Moving The Mobile Gap: IPG’s UM Forms “Mobile-First Consortium”

4 Dec

Mobile marketing has become a real phenomenon – and it’s easy to understand why.

According to a recent Google study, Smartphone users are ready to buy. Fifty-five percent want to purchase within an hour, 83% within a day. They also want to purchase from a business within a couple miles of where they are at the moment.

Yet despite the enormous popularity around mobile usage, there is still lack of cohesive data standards, key performance indicators, recognized creative specifications and a common mobile vocabulary for mobile marketing, so brands are challenged to achieve remarkable results from the channel.

To address these issues, we are proud to join Interpublic Group’s UM as founding members of the Mobile-First Consortium (“MFC”), a group dedicated to the notion that mobile media is not distinct from but an integral part of the media and marketing practice. Here are some of the key things you can expect from us as it relates to the MFC:

  • Mobile Certification: A scorecard that can assess if a company is truly mobile-first by ranking brands, publishers and agencies based on quantitative and qualitative data.
  • MFC Media Manual: A glossary of mobile marketing terms that provides simple definitions in 140 characters or less and recommends a new set of commonly accepted KPIs.
  • Translation Engine: An application that enables marketers to translate traditional marketing concepts into a mobile lexicon and vice versa.
  • Mobile Solutions: A formal codification of MFC recommendations for superior creative units that every publisher can and should embrace.

We’re honored to be part of the remarkable group of leaders and excited to share the MFC Mission to “stimulate the adoption of change by creating a new mobile lexicon, establishing new operating standards and ensuring the acceleration of product innovation.”

As we head into 2015, we know that you need to absolutely keep mobile advertising in mind with your overall approach – and we’re committed to help you thrive so please keep an eye out for news updates, white papers and certifications.

Read more at UM’s blog. 

Social Media Advertising Tips For Increased Holiday Season Engagement (And Sales)

10 Nov


With more and more consumers expected to search on social media for gifts and promotions this holiday season, many retailers hoping to reach shoppers online will put paid social media at the center of their marketing efforts this season. The result, no doubt, will be a very crowded social space.

With increased competition for the shopper’s attention on social media channels, we asked our internal experts for tips on how to create the most effective holiday campaigns:

Pulse Your Presence

Although certain days are more critical than others, more familiarly Black Friday and Cyber Monday, brands with the most social success this season will create a lasting customer experience throughout the entire six-week period. In order to achieve this while keeping costs down, lock in your prices by booking “non-holiday” days early. Not only will these prices be considerably lower, but they will also provide you with the necessary scale needed to stay relevant before, during and beyond Black Friday and Cyber Monday.

Expert tip: Engagement on social is 32% higher on the weekends. Look to heavy up during “cheaper” non-holiday time periods and Sundays to achieve maximum value from minimum means.


Focus on Mobile

50% of consumers access Facebook in-store while shopping, and of those, 28% are in search for an immediate deal or offer.* Take advantage of this elevated mobile usage during the holiday season by driving in-store conversions with relevant marketing messages in real-time. To do this, maximize Facebook’s reach capabilities with short bursts of high reach activity the day before and day of heaviest holiday shopping. Then, once you’ve built awareness about your promotion, use Twitter targeting capabilities to continue the conversations you started on Facebook with Twitter users who are actively shopping.

Deliver Relevant Communications

Instead of sending out just one message to your entire audience, experiment with creating different executions for different segments. This approach will allow you to target custom audiences based on interests, preferences, and behavior and ultimately deliver more conversion. Here are a few specific segmenting groups that are popular among our experts:

  • Behavioral Groups: Grouping individuals based on the way they react to, understand, or use a particular product, is one of the most fundamental lessons that every marketer learns.. Data like channel preferences, benefits sought, usage patterns – all of this will help you shape the ideal customer profile based on actual consumer interest. It will also help you snag customers and market share directly from competitors. Using third party data (i.e., DLX data) brands can target consumers with exclusive promotions who have a history of buying competitor products..
  • Website Activity: Using Twitter’s Remarketing Pixel and Facebook’s Website Conversion Audience pixel, brands can re-target consumer who have previously visited a retailer’s website, increasing their chances of converting buyers further down the funnel. The same can be said for segmenting individuals based on email campaign activity. For example, brands can segment individuals based on things like whether a subscriber opened or clicked in a particular email campaign.
  • E-Commerce Purchase Activity: Segmenting individuals based on e-commerce activity is one of the most effective ways to send more targeted communications. There is nothing more powerful and revealing than first party retailer-based shopping data. Connexity just proved that in a recent test. Using this data, brands can improve their offerings and services to existing customers, as well as re-activate lapsed customers with incentive and promotions.

Using social media to generate awareness and excitement during the holiday season is universally considered to be an effective way to boost sales, especially when brands can reach shoppers while they are in an acquisitive mindset. The right message at the right time will yield the right increase in sales.

The Impact of Mobile and Facebook While Shopping, Millward Brown Digital and Firefly Millward Brown, January 2014.

Adaptly To Speak At ad:tech New York

3 Nov


Join us as Adaptly’s president, Sean O’Neal, speaks at ad:tech New York this week.  Sean will be participating in a panel roundtable discussion on the topic of “The Rise of the New Audience Platforms”.

There are a number of emerging platforms that are aggregating highly engaged audiences who are not just interacting with the story, they are co-creating it. Communities on these platforms are creating unique opportunities for brands from enabling experiences (experience marketing) to joining with fans and consumers in the creation of content. Beyond traditional social engagement, find out how brands will join in the game on this new playing field.

November 5, 2014

11:30 AM

“Hollywood” Session

Javits Convention Center, 655 W 34th St., New York, NY 10001


Facebook Marketing Partners: What The New Program Means For You

22 Oct

Facebook Marketing Partners

Beginning in early 2015, the PMD program will become Facebook Marketing Partners. While this change won’t affect our working relationship in any way, it is helpful to understand what’s changing and why.  Here’s a short overview.

Key program updates:

More Clarity. One badge with vetting by specialty, vertical and country will make finding the right partner for your needs easier than ever.

More Choices. The expanded specialties will help marketers find help for a wider variety of goals on Facebook.

More Impact. The new program will also help enable even more new solutions that deliver greater impact on the platform.

Clearer, more flexible badging.

Rather than a selection of 4 badges, the new structure has just one badge that’s supported by 9 specialties as well as Vertical and Country designations. The new specialties will be: Ad Technology, Media Buying, FBX, Community Management, Content Marketing, Small Business Solutions, Audience Onboarding, Audience Data Providers, Measurement

You might notice that this list introduces specialties not available in the program to date. This broadened scope enables the program to serve a wider range of needs for marketers on the platform. As we mention above, how we work together won’t change. But if you should find that you have additional needs that we don’t currently serve, finding a partner that does offer that capability will be simple.

Some Key Questions Answered

What does this mean for how we work together?

Not a thing. We can keep working together just as before. The new structure doesn’t change the services we offer or the value we bring to you on Facebook. Rather, it more clearly recognizes our core strengths on the platform. Everything we do for you today, we will continue to do for you tomorrow and beyond.

Are they changing the PMD Center?

Yes. The new Marketing Partner Center will offer more information, more resources and a revamped matching tool designed to let you easily find help for more of what you need to do.

Will our specialties or badge change?

Our badge will change to the Facebook Marketing Partner badge, and our specialty/specialties will match our core capabilities. But as we’ve said before, we will continue to work with you as we always have, no matter how names change.

Why are you removing the “s” from sPMD?

With the greater clarity provided by the new program structure, partner capability is directly mapped to marketer needs. As a result, the “strategic” designation is giving way to clearer, more useful signals of marketer/partner fit, and will help drive better results on Facebook.

For more information, please contact your Adaptly representative.

You can also refer to the Facebook Business page here.

Top 100 Startups In Manhattan

17 Oct

Screen Shot 2014-10-17 at 9.39.34 AM

Earlier this week we were included on Symmetry50’s Top 100 Startups in Manhattan list. We are honored to be included and humbled by the remarkable companies who were also on the list.

We are working very hard to iterate and improve our solutions again and again. We’re grateful for the work we do, the clients we serve, and are excited for the continuous growth.

See the full list here.

About Symmetry50

Established in 2014 Symmetry50 specializes in bookkeeping services for small businesses. As small business owners ourselves we saw a need for professional services that made bookkeeping an easy process. The average small business owner spends up to 50% of their time doing back office administration and not focusing on more important tasks that would help their company grow. We offer monthly packages so that you can pay as you go and not worry about being billed for more services than you might need.

Adaptly Expands to San Francisco and Pacific Northwest Headed by Jim Tomanchek, Director of Strategic Accounts, West A New Hire

10 Oct

Adaptly, the social media advertising technology company, today announced that it has expanded to San Francisco and the Pacific Northwest under the direction of Jim Tomanchek who has joined the company in the newly-created position of Director of Strategic Accounts, West.

“Jim brings more than 10 years of sales and business development experience across social and mobile advertising, social marketing and enterprise software to Adaptly,” says Nikhil Sethi, CEO at Adaptly. “Our business is expanding at a remarkable rate as brands acknowledge the effectiveness and efficiency of social media advertising. We are pleased to have Jim join us to develop our strategic agency and brand relationships in the Northwest region.”

Mr. Tomanchek joins Adaptly from Moontoast (San Francisco) where he served as Director of Business Development, responsible for multiple revenue streams through strategic relationships and where he managed the company’s partnerships with Facebook, Twitter and several preferred marketing developers. For a year before that, he was a Senior Account Executive at Twitter where he ran the Health & Wellness vertical managing over $2 million in annualized bookings. Before that, Mr. Tomanchek was Social Sales Manager at Vitrue a social marketing platform provider acquired by Oracle in 2012. He holds a BA degree in Speech from Georgia State University.

“Adaptly is the acknowledged leader in enabling brands and their agencies to reach their target audiences through social media platforms such as Facebook, Twitter and Kik,” says Mr. Tomanchek. “Adaptly is extremely well positioned, having the best team and technology at the right time in the evolution of digital advertising. I look forward to accelerating its growth in the West and Northwest.”

How To Drive Tune-In Using Social Video and Animation: IFC Case Study

9 Oct

We’re all pretty familiar with Twitter’s 140 characters – and of course, a video is universally considered to be one of the most effective ways to build brands. But what happens when you bring these two things together? If you could combine the impact of sight, sound, and motion of a video with the addressability, measurement, and native formats of platforms like Facebook® and Twitter? What if you could leverage the power of animation straight from a tweet, right now?

Twitter’s animated GIF technology offers this and more. Last month, we ran a Promoted GIF campaign for IFC featuring its daily take on trending topics designed to create awareness around the premiere of Garfunkel & Oates, a new show about the comedy folk-duo of the same name, starring Kate Micucci and Riki Lindhome.

When Twitter released animated GIF technology at the end of June, there was some light trade coverage, but there hasn’t been a strong follow-on showing how it performs for advertisers – until now. According to the IFC the Promoted Tweets with animated GIFs have garnered around 336,000 views, with a 95% completion rate, and attracted 17,000 new followers for IFC.




Want to know how you can do the same? Here are a few of the secrets behind IFC’s social video success:

Deliver Relevant Communications

As marketing and advertisers place more and more emphasis on how to engage with their audiences, a one-size-fits-all communication strategy is convenient, but not always effective. Instead of sending out just one video to your entire audience, IFC experimented with creating different executions for different segments. This approach allowed the team to target custom audiences based on interests, preferences, and behavior, leading them to deliver more relevant communications by tying their overall campaign creative with National Friendship Day.

Combine Facebook and Twitter

Once each custom segment was identified, the team maximized the combined reach of Twitter and Facebook, allowing them to be relevant with marketing messages in real-time. In addition to using Twitter’s animated GIF capability to increase followers, IFC ran the promotions on Facebook, leveraging a combination of organic and unpublished video page posts. The Facebook tie-in produced around 32,000 likes, and the videos have been shared over 57,000 times.

Facebook® is a registered trademark of Facebook Inc.

4 Principles for a Remarkable Social Video Strategy

7 Oct

Finding a way to unleash the power of video in social can be essential to your brand’s long-term success – in fact, according to Cisco, social video will account for 69 percent of consumer Internet traffic by 2017.

However, cracking the code to video success on social networks can be mind-boggling: from allocating budgets to measuring results, to finding the right audience on the right platforms. So what might be helpful for you to know before your next campaign?

Adaptly has been running video campaigns for some of the world’s largest brands and found that there’s a science to getting it right. To win in one of the most competitive advertising landscapes, here are a few of our sure-fire tips for success.

Apply traditional planning principles

With more than 1.3 billion Facebook and 271 million Twitter users globally, social can deliver as much scale as traditional reach channels. Combined with unparalleled audience insight this provides brands with the unique opportunity to effectively distribute their video content and connect with potential new customers. By planning your social campaigns on reach & frequency (as you would in other channels) this will ensure cost-efficient delivery vs. traditional video channels.

Go native

The ultimate driver of your video advertising should be to deliver the best possible experience to your audience. The new Facebook and Twitter video solutions provide high impact premium video experiences in native environments. As a result, advertisers that use native video formats are seeing campaign performance up to 5X better then many leading VOD channels.

Personalise content

As marketers and advertisers place more and more emphasis on how to engage with their audiences, a one-size-fits-all communication strategy is convenient, but not always effective. Instead of sending out just one video to a broad audience, experiment with bespoke messaging for specific audience groups. Learnings provide scope for future creative and targeting strategies

Tell a story

A brand’s narrative is not limited to 15” or 30” video spots and social video solutions allow for improved storytelling through depth of content and lasting customer experiences. Engaging content and use of sequential messaging delivers best results as we saw with Refinery29, who saw increased efficiency following exposure to brand content.

The combination of sight, sound and motion, with the addressability, measurement, and scale of platforms like Facebook and Twitter means potential for social media to be the most powerful brand-building medium yet, delivering as much scale and performance as any other traditional reach channels.

What Does The Atlas Re-Launch Mean For Online Advertisers?

1 Oct

The entire premise of the Atlas re-launch is to connect Facebook’s 1.2 billion user profiles to any ad impression served or tagged by Atlas, most importantly those which are off Facebook.  Connecting all of the rich information that Facebook maintains, through unique identifiers like mobile ID’s, to a general display campaign will provide a number of benefits to display advertisers which only Facebook advertisers have previously enjoyed:

1. Cross-device tracking

Cookies are inherently limited as they generally don’t work in mobile.  Facebook had already solved one of the biggest challenges in mobile advertising – cross-device ad exposure tracking – but just for campaigns delivered within Facebook.  Now, with Atlas served or tagged display campaigns, advertisers can measure unduplicated reach and frequency across browsers and devices.

2. Audience insights

Atlas will enable reporting of age and gender of the audience who has been exposed to, clicked on, and converted on an ad. This will enable marketers to optimize their media plans to the placements which are delivering the most targeted audience.

 3. Measurement

The ability to connect all of a user’s exposures to an ad campaign to offline actions like in-store sales can enable accurate closed-loop attribution across an advertiser’s Facebook and display advertising efforts. From an attribution standpoint, this is potentially game-changing for the world of display advertising.

 4. Targeting

Previous cookie-based targeting methods have had significant limitations when compared with the registration information that Facebook possess.  Facebook’s data is highly validated and is among the most accurate marketing data available anywhere.  Although Atlas does not make it available today, the potential exists in the future for similar types of targeting that are possible within Facebook to be leveraged elsewhere across the web, via Atlas.

Adaptly was one of the first PMD’s to develop a relationship with Atlas for tagging because Atlas provided a 3rd-party accredited system for tracking, which advertisers desire. Adaptly has also been leveraging Atlas for its extended data collection – the ability to capture more information about clicks and conversions, like time of transaction, order ID, cart amount, and other details.

Adaptly will continue to utilize Atlas for these core benefits and will have the ability to incorporate cross-device tracking, audience insights, and closed-loop attribution in much more powerful ways. We look forward to leveraging this exciting new solution on behalf of our clients.


Rapidly Expanding Adaptly Adds Marie Joshi as Director of Strategic Partnerships

30 Sep

Adaptly, the social media advertising technology company, today announced that it has hired Marie Joshi for the newly created position of Director of Strategic Partnerships. Based in Adaptly’s NY HQ, she will work directly with existing and emerging platform partners such as Twitter, Facebook and Kik to increased revenue for both the partners and Adaptly.

“We are excited to have Marie join the company at this time of rapid growth. Adaptly’s partnerships with platforms will blossom with her support,” says Nikhil Sethi, CEO at Adaptly. “As the next wave of native social platforms arrives, Marie’s leadership will be critical to ensuring that Adaptly’s solution continue to deliver remarkable experiences across the most relevant platforms today.”

Ms Joshi comes to Adaptly from NeuStar Information Services (formerly TARGUSInfo) where, since 2012, she was a Sr. Director, Account Management/Business Development for the AdAdvisor team. In this role, Mrs. Joshi worked directly with new and emerging platforms in a variety of digital verticals, as well as with Agency teams and their Trading Desks. Prior to that, she was an Account Executive for NeuStar’s Interactive Markets team.

Ms Joshi’s previous experience also includes experience in healthcare. First as an Associate Director for The Advisory Board Company, a best-practice research firm serving more than 2,800 healthcare organizations including hospitals and health systems. Following The Advisory Board Company, Mrs. Joshi was a Project Manager for B-Line Medical, a technology solutions company that provides tools to improve medical education and patient safety.

Ms Joshi holds a Bachelor of Arts degree in Advertising, Public Relations and Spanish from Loyola University in Chicago.


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