Category Archives: Uncategorized

Content that you want to share : An advertiser gets it right.

Over the last few years the consistent hot topics of media and marketing have been around social media and content. Our world has been shaped by three words. Paid, Owned and Earned. The magic ingredient has been how social media channels have allow advertisers to super charge each of these areas of focus. That said this is not entirely new, or not as new as some may think.

Having worked in digital for many years, going back to the rise of viral videos in the early 2000′s we used to urge advertisers to create content for digital and not just repurposing their TV Ads. We explained that online users were looking for something extra, to be able to engage on their small screens with content other than TV Ads. Normally we did not succeed.

Years later and now every advertising initiative includes content and social and advertisers have realised they have to add value to earn the attention of their consumers. The bar has been raised as to what adding value means. Only the best work will cut through and so it was with a smile that I watched the recent work by nestle #ShareYourGoodness in India. This was a collaborative effort by ZenithOptimedia, Performics and Maxus that has generated the highest viewed FMCG video, created by McCann’s, in India at 7million views and counting.

Grab

The campaign originates from the belief that each one of us has goodness and it comes from the values, beliefs, strengths, ideas, understanding, and capabilities that we have learnt through others. All of us are capable of sharing this goodness. When we share these with others around us, we make their lives richer and our world more harmonious. As the leader in Nutrition, Health, and Wellness, Nestlé understood that food is often the most effective way to share our goodness.

The campaign encourages people to look to themselves and to share goodness amongst their friends and colleagues. To me what stands out is the amazing quality of the story telling and execution. YouTube, Twitter have all been used extensively and powerfully with an amazing response on Twitter – the best sharing mechanism of all. The impressive part of this campaign was that it started online – an advertiser realising that TV does not have to come first and from an FMCG advertiser that is even more significant. The TV followed of course but allowing the content speak for itself and the physical sharing of the content mirroring the message itself was a clever strategic decision.

SYG Cake

Nestle created two fantastic films to inspire viewers to #ShareYourGoodness, take a look below. The first was about two siblings and their insecurities, and how they bond with each. The second a heart warming film shows the life of Dabba-walas of Mumbai and how Nestlé India showed its gratitude to these precious people who deliver hot home-made food to Mumbaikars every-day, and thanked them for their values of dedication, punctuality and commitment.

I posted one of them, the second can be found by searching ShareYourGoodness

Enjoy the films and in the spirit of the work, why not share it!

Rubicon 2nd Annual Agency Trading Desk / Adweek questionaire

The latest Adweek Europe – Rubicon 2nd Annual Trading Desk panel was preceded by a questionaire covering growth, strategy and the odd personal question! The panel showed again that there is no slowing in the programmatic business although everyone is approaching it slightly differently. The most extreme being Xaxis who have moved away from being an ATD and becoming more an Ad Network.Image

 

SEARS: What flavor ice cream best describes your management style?

BERTOZZI: Cookies and cream – you have to take the crunchy and the smooth.

SEARS: On average in the EMEA market — out of each $1.00 spent on media (all media, not just digital) by one of your advertisers, how much today is spent on automated or programmatic channels?

BERTOZZI: $0.04. Definitions of programmatic vary wildly so making comparisons between organizations can be difficult.

SEARS: What will this number be in 2015?

BERTOZZI: $0.08

SEARS: Describe how most media (all media, digital + non-digital, non-programmatic media) is bought and sold today.

BERTOZZI: Planning and buying is still largely a non-automated business in the context of digital exchange trading. All channels use technology to facilitate processes — DDS in TV as an example. The true interaction of buyer and seller through a tech platform is limited to Search, API work across Facebook, Twitter and LinkedIn, etc. and exchange trading.

Planning is still being driven by offline systems that set the picture to be interpreted online. The shift to programmatic means advertisers are creating portraits in real data that we can immediately execute across the digital ecosystem. The Data advertisers own online and CRM data, combined with publisher data and the tech to join them up will drive the next stage of data planning.

SEARS: Tell us the about the EMEA operations of VivaKi:

BERTOZZI: VivaKi is the global leader in digital advertising solutions working with Publicis Groupe agencies to help them and their clients navigate the evolving and chaotic media landscape. We focus on the three areas of Addressability, Dynamic Interaction and Data. Our EMEA operations span 17 markets and are delivered through a combination of people on the ground locally, supported by a central Activation Centre based in Amsterdam and regional leaders of our Platform and channels.

SEARS: Please tell us:

SEARS: Percentage increase, managed budget (media spend) 2013 vs. expected 2014 for EMEA:
o BERTOZZI: 70%

SEARS: How many employees are there in EMEA?
o BERTOZZI: We have a total of 90 people working across 17 markets in EMEA

SEARS: What countries are you entering in 2014?
o BERTOZZI: We realized very aggressive growth plans for 2013 launching two regional Activation Centers — firstly in Amsterdam to scale AOD across EMEA with the launch of an Activation Center in Singapore towards the end of 2013 to drive growth of AOD across Asia Pacific.

We have seen significant growth through the Activation Centers and have a number of further market launches lined up this year. In addition we are also planning to expand the number of markets across UAE through our Activation Center in Dubai.

SEARS: What are VivaKi AOD’s three biggest initiatives in EMEA for 2014?

BERTOZZI:

1. 2013 saw us implement aggressive global growth plans with rapid expansion across a number of markets and 2014 will see continued investment in developing these markets into programmatic leaders. Every market from London to Moscow is on a curve of programmatic sophistication and so we are running at different speeds across each of them. Education of agencies, publishers and shared knowledge through the AOD Platform helps everyone accelerate.

2. We are launching a major development of VivaKi Verified, our proprietary process that rigorously reviews all media, data and technology partners across client critical needs to ensure the highest level of brand safety, consumer privacy and client data protection. We will create our own Quality index across every one of our URLs and as an example will combine leading data suppliers in the area of viewability. This will continue to provide reassurance for advertisers as well as a whole new way of targeting campaigns day-to- day.

3. SkyScraper is our Groupe data warehousing proposition — a single data store with 95% of Publicis Groupe spend data, adserving data, DSP data and third party data. This is an infrastructure we have been working on for a number of years and will become very much front and centre of operations in 2014 as we continue to grow out data sophistication.

SEARS: By 2015, what percentage of total media spend in the EMEA region across your holding company will be programmatic?

BERTOZZI: We estimated at around $0.08.

SEARS: To reach a higher adoption of direct order automation and use of the programmatic channel, what are the major impediments to overcome?

BERTOZZI: I believe that there are many companies who are pushing for direct deals / programmatic premium or whatever the latest buzz word is. I actually don’t think things have moved forward much in 12 months. The idea of private market places has moved forward very fast and is a large part of what we do in AOD, but the idea of a single IO line item being delivered to a single media owner at a set CPM is less prevalent.

There still needs to be tech development and alignment. For example there have been a couple of occasions where AOD wanted to push a large block of spend across some premium publishers and we could not get the money away as the publishers were not ready to accept it. Part tech issues, part inventory.

SEARS: How are RFPs used between your operating agency clients and your trading desk? What does a “Programmatic IO” or a “Programmatic RFP” look like?

BERTOZZI: I think we are in danger of building this unique process and infrastructure around programmatic. We need to remember this is still planning and buying and ultimately starts with an advertiser and a brief. Initially briefs are focused on our clients’ challenge and it is our job to build out a strategy that answers that. The tools and techniques we use vary, real-time data instead of offline static data etc. but the goal is the same.

As we work with advertisers we work on deeper and deeper strategies that move away from a line item to a platform for their digital advertising. The sooner we do that, the better the results.

SEARS: What should top comScore publisher CROs do to build their direct order automation and programmatic selling with your trading desk and operating agencies?

BERTOZZI: First of all every publisher needs to break down their own siloes. It is vital that they set up their internal adservers to manage the sale of inventory to the best bidder, not carve off inventory to direct sales and then pump the rest out. We as buyers in programmatic should compete with their internal teams for the best of the best.

Publishers need to align inventory and creative product development with the programmatic space from the outset. Start to shape the business around it early in the planning cycle so the company slowly evolves over time.

Publishers need to know their data intimately; they need to value it so they can have discussions with a real stance on how they think they stack up versus the market and where possible have evidence to back it up.

Employ the right talent to be able to do all of this. There are still too many companies with the wrong balance of people calling the shots. Agency trading desks, independent trading desks and others are all tooling up in this space so if publishers don’t they will be at a disadvantage.

SEARS: Why is direct order automation so important? Is it important?

BERTOZZI: Being able to combine a Publisher’s first party data, with advertiser data across premium inventory is going to be very important for this business to evolve. Managing where and how spend is delivered has always been important to advertisers but I believe there is still a lot of hype in this space and mainly generated by those with the most to gain.

SEARS: What countries in the EMEA region are the leaders and laggards in programmatic?

BERTOZZI: There are no laggards; there are countries that live with different pressures to others and those that have a particular client base. We have seen the UK and France expand rapidly. This time last year we were all bemoaning Germany but we have seen considerable expansion there as well now.

We are expanding with new markets, all hungry to be part of the revolution which is very exciting, but in every market we have to take our time and move as fast as market conditions allow, all the time educating and demonstrating benefits.

Tell us a bit more about you:

SEARS: If you could choose a movie star to be the global head of your trading desk, who would you choose and why?

BERTOZZI: That’s easy. It would need to be a superhero. Let’s keep it simple and call it Superman. They have to fly around a lot, be able to resist the slings and arrows of the industry but never tire and want to change the world for the better! The X-ray vision would come in useful to see through the bullshit.

SEARS: If you could travel for pleasure anywhere in the world, to a place you have never been, where would you go?

BERTOZZI: There are too many places, but somewhere remote, with sea and mountains, and ideally somewhere without a connection so I can for once switch off from the emails!

SEARS: If you were trapped alone on a desert island and needed to choose one ad holding company CEO to accompany you ( other than your own holding company CEO), which CEO would you pick and why?

BERTOZZI: That would have to be John Wren, for rather obvious reasons!

SEARS: What is your favorite restaurant in the world?

BERTOZZI: It has to be the crazy, authentic restaurant in my home town of Cesena that I have been eating at all my life.

- See more at: http://www.mediabizbloggers.com/rubicon-project/Marco-Bertozzi-of-Publicis-VivaKi—-The-Jay-Sears-Interview.html#sthash.SeUTbeJa.dpuf

 

Ladbrokes – Stop thief!

It has been a while since a company has demonstrated behaviours that have left me both gobsmacked and fuming. Ladbrokes has just demonstrated itself as one of those companies that we should highlight at every conference on data privacy, and I sure will from now on.

So I opened a Ladbrokes account at some point with a plan to lose some money on the Grand National. It will not surprise anyone to know that I did not read any of the terms and conditions, lets face who does? In the past that has never bothered me until now.

So first thing that happens is that Ladbrokes email me to say that my account has been inactive and they are going to charge me for the fact I am not betting but it is still open. The email goes like this:

‘We recently wrote to you about an Administrative Fee which would be applied to your Ladbrokes account.

The Fee has now been taken from your account and was calculated as either £2 (or currency equivalent) or 5% of the balance on the date at which your account became inactive, whichever is greater. When calculating the charge, we have included balances from all wallets (including poker, casino etc). The Fee itself has been taken from the Sportsbook wallet and this may result in a negative balance if funds were held elsewhere.

If your account retains a total positive balance a further Fee will become due on the 1st day of every subsequent month.’

The first thing is the account is at zero and they still took the fee, so that is breaking their terms and conditions. Of course the obvious reaction is annoyance about the fact they are charging me for not using the account, but let’s say they have costs to maintain the infrastructure and we accept that. So I decide that I would like to close the account, that after all is what they are pressing me to do right? 

I write to their support services and ask to close my account. The response is as follows:

Dear Mr Bertozzi,
 
‘Thank you for your self exclusion request.
 
I can confirm that you have now been self excluded for 6 months. As you did not state a specific exclusion length, we have excluded you for the minimum period
 
You can extend your exclusion by any length, up to a maximum of 5 years, at any time. Simply reply to this email stating the length of time for which you wish to be excluded. Please note that 5 years is the maximum period we offer and we are unable to offer an indefinite period of exclusion. Please keep us updated regarding any changes to your contact details so we can continue to enforce this exclusion.
 
By entering into this self exclusion, you hereby release all companies from within the Ladbrokes group of companies, their officers and employees from any liability or claims whatsoever in the event that you fail to comply with this voluntary self exclusion scheme, including circumstances where you attempt to open and/or actually open a new account notwithstanding your self-exclusion, whether or not you have notified Ladbrokes you are self excluded.’
 
You what? Self exclude myself? No there seems to be a misunderstanding, I want to close my account, I want my data removed thanks a lot. I send a note to that effect. The response back from Ladbrokes is as follows:
 
‘Dear Mr Bertozzi,
Thank you for your e-mail regarding permanent account closure.
 
Unfortunately we do not offer permanent self exclusion the maximum that we offer is 5 years.
 
You can extend your exclusion by any length, up to a maximum of 5 years, at any time. Simply reply to this email stating the length of time for which you wish to be excluded. Please note that 5 years is the maximum period we offer and we are unable to offer an indefinite period of exclusion. Please keep us updated regarding any changes to your contact details so we can continue to enforce this exclusion.’
 

???? What? Now I feel totally violated. I can’t delete my details, I can’t remove myself from your database? I am totally shocked by this, in this climate of data invasion the idea that a major company is refusing to delete my details seems totally incongruous, even NSA is having to be more open and transparent about what data it collects and keeps. To me this is totally unacceptable and is what gives the data and online industry a bad name and has to be stopped. We hear all the time about how gambling advertisers have a less than above board to approach how and where they target consumers, but clearly it does not stop there.

 
I am not an expert on data privacy at this level, would welcome feedback from any experts on this, and please retweet my blog to raise as much exposure as possible on this issue. But this can’t be right?
 
I want my data back Ladbrokes. 

Benefits of the Unified stack, a byline for Google / Think Insights

Image

As the global leader in digital advertising solutions, VivaKi needs to stay on top of—or ahead of—digital marketing trends. New trends bring new tools, new techniques and new data that VivaKi can use to help its clients. The company’s integrated marketing platform provides it with a unified solution for cross-channel digital marketing, and Executive Managing Director Marco Bertozzi explains why that’s such a big deal for both company and client.

Display advertising has changed dramatically over the years. And with innovation comes complexity. There are more formats, channels and devices than ever before, providing almost countless ways for brands to connect with consumers. This level of opportunity is exciting but also daunting. Fragmentation is a huge issue. Advertisers and agencies need to figure out how to create, launch and manage integrated campaigns efficiently.

At VivaKi, one of the world’s largest media counsel and buying groups, we feel these challenges keenly. To help our clients find effective ways to access and leverage their customer data, we’re turning to technology platforms. But there are many questions we need to ask when evaluating them. Will it make us more efficient? Will it drive a better experience for the consumer? Will it provide more opportunities to reach that targeted customer? Will it deliver better results?

This is where a platform—a unified solution for digital marketing—can be extremely valuable. However, this is not to say that once you’ve committed to a platform, you can set it and forget it. Shifts in the industry will always necessitate adaptation. As your clients’ needs evolve, so does your quest to find the right tools. Recently, for example, this has increasingly involved the practice of retargeting—the idea of driving visitors back to your site with targeted messaging.

As an early adopter of an integrated platform, at scale, we’ve been quite pleased, and the benefits for our clients have been significant. Here I’ve detailed some of the major features we’ve come to value as well as some of the results our clients have experienced because of its implementation. In our case, the solution we’re describing is DoubleClick Digital Marketing.

Multi-channel support. We use the data from search campaigns and from social, display, video and mobile channels to power an extended dialogue with consumers, and this goes beyond using search ad performance to improve results. For example, in any given search campaign, you convert a percentage of leads, but the rest remain visitors who have not bought or done anything. On an integrated platform, reconnecting with these unfulfilled leads is easy because display and search campaigns are on the same platform.

Building brand response. Facebook, YouTube and the like provide a real opportunity for brand building, and we’re now able to seamlessly connect brand activity with lead generation. Consumers are very engaged on YouTube, and an integrated platform makes it possible to reconnect or continue the conversation with this highly engaged audience.

Insights from analytics. Imagine the range of actions people conduct on your site. If you dig into this data and gain understanding from the site analytics, you can then use this information to reconnect consumers. It allows you to turbo-charge the sophistication of your messaging, seamlessly aggregating insights to design creative that’s immediately applicable across the web. One size definitely does not fit all when it comes to campaigns, and advertisers now have the ability to adapt their creative strategy easily and quickly, using a single, unified platform.

Real-time response. The term “real time” is often overused, but it has a specific meaning when applied to the bid process and programmatic buying. Here, recency and frequency are key: The ability to deliver a tailored message to a consumer quickly after a site visit is vital to today’s campaigns. Our platform lets us schedule an ad to run within the first two hours after a site visit. We can incorporate an aggressive call to action, and we can set the frequency at high. The research window is often small—the time it takes a consumer to research car insurance plans online, for instance. That consumer might look at only five sites, with a strong intent to purchase, so it’s important to act quickly and efficiently. Using a single stack has allowed us to bring this to life, providing a new opportunity for advertisers to react fast.

Real-time data. “Real time” also has a specific meaning when applied to generating insights. Take conversion data, for instance; our platform removes the pain point of waiting to reconcile and mash up conversion reports to get a full view of our performance across channels. Because everything is happening on the same platform, we can make up-to-the-minute decisions using real-time conversion information.

Better workflow. Workflow is incredibly important, as is knowledge sharing among teams. The platform brings together so many different disciplines—search, display, mobile, analytics—all working together for a single purpose: the client. The process of using paid search signals and applying them to our bidding activity is seamless and immediate. There’s no cumbersome uploading and downloading to deal with or spreadsheets to manipulate. We now have a single user interface for all of our experts to work with and share across agency teams.

Increased performance. There is now a smarter, easier and faster way to make media-buying decisions. Results are what matters, and our integrated platform has provided us with many new ways to generate insights that drive results. For example, we’ve seen a better than 60% improvement in CPA across our travel and auto advertisers when they have incorporated their paid search signals into their display activity, using display remarketing from search ads. And when we used our stack for the U.K.’s first video retargeting campaign, we smashed all of our KPIs.

In this forever-changing landscape, a common mistake is assuming that merely implementing technology is the answer to everything. In reality, it’s the questions you ask of the technology that make the real difference. Asking the right questions—those that can make you more efficient and provide nuanced messaging for consumers and better results for clients—is a step in the right direction. For us, and many others, choosing an integrated platform that brings together all advertising activity was a good first step.

 

The professional corporate Twitterer – WTF are they?

I have been on Twitter for some time now and regularly suffer abuse for Tweeting too much by my best friends and colleagues who are still writing on chalk boards, but I am nothing compared to the professional corprorate Twitterers. You can spot them – they all have beautifully turned out glossy corporate photos. They all have a list of things they do as long as your arm normally including some of the following:

entrepneuer

motivator

Alchemist

Disruptor

Public speaker

The one thing they rarely have is any discernible job – company names often missing from their descriptions yet they always have huge amounts of followers, often well over 20K. I have noticed these guys over the last few years because they often follow me. I never follow them back as they usually churn out a range of corporate rubbish that can never be pinned down to any particular sector and are most obviously sent by robots rather than humans. 

After a period of time – I am unfollowed. ALWAYS. The reason is not because my tweets are equally dull (some may disagree) but because I did not follow them and so you are culled. I understand that I guess but who is following them? What are they getting from them and more importantly who are they? How do they get to tens of thousands of followers?

Here are just three gems who have unfollowed me in the last few days. If you have some equally mad corporate twitterers then try and engage them in banter – its not that successful. I think we should start a cull of these strange creatures – if you are one and reading this by all means tell us more!

- New media alchemist & big data forager. Synthesizing, optimizing, analyzing social-mobile-local. AdTech Geek, Foodie, Dog Lover, Music Maker.

- ProfessionalEncourager,#BoomerMomBrandAdvocate,ChristianBloggerSurvivor  #SMGirlfriends#Slumberparty

- Rocket Scientist Re-Engineering Healthcare, Former Aerospace/Defense Exec, Notre Dame PhD, X Tech Ventures CEO, Futurist,