Category: Events

How Sustainability Provides a Greener Programmatic Marketplace

AI and sustainability were hot topics at this year’s Advertising Week New York. LoopMe was front and center of the conversation by participating in the Sustainability in Adtech: How AI will drive a smarter programmatic marketplace panel, moderated by Ryan Joe, from Business Insider. Panelists included representatives from Beeswax, IRIS.TV, and Magnite. They discussed the benefits of a sustainable programmatic marketplace, how AI assists in reducing carbon emissions, and if optimization powered by AI is actually good for business.

LoopMe’s Intelligent Marketplace is powered by AI that dynamically filters 98% of requests, creating 40x more buying efficiencies and a more sustainable marketplace – it’s greener by design by only allowing impressions into the marketplace that have the ability to convert.

What are the benefits of a sustainable marketplace?

• AI-powered technology can send ad requests more efficiently
• AI optimizes cost reduction within the ecosystem to help reduces power usage
• Encourages marketers to embrace sustainable paths which align with consumer values
• Green business is good business
• Reducing carbon emissions results in long-term cost savings

Converged TV Measurement – Beyond Currency to Outcomes

CTV’s role in delivering brand outcomes
As the television landscape continues to evolve, it’s become increasingly more important for clients to consider how to improve their media buys by leaning into CTV. During the Beyond Currency to Outcomes: Unlocking the Full Value of Converged TV session, moderated by Michelle Castillo, from Cheddar TV, panelists unpacked new measurement strategies and what buyers are looking for now as the CTV market matures. Insights from Samsung Ads, Pixability, Warner Bros. Discovery, Dentsu and LoopMe made this session lively, interesting and compelling.

Key takeaways

• CTV is a must-have: 72% of households are watching connected tv in any given month
• Clients need to take more a precise approach not just reach and frequency; it’s about how to guarantee brand outcomes and view it as incremental lift
• AI can improve brand outcomes by driving hard to move metrics like favorability consideration and intent
• CTV is a fully addressable medium

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LoopMe also participated in discussions on AI for the modern marketer. Read the recap, Embracing the power of AI: How AI can help you optimize your brand outcomes.

Last week thousands of advertisers flocked to New York city for the biggest advertising conference of the season—Advertising Week New York. During the busy week, there were many conversations centered on AI—the hard to ignore buzzword on everyone’s mind. LoopMe participated in the AI for the Modern Marketer: Delivering Business Outcomes for Your Brand panel. Moderated by Asa Hiken, from AdAge, the panelists included our Global Chief Revenue Officer, Lisa Coffey, La Colombe’s Director of Media and Growth Marketing, Marykate Byrnes, and Canvas Worldwide’s SVP Digital Investment, Hermy Fernandez. During the session the panelists acknowledged this notion that AI is a scary word for advertisers. They focused on highlighting the value of embracing AI to help optimize campaigns, acknowledged that speed and scale are accessible through LoopMe’s technology, and encouraged brand marketers to view AI as a tool to assist in delivering the best outcomes for their business.

Key takeaways

How should brand marketers think about AI?

It’s important for marketers to know and understand that AI can really help optimize campaigns. For example it can improve incrementality in finding net new customers. LoopMe drove 97% of the site traffic for La Colombe’s campaign, and 97% of those users were net new customers. For Kia, nearly half of all lifted users were found from LoopMe’s AI, delivering brand outcomes 4-7x above auto industry benchmarks. Adtech is an industry that is built on trust, but the biggest trust factor is the outcomes —AI can provide the right ones for brand marketers.

How does AI help your brand?

“The AI models work similar to having a package that has a bunch of different targeting line items on the plan, except when you want to make an optimization, you don’t have to send 50 emails and reissue the paperwork. Instead you’re acting in more real time and that saves everybody a bunch of time and money.” – Marykate Byrnes, La Colombe

“It is really nice to be able to look at the data and communicate it to the client, even for short term campaigns. So for us it is really beneficial to see the scale and speed.” – Hermy Fernandez, Canvas Worldwide

Where does a marketer start if they want to use AI?

“It’s important to educate yourself, don’t fear it. ChatGPT is a great testament that we still need humans to do this work. When thinking about AI, it’s about the intersection of performance to brand advertising – it’s the holy grail for me” – Lisa Coffey, LoopMe

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LoopMe also took part in discussions on sustainability in adtech and converged TV measurement. Read the key takeways from these sessions here.

May is Mental Health Awareness Month and subsequently LoopMe is kicking off Going Green in May – Sustainability Series. Sustainability is often associated with climate reform and highlights the various ways to help protect our environment, whether we recycle, compost, or grow our own fruits and vegetables. However, living sustainably is not just about how we treat the place we live, it’s also about how we treat ourselves. Friday, May 5th, we closed our offices for our Global Wellness Day. We take this day seriously because it is an opportunity  for Loopers to log off from work and use our free time to unwind and spend our free time the way we choose.

Some of us opted to enjoy the Spring weather by taking a nice walk and capturing the NYC skyline, others enjoyed live music at shows, like Jazzfest in New Orleans. Some of us made it a long weekend to take a last minute trip to visit friends. Many of us stayed in and binged watched television. One of the coolest ways a fellow UK Looper enjoyed their day, was by visiting a miniature pig farm.

Ensuring that you have a health body, mind, and spirit is essential for living a sustainable life.

On Thursday 4th March 2021, LoopMe held an internal discussion to celebrate International Women’s Day. We explored some of the key issues faced by women, and identified ways in which both employees and businesses can drive systemic change. 

LoopMe invited a variety of external talent to join us, our three panelists consisted of:

• Elizabeth Anyaegbuna, Co-founder, sixteenbyninemedia
• Katie Grosvenor, Head of Sales, IAS
• Lukeisha Paul, Head of Diversity, Equity & Inclusion, GroupM

Our panel was moderated by LoopMe’s Sarah Rew, Senior Director, Global Marketing.

Panelists shared their perspectives on what International Women’s Day means to them, and provided examples of the women who inspire them. Lukeisha Paul highlighted the importance of women being unapologetically themselves. Katie Grosvenor echoed Lukeisha’s thoughts, and spoke about the importance of authenticity.  

Elizabeth Anyaegbuna shared a reminder that there is still a lot of work to be done in the push for equality, and that International Women’s Day isn’t just one day. Elizabeth also shared how her mother had been a profound inspiration to her. 

Furthermore, we explored what steps can be taken to help create better workplaces that encourage gender and thought diversification. Katie Grosvenor spoke about starting from the moment you meet someone with a view to employing them. The importance of making recruitment processes more inclusive, offer flexible working and be understanding of an individuals specific needs. Create a culture that embraces diversity, mentoring, but also develop sponsorship programmes and ensure there are role models.

Our conversation then turned to what resources, groups or opportunities are available to those in our industry who want to get involved in Women’s Empowerment projects. 

Lukeisha provided an overview of the American not-for-profit group ‘She Runs It’, of which LoopMe are corporate Members. Whilst Katie and Elizabeth drew attention to Bloom UK.

To conclude our panel, we asked our panelists how men can become better allies to women. Katie spoke about The Exchange, a Bloom led event, the objective of which is to engage more men in the gender debate. The cross-mentoring programme matches industry-leading men with Bloom members to break down the barriers contributing to the gender divide in our industry.

On Wednesday 21st October 2020, LoopMe held an internal panel discussion to celebrate Black History Month (UK). The panel discussion, titled ‘More Than Just a Month: Long-term actions to Drive Industry Diversity’ explored some of the key issues faced by black people, and identified ways in which we can all tackle social injustices. 

LoopMe invited a variety of external talent to join us, our three panelists consisted of:

• Camilla Calvert, Global Creative Solutions Manager, Hearst
• Maria Pentga-Wallace, Diversity & Inclusion Manager, Financial Ombudsman
• Elizabeth Anyaegbuna, Co-founder, sixteenbyninemedia

Our panel was moderated by LoopMe’s own Jaimesh Patel, Sales Director.

Panelists shared their perspectives on what it means to have a commitment to diversity and gave us insight into how they have demonstrated that commitment. Maria Pentga-Wallace highlighted that in order to demonstrate her commitment, she lives by her values of social justice, authenticity and amplifies unheard voices.

Elizabeth Anyaegbuna shared the story behind her motivation to set-up sixteenbynine media. She realised that in order to encourage diversity, she needed to represent and reflect black females within our industry. 

Furthermore, we explored strategies for dealing with situations where someone may feel isolated because of their ethnicity. Camilla Calvert spoke about being ‘othered’ and the importance of calling out the situation and responding appropriately. Maria shared her personal experiences where her contributions have been ignored, or attributed to a white colleague. Whilst these experiences adversely affected her self-esteem she turned her attention to working on unconscious bias’ and dealing with microaggressions. 

Our conversation then turned to what learnings can be taken from Black History Month UK to be more understanding towards the issues faced by black communities. Elizabeth reinforced how Black History isn’t just a month in a year, it’s all around us, it plays an active part in the now. 

Maria drew attention to the fact that Black History is British History, that Black people’s contributions in the UK predate Windrush and the Roman and Medieval period; we need to reflect upon centuries of exploitation. To drive a meaningful shift, Active Allyship is required, said Camilla Calvert. 

Lastly we explored Diversity and Inclusion initiatives and whether people can often assume that these initiatives need to be driven by junior members of staff. 

Our panelists shared their thoughts on how these initiatives need to be worked on collaboratively, but need to be led by senior management who set the tone, cultural norms and psychologically safe environments. Senior leadership ultimately devise policy however, they need to listen, collaborate and inform that policy. The process must be a joint effort, but senior leadership are the leaders… so they need to lead.  

More and more companies are putting corporate social responsibility at the forefront of their day-to-day activities. Through our CSR committee LoopMe’s aim is to provide all employees with the relevant training and best practices to ensure that they are educated on how to combat social injustices.