NMPi AU Crowned “Best Digital Agency” at NORA Awards

We are delighted to be able to say that NMPi AU took home the gold last night at the NORA 2018 Excellence Awards, winning “Best Digital Agency” in the evening’s proceedings.

These awards recognise the best of the best in Solution Providers for the retail industry of Australia. Most importantly, these awards are voted on by the retail industry itself. This win demonstrates our experience and expertise across retail, and that this has translated into real results for our clients.

A big thank you to all the retailers and clients who took the time to vote for us, and a huge congratulations to our amazing team. This award recognises the phenomenal work they’ve been doing to drive performance for our clients and partners.

Check out all of the winners from the evening at Noraawards.com.au.

NMPi and DQ&A Complete Acquisition of Creative Specialist, Joystick

Joystick officially joins the NMPi and DQ&A family today, as we sign the contracts and complete the acquisition. After announcing our agreement to acquire Joystick at Cannes a few weeks ago, we are very excited to begin working with them to reinvent what it means to be a customer-centric digital marketing specialist – whether that’s as a creative, media, or technology specialist.

Together, this means that we can provide a more complete digital marketing service focused on a brilliant customer experience. Not only can we offer digital media strategy and management across Paid Search, Display and Paid Social advertising, but we can also offer targeted and personalised creative solutions at scale, such as Dynamic Ads, Programmatic Creative, and Rich Media Display Ads, and even tailored digital experiences with Responsive Website Development, Experiential Apps and Campaign Landing Pages.

“It’s been months of hard work from many people on our teams, and we’re very excited to start building on this relationship and working closely with the Joystick team,” says NMPi CEO Luke Judge. “Together, we will be able to improve the way that people engage with advertising, and break down the silos that have found their way into the industry.”

Sara Francis, CEO of Joystick added, “It was incredibly important for us to find a partner who shares our ideals and our belief that the perfect blend of technology, data and artistry makes every execution smarter, more dynamic and more effective. NMPi and DQ&A are a perfect fit, and we are looking forward to the future.”

Joystick bring over 90 digital creative experts across 5 international offices to the group, increasing our global presence to over 340 employees across 16 offices from Los Angeles to Malaysia. They bring with them an extensive clientele that includes Google, HBO, Disney and Kroger, adding to NMPi and DQ&A’s clients such as, L’Oréal, Papa John’s,  Hanes, Freeview, Melia Hotels, and Samsung.

Joystick will be making their first official outing as part of the family at our July seminar, “Great Experience: Where Art and Science Meet.”

We’ll be bringing together speakers from NMPi, DQ&A and Joystick as well as Harvey Nichols and Charlotte Tilbury to show how you can break down the silos between media, creative and technology to drive flawless customer experience. It’ll be one you won’t want to miss, so make sure you register to join us in London, or on our live stream: Register Now

This acquisition was completed by NMPi and DQ&A UK’s parent company, Net Media Planet Ltd.

Introducing: Sara Francis, CEO of Joystick

A few weeks ago NMPi announced that we would be acquiring US creative specialists, Joystick. We are very excited to have Joystick’s entire leadership team, including Sara Francis, remain on post-acquisition.

Sara has over 18 years experience in digital marketing, having begun her career primarily focused on entertainment working for such companies as Miramax, Deep Focus, and Moxie Interactive. In 2010 she began her career at Joystick, leading the Los Angeles office and account management team company-wide before being elevated to CEO. 

We sat down with Sara to find out more about her, the agency, and what she’s looking forward to about this acquisition.

How do you think the industry will benefit from a joint media and creative agency?

Every digital touchpoint is an opportunity to create a connection and a conversation with the audience. At Joystick, our quality creative plays an integral part in campaign performance and ROI, something that is lacking in many campaigns. But oftentimes creative work is created without a complete picture of the consumer journey, making it hard to truly have an impact.

By joining forces with NMPi, we are able to close the gap between creative, media and technology. Media and creative have been extremely fragmented, now that we’re together, we can break down the barriers that exist. We’ll have more control over the customer touch points and the consumer’s experience throughout the brand journey.  

This may sound lofty, but we want to build a web where people love ads. Love them because they’re a great experience and are useful. This is what inspires us every day and we believe we’re working with the right partners and clients to make this happen.

What innovative technologies and strategies do you think NMPi will gain from adding a creative perspective to their digital offering? Conversely, what insight will Joystick gain from partnering with a global digital agency such as NMPi?

Joystick is one of the first creatively-led agencies with deep expertise in ad technology. This will add a number of complimentary service offerings to NMPi. Our work in innovative technologies will add a robust offering to brands who are looking to add immersive experiences to their mix or augment their voice and visual search strategies.

Conversely, we look forward to combining our dynamic creative expertise with NMPi’s skilled programmatic strategists to offer a full-service solution unmatched by others. We’ll have audience and creative alignment that will enable us to create truly personalized creative and ad relevancy that delivers results.

What plans for growth do you have in the upcoming year?

Well for starters, we’ll need to service a global client base and expand existing services into new markets. We also see immediate opportunity to expand how we’re working with our current technology vendors.

So all of this will mean that we’ll need to grow our team and invest in our talent to learn about how to bring our collective services together. We see our new global footprint and expanded capabilities as a huge opportunity for growth.

What are the challenges facing digital marketers in the coming twelve months?

We’ve been having meaningful discussions with brands around how they think about activating brand and business growth. We all desire to create meaningful brands fueled by consumer-first thinking and data. Many want to know how to action their data and sequence ads and content to work together to keep things fresh and relevant to consumers at any moment.

We’ve also heard a lot about the challenge of maintaining creative quality with programmatic buying. That’s a challenge we’re going to take head-on. We’re bringing high touch creative to programmatic. We plan to roll out a suite of high impact creative formats for programmatic delivery which is something the industry desperately needs.

What do you look forward to most with this partnership?

We look forward to re-imagining what it means to be digital marketing specialists. We are in essence bringing art and science together. Data-driven creative is our art. And with our creative chops combined with the expert minds of NMPi’s analysts, we can push that even further.

We are also looking forward to expanding our global footprint to have service areas in 16 countries and a team of over 340 of the most highly trained experts across search, display, video, social, data and analytics.

Personally, I’m excited about the opportunity to collaborate with our collective of agencies. We’re all specialists in our respective disciplines and we now can work closely and non-competitively on what the future agency model looks like.

What is the most exciting recent development in digital marketing?

Well, to be honest, there are always exciting new developments in digital marketing. We’re always developing emerging formats using new advancements in technology and putting them to work in new ways.

We’re also happy to see that platforms are doing more to create a space to give a creative a voice. Great creative is finally getting a spotlight again which is a huge priority for us.

And lastly, what is your favourite project that you have worked on?

There are so many I consider my favorite, it’s hard to pick just one. A recent favorite would have to be the voice-enabled unit that we worked on with our client and partner True[X] for Amazon Echo. Our team had seen how more and more people were using voice search and we wanted to see if we could put this to work in an ad by using speech to text conversion technology. When True[X] came to us with a voice-activated experience they were working on with Amazon Echo, we had a couple of approaches to recommend. The result was a highly engaging and entertaining voice-enabled ad unit that featured the Echo’s capabilities in a compelling way. This is a great example of the true collaboration we love having with all our partnerships.

 

NMPi to Acquire Creative Specialist, Joystick

Today, we are so delighted to announce that NMPi and our sister company, DQ&A, have agreed to acquire a fantastic international digital creative specialist, called Joystick.

 

Established in 2006, and now with a team of over 90 digital creative experts in New York, Los Angeles, London, Santo Domingo, and the Philippines, Joystick is a market leading creative specialist with extensive expertise in data-driven dynamic ad technologies, and is one of only four DoubleClick Certified Creative Partners in both the UK and the US.

Joystick works with some really incredible and exciting brands including, Disney, Nissan, HBO, and Kroger. In a recent project for Google, Joystick created a dynamic ad which had over 60,000 different creative variations and was localized for an impressive 22 markets and 7 languages.

We are looking forward to joining forces with a company who shares our belief that the perfect blend of technology, data and artistry makes every execution smarter, more dynamic and more effective.

NMPi CEO of UK & US, Luke Judge, shared his thoughts on why this acquisition is so important: “As data gives us a better understanding of the consumer and their online journey, we are seeing a rapid shift in the digital ecosystem. It’s no longer about choosing channels to run your marketing activity; now the spotlight is on creating a flawless experience for the consumer. This is exactly why we are focused on reinventing what it means to be a digital marketing specialist, and joining forces with Joystick is a major step in that journey, allowing us to offer a more end-to-end service focused on brilliant customer experience.”

With this acquisition, NMPi is now able to directly offer our clients targeted campaign solutions including, Dynamic Ads, Programmatic Creative, and Rich Media Display Ads, as well as tailored digital experiences with Responsive Website Development, Experiential Apps and Campaign Landing Pages.

We sat down with Sara Francis, CEO of Joystick, to get her thoughts on the agreement: “This is an exciting time for our businesses to come together as one strong force. The alignment could not be more perfect with what we do and where we want to go. We look forward to leading the way in digital innovation and collectively creating a compelling offering for clients.”

With over 18 years experience in digital marketing, Sara is a seasoned executive with extensive knowledge in management, client strategy and business development. For the first part of her career, Sara focused primarily on the entertainment vertical working for such companies as Miramax, Deep Focus and Moxie Interactive. In 2010 Sara joined Joystick to lead the Los Angeles office and account management team company-wide before being elevated to CEO.

Our sister company, DQ&A, is Google DoubleClick’s largest EMEA partner in the technology and professional services field. When combined with Joystick’s DoubleClick Creative Partner status, the acquisition forms a strengthened DoubleClick relationship, further solidifying its strategic offering and authenticity within the digital industry.

CEO of DQ&A, Mike Ossendrijver, added: “We saw a significant gap in the market for a solution that will enable our clients to enhance all aspects of the customer’s online media journey, and we couldn’t be more excited to finally close the marketing loop by combining technology, data, media, and now industry-leading creative services. Digital innovation is at the heart of NMPi and DQ&A, and this acquisition will bring further opportunities for us to drive development with the use of Joystick’s Innovation lab and its deep creative industry knowledge and partnerships.”

This news follows our 2017 global expansion into 6 new markets, including 2 offices in the US, as well as our recent acquisition of U.S boutique Paid Social specialists, MediaPact. With DQ&A also launching in South-East Asia, Australia, Africa and Italy, this only serves to strengthen the marketing group’s international presence and localized expertise. As a group, we are now able to boast a global presence of 340 people across 16 offices. 

The acquisition is subject to standard completion procedures and is expected to complete within the month.

If you would like to receive any further information, do not hesitate to get in touch.

NMPi Completes International Expansion with New York & Los Angeles Offices

Today, we are really excited to announce the addition of two new offices to NMPi. Over the past year, we have launched our brand in 8 new markets, including, Australia, Malaysia, the Netherlands, Singapore, Switzerland, South Africa, and now New York and Los Angeles in the US!

We currently work with 27 brands in the US including, Saks Fifth Avenue, and Autodesk. “The US has always been an exciting region for us,” explains Alex Moody, Partnerships Director, North America. “The NMPi team and I are looking forward to catching up with all our US clients and partners over the coming months and exploring the opportunities that a permanent base provides including, broadening our strong relationship with Google which has been a major factor in our global success.”

The launch of our US offices follows a significant client win. In September this year, we began delivering Paid Search, Display, Paid Social and Analytics services for US retail group, Fullbeauty Brands, and seven of their subsidiary companies. Fullbeauty Brands has specialized in plus-size clothing for women and men in the US for over 100 years and includes the popular brands Jessica London, ellos, Woman Within, and King Size Direct.

“The transition of our paid media channels for 7 brands has been flawless. They truly feel like an extension of the team rather than an agency,” commented Vice President of Digital Marketing at Fullbeauty Brands, Bobby Missry.

In July this year, we announced a strategic partnership with global technology company, Pitney Bowes. We are helping them strengthen their industry-leading global e-commerce offering with enhanced consumer marketing solutions, including international paid-search campaigns, display advertising, social media advertising and fully optimized Google shopping experiences.

“As a key market for NMPi, the US was the natural next step to continue our international expansion,” states Luke Judge, CEO (Europe & US).”Relationships like Fullbeauty Brands, Pitney Bowes, and Google are just the beginning, and we are excited to move forward in 2018.”

Meet Philip Mostert, Managing Director of NMPi Asia

After announcing yesterday that Clicks2Customers has rebranded to NMPi, we are pleased to introduce the Managing Director of NMPi Asia, Philip Mostert. Philip has over 12 years digital marketing and project management experience and is a keen observer of trends. In 2010 he was the digital syndicate lead for the Soccer World Cup in South Africa, working with South African Tourism across the globe.

He is a strong commercial thinker with the hunger to the drive business forward, constantly seeking out opportunities of growth. He lives by a simple motto ‘Keep Moving Forward”.

We had a chance to sit down with Philip to discuss the recent growth of NMPi and the future of digital.

Q. What innovative technologies and strategies do you think NMPi will gain from adding an Asian perspective to their digital offering? Conversely, what insight will the Asian market gain from partnering with a global digital agency such as NMPi?

Let’s break it down by the numbers. There are 4.436 billion people living in Asia, and over 648,053,399 living in South East Asia alone, which makes up for about 8.62% of the world’s total population. Numbers that are simply staggering and hard to comprehend!

The value that one can derive from this volume of data is simply limitless. Innovation lies within building custom algorithms that are intuitive in nature, especially when optimizing media for large scale efficiencies.

Q. What do you think are the strengths of the Asian digital market right now? Where does it excel?

Its strengths are also some its greatest weaknesses.

Social media is at the heart of all campaigning. We see incredibly strong performance metrics from social media channels. Advertisers in Asia seek out that holy grail of virality. Some get it right but sadly most get it horribly wrong. With this in mind, many marketers rely on influencers in the market to own and drive their communication strategies forward. This is a highly risky and costly exercise should it not work out as desired.

Mobile penetration is another one of Asia’s great strengths, but mobile addiction is also a societal concern that will have a long lasting impact. To what extent, has yet to be identified.  

Q. What are your plans for continued growth in digital marketing?

AR is an exciting space and perfect for the Asian markets. This is indicative of the fact that QR codes are everywhere and in deed habitual for most WeChat users [Asia’s leading IM platform]. We intend on driving this as part of the performance space whereby linking it back to DoubleClick in years to come. We have some exciting plans afoot, which will be revealed in the next few months.

Q. What are the challenges facing Asian digital marketers in the coming twelve months?

Asia faces a highly competitive landscape which constantly changes and is incredibly fragmented. What might work in Indonesia may not work in Malaysia etc.

This is compounded by the fact that the e-commerce space will be largely dominated by Alibaba, 1st to market(s), who are building an entire ecosystem for advertisers where Google have zero clout. In line with this, Amazon has been pegged to launch in Singapore within the next few weeks which will make for a very interesting showdown between two massive behemoths.

Many companies will also seek to take skill in-house and grow IP without the need of 3rd party vendors. Transparency is the key to sustainability.  

These challenges, of course, present some interesting opportunities for agencies who position themselves strategically.

Q. What do you look forward to most with this expansion?

Leveraging global resources applied within local nuances. This is a formidable formula of success.

Q. What is the most exciting recent development in digital marketing in Asia?

Malaysia has been identified as the potential digital hub for all of Southeast Asia. Alibaba has launched a large scale initiative with the Malaysian government, the Digital Free Trade Zone. This has fundamentally been designed to promote the growth of e-commerce by providing a state-of-the-art platform for SMEs and enterprises to conduct the businesses and services. The benefits of this will, of course, be translated into more ad spend coming online.

 

LinkedIn: www.linkedin.com/in/philipmostert1
Twitter: @philipmostert

Clicks2Customers rebranded to NMPi as part of global growth strategy

We’re pleased to announce that Clicks2Customers has rebranded its operations across Asia to NMPi as the company expands globally.

After having operated in the Asian market for over 7 years, we will begin trading as NMPi as of today. Currently, NMPi has offices in Australia, South Africa, the UK, the Netherlands, and Switzerland.

“We are excited about the name change as it forms part of the group’s ambitious growth plans for the Asian market. At NMPi we understand that it is important to align to a global marketplace but it is equally important in understanding the local nuances  across this region of the world. For this reason, we have localised teams based throughout the ASEAN markets” – Philip Mostert, Managing Director of NMPi Asia.

NMPi and Clicks2Customers share parent company, IncuBeta Group. The company began in 2003 and has grown steadily, now employing more than 400 full-time staff in 13 countries.

“The expansion into the Asian market will allow the global NMPi group to share their unique strategies, processes, and tools. Together, we are strengthening our international positioning and our comprehensive services which will, in turn, significantly benefit local clients,” says Alan Lipchitz, IncuBeta Group CEO.

We offer our clients a full range of digital marketing services: digital strategy and planning, SEO, display marketing and media buying, real time bidding (RTB), paid search (PPC), social media marketing, analytics, and data intelligence.

“The Asian market is showing a growing sophistication as our local marketing professionals embrace new technology and its ability to deliver meaningful business benefits. NMPi Asia is ideally positioned to help clients deliver campaigns which can easily measure up to the best in the world,” says Jonathan Gluckman, CEO of NMPi Asia-Pacific and Africa.

Transparency: Marketing’s New Currency – Part II

Last week, we looked at some of the current issues around advertising in part I of our two part series on transparency. This week, we examine why these issues must matter to agencies and advertisers and what needs to change in order to restore consumer trust.

Why are these issues a big deal?

In the case of inconsistent metrics, it’s is a problem because it could potentially impact revenue: video viewing times were used to determine how much money was allotted to video spend in with Facebook vs other video channels such as YouTube, or even TV ads. This also impacted the types of content shown to viewers. If the metrics are giving brands the wrong information about viewing audiences, then in turn, they are delivering the wrong video content and ultimately, wasting ad spend. While some marketers said the initial damage by the Facebook metrics snafu was negligible, the latest blunder where Facebook underreported the amount of traffic coming in was serious enough to merit concern with some major brands like Buzzfeed and the Washington Post who saw up to 20% as diminished traffic reporting.

Facebook marketing strategist, Jon Loomer, pinpoints the main issue with this: “On one hand we expect the numbers to be accurate, we need the numbers to be accurate. And Facebook, for the sake of perception and trustworthiness, needs the numbers to be accurate.”

Accuracy and trust are integral to any brand. While Facebook has received the brunt of the fallout from this, it isn’t just a problem with Facebook; the issue goes well beyond them. Even if marketers are unsure of where they sit in terms of the damage caused by the Facebook reporting scandal (or non-scandal), the issue remains two-fold: 1.) that companies like Facebook are viewed as operating from within a “walled garden”, a closed system with little to no objective scrutiny, 2.) With no reliable third party measurements in place across the board, it means a serious loss of trust, and that in the long run, is the biggest issue for advertisers going forward.

Fight Against Fraud

While the fight against fraud has intensified, according to eMarketer, ad fraud costs advertisers billions every year in lost revenue, to the tune of $7.2 billion in 2016, according to Ad Age. In spite of this staggering amount, many agencies display a rather ambivalent attitude when it comes to ad fraud. There is a persistent idea that it just comes with the territory, it’s just part of the cost of doing business. There is also the belief that ad fraud will never be fully eradicated because, for all its losses, it is too lucrative to abandon entirely. Ad fraud measurements haven’t been standardised, allowing agencies to pick and choose what anti-fraud companies will make their practices look best. Even fraud detection companies don’t want to combat fraud too effectively because they would essentially put themselves out of business. Fraudsters, ad agencies, and fraud-detectors are all making money, so while the complaints fly, there is still an understanding that this may never be fully eradicated. This puts marketers in a difficult position (going back to transparency) because this sort of activity is anything but transparent.

What Needs to Change?

In July, The Association of National Advertisers (ANA) released recommendations that advised brands to create a Chief Media Officer role within their organisations to facilitate better transparency between advertisers and consumers. It also included a series of guidelines to combat the unethical practices that have been plaguing the industry.

In terms of ad-fraud, agencies can also use third-party verification to ensure objective authentication that what the client has paid for will land on a credible page to prevent their ads from being shown alongside undesirable content. Third party ad verification also helps prevent any bidding on these types of auctions. Some DSPs also have built in technology to automatically detect and block bot traffic.

Citing Google’s inability to ensure ad safety as an unacceptable risk, several large companies pull ads from the platform last week. After large brands like Lloyd’s, McDonald’s and the UK government have dropped them, Google were quick to release a statement apologizing the oversight and laying out a step-by-step plan to combat the issue and ensure brand safety. Concerns were raised after ads landed on pages associated with terrorist activities. Until Google can assure brands that their ads won’t land on dangerous sites, brands will take their money elsewhere, leaving a dent in the advertsing platform’s revenue.

This signals a major shift in the industry – brands are no longer willing to put up with excuses from agencies and marketers. Expectations are higher, as is the demand for action and transparency.  If Google can be affected by such a large scale revolt, complacency and lack of transparency will invariably negatively impact smaller agencies that can’t account for their client’s ad whereabouts. Advertisers need to take their cues from Google and make similar changes in order to keep up with these new industry requirements.

 

 

Transparency: Marketing’s New Currency – Part I

In part I of our two part series on transparency in advertising, we look at the recent demand for transparency from brands and consumers, who is affected, and what needs to be addressed.

The term ‘transparency’ has been bandied about the advertising industry for years but will take on exceptional importance in 2017. After a dismal year plagued by fake news, fake news ads, algorithm blunders, improper metrics attribution, security breaches, and an unwillingness to quickly act on hate speech, marketers will feel the backlash from disillusioned consumers fed up with murky tactics and feeble apologies.

Advertisers are more concerned than ever with where their ads land with regards to ad fraud, viewability, and brand alignment, i.e., is this the image we want associated with our brand? We’ve seen large brands begin to take action as public opinion has forced their hand. The threat of financial loss has finally caused brands to mobilise and do something about transparency, or risk losing future business.

Who is Affected?

In short, everyone. Politicians were not the only casualties in 2016’s trust fallout, social media brands, agencies, and marketers were also caught in the fray, and will continue to pay the price for missteps in the coming year.

Brands were recently taken to task for (unwittingly) appearing on sites that are deemed controversial for their political views. Advertisers are being asked to be aware of their social and political footprint, to be accountable for where their ad dollars land, and for stepping up and admitting any wrongdoing. Brands that don’t comply are swiftly, and publicly denounced. The Twitter account,  Sleeping Giants, names, shames, and call outs brands for appearing on hate sites and right wing publications such as Breitbart.  Sleeping Giants’ campaign has witnessed unparalleled support as consumers quickly jump behind their initiative and boycott brands that show ads on these sites.

Even as brands cry foul and claim surprise that their ads have landed on such sites, saying ‘we didn’t know!’ is no longer an acceptable excuse.  Advertisers are expected to know where the company logo lands.  Consumers have moved beyond just being happy with ‘great low prices’ and ‘excellent customer service’. Shoppers have higher expectations and want to feel good about where they spend their hard earned cash. They want to be assured that they aren’t supporting a potentially harmful organization that runs contrary to their political beliefs.

In early February, Procter & Gamble rolled out a transparency charter, adopted MRC standards to implement third party verification, and created ‘transparency contracts’ with its suppliers. If suppliers don’t conform to P&G’s new policies, they simply won’t do business with them. The announcement sent shock waves through the industry, but also saw many other brands immediately follow suit.

More recently, large brands like Lloyd’s, McDonald’s, the Guardian, and the UK government have pulled their advertising from Google amid concerns of their ads showing up beside terrorist content. Brand safety is now top priority and the reprecussions for inaction are swift and severe. These aren’t small companies, they are major players that will impact Google’s reputation and revenue.

But is this really surprising? It is no coincidence that this has occurred alongside public outcry over corporate accountability. With grassroots campaigns like the one initiated by Sleeping Giants, companies can no longer hope to sweep social and political issues under the rug. Their feet are being held to the fire ,and announcements like P&Gs, no longer seem ‘revolutionary’ but more ‘reactionary’, in a climate where if brands do nothing, they can watch their revenues fall as consumer vote with their feet and shop elsewhere.

Fake News

Fake news has not only plagued social media and Google search, but has been a bane to brands and advertisers as well. In addition to landing on hate and extremist websites, brands have seen their ads land on dubious “news” sites. There is an industry wide crisis now with fake news generators selling ads on fake news sites via programmatic. According to The Drum, marketers aren’t always sure that ads won’t end up on these pages, ‘due to the automated nature of programmatic’.  The problem is also that controversial sites, like Breitbart,  are part of the Google Display Network. Even more problematic, according to Marketingland, is that ‘Google has no publisher policy against sites running fake news stories’. Although Google claims to be combating fake news, and hate sites, a lack of strong policy indicates this is nothing more than lip service.

Ad Fraud

An attack by Russian hackers in late December 2016 shook advertisers across the globe. The hackers made between $3-5 million USD per day with fake clicks on video ads. This was digital ad fraud of an unprecedented scale, by creating fake domains, they managed to trick  algorithms into displaying their most lucrative ads on these dummy domains instead of legitimate websites. Bots were deployed to click on these ads and supposedly “watched” 300 million video ads per day. What is disconcerting is that this ploy was so well thought out that they managed to bypass traditional anti-fraud detection measures, causing massive losses for advertisers.

Fake Metrics

Another pressing issue that rattled brands and advertisers was the revelation of the fake metrics scandal that rocked Facebook from September to December 2016. The social media giant came clean about incorrectly reported video metrics that miscalculated viewing times by counting views of only three seconds, thereby skewing reporting by as much as 60-80% according to Publicis.  Then, between September and December, another three blunders surfaced, leaving publishers and advertisers questioning the veracity of claims being made by Facebook, and platforms like it.

Stay tuned for Part II of our series on Transparency soon…

[Case Study] Real-Time Visability of Snow Heights for Transavia

When a consumer looks to book a ski holiday, they think about clear blue skies and white slopes. However, over the past few years, we have learned that there is no guaranteed there will be snow in Europe, and consumers have begun to want confirmation of snow conditions before booking a flight.

For one of our Netherland’s  clients ski holidays are an incredibly important part of their business. Transavia asked NMPi Netherlands to help them take advantage of the unpredictability of snowfall in top ski destinations where they fly.

Goal

Traditional programmatic display campaigns are distributed regardless of weather conditions. What we looked to do if find an innovative way to entice the consumer with competitive pricing and the guarantee of snowfall.

Our goal was to use technological advancements that allowed us to include snow heights at popular ski areas across Europe in our display ads, all in real time. With the help of weather specialist, Meteovista, we created a solution for Transavia that delivers real value to their travel customers.

Strategy

When fresh snow falls, Meteovista tracks the height in real time. The weather data is sent to Meteovista in the Netherlands, which is then shared with us, and entered into our database. This triggers the campaign across every platform (Display, Premium Display, Facebook and Digital-out-of-Home). Creatives are adjusted to show current snow height and indicate fresh snowfall.

Results

In the end, everything comes together. Ads are distributed at the right time across all channels with consistent and accurate messaging. This campaign has seen tremendous success improving customer loyalty and increasing ROI by 72%.

Intermediate results:

  • ROI +72%
  • Clicks +39%
  • Soft conversion CPA +64%
  • Hard conversion CPA +77%