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By Zach Coelius, CEO & Co-Founder
Happy 2015 everyone! As I mentioned in my recap of last year’s predictions, 2014 was the year that native went mainstream. I’m pleased to report that the continued growth in native adoption meant Triggit had a great 2014 as well. We’ve greatly expanded the addressable audience for retargeting campaigns and I’m confident 2015 will be an even bigger year for us.
With that said, let’s jump into it
1. Online Auto-play video:
The biggest thing that will happen is 2015 is that auto-play video on Facebook and Twitter will begin to scale. Relevant, measureable and hugely powerful ad units will reach over a billion people. Consequently, a multi-billion dollar market will emerge seemingly overnight and our industry will collectively gasp in amazement. For years the groundwork has been being laid and this is the year it culminates. Incredibly exciting stuff.
2. Marketing Clouds:
2015 will be the year where marketing clouds go from a grand vision to a much more prosaic reality. Over the last few years Adobe, Oracle, Salesforce, IBM, Google, SAP and others have been firing off their rhetorical guns at the coming awesomeness of their clouds. Until recently, these clouds have been mostly vapor, with the occasional unintegrated acquisition sprinkled in to lend some semblance of credibility. This year these plans are finally coming together, true integrations are happening, and all the moving parts are starting to coalesce.
In 2015, these clouds are still somewhat disjointed Frankenstein monsters, with numerous critical pieces missing, but the spark of life is there. With tens of billions of dollars slotted to continue the building, I have no doubt that these marketing clouds will be immensely powerful forces in the coming trillion dollar market of accessible advertising. This is one of the last great supply chains yet to be automated and the giants intend to own it.
One of the most fascinating aspects of the kabuki dance of online advertising is around identity. Relevant ads are better for the user, better for the publisher and better for the advertiser. Better ads mean more funds to build the bigger, faster and more awesome Internet that we all want. Yet the concept of personalized ads is scary to some people, and easy to fear-monger by those who profit from such things. We end up with bizarre irrationalities regarding when, where and how data can be used. Onsite is ok, off site is bad; retargeted ads are now ok; any more personalized not cool; incredibly deep online data is no problem; connect it to offline data and you are the target for lawyers. Basically it’s a mess, and it will take some time to untangle the confusion that irrational fears and ignorance have created.
Having said that, 2014 still saw a huge leap forward around identity. We had platforms like FB launching Atlas, we had advertisers finally starting to connect their offline data, and we saw the industry finally recognizing the critical role canonical identity plays. This year, we’ll continue that fight and significant progress will be made. There is no simple solution, and the slog will be bloody, but by the end of the year it will be clear that every advertiser will need a strategy around connecting the dots for identity.
You drive past a billboard featuring an ad for Coke, and you don’t stop your car to click the billboard. You see a television commercial, yet you don’t click your TV. You see an online ad and you don’t click on it Are all three of those ads wasted? Not necessarily. Only the online example represents a missed opportunity. It’s illogical, and yet twenty years into this game we continue to perpetuate click-based measurement online. Sadly at this point there is no end in sight. In 2015 we’ll continue the fight on attribution, and while progress will be made, we will end the year having gotten less far than we wanted. It’s a shame.
5. The death of Banners:
Banners were invented twenty years ago and nary an innovation has happened in the format since. Shameful. This is the year where the inevitable, but certainly slow, death of banners becomes apparent. It’s about damn time.
6. TV is dead:
The concept of watching scheduled programming is silly. It was silly a decade ago but the industry held on to maintain its business model. It’s over.
Brands are in trouble. Television, with its broad reach and ten minutes of commercials for every twenty minutes of content and scale advantages, is over. Brands were built around playing the tonnage game on TV, and as broadcast TV dies the brands that rely on TV advertising will die with it unless they innovate. Given their predilection to outsource to agencies who have an antiquated business model to protect, it doesn’t bode well for brands and their ability to transition to a new world where technology and data are the key points of leverage. 2015 will certainly not be the end- in fact we may finish the year without noticing the difference- but mark my words, brands are in trouble.
With awesomely powerful conical identity, auto-play video and a hugely powerful mobile footprint, Facebook has gone from spreading its wings over the last couple years to becoming a force to be reckoned with. The only risk to them is that the app install bubble pops before the auto-play video revenues spin up and Wall Street freaks out. My bet is that doesn’t happen and FB continues to kill it.
Still dominant but now with a very formidable competitor in FB. I have no predication here other than it will be fascinating to watch the moves and counter-moves during the year.
10. It is a Trillion Dollar Market:
People have been looking at me like I am crazy when I say this but I am going to make a longer-term prediction here. All media goes digital. In a world of digital media, data and technology are the points of leverage. This digital media market powered by data and technology market will be a trillion dollars by the time this whole game plays out over the next decade. The stakes are huge and to the winners will go the very impressive spoils.
11. And of course we are still very much in a growth market so we will also continue to have an insane amount of fun.
I’m very optimistic about what 2015 has in store for us, and, as always, I’ll check back in at the end of the year to see how well I did with this year’s predictions.
I’f you’d like to learn more about Triggit and our solutions, please drop us a line
Author: Susan Coelius Keplinger, President & Co-Founder
Note: This was first published on the Fortune Insider Network. Fortune Insider is one of several online communities where the biggest names in business answer timely career and leadership questions. This week they asked Susan Coelius Keplinger:
Q. What advice would you give someone going into a leadership position for the first time?
A. To be a great leader, first strive to be an amazing guide.
Too often folks perceive leadership and promotions as the power to be bossy, or to micromanage their teams every moment. As a 24 year-old founder of an advertising technology company, in an industry and space completely dominated by older men, I learned quickly that by being my best guide, I was my best leader.
Let me explain. Some of the best guides in the world are big mountain ski guides – they literally hold the lives of their teams and clients in their hands. The guide’s role is not to ski the fastest or jump off the biggest cliff (though typically they are the best skiers in the group), but instead to empower their people to navigate extreme terrain safely, confidently and efficiently. To succeed, guides work tirelessly to understand the abilities of the group (skill levels, experience, etc.), develop achievable tour plans (considering snow conditions, timing, forecasts) and constantly monitor each member to optimize their experience. A great guide therefore not only inspires the confidence to take on big challenges and aggressive tours, but earns the trust of their team to get off the mountain safely, with smiles abound.
Translated into business, new leaders (young or old) will find quick success by sticking to these basic principles:
- Understand the abilities of your team and the tools you have to work with.
- Create an achievable “tour” plan that considers the expectations and risk tolerances of your team and company.
- Optimize for maximum success by finding and suggesting techniques and routes, while avoiding micromanagement and fatigue.
There is little more fulfilling in business than achieving success. As a leader, I find my biggest smiles arrive when I can guide a team into completing a project that seemed intimidating and hard at the beginning, but obvious and achievable by the end. Don’t forget to listen to yourself and your gut, you’ve probably already been a guide for quite some time!
By Zach Coelius, CEO & Co-Founder
Wow, another year has passed. How the heck did that happen? It’s crazy how fast this industry moves.
Since we’re now at the end of the year, it is once again prediction time. Here all my past predictions and recaps:
Now let’s see how I did on my 2014 predictions:
1. Better ad formats. One aspect of the online ad industry that has always frustrated and enraged me is the massive disservice we have done to ourselves with our reliance on banners. At their best, banners are weak and ineffective. As a unit developed over fifteen years ago, they are simply no longer impactful in world where they take up an infinitesimally small portion of screens and where people have been trained to ignore them. Compared to TV, where we easily remember commercials from decades ago, I barely remember the banners I saw today. They lack the canvas to express emotion, humor, narrative or any of the sticking power of good advertising.
Thankfully, publishers finally said enough with this stupidity and they have started to innovate with what we call Native Ad formats — Facebook with their News Feed ads, Twitter with Promoted Tweets, Buzzfeed with sponsored content — and a wonderful plethora of innovative, new ideas and, finally, advances. An innovation cycle has begun in an area where we desperately needed it. My prediction is in 2014, we will see an acceleration of this trend as more publishers realize they don’t need to stay in the little boxes any more and creative folk experiment with how to make online ads powerful.
2014 was without a doubt the year native went mainstream. When John Oliver makes fun of an ad format you know that traction has been attained. I will leave predictions for 2015 regarding native to my next piece, but by all appearances 2014 was huge for native, and it’s just the beginning.
2. RTB growth continues. A seemingly countervailing trend to the fragmentation of innovation in ad formats is the powerful industry standardization around RTB. As a standard, RTB grows more unstoppable the bigger it gets. As we saw with banners, once a standard is agreed upon and adopted, it becomes virtually impossible to unseat for a long, long time. Over the last year, RTB has crossed this threshold and it is now quite firmly established. The ecosystem of advertisers, publishers, technology companies and service providers who have invested in RTB, and the billions that now flow through, indicates that the critical mass has now developed in an unstoppable way. 2014 will be the year where this momentum manifests and RTB continues its inexorable march to eventually becoming the standard for all media buying, across all platforms. While we have a long way to go to achieve total ubiquity, 2014 will be a year where we shift from talking about ‘if RTB is good or bad’ and, instead, begin discussing what a world would look like where RTB totally dominates. And while this certainly sounds hyperbolic, what fun would predictions be if they weren’t a little out there? Moreover, if you look back at the past predictions, my bullishness about RTB has proven to pretty accurate.
Betting on RTB is such a “gimme”. Every year I say it will be bigger, and every year it gets bigger. It almost seems unsporting. In 2014, RTB continued its march and there is no end in sight yet. While I may have been a little ahead of myself in predicting that the industry would recognize the eventual total dominance of RTB, the conversation has certainly shifted from ‘should we have RTB?’ to ‘how do we make it better?’
3. Identity. One of the core challenges to achieving this dominance of RTB is the tricky problem of identity. In the online world we have the cookie, which is imperfect but ubiquitous, open and relatively effective. Sadly, the cookie doesn’t exist on mobile applications or TV, and until we can find some source of identity, it will be a struggle to address these channels fully. It feels like 2014 will be the year we see some viable solutions to this. On one front platforms like Google, Apple, Microsoft and the browser developers who are working on building replacements to the cookie that can also function cross-device. While these efforts are still nascent, the reward that will accrue to whoever solves this huge problem ensures that people are working hard to win. Another very compelling avenue to solving this problem, in my opinion, resides with those companies who can get users to log in to whatever device they are using. Clearly Facebook and Twitter have a powerful position here, with Google racing to catch up with Google+. A third dark horse in this race is if we can somehow create a standard or solution where smaller, independent companies combine to achieve some collaborative identity solution. I am not quite sure what this would look like, but it could be incredibly powerful. Identity will be big in 2014; you can quote me on it.
There is no question identity was huge in 2014 and the login appears to be the winner. Numerous solutions to identity emerged using both deterministic and probabilistic approaches, and login is certainly the current winner. It is too early to call the entire game, but the first quarter has been played and the exactness and value of real names in the login are proving to be very formidable. I would call this a solid prediction.
4. The rise of Twitter. At the confluence of these three trends sits Twitter. As we have seen over the last two years with the launch of FBX, Facebook has done astonishingly well for itself with native programmatic. Twitter, on the other hand, is just getting ready to spread its wings and show us all what it is made of. With its acquisition of Mopub, they laid the groundwork to do some really cool things. 2014 will be a big year for Twitter and I predict they won’t disappoint.
I am ambivalent about this prediction. Twitter clearly did a lot of cool stuff in 2014 and launched major things. But anyone with a pulse in this industry could have predicted that. 2014 was a big year for them but I feel they are not quite yet at full flight. I’ll call this one a broken bat single.
5. The continued rise of Facebook. Last year I predicted that Facebook would spread its wings and show the world what it was really capable of as a business. They didn’t disappoint. This year they will take it to a whole other level. The flywheel that is the FB business is just getting started, and I expect we will see significant progress from them over the next twelve months. The three areas that I anticipate them to make the biggest splashes are in video, identity and attribution, and I will break each of those out in separate predictions.
Yep… Facebook is a machine.
6. Facebook & Video. Facebook clearly has an absolutely massive opportunity in video if they can crack the problem of how to run autoplay ads in the feed. Imagine the reach of the Super Bowl but only targeted to exactly the right users and with the power of social sharing. In order to do this, they need first to get organic “autoplay” video into the feed to accustom users to its presence. Look for them to insert autoplay Instagram video first and, after that, I wouldn’t be surprised if they launch a YouTube competitor where users could upload video that would then become autoplay.
I nailed this one. “The Ice Bucket Challenge” was the break out video event of the year. Autoplay video and the FB news feed are now synonymous. If your feed is not overloaded with video, just wait, it will be.
7. Facebook & Identity. The second huge opportunity for Facebook is around identity. Whoever controls identity across web and mobile is in an incredibly powerful position to reach users in a multi-platform world. Because users log into FB across all devices and use their real names, FB is uniquely positioned in this regard. And since whomever controls identity will win in the coming years, we can be confident that FB will be very aggressive in this regard.
One word: Atlas. Facebook has taken the game to a whole other level by connecting the logged-in identity and the ad server. At this point they are aggressively leading the industry to a whole new place around identity.
8. Facebook & Attribution. The last area in which I am quite excited to see Facebook’s efforts is attribution. As I have said many times over the years, attribution is one thing we do quite badly on the Internet. Why is it that we only ascribe value to ads when people click on them? What of the other 99% of users who see the ad but don’t engage in that moment? Does that mean that all TV commercials, billboards and print ads have no value because no one clicks on them? Obviously there is value when a user sees a brand’s ads, but sadly in online we rarely take it into account. Because FB knows the real names of its users, it has the ability to measure the true effect of its ads. Look for 2014 to be a year where FB shows us all what we have been missing.
I am going to call this one a miss. Facebook has done yeoman’s work around attribution, but they have not yet gotten the industry to the place where we can now see what we’ve been missing. This is a long hard road and lots more work remains to be done.
9. Google. Over the last few years, Google, the progenitor of this whole programmatic space, has become undeniably dominant. They sit astride this industry with a massive share and the pole position on many levels. While Facebook and Twitter are certainly viable up-and-coming contenders, Google is still the big dog. I expect them to retain this position throughout 2014. Look for them to launch a video ad exchange, a mobile identity solution and continue their consolidation of the technology layer in this new game.
I am going to call this a walk. Google was certainly quiet this year, but they maintained dominance and it is clear they will stay in that position for the foreseeable future.
10. Unpredictable agencies. Every year I make predictions about the agencies and every year I get it wrong. While the industry undeniably moves towards technology, automation and data are not the friend of the agency’s services businesses, and their response to the disruption has not proven to be particularly predictable (by me anyway). So this year I am simply going to say that in 2014, we will see the continuation of the trend and agencies will react to this threat in unpredictable ways.
What can I say?
11. Last and not least, we are all going to once again have a lot of fun in 2014.
2014 was a blast. I’m excited to see what next year brings.
As 2014 concludes, it is clearer than ever before that native retargeting solutions like those on Facebook work. Presenting relevant, timely advertisements to interested customers in places they’ll actually see them greatly improves both click-through rates and subsequent conversions. But are you doing everything you can to ensure that you’re maximizing your retargeting investment? There are three simple but powerful rules to remember when developing your retargeting strategies for the New Year.
1. Focus on the critical success factors that matter most in achieving your business objectives.
First things first – identify and prioritize what matters most for your business. Understand which customers, products, and transactions result in the strongest bottom-line wins. How many dollars do you need to make for every dollar you spend in order to achieve a positive ROI? Without laser-sharp focus on what moves the needle for you, it won’t matter how well you follow steps 2 and 3. You may have very high-volume products that, because of tight margins, aren’t especially profitable. Better to focus on the factors that have the greatest impact on your business’s success.
2. Resist information overload and organize your data around what matters most.
Big data is, well, big. There is a lot of information out there that concerns your business, but much of it is noise that will not help you achieve your ROI goals. Ignore that noise and organize your data around what matters most.
Break down your data into smaller pieces, and be thoughtful about how it’s organized and structured. Which products have the highest conversion rates? Which regional audience segments make you the most margin? Are you separating cart abandoners from customers just browsing on your site?
As you feed your data into a native retargeting solution, the bidder’s only job is to translate your data and numbers into a set of simple instructions to buy the right impression, at the right moment, and serve the right ad. Understanding your data, and structuring and organizing your audience segments, product feeds, and budgets, will enable you to best leverage your data and maximize your ROI.
3. Analyze, optimize, scale and repeat for maximum success.
Now that you know what is important to your business, and you’ve organized your data around these priorities, it’s time to leverage technology to achieve scale and real ROI success. A retargeting partner can work with you to take advantage of predictive modeling and programmatic buying to maximize the value of users within your target audience segments (e.g. cart abandoners) that have the highest probability of conversion. At Triggit, our post-click conversion algorithm, OTTO, constantly seeks to optimize against post-click conversions by predicting users who are most likely to convert, and bidding most aggressively for those users in price, frequency, recency and more. If you’re going after the end conversion, and the associated revenue, these are the users you want to spend money on. Programmatic, algorithmic, buying enables scale and maximum post-click conversion ROI.
These are all things marketers can do without the assistance of engineering. And relax; nobody gets everything right the first time. By working with a retargeting partner who provides transparent insights into how your audience segments and targeting groups perform, you’ll be able to glean valuable insights into assumptions made. You’ll then be able to turn those insights into actions that will progressively improve your results.
Concentrate on your success factors, focus in on the information that provides the most insights, share these with your retargeting partner, and take advantage of programmatic modeling and bidding to accelerate results. Here’s hoping that 2015 sees your highest ROI, strongest growth, and greatest achievements to date.
Curious about software engineering at an advertising technology company? Here’s what Mike Hoitomt, one of Triggit’s software engineers, has to say about programming, ad tech, why he loves working remotely.
What did you do before starting as an engineer at Triggit? I started my career as a Mechanical Engineer for an Aerospace company. After doing that for a few years, I worked as a Project Manager for a Fortune 50 health insurance company. I really missed engineering though, so I was able to take on more technical roles while working there, while also going back to school. Eventually I became a Software Engineer for that same company, and then a Sr. Software Engineer for a large apartment rental site in Atlanta, and then of course found Triggit.
What’s your favorite thing about working in the digital advertising industry? There are two things that are really fascinating to me: Auctions and Scale. It’s fascinating to me that ad publishers run auctions for every piece of ad real estate on their client sites. These auctions take place within 120ms. The publisher starts with an auction: “We have a 200 x 300 pixel space of prime real estate right here, who wants it?”. Then we throw bids at it to win the action and get our customer’s ad out there in the wild.
With regards to Triggit’s place in the advertising industry, the scale of everything that we do is huge. Handling the volume of transactions is the first consideration in most of our engineering decisions. This impacts the programming language that we use for a given application, how we deploy the application so that it can be scaled up or down, and how our applications talk to each other.
How does your job at Triggit differ from other engineering jobs you’ve had? Triggit’s end product involves more “iceberg” programming than I’ve experienced at other places. What I mean is that a lot of the code we write is to support functionality that is hidden from view, almost like the main part of an iceberg that’s below the surface. Raw data goes in one end, we analyze it, process it, and deliver it, and most of this is invisible to the end user. Because of the auction process, sometimes the tip of the iceberg isn’t even visible.
In other engineering jobs I’ve had, there is more of a visual feedback loop. When you work on a typical web application, a larger portion of the changes and enhancements are reflected in a User Interface; you write ten lines of code and this check box shows up on the screen and gets saved to a database. At Triggit, it’s much more about making sure that the internal systems have the correct data.
What are the top three things you recommend for aspiring engineers looking to crack into the digital advertising industry?
- Learn about Service Oriented Architecture (SOA) and how software applications talk to one another (message queues, databases, API’s, etc.)
- Learn about different types of databases (NoSQL, Big Data, SQL, etc.)
What tech blogs/publications do you follow regularly? I follow Hacker Newsletter along with around 100 different individual bloggers from a range of topics. My favorites are John Gruber, Scott Adams, Jeff Atwood, Randall Munroe’s XKCD, Thoughtbot, Rands, and Mark Cuban.
If you weren’t an engineer, what would you be doing? I’d like to say I’d be mowing down hitters like Bumgarner, but my fastball never got above 50 on the gun. So I’d probably be analyzing or managing something, and I wouldn’t be nearly as happy doing it. I love designing and building things and engineering lets you do that.
Just for fun…
What do you love most about working remotely? I like the distraction-free work environment combined with the autonomy it provides. I’ve been working remotely for over five years now and it’s now strange when I have to work in an office. It’s louder, and there are so many more distractions in an office compared to my home office. It’s something I hadn’t noticed until I started working remotely.
Tell us something interesting about yourself! I’m a big Wisconsin sports fan, and I live in the Midwest, which both seem to be rare among software engineers. I have two degrees (BS, Mechanical Engineering and an MBA) and have credits towards a third (Computer Science).
Today’s post is cross-posted with FBPPC.
By Alison Morris, Director of Marketing
Retargeting has become a necessary ingredient in the digital advertiser’s marketing mix. 96% of advertisers say retargeting is already a part of their marketing mix, and 50% plan to increase retargeting budgets in the next six months. With retargeting on the rise, especially on Facebook, what can advertisers do to get the most bang for their buck this holiday season? We polled Triggit’s team of superhero Account Managers, and here’s what they had to say:
What are your top recommendations for advertisers looking to increase retargeting campaign performance?
- Power a strong dynamic product retargeting campaign with an excellent product feed. A high performing dynamic retargeting campaign has an excellent product feed at its core. Advertisers need to prepare their feeds with the end result (the ad) in mind. Product feeds should include engaging images and relevant elements in the feed that will appear within the ad unit, ideally going beyond merely product name and price, to product ratings, reviews, and any other details you have access to that will help create a truly personalized ad experience.
- Increase your reach with complete pixel coverage across the entire site. From the home page to the cart page, and everything in between, ensure complete pixel coverage so you can target users during all steps of the purchase funnel. Did you know that by pixeling your internal site search pages, you can target searchers with relevant product ads? The more pages you pixel, the greater the opportunity, so don’t limit yourself to pixeling just the standard product and cart pages.
- Be open to segmentation, and go beyond the audience. Not all audiences act the same, and your campaigns can really take off with different optimization strategies and ad copy tailored for different audience segments. The standard segment is for abandoned cart users, but we can segment your campaigns in any way – by web page, by recency, even by product price, product margin, and more.
- Communicate openly and regularly with your Accounts team. With advance notice of promotional periods and sales, your Accounts team can create the best strategy to drive increased volume and ROI during promotional periods. Additionally, if goals change, be sure to communicate this right away so your team can make the appropriate optimizations to meet the new goals. Keep in mind that it takes time to see the impact of these changes, making it even more important to communicate any changing goals right away.
What should advertisers not be doing?
- Don’t show ads for users who have already converted. This is a no-brainer – continuing to retarget users for the same products for which they’ve already purchased leads to a bad user experience, not to mention wasted media spend. It is very easy to exclude these users once they’ve converted, so be sure your retargeting partner has this capability.
- Don’t waste money on static retargeting ads. You probably know that dynamic retargeting performs better than static, driving up to 5X higher CTR and 2X higher ROI. Users demand a relevant, personalized ad experience and dynamic retargeting delivers just that, versus static retargeting that is generally so, well, general, that they miss the mark on relevancy (and therefore performance).
- Don’t place too much emphasis on daily performance, but rather trends over time. Performance is best reviewed when looking at week-over-week and monthly trends, not individual days. Sure, you might notice that your CPA spiked on a given day, but that doesn’t mean you should change your campaign strategy based on just one day. Additionally, it takes more than one day to measure the impact of prior optimizations that may have already been put in place to address this.
- Don’t expect Facebook retargeting to behave like other online channels. Paid search, display, and even Facebook Marketplace ads perform differently compared to Facebook retargeting. It’s important to set different goals, budgets and expectations for each channel individually in order to maximize both volume and performance.
What can advertisers do now to really move the needle this holiday season?
- Run promotional ad copy that mirrors holiday season promotions, sales, and special days (ex. up to 70% off on Black Friday). This adds an increased level of relevancy for your holiday shoppers, plus a sense of urgency around any time-sensitive promotions.
- Relax KPI goals and increase budgets to drive more volume during promotional periods. During the holidays, volume increases, and conversion rates typically increase as well. As a result, many of our clients choose to relax their KPI goals in order to optimize more aggressively and capture the increased holiday traffic and shopping volume.
- Be open to new retargeting channels. There’s more to retargeting than FBX. Additional channels can drive more volume and contribute to a strong ROI, such as Facebook’s Custom Audiences and Triggit’s native retargeting on news feeds beyond Facebook. An excellent retargeting campaign is one that targets your users wherever they are, at that exact moment of intent, with a personalized ad.
Interested in hearing more from Triggit’s superhero Account Managers? Contact us to learn more.
Curious about digital advertising in Brazil? Gabriel Alves, Triggit Brazil’s Accounts Operations Manager, recently paid us a visit from our São Paulo office, and here’s what he had to say about digital advertising, his expert retargeting advice, and why he loves this industry.
What did you do before starting at Triggit?
My first “business” experience in the digital space happened when I was just 15. I bought some shoes from China and resold them online in Brazil. Many years have passed since then, and seven years ago I first joined the technology industry when I began selling B2B integration solutions. Later, I switched to work with marketing technology, providing the market with software solutions that enable large enterprises to communicate cross-channel with millions of people, on a 1:1 basis. Through this experience with web analytics, behavioral targeting and product recommendation technology, I discovered my passion for behavioral targeting media and the programmatic advertising space.
What do you love about working in the digital advertising industry?
I see tremendous growth potential for this industry in the next 10+ years. We’re still at an early growth stage in Brazil, and I want to be part of this innovation process, creating solutions to help the market deliver better, personalized experiences to connect brands and users. I love being part of the industry’s disruptive change in the way we buy media and present relevant, personalized advertising at massive scale.
How does digital advertising differ in Brazil compared to the rest of the world?
Brazil makes up the fifth largest Internet audience in the world and represents 40% of the entire Latin American audience (comScore). While close to 50% of the population uses the Internet in Brazil, compared to 80% in the U.S., Japan and Germany, most people are still in the early stages of knowing what this channel can provide to them. Given these facts, I believe Brazil has huge opportunity for growth in this area, and companies have been investing in people and technology to minimize this gap. It’s exciting to see the changes as users are getting more comfortable using the Internet to communicate and engage with their favorite brands in the digital space.
Another difference comes from the cultural aspect of Brazilians. We are people who love to socialize, and we like to be active in groups and discussions. This element of socialization is what makes Facebook and other social networks really huge here. Social networks have become a great channel for brands to engage with potential and existing consumers.
What advice do you have for your clients to drive successful retargeting campaigns?
Segment your audience! Users who put a product in their shopping cart but do not convert should be treated differently than someone who merely looked at a product, or someone who looked at a product and clicked to chat with an online attendant. A good segmentation strategy can have a huge impact on conversion rates.
Segment by products as well. Not all products have the same performance, or drive the same margin. Segmenting your products by best performers, for example, allows you to test different optimization strategies to drive even better performance for these products.
Tell a consistent message both online and offline. Users need consistent messaging even though they interact with your brand differently across various online and offline channels. Make sure you are telling the same brand message, and then adjust as necessary for each channel.
Leverage your retargeting partner’s expertise. Triggit provides full service account management, and our team provides significant value to our clients as our #1 goal is to drive better performance while increasing volume.
What digital marketing blogs/publications do you follow regularly?
If you weren’t in digital marketing, what would you be doing?
I would probably be in technology sales, or following one of my hobbies as a photographer or chef.
Just for fun…
What do you love most about living in Brazil?
Here is where I have all my family and close friends. People are friendly and very communicative. Our tropical weather and beaches are lovely. Food is great, and we like to party
Tell us something interesting about yourself!
I’m passionate about good food. I love creating new dishes in the kitchen – but do not put a recipe in front of me — I can’t even read through all the steps! I prefer creations from scratch. I also love extreme board sports such as wakeboarding and surfing, and different from what you might expect from a Brazilian, soccer and Carnaval are not my favorite things.
Contact us to learn more about Triggit’s international retargeting solutions.
Por Zach Coelius, Co-Fundador e CEO
O lançamento do Atlas do Facebook foi sem dúvida nenhuma o ponto alto do 11o. ano do evento da Advertising Week. Como o próprio Facebook explica em seu site:
O Atlas proporciona um marketing baseado em pessoas, ajudando os profissionais de marketing a atingir pessoas reais independente dos dispositivos, plataformas e veículos de mídia. Servindo anúncios segmentados e mensurando isto através de todos os dispositivos, os profissionais de marketing podem facilmente resolver o problema do “cross-device”.
A promessa do uso de login como a principal fonte de identificação (para conectar as pessoas através dos dispositivos, plataformas e veículos de mídia) é entusiasmante e todos do nosso mercado passaram a semana especulando o que isto significará.
É evidente que o mais poderoso uso do login como fonte primária de identificação para servir anúncios é o fato de ser possível com isto obter um entendimento do usuários através de todos os dispositivos. Anteriormente nós veríamos um usuário de um computador como uma pessoa totalmente diferente desta mesma pessoa navegando através de um telefone ou um tablet. Ao ser capaz de juntar esses dispositivos, e os anúncios veiculados neles, Atlas promete não apenas gerenciar a frequência de anúncios e unificar o público, mas também medir o impacto muito importante da atribuição “cross-device” dos anúncios.
Onde antes nunca teríamos o conhecimento se um usuário que viu um anúncio converteu em um dispositivo diferente, Atlas está agora prometendo unificar os dados dessas impressões para finalmente nos permitir compreender seu verdadeiro impacto.
Este é um grande negócio para o futuro da publicidade digital, e não há dúvida que a indústria está entusiasmada para experimentar o novo produto e ver seus resultados.
By Zach Coelius, Co-Founder & CEO
The 11th year of Advertising Week has come and gone, and the launch of Facebook’s Atlas ad server was without a doubt the highlight of the event. As Facebook explains on it’s own website:
Atlas delivers people-based marketing, helping marketers reach real people across devices, platforms and publishers. By doing this, marketers can easily solve the cross-device problem through targeting, serving and measuring across devices.
The promise of using the login as the primary source of identity (to connect people across devices, platforms and publishers) is incredibly exciting and everyone in the industry spent the week speculating about what it will mean.
Clearly the most powerful use of the login as the ad server’s primary source of identity is in unlocking a cross-device understanding of a user. Previously we would see a user on the desktop as a totally different user than that same person browsing on a phone or a tablet. By being able to join these devices, and the ads served on them, Atlas has the promise of not only managing ad frequency and unifying targeting, but measuring the all-important cross-device attribution impact of ads.
Where before we would never have known if a user who saw an ad converted on a different device, Atlas is now promising to join the reporting of those impressions to finally enable us to understand the true impact.
This is a huge deal for the future of digital advertising, and there is no question the industry is excited to try the new product and watch the results unfold.
Triggit, the global leader in performance retargeting, today announced a strategic partnership with TripleLift, a leader in native advertising. The business partnership will drive scalable performance for direct-response advertisers across the globe, offering a powerful combination of Triggit’s performance retargeting solutions and premium inventory on TripleLift’s native advertising exchange.
Native advertising is the future of digital advertising, with spend expected to increase 1.6X in the next three years, outpacing display growth each year. Dynamic retargeting is the highest performing digital advertising with over 2X higher ROI than static ads. Combining forces, native retargeting drives over 15X higher CTR than banner ads.
With this partnership, advertisers will drive significant ROI at scale by leveraging Triggit’s dynamic retargeting technology to access billions of impressions per month across TripleLift’s cross-channel, cross-device native advertising exchange.
“When you deliver personalized ads directly in front of users at the time of intent, they click, and convert. Advertisers are realizing unprecedented performance, and now with access to the TripleLift’s native inventory, Triggit’s native retargeting solution is even more compelling for advertisers,” says Zach Coelius, CEO and Co-Founder at Triggit.
“Triggit is a very forward-thinking company and understands the potential of native advertising. We are excited to help them deliver personalized ads as they scale the native retargeting opportunity. Advertisers and publishers alike need an alternative to banners while maintaining the performance of programmatic, and this partnership is a great start, “ says TripleLift CEO and Co-Founder, Eric Berry.
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