Tapad, a leader in cross-device marketing technology, announced Thursday a new global partnership with Sizmek.

By integrating the Tapad Device Graph, Sizmek will enhance its AI-powered predictive capabilities to deliver accurate, cross-device messaging at global scale in a privacy-safe environment.

According to a provided statement, combined with Sizmek’s existing data enablement, creative optimization and media execution capabilities, the proprietary Tapad Device Graph improves the efficiency and precision of digital advertising by accurately matching people and devices.

This enables advertisers to get a clear view of individual customer journeys, achieve scale without compromising on efficiency, and uncover new opportunities for conversion.

Sizmek’s customers will have access to Tapad’s globally compliant and privacy-safe datasets across the Americas, EMEA, and APAC. With deeper knowledge of consumer preferences, purchase intent and conversion behaviors, Sizmek and its customers are able to enhance advertising strategies including cross-device audience identification and more.

“Tapad is known for their strong cross-device capabilities, and their offering is an excellent addition to our growing program for best-of-breed data and measurement partners,” says Mike Caprio, Sizmek’s Chief Growth Officer. “For our customers, this partnership will add further people-based marketing precision and reach to our comprehensive offerings around creative optimization, data enablement and media execution.”

To learn more about the Tapad Device Graph, or to request a demo, click here.

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Looks like virtual reality does the Dew.

Immersv — an interactive ad platform for 360° and spatial ad experiences — announced Wednesday that Mountain Dew and its advertising agency, OMD, tapped Immersv’s Mobile 360 and VR marketing platform to drive significant consumer engagement for their ad campaign promoting the VR experience “The Professor Presents: #GotHandles.”

According to provided details, the ad campaign delivered exceptional results for Mountain Dew, driving 63 percent video completion rates and a remarkable 22 percent post-video click-through rates. By comparison, the average click-through rate for mobile video ad campaigns is a mere one percent, according to Innovid’s 2016 Global Video Benchmarks report*. The campaign also performed 32 percent better the Immersv network average of 15 percent click through rates in headsets.

“The #GotHandles Mountain Dew video was an innovative campaign that required an innovative approach to distribution, and Immersv was the right partner to help us get it in front of the right audiences,” said Dario Raciti, Director Zero Code of OMD. “Results, from engagement and completion rates to gaze-through rates for the call-to-action, showed consumers loved Mountain Dew’s VR content and Immersv was the right partner to help us promote it.”

Produced by Mountain Dew, the #GotHandles VR experience features Grayson Boucher, known as “The Professor” for his ability to “school” competitors on the basketball court.

“We commend Mountain Dew and OMD for recognizing the tremendous opportunity for brands to engage with consumers through Virtual Reality,” said Mihir Shah, CEO of Immersv. “The exceptional results from the #GotHandles campaign demonstrates the power of Mobile 360 videos and VR experiences, while proving that digital advertising is shifting away from traditional pre-roll videos to more interactive and immersive advertising experiences.”

To review the campaign’s ad creative, check out Immersv’s YouTube page here.

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With digital advertising trends constantly changing, today’s marketers are continually facing challenges when it comes to promoting their brands. However, despite the challenges that new technology brings, marketers have a lot to be thankful for this holiday season.

MDG Advertising’s new infographic, “5 Things Marketers Should be Thankful For This Year”, reveals a few of the “gifts” marketers have received this year, while visually explaining:

  • The popularity of purpose-driven content, especially among Millennials
  • Innovative marketing tools that streamline companies’ promotional strategies
  • Why an increase in smartphone ownership helps marketers create more-targeted campaigns
  • How the increased competition between two leading advertising platforms creates powerful tools for marketers
  • How changes in Google’s algorithm positively affect marketers content strategy

5 Things Every Marketer Should Be Thankful for This Year [Infographic]
by MDG Advertising

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The following is a guest contributed post from Paul Kontonis, CMO of WHOSAY

To put a fine point on it, the era of advertising and brand storytelling — the way we’ve traditionally known it, anyway — has gone by the wayside.

Mastercard Chief Marketing & Communications Offer Raja Rajamannar explained the shift in those words at October’s Association of National Advertisers (ANA) Masters of Marketing Conference in Orlando.

As he detailed, consumer behavior and media consumption has become a conflict between the advertiser and the audience. Consumers are demanding uninterrupted experiences with media, and they’re going to great lengths to get them. As of 2016, there were 200 million daily active users of ad-blocking software. And the figure’s only gone up since then at a double-digit rate per quarter.

Meanwhile, Netflix streams over a billion hours of content per week and all of that is ad-free and the number is climbing there, too.

“When consumers are telling you so loudly, ‘I don’t want your stupid ads! I care about my experience,’ holding on to the old paradigm and saying, ‘let’s put an advertisement… I think it’s a little obsolete,” said Rajamannar at ANA. “… the way to reach consumer and engage them is through experiences. And what we’re actually finding, that’s hugely beneficial for us, is to engage consumers, make them our brand ambassadors and what we call a storymaking.”

“So I keep saying storytelling is dead, it’s all about storymaking in the future.”

In part, that “storymaking” Rajamannar refers to finds itself exploring digital means to engage consumers. Influencers, augmented reality, virtual reality, chatbots — all of these are employed by Mastercard to interact with consumers in new and unique ways that refuse to interrupt established media consumption.

There is no shortage of screens available to look away from advertising, so this forces brands to rethink how to connect and engage. Emotional connections are proven to elicit reactions from consumers. And a personal link to a brand needs more than a interruptive and non-creative ad that marketers used without a second thought.

Brands shouldn’t force themselves into only one method, either.

Consumers’ affinity for a certain influencer or celebrity on a personal level hands marketers an opportunity to connect directly in their social media feed. Instead of asking audiences to look up from the phone, brands are looking at them directly from the device via an influencer campaign. They’re not disrupting what consumers are viewing. Rather, they’re inviting them to live their own brand experience through the trusted relationship they already have with the influencer.

Brand lenses on platforms like Snapchat and Instagram allow for users to interact with content on their own terms. Whether it’s a movie like Jigsaw, a sports drink like Gatorade, or a beloved show like “Stranger Things,” these properties are making ad buys that don’t shove a 30-second spot in viewers’ faces. They’re giving consumers the means to play (in a sense) with the brand and then genuinely share that experience.

Voice-activated speakers set their own stage for brand experiences, too. Savvy marketers make it easy for consumers to tell Google Home or Amazon Alexa that THEIR brand is the prefered purchase — or in the case of a retailer like Target, method of purchase. The process quickly becomes rote for the consumer and they’re hooked because of how simple it is. That experience is the “storymaking” Rajamannar referred to.

The customer has always been right and now that applies to the way brands connect with them as well. If they don’t want traditional ads, then stop trying to force them to watch. Your traditional storytelling may be dead. However, there’s nothing stopping marketers from giving consumers the tools to tell an impactful, positive story about their brand.

The post Storytelling is Dead: Reach Consumers Through Experiences appeared first on Mobile Marketing Watch.

YuMe, Inc. — a proven partner for video advertising leadership and innovation — recently launched its People-Based Marketing Suite to enable cross-screen audience targeting, sequential messaging, and attribution for U.S. audiences.

YuMe’s brand and agency clients can now create custom, screen-agnostic audiences intended to target consumers using device identifiers across online, mobile, tablet, smart TV and connected TV (CTV) devices, creating a seamless digital advertising experience at scale.

“We believe the future of our industry hinges, in large part, upon the adoption of data-centric, people-based marketing strategies that place consumers first,” said Michael Hudes, Chief Revenue Officer, YuMe. “We are proud to introduce our new solution to help brands not only target and reach their consumers, but influence them with relevant messaging that builds upon interactions and prior messaging exposure. By including first-party, people-based data within our programmatic media buying technology, we expect to deliver higher performing branding campaigns for our clients who are retargeting and increasing engagement.”

The YuMe People-Based Video Marketing Suite offers advertisers the following benefits for United States audiences:

  • Cross-Device Custom Audience Segment Creation and Targeting
  • Screen Agnostic Sequential Messaging
  • Universal Frequency Capping
  • Cross-screen Attribution and Reporting

Hudes continued, “To help us deliver on our people-based video vision, we’ve partnered with Drawbridge to leverage their Connected Consumer Graph® and ensure we have critical data underpinning our solution that allows us to connect audiences across PC, mobile, and connected TV.”

To learn more about YuMe, click here.

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