in paid marketing. We look forward to helping them to expand their current strong, loyal and growing list of great customers,” said Louis Rajczi, Partner at Forté Ventures.

According to Justin Kassan of MVMT, AdStage’s customer who uses the closed-loop reporting technology to optimize social media campaigns, AdStage helped MVMT grow platform revenues by 300%. As advertising costs are rising, CMOs across all industries expect paid marketers to show how the investment in digital yields tangible results, online and off.

Bradford Coffey Hubspot — Bradford Coffey

“As more businesses take a data-driven approach to growth, marketers are expected to show the hard numbers to prove a positive return on investment. We’re excited to support AdStage in building native CRM integrations so that HubSpot customers can also benefit from AdStage’s closed-loop reporting and automation solution for paid marketers,” said Brad Coffey, Chief Strategy Officer at HubSpot.

With this round of funding, AdStage will build new integrations that will make it easy to connect and map cross-network advertising campaigns with conversion data. The new integrations will enable seamless, out-of-the-box access to CRM and custom data sources in seconds — all within the AdStage platform.

“As an early investor in AdStage, we have seen the company evolve to serve the growing needs of today’s paid marketer. Increasingly, these marketers need to be able to keep all their paid campaign data in one place so they can quickly analyze and measure performance and then optimize for best results. We look forward to our continued partnership with Sahil and the entire AdStage team as they move to the next phase of growth,” said Mark Smith, Executive Director at Verizon Ventures.

Built for the paid marketer, AdStage’s platform takes the drudgery out of cross-network reporting and analytics. The platform is natively integrated with all the major advertising networks to help marketers unify data and see the full picture of advertising effectiveness. AdStage’s Data API allows marketers to add custom data sources and analyze the impact of ad campaigns on core business metrics such as revenue and customer lifetime value.

“Closed-loop reporting has become as essential as A/B testing for every paid marketer,” said Sahil Jain, AdStage’s CEO and Co-founder. “It’s a must-have for every organization that budgets for growth. AdStage’s platform has set the industry standard for measuring campaign success, and with this strategic round, we’re excited to empower marketers all over the world to drive business growth with data.”

Also Read: Is GDPR Really Changing Ad Tech?

Tektronix Brings Live and On-Demand Video Content Quality Assurance to Cloud, Virtual Workflows

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March 22, 2018

Tektronix Brings Live and On-Demand Video Content Quality Assurance to Cloud, Virtual Workflows

Sentry Simplifies Quality Monitoring with Expanded Support for OTT/Video Cloud Workflows, Ad Insertion Monitoring, CMAF Support and More

Tektronix Inc., an industry-leading innovator of video test, monitoring and diagnostics solutions, announced that its Sentry real-time video quality content monitoring solution now delivers live and on-demand video quality assurance across cloud and virtual streaming workflows. With its latest enhancements, Sentry simplifies quality monitoring across today’s complex environments giving real visibility into streaming content quality along with in-depth analysis and compliance reporting for OTT/multiscreen services with global scalability.

The overarching issue faced by video content providers moving to cloud streaming environments is visibility into content quality and where problems are occurring. Maintaining quality is critical to delivering the experience customers expect and minimizing churn, a major factor in a streamed environment with low barriers to switching providers. By providing a single view that spans cloud, virtual and on-premise workflows, Sentry simplifies quality assurance compared to alternatives involving multiple monitoring platforms.

Charlie Dunn

“In a fast moving and rapidly changing world, service providers need confidence that their content is present and is being delivered correctly, regardless of the underlying technology or scale. Sentry, which is already widely adopted across the North American cable industry and major European telecom operators, delivers that confidence while saving time and reducing cost,” said Charlie Dunn, general manager, video product line, Tektronix.

Also Read: Meet the NetRep Bulletin, NetReputation’s Response to Video on Social Media

New Sentry capabilities for OTT streaming service monitoring that will be demonstrated at the upcoming NAB Show April 7-12 in Las Vegas include the following:

Ad Insertion Monitoring for ABR – Sentry now provides advertising insertion analysis with programmatic control for OTT streaming content. Sentry monitors that ads are correctly placed within the ABR stream and playing back with the same quality as other content.
Common Media Application Format (CMAF) support – An emerging standard that allows streaming providers to encode their media in one common format vs multiple formats, CMAF greatly reduces the number of streaming variations needed to deliver services. The Sentry CMAF-compatible monitoring solution will be demonstrated at NAB.
Sentry monitoring for AWS MediaLive and MediaPackage – Sentry is gaining recognition as an industry leading quality assurance monitoring solution for the full set of live AWS Media services. Sentry’s performance and capabilities on the AWS cloud have been fully tested and confirmed in partnership with AWS Elemental. At NAB, Tektronix will be showing quality assurance monitoring of streaming through the AWS MediaLive encoder and MediaPackage ABR packager across the AWS CloudFront CDN.
4K and HbbTV DASH streaming enhancements – Sentry ABR now supports 4K HEVC DASH cloud streaming including HbbTV MPEG-DASH enhancements.
Google Cloud Platform (GCP) live streaming – Tektronix will demonstrate live stream quality monitoring with Sentry on GCP, giving customers flexible and simplified cloud stream monitoring solutions independent of their cloud provider.

Other enhancements to Sentry include Video on Demand (VoD) ABR testing, HTTPS secure stream support, and cloud-based subscription support.

Sentry is a scalable Quality of Experience (QoE) monitoring solution for streaming content. It can look at the actual content being provided to verify there are no major quality issues (blocking, audio drop out, frozen frames) and that the content meets regulatory compliance requirements (SCTE35 Type testing, Closed Caption and Loudness testing). With Digital Rights Management (DRM) support, Sentry ABR can decrypt each program by applying DRM and can view and report on the content seen by subscribers.

How Are B2B Organizations Addressing Data Concerns to Achieve Audience-Centric Goals?

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March 22, 2018

How Are B2B Organizations Addressing Data Concerns to Achieve Audience-Centric Goals?

Synthio, an Atlanta-based B2B Marketing Data Innovator, Teams up with Demand Gen Report to Provide B2B Marketers with Insights on Data Concerns to Help Them Better Achieve Audience-Centric Goals

Synthio—a contact data platform that enables B2B marketers with data cleansing, enrichment and contact data origination—in partner with Demand Gen Report, a targeted online publication, released their survey report, 2018 Database Strategies & Contact Acquisition.

Key insights in this report include:

Biggest challenges to maintaining data quality in your contact database
Limitations in data quality and clean up
How to leverage your existing database
and more

Also Read: Synthio Joins Marketo Accelerate Partner Ecosystem

This report shares the opinions of 100+ B2B organizations. Some findings include:

65 percent said they were looking to target specific segments for better engagement
51 percent said they wanted to identify key stakeholders within target accounts
37 percent said they wanted to grow their database to add as many new contacts as possible

Jamie Walker

“The success of any marketing campaign relies on the quality of your database. With proper data management, leveraging your database for campaigns becomes more effective and ensures that your message is getting to the right people faster,” said Jamie Walker, Director of Marketing, Synthio.

Also Read: Latest Report: 90% Marketers List Email as One of Their Top Priorities in 2018

Synthio is a new kind of contact data platform that helps B2B sales and marketing teams get to the right people faster. Outdated data, whitespace, misinformation, and technical hurdles can create a big gap between businesses and the people they’re trying to meet, costing millions in wasted effort and missed opportunities. Synthio closes the gap with the accuracy of a people-first approach, the ease of a self-service platform, and the promise of white-glove support. Since 2011, Synthio has served over 1,500 customers, including global companies like Oracle, Microsoft, and Gartner. Synthio has also been listed in the Inc. 5000, ranked among Georgia Technology’s Top 40, and named one of Atlanta’s Best and Brightest Companies to Work For.

Connatix Unveils Stories for Publishers for Better Web-Mobile Presence

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March 22, 2018

Connatix Unveils Stories for Publishers for Better Web-Mobile Presence

Stories for Publishers” Brings Social Media Type Interactivity to the Mobile Web Experience

Connatix, the most advanced video syndication and monetization platform for publishers, has announced the release of Stories for Publishers. A first-of-its-kind product, Stories for Publishers gives users access to an engaging, social-like experience, with full control for both content and monetization on an owned and operated mobile web presence.

Stories for Publishers provides publishers with an interactive and vertical video unit that blends into their pages. By clicking, swiping, taping, and using other gestures, end users engage with the mobile sites they visit in a way that was previously limited to dependency on social media apps, such as Instagram or Snapchat.

At the time of this announcement, David Kashak, CEO of Connatix, said, “For way too long, publishers were dependent on social platforms to give their end users access to the interactive mobile web experience they had come to expect.”

David added, “The problem with this structure is that these walled gardens siphoned all of the ad revenue and data. What we have created with Stories, is a way for publishers to offer the same experience, while retaining all revenue. The days of social media dependency are over.”

The interactive unit opens opportunities for publishers to interact with new audiences and brands. It provides readers and consumers with better content and ad experiences. Stories for Publishers integrates seamlessly within the publisher’s workflow and is complemented with a set of intuitive editorial tools minimizing the need for additional resources and attention.

Stories for Publishers is integrated into the Connatix video engine and is supported by the full power of the Connatix tech stack. Its advanced ad server allows publishers to run their own campaigns, work with their other monetization partners, or take advantage of the Connatix exchange.

Viant’s ‘Power of the People’ Unleashes Dominance of People-Based Marketing in the US

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March 22, 2018

Viant Kicks off National Back-to-School Drive for Under-Resourced Students

People-Based Marketing Is Key to US Ad Industry. In a Recent Report, Viant Tracked How People-Based Marketing Is Making a Huge Impact on the US Advertising Industry

In February, Viant, a Meredith Corporation people-based advertising technology company, had announced a major enhancement to their partnership with Factual, the leading location data provider. Through a direct integration, Viant customers gained access to real-time foot traffic measurement and industry-leading reporting powered by Factual’s location data through the Viant Advertising Cloud. The company also unleashed a powerful report on how People-Based Marketing is making a huge impact on the US advertising industry.

To understand how US advertisers can benefit from the new-age people-based marketing standards postulated by “Power of The People” report, we spoke to Viant CMO, Jon Schulz.

People-Based Marketing Is Important to Justify Your Ad Dollar Spend in 2018

Why is People-Based Marketing suddenly so important to justify ad dollar spend in 2018?

Marketers are being held to much higher standards and are gradually shifting away from simple metrics like clicks. As ad spend shifted from traditional channels into digital and mobile advertising over the course of 2017, marketers had to broaden their skill set to better understand their customer base and ultimately maximize their impact across all devices. The ability to know whether you’re actually reaching the person you intend to target is crucial to the success of a campaign and to reduce the wasted ad spend.

“People-Based Marketing enables marketers to move beyond anonymous cookies and third-party data to reach real people by leveraging a user’s registered profile and the data points that come with it. As a result, marketers actually get to know the person behind the screen in order to better anticipate their needs at different points in their lifecycle.” – Power of the People, by Viant

Marketers want access to high-quality audience data, brand-safe inventory, and reporting that shows a measurable impact on the bottom line. Providing insight on consumers down to the individual user level enables marketers to communicate with the right person, at the right time, via the right device, rather than targeting an anonymous audience with cookies and hoping for the best outcome.

Viant's Power of The People Report — **via Viant’s ‘Power of The People’ Report**

Additionally, analyzing first-party data to better understand which ad campaigns resonate across a consumer’s entire path to purchase — which often involves a combination of both online and in-store data — all comes down to executing a people-based approach.

People Based Marketing Is a More Powerful Evolution of Behavioral Marketing

How should brands juggle between Behavioral Marketing and People-Based Marketing?

Behavioral marketing is powerful because it enables marketers to target audiences based on their specific behaviors across the web, for example, what products or purchases they have made, what websites they visit or what their particular interests are. Behavioral marketing can lead to higher engagement, increased relevancy, and a greater return on ad spend.

People-Based Marketing and behavioral marketing can be used in concert to power a highly effective campaign optimized for success.

People-Based Marketing is a more powerful evolution of behavioral marketing, combining not just consumer behavior but real people and their connected devices leveraging registered user data. By linking a user’s profile with their behavior marketers can gain a single view of the consumer to deliver more relevant and more effective advertising.

Targeting Inaccuracies: How People-Based Marketing and Location Data Solve the Puzzle

What are the ‘Targeting Inaccuracies’ that pose biggest challenges to Digital Advertising?

Marketers are constantly trying to tie media directly to sales and understand how marketing initiatives move product, as opposed to measuring proxies or generic metrics like clicks. Relying on a probabilistic cookie-based approach will lead to inefficient targeting. A marketer has to be able to identify and engage with the right audiences.

Targeting inaccuracies are often the result of not having access to the right kind of audience or behavioral data, but People-Based Marketing at scale ensures marketers can reach the right person at the right time with the right message.

Marketers need accurate targeting data about their audiences, and targeting based on demographic information, psychographic, location, and purchase behavior, for example, is crucial. However, this is easier said than done and requires access to a robust consumer profile. A successful marketing campaign requires accuracy and scale and many marketers are left reducing the quality of their efforts because they make a sacrifice for one or the other.

Using People-Based Marketing, Brands Gain a Holistic View into All of Their Marketing Initiatives

Would Digital Advertisers manage to answer Attribution queries completely with People-based marketing analytics?

Multi-touch attribution (MTA) enables a more granular examination of all channels and touchpoints. But for marketers, retaining control of customer data that is truly meaningful, remains a challenge. The beauty of MTA is that it allows you to look at different channels across the path to purchase to see what contributed to the ultimate conversion.

Read More: Is GDPR Really Changing Ad Tech?

But it’s only possible for marketers and agencies willing to get their hands on their data and reframe their view from pricing to conversion-based measurement. With People-Based Marketing, brands gain a holistic view into all of their marketing initiatives by linking together these disparate data sources.

The Challenges and Opportunities in the US Ad Industry

What is the State of Digital Advertising in 2018? How is it changing with Brand Safety, Transparency, and Programmatic technologies?

Digital advertising is heading towards a place where the industry is placing a higher priority on creating much more meaningful interactions, so not only is there an emphasis on the need of marketers, but also on building high-quality engagements with consumers that spark meaningful relationships with their brand. This “flight to quality” means less focus on the lowest CPM or highest CTR and more of a premium on viewable ads by real people in quality environments.

Digital advertising can lack the personal nature of face-to-face interactions that in-store environments provide, and there is the added challenge of both identifying and then reaching the right audience. Marketers are searching for ways to solve these challenges, and are increasingly finding the answer in People-Based Marketing.

Successful People-Based Approach for Brands

The latest Viant clearly demarcates the boundaries for US digital marketers. Clearly, the current crop of digital marketers is struggling to leverage partners that can help them expand their People-Based Marketing at scale.

“We believe 2018 will be a watershed year where we see the widespread adoption of People-Based Marketing by brands and agencies, delivering more personalized and effective ads across the entire web.” – Power of the People, by Viant

Viant suggests three factors that are critical to building a successful People-Based Marketing approach for brands —

Scale Your First-party Data

Viant recently acquired Adelphic to provide marketers a global-level people-based DSP, an industry-first solution.

Focus on Accuracy

People-Based Marketing strategies should provide an all-conclusive view of your audience across the TV, mobile, desktop, DOOH, and in-store purchasing activities.

Density

When you know how many people you want to reach, you can bolster your CRM accordingly.

Viant’s partnerships with companies such as Nielsen Catalina, Experian, and Urban Science helps in building a rich picture of an individual, bolstering the data held in a brand’s existing CRM system – such as the type of car they drive or the retailers they’ve recently visited.

The Remaining Barriers to OTT Advertising’s Boom

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John Peragine

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March 22, 2018