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Viant’s Adelphic Launches Programmatic Digital OOH Ad Buying, Extending Cross-Channel Breadth and Capability

By
Sudipto Ghosh
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0
Viant’s Adelphic Partners with DoubleVerify, Adding Pre-bid Viewability and Brand Safety Targeting
Viant’s Adelphic Partners with DoubleVerify, Adding Pre-bid Viewability and Brand Safety Targeting

Enplay, MDC Media Partners OOH Unit, Signs on As Launch Partner

 Adelphic, a Viant people-based, self-service platform for cross-channel programmatic advertising, announced the addition of digital out-of-home (DOOH) inventory to its platform. This all-new offering enables advertisers to access Adelphic’s digital out-of-home inventory via Rubicon Project’s Private Marketplace (PMP).

Through partnerships with both Clear Channel Outdoor Americas, one of the world’s largest outdoor advertising companies, and Captivate Elevator Media, North America’s leading location-based digital video network, clients can purchase DOOH inventory including digital billboards, at airports, office lobbies and elevators, at scale, seamlessly, within a PMP.

In addition, the company announced that EnPlay Media, the OOH agency, has agreed to work with Adelphic to gain access to the inventory on behalf of its clients.

The addition of DOOH inventory to Adelphic’s people-based DSP, powered by Viant’s proprietary user and device graph, provides advertisers and brands with the ability to more efficiently buy programmatic inventory through a cross-channel approach. Now, ad buyers can utilize audience-driven insights for better targeting and analysis of campaign performance across the complex consumer journey.

Jeremy Haft, Adelphic National Vice President, Adelphic, said, “As the industry becomes increasingly automated, Adelphic is looking to lead the charge in cross-channel programmatic activation. By including digital out-of-home inventory as part of our self-service programmatic ad buying capabilities, we are bringing the efficiency of programmatic to an advertising medium that was largely purchased manually.”

While tech-savvy marketers acknowledge the benefits of extending programmatic capabilities to DOOH, Adelphic is the only DSP providing OOH buyers with the ability to automatically convert traditional OOH metrics [events] into impressions within the platform, for improved cross-channel optimization and reporting. By standardizing the bidding measurement, Adelphic makes it easier for advertisers to buy premium inventory at scale and better understand performance results through more accurate measurement and reporting.

Neil Shapiro, Vice President, Digital Sales, Captivate, said, “We are excited to partner with Adelphic to help transition digital out-of-home into the programmatic era. Our premium, brand-safe, location-based video inventory provides a strong complement to their mobile and cross-screen offerings.”

By layering on location targeting to cross-channel advertising, marketers using Adelphic’s people-based platform have the ability to retarget people who work in office buildings while simultaneously reaching users across devices in a deterministic fashion, including mobile and desktop.

Lauren Barbara, Managing Partner, Enplay, MDC Media Partners’ OOH Unit, said, “Working with Adelphic aligns with our strategy to provide robust audience driven data and programmatic opportunities within mobile and OOH. As we push to move the OOH industry forward, working with Adelphic to gain access to programmatic inventory helps drive greater returns for our clients wanting sought-after audience segments in physical locations with highly relevant custom messaging in real-time.”

The inclusion of a DOOH strategy enables advertisers to reach and impact their target audiences in real-world moments. Brand marketers value engaging consumers through these more traditional methods, and PricewaterhouseCoopers predicts that DOOH advertising revenues will overtake traditional OOH media spend in 2020 (growing at a rate of 15 per cent year-over-year for the next four years).

Currently, Adelphic offers its people-based cross-channel demand-side platform to agencies, brands and other large media buyers. The company’s platform is fully RTB-enabled and delivers global scale through access to all leading inventory providers. Adelphic’s technology overcomes the limitations of user identification across all digital devices, yielding rich, nuanced portraits of real people, instead of cookies.

Simply Measured Announces New Agency Partner Program and Updated Listening Solution for Faster Insights

By
Sudipto Ghosh
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0
Simply Measured
Simply Measured Announces New Agency Partner Program and Updated Listening Solution for Faster Insights

Simply Measured’s Agency Partner Program Delivers The Product Solutions, Expertise, And Ecosystem Connections That Agencies Need To Win And Better Serve Clients

Simply Measured, the full-funnel social analytics provider, has announced its global Agency Partner Program. The launch comes alongside a streamlined update to the company’s Listening product (release 2.0), which supports the new program.

The Agency Partner Program delivers the product solutions, expertise, and ecosystem connections that agencies need to win and serve more clients with better campaigns and stronger deliverables. Agencies can offer more cost-effective pricing, get new employees on board faster, and expand business using Simply Measured. In addition to leveraging full-funnel reporting, agencies can deploy the new Listening solution and save time between query and insight.

The Agency Partner Program

The Simply Measured Agency Partner Program includes on-demand training, agency-tailored pricing of Simply Measured’s full-funnel analytics suite, and market exposure.

Key partner program benefits include:

Flexible pricing that doesn’t lock agencies into monthly data limits, allowing them to fulfill client needs and pitch new business without constraints

On-demand training modules designed to accelerate key use cases such as influencer identification, competitive analysis, and campaign reporting

Report templates and other white-label resources that follow best practices from the Simply Measured team of experts

Promotion as a Simply Measured Certified Agency to the thousands of brand marketers that work with Simply Measured, and the hundreds of thousands that read Simply Measured’s award-winning content

Shea Carter, Vice President, Social and Experiential Marketing, MMGY Global, said, “Simply Measured has been an invaluable resource for our agency. When they approached us about their new partner program, we jumped at the chance to deepen our relationship. This partner program will help us train new employees, pitch new business, and serve our clients more effectively. The support from the Simply Measured team continues to be unmatched.”

Simply Measured Listening

Simply Measured has reimagined its Listening solution to help social marketers more efficiently analyze social conversations, and make the connection between those conversations and the bottom line.

Agencies can now measure awareness level for clients, competitors, and categories, all in one place. They can also identify content preferences, brand sentiment, demographics, and influencer partners. Using listening as part of a full-funnel social analytics approach, agencies can enable clients to target new audiences with more sharable content and better targeted influencer partnerships.

Dixie Roberts, Vice President of Digital at HangarFour, powered by DKC, said, “We’ve been working with Simply Measured for a few years and it’s been exciting to watch their offerings grow. We’re especially excited about this most recent product update, as it has allowed us to build ad-hoc queries in a more turn-key fashion, creating the option to execute successful social listening with a quicker turnaround. With this new product, we were able to surprise and delight one of our largest clients with new and exciting insights for a project, leading to the potential for an expanded partnership to include long-term listening and analytics moving forward.”

Simply Measured is the only social analytics provider to track both earned and dark social activity. With newly enhanced Simply Measured Listening, marketers have unprecedented visibility into how people use social media to discuss topics and share content. This enables marketers to join trending discussions rapidly, and deliver content and messaging more effectively to specific audience segments.

Scott Fallon, VP Marketing, Simply Measured, said, “Our new Listening product is rebuilt on an entirely new platform. We asked our engineers to rethink everything. What they delivered was a product with an entirely redesigned user experience. Our customers can answer more questions about their brand, competitors, and category in fewer clicks. Brands and agencies can now revise and improve social campaigns, refine messaging, and take a pulse check on brand health with ease and speed.”

Currently, Simply Measured offers the industry’s only full-funnel social analytics solution to help marketers measure everything from conversations to conversions and prove social’s impact and improve performance.

TechBytes with Barry Besecker, Co-Founder and CTO, Marxent

By
Avinash Duduskar
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0
Barry Besecker
TechBytes with Barry Besecker, Co-Founder and CTO, Marxent

Barry Besecker
Co-Founder and CTO, Marxent

According to Barry Besecker, CEO and co-founder of AR/VR company, Marxent, the ad unit of the future is a 3D, virtual product, like those used in many AR/VR environments today.

Barry believes that soon, advertisers will be able to bid for and place 3D objects into existing shows, or create and populate entire virtual environments using 3D products, to give consumers a highly targeted and unobtrusive ad experience. With the ability to easily swap virtual products in and out of a scene, product placements within a streaming show or movie could be changed over time, or vary depending on the profile of the individual viewer. Beyond ads, 3D products can also be used to fuel website copy, marketing promotions, AR/VR experience, mobile apps and the like, meaning an investment in 3D content now can give way to an entirely new marketplace of promotional content for brands for years to come, no matter how the media landscape evolves.

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MTS: What is the state of AR/VR in advertising and marketing today?
Barry Besecker: A lot of the use cases we see today for AR and VR in advertising and marketing have been limited to one-off, gimmicky promotions. The reason for this is that, even though brands see a lot of potential to tap AR/VR to engage with customers and prospects in an exciting way, AR/VR activations have required a significant investment in creative and custom development for a branded experience, which only serves a small audience. For example, if advertisers created a VR ad, the potential reach of that content would be limited to consumers who own VR headsets, which remains cost prohibitive. Even with the AR experiences that have had the most success – like Pokemon Go, which eventually transcended the advertising space by getting companies involved in location-based promotions – the ideas have been interesting and showed the potential of the technology, but haven’t been useful enough to support the scale and volume that brand advertisers and marketers need in order to prove ROI.

MTS: Beyond gimmicky marketing activations, how do you think AR/VR will be used in advertising and marketing in the future? What will the benefits be for advertisers/marketers? For consumers?
Barry: There’s a huge opportunity for marketers and advertisers to leverage AR/VR in a more meaningful way than what we see today, for a number of reasons. For one, big investments in AR from tech giants like Apple with ARKit, and Google with ARCore, are making it easier for developers to deploy AR apps. In turn, it’s becoming easier for consumers to enjoy that content with the computer they carry 24/7 – their smartphone – rather than requiring special hardware like Google Glass or a VR headset. This opens the floodgates for all kinds of new promotional content in AR/VR, and broadens the reach of this content to the billions of people around the world who own iOS or Android phones.

But beyond that, we believe that the technology that will have the largest impact on marketing and advertising isn’t strictly in AR/VR, but with the content that’s at the core of AR/VR apps and experiences, which is 3D products. Brands that invest in 3D, virtual product libraries and inventories will be able to tap into every ad medium out there today, and those that we can’t yet imagine, all using the same 3D assets. Take product placement, for example. Soon, advertisers will be able to bid for and place 3D objects into existing shows, or create and populate entire virtual environments using 3D products, to give consumers a targeted and unobtrusive ad experience. With the ability to swap virtual products in and out of a scene, product placements within a streaming show or movie could be changed over time, or vary depending on the profile of the individual viewer. This is a huge opportunity for a new level of personalization and 1:1 marketing, so that marketers can use demographic information to drill into the content that their target audience is already engaging with, and put their own products within that scene, in a way that allows consumers to envision how a brand meshes with their preferences, likes, and behaviors.

MTS: What industries will benefit most from AR/VR in marketing and sales, and why?
Barry: In the early days, the industries that will benefit most from AR/VR will be those that sell high-consideration products, and have a configuration element to what they’re selling. When we first started this, we thought about potential applications for AR/VR in a lot of different product categories, like shoes, or fashion. But the cost of 3D modeling is still relatively high, so with so much turnover in inventory each season in those industries and others of a similar nature, we wanted to find a product category where inventory would stay semi-permanent over time, to be able to offer true value to brands. That’s where we’ve been able to get ROI for clients, and where the best uses for 3D visualization exist today. Specifically, AR/VR is great for helping consumers visualize kitchens, bathrooms, backyard decking, and furniture – things that are big purchases, but may be hard to truly envision in the context of their lives and homes.

MTS: How is Marxent’s technology building the foundation for a future in which ad content is 3D/virtual?
Barry: Already, Marxent works with retailers and manufacturers to help them build virtual product libraries, filled with 3D assets that can be used for web configuration tools, mobile AR apps, in-store VR experiences, and the like. But we have a larger vision, to build a content network that will ultimately be filled with 3D products from all different retailers and manufacturers, and enable a new marketplace where all of these products are available for consumers to interact with within one scene.

Imagine if you could virtually pick out a chair from La-Z-Boy, and simultaneously match the chair with cabinets from American Woodmark, all within a virtual version of the new Toll Brothers home that you just purchased? That’s the experience we’re working toward. And as the technology matures and allows us to continue building this 3D marketplace, while readying consumer devices for AR/VR, advertisers and marketers will need to start thinking about how this collaborative environment will change the rules of campaign creation, and how they can start preparing for this new reality today. Because within 5 years, consumers won’t see 3D product visualization, or AR/VR, as a cool, new brand experience. They’ll expect it, without remembering that their interaction with marketing and ad content was once limited to two dimensions.

MTS: Thanks for chatting with us, Barry.
Stay tuned for more insights on marketing technologies. To participate in our Tech Bytes program, email us at news@martechseries-67ee47.ingress-bonde.easywp.com

Interview with Shira Abel, CEO and Lead Strategist, Hunter & Bard

By
Sudipto Ghosh
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0

[mnky_team name=”Shira Abel” position=” CEO, Hunter & Bard”][/mnky_team]
[easy-profiles profile_linkedin=”https://www.linkedin.com/in/shiraabel/”]
[mnky_testimonial_slider][mnky_testimonial name=”” author_dec=”” position=”Designer”]“Every significant piece of content should be repurposed in multiple ways to get the most bang for your buck. A good way of thinking about any large asset piece is to create a content waterfall.”[/mnky_testimonial][/mnky_testimonial_slider]

On Marketing Technology

MTS: Tell us about your role and how you got here. (What inspired you to be part of a technology innovation company?)
I’m the Advising CMO at Folloze and also CEO of Hunter&Bard. I spend my time strategizing on the best ways to promote and grow awareness for Folloze in enterprise Account Based Marketing. I love how Folloze helps companies scale ABM by enabling the delivery of content that is truly curated for each intended audience in a way that was never previously possible. The real-time analytics is hyper-critical to sales teams who are looking for the perfect time to call. I especially admire the customers who come back with their stories on how Folloze has proven its ROI again and again.

I ended up in tech because I was always a geek. During my undergraduate degree at ASU, I spent my nights in the Computer Lab on IRC chatting with people around the world (for those who might have been on in those days – my nick was Dharmabum). IRC gave me an intuitive understanding of social media before it was even a thing. In 1998, I taught myself HTML and created a website for the company I was working in. After that, I got my first tech job in a startup in 1999 and it felt like home, the industry I belonged in. I’ve been in love with tech ever since. Nothing is better than working with cutting-edge companies to bring their vision to fruition.

MTS: Given the changing dynamic of B2B content, how do you see the marketing automation and analytics market evolving by 2020?
Companies can’t just provide a great platform satisfying a necessary service – they need to give analytics and reports so that companies can understand the value given and the effect it has on their bottom-line. Currently, the market has way too many niche players for all of them to survive. The latest MarTech landscape I saw had over 4,000 companies in it. I expect a lot of consolidation by the big players and deaths of the smaller ones. The survivors will be the companies who provide the most value, have the best reputation in the market, and continue to innovate and adapt.

By 2020, the Martech market will be smaller in terms of players than it is today, and by 2030 there will be a few big players, and the rest will be tiny and niche.

MTS: How should CMOs leverage content management and marketing tools to drive their Account-based Marketing strategies with greater authority?
Every significant piece of content should be repurposed in multiple ways to get the most bang for your buck. A good way of thinking about any large asset piece is to create a content waterfall. For example – the information from a webinar can be turned into an e-book that can then be shrunken into bits for blog posts; information from within could be turned into an infographic; the writer can take snippets and create short videos to post onto YouTube (the second largest search engine after Google); videos could feed more blog posts, tweets, and social posts. The blog posts should be cross-promoted on Medium and LinkedIn to build up awareness, and everything should funnel to landing pages on the site. Ads can increase the coverage of your content, as can SEO. That covers a lot of your online use. Now the question lies with how to get this content funneled outbound to your prospects.

This is where Folloze comes in. All of the content: blog posts, ebooks, case studies, white papers, videos, infographics, and what have you – can be added to Folloze boards. These boards can be segmented by your marketing team according to title, geography, company, and industry – before being sent out in an email cadence by your sales team. Your sales team can monitor in real-time which content your prospects open and learn where to take the conversation moving forward.

MTS: How should CMOs plan their MarTech stack integrations to maximize the benefits from sales automation and predictive analytics platforms?
First off, everything has to work together and scale. There’s no point in having Zoho for Sales CRM if you have HubSpot for Marketing and they can’t be fully integrated together. You have to be able to see where your funnel is going, where things are dropping off and what methods of engagement are converting the best.

Grad Conn, the GM and CMO of Microsoft US, talks about the Systems of Nurture. I like this concept. Think about your stack as the psychological state of the buyer and where they are in the journey. Plan accordingly, making sure everything works together and scales together.

MTS: What startups in the MarTech ecosystem are you watching/keen on right now?
The Account Based Marketing (ABM) space has me very excited as I’m obsessed with B2B enterprise sales. Folloze, Outreach.io, Engagio, Demandbase, Terminus – the space is heating up. The most interesting piece of ABM automation is the emphasis on scaling ABM. Some would argue that scaling ABM is a contradiction in terms – true ABM is only about your top 20 customers. I think of modern ABM as a way to make your top 300 customers feel like they are your top 20.

Predictive is another area of the market that I find very interesting and I like what I’ve been seeing from Radius and 6Sense.

Mattermark, Digify, and Woopra are other interesting startups that are favorites.

MTS: What tools does your marketing stack consist of in 2017?
We use a Business Intelligence tool where we can research companies, people inside those companies, and industry information. We drink our own champagne at Folloze by using our ABM outreach tool, sending targeted drip sales campaigns with curated content especially chosen for the interests of the recipients. Folloze boards can include video, PDFs, blog posts, etc. so it’s a great way to see what content performs best and has the strongest reaction. Folloze is also our Sales Engagement Software, as it tracks when things have been opened and how long the recipient has been engaging with said content.

MTS: Could you tell us about a standout digital campaign? (Who was your target audience and how did you measure success)
Instead of talking about one of mine I’m going to talk about one of our [Folloze’s] clients.

Michelle Davis, Sr. Product Marketing Manager at Microsoft US Enterprise Services, was looking to sell more of Microsoft’s Premier Services offering in order to increase Azure data consumption. She used the Folloze platform to assemble a board of Success Stories and program overview information. With one single board, each of her 230 sellers was enabled to build awareness in his or her prospects. Each board was automatically customized for the recipient using Folloze auto-personalization. The result? Over 19% engagement and 8% conversion.

According to Ms. Davis, “We operate at Microsoft by the numbers, and the engagement we saw with Folloze in the first week was great. I expect to see a 7X increase in consumption for the customers we sell Premier Services to with this offering.”

MTS: How do you prepare for an Artificial Intelligence-centric world as a marketing leader?
AI is a marketing game-changer. Much of the early stage of a sale, where you’re reaching out to prospects, is repetitive. It can take 6 – 8 attempts at outreach before a customer responds, and even then, much of the responses can be followed up with a template. With AI we can better personalize our correspondence so that timeline from reach out to conversation is truncated. Using AI to manage the conversation also shortens the timeline to likability, a critical component to every enterprise sale.

In a world of voice AI, SEO is now your most important objective. With voice AI, ads cannot be listed on the side of organic results. There is no side. Instead, search results will be provided to you via Google Home or Amazon’s Alexa. As top results are read aloud, most people will only want to hear the first few then move on. If you aren’t in the top three results for whatever keywords your prospects are looking for, you will not exist.

This is How I Work 

MTS: One word that best describes how you work.
Laughter. I find I laugh a lot with the people I work with. It’s easy to be passionate about what you do when you love who you work with.

MTS: What apps/software/tools can’t you live without?
Google Apps + MixMax + The Great Suspender + my Moleskin notebook without lines.

MixMax has extra functionality that I need inside Gmail. I love being able to send a calendar invite inside an email. It’s smoother and painless on the side of the recipient. You can suggest several times, place the invite inside of the email and the recipient can pick which time works for him or her. Simple, easy, painless, fast.

I’m one of those people with a million tabs open (I currently have over 50 tabs open in 3 different browser windows) and I use Chrome. Anyone who has a Mac on Chrome knows that means my computer will be in overdrive in no time flat. The Great Suspender is an app that suspends the tabs you’re not using until you’re ready to use them, so I can keep my million tabs without killing my machine.

MTS: What’s your smartest work related shortcut or productivity hack?
I have a few. First off – I’ve turned off notifications on my phone for everything except WhatsApp (because that’s where my kids message me.) And I always have my phone set to silent. Second, I write lists. Third, when I need to get into a flow state for writing or research and I am having a hard time concentrating, I turn the twenty-minute hourglass on my desk. The noise distracts just enough for me to concentrate on one thing and yet it’s quiet enough for me to not notice when it’s done. I used to use a timer and by the time the 20 minutes was up I would be in flow and then the alarm would bring me out of it. The hourglass is a more elegant and better solution overall.

MTS: What are you currently reading? (What do you read, and how do you consume information?)
I read books and I listen to books. I’m obsessed with behavior and read or listen to everything I can about it. I typically read and listen to several books at once.

I’m currently reading Getting More by Stuart Diamond. I swear I’ve highlighted half the book, it’s that good. It’s changed how I think about every interaction I have with people at work and for work. It’s changed how I think about messaging.  This is one of the few books I’ll read more than once.

I’m listening to Presence by Amy Cuddy. I know that her hands-on-hips power pose has been proven false but I still maintain that keeping your arms in the air for 2 minutes cuts off cortisol. My reason for this belief is that having your arms in the air for 2 minutes brings in a burn, for those who aren’t in top shape, and as such induces endorphins which cuts off cortisol (like all exercise). I feel so strongly about Presence I’ve written about it in my personal blog.

I’m also listening to The 48 Laws of Power by Robert Greene. I can’t listen to this straight through though. It has too many examples of human behavior that make me cringe. It’s also long. But it’s a good book, with learnings that are important for everyone in business and marketing, so I keep listening to it. In small snippets.

MTS: What’s the best advice you’ve ever — your secret sauce?
Treat everyone well, try to end everything nicely. Be the first to admit when you’ve screwed up, apologize and take ownership for it before being brought to task.

Write things down. If it’s a large task (like writing a book), break it down into tiny steps and write those down. Check things off as you get each bit done.

MTS: Tag the one person in the industry whose answers to these questions you would love to read:
I’ve seen Sydney Sloan, the CMO of Alfresco, speak at B2BMX – and she was incredible. I’d love to know how she would answer these questions.  

MTS: Thank you Shira! That was fun and hope to see you back on MarTech Series soon.

[vc_tta_tabs][vc_tta_section title=”About Shira” tab_id=”1501785390157-b58e162d-0ae25a4b-c27aca64-108e409f-f04c”]

Shira Abel is the CEO of Hunter & Bard (H&B), a marketing and branding agency that works with fast growing, revenue generating SaaS companies on building their brand, awareness, lead generation and thought leadership.

Shira is also a sought after Corporate Speaker – and has spoken at AdRoll, Axa Tech, Allianz, eToro and more. A thought leader in the startup marketing space, Shira works with companies to build and implement smart marketing strategies and build online communities that grow companies. Shira has experience speaking worldwide at conferences on marketing for startups, judging competitions, teaching marketing for startups, and mentoring at several startup accelerators. She also works with companies to build the marketing into the product. MBA from Kellogg School of Management.

[/vc_tta_section][vc_tta_section title=”About Hunter & Bard” tab_id=”1501785390320-2d44fa50-740c5a4b-c27aca64-108e409f-f04c”]

Hunter & Bard
Hunter & Bard is a PR and design agency that works with fast growing, revenue generating tech companies on building awareness and thought leadership, and design and branding.

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[mnky_heading title=”MarTech Interview Series” link=”url:https%3A%2F%2Fmartechseries-67ee47.ingress-bonde.easywp.com%2Fcategory%2Fmts-insights%2Finterviews%2F|||”]

The MTS Martech Interview Series is a fun Q&A style chat which we really enjoy doing with martech leaders. With inspiration from Lifehacker’s How I work interviews, the MarTech Series Interviews follows a two part format On Marketing Technology, and This Is How I Work. The format was chosen because when we decided to start an interview series with the biggest and brightest minds in martech – we wanted to get insight into two areas … one – their ideas on marketing tech and two – insights into the philosophy and methods that make these leaders tick.

Marketsmith Buys Back i.Predictus

By
PRNewswire
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0
marketsmithinc

Sole Female Ownership of Patented Marketing Tech Benefits All Clients

Marketsmith Inc., the nation’s fastest-growing, women-owned, data-driven integrated marketing agency, has repurchased all the remaining i.Predictus stock from its original investment team, bringing its ownership of the marketing software company to 100 percent.

Monica C. Smith
Monica C. Smith

“For a woman-owned software company to buy the majority of its stock back from investors in under three years is virtually unheard of,” notes MSI CEO Monica C. Smith. “Not only did we repay their initial stake, our backers received a return on their investment.”

Full ownership represents the culmination of incorporating the i.Predictus data service platform into Marketsmith’s unique I.P.Q. Approach, an acronym for Intelligent Predictive Quantifiable, for each of its clients.

Jill Draper
Jill Draper

“I.P.Q. is a never-ending loop of data ingestion and insights that combines the best of data science with human ingenuity,” notes Jill Draper, president, MSI.  “It is where science meets soul.”

I.P.Q., powered by the embedded i.Predictus tech stack, can predict future sales with 93 percent accuracy and has successfully run through more than $1Bn of MSI’s client media spend.

Draper notes that Marketsmith’s proprietary tools and technology stack give the agency the data and analytics to inform every decision, from strategy to media to creative.

“Smart marketing no longer exists without the right technology. That’s why our I.P.Q. Approach will be part of every client’s omnichannel strategy,” Draper says. “We believe it provides our clients with an edge they can’t get at a traditional media or creative shop.

I.P.Q. allows Marketsmith to have a competitive advantage no other media marketing agency has.  The quality of data analysis, combined with predictive outcomes is available to every client the day they sign with the agency.

“Marketsmith is the front-runner for all emerging brands that want to challenge and win in their respective markets,” emphasizes Draper. “We are fast becoming the market leader in real-time data visualizations, attribution and transformative media buying.“

comScore Appoints Gregory A. Fink as Executive Vice President, Finance

By
PRNewswire
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0
comscore

Former Chief Accounting Officer of Fannie Mae to Lead Company’s Finance Team

comScore announced that Gregory A. Fink has joined comScore as Executive Vice President, Finance, effective, October 3, 2017. He will report to David Kay, who was appointed Interim CFO & Treasurer in September 2017.

Mr. Fink is an accomplished senior finance executive with more than 25 years of experience in accounting, financial reporting, business analytics, budgeting, internal controls, and talent development. He most recently served as Senior Vice President, Controller and Chief Accounting Officer at Fannie Mae where he led a team of 600 professionals and oversaw a multi-billion dollar annual expense budget. With extensive experience in SEC reporting, Mr. Fink had responsibility for Sarbanes-Oxley compliance and Audit Committee reporting. Prior to joining Fannie Mae in 2006, he served as Vice President of Financial Reporting and Policy at MCI, Inc. and was a Senior Manager at Deloitte. Mr. Fink holds a B.S. in Business Administration with an accounting emphasis from San Diego State University and is a licensed Certified Public Accountant in Virginia.

Gian Fulgoni
Gian Fulgoni

“I’m delighted to welcome Greg to comScore,” said Gian Fulgoni, comScore’s Chief Executive Officer. “He’s a proven leader with an outstanding track record of managing large finance teams, and comes to us with a wealth of experience in overseeing complex financial operations that will help move comScore forward.”

As Executive Vice President, Finance, Mr. Fink will be responsible for all aspects of the on-going finance function activities, which would include general accounting, accounting policy, taxes, treasury, financial planning and analysis and financial reporting.

Digital Agency Lumentus Expands; Recruits New Director and Promotes Four

By
PRNewswire
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0
Lumentus

A corporate communications expert who brings a range of creative and managerial skills, Marisa Lichtenstein, has joined digital communications agency Lumentus as Senior Director, Client Relationships, the company announced.

The New York-based firm also announced the promotions of four staff members in its search engine marketing, digital and creative strategy units.

Marisa Lichtenstein, Lumentus Senior Director, Client Relationships
Marisa Lichtenstein, Lumentus Senior Director, Client Relationships

Lumentus, a full-service integrated digital communications agency that helps clients build and manage brands and protect and improve perceptions, represents a roster of corporations, financial services firms and their executives as well as public policy organizations.

A veteran project manager with more than 12 years of experience, Lichtenstein will help direct digital strategy for clients as well as manage accounts and help conduct live events.

Previously, Lichtenstein was vice president at Image Media, a brand experience and communications firm, managed accounts at GO! Experience Design and began her career at Broadstreet, a corporate and marketing communications firm. In an example of art and science coalescing, Marisa received her Bachelor of Science degree in Communications from Boston University and her Masters in Fine Art, Design and Technology at Parsons School of Design.

Christina Bertinelli
Christina Bertinelli

“Marisa developed core competencies in messaging and content creation, information architecture and creative strategy,” said Christina Bertinelli, Lumentus Senior Partner. “Marisa’s experience spans website creation, large-scale corporate events with digital integration, video, presentation collateral, employee engagement campaigns and brand launch campaigns.”

At the same time, Bryan Bridges, a seasoned communications professional and key member of the Lumentus digital reputation management (DRM) team, has been promoted to Senior Director, Digital Strategy. With more than 15 years of experience providing clients with strategic counsel, social strategy and content development, Bridges leverages digital media and technology to drive marketing and communications efforts.

Prior to joining Lumentus, Bryan was Senior Director at Burson-Marsteller, Vice President, Marketing and Communications at KKR and Director, Firmwide Marketing at Morgan Stanley. Bryan was also previously U.S. Digital Strategy Lead at Brunswick Group in New York.

Hameem Kader, a search engine marketing expert, has been promoted to Director of Search Marketing. Kader is now responsible for creating and executing digital marketing solutions, from SEO to SEM campaigns, to achieve client goals. Kader joined Lumentus in 2015.

Prior to Lumentus, Kader led search engine optimization efforts for publishing companies and high-profile law firms.

Phil McMahon, now Account Director, joined Lumentus in 2011 as an Assistant Account Executive. Leveraging the skills he acquired as a screenwriter and videographer, McMahon helps clients develop their digital assets and successfully deploy them through online and social media channels.

In his new role, McMahon works with clients directly and oversees all phases of project development, from conception to execution, provides strategic support, and creates dynamic and compelling original print, social and video content.

Jesse Jacobs, formerly Creative Manager, has been promoted to Director of Creative Strategy. Jacobs provides support across the creative chain from preliminary research, data analysis, writing, strategy development to design and production. Jacobs began his career at Lumentus as a summer intern in 2010 while studying at Elon University.

Yext Announces Appointment of Tamar Yehoshua to its Board of Directors

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Yext
Yext
 Yext,  the leader in Digital Knowledge Management, announced the appointment of Tamar Yehoshua, Google’s Vice President of Product Management for Search, to its Board of Directors. The appointment was effective as of October 2, 2017.
Howard Lerman
Howard Lerman

“We are thrilled to welcome Tamar to our board,” said Howard Lerman, Yext Founder & CEO. “Tamar is an amazing product executive with unique experience in scaling search, structured knowledge, and AI products on the world’s biggest consumer platforms.  I look forward to her counsel and support as Yext pioneers Digital Knowledge Management.”

Tamar Yehoshua, Vice President of Product Management for Search at Google, and Director, Yext Board of Directors
Tamar Yehoshua, Vice President of Product Management for Search at Google, and Director, Yext Board of Directors

“Yext is a visionary company founding an entirely new SaaS category, and I’m proud to be joining its Board of Directors,” said Tamar Yehoshua. “I look forward to helping Yext realize the vast potential of Digital Knowledge Management.”

With this appointment, the Yext Board of Directors now consists of Howard Lerman, Yext Founder and CEO; Brian Distelburger, Yext Co-Founder and President; Michael Walrath, Yext Chairman and Founder and former CEO of Right Media; Phillip Fernandez, Co-Founder and former President, Chief Executive Officer, and Chairman of the Board of Marketo; Jesse Lipson, Corporate Vice President and General Manager of Cloud Services at Citrix; Julie Richardson, former Senior Adviser to Providence Equity Partners LLC, and former Partner and Managing Director at Providence Equity; Andrew Sheehan, Managing Director at Sutter Hill Ventures, and Managing Director of Tippet Venture Partners, L.P.; and Tamar Yehoshua, Vice President of Product Management for Search at Google.

In August, Smartling, a translation technology and service innovator, has deepened the integration of its Translation Management Platform with the Yext Knowledge Engine through a Smartling app in the Yext App Directory, enabling businesses to translate and localize their online listings seamlessly, from basic business information to deep content like promotions and product information across the web.Smartling’s Translation Management Platform combines business process automation with professional translators and integrates seamlessly with leading technology platforms, streamlining the language translation management process.

Meet the App That Just Made Augmented Reality Accessible to Everyone

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skrite

Social media is being taken to the skies – quite literally – with an augmented reality app called Skrite. Skrite asserts that it is now possible to unleash the imagination on the celestial canvas through the phone’s lens by leaving virtual messages, pictures, selfies and doodles in the sky for friends and fellow Skyers to see in real-time. The app is the first of its kind in bringing user-generated augmented reality to a mobile device.

Skrite’s application focuses on the future of social and how folks engage with each other – from creating romantic proposals, new gestures of wishing loved ones or simply finding unique ways of expression. Users tilt their phone upwards to explore the sky and read the content or ‘Skrites’ that others have left in the sky. Privacy is still priority, for the content can also be hidden in the sky or sent as a private message.

Rishab Jain
Rishab Jain

It often seemed like the realm of augmented reality was dominated by tech wizards and therefore complex to understand, but Rishab Jain, CEO and Founder of Skrite claims to have simplified this mystery. “Our goal is to make augmented reality accessible to people,” he explains. “Casual users shouldn’t feel augmented reality is off-limits because it seems complicated or unattainable. With the right interface, it is simple to use and is a fantastic way to explore the space around you.”

Commoditization of the sky is inevitable and the first person to upload a Skrite in an area gets to virtually mark one’s territory and even treat the sky as real estate. It’ll be curious to see how brands connect with consumers in the very near future. Skrite’s applications range from creating quirky Skrites over a user’s home to advertising above a business, or any location that brings value to larger companies. The future of mobile advertising is only braced to get smarter, more versatile and more unique.

Arshia Siddique
Arshia Siddique

“Skrite lets you travel without leaving your home through AR ‘teleportation,'” adds Dr. Arshia Siddique, COO and co-founder of Skrite. “It transports you into a realm you did not know existed, filled with curious creations emerging right from your phone camera. Visualize an augmented city or a tangible environment around you that becomes a portal to the digital. Basically, imagine the ability to browse life, like you browse the web.”

ScribbleLive Announces Two New Members to its Board of Directors

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ScribbleLive

Two New Additions Brings The Total To Eight Active Advisors On Its Current Board

ScribbleLive announced two new appointments to its board of directors: Adam Howatson, Chief Marketing Officer (CMO) of OpenText; and Janis Lindenbergs, Senior Vice President (SVP) and Client Service Director at Cossette.

Janis Lindenbergs
Janis Lindenbergs (CNW Group/ScribbleLive)
“We’re thrilled to bring Adam and Janis to our team. As experts in their respective fields, they bring tremendous value to our board of directors,” said Vince Mifsud, CEO, ScribbleLive. “As ScribbleLive embarks on our next phase of growth, we will benefit greatly from Adam and Janis’ experience and guidance.”

As a specialist in information and communication technology, Howatson brings a wealth of experience to the table. He first joined OpenText in October 2001. OpenText™, the information company, is a global leader in Enterprise Information Management (EIM) to create a better way for organizations to work with information, on premises or in a cloud. Howatson has served the organization in various departments, notably including: Product Management, Marketing, Engineering, Information Technology, the Office of the President, and Mergers and Acquisitions. As the company’s current CMO, Howatson oversees OpenText’s Global Marketing Strategy and its Global Partner and Alliance Operations.

Throughout his career, Howatson has lectured at Western University, Ryerson University, and the University of Waterloo, speaking to a variety of topics pertaining to information and communication technology. He has also previously served on the national board of directors for the Information Technology Association of Canada (ITAC) and currently sits on the board of directors for Logisense Corporation.

Lindenbergs, on the other hand, is best known for his work with ground-breaking advertising campaigns and leading-edge communications strategies. Having worked in the advertising industry for over twenty years, Lindenbergs is currently the SVP and Client Service Director at Cossette — one of Canada’s leading communications agencies — where he is responsible for the integration of all disciplines between clients. Cossette’s strong performance as an integrated agency was acknowledged earlier this year when Cossette was named “Agency of the Year” by Strategy magazine, which is widely recognized as one of the highest honours in the Canadian advertising industry.

Allianz AGCS Wins Prestigious Customer Experience Impact Award with the Qualtrics Experience Management Platform™

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qualtrics

Customer Experience Professionals Association (CXPA) Award Recognizes Global CX Leaders Who Have Made A Profound Impact On Their Organization And Its Customers

Qualtrics®, the leader in experience management, announced that Allison Windon, Director of Customer Experience at Allianz Global Corporate and Specialty (AGCS), has been confirmed as a winner of the CXPA’s 2017 Impact Award.

The award, which recognizes global CX leaders who have made a profound impact on their organization and its customers, was presented to Windon for the success of AGCS’ global CX program, powered by Qualtrics’ Experience Management Platform.

The award is recognition for Windon’s role in shaping and managing AGCS’ True Customer Centricity (TCC) program – Allianz’s customer experience program which covers 22 countries, 16 languages and represents some $7.6 billion in premiums.

Run on the Qualtrics Experience Management Platform, the program allows AGCS to monitor and respond to customer feedback in real-time, using their +12,000-strong client and broker database to gather insights and drive actions to improve the experience for their customers.

Allison Windon
Allison Windon

“It has been a phenomenal opportunity to build and shape a global program from the ground up, in an industry that is rapidly recognizing the importance of customer experience,” said Allison Windon, Director of Customer Experience at Allianz Global Corporate and Specialty. “I am proud to work for an organization that puts the customer at the heart of everything we do. And I am committed to working with my peers to advance the body of knowledge in the B2B space. Many thanks to the AGCS team for bringing this program to life, to Qualtrics for their partnership, and to the CXPA for this honor.”

The TCC program has transformed how AGCS thinks about its customers and is driving real change. The program has seen year-on-year increases in NPS and the launch of new products and processes across the group in response to the insights gathered. The AGCS CX program puts customer experience at the center of every employee’s thinking, whatever their role in AGCS.

Luke Williams
Luke Williams

“I can’t think of a more deserving winner of this award. Allison has shown real leadership and commitment to driving change at AGCS through this program. She’s been instrumental in creating a program for success – from program design to integrating Qualtrics with AGCS’ CRM to help them close the loop with their customers,” said Luke Williams, Head of CX at Qualtrics. “Allianz’s TCC program is a great example of how, with the right technology in place and passionate people driving it, organizations can translate customer insights into new initiatives and new products that not only put the customers at the heart of what they do but also drive value back to the bottom line.”

Marketo Announces Leadership Changes to Global Revenue Team

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Marketo Announces Leadership Changes to Global Revenue Team
Marketo Announces Leadership Changes to Global Revenue Team

Kate Fitzgerald And Jamie Anderson Join Marketo In The Americas And EMEA, With Yasutaka Fukuda Expanding Leadership In The Asia Pacific

 Marketo, Inc, the leading provider of engagement marketing software and solutions, announced that it has appointed three executives to head its revenue teams in the Americas, EMEA, and Asia Pacific. Kate FitzGerald joins Marketo as president of sales, Americas; Jamie Anderson has been appointed president of EMEA; and Yasutaka Fukuda has been promoted to president of Asia Pacific–Japan. All three will report into Marketo Chief Sales Officer Eric Johnson.

Eric Johnson
Eric Johnson

“With the appointments of Kate, Jamie, and Yasutaka, I am confident that Marketo has the best revenue team in the entire enterprise software industry,” said Johnson. “These three executives have stellar track records of building and inspiring revenue teams at leading technology brands around the world. Kate, Jamie, and Yasutaka will take the success of Marketo’s field and customers to new heights in the Engagement Economy.”

FitzGerald joins Marketo from Oracle Marketing Cloud, where she was most recently group vice president of sales for North America. At Marketo, FitzGerald will oversee the Americas sales team. Over the course of her more than 30-year career in enterprise software, she has led top-performing sales organizations for both mature and early-stage companies with aggressive growth goals. Prior to Oracle, FitzGerald served as vice president, Worldwide Sales, for Salesforce.com’s Service Cloud, building a team from the ground up and pioneering a new selling model for the company’s customer service and contact center applications. FitzGerald also held multiple senior leadership roles during her 11-year tenure at Siebel Systems, Inc.

Kate FitzGerald
Kate FitzGerald

“I am thrilled to lead Marketo’s Americas salesforce as it champions the superior benefits of the Marketo Engagement Platform,” said FitzGerald. “Marketo has been aggressively innovating to deliver the best engagement marketing solutions available for today’s enterprise, and I look forward to being part of an executive team committed to capitalizing on Marketo’s incredible market potential.”

Anderson will be responsible for overall business operations across EMEA, including the region’s recent expansions in France, Germany, Ireland, and the United Kingdom. He brings more than 20 years of experience in marketing and business development, including 11 years at SAP. His most recent role was senior vice president and chief marketing officer at SAP Hybris. Anderson has worked with numerous brands to redefine customer experience throughout his career, drawing upon his experience as a product developer, solution architect, marketer, and business developer. A recognized thought leader in the customer engagement and CRM space and noted for his track record in building winning teams, Anderson has also held leadership roles at Adobe and Siebel.

“Meaningful customer engagement transforms not just the way customers think about a brand, but how they feel about it,” said Anderson. “Marketo and its customers sit at the very heart of the Engagement Economy. I’m excited to be able to work closely with the global leadership team, as well as our regional partners and customers, to drive Marketo’s leadership in EMEA.”

Fukuda has been promoted to president, Asia Pacific–Japan, from his current position as representative director and president of Marketo K.K., Marketo’s joint venture with Dentsu Digital Inc., and SunBridge Corporation. In his new role, Fukuda will continue to oversee operations in Japan, as well as Marketo’s presence in Australia, New Zealand, and Asia. Fukuda joined Marketo in 2014 from Salesforce.com, where he served as senior vice president of commercial sales in Japan. He has been instrumental in Marketo’s successful entry into the Japanese market, which has included triple-digit revenue growth, numerous strategic partnerships, and unparalleled customer success.

SOCi Adds Instagram Publishing, Updated Analytics to Continue to Streamline Social Media for Multi Location Businesses

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SoCi

 SOCi, a leading SaaS enterprise solution for large-scale social media and reputation management, announced the release of new and improved features to the SOCi platform. The brands, franchises, agencies, and property management firms that leverage SOCi’s technology platform to manage their local social media and reviews pages can now benefit from the following new functionalities:

Instagram Publishing & the New SOCi Mobile App

Adding to the suite of tools business can use to publish content across Facebook, Twitter, LinkedIn, and Google+, SOCi has now made it easier than ever to create and publish content on Instagram. Features of the new integration on the SOCi platform include a user-friendly Instagram scheduler, image editor, and approval gateways. Additionally, the new SOCi mobile Instagram app gives users the ability to manage and publish posts, all at their fingertips.

SOCi Conversations

SOCi’s Conversations tool allows organizations to keep a better eye on social conversations happening across all channels and locations. This feature discovers the most important conversations that brands and businesses are a part of and directly sends them to the individual(s) in charge of responding. SOCi Conversations makes monitoring customer feedback and dialogue on social media easy; guaranteeing that businesses won’t miss essential comments or messages that have the power to influence brand image and reputation.

Advocacy (Review) Solicitor

SOCi’s Advocacy (Review) Solicitor tool allows businesses to collect more high-rated reviews from their biggest fans. Complementing existing robust review tracking and responding tools, SOCi now lets businesses deliver a survey that will discern customers’ happiness in real-time, solicit a review from those that are at the height of their satisfaction, and collect feedback from those less satisfied. This feature will increase reviews from the right people and give companies a chance to privately address customer issues before they surface.

SOCinsights Dashboard

The new SOCi dashboard, SOCinsights, elevates the most important information, metrics, and tools that will help users deliver the biggest impact. This allows users to quickly view fan demographics, peak posting times, top performing content, and reviews by network directly upon log in. SOCinsights also provided easy-to-digest insights and allows managers to quickly refine their social campaigns, increasing brand awareness and engagement levels.

Alo Sarv
Alo Sarv

“SOCi continues to obsess over the problems our multi-location customers face in trying to manage social media and reputation at scale. These new features will help our customers efficiently manage their hundreds or thousands of pages, delivering new leads to their businesses and better care to their customers,”Alo Sarv, CTO, SoCi said.

Afif Khoury
Afif Khoury

“At SOCi we apply innovation and engineering to solve very real problems. These new tools are in response to a growing social media ecosystem that is becoming not only a premier channel for attracting new customers, but the new frontier for customer care,” Afif Khoury, CEO SoCi said.

Identity Proofing Award Given to LexisNexis® Risk Solutions for Identity Proofing Solution

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LexisNexis

Lexisnexis Risk Defense Platform Recognized By Javelin For Providing ‘A Deeply Functional Solution’ 

Javelin Strategy & Research, a research-based advisory firm, announced LexisNexis® Risk Solutions, a unit of RELX Group, as a “Leader in the Functional Category” and an “Innovation Contender” on the prestigious Javelin Identity Proofing Platform Scorecard. The global data and analytics company was recognized as a top provider for its LexisNexis® Risk Defense Platform, which monitors consumer behavior, and can discern between a real user and a fraudster. Javelin also acknowledged the firm as innovative.

"The LexisNexis Risk Defense Platform simplifies the deployment of multi-layered fraud prevention."
“The LexisNexis Risk Defense Platform simplifies the deployment of multi-layered fraud prevention.”
Paul Bjerke
Paul Bjerke

“We are honored to be recognized by Javelin for our work in managing complex fraud efficiently, while ensuring a positive customer experience with onboarding, login, authentication and/or account management,” says Paul Bjerke, vice president, fraud and identity management strategy, LexisNexis Risk Solutions.

The Identity Proofing Platform Scorecard uses Javelin’s Functional, Innovative, Tailored (FIT) model to evaluate the identity proofing vendor landscape, and “aims to provide a holistic evaluation of a vendor’s capabilities for financial services companies within the context of the problem being addressed, leveraging new and innovative technological processes, and in providing flexible integration with customer systems.”

The LexisNexis Risk Defense Platform links a client’s business to a robust set of fraud and identity capabilities and intelligent reporting metrics that help to improve the ability to achieve secure authentication and attain the workflow agility to keep a client’s fraud deflection strategy ahead of the next big threat, while servicing good customers with less friction.

Kim Sutherland
Kim Sutherland

“Implementing a multi-layered approach to tackle the evolving fraud landscape can be challenging for commercial and government organizations,” says Kim Sutherland, senior director of fraud & identity management strategy at LexisNexis Risk Solutions. “By having just one platform to serve as the fraud decisioning engine for consumer workflows, LexisNexis Risk Defense Platform simplifies the deployment of multi-layered fraud prevention, and enables banks, merchants, and a vast array of commercial and government organizations to address their current fraud and identity risks and evolve with future digital and physical identity threats.”

Oracle Partners Continue to Accelerate Success in the Cloud

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Oracle

New Oracle PartnerNetwork Program and Enablement Resources Provide Easier Access to Oracle’s State-Of-The-Art Cloud Platform

 Oracle PartnerNetwork (OPN), announced that the company continues to see strong cloud leadership and momentum across its 25,000-member strong partner program. Companies are increasingly looking to the cloud to stay competitive and enable business transformation. Since its launch in February 2016, more than 2,600 unique partners have joined the Oracle PartnerNetwork Cloud Program. Additionally, cloud resell revenue from partners increased 105 percent year over year.

Further helping customers and partners succeed in the cloud, OPN also announced the Oracle Cloud Excellence Implementer Program.

“Oracle continues to deliver the programs and enablement resources that help our partners to grow and thrive in the cloud,” said Dave Donatelli, executive vice president, Cloud Business Group, Oracle. “Through Oracle PartnerNetwork, we work in tandem with partners to provide customers with the solutions and services needed to take advantage of Oracle’s state-of-the-art cloud platform.”

With Oracle’s complete and integrated cloud, customers can choose their own personalized path for how they want to move to cloud and partners are a critical part of that journey. Nearly half of all partners in the OPN program today implement, develop and sell in the cloud with Oracle.

NetLine Corporation Releases New Predictive Lead Generation Form Technology

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MTS Staff Writer
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Netline

Reporting a Strong Increase in Content Request Rates, NetLine Continues the Advancement of the Largest B2B Content Syndication Lead Generation Network.

Following their new predictive lead generation form update in September, NetLine Corporation is reporting a strong increase in content request rates across their B2B content syndication network. The update focused on streamlining the data capture experience of the forms to decrease abandonment rates and accelerate the leads generated on behalf of NetLine’s clients without affecting overall lead data quality. This proprietary lead generation form technology update further advances NetLine’s position in the B2B marketing technology industry as the leading B2B content syndication lead generation platform for organizations to acquire qualified leads and meet demand generation goals.

Jean-Claude Lupis
Jean-Claude Lupis

The latest version of NetLine’s proprietary lead generation form significantly reduces the number of fields exposed to the user for completion while still capturing a comprehensive 18-point professional profile of each lead generated. The streamlined predictive form begins with email capture followed by a series of five core fields for a user to complete. Most users will only need to complete 5-7 fields using the new technology, a 60% reduction in required data entry. Marketing Charts, a leading marketing industry data site, cited growth in their content request rates led by a 14% decrease in bounce rate. “NetLine’s latest lead generation form release has already increased our content request rate by more than thirty percent—improving the experience for Marketing Charts’ audience and ultimately capturing more leads with the smart predictive technology,” cited JC Lupis, Editor-in-Chief of Marketing Charts.

Robert Alvin
Robert Alvin

Just this year, NetLine began an expansion of their platform by offering publishers free access to the lead generation form technology with white labeling, analytics, and self-service campaign portal to run more efficient lead generation programs. “Now publishers can use our lead generation forms to enhance their own unique lead gen solutions for their own clients, with the option of amplification across NetLine’s network. It’s a no brainer when you compare NetLine’s form technology, data verification and cleansing, campaign management portal, and cost—which is free—over others in the space,” explained Robert Alvin, CEO and Founder of NetLine Corporation.

As the largest B2B-specific content syndication lead generation network available on the web today, NetLine is dedicated to offering the most sophisticated lead generation forms and campaign capabilities to clients and their publisher network. “We want marketers, publishers and agencies from companies of all sizes to know that NetLine offers the most comprehensive content-based lead generation solutions in the business-to-business marketplace. Our self-service portal, proprietary technology, industry experts, and entire content marketing and lead generation platform is designed to offer robust solutions for every player in the game.”

Trish Lemley Joins Fosina Marketing Group As Senior Vice President Of Client Services

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Lemley Will Work To Identify Attractive Growth Opportunities For The Leading Marketing Firm

Fosina Marketing Group (Fosina), a leading digital marketing services agency with a focus on optimizing direct-to-consumer acquisition and customer retention for highly recognized brand clients, announced today that Trish Lemley joined the company on September 25th as Senior Vice President of Client Services. Lemley will be responsible for managing all aspects of current and potential client relationships.

Lemley brings more than 15 years of experience in advertising sales operations and client services, with a focus on linear and digital. Prior to joining Fosina, she was the Senior Vice President of Sales Operations and Client Services at Turner. During her tenure at Turner, she was instrumental in radically restructuring the entire sales support team from roles and responsibilities through new systems, policies and procedures that established best practices not just for Turner but for the entire cable industry.

Trish Lemley
Trish Lemley

“It is a pleasure to join the Fosina team and I look forward to executing the company’s growth strategy through client relationships and services,” says Trish Lemley. “Fosina’s strong focus on optimizing client acquisition and retention has made the company a leader in the direct to consumer marketing industry. I am looking forward to working with the executive team to position the company for continued growth and success.”

Jim Fosina
Jim Fosina

“We are delighted to welcome Trish to our executive team,” said Jim Fosina, CEO of Fosina Marketing Group. “We are confident her experience in advertising sales operations and client services will be instrumental in taking Fosina to the next level.”

Fosina provides a wide array of services to leading brand clients, including the following: Consulting, Creative Design, Website Development/Hosting, Order Transaction, Subscription CRM, Merchant Processing Options, Media Planning/Procurement, Customer Service Management and Warehouse/Shipping execution.

Four Key Takeaways from AdWeek New York

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Jeff Meglio
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adweek

NYC’s Advertising Week 2017 wrapped up on Friday after more than 100,000 leaders from the advertising, marketing, media and creative worlds spent five days debating, discussing and predicting the current and future state of the industry.

From topical daytime panel discussions and evening networking events, to late-night parties where the more “direct” conversations took place, Advertising Week was a full-on celebration of the economic and social impact of the evolving industry. Topics such as the importance of diversity, data-driven advertising, the future of adtech, and the influence of Artificial Intelligence (AI) and Augmented Reality (AR), give a taste of the broad spectrum of subjects covered throughout the event.

Here are a few of the key messages for digital advertising that emerged from last week’s event:

Quality content can combat ad blocking

Keith Weed, Chief Marketing Officer at Unilever, shared his thoughts on the contentious topic of ad blocking, stating “600 million people have installed ad blockers because a rubbish experience will indeed move people away from your advertising.”   He offered a simple alternative, suggesting the industry can earn trust and attention by developing quality content that audiences seek out, and by giving users a great experience.

Programmatic is entering a powerful phase

Programmatic – or automation – was front and center of many presentations and conversations throughout the week, whether they involved well-established creative agencies and holding companies, or young start-ups and digital agencies. Despite current challenges of transparency, attribution, and brand safety, programmatic was firmly in the spotlight and earned more than its fair share of air time.

The sports analogies used to describe the current phase of programmatic included the third inning of a nine-inning baseball game or the start of the second half of a soccer match, but whatever your preferred sport it’s clear programmatic still has plenty of growing room.

In the session, ‘The Next Era of Programmatic’, Keith Eadie, VP at Adobe stated, “the way people consume media today is dramatically different than it was five years ago and it will be dramatically different five years from today.” He suggested advertisers already compete using programmatic and believes the technology gives them an edge to connect with consumers.  Without it, they’re stuck advertising in Times Square or on TV. Programmatic still has a long way to go, but even in its current form it avoids upsetting users with a poor experience.

Trust and transparency are more than just talk

Trust and transparency were the two most widely discussed AdWeek topics, each forming the subject of six different sessions, not to mention countless conversations at the bar. Buyers increasingly want to understand what is happening with each transaction. They want to know where their dollars go, what the tech taxes amount to, and whether they can trust programmatic.

Some tech providers have been committed to supply chain integrity from the outset, but since the very public position rightly taken this year by a handful of the world’s largest advertisers – including P&G, Unilever and AT&T – the entire industry is motivated to restore trust in programmatic. Brands, agencies and publishers are beginning to see the clear and quantifiable economic benefits a transparent digital supply chain can drive for all parties. Brands are looking for guidance from their DSPs, agencies and tech providers, while agencies and publishers are committing to work with technology partners who care about transparency.  Everyone involved in the transaction must play their part in addressing trust and transparency concerns.

AI has arrived and will only get smarter

Several AdWeek sessions and experiential set ups discussed the promise of AI, along with the ability to do real-time analysis and drive personalization in a way that continually learns. AI-powered voice-enabled search will change the way we shop, search, and engage because ads will be far more tailored to consumers and therefore more effective. The overarching sentiment was AI is here now, will only get smarter, and will undoubtedly shape the future of programmatic.

Despite the variety of topics covered during the week, one thread remained strong. We should never lose sight of the user experience, and all industry developments should strive to enhance that experience. Every aspect of consumer lives is becoming connected, and the future of programmatic is to join up these different pieces with a push toward cross channel execution and measurement.  As we look ahead I believe programmatic will be the only way brands do advertising.

Also Read: Why Video Makes Sense for B2B Marketers

Pain Relief: Delivering on the Promise of Premium

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Paul Josephsen
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Adslot
Pain Relief: Delivering on the Promise of Premium

Adslot LogoAbout a year or so ago, a study circulated that calculated consumers’ average attention span at eight seconds, a second shorter than that of a goldfish. In today’s “right now” economy where brands are vying for even a portion of these eight seconds, creating media experiences that excite people is more important than ever. For marketers to capture our attention we need to be, intrigued, excited and emotionally connected. The content creators that own the hearts and minds of audiences are best positioned to help brands and marketers create these experiences and interactions that cut through the clutter, stop our thumbs from scrolling and drive us to interact. The need for truly premium relationships and meaningful context appears to be more important than ever.

Premium, direct advertising allows marketers to better emotionally connect with audiences and to align their brands in the appropriate context to stoke an emotional response from people. So it should be simple, right? Let’s buy more publisher direct.

Unfortunately, to date, this hasn’t been a scalable endeavor. Navigating the waters of purchasing premium media is largely inefficient for agencies and clients alike. The struggle is real and the consequences of a misstep in this fight for attention can be tremendous.

While programmatic has rightfully won its place in the sea of advertising options due to its ability to leverage algorithms and deliver scale, premium publishers and the media they provide undeniably provide the high-quality environments that brands desire when communicating their value to audiences.

Working publisher-direct and focusing on the strong relationships between the content creators (publishers) and brands helps brands immediately control transparency, brand safety, and ad fraud. A study conducted by comScore last year provided evidence indicating that premium publishers deliver substantially higher brand effectiveness for display ads. The study also showed that premium ads’ effectiveness is likely the result of the contextual environment in which the ads were viewed.

Outdated at Best

So, if premium ads and their associated environments are more effective, then why hasn’t the purchasing process been improved? More than 20 years ago the world was introduced to the display ad. Since then, the science of advertising has skyrocketed with the introduction of technology players all layering in elements of sophistication, data, and omnichannel offerings. With all this complexity and sophistication, however, the premium media purchasing process has remained stagnant and the Insertion Order (IO) process is archaic at best.

Up until recently, there hasn’t been a technology offering introduced that preserves the relationship between marketers and publishers while offering a platform that could eliminate the hassles and outdated administrative hurdles of the IO.

It Doesn’t Have to be This Way

The workflow required to buy direct, premium media is riddled with operational and administrative headaches. There’s jockeying for inventory, there’s back and forth, there are needless clerical tasks and manual work that’s all part of the direct order process that publishers, agencies, and clients all deal with.

If we hone in on what’s actually important, the relationship between the brand and the publisher, we can identify immediate opportunities to scale the human connection associated with publisher direct buying. We can create a scalable media solution designed to build relationships with audiences rather than a soulless transaction.

Tear Up the Playbook. Start Fresh

Connecting emotionally with target audiences through advertising will never be easy, but premium media has proven to work. And when it works, quality undoubtedly trumps quantity in winning the hearts and minds of consumers and driving ad performance. It’s time for the industry to demand change and embrace a new, modern approach to premium buys with new publisher-direct technology platforms that offer scale across premium media while underwriting the emotional connections that make advertising work.

Paul Josephsen is global chief marketing officer at Adslot, a pioneer for the next generation of premium media buying focused on empowering collaboration and scaling publisher-direct buying.

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