Leo Burnett names Doskow CMO
Emily Doskow has been announced as Chief Marketing Officer at Publicis Groupe’s Leo Burnett. Reporting to North America CEO Andrew Swinand, she will drive Leo Burnetts business growth by drawing on the agencys creative firepower, now backed by Epsilons data assets, and allowing the agency to understand people at the individual level.

Doskow rejoins Leo Burnett, where she won Ad Age’s 2011 ‘Marketer of the Year’ and spent several years leading the Coca-Cola account team. Between her stints at Leo Burnett, Doskow spent three years at the helm of business development, architecting the teams and processes that led to significant global-scale wins, and helping build and market new capabilities to drive organic growth for Energy BBDO and helped build the business development practice for VSA Partners.

“Im incredibly proud to return to Leo Burnett, where my passion for driving agency growth really began,” said Doskow. “More than anyone, Burnetters know what it takes to be both timely and timeless—helping brands move at the speed of culture while also ensuring they stand the test of time. I couldnt be more excited about what this means for the future of our work with client partners.”

Pair of key hires made at R/GA
R/GA, IPG’s innovation consultancy, has brought in Ashish Prashar as Global Chief Marketing Officer and Rowena Vithlani as Executive Client Services Director at R/GA London.

Prashar, who begins the role on 2 March, will oversee the global marketing function for R/GA with responsibility for market strategy, brand, and corporate communications. He joins from Publicis Sapient with over 15 years of experience.

Prashar is also known for justice reform activism, having created programmes for incarcerated peoples following his own incarceration and campaigned for bail reform, the ending of solitary confinement, and the restoration of voting rights. He recently worked with the Vice-Chair of the Democratic National Committee for Joe Biden’s 2020 Presidential Election and previously served as a campaign Press Secretary for Boris Johnson in his Mayor of London days.

“I feel honoured to contribute my experience to an already dynamic legacy and I have a special place in my heart for those who use their creativity, technology, and their platform to drive social change,” said Prashar. “R/GA is that kind of modern company. Im looking forward to helping Sean and R/GA grow, build and execute the next generation of digital businesses using mission-driven innovation and technology to design better experiences for the human future while helping brands become better citizens of the world.”

Vithlani will be responsible for the leadership of R/GA Londons senior client relationships, growing the agency’s client services team and leading strategic partnerships to help clients navigate industry disruption.

Vithlani joins R/GA from AnalogFolk, where she held the role of Managing Partner. Here, she led the implementation of AnalogFolk’s marketing innovation capability and output, building and leading multi-disciplinary teams to create and deliver work for clients including The Coca-Cola Company, BT Group, and Unilever. Before that, she held roles at Sapient Razorfish, AKQA, and BBH London.

“After meeting Becs [Rebecca Bezzina], and the new leadership team she’s building, I was inspired by the direction the agency is moving. To be part of the journey of shaping the next chapter of success here is something that excites me.” said Vithlani. “Ive always been an advocate of delivering best in class service, not servility, and my vision for this role is to foster an innovative mindset and culture where the output is that the work can be the best it can be – with a sharp focus on relationships, commerciality and creative affinity.”

Havas appoints Bland to newly created role
Paul Bland has been hired by Havas Media Group as Head of Biddable Media. He will lead the 100-plus digital specialists in Havas Media Group’s UK and international teams, who will now come together under a new biddable team structure. He will set the strategic vision for all biddable channels, and work to deliver greater cross-channel agility to further drive client business performance, all fuelled by data and insights.

Bland joins from iProspect, where he spent nearly six years and was most recently Head of Performance Strategy within the agency’s leadership team, responsible for driving growth and innovation across digital and performance products and solutions, contributing to winning new business, and developing new partnerships with brands. He previously held positions at MediaCom and Equimedia.

“I’m absolutely thrilled to be leading Havas Media Group’s biddable operation and can’t wait to get started on a mission to make digital and biddable the most meaningful media for brands,” said Bland. “This move comes at a genuine pivot point for media, with shifting consumer behaviours and expectations driven by tectonic change, leading to far more direct connection between people and brands.

“It’s an incredibly exciting time to be leading the new biddable team, as we partner closely with clients, innovating to drive tangible business results.”

Laycock elevated to CEO at Incubeta
Incubeta, an independent digital marketing services group, has promoted Sally Laycock to UK Chief Executive Officer. She will be tasked with continuing to drive Incubeta’s growth trajectory through the innovation of services and products and will also join the global Incubeta steering committee.

Laycock joined Incubeta in 2008 as Financial Controller and became Chief Financial Officer UK and US in 2017 overseeing all financial and business operations.

“Luke [Judge] has been instrumental to the success of Incubeta in the UK and the US. Not only has he been an outstanding leader and CEO, he is also an incredible colleague, friend and a truly amazing and humble person. Having worked side by side with Luke for many years, I have certainly learnt from the best and I am honoured the baton has been passed on to me,” commented Laycock.

“I want to ensure we carry forward the legacy of a strong people culture which has been built up over the years with a particular focus on creating an environment where people feel comfortable to be themselves at work. This is something I am absolutely passionate about. Over the past 13 years I have watched employees at Incubeta thrive and progress. I’m so proud of what we have all achieved together and I am excited to be at the helm to ensure this continues.”

Vodafone adds Swantee to board
Olaf Swantee will be appointed as a Non-executive Director following Vodafone Group’s annual general meeting on 27 July 2021, subject to shareholder approval. He will also become a member of Vodafone’s Audit & Risk Committee.

Swantee was CEO of Sunrise Communications between 2016 and 2020, transforming the company’s brand, network, and services to establish it as true challenger to Swisscom. Prior to that, he was CEO of EE, where he successfully merged Orange UK and T-Mobile under BT Group. He has also held senior positions at France Telecom (now Orange Group), Hewlett-Packard, Compaq Computer, and Digital Equipment.

“It is an honour to be invited to the Board of Vodafone, Europe and Africa’s leading telecommunications company,” Swantee commented. “I am greatly looking forward to working with Jean-Francois [van Boxmeer] and the board to support Nick [Read] and the executive team successfully drive forward the strategy.”

Rizwani hired to direct strategy at Tribal Health
Tribal Health, a division of DDB Worldwide’s Tribal Worldwide, has recruited Niaz Rizwani as its new Strategy Director. He will support Tribal Health’s clients across multiple activities notably – connecting a client’s commercial goals with interactive customer experiences, shaping data strategies and omnichannel planning, knowledge sharing, and delivering innovative approaches.

Rizwani joins from Publicis Health, where he was a Senior Strategist. Before that, he worked in strategy and innovation projects at DigitasLBi and Blue Latitude.

“This is a fascinating time to be involved in healthcare and I’m delighted to join Tribal Health as Strategy Director,” said Rizwani. “There is so much change in the world, and the way healthcare companies are digitally interacting with their customers is fundamentally and rapidly evolving. I’m looking forward to working with our clients to help them deliver meaningful change to their customers and business.”

4A’s welcomes new board members
Vita M. Harris, Kate MacNevin, and Megan Pagliuca have taken seats on the Board of Directors as Directors at Large at the American Association of Advertising Agencies (4A’s).

Harris, Chief Strategy Officer at FCB Global, is dedicated to helping drive agency and client success, as well as cultivating new business opportunities.

MacNevin leads MRM as Global Chairwoman & CEO, where she has sought to reinvent how agencies serve their clients, employees, and communities.

Pagliuca, Chief Activation Officer for Omnicom Media Group North America, leverages the Omnicom network’s vast data resources to advance more customer-centric and data-driven investment strategies.

“The challenges of the last year have reaffirmed the pivotal role the 4As plays in guiding our member agencies and helping them thrive during these uncertain times,” said Marla Kaplowitz, President & CEO of the 4A’s. “As we continue to support the needs and ambitions of our members in 2021, I am thrilled to welcome such a wonderful group of leaders to our Board of Directors who will partner alongside our leadership team to further identify opportunities to support members and advance the industry.”

Senior ad industry players signed by Admix
In-game ad company Admix has appointed Nigel Morris to its Board and enlisted Rob Norman as a Senior Advisor.

Morris, who is already an Admix advisor and investor, will work closely with the leadership team. He was a central figure at Dentsu Aegis Network for over 25 years, founding Isobar and transforming the US Group. He is currently Chair of The Upside, on the Board at Gyana, and a Non-executive Director at Guardian Media Group.

“The video gaming domain will be the next big media channel following social media’s emergence some 15 years ago. In-Play is intrinsically engaging to audiences and brand safe for marketers at scale, and will become a key driver of sustainable growth strategies for brands,” said Morris. “The Admix team is very conscious of the whole ecosystem for consumers, brands and publishers, and we have developed a pioneering and agile platform that provides a great experience and performance for all.”

Norman will focus on the Americas, acting as an advisor to Admix’s US team. He was a long time CDO of WPP’s GroupM and additionally served as its North American CEO. He is also a Director at Simpli.fi, Director at Piano, and Non-executive Director at BBC Global News.

“I am delighted to join Admix as an advisor. Gaming on personal devices has become a huge part of media consumption,” Norman commented. “In-Play advertising creates revenue for publishers and reach and engagement for advertisers. Admix unlocks the economic opportunity with programmatic speed and precision, and does so without compromising user experience.”

Remerge selects Eichmann as GM
Patrick Eichmann has been appointed General Manager of the Americas at mobile app retargeting company Remerge. Focusing on the US, Canada, and South America, he will head up strategy in region to build upon and drive the company’s growth in those markets.

Eichmann has been promoted from Vice President of Sales. Before Remerge, he was Director of Sales and New Business at Liftoff.

“App marketing is at a critical crossroads. At a time when Apple is ushering in changes to IDFA to empower user privacy, we are also seeing a surge in consumer demand for mobile gaming, shopping, food delivery and more. Remerge has been at the forefront of respecting privacy changes and building new products to allow apps to thrive in this new environment. I’m proud to be helping build Remerge into the leading mobile DSP in the Americas,” said Eichmann.

Gore promoted to CDO at Zeta
Zeta Global, a marketing tech company, has elevated Neej Gore to the position of Chief Data Officer. He will lead the Companys global data and analytics strategy, creating growth for brands by transforming data into actionable business insights, and continue the development of Zetas large identity graph, while driving further innovation within Zetas Opportunity Explorer.

Gore was previously Chief Business Officer at Boomtrain, which was acquired by Zeta four years ago. More recently, he was President of the Data Cloud division at Zeta.

“I am thrilled to continue advancing Zetas Data Cloud, which we have proudly grown to be one of the largest proprietary consumer data assets in the world,” said Gore. “Data literacy and insights have become essential for every enterprise business to connect with consumers at an individual level, and to do that successfully, they must have strong identity and intent based data solutions. I look forward to furthering our mission at Zeta to help marketers acquire, grow and retain customers and combat their toughest challenges.”

Sightly turns to Papp as CTO
Stefan Papp has been hired by Sightly, a media services and tech company, as its Chief Technology Officer. He will growth of the company’s technology and its Brand Mentality solution.

Papp joins Sightly after serving as the Senior Vice president for Deloitte Digital. Previously, he was the CTO at Blab. He also held leadership positions at technology companies including AdReady, Intelligent Effects, and Solutions IQ.

“In todays turbulent world where information and events happen at an unprecedented pace, Sightlys technology is fundamentally transforming the way that marketers react and plan,” said Papp. “Our Brand Mentality methodology taps into the fire-hose of public discourse, leveraging advanced technologies, to provide brands with the unique and extremely necessary capability to act on real-time insights at speed, while trends still resonate.”

Four countries get new leadership at Lycamobile
Mobile virtual network operator Lycamobile has appointed new country managers in Australia, France, Russia, and Romania.

Brendan Feeney takes up leadership in Australia. Boasting over 20 years’ experience in the telecom sector, he previously created brand awareness and converted momentum into customer growth at Optus.

Mikis de Bonneval takes up the France gig. In his more recent position at Lebara France, he oversaw a significant organisational reshuffle leading the firm back into profitability.

Mikhail Alilekov is now Russia Country Manager at Lycamobile after over 15 years working for telecoms firm including VimpelCom and MTT.

Finally, Mihai Nica will lead the Romania business. Over the past 10 years, he has worked at telecom companies including Vodafone and Telekom Romania.

“We’re very pleased to welcome such an experienced group of country managers to the Lycamobile family,” said Navanit Narayan, Group Chief Operating Officer at Lycamobile. “Each of them brings the depth of experience needed to boost our growth at a national level. I look forward to the exceptional work these four will bring to their new roles and look forward to realising our shared priorities.”

Bounteous hires Wang to lead strategy
Oscar Wang has joined digital experience consultancy Bounteous as Senior Vice President of Strategy & Insights. She will lead a multi-faceted team to create insights-centric strategies that drive transformative digital experiences.

Wang joins Bounteous with 15 years of experience at Prophet. She was a founding member and a key driving force of Prophet’s global strategic consumer insight & analytics practice, leading client engagements, hiring and developing talent, cultivating culture, and creating and evolving intellectual property critical to Prophets overall human insights-driven integrated branding, marketing, and innovation offerings.

“We live in a time where the old business books are being re-written in front of our eyes. Companies big and small are moving with a heightened sense of urgency to adapt,” said Wang. “In this context, I believe there is no disruptive growth without disruptive insights. It will be a true honour and great responsibility to lead and serve Bounteous’ clients in this transitioning world.

“It requires a fundamentally collaborative mindset, an agile but disciplined approach, and a pragmatic, strategic, and human leadership style. Within the Bounteous leadership team, I have found a group of comrades working toward this cause. I am proud to join a like-minded organization with a tremendous foundation. The co-innovation opportunity is, in a word, bounteous.”

Bell and Nicholls join Momentum exec team
Growth consultancy Momentum has appointed Robert Bell as Group Chief Financial Officer and Will Nicholls as UK Managing Director.

Bell, whose appointment follows his sale of private equity-backed company Cawood Scientific, has a track record of leading organisations through periods of high growth and international expansion and will guide the group’s M&A strategy – with a particular focus on North America.

“I am excited to be joining the team at Momentum during such a significant time in the company’s development and growth and look forward to leveraging my experience as we drive the business forward,” said Bell.

Nicholls becomes MD after a year with the company – having previously held positions as MD at Alpha Century and Managing Partner at both BBH and Saatchi & Saatchi – and will drive business strategy and operations, with a focus on developing Momentum’s consulting capabilities and client base in EMEA.

“It’s an honour to take on the role of MD and I’m excited to lead the continued success of the business here in the European market,” said Nicholls. “During my time in the business I’ve seen huge demand from clients to solve their biggest challenge – how to bring teams together to drive growth.

“Our clients are looking for partners with real depth of expertise to drive business outcomes and flawless delivery. We have phenomenal track record in delivering both and enter 2021 in a strong position.”

Momentum has also bolstered its regional management teams with the appointments of James Mollard as Business Development Director and Jacqueline Gummer as Consulting Director.

Alight hires Carreau to head up direct sales
Jacqui Carreau has been appointed Head of Direct Sales at out-of-home media owner Alight Media. Reporting to Chief Revenue Officer Ged Glover, she will lead Alight’s growing direct sales team positioned across the UK.

Carreau previously spent nearly eight years at Clear Channel, holding roles such as Head of South and Area Sales Manager for the South West. Prior to that, she spent almost 12 years at Newsquest, focused on Somerset and Devon.

“Alight Media has really impressed me, both in terms of growth and ambition, but also in the way the team runs the business,” said Carreau. “I’m over the moon to join a company with a clear mission to make out-of-home work harder for advertisers of all shapes and sizes, with a real focus on supporting SMEs build back better. I can’t wait to get stuck in.”

The post Movers and Shakers: Leo Burnett, R/GA, Havas, Incubeta, Vodafone, and more appeared first on Mobile Marketing Magazine.

Ogilvy names Bulchandani North America CEO
Devika Bulchandani has been appointed Chief Executive Officer of Ogilvy North America and Global Chairwoman of Advertising. Bulchandani will be responsible for driving all aspects of Ogilvys core business across the US and Canada which spans advertising, brand & content, public relations & influence, experience, growth & innovation, and health.

Most recently Bulchandani served as President of North America for McCann Worldgroup. Prior to being appointed to that role in December 2019, she was President of McCann New York. Bulchandani is also a founding member of Times Up Advertising – where she has tirelessly championed equality for women in advertising, particularly for women of colour – and an active Board member of the Ad Club in New York.

“Few people blazed trails in this industry the way that David Ogilvy did, and Im invigorated by the opportunity to work with Andy to shape Ogilvys future,” said Bulchandani. “At this time of immense change, I look forward to harnessing the creative brilliance and diverse expertise of Ogilvys global network to solve problems and create lasting value for clients.”

Darné takes charge of production at new Shutterstock creative arm
Stock photography company Shutterstock has hired Aiden Darné as Head of Global Production for Shutterstock Studios. He will oversee global production and strategy of the newly launched Shutterstock Studios, which offers brands custom content matched with production tools and services at scale.

Most recently Darné held the role of Senior Vice President of Production at Vice Media Group, where he ran the studio for commercial and editorial production across North America. Prior to Vice, he was Vice President of Production at Viacom, where he ran the East Coast production team for Viacom Digital Studios.

“I’m thrilled to join Shutterstock at such an exciting time for the company. Now more than ever, there is growing demand for a global production infrastructure that is focused through the lens of authentic local experts,” said Darné. “Shutterstock Studios is uniquely positioned to succeed with its expansive and diverse global network of contributors and creatives. It has a bright future and Im honoured to join at the start of its exciting and flourishing journey.”

Adjust elevates Madding and Kiriakis
Katie Madding and Bill Kiriakis have been promoted to Chief Product Officer and Chief Revenue Officer, respectively, at app marketing platform Adjust.

Madding will oversee overall product strategy at Adjust, including the companys expanding product and engineering teams. She started working at Adjust in 2014, serving as Integration Engineering Director before eventually progressing to her most recent role as Vice President of Product.

Kiriakis will assume executive leadership of all of the company’s global sales functions. He joined the company in January as Senior Vice President of Global Sales.

“Katie and Bill have done a fantastic job bringing Adjusts industry-leading products to market and strengthening our teams around the world,” said Christian Henschel, Co-founder and CEO of Adjust. “Their complementary leadership will be integral to achieving our ambitious goals of servicing all of our clients mobile marketing needs over one platform.”

Barash joins Zeotap to lead partnerships
Zeotap, a customer intelligence platform, has hired Matt Barash as its Senior Vice President of Global Publishing & Platform Partnerships. He will lead the commercial development of Zeotap’s ID+ solution.

Barash, who has more than 20 years of media and technology experience, most recently served as SVP of Strategy & Business Development at AdColony, where he oversaw global strategy, marketing and all commercial relationships with automated advertising, data and marketing technology partners. He has previously held programmatic leadership positions at Forbes and News Corp.

“Todays digital economy demands a balance of privacy and personalisation.  With ID+, Zeotap provides partners with a unique opportunity to ensure one-to-one marketing in a cookie-less world” Barash said. “I’m excited to join a world class team at Zeotap to partner with publishers and platforms and help them to future proof their businesses as digital enters a new era.”

PubMatic gives Daimler board seat
Susan Daimler has joined the Board of Directors at ad tech company PubMatic.

Daimler oversees the Premier Agent and StreetEasy businesses at Zillow Group, and manages an organisation spanning strategy, product, engineering, sales, corporate relations, and operations. She joined Zillow in October 2012 after the company’s acquisition of Buyfolio. She also co-founded travel website SeatGuru.

“Rajeev [Goel] and I have known each for over twenty years, taking similar career paths in digital entrepreneurship and leadership. This is an exciting time for PubMatic, as digital media expands across channels including mobile app and CTV. I’m honoured to be asked to serve on their Board of Directors,” said Daimler.

Malevsky chosen as growth chief at HyperJar
Budgeting app HyperJar has recruited Natalie Malevsky as its Chief Growth Officer. She will be responsible for the app’s growth in the UK, through end-to-end leadership of brand development & PR, consumer acquisition campaigns, and app engagement.

Malevsky’s 20 years’ experience spans media brands including AOL, Disney, BskyB, and Dow Jones. She was most recently Vice President of Product Marketing at Culture Trip.

“I’m thrilled to be joining such a high-calibre team at an important time for HyperJar and the FinTech industry,” said Malevsky.

“Consumers often have an uneasy relationship with debt and finances, and things have got even more complicated with the pandemic. It’s a great marketing challenge, and a timely one. I intend to use my category experience and knowledge of positive psychology to help HyperJar customers build their money ‘trust muscle’ by planning and spending their money smarter and with greater confidence.”

Havas selects Reddington as new partner
James Reddington has joined Havas Media Manchester as Managing Partner. He will provide additional client leadership across the agency’s BBC business, ensuring the continued delivery of best-in-class planning and client service.

Reddington joins the media agency after almost 24 years at Carat Manchester, where he oversaw clients including Barratt Homes, Manchester Airport Group, and Greggs as Group Business Director.

“The opportunity to help grow Havas Media Manchester and to support on the BBC business is exactly the sort of challenge I was looking for after nearly 24 years in my previous role,” said Reddington.

“We can offer clients the best of both worlds – the agility you’d usually associate with a small agency and the backing of one of the most respected networks in the UK. I can’t wait to get started.”

Pair of senior appointments made at Wolfenden
Leeds-based digital marketing agency Wolfenden has hired Meghan Burton as Operations Director and Emma Barnes as Senior Data & Insights Strategist.

Burton joins the board in a newly-created position that oversees all production teams and output. She arrives from Epiphany (now Jaywing), where she was most recently Production Director.

“I’m delighted to be joining Wolfenden in such an exciting phase for the agency,” said Burton. “The clear talent and dedication of our team has been reinforced by recent growth in our client base, and I’m really looking forward to continuing working together to empower the team and clients to achieve even greater things.”

Barnes has been hired as Wolfenden begins to define its approach to data and analytics. She was most recently Senior Analytics Strategist at Edit.

“After nine years at Edit and Branded3, it was important to me to choose the right next step, and I’m confident that moving to Wolfenden is just that,” said Barnes.

“It’s been a wonderful experience joining such a down-to-earth and friendly team, who have clearly built such strong partnerships with their clients. Their refreshing approach to educating clients and supporting them to grow means that there is endless opportunity to use data and insights to fuel not just our search strategies, but wider marketing and business plans, too.”

M&C Saatchi gets new leadership
Gareth Davis will become Independent Non-Executive Chairman of M&C Saatchi in the new year, replacing outgoing Chairman and Co-founder Jeremy Sinclair.

The Board will also appoint Moray MacLennan, currently Worldwide Chief Executive Officer, as CEO of M&C Saatchi PLC, succeeding CEO and Co-founder David Kershaw. Bill Muirhead, Executive Director and Co-founder will step down from the Board in March 2021.

“I would like to thank Jeremy, Bill and David for their inspiration and support over many years,” said MacLennan. “25 years ago, M&C Saatchi was founded with the ambition to change the world. That ambition remains. Looking forward we have an opportunity to reset M&C Saatchi for its next chapter and while we will draw on the strengths of the past, the focus will be relentlessly on the future, reflecting and anticipating major changes in society.”

Jobe to lead tech at Cheil
Cheil UK, a digital marketing and advertising agency, has welcomed Gary Jobe as its Head of Technology. Replacing Kevin Durley, his key priorities will be to build a strong developer team to lead key European projects and identify new opportunities from emerging tech trends, applying them to strengthen Cheil UK’s service offerings.

Jobe has more than 20 years’ experience designing and delivering tech solutions. He joins Cheil from Havas UK, where he was Group Head of Technology for almost five years. Before that, he held similar technology head positions at Proximity London, Sky, and Ogilvy.

“I’m excited to join Cheil UK as head of technology, especially at this point in time where digital and technology is urgently at the forefront of our clients’ business needs,” Jobe commented. “Cheil, as a global business, has an enviable legacy being at the cutting edge of technology for almost five decades, and I’m thrilled to have been passed the baton and lead the next technology chapter for the UK agency.”

Silverbean turns to McDonald as head of people
Rebecca McDonald has joined Newcastle-based affiliate marketing agency Silverbean, and its sister agency AGY47, as Head of People and Development. She will ensure there is an increased emphasis on employee growth, development and learning, feeding into the agencies’ focus on a culture that significantly benefits both its clients and its employees.

McDonald arrives at Silverbean with over 13 years of experience, which includes time at Sage and Balfour Beatty.

“Im really excited to join the team, to support our people in their development and contribute to the agency growth,” McDonald said.

Dolgins named CMO at CafeMedia
CafeMedia, a network of independent digital publishers, has chosen Stephanie Dolgins as its first-ever Chief Marketing Officer. Reporting to Chief Executive Officer Michael Sanchez, she will lead all marketing for CafeMedia and AdThrive in support of the companys mission to build a creator-first future for the open web.

Dolgins was previously CMO of Tumblr, where she oversaw brand and consumer marketing, communications, media partnerships, and content and community development. Her other previous roles include CMO at Outcast Media; Head of Marketing at Jetsetter; Senior Vice President & General Manager of AOL’s Women’s, Lifestyle, Teens, Kids, and Multicultural Programming; Vice President of Consumer and Sales Marketing at ABC Internet Group; and Vice President of Sales Development and Creative Services at Walt Disney Internet Group.

“CafeMedia represents the influential voices who make the internet a better place and provides important support for thousands of independent creators and publishers, enabling them to grow their businesses and their audiences,” said Dolgins. “I have spent the better part of my career working at the intersection of digital media, platform and advertising, and believe that helping creators build successful businesses will lead to a richer, more vibrant and diverse internet.”

Shopbrain adds Clarkson as advisor
Robert Clarkson has been appointed as Special Advisor to the CEO and Board of Directors at Shopbrain, a virtual shopping assistant owned by Yroo. He will work closely with CEO James Cunningham and the Board to support the company’s business development and revenue growth plans.

Clarkson is currently Chief Commercial Officer at Norton LifeLock. He has previously been Senior Vice President of Global Business Development & Global Partnerships at PayPal; Vice President and General Manager of Global Commercial Card Enterprise at American Express; and President of Global Business Development at GE Capital Financial.

“Robert is a seasoned executive with an impressive track record of building and growing businesses across a distinguished 30-year career,” said Cunningham. “His experience working with some of the worlds largest financial services firms, payment partners and software companies will provide Shopbrain with access to a vast network of contacts and potential strategic partners. On behalf of the Board, we welcome him to the team and see his addition as clear validation of our business model and growth prospects.”

Johnson takes seat on Amperity board
Customer data platform Amperity has added Kevin Johnson to its Board of Directors.

Johnson is President and Chief Executive Officer of Starbucks. He joined the international coffee shop chain in 2009, before taking up the role of President and Chief Operating Officer in March 2015 and then President and CEO in April 2017. Before Starbucks, Johnson spent five years as CEO of Juniper Networks and 16 years at Microsoft. He also served as the Chairman of the Cybersecurity Committee for NSTAC under both President George W. Bush and President Barack Obama.

“The future of all consumer-facing businesses requires a deeper understanding of their customers, the ability to personalise customer experiences, and the agility to recognise and adapt to shifting customer behaviours and preferences,” said Johnson. “Digital customer relationships are the key, and Amperity is in a unique position to help businesses unlock this digital potential by unifying first-party customer data and then enabling the insight and personalisation that elevates the customer experience and builds brand loyalty.”

The post Movers and Shakers: Ogilvy, Shutterstock, Adjust, Zeotap, PubMatic, HyperJar, and more appeared first on Mobile Marketing Magazine.

Havas has pledged its commitment to CAN’s six best practice manifestos around Anti Ad-Fraud, Informed Consent, Diversity, Fake News, Hate Speech, and Children’s Wellbeing. The group has also put in place 10 of its own internal initiatives around these principles, including the development of processes at each stage of its operating system to ensure diversity, equity, and inclusion, and an initiative for a more inclusive approach to brand safety.

“Joining the Conscious Advertising Network is a natural extension of our agency group mission to ‘make a meaningful difference to brands, business and people’. The CAN is a great initiative and we fully support their manifestos – as a global Media Agency Group we have to uphold the highest standards of ethics, diversity, equality and inclusion in the work we do, and joining the CAN is just one step we are taking to become more accountable,” said Peter Mears, Global CEO of Havas Media Group.

Havas is the latest big name to join the coalition, joining a few months after O2 became the first network operator to join and add an extra layer of support in combatting 5G misinformation in the process.

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The UK launch of the s­ocial equity marketplace follows the launch of a similar marketplace in the US. The UK marketplace focuses on Black, Asian, minority ethnic, women, and LGBTQ+-owned and operated media partners, while the US one focuses on Black, Indigenous, People of Colour, and LGBTQ+-owned media businesses.

UK publishers currently onboard include The Source, Gay Times, Pink News, and Woman Alive, as well as publishers across the UK’s Asian communities.

“At a time where consumer and business sentiment are focused on social action in many forms, Havas Media Group felt it was important to offer our clients a way to make a positive and meaningful impact on society,” said Simon Bevan, Chief Investment Officer at Havas Media Group. “We are uniquely placed to be the first market outside of the US to launch an offering like this, and we’re hugely proud to be able to give our clients the opportunity to support underrepresented groups with their media investment.”

The post Starbucks first to commit to Havas Media social equity marketplace in UK appeared first on Mobile Marketing Magazine.

Mobile advertising company TabMo works with some of the worlds biggest brands to help them engage their audiences across mobile devices. Its DSP, Hawk, automates the process of buying mobile inventory and provides access to mobile data sources, geo-targeting technology and advanced mobile tracking solutions. TabMo provides creative support to ensure brands are communicating with their customers as effectively as possible. Through Hawk, advertisers can also activate digital out of home, connected TV and audio campaigns to further enhance their mobile advertising activity. 

Each month we sit down with a leading industry figure to hear their thoughts on the mobile advertising market, how brands are currently using mobile and what we can expect from the future. 

Here we talk to Alex Boniface, digital client partner at Havas Media, about what is needed to increase the number of advertising campaigns that are integrated across the different channels and his visions for the future.

Q. Advertising campaigns that are integrated across the different channels would seem an obvious way forward, so why are we not seeing more of this?

The first reason of course is budget – not every advertiser can afford to run a multi-channel campaign that stretches both on and offline. In those instances, channels are chosen based on their affinity to an audience, or for that channel’s ability to achieve a required objective.

However, if we are to assume that budget isn’t something that determines channel selection then there are two elements blocking the path.

The first centres around knowing whether you reached the same person across different channels, while the second focuses on the need to change advertiser perceptions about the relationships certain audiences have with devices.

Q. Where do you think we are in terms of reaching the same person with an ad across the various different touchpoints?

The need for a Universal ID is already much-discussed in the trade press, but we may as well reference it again here because it’s not a conversation that’s going away anytime soon.

Post-GDPR, data portability in the ad-tech ecosystem is even more messy and complex than it was before. Ad spend across the duopoly (Facebook and Google) continues to increase at dramatic rates, mainly driven by their unrivalled access to first party data. This was great, for a while. You had amazing targeting and the ability to follow consumers from one platform through to another. However, as a result of GDPR, data no longer flows out of those platforms and into independent third parties for measurement (resulting in the demise of some of these third parties).

Brands looking to grow that are primarily investing their budget in exercises to drive awareness are rightly concerned about this as it effectively eliminates their ability to maintain frequency cross-channel. We’re stuck between a rock and hard place – we need to invest marketing spend where the audiences are but no longer have the ability to know whether it works.

As a result, more money goes to the duopoly and advertisers’ campaigns become increasingly siloed; a miserable outcome driven not because it works best for the brand or the consumer, but by necessity. The unintended consequence of GDPR therefore is that the duopoly continues to dominate and consumers receive increasingly impersonal, irrelevant and non-contextual messaging with high frequency.

To achieve true integration between channels, we must continue to persevere in our quest to adopt a Universal ID. Until we do so, Facebook and Google will continue their domination of marketing budgets and smaller publishers will continue to operate in a heavily one-sided playing field. Companies like The Trade Desk and the Ad ID Consortium have made great strides in this area, while the widespread adoption of Consent Management Platform technologies have also helping to increase cookie syncing across the ecosystem. However, we won’t ever see true integration until the duopoly plays ball.

Q. What do advertisers need to remember when thinking about how best to talk to their audiences in this complex digital world?

As marketers we are all guilty of acting like we don’t live in the real world. We come into work, put on our marketing hats and behave as if everything can be boiled down to a collection of data points, as if the richness and depth of each one of our lives are so mundane, we can be segmented and sold and targeted in a DSP. As a result, we end up saying things like “let’s run this campaign on mobile because it indexes high for students”, or, “let’s run this one on desktop during the day because we need to reach people in offices and everyone is ready and waiting at 12pm to see one of our ads”.

We forget how widespread smartphone adoption is. We omit to acknowledge how digitally-savvy older generations have become. We neglect to remember that the idea of a traditional funnel has been completely eroded by our un-paralleled access to information, on any device, whenever we want it.

It’s much more interesting to think about the context of each channel: TV is a shared viewing experience where you are ‘leaning-in’ to the content. Desktop is somewhere you go to work and don’t want to be distracted; mobile is something hugely personal, but that increasingly serves as a utility device more than anything else.

To see more campaigns run across a wider variety of channels we have to rid ourselves of these pretences and behave like normal human beings again.

Q. What role do you see mobile playing as we look for greater integration between the advertising channels?

Another interesting area is not so much about how channels are integrated, but focuses on using data or insight from one channel to fuel another. This is not by any means a new concept – but mobile seems to have cemented itself as the one platform that can ‘link’ the others together.

Location insights derived from mobile app data can be used to plan out-of-home (OOH) for example, while first party Device ID data can be uploaded to an audience planning tool to understand which spots to buy in a TV campaign. Using Snap or other AR-enabled codes to connect print, point-of-sale (POS) or even Consumer Packaged Goods to digital targeting or measurement platforms.

The issues around Universal IDs or the duopoly’s grip on data portability may prevent us from returning to the good-ol’ days of probabilistically-targeted multi-channel campaigns (RIP). However, the burgeoning field of data-fuelled media planning is certainly an interesting one – and an area that should ultimately lead to better ad experiences for the all-important consumer.

Q. What technology are you most excited about and why in terms of its impact on (mobile) advertising? How will screen sizes impact what is possible for example? What does the 5G future look like?

I think the biggest trend we’ll start to see over the next few years will be the blurring of what ‘mobile’ really means. We’ve seen the industry start to flirt with this idea with things like smart watches, Google’s Lens product and even some of the AR products coming out from LeapMotion and Oculus Go. However, it’s early days – consumer adoption of these technologies has been low, and for all the fanfare around VR and AR, I can count on the fingers of one hand the number of really convincing applications.

Although these technologies have yet to embed themselves naturally in our daily behaviours, once they do, we will undoubtedly see a seismic shift in the way advertisers choose to engage with consumers. The trick, however, will be avoiding the gimmicks. Just because you can make an AR ad unit, doesn’t mean you should. Just because you can build an app that allows users to run around in some kind of virtual environment, doesn’t mean it’s what consumers are demanding. We just want things that are simple, that work, that seamlessly integrate with our lives and make them just that little bit easier.

It feels that the ‘future of mobile’ is less about how big or how bright or how colourful our screens can get, but what we can to do escape from the confines of a screen altogether. Voice is a really great example of this – consumer adoption, in this case, has been profound. It feels like everyone got an Amazon Echo for Christmas. But has voice technology really embedded itself in our daily lives? No. I suspect most people are simply using them as a Bluetooth speaker; the number standing in their kitchen every evening saying, “Alexa, what’s the best way to cook rice?” is pretty limited I imagine.

But the improvement of screen technology isn’t what I think will be really interesting; rather it’s how cheap screen manufacturing will become. Add to that the utopian/dystopian (insert your own view as desired) impact that 5G will have on the ability to connect the world around us – and our screen-dependent existences might change.

To set the scene, think of the last time you got a new smartphone – you would have transferred your entire digital existence through a cloud back-up to the new device within minutes. Instantly your old phone loses all emotional value. You went from protecting it with your life to not caring if it went under the wheels of a bus. We already live in a world of transient technology, but the confines of hardware will be superseded still further by mechanics like the cloud and fast mobile data that will transport us into a truly virtual, connected environment. The ‘device’ – a 5-inch, £1000 piece of glass in our pockets – loses its shine; value is transferred to software; to the cloud – and to our ability to interact with the world around us in ways that are still mainly the domain of vivid imaginations and science fiction.

Q. Are we heading for a world without phones…?

Imagine an environment where we are not tied to the phones in our pocket. Screens are everywhere – in pubs, restaurants and bars, in lifts, along escalators, on cupboard doors, even built seamlessly into the walls of offices – all of which you can engage and interact with.

You’re at a bus stop and need to check an email – just flick your digital presence onto the screen you’re sitting next to. You’re at an interview and want to show your job history – ‘log in’ to the wall and get your LinkedIn profile up. That doesn’t even have to happen from a phone – your entire digital existence would be stored online and activated through a chip embedded somewhere on your person.

Traditional smartphone hardware loses all value. Device IDs and unique identifiers are no longer an issue. We exist online and can appear on any device or screen anywhere in the world at any time. The ad opportunities could be incredible – but try attributing a sale in DCM back to an impression served in one of these new environments!

Q. What challenges does this future face?

There are other growing trends we can’t ignore. Screen-time is now a huge issue and has formed part of the daily public conversation. (“Awesome, I only spent 15 hours on social media last week, down 13 per cent!”).  Mental health issues associated with phone addiction are tied to increasing public awareness about how we should better treat ourselves, as well as others around us.

From a business perspective, consumers are ad-blocking, GDPR has limited data portability, and we are moving into increasingly ad-free environments and trying to find new ways to connect. Privacy is now something about which the general public is acutely aware. How will that play out in a 5G world? Digital detoxes are growing in popularity. People are deleting their Facebook accounts. Some are even buying ‘brick’ phones to help focus their attention – perish the thought!

Where does all this go? It’s difficult to say at the minute. Screens and data will only become more ubiquitous in our lives, that I can guarantee – but we could start to see some push back. Tribes could form – ‘Screenists’ would embrace our connected world, almost to religious fervour, whilst ‘Screxiteers’ will embrace the values a disconnected and data-free world can provide.

Thanks Alex for some great insight. The role of mobile in integrating other channels is an interesting one; it shows how far mobile has come from being a digital ‘add on’ just a few years ago.

This is something TabMo has also recognised as we continue to develop our own platform Hawk. Until we do solve the Universal ID conundrum, how can mobile link other connected channels together? And how can the consumption of our mobile media dictate our strategies across other channels?

It will be interesting to see how well the industry is able to execute integrated campaigns in the short term. Certainly delivering via one platform should help to make this more efficient.

Meanwhile, the ‘Minority Report’ vision of the future, where everything has the potential to be a screen, is a fascinating prospect in terms of both the challenges and opportunities it presents.

Of course, we already have several more viable communication screens than we did ten years ago.  As they have developed, a key objective for TabMo is optimising creatives across these different interfaces; what works on a laptop may be ignored on a smartphone or tablet for example, and vice versa.  Creative technologies, such as dynamic creative optimisation (DCO) for example, have made huge strides in distributing alternative versions of an ad to different screens.  However, there is still no substitute for human input – ultimately, it’s creative minds that know instinctively which message should go where.

The post Havas Media on multichannel ad campaigns and the future of mobile ads appeared first on Mobile Marketing Magazine.

An all-child cast explore the electric vehicles in a three-minute film, asking the questions that adults won’t, during the six-week campaign. The aim is to raise awareness of Kia’s electric cars amongst families, while growing engagement and brand warmth.

The content, which was produced by Recipe, will be available on video on demand and amplified through a Sky News native article, digital display, and social media as well as through linear TV advertising. There is also a branded ‘Sky One Presents’ introduction ahead of spot advertising on the channel.

The campaign runs from today (19 August) until 29 September.

“Sky Media will be the perfect partner for our brand, being able to amplify our wide range of electric and alternative fuelled models across such a broad scale of media will ensure that our electric credentials are seen by a wide range of consumers that are a sure fit within our target demographic,” said Jane Fenn, head of brand communications at Kia.

The post Kia turns to Sky to drive awareness of electric cars appeared first on Mobile Marketing Magazine.

TabMo, which specialises in creative mobile advertising technology and targeting, had already delivered a wide variety of successful projects in multiple markets for Pernod Ricard; it was selected again as the mobile partner to deliver against Pernod Ricard’s objectives.

TabMo’s credentials include the ability to: build custom creatives for mobile; bridge online and offline via drive-to-store capacity; track footfall (to store) in real-time; enhance mobile campaigns by activating multiple channels through one platform; provide advertisers with access to unique audience data and inventory supply sources; and close the loop on sales data to quantify success.

The campaign won the best use of football tracking technology, best mobile strategy and best return on investment for a mobile campaign at one of the media and marketing industry’s flagship awards.

Execution
Planning, creatives, audiences, geo-targeting and optimisation

The overall campaign was planned by Pernod Ricard and its agency Havas.  Pernod Ricard built three creatives for each product; TabMo adapted these for mobile, adding interactive features that allowed users to tap to find the nearest store stocking Passion Fruit 70cl and Pina Colada cans.

The creatives were activated with TabMo’s mobile demand side platform (DSP) Hawk, which was used by Affiperf (the programmatic buying agency for Havas) to execute the campaign. 

TabMo built six audience data segments, selecting attributes that were identified as resonating well with the core target groups.  Three were demographic: 18+ (critical due to the alcoholic nature of the product); 18-34 years; and 35-64 years.  Three were behavioural: beauty (app usage and Mastercard purchase data); entertainment (app usage and demographic interest data); and music event enthusiasts (app usage data and historical location data).

These segments were geo-targeted using TabMo’s unique mapping technology so that the (relevant) users were only targeted when they were in locations of high relevance; i.e. near a retailer stocking the products.  TabMo worked with the client and agency to map all relevant retailers and were able to target around these stores.  The self-service nature of TabMo’s platform enabled full transparency, so that the client and agency had control over the stores selected.

TabMo ring-fenced each physical store with both a 2km radius and 10km radius so that different creatives could be shown, depending on the proximity of the user to the store.

Users identified within the target audience would see an ad on their mobile when they were within the 2km and 10km range.  Tapping on the ad would open a full-screen map guiding them to the nearest stockist of the product.

TabMo’s Branding to Store product enabled live footfall to be tracked by individual store, with the result that campaigns could be optimised while ‘live’ guaranteeing Malibu were reaching the most efficient audience(s) at all times.

Results
The headline result was that over 39,000 visits to store were tracked within TabMo’s platform Hawk.  These store visits led to an increase of 14.6 per cent in incremental sales of the target products.

This was achieved by an ad engagement rate of 7.22 per cent and a subsequent click through rate (CTR) of 0.40%, indicating that users were accurately targeted and then engaged by the custom creative TabMo produced and likely to click through to the site as a result. 

The cost per store visit was £2.19, almost half the average benchmark expected for a campaign of this nature. In addition, other products in the Malibu range benefited from the ‘halo effect’, showing a sales uplift of 1.1 per cent.

TabMo’s data was verified with a third-party measurement study by IRI.

“Mobile campaign delivered fantastic results”
“We challenged Havas to drive awareness and conversion of our new products amongst our target consumer of digitally savvy 18 – 34-year-old females. Havas’ mobile campaign delivered fantastic results, driving strong sales of our new drinks and ultimately delivering incremental growth for the brand.” Toni Ingram, head of marketing, Pernod Ricard UK

In addition to TabMo’s tracking capability, third party verification figures were provided by an IRI measurement study.

The post Case study: TabMo, Havas drive footfall and increase brand awareness for Pernod Ricard appeared first on Mobile Marketing Magazine.

Mobile advertising company TabMo works with some of the worlds biggest brands to help them engage their audiences across mobile devices. Its DSP, Hawk, automates the process of buying mobile inventory and provides access to mobile data sources, geo-targeting technology and advanced mobile tracking solutions. TabMo provides creative support to ensure brands are communicating with their customers as effectively as possible. Through Hawk, advertisers can also activate digital out of home, connected TV and audio campaigns to further enhance their mobile advertising activity.

Each month we sit down with a leading industry figure to hear their thoughts on the mobile advertising market, how brands are currently using mobile and what we can expect from the future.

In the first of our series, we talked to Alex Boniface, digital client partner at Havas Media about what is needed to increase the number of advertising campaigns that are integrated across the different channels. In this, the second part of our discussion with Alex, we look at his visions for the future.

Q. What technology are you most excited about and why in terms of its impact on (mobile) advertising? How will screen sizes impact what is possible for example? What does the 5G future look like?

I think the biggest trend we’ll start to see over the next few years will be the blurring of what ‘mobile’ really means. We’ve seen the industry start to flirt with this idea with things like smart watches, Google’s Lens product and even some of the AR products coming out from LeapMotion and Oculus Go. However, it’s early days – consumer adoption of these technologies has been low, and for all the fanfare around VR and AR, I can count on the fingers of one hand the number of really convincing applications.

Although these technologies have yet to embed themselves naturally in our daily behaviours, once they do, we will undoubtedly see a seismic shift in the way advertisers choose to engage with consumers. The trick, however, will be avoiding the gimmicks. Just because you can make an AR ad unit, doesn’t mean you should. Just because you can build an app that allows users to run around in some kind of virtual environment, doesn’t mean it’s what consumers are demanding. We just want things that are simple, that work, that seamlessly integrate with our lives and make them just that little bit easier.

It feels that the ‘future of mobile’ is less about how big or how bright or how colourful our screens can get, but what we can to do escape from the confines of a screen altogether. Voice is a really great example of this – consumer adoption, in this case, has been profound. It feels like everyone got an Amazon Echo for Christmas. But has voice technology really embedded itself in our daily lives? No. I suspect most people are simply using them as a Bluetooth speaker; the number standing in their kitchen every evening saying, “Alexa, what’s the best way to cook rice?” is pretty limited I imagine.

But the improvement of screen technology isn’t what I think will be really interesting; rather it’s how cheap screen manufacturing will become. Add to that the utopian/dystopian (insert your own view as desired) impact that 5G will have on the ability to connect the world around us – and our screen-dependent existences might change.

To set the scene, think of the last time you got a new smartphone – you would have transferred your entire digital existence through a cloud back-up to the new device within minutes. Instantly your old phone loses all emotional value. You went from protecting it with your life to not caring if it went under the wheels of a bus. We already live in a world of transient technology, but the confines of hardware will be superseded still further by mechanics like the cloud and fast mobile data that will transport us into a truly virtual, connected environment. The ‘device’ – a 5-inch, £1000 piece of glass in our pockets – loses its shine; value is transferred to software; to the cloud – and to our ability to interact with the world around us in ways that are still mainly the domain of vivid imaginations and science fiction.

Q. Are we heading for a world without phones…?

Imagine an environment where we are not tied to the phones in our pocket. Screens are everywhere – in pubs, restaurants and bars, in lifts, along escalators, on cupboard doors, even built seamlessly into the walls of offices – all of which you can engage and interact with.

You’re at a bus stop and need to check an email – just flick your digital presence onto the screen you’re sitting next to. You’re at an interview and want to show your job history – ‘log in’ to the wall and get your LinkedIn profile up. That doesn’t even have to happen from a phone – your entire digital existence would be stored online and activated through a chip embedded somewhere on your person.

Traditional smartphone hardware loses all value. Device IDs and unique identifiers are no longer an issue. We exist online and can appear on any device or screen anywhere in the world at any time. The ad opportunities could be incredible – but try attributing a sale in DCM back to an impression served in one of these new environments!

Q. What challenges does this future face?

There are other growing trends we can’t ignore. Screen-time is now a huge issue and has formed part of the daily public conversation. (“Awesome, I only spent 15 hours on social media last week, down 13 per cent!”).  Mental health issues associated with phone addiction are tied to increasing public awareness about how we should better treat ourselves, as well as others around us.

From a business perspective, consumers are ad-blocking, GDPR has limited data portability, and we are moving into increasingly ad-free environments and trying to find new ways to connect. Privacy is now something about which the general public is acutely aware. How will that play out in a 5G world? Digital detoxes are growing in popularity. People are deleting their Facebook accounts. Some are even buying ‘brick’ phones to help focus their attention – perish the thought!

Where does all this go? It’s difficult to say at the minute. Screens and data will only become more ubiquitous in our lives, that I can guarantee – but we could start to see some push back. Tribes could form – ‘Screenists’ would embrace our connected world, almost to religious fervour, whilst ‘Screxiteers’ will embrace the values a disconnected and data-free world can provide.

Thanks again Alex for taking the time to talk to TabMo.  The ‘Minority Report’ vision of the future, where everything has the potential to be a screen, is a fascinating prospect in terms of both the challenges and opportunities it presents.

Of course, we already have several more viable communication screens than we did ten years ago.  As they have developed, a key objective for TabMo is optimising creatives across these different interfaces; what works on a laptop may be ignored on a smartphone or tablet for example, and vice versa.  Creative technologies, such as dynamic creative optimisation (DCO) for example, have made huge strides in distributing alternative versions of an ad to different screens.  However, there is still no substitute for human input – ultimately, it’s creative minds that know instinctively which message should go where.

Read the first part of TabMo’s interview with Alex Boniface of Havas Media here.

The post TabMos Monthly Mobile Spotlight: Havas Media on the future of mobile ads (part two) appeared first on Mobile Marketing Magazine.

Mobile advertising company TabMo works with some of the worlds biggest brands to help them engage their audiences across mobile devices. Its DSP, Hawk, automates the process of buying mobile inventory and provides access to mobile data sources, geo-targeting technology and advanced mobile tracking solutions. TabMo provides creative support to ensure brands are communicating with their customers as effectively as possible. Through Hawk, advertisers can also activate digital out of home, connected TV and audio campaigns to further enhance their mobile advertising activity. 

Each month we sit down with a leading industry figure to hear their thoughts on the mobile advertising market, how brands are currently using mobile and what we can expect from the future. 

In the first of our series, we talk to Alex Boniface, digital client partner at Havas Media, about what is needed to increase the number of advertising campaigns that are integrated across the different channels. In part two, we look at his visions for the future.

Q. Advertising campaigns that are integrated across the different channels would seem an obvious way forward, so why are we not seeing more of this?

The first reason of course is budget – not every advertiser can afford to run a multi-channel campaign that stretches both on and offline. In those instances, channels are chosen based on their affinity to an audience, or for that channel’s ability to achieve a required objective.

However, if we are to assume that budget isn’t something that determines channel selection then there are two elements blocking the path.

The first centres around knowing whether you reached the same person across different channels, while the second focuses on the need to change advertiser perceptions about the relationships certain audiences have with devices.

Q. Where do you think we are in terms of reaching the same person with an ad across the various different touchpoints?

The need for a Universal ID is already much-discussed in the trade press, but we may as well reference it again here because it’s not a conversation that’s going away anytime soon.

Post-GDPR, data portability in the ad-tech ecosystem is even more messy and complex than it was before. Ad spend across the duopoly (Facebook and Google) continues to increase at dramatic rates, mainly driven by their unrivalled access to first party data. This was great, for a while. You had amazing targeting and the ability to follow consumers from one platform through to another. However, as a result of GDPR, data no longer flows out of those platforms and into independent third parties for measurement (resulting in the demise of some of these third parties).

Brands looking to grow that are primarily investing their budget in exercises to drive awareness are rightly concerned about this as it effectively eliminates their ability to maintain frequency cross-channel. We’re stuck between a rock and hard place – we need to invest marketing spend where the audiences are but no longer have the ability to know whether it works.

As a result, more money goes to the duopoly and advertisers’ campaigns become increasingly siloed; a miserable outcome driven not because it works best for the brand or the consumer, but by necessity. The unintended consequence of GDPR therefore is that the duopoly continues to dominate and consumers receive increasingly impersonal, irrelevant and non-contextual messaging with high frequency.

To achieve true integration between channels, we must continue to persevere in our quest to adopt a Universal ID. Until we do so, Facebook and Google will continue their domination of marketing budgets and smaller publishers will continue to operate in a heavily one-sided playing field. Companies like The Trade Desk and the Ad ID Consortium have made great strides in this area, while the widespread adoption of Consent Management Platform technologies have also helping to increase cookie syncing across the ecosystem. However, we won’t ever see true integration until the duopoly plays ball.

Q. What do advertisers need to remember when thinking about how best to talk to their audiences in this complex digital world?

As marketers we are all guilty of acting like we don’t live in the real world. We come into work, put on our marketing hats and behave as if everything can be boiled down to a collection of data points, as if the richness and depth of each one of our lives are so mundane, we can be segmented and sold and targeted in a DSP. As a result, we end up saying things like “let’s run this campaign on mobile because it indexes high for students”, or, “let’s run this one on desktop during the day because we need to reach people in offices and everyone is ready and waiting at 12pm to see one of our ads”.

We forget how widespread smartphone adoption is. We omit to acknowledge how digitally-savvy older generations have become. We neglect to remember that the idea of a traditional funnel has been completely eroded by our un-paralleled access to information, on any device, whenever we want it.

It’s much more interesting to think about the context of each channel: TV is a shared viewing experience where you are ‘leaning-in’ to the content. Desktop is somewhere you go to work and don’t want to be distracted; mobile is something hugely personal, but that increasingly serves as a utility device more than anything else.

To see more campaigns run across a wider variety of channels we have to rid ourselves of these pretences and behave like normal human beings again.

Q. What role do you see mobile playing as we look for greater integration between the advertising channels?

Another interesting area is not so much about how channels are integrated, but focuses on using data or insight from one channel to fuel another. This is not by any means a new concept – but mobile seems to have cemented itself as the one platform that can ‘link’ the others together.

Location insights derived from mobile app data can be used to plan out-of-home (OOH) for example, while first party Device ID data can be uploaded to an audience planning tool to understand which spots to buy in a TV campaign. Using Snap or other AR-enabled codes to connect print, point-of-sale (POS) or even Consumer Packaged Goods to digital targeting or measurement platforms.

The issues around Universal IDs or the duopoly’s grip on data portability may prevent us from returning to the good-ol’ days of probabilistically-targeted multi-channel campaigns (RIP). However, the burgeoning field of data-fuelled media planning is certainly an interesting one – and an area that should ultimately lead to better ad experiences for the all-important consumer.

Thanks Alex for some great insight. The role of mobile in integrating other channels is an interesting one; it shows how far mobile has come from being a digital ‘add on’ just a few years ago.

This is something TabMo has also recognised as we continue to develop our own platform Hawk. Until we do solve the Universal ID conundrum, how can mobile link other connected channels together? And how can the consumption of our mobile media dictate our strategies across other channels?

It will be interesting to see how well the industry is able to execute integrated campaigns in the short term. Certainly delivering via one platform should help to make this more efficient.

We’re looking forward to hearing about how you see the future unfolding in Part two…

Read the second part of TabMo’s discussion with Alex Boniface at Havas Media here.

The post TabMos Monthly Mobile Spotlight: Havas Media on multichannel ad campaigns (part one) appeared first on Mobile Marketing Magazine.

Havas Media, the main media brand in the Havas Group, has partnered with tech provider AdsDax to implement blockchain advertising technology into Havas Media’s most recent campaign based in India. The campaign, which began two weeks ago, uses AdsDax’s advertising platform to introduce a media-heavy ad that promotes Indian food delivery service, “Swiggy”, throughout the cricket season.

Over the course of the campaign, 2.3m mobile device users interacted with the advert, and AdsDax was able to directly track all user engagements from user’s mobile devices on a public blockchain. By using a blockchain tracking layer, advertisers were able to more clearly see progress towards their campaign goals.

All key payable event data collected during the campaign is sent from the user’s device to the blockchain. From there, the data is validated by third-parties and then stored on a secure ledger. The data is almost immediately made available to the advertiser, allowing them to see what users are purchasing in real time.

“The biggest issue with current blockchain propositions is that there are a lot of theoretical concepts and ideas but not a lot of live products,” said Rohan Chincholi, head of media and business head, Mumbai and Bangalore, Digital, Havas Media. “Speed and scale have been key arguments for blockchain detractors who have argued that blockchain isn’t robust enough to support features such as real-time bidding and fraud prevention, however, AdsDax has an end-to-end tech platform that, thus far, has met the speed and scale expectations of the advertisers who have used it to run campaigns. AdsDax has a live platform that solves the issues of speed and expense on the blockchain while delivering the key features: transparent, immutable tracking and payment.”

AdsDax CEO Ian Mullins said, “There have been several challenges for us to build a platform that can meet the expectations of the ad industry. We have undertaken R&D into several different blockchain protocols and public blockchains and a lot of them simply could not meet the demands and throughput required by a live, commercial platform.”

“Although we are still in R&D to constantly increase the throughput and scale of our live platform, we believe we now have a solution that is successfully meeting the requirements of the ad industry. Our partnership with Havas Media on this campaign is simply further confirmation that blockchain is the future of media buying.”

The post Havas Media and AdsDax launch blockchain advertising campaign appeared first on Mobile Marketing Magazine.