The performance marketing world this week: TikTok, Clubhouse and ‘the worst campaign in the world’

From Ellesse’s shoppable TikTok launch event to a poster-based search ad stunt, we round-up the biggest news, campaigns and industry moves in performance marketing this week. 

Power up: new tools for performance marketers

In a world where real time data is more abundant and disparate than ever before, new solutions are cropping up to help performance marketers make sense of these touch points. As such, ad platform LoopMe has launched its standalone measurement tool, PurchaseLoop Measurement, which provides real-time consumer brand lift measurement and analytics, across digital, CTV, OOH and digital audio/podcasting.The solution  is already being used by notable agencies like OMG UK. Prior to this launch, customers could only use LoopMe’s brand lift measurement across its own media delivery. With the introduction of this new capability, agencies can now apply holistic measurement across all media partners. Current customers in those areas include Origin Media, Talon Outdoor, Pixability, Rakuten, Bidtellect.  

Contextual ad solution provider Seedtag has launched a new program designed to help brands define a data-driven content strategy. Seedtag LAB allows brands to differentiate from competition by boosting their unique values without cookies. Designed in response to an increasing shift in targeting audiences within the advertising industry, and the impending ‘death of cookies’, Then tool enables marketers to understand their true contextual audience, and allow them to capitalise on any content  that best fits their strategy, whilst respecting and adhering to consumer privacy guidelines.

Integral Ad Science has launched its new brand safety solution for in-feed video ads on TikTok. With this pre-bid targeting solution, advertisers can now select IAS directly within TikTok’s platform to ensure their campaign runs near verified brand safe and suitable content. The new solution uses proprietary frame-by-frame video, audio, and text classification technology that IAS specially engineered to handle a high volume of videos across global, in-feed social environments.

A new partnership between Hawk Platform (formerly TabMo) and in-game advertising platform, Anzu, enables advertisers using the Hawk demand side platform (DSP) to run their banner and video ads programmatically across Anzu’s gaming inventory, which includes some of the most popular mobile, PC, and console games. (Ads run billboard style within the game being played) Advertisers using Hawk can also take advantage of its multichannel capabilities. The platform enables campaigns that integrate audio with mobile, digital out-of-home (DOOH), connected TV (CTV), and now in-game advertising on mobile, PC, and console. 

Clubhouse has rolled out a series of new features designed to make both finding and sharing moments that happen on the app easier. Universal search will allow users to search for people, clubs, live rooms and future events to make it easier to find interesting clubs and events, as well as their friends more easily. Clips will allow users to create a Clip of the previous 30 seconds of a public room by tapping the scissor (✄) icon. This clip can then be shared externally so more people on the Internet can discover and join your club. he Clubhouse will be launching its Replay feature at the beginning of October, letting creators will be able to record a room and save it to their profile and club, or download it to share externally. The new feature will make it easier for users to have their audio content discovered by others and grow their audience over time. Meanwhile, spatial audio for Android follows the roll-out of spatial audio on iOS in August. 

Talkwalker has launched two new products to bolster its Consumer Intelligence Acceleration Platform. In addition to its existing social listening capabilities, Talkwalker’s platform now includes two new solutions. Market Intelligence provides consumer trends analysis and real-time industry datasets across a variety of industries, including consumer goods, entertainment and health & wellness. Customer intelligence combines customer and consumer data, social, ratings and reviews to create a single view of the customer, providing brands with actionable insights in real-time

Dropbox has introduced new solutions that address the demands of modern work. Storing over 550 billion pieces of content with millions of users, Dropbox recognises that workers, including creatives and remote working teams, are looking for ways to save time, communicate more efficiently, and push the boundaries of their digital work. Dropbox’s new capabilities enable this more succinct and creative way of working. The new products include: Dropbox Capture, an all-in-one visual communication tool that helps team members share their work and ideas asynchronously. Dropbox Replay, a video collaboration tool that makes it easier to collect, manage, and respond to feedback, all in one place. Dropbox Shop, a sales platform that enables creators to take the first step towards monetizing their work, turning a file into a product in just three clicks, all from Dropbox.  

TikTok has released a new feature to make TikTok more accessible for everyone - an auto-captions feature which allows creators to automatically transcribe their speech into captions.To use the feature, creators just need to tap the auto captions icon that comes up when they start making and editing their content, Hit post, and captions will then appear on the video once its been published. Creators can also edit the text of their captions once they're generated.The feature is now live for everyone to use, and has also been tested with a number of creators in the deaf and disabled community.

Get inspired: latest campaigns and brand wins

Purchase behaviour targeting company Bango has launched “The Worst Ad Campaign in the World”, a clever marketing stunt to highlight wasted search ad budgets. Bango acquired ad space on the least viewed billboard in the UK, with the CMO claiming that it’s “still a better use of budget than many search ads.” The billboard, which is located near Manchester, has lower passing traffic than any other UK billboard. The launch comes on the back of data rfrom experiments with over 65,000 search ad impressions, found that a third of search ads never reach the promised audience. For those that do, more than a quarter still fail to reach those with purchase intent, while a further 20% fail to reach key decision makers. Instead, Bango found that supposedly targeted search ads appear in front of a baffling array of audiences. In the case of one campaign, an ad targeting senior marketing professionals appeared in front of students, doctors, lawyers, supermarket cashiers and a dog breeder. 

Sky Media announces its partnership with Churchill and Nickelodeon which will aim to teach road safety essentials to families across the UK. The partnership titled ‘Stay safe with PAW Patrol: Mission Road Ready’ features characters from the popular children’s TV show PAW Patrol and aims to entertain and, most importantly, educate UK families about the importance of road safety essentials As part of the campaign, Nickelodeon and Churchill have launched a co-branded hub as a resource-rich destination for parents, complete with entertaining content including a road safety quiz and fun activities for kids.

Italian sports lifestyle brand ellesse is partnering with TikTok on a global campaign, which will bring together the best of digital and physical worlds in a unique shopping event. The launch of its Autumn/Winter '21 collection will take place through the first shoppable livestream concert on the short-form video and entertainment platform, hosted by a fashion brand with a music artist. Conceptualised and developed by ellesse’s media agency MediaCom's Creative Systems division in collaboration with TikTok Creative Lab, the virtual concert will be hosted by Swedish singer-songwriter and ellesse's new brand ambassador Zara Larsson, who has achieved more than 6.1 billion streams worldwide. She will perform for the TikTok community on Friday 1 October at 7.30pm BST, which will be shown live in real-time. Those tuning in during the concert on TikTok will see clickable items of clothing appear on screen based on what Zara is wearing. The viewer can tap these pieces to explore the item in more detail and even purchase it then and there in the TikTok app – taking it straight from Zara's concert wardrobe to their own. The path to purchase from stage to basket will be powered by the TikTok Shopping suite of solutions that enables brands to sell directly through their TikTok accounts. 

Beauty brand Coty is expanding its beauty tech offerings through a global partnership with Perfect Corp. The technology solutions will provide virtual try-ons, online skin diagnostics, and data-driven personalization for brands including CoverGirl, Sally Hansen and philosophy, among others, as well as for Coty’s broad fragrance portfolio. The partnership also promises to enrich in-store shopping with touchless product experiences at a time when hygiene and safety are dominating retailer operations and consumer mindsets.

Skipton, the UK’s 4th largest Building Society launched a new video and TV campaign, as part of a long-term strategic and creative brand platform developed by leading integrated agency, Jaywing. Having built strong audience recall and memory structures over the last three years, the development of the brand’s strategy evolves Skipton’s journey from the rational space of raising awareness and brand knowledge to a more emotive territory and positioning.  

Code Computerlove has developed an intelligent search engine tool for the equity release sector. The new smartER digital platform allows consumers looking for later life lending options to easily compare plans before contacting an adviser. The platform has been developed using the latest search engine technology and following extensive research into user’s needs. It uses specialist technology via fintech firm Equitec.  The new platform enables users to search current equity release plans from across the market that match their personal circumstances and requirements, then filter, shortlist and compare options. The tool also shows how much they can borrow across the market in real-time and information can be stored if the user chooses to create an account, enabling them to revisit the results and amend if required at their leisure.

Clubhouse has announced a partnership with The SpringHill Company, the media conglomerate spearheaded by LeBron James and Maverick Carter. The partnership aims to create audio programming that best elevates authentic conversation surrounding big moments in sports and culture. SpringHill ran a series of rooms throughout September, which began with Meet The Hosts of Certified Buckets via The SpringHill Company Club. 

The changing marketing landscape: partnerships, mergers and rebrands

TikTok has struck a partnership with DoubleVerify to measure ad viewability, fraud and in-geo impressions. DV will provide brands full transparency into the quality of their TikTok campaigns globally for in-feed ad formats. DoubleVerify and TikTok are actively working to expand their viewability offering to other ad formats and will launch additional media quality solutions – providing comprehensive measurement across the platform. DV will offer advertisers data Validation: Use of a trusted, objective and MRC-accredited third-party solution to authenticate media quality on TikTok. Campaign Optimisation will leverage comprehensive data insights into viewability, video quartile completion, audibility and more, to optimise campaigns running on the platform. Holistic Performance lets clients review trends and build reports to inform planning strategies and budget allocations across the open web and social platforms, including TikTok. 

Netflix has acquired video game studio Night School and has rolled out five mobile gaming titles across Europe. The move is a bid to diversify as newer players such as Disney+ and HBO Max gain subscribers and intensity competition.  The company has introduced "Stranger Things: 1984", "Stranger Things 3: The Game", "Card Blast", "Teeter Up" and "Shooting Hoops" titles on Android to Netflix members in Spain and Italy. "We view gaming as another new content category for us, similar to our expansion into original films, animation and unscripted TV," the company said in its shareholder letter. “We think the time is right to learn more about how our members value games."

Digital agency Mediaworks has confirmed the opening of its first international office as it accelerates growth plans. The agency, which has more than 150 staff across offices in England and Scotland has announced the launch of an operation in Ireland, called MWi. It has immediately established an office in the heart of Dublin’s creative and advertising quarter on Baggot Street and has aims to grow the business there to 30 heads in the next 18 months.

Smart is to become the first SSP to collaborate with IP protection company White Bullet. The partnership is designed to eradicate piracy and to ensure a safer, more transparent trading environment for all. White Bullet’s platform detects piracy across multiple digital ecosystems, remaining up-to-date in real-time, and tracking advertising and financial impact - with AI and machine learning taking the strain. As the first SSP to integrate this solution, Smart goes a step further in putting traffic and ad quality at the core of its advertising platform to safeguard media buyers from funding illegal activities with their digital advertising budget. The real-time, 24/7 integration of platforms will reduce the need for manual tasks to a minimum for all parties involved in Smart’s marketplace at a time when pirates are getting more sophisticated by investing in technology to stay hidden. In this way, both partners are setting out to protect everyone in the market. On a joint mission to put an end to the funding of piracy globally, Smart and White Bullet are investing in automation and dynamic processes to fight piracy at the scale required to drive true transparency and quality in the digital landscape.

Deliveroo is taking its first step into “rapid” grocery deliveries, opening its own “dark store” in London in partnership with Morrisons. Deliveroo Hop will enable shoppers in South-West London to select groceries from a range of up to 2,000 items, including own-label products from Morrisons, for delivery in as little as 10 minutes. The new rapid delivery service builds on Deliveroo’s existing grocery offer, which has grown to cover more than 4,600 grocery stores in the UK, including 320 Morrisons stores, but it’s also a significant step in the journey of Deliveroo - from delivery intermediary to retailer. 

Ones to watch: Movers and shakers in performance marketing

In-Play advertising leader Admix has appointed Stefan Adamczyk as its new VP of Global Partnerships. His goal is to further grow Admix's global publisher network. Previous roles include AdColony, PHD Media, Lycos and Media Planning Group. Stefan’s primary goal is to expand Admix’s best-in-class global publisher network, further cementing Admix’s position as the leading In-Play solution provider for the mobile gaming industry. Hebrings with him over two decades of commercial expertise gained at market leading companies such as AdColony, PHD Media, Lycos and Media Planning Group. In 2014, he was AdColony’s first EMEA hire, having joined as EMEA Advertising Director, and later promoted to SVP Performance after nearly five years.

Remote, HR technology platform for international payroll, benefits, and compliance, will announce 4 new hires and a newly appointed COO.  Co-founder and CTO Marcelo Lebre is going to be appointed as Chief Operations Officer which is a part of the company’s expansion following its Series B funding last month.  Remote, which last month announced a $150 million funding round and a $1 billion valuation, has also appointed several new senior hires across the US and Europe. 

High impact ad firm Inskin Media is announcing key hires across its client success and publisher services teams. This news comes off the back of their recent global expansion and establishes Inskin as leaders in high impact brand advertising. Jessica Rosevear has been appointed as Associate Director, Supply - in the publisher services team - alongside another new hire and ex-Xandr - Chika Okpara, who has been hired as Publisher Services Executive. Ben Wignall joins as Senior Director of Client Services in the UK, having previously worked at Initiative and The Exchange Lab. Also re-joining the team is Gurdeep Bhaker, Inskin Media’s new Client Success Manager, who was previously Head of Delivery at Brand Advance Group, and a campaign manager at Silver Bullet.