The Trade Desk Strengthens AI Forecasting Of Impressions For Planning, Media Buys https://ift.tt/2N2nKBm Ad-tech company The Trade Desk launched new products and modeling tools on Tuesday to help marketers address industry challenges such as spending too much time determining why campaigns stop initiating media buys because of poor performance. "The cost of having to figure out why the campaign isn't spending is really high because you spend valuable time mining for insights and optimizing campaigns to drive up performance," said Kathleen Comer, vice president of client services at The Trade Desk. While marketers should not get caught up in the company’s naming jargon, The Trade Desk’s new tools are intended to usher the company and its clients — advertisers and agencies — into the next wave of artificial intelligence. Those tools include an AI engine called “Koa,” which drives Planner, the new data-driven planning tool, and Megagon, the new user interface that surfaces recommendations and insights in real-time. Another interesting concept that Comer calls "RAM" -- remaining adjustable markets -- creates a scale from one to 100 and helps marketers to determine the reasons why the campaign won't scale and predict how many more impressions will serve up to a consumer who might make a purchase. advertisement advertisement She calls the RAM scale a "sophisticated version of forecasting" because "it's really difficult to predict how many more impressions you will see on an 18-to-24 year old male in Oregon looking for a new pair of Nike shoes in the next hour or in the next day or in the next week." Helping to inform these decisions, about nine million impressions per second worldwide are generated from media such as audio, native, video, mobile, display, connected TV and more. The technology, which supports programmatic buying, took nearly two years to develop. Comer said a “significant” portion of the development team worked on the release. The platform, developed from advertiser feedback, allows users to plan and activate cross-channel campaigns that identify high-value opportunities before spending a single dollar in-market. It also provides visibility into the impact on scope and spend for every optimization made. That data helps to make better recommendations. “Agency planning and execution teams within agencies are working together more often and they are starting to ask what can they learn about programmatic to inform the way campaign are planned,” she said. In Planner, advertisers can use the data to target based on geography such as city or country, as well as audience and pre-bid solutions like IAS and DoubleVerify. Advertisers can only plan buys against programmatic media. For example, the platform does not allow advertisers to plan media buys against terrestrial audio, but programmatic audio or TV are available in the platform. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH June 26, 2018 at 01:18PM
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Special Olympics USA Games Marketing, Business Support Has Been 'Off The Charts' https://ift.tt/2MsXU8D The top soccer players on the planet are now at the FIFA World Cup in Russia, but a group of equally dedicated and focused athletes will compete for their own trophies and face their own challenges next week at the 2018 Special Olympics USA Games in Seattle. More than 4,000 athletes and coaches, family members, volunteers and fans are expected for the event (July 1-6) in the University of Washington’s Husky Stadium, and while you won’t see these competitors on boxes of cereals or selling sports shoes on TV, marketers are aware of the power they have and the impact they make on others. “The business community’s support for the 2018 USA Games has been off the charts,” said Beth Knox, president and CEO for the 2018 Special Olympics USA Games. “Its success will be due in part to our corporate partners and our shared commitment to furthering the ideals of inclusion.” Among the companies aligned with the 2018 USA Games are premier partner Microsoft; platinum partners Bank of America, Coca-Cola, ESPN and Kaiser Permanente; gold medal partners KPMG, Paccar and United Airlines; silver medal partners including Boeing, Brooks, Finish Line, Starbucks and T-Mobile; and bronze medal partners including Alaska Airlines and Hasbro. The USA Games are also being supported by a roster of local and regional companies, organizations and such sports teams as the Seattle Mariners (MLB), Seahawks (NFL), Sounders (MLS), Storm (WNBA), Major League Rugby’s Seawolves and the Reign of the National Women’s Soccer League. The Special Olympics USA Games have had multi-media marketing, including TV, Internet, social media (#RiseWithUs) and activation in communities nationwide. Special Olympics partner WWE has been supporting the USA Games via its global platform, including the WWE Network, TV, digital and social media and during live events. At the 2018 USA Games themselves, WWE Superstars will be on-site for daily autograph signings, medal presentations and at the July 1 Opening Ceremony. The Opening Ceremony will air nationwide on ABC (scheduled to begin 3:30 PM ET) with a live two-and-a-half hour special. Lead media partner ESPN’s coverage of the USA Games runs July 2 - 6 with coverage including competitions, feature stories, interviews and news coverage on SportsCenter. According to Brad Smith, Microsoft president and honorary chairman of the 2018 USA Games, “We’ve partnered with Special Olympics since 2014, using cloud-based data management to transform how the games are run and how athletes are cared for, while supporting the group’s efforts to build a more inclusive global community.” Among the activations: • Accenture is the official sponsor of gymnastics and a presenting sponsor of the Future of Inclusion Forum (July 2). • Holland America Line is presenting sponsor of the 2018 USA Games Art Murals. • Tommy Hilfiger throughout the week will showcase its new line of clothing, “Tommy Hilfiger Adaptive,” described as a lifestyle collection for adults and children incorporating inclusive design solutions that make getting dressed easy. • Lyft will provide “convenient and discounted transportation” for the athletes, coaches and families attending the USA Games. • Nordstrom is the presenting sponsor of the Special Olympics Young Athletes Festival (geared for kids ages 2 - 7). • Walmart is the presenting sponsor of the 2018 USA Games Family Program. • The Walt Disney Company is the presenting sponsor of the 2018 USA Games Volunteer Program. Walt Disney World in Orlando, Fla., has been named host for the 2022 USA Games. • Amazon, the presenting sponsor for the Special Olympics USA Games Closing Ceremony, said that people who shop at smile.amazon.com can designate “Special Olympics USA Games” and have the Amazon Smile Foundation donate 0.5% of the purchase price from eligible products to the 2018 USA Games. USA Games events include basketball, bocce, bowling, flag football, golf, gymnastics, power lifting, soccer, softball, stand-up paddle board, swimming, tennis and volleyball. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH June 26, 2018 at 12:17PM Now It's Personal: How To Place Consumers At The Heart Of A Strategy https://ift.tt/2N0kIh1 Personalization has emerged as a top priority in retail. Brands and retailers are investing in data and technology to deliver more tailored experiences across their digital and in-store experiences. By 2022, personalization will push a revenue shift of $800 billion to the 15% of companies that get it right. However, despite this opportunity, personalization is rarely meeting expectations. In our recent survey of 1,000 consumers, over half said a personalized home page would be useful, yet less than 20% said the recommendations they saw were relevant. Consumers want personalized experiences, and brands and retailers are trying to deliver. So, what is keeping them from success? Ultimately, it boils down to data. In today’s digital world, brands can collect consumer data in a variety of ways, but the problem is having visibility into all data that’s available, organizing it and putting it to work in the right way. Below are three levels of consumer data brands must collect to provide the highest quality personalization, listed from foundational to best practice. 1. Transaction and Website Interaction Data The most foundational type of data is about existing customers and their interactions with websites or stores, including transactions. Downloading a mobile app, viewing multiple product pages or interacting with product reviews all indicate interest and purchase intent. This is particularly useful for retargeting campaigns or product recommendations on and off websites. Although this data is useful for re-engaging consumers and encouraging conversion, it does not enable brands to learn more about who their customers are or anticipate their needs. To do that, additional demographic and off-site data need to be layered on. 2. Demographic Data Once brands see how shoppers are interacting with them, it is critical to learn a little more about them. Basic information like name, age and location can personalize e-mails, offers, etc. According to Accenture, 75% of consumers are more likely to buy from a retailer that recognizes them by name or recommends options based on past purchases. On its own, however, this data has limitations. It doesn’t provide insight into the shopper journey. Even worse, with only demographic data, brands can make incorrect assumptions about consumers’ behavior. For example, a company might serve a 44-year-old man from Alaska a recommendation for a winter coat, when really he’s shopping for an inflatable pool as a gift for his niece in Texas. This is a huge miss — 41% of consumers said that bad personalization is enough to drive them to a competitor. 3. Holistic Buying Journey Data Brands should be able to serve personalized content, regardless whether consumers had shopped with them before. This requires high quality data about shopping behavior beyond their own websites. Information like where visitors came from, what they were looking at and whether they made a purchase all map the online journey. With this, interests and behaviors are identified in advance, making it easier to suggest solutions that reflect actual needs. The right consumer data is essential for personalization. Unfortunately, many struggle with how to collect, organize and analyze this effectively. By integrating these types of consumer data together, brands and retailers can provide the most tailored shopping experience. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH June 26, 2018 at 12:17PM Retailers: Don't Forget To Pencil In Hispanics For The Back-to-School Shopping Season https://ift.tt/2KlbFoV U.S. retailers can't afford to ignore multicultural consumers, especially Hispanics. A perfect time to jump-start customer engagement is before the lucrative back-to-school season. It’s the second-largest shopping event in the U.S., surpassed only by the Christmas shopping season. Research suggests that Hispanics spend 10% more on back-to-school shopping than other groups. A recent survey of Latino families’ shopping habits found that 47% of Hispanics plan to spend more money on back-to-school shopping, compared with 35% of non-Hispanics. Hispanic Families are Growing, and So Is Their Spending U.S. Hispanics are a growing and tech-savvy demographic. The Latino population in the United States reached nearly 58 million in 2016, and it has been the principal driver of U.S. demographic growth, accounting for half of national population growth since 2000. Hispanic families also have more children at home than non-Hispanic families, and with this comes higher back-to-school spending per household — about $368 for each Hispanic home, compared to $330 for non-Hispanic homes. And research shows that those Hispanic families make up to 40% of their purchases online. The Value of Education Education is highly valued within Hispanic families. Because of this, high school dropout rates have decreased during the past decade among the demographic, while college enrollment has increased. According to the Pew Research Center:
This is great news for young Hispanics. And it’s a powerful opportunity for businesses willing to illustrate they understand these trends, and market to the U.S. Hispanic population online in their preferred language. Advice for Retailers To effectively reach this growing demographic, there are three best practices that companies should employ: Actively Engage Customers: Retailers serving Hispanics with Spanish-language websites should create and actively promote back-to-school themed landing pages for supplies, clothing and electronics. And not only should the site be translated, but also identical (or nearly identical) in scope to their primary-market website. For instance, don’t offer a Spanish-language microsite. While theoretically easy to manage, these often alienate Spanish-speaking Hispanics. They expect parity — a website as robust in products and features as a company’s primary-market English site. Create Relevant Content: Companies should offer marketing and promotional messaging for U.S. Hispanics that resonates. For a translated website. This requires crafting localized content that illustrates the company’s understanding of this population’s needs. For example, research shows that Hispanic moms overwhelmingly shop with friends or family — 72%, compared to just 52% for non-Hispanic moms. It’s important that a company’s localized content reflects and acknowledges these kinds of traditions. Don’t Neglect Mobile: Hispanics are power users of mobile devices, so companies must ensure that their websites are not only available in this group’s language of choice, but their device of choice as well:
Create a Connection with Your U.S. Hispanic Consumers Companies that engage U.S. Hispanics during back-to-school season not only create a connection with this key audience, but also improve the segmentation for their marketing messages. By paying attention to the shopping habits of Hispanic families and communicating with them in their preferred language — and especially on mobile devices — companies can grow their customer base, their brand loyalty, and their bottom lines. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH June 26, 2018 at 12:17PM
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Pioneer Of Humanability: Ariel Waldman https://ift.tt/2ItyUeM In an interview with PSFK, working in collaboration with Verizon, Ariel Waldman discusses how she is using technology for good in her work with NASA as an advisor to the Innovative Advanced Concepts program, focusing on fostering interdisciplinary connections In a special series brought to you with the help of our partner Verizon, The Pioneers of Humanability is directing the spotlight onto the people, organizations, and companies who are using technology to do more new and do more good in the world. Technology is at its best when put to creative and innovative use, which is optimally fostered by diverse input from a variety of backgrounds. However, not all people have equal access to or experience in the areas of science or technology, a factor that ultimately limits the potential for pioneering new capabilities that could improve human life. This is what Ariel Waldman, advisor to NASA’s Innovative Advanced Concepts program and one of PSFK’s featured Pioneers of Humanability, hopes to change with her business, Spacehack.org, a directory of ways for anyone to participate in space exploration. In this interview with PSFK, Ariel explains why science and its accompanying technology is a public good, and should comprise multidisciplinary communities that can convene to solve local and global challenges. PSFK: In what ways do you think technology has the potential to impact humanity, making a positive social difference? Ariel: Technology, like science, is a human endeavor. When we recognize it as such, it becomes self-evident that it requires diversity and inclusion of people from many backgrounds involved in the process of making technology to make it truly equitable for all. Technology by itself isn’t what brings people together anymore than food by itself brings people together—it is the humans and stories behind it that affect us and have the potential to make a positive impact. How does the science and technology work that you do strengthen or positively impact communities? Science is a public good. But there is a severe lack of opportunities for people from different backgrounds and careers to actively interact with science and collaborate with scientists. Equally, scientists lack fruitful opportunities to learn new techniques and technologies from people in different disciplines. One of my main projects, Science Hack Day, is a highly collaborative, inclusive event that occurs globally–now in 29 countries–that welcomes scientists, designers, technologists, civic activists and people from all backgrounds to come together in the same physical space to see what they can collectively prototype in 24 consecutive hours. The event is organized by local volunteers in each community. Science Hack Day acts as a catalyst to the formation of long-term, multidisciplinary communities that solve local and global scientific challenges in new, clever ways. Multidisciplinary teams have created new ways to study radiation, developed earthquake early warning systems and built low-cost groundwater detection equipment, just to name a few. The connections people make at Science Hack Day last beyond a weekend. For some people, the event has been obviously life-changing, inspiring career changes or sparking multi-year research endeavors. For many others, the impact is subtle yet powerful: the realization that they can actively contribute to science in meaningful ways. What inspired you to do more new and do more good? I had been watching a documentary about NASA and became so inspired by it that I decided to send NASA a fan-email offering myself as a volunteer. I have no formal background in science so I never expected to hear back, but I ended up getting a job at NASA from it! This changed my relationship to science from observation to participation and contribution. This set me on a mission to give other people the opportunity to actively contribute to science and space exploration. The very first thing I did as part of this mission was to create Spacehack.org, a directory of ways for anyone to participate in space exploration. You describe your role as creating “massively multiplayer science.” Could you elaborate on this and its role in technological innovation to enhance the scientific community? I believe in galvanizing the awesomeness within each individual—and building a world that harnesses their existing interests, skills and backgrounds to create serendipitous and unexpected scientific discoveries. I describe this as creating “massively multiplayer science,” which is a nod to massively multiplayer online games (MMOs). In an MMO, you often need to enlist a large team of players with different abilities to be able to accomplish large goals. If you have a large team of similar players, you are unlikely to accomplish as much. What role does creativity play in science and technology, and how does it manifest in Science Hack Day? Play is the most empowering form of science engagement and can be a catalyst for discovery in scientific research. Being able to walk away from a creative weekend and tell others that you experimented with biotech, explored neurological phenomena, sonified subatomic particles or designed a website about satellites creates a mental locket–a keepsake that affirms your ability and your right to talk about, play with and contribute to science. You may not still know about the inner workings of biology, neuroscience, particles or spacecrafts, but you’ve tinkered with it. You now know that if you’d ever like to tinker with science again, that there’s no barrier to entry. The science industry suffers in immeasurable ways from not recognizing the potential of actively working with people outside of the science community. By having a fresh set of eyes from those who solve different types of problems across a variety of industries, new concepts often emerge and go on to influence scientific processes, communication and discoveries in unexpected ways. How do you see Spacehack evolving to grow its audience and continue to support the scientific community? Spacehack.org was my first project as part of my mission to make science and space exploration disruptively inclusive. It continues on but also now manifests itself in the physical world through Science Hack Day and has been foundational to my work in advising NASA. I care less about building frequent engagement models with my projects—my focus is just to instigate that one spark that gets people to go off exploring. Making connections between varied disciplines and across industries today allows us to dream up a better tomorrow. For more about how pioneers like Ariel are using technology to serve progressive goals and better the community for all, see The Pioneers of Humanability, brought to you by PSFK with Verizon. Verizon’s Pioneers of Humanability list honors the people, organizations and companies that are using technological innovations to bring about good things for the world. These are the pioneers, keeping food safe and water clean, cutting pollution, saving energy and enabling doctors to treat patients a county or a country away. They’ve stopped asking “What if?” or “Why isn’t?” and started doing and leading. These are the people, organizations and companies you need to know about now—because they’re building the future. Mobile Marketing via PSFK http://www.psfk.com/ June 26, 2018 at 10:58AM
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PSFK Presents: The Pioneers Of Humanability https://ift.tt/2KjzRvg In partnership with Verizon, we honor the people, organizations and companies building the future through technological innovation A special series brought to you with the help of our partner Verizon, The Pioneers of Humanability is directing the spotlight onto the people, organizations, and companies who are using technology to do more good in the world. The future isn’t some inevitable, natural force that happens without our input, as the seasons do. The future isn’t scripted, it’s sculpted. It is cultivated. The future is built. And Verizon’s Pioneers of Humanability list honors the people, organizations and companies that are building it. This list is made up of scientists, students, and problem-solvers tackling the world’s biggest problems through technological innovation, and that inspire the business community, likeminded companies, and increasingly socially-conscious consumers along the way. These are the pioneers leading the way in solving hunger, rejuvenating wasteland, cutting pollution, and uniting communities. These are The Pioneers of Humanability. Amanda Parkes | Future Tech Lab Ariel Waldman | Spacehack Christina Agapakis | Ginkgo Bioworks Jeff Kirschner | Litterati Komal Ahmad | Copia Mike Stanley | TransitX Nigel Jacob | New Urban Mechanics Joy Youwakim | UT Austin Look out for the accompanying interviews with the full list of the pioneers, revealing the technologies, insights, and obstacles behind the innovation, launching on PSFK.com, brought to you by PSFK with Verizon. Verizon’s Pioneers of Humanability list honors the people, organizations and companies that are using technological innovations to bring about good things for the world. These are the pioneers keeping food safe and water clean, cutting pollution, saving energy and enabling doctors to treat patients a county or a country away. They’ve stopped asking “What if?” or “Why isn’t?” and started doing and leading. These are the people, organizations and companies you need to know about now—because they’re building the future. Mobile Marketing via PSFK http://www.psfk.com/ June 26, 2018 at 10:58AM Spotify Taps Dawn Ostroff As Chief Content Officer https://ift.tt/2MoCIAo Spotify named Dawn Ostroff chief content officer Tuesday, signaling an intent to make a major push into original content. According to the company, Ostroff “will lead all aspects of Spotify’s content partnerships across music, audio and video” and will be based in New York. Ostroff joins Spotify from Condé Nast, where she has been president of the magazine publisher’s Condé Nast Entertainment unit since 2011. At Condé Nast she was responsible for developing original video content for film, television and digital platforms. Before Condé Nast she served as president of entertainment for The CW network. Ostroff joins Spotify just a few months after the streaming music service went public. advertisement advertisement While Spotify is the market leader, the efforts of Apple Music, Amazon’s streaming music service and Tidal, among others, has made the market extremely competitive. Increasingly, these companies are turning to original premium content to differentiate themselves. That content can be exclusive podcasts, exclusive music releases or even full-length TV shows (definitely in Ostroff's ballpark). The company’s previous head of content, Stefan Blom, left in January after three years with the company. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH June 26, 2018 at 09:48AM Paid, Organic Show Equal Retention Rates https://ift.tt/2KoITUK It makes sense to assume that folks prefer apps they find on their own, compared to those marketers pay to put under their noses. Yet, at least in the gaming sector, retention rates are nearly identical across paid and organic installs. That’s according to a new report from mobile attribution provider Adjust, which notes that the finding is unusual, given the expectation that organic performs better than paid. However, while the average mobile gamer indulges in two-to-three sessions per day, there appears to be a difference between paid and organic installers over time. Specifically, “paid” users show a gradual rise in sessions over time, while organic users tend to remain fairly stable. U.S. mobile developers should be happy to know that they enjoy the second-highest app retention rates of any country. Japan currently has the highest rates. advertisement advertisement In fact, relative to consumers in other regions, Japanese users play games more than anywhere else, per day, and stick around the longest. Also of note, Adjust finds that Android users perform far more in-app “events” than iOS users. Among regions, users in Europe, the Middle East and Africa perform the most events, with U.S. consumers once again coming in second place. Of course, mobile gaming is a massive business. In 2017, games represented nearly 80% of total worldwide consumer spending for the combined iOS and Google Play app stores. That’s despite the fact that games only accounted for 35% of total worldwide downloads, last year. As such, Adjust suggests that mobile marketers should focus on app monetization, in addition to user acquisition. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH June 26, 2018 at 08:05AM Video On Instagram Goes Pro https://ift.tt/2Kn3sE4 Instagram, the Facebook-owned photo and video-sharing app, is going pro. Last week, the company launched IGTV, a new long-form video app, which will also be viewable inside the main Instagram app. IGTV features much longer videos than those on the main app, with a heavy emphasis on ones from professional creators. As with Snapchat, the videos will be in the vertical format which is increasingly becoming the default on mobile. Instagram has tremendous scale, but it saw room to grow in the video ad market. It’s hard to ignore the opportunity. According to eMarketer, U.S. digital video ad spending will rise to $17.87 billion this year, up 22% from last year. It is expected to jump 19% again next year. Meanwhile, 181.7 million Americans will watch video on their smartphones at least once per month, up 6% from last year. advertisement advertisement “Instagram’s new video hub is all about stealing mobile video views away from YouTube and Snapchat, while making Instagram the preferred choice for all creators,” Eric Lam, CEO of the influencer marketing platform Revfluence, tells Digital News Daily. “It’s in line with Facebook’s mission to be king of the hill on mobile video, especially given video’s unparalleled importance to brands today and the shift by younger audiences from Facebook to Instagram.” Instagram itself is on an explosive growth streak, and the expansion into long-form video appears designed to keep that going. Per eMarketer, Instagram will generate $5.48 billion in U.S. ad revenue this year, up 70.4% from last year. It has nearly 105 million users, up 13% from last year. That scale is very appealing to brands, influencers and professional video creators looking to reach that massive audience. A dedicated app for long-form premium content, combined with a vertical for that content in the main app, could provide new prime real estate for marketers looking for a brand-safe place to advertise on the mobile platform. Of course, influencers, creators and brands should also be ready to jump to another platform should the need arise, Telaria CEO Mark Zagorski tells Digital News Daily. “It’s clear that consumers are hungry for high-quality, long-form video content -- but for hour-long videos, many will prefer a lean-back experience on a bigger screen,” Zagorski says. “That being said, premium video is expensive for publishers to produce and they will need to think carefully about where they are building loyal audiences. We’ve seen publishers literally go under with a tweak of the Facebook algorithm. Content creators need to learn from the past.” Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH June 26, 2018 at 06:09AM CBS Extends Deal To Stream NFL Games https://ift.tt/2Is1aOT CBS and the NFL announced a deal on Monday that will keep NFL games streaming on the CBS All Access subscription service through 2022. In addition, CBS has gained the ability to stream NFL games for All Access and authenticated pay-TV subscribers to mobile devices. Verizon previously had the exclusive right to stream NFL games to mobile devices, but its new deal with the NFL opened the door to allow existing rights holders the right to add mobile streaming to their deals. CBS’ new streaming deal kicks in for the 2018 season, which will culminate with Super Bowl LIII, which will also be streamable. When CBS All Access first launched in 2014, it didn’t have the rights to stream any NFL games. Games were added in 2016, but Verizon’s deal with the NFL kept them off mobile devices. advertisement advertisement Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH June 25, 2018 at 05:41PM |
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