Deep Dive June-7

5 steps to drive better AI results

At LoopMe, we are pioneers in AI driven mobile video marketing. Our proprietary DMP processes over 1 trillion data points every day and we recently hit a new milestone with over 2 billion unique devices reached on the platform.

Some of our clients have asked what they can do to drive better results with AI. Here are our suggestions to get the most from your mobile video marketing:

- Wider site lists – Restricting your campaign to run on just 10 sites means that the AI is severely restricted with the pool of users it has to learn from. Opening your campaign to a wider network, while still remaining brand safe and viewable, gives the AI greater opportunities to reach audiences who can help you achieve your campaign KPI’s.

- Longer campaign duration – AI continuously self learns, typically creating new models of learning every ten minutes. The longer the campaign, the more time the AI has to learn and apply the lookalike models.

- Choose your KPI’s carefully – Giving the AI more than one KPI to work to – such as VTR and CTR can mean the AI is actually working against itself to deliver the campaign to target. Choose one and watch the uplift soar.

- Appropriate formats – If your KPI is completed views, but your format is an unskippable video, then is this a good measure of success? AI technology knows which format works best for each user and so we encourage brands to run multiple video formats with each campaign. With so many formats made for mobile like native and vertical, this will help your campaign make a real impact.

- Good creatives – AI can only do so much! Make sure your creative is designed for the mobile screen, is engaging and encourages consumers to interact with it. Then AI can get to work.

Our latest product, PurchaseLoop looks to optimise to metrics that go beyond clicks and views, but to ones which drive down through the funnel, like affinity, purchase intent or whatever the campaign KPI’s are. Find out more about PurchaseLoop.


Press: GrowthBusiness – The Future of LoopMe and AI

Written for GrowthBusiness - 17/1/17

With technology that can improve itself every 20 minutes, LoopMe works with eight of the top 10 global brands to use artificial intelligence and big data to improve brand advertising efforts. Stephen Upstone, chair of the UK Mobile Marketing Association’s Advisory Board and founder of LoopMe, talks about starting up, making it in the New York, and pushing for progress in UK’s fast-growth tech space.

What does your business do?

LoopMe has developed artificial intelligence software that self-learns which people will change their mind about products and services after seeing video advertising, and targets the moments that change their opinions.

We have reached over 2 billion different consumers on their mobile devices and process over 1 trillion data points every day, allowing the technology to learn fast, typically improving results by over 100% compared to manual human operated optimisation.

Where did the idea for your business come from?

The idea behind LoopMe was that the mobile data generated by each person should create a loop of data, which, when applied with artificial intelligence, could be used to optimise the user experience and improve advertiser results in real time.

How did you know there was a market for it?

​We had worked with artificial intelligence across major websites such as MSN, AOL, HSBC & Bank of America 10 years earlier, and observed the development of the mobile advertising market from its very early beginnings. It was clear to us that mobile would be the future of brand advertising, and that artificial intelligence would transform the entire advertising industry.

Read the rest of the article here.


Press: Campaign – What A Decade of iPhone Means For Brands

Published about the iPhone in Campaign Magazine, 17/1/17

The iPhone may have secured its place in popular culture; but for marketers a decade of iPhone has failed to deliver on the promise of mobile marketing. From interruptive ads to clumsy display ads the drive to simply squeeze traditional advertising formats into the confines of the smartphone has created a highly unsatisfactory ecosystem for advertisers.

With this in mind, Campaign spoke to Stephen Upstone, chair of the Mobile Marketing Association UK, about the key lessons for brands from the broken promises of the last decade of the iPhone and what are the opportunities ahead.

Q: How has the iPhone changed advertising?

A: Despite the intense excitement surrounding the first iPhone’s announcement, the full implications of its arrival weren’t felt until the years following its release, and are still being felt now. In the last ten years, advertisers and creative teams have relished the iPhone's (and other smartphones') variety of opportunities for interactive, novel and engaging ad units. We are still in the middle of this development with live video, VR, AR, etc. – the smartphone, championed by the iPhone, is a piece of technology birthing a number of novel options for consuming media, and will no doubt continue to do so going forward.

Lastly, the iPhone was one of the first phones to develop the idea of attribution - advertisers now have the means of tracing and measuring the impact of ads in driving not only store footfall, but also physical purchases. For brands, having this specific ROI is key.

You only need to look at the original with its clunky design and thick, hard casing, to realise how far we’ve come.

Q: What lessons are there for marketers from the cult of the iPhone?

A: The rapid development and brand loyal nature of the iPhone cult is key. Consumer tastes can only have a certain lifespan, and companies like Apple are having to make sure they stay ahead of the game when it comes to their technology and the users buying their phones. Modern consumers don’t just love tech – they love having a top-of-the-range model with a premium brand image. Certainly, this message has been seen in other sectors, particularly fashion, but it is no more true than in the case of the iPhone.

Q: The TV industry attempted to label the smartphone the "second screen" but marketers were quick to recognise the central role of the smartphone. How has the iPhone revolutionised media consumption habits?

A: The way in which we now consume media is so much more snackable. Habits have changed. We now wake up in the middle of the night to check our messages, news or the scores of our favourite sports team. As a result, attention spans are at an all-time low (roughly 12-15 seconds as of the last count) and the advertising communications have become much shorter in response, giving way to successful ten-second mobile video ads for example

Read the full article here


Press: LoopMe Announce New Hires & Promotions to Fuel Global Growth

Mobile Video Platform announces Mike Buckley as VP Strategic Partnerships, Helene Bouteille as VP Client Services and David Wayne as Senior Director Talent & HR

10/01/2017: London: LoopMe, specialists in mobile video advertising and artificial intelligence, has announced today the appointment of Mike Buckley as VP Strategic Partnerships and the promotion of Helene Bouteille to VP Client Services, as it continues to drive growth worldwide.

Mike Buckley joins LoopMe from The Telegraph, where he was Digital Commercial Director. With over 10 years’ experience in digital advertising, Mike previously held senior positions both agency and client-side at Microsoft, i-Level and Zenith Optimedia. As VP Strategic Partnerships he will be responsible for developing LoopMe’s agency and client relationships which cover brands including Samsung, Unilever, Mattel, Comcast, Macy’s, Renault, Oracle, Cartier and Verizon among others.

“I am passionate about companies which champion innovation” said Buckley, “LoopMe’s mobile video advertising solutions are at the cutting edge of the industry, and I am looking forward to bringing their products to agencies and brands at a high level”.

CEO & Co-Founder Stephen Upstone commented “we are extremely pleased to welcome Mike on-board. LoopMe has already been hugely successful at bringing a unique AI & data-led technology to market, both in the UK and worldwide. Mike’s extensive expertise in fostering relationships with agencies and clients will help drive the ambitious growth planned for LoopMe in 2017”.

He continued “we are also delighted to announce the promotion of Helene Bouteille to VP Client Services. Her continued dedication has made our client services team standout for its excellence across the industry”. Since joining LoopMe from AOL in 2012 Helene has led LoopMe’s global client services team, managing ad ops, account management and creative teams.

The announcement comes amidst a wave of expansion for LoopMe, which has doubled in size over the last year, opening new offices in LA and Mumbai.  To support this global growth LoopMe have hired David Wayne as Senior Director Talent & Acquisition. With 10 years’ experience in media and technology, David joins LoopMe from TubeMogul where he helped rapidly scale the business across EMEA and APAC before it was acquired by Adobe.






About LoopMe


LoopMe is the world’s largest mobile video platform, reaching over 1.5 billion consumers worldwide via integration with direct publishers and programmatic ad exchanges.

Our optimisation is driven by Artificial Intelligence, employing algorithms that optimise ad placements in real-time and deliver provably better results. This AI is complemented by its Data Management Platform, which underpins targeting and retargeting through customizable audience segmentation.

LoopMe is the unifying platform for all mobile video ad formats, covering pre-roll, HTML5 and VAST, including native and full-screen formats which deliver stronger consumer engagement across all mobile devices.

The company was founded by experienced mobile advertising executives Stephen Upstone (CEO) and Marco Van de Bergh (CTO), with the mission to improve mobile advertising for advertisers, publishers and end-users alike, by providing more engaging ad formats that improve the end-user experience as well as deliver better performance and results.

LoopMe has global offices in New York, London, Los Angeles, Beijing, Dubai, Dnepropetrovsk, Mumbai, South Africa, Bangalore, Berlin, and Paris.





LoopMe unaffected by ‘methbots’

 An audit revealed that just 0.00064% of impressions were affected at LoopMe

What happened?

In late December 2016, a sophisticated Russian hacking operation dubbed ‘Methbot’ was detected by ad fraud detection company White Ops. Cofounder and CEO, Michael Tiffany commented that ‘we’ve never seen anything like this. Methbot elevates ad fraud to a whole new level of sophistication and scale’. The figures being discussed reflect this, with White Ops predicting that it could cost publishers up to $5 million per day.

While this figure has been contested by the likes of AppNexus – their investigations found that they hosted under $500 in transactions on the fraudulent IP addresses - it has caused a huge stir in the industry and rightly so.

You can read more about how ‘Methbot’ operated on Business Insider and AdExchanger.

What are we doing?

An audit showed that just 0.00064% of impressions were served to compromised IPs in November.

We immediately took steps to blacklist the compromised ‘methbot’ IP’s into LoopMe’s system-wide pre-bid fraud filters and are blocking ads to all these IPs. We will not charge any client for impressions served to these IP’s.

At LoopMe, we are committed to fraud free advertising. We have pre-bid brand quality filters as well as manual ad spot quality vetting with banned categories for adult content, illegal activity and violence (among others). We also utilise URL and video keyword blocks to prevent your ads appearing against inappropriate content.

We work with all major third party fraud and viewability vendors, including Integral Ad Science, MOAT and Forensiq and received their highest classifications as viewable, brand safe and premium.


In addition, we recently joined the TAG Registry as early adopters to improve transparency in digital advertising. For this LoopMe’s inventory underwent a vigorous background check and review process powered by Dun & Bradstreet and approved by TAG.

We would like to reassure our customers that we are working towards the highest possible standards to ensure brand safety and fraud free environments. Please reach out if you have any further questions: [email protected]




‘Industry Predictions in 2017′ Series Unveiled by LoopMe

Featuring speakers from Mondelez, LinkedIn and the IAB UK, LoopMe's Industry Predictions Series plans to highlight key trends, successes and issues in the mobile advertising industry.

The last 12 months have seen variety, development and ingenious solutions to problems within the mobile space, and this forward thinking will hopefully continue to define mobile in 2017.

As the week goes on, we'll be adding new interviews with figures from publisher, advertiser and brand perspectives, so that we'll have a rich tapestry of opinions and concepts in prepartion for the twelve months ahead - stay tuned and keep up to date on our Facebook, Twitter and Blog for future updates!

Kicking things off is Matthew Stockbridge, Growth Analytics Manager at Mondelez International. Matthew's variety of experiences in the digital space have come during a period of innovation for the company, with mobile now heading up a variety of the latest projects. With a particular reference to his experiences with the likes of Cadbury and Oreos, you can watch the full interview with Matthew Stockbridge below:

Next up is Pete O'Mara-Kane - VP International Sales, LoopMe, who has led and coordinated LoopMe's mobile advertising solutions for global markets over the last 12 months. Particularly important was the development of brand metrics and criteria that go beyond the typical views and clicks, delivering key results to brands and agencies.

Our third video comes from Alex Kozloff, Director of Marketing and Industry Engagement at IAB UK. Alex has pioneered the recent integration of the IAB Mobile branch and is constantly championing new technologies and new approaches in the advertising space - nonetheleast the newest innovations in data or AI.

Fourth is Scott Curtis, who has championed digital and mobile innovation at Publicis. Publicis have been using mobile in a variety of ways, both internal and external, to improve marketing solution and guarantee brands are seen in the best possible environments.

Moving on now we've got Abi Gradel, Client Account Manager at MGOMD. Abi oversaw Renault's recent mobile campaign that saw fantastic brand awareness uplift and innovative mobile solutions, resulting in award winning success at both the Effective Mobile Marketing and Mobile Marketing Association Awards.

We also got the chance to have a quick chat with Fredrik Borestrom, Agency Partner Lead EMEA at LinkedIn about his thoughts regarding the new year - check them out here: 

Finally, we get a fantastic focus on mobile creativity from Lolly Mason from Celtra - a company that has long been championing innovation on devices, providing premium experiences for audiences. You can watch the in-depth interview with Lolly below: