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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.

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***ENDS***

 

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.

 

 

 

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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.

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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: marketing@loopme.com

 

 

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‘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:

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Press: LoopMe joins the TAG Registry to improve transparency in digital advertising

Mobile video advertising platform LoopMe joins the TAG Registry to improve transparency in digital advertising

 

(20/12/16) New York: LoopMe, a mobile video advertising platform specializing in data and artificial intelligence, announced today that it has been approved by the Trustworthy Accountability Group (TAG) as a participant in the TAG Registry. TAG Registered companies have been verified as legitimate participants in the digital advertising industry through a proprietary background check and review process powered by Dun & Bradstreet and approved by TAG.

 

According to a study released earlier this year by the Association of National Advertisers, $7.2 billion worth of advertising each year is lost to invalid traffic, fraud, piracy and malware. TAG is working to eliminate these issues through a series of interlocking seal programs that validate trusted participants in the digital advertising ecosystem, increase transparency around the buyers and sellers of inventory, share best practices between companies, and cooperate with law enforcement to find and prosecute criminal actors.

 

TAG registration is the first step in applying for all of TAG’s seal programs, and LoopMe plans to become TAG Certified Against Fraud, Piracy and Malware, as well as participating in TAG’s Inventory Quality Guidelines program.

 

“We are delighted that LoopMe is joining other leading companies from across the industry to fight fraud, malware, and piracy. We look forward to working with the LoopMe team to increase trust, transparency, and security across digital advertising,” commented Rachel Nyswander Thomas, SVP, Operations and Public Policy for TAG.

 

LoopMe VP Sales North America Scott Shulman said, ‘there is no excuse for poor quality advertising - brand safety, viewability and transparency are of paramount importance. We are proud to receive TAG Registration, and our integrations with Forensiq, Integral Ad Science, Moat and DoubleVerify will support our work with TAG and provide brands with the assurance that their marketing budgets are being spent on the highest quality advertising’.

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For more information please contact Lauren Bigland lauren@loopme.com

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Case Study: How Samsung boosted their CTR by 20% using AI

LoopMe partnered with Starcom Mediavest Group to deliver Samsung’s Hero campaign, promoting their latest high end handset, the Samsung Galaxy S7 Edge.

Goals:

- To drive rational purchases of the Samsung Galaxy S7 Edge that were made due to the features of the phone rather than pre-existing brand loyalty or sentiment to Samsung

- Educate users on the phone’s unique and innovative features

KPIs

- Number of people improving their understanding of the phone via engagements (clicks, views and engagements) with the rich media ad unit

Audience

- All those in the market for premium smartphones

Solutions

- Samsung utilised LoopMe’s Data Management Platform (DMP) which then built a specific audience segment. Drawing across trillions of data points, the DMP was able to identify users with older handsets, between 19 - 24 months old, with a particular focus on users with a strong interest in technology. The audience was identified using data from location history, geo-location, online behaviour, demographic and device. In reviewing this, it was possible to determine which impressions were of most value to Starcom Mediavest and Samsung for this campaign and its KPI’s

- LoopMe’s creative team built a bespoke rich media HTML5 ad unit, which included descriptions of product features, a short video showcasing the handset and an interactive swipe bar allowing the user to explore features in more detail

- The ad was delivered across a range of verticals on both apps and mobile web. In doing this, it was possible to scale the campaign and reach users across multiple touchpoints

- Using Artificial Intelligence, it was possible to determine not only the users that fit Samsung and Starcom’s audience profile but which of these had the highest probability of engaging with the campaign

Results

- In utilising AI, LoopMe improved campaign results by 20% against the campaign’s own control group, improving both ROI and proving effectiveness.

- Prior to the campaign there was a poor understanding of the advantages that the Galaxy S7 Edge handset had to offer. By the end of the first phase, 43% of users had interacted with the ad in some way – clicking through to the site, watching the video or engaging with the interactive element of the ad unit

- 37% of users watched the video, the most informative and impactful part of the ad

- Therefore, 43% of people reached by the campaign can be said to have a better awareness and understanding of the handset, moving the consumer well along the purchase funnel towards a rational purchase.

Mobile was the perfect channel for engaging users as it delivers the huge scale needed to reach the breadth of the target audience, as well as highlighting the difference between the user’s current phone and the one they could own if they upgraded to the Samsung handset.

This campaign was awarded Silver at the MMA UK Smarties in the category 'Mobile Video.'

 

Find out more about LoopMe’s AI powered advertising – contact@loopme.com

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Press: AdExchanger – When Spending Digital Budgets, Brands Have a Battle

"On TV And Video" is a column exploring opportunities and challenges in spending on programmatic TV and video.

Today’s column is written by Stephen Upstone, CEO and founder ofLoopMe.

Brand marketers hire media agencies to streamline the advertising process, remove barriers and deliver clear and measurable ROI. The recent news that the MRC suspended two DoubleClick For Publishers metrics and the controversy over Facebook’s measurement methodology suggest digital is not delivering on this promise.

As an industry, digital is maybe the worst culprit for creating an impenetrable environment, full of acronyms, viewability issues and performance analytics that are impossible for time-poor marketers to understand.

It doesn’t need to be this way. There’s no reason we can’t make digital clear, understandable and transparent across the board. That includes verification and the use of metrics and KPIs that help brands truly measure performance, particularly as newer formats gain popularity, such as video and virtual reality.

Third-party tracking for viewability and brand safety should always be in place. No matter how big or small, ad tech providers should be able to give evidence that their campaign delivered in view, in brand-safe environments, to human traffic.

Roughly 53% of campaigns are not viewable, despite the topic being at the top of conference agendas for at least two years. Only now after its recent measurement controversy is Facebook providing third-party viewability data for display campaigns, but it still won’t allow buyers to use their own trackers.

Read the full article here.

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Mobile Sees Big Bucks On Black Friday Weekend

Black Friday is a notorious event for the retail industry - with big bucks and savings on offer. It’s hard to forget the videos of panic and overcrowding that are now so infamous that they’ve been parodied extensively on programmes like South Park. But for all the bustle and chaos, the biggest gains in Black Friday sales have gone from store to digital locations – especially mobile.

MediaPost was the first to report on this mcommerce ‘soar’ last week. Physical traffic declined, with shoppers less inclined to spend as much as 2014 – or, as MediaPost put it, ‘more of us love to shop in our pajamas’. Online sales also mean that shoppers don’t have to brave the queues of the superstores and malls across the US.  Overall ecommerce swelled by 18% - a trend surpassed only by purchases made on devices, which surpassed all expectations.

Mcommerce sales contributed $1.2bn sales according to Adobe’s Marketing Cloud, shattering estimates from the likes of Comscore and Nielsen who, though anticipating a break of the $1bn barrier, did not expect it to happen with such speed. This was around 36% of digital sales for the period, a large figure that has been growing year on year.

The key takeaway may not been simply how much money was made on the day however. MarketingLand was quick to report that, while consumers did make purchases predominantly over desktop, it was mobile devices that drove the greater portion of site traffic – 55% compared to the 45% on PC. The signs are clear – mobile provides a versatile, readily available opportunity for shoppers to research products and prices, beating the crowds and shopping on the go.

As Jordan Rost, Nielsen’s VP-Consumer Insights put it: “Mobile is making every moment a potential holiday shopping moment…You can sit on the couch with your family and still shop. You really can be two places at once.” Indeed, with bracing weather and the prospect of long queues, purchasing via mobile seems like a far more attractive option.

Adobe’s Marketing Cloud found further exciting news for mcommerce enthusiasts, as well as a signal for retailers, and, as a result, advertisers. Conversion rates on both mobile and tablet devices have doubled when compared with last year – going from 1.3 to 2.4%. Retailers have come to realise how pivotal it is to have mobile-optimised sites capable of handling transactions and research swiftly and conveniently – rather than simply seeing mobile sites as complementing a Desktop experience. With this omni-device approach proving increasingly effective in a time when High Street footfall isn’t guaranteed, no doubt this mcommerce trend will only continue.

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Press: AdExchanger – Moving Beyond Old Metrics

Printed in AdExchanger, December 2016
Traditional video metrics aren’t really cutting it for advertisers, especially on mobile.Moat is making the attempt with its Video Score metric released in late November. Predicated on the notion that not every viewable impression is created equal, the metric aims to help properly measure digital video exposures across platforms by looking at how much of a video was seen and heard amplified by the percentage of real estate the ad occupied on a user’s screen.It’s only intuitive that a vertical video on Snapchat, with its average view time of less than three seconds, should be valued differently from an outstream video on desktop, a video in the Facebook news feed or a repurposed TV ad shrunk down for size.But that intuition doesn’t address whether an advertiser met its core KPIs.

“Advertisers are spending to drive engagement and traffic so that users stick around for the long haul and take certain key actions regardless of the medium,” said Doug Roberge, product marketing manager at in-app video company Vungle.

And there’s often a disconnect between video metrics and advertiser KPIs.

“The marketers we talk to are focused on ROI,” said Scott Shulman, VP of North America sales at mobile video platform LoopMe. “They don’t really care about proxy metrics like video completion rate or clicks or even on-target impressions. That doesn’t grow anyone’s business.”

Read the full article here.

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Video of the Week: Cartier’s Premium Festive Flare

The Cartier Premium Brand image shines every Christmas, and 2016 is no exception. After multiple appearances over the last few years, their iconic Snow Leopard returns once more for another bout of festive cheer.

Creatively it’s a wonderful ad that relies almost exclusively on visual style – the colours exploding onto the screen and illuminating darkened cityscapes across New York and Paris. For those planning a digital strategy on mobile, the ad’s 40-second run time is appropriately brief and punchy, telling the story quickly and with creative flare. Further to this, the ad’s visuals and reliance on light over sound makes it perfect for mobile formats, where audio playback isn’t always guaranteed. A native placement or even a rich media ad where the user engages with the unit to ‘brighten up’ a darkened area may well work nicely in the run up to the festive season.

You can see the full ad here:

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Christmas Ads for 2016 – Who Shaped the Festive Season?

It doesn't seem 12 months since we were first introduced to the old man on the moon, who won the hearts of millions in another ad coup from John Lewis. Once again, the winter season has dished out its annual dose of festive cheer, hoping to win audiences across platforms with recurring content and humorous, affectionate characters. We run down some of this year’s favourites.

1) Sainsbury's - Christmas Is A Time for Sharing

Sainsbury's have always gone big with their Christmas ads - going so far as to recreate the Christmas Day football match a couple of years ago. This time around, the big budgets have seen a wonderfully cheesy, animated feature with the waxy vocals of State-side sweetheart James Corden. It's a nice, simple ad that has a family friendly appeal - catchy tunes and wonderfully animated visuals. The animated element is particularly interesting - giving the character a versatile, recognisable face that can be consistently seen across devices, it'll be exciting to watch Sainsbury's roll out their digital, especially mobile, content over the coming weeks.

2) Aldi - Kevin the Carrot 

Maintaining the animated vibe is Aldi's festive offering, a slightly dark yet humorous saga about Kevin the lowly carrot, as he traverses the treacherous table of food in search of salvation. Kevin is an empathetic, recognisable everyman (everycarrot?) and we all 'root' for him - even in his less than ideal state by the end of the ad spot. Again, a central protagonist is a perfect way to unify brand coherency across platforms. Aldi could also create a quick, interactive mobile game to help Kevin make his way across the perilous platter - an easy way to bring the content to multiple devices?

3) Burberry - The Tale of Thomas Burberry

And now for something completely different. A premium creative starring Domnhall Gleason, Lily James, Sienna Millerand Dominic West, this ad clocks in at over 200 seconds of garment making fun, crossing decades and continents, in a bid to discover just how impressive the Burberry inception was. It's a magnificent story, one that almost cries out to be turned into a feature. In terms of cross-platform advertising, an ideal world would see the visuals, the stars, all reappearing on multiple formats - intriguing audiences and guiding them to a place where they can watch the full ad. Not as festive as the rest, but a stellar creative nonetheless.

4) Waitrose - #HomeForChristmas 

Similar, in some ways, to John Lewis's Snowman ad from a few years ago, Waitrose brings a heartwarming tale of love conquering distance and danger. It's generally emotive and exciting, not needing audio to let audiences realise what's going on and how high the stakes can be.

The creative itself is an amazing testament to visual arts (it's hard to tell just how much of the bird is actually CGI) and a rousing overall compliment to John Lewis's offering.

5) Boots Christmas - The Gift of Beauty

Boots have also succeeded in creating an ad that works without audio. It starts with a basic premise, half a million women in the UK have to work on Christmas day. From there, the ad becomes a rousing, heartwarming piece, relying on visual storytelling to drive home an often-forgotten message. Well worth a watch.

6) John Lewis - Buster the Boxer 

And so we get to the usual champion of the Christmas season - the one to beat, the benchmark. And while John Lewis didn't jump over the moon this year around, the delightful little story of Buster has already amassed a grand 17m views on YouTube, with tie in digital campaigns (and Buster toys) rounding out the experience.

John Lewis went one step further, pushing into the VR space with a 360 trampoline experience - a nice step forward for the brand in a period when any niche can separate you from the rest of the market.