Category: Blog

MWC: The largest gathering for mobile specialists, this year being held from Feb 27^th – 2^nd March 2017.

As you’re pacing the many stands across the eight halls, running from the conference to meetings, here’s three things to keep an eye out for.

New releases -> Sources at PCMag say that Blackberry are coming back with ‘Mercury’ a keyboard Android phone. While Samsung failed to release their latest model, S8 at CES, they are apparently not launching at MWC either, choosing to shoot for an April date. Apparently the ‘biggest phone at the show’ is likely to be the LG G6, which is released the day prior to MWC.

Convergence of TV and mobile -> Reed Hastings, the CEO of Netflix takes the keynote slot on Monday evening, which has previously been hosted by Mark Zuckerberg. Reed founded Netflix back in 1997, and it now has over 86 million subscribers around the world.

Netflix uses a data-driven approach to help target their audiences, and according to their blog they consider data visualisation to be of paramount importance. An interview back in 2013 revealed that they regularly look at colour analysis between titles to see which cause the best reactions from their audience.

Let’s hope that Reed gives attendees some further insight into their data analysis (and some sneak peeks of new shows) as this is sure to engage the audience.

Internet of Things -> Expect to see things you didn’t know were possible. Last year saw ‘intelligent’ Air Con, a connected tooth-brush and the Halo smart bracelet – although we’re yet to find it retailing online, one year on. There’s lot of workshops about this, including ‘Solutions For Your Internet Of Things’ We look forward to seeing more wonderful developments this year.

Register your interest to meet with the LoopMe team at MWC. Learn about AI, the latest integrations and our PurchaseLoop product. See you there!

We recently announced that LoopMe have integrated with adsquare, the world’s neutral data exchange. As part of this integration, brands can now complement their DOOH campaign with LoopMe’s AI powered mobile marketing. You can read more about that here and on Mobile Marketing Magazine.

An MMA report released in November 2016 found that 46% of marketers and 47% felt that location data was critical to mobile marketing, while another 50% and 43% respectively saw it as important.

However just 10% of marketers and 13% of agencies used location-based targeting less than 20% of the time. Unsurprisingly, marketers are using location mostly on social and search, while video and rich-media lags behind at 40% and 42%.

Nevertheless, video has a key role to drive effective mobile campaigns and when paired with AI, can help you hit both brand and campaign goals.

Driving foot traffic – Most used by retailers, this strategy allows brands to target users with their video ad when they are in the location of the brand store, restaurant or offices. The most effective video format for these purposes is rich media or full screen video. At LoopMe we can also use our AI to optimise to those who are most likely to be in these locations and use a third party to verify this.

Competitor conquest – Similar to above, however here brands target users when they are in or approaching a direct competitor, to keep them front of mind instead. Suitable with any video formats, we would also suggest running a PurchaseLoop study which will allow you to measure user perception of your brand against that of your competitors.

Related locations – Taking the assumption that if a user visits a cinema, they will also be interested other entertainment activities like fitness and theatre. Advertisers can then actively target these areas of shared interest. Pair this with rich media and short form pre-roll videos which encourage consumers to watch the full trailers for an effective campaign.

Combining location data and AI leads to impressive results, as our case study with adsquare shows, with a 2x higher VCR than the control. Take a look at our suggestions to get the best AI results from your mobile campaigns.

Find out more about our integration with adsquare and get in touch: marketing@loopme.com

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.

In Marc Pritchard’s speech at the IAB’s Annual Leadership Meeting in January, he issued a clear call to the digital ad industry to clean up the supply chain.

It was there he announced that P&G are putting fraud at the heart of their clean-up efforts, and from now on would require all digital partners to participate in TAG’s ‘Certified Against Fraud’ program.

“At P&G, we decided this is an area for outside experts who have a much higher probability of staying ahead of the criminals than we ever will,” said Pritchard.

“We’re getting help from the Trustworthy Accountability Group, or TAG, a joint initiative of the ANA, 4As, and IAB. This is a powerful self-regulatory body aimed at eliminating fraudulent advertising and its partners in crime, such as sites that steal copyrighted content from our supply chain. We are insisting that any entity touching digital media must get TAG-certified during 2017 to help ensure they are free from fraud.”

TAG and LoopMe

It’s heartening to see a huge brand like P&G take a leading role and confirm their commitment to fraud free advertising. We believe that everyone in the digital advertising ecosystem should be working to the same goals. There’s no excuse for poor quality advertising and brands should be assured that with LoopMe, it is our top priority.

We are proud early adopters of TAG, when back in December 2016 we announced our approval by TAG as a participant in the TAG Registry, following a thorough background check and review process. We are also in the process of becoming TAG Certified Against Fraud, Piracy and Malware, as well as participating in TAG’s Inventory Quality Guidelines program.

We work to the highest possible standards to ensure brand safety and fraud free environments, and work with the likes of IAS, Moat and Forensiq to ensure third-party verification on our campaigns. As Marc Pritchard put it best: “We realize there is no sustainable advantage in a complicated, nontransparent, inefficient and fraudulent media supply chain.”

Find out more about TAG and our commitment to fraud free advertising: marketing@loopme.com

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.

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. 

 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: marketing@loopme.com

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:

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

“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.