This week on PMW: Yahoo’s programmatic posters, Snap shakes up ad buying

How is Snap recalibrating its ad inventory to boost performance? And why is Yahoo applying programmatic principles to posters in Singapore? We round up the biggest news and moves in performance marketing this week…

Power up: new tools for performance marketers

Snap has seen something of a resurgence this year as it finds its niche between Instagram and TikTok, with revenues soaring up 116% in Q2 2021. To keep momentum going, the social network is bundling up and deploying its various creative formats to better meet advertiser’s performance-based objectives. The Multi-Format Delivery tool lets brands purchase multiple advertising formats in one cohesive ad set, optimising towards a client's central goal or objective. The product launch will include all of Snap’s video ad formats including Snap Ads, Story Ads, Collection Ads and Commercials and will feature Snap’s camera offerings (augmented reality) by Q2 of 2022. 

The new product will fundamentally change the way the brands and advertisers think about buying media on Snap, shifting towards a more multi product approach to drive performance. This also will let  Snap’s auction dynamics serve clients the best suited inventory for marketer’s price and objective. Reporting will be broken out by ad format, so that buyers can evaluate the efficiency of each format. While the core experience will remain relatively consistent, Snap has reconstructed how formats, and various campaign criteria are selected within the purchasing experience to allow for more flexibility for buyers. An ad ranking system will determine where best to fill inventory for the given budget, goal and selected formats. The product will be inherently different from single product ad sets, in that delivery and ranking will be able to determine the best inventory to fill in for the selected formats, target audience and bid.

Digital measurement platform DoubleVerify is expanding DV Publisher Suite to European publishers. The tool offers publishing platforms measurement, insights and tools needed to improve ad delivery, enhance inventory quality and drive performance, boosting yield. It can track revenue across direct and programmatic channels, manage and optimise media quality, and gain clarity into how publisher inventory is perceived by buyers. Publishers using the tool at launch include AutoTrader, Zoopla and SkyScanner, the leading global travel search company. Additionally, DV has expanded its Publisher Division to Europe to manage growing demand. 

Native content firm Taboola has struck a multi year partnership with Getty Images. The partnership provides Taboola’s advertisers with access to Getty Images’ premium library of stock video content within the Taboola Ads media buying platform. This builds upon a five-year relationship enabling Taboola’s advertisers to access the depth, breadth and quality of Getty Images’ diverse video library in their campaigns across a network that reaches more than 500 million daily active users on the world’s top publishers.

Quickchannel, a provider of online streaming and recording services, has launched a new webinar theme campaign, which will showcase the company’s webinar service offering through three informative sessions. These will cover webinar success, marketing law and security and how platforms can improve their accessibility. Quickchannel will be providing these to registered businesses and discussing what goes into creating a successful webinar and how to prepare platforms for a seamless customer experience.

Get inspired: latest campaigns and brand wins

Yahoo has delivered a pilot digital-out-of-home (DOOH) and omnichannel campaign in Singapore with global asset and wealth management company, Schroders. The campaign ran from July to October 2021 and was powered by programmatic DOOH through Yahoo’s omnichannel demand-side platform (DSP) and utilised mobile retargeting to close the loop and drive click-throughs. The ads appeared on digital screens in Orchard and the Central Business District (CBD) and utilised targeting tools such as dayparting and weather to reach consumers in high-footfall locations at the right time. The ads were strategically turned on during peak hours with high human traffic; ad placements in the CBD were prioritised during office days and hours and turned off during the weekend; while ad placements in Orchard were turned on during evenings and weekends, ensuring optimal efficiency to reach as many relevant audiences as possible in high-footfall areas and timings. It utilised mobile retargeting to close the loop and drive click-throughs to Schroders’ website where audiences could find out more about their sustainability products and capabilities. Audiences at 38 DOOH screens across key locations in Singapore would have seen Schroders’ ads, and were also served native and display ads through Yahoo’s DSP. The “Beyond Profit” campaign engaged the right audiences, increased brand awareness, and influenced consumer behaviours for Schroders.

Integrated media agency, tmwi, part of the Oxidise group, has been appointed by the cloud-based business trading platform, Zupa, to drive awareness following a competitive pitch. ZUPA Platform is a microservices, cloud-based, technology backbone which provides a business trading platform to a variety of sectors, encompassing eProcurement and enabling digital transformation. It enables users to modernise business processes while its SaaS subscription model involves no upfront capital outlay. It has evolved out of Caternet but it is an entirely new brand with wide applications and so tmwi will help it to build brand awareness and recognition, to create cut-through, in a complex and crowded marketplace. Initially, the focus will be on Paid Search (PPC), Organic Search (SEO) and paid and organic social – with the aim of boosting reach, brand recall and recognition and creating differentiation, while showcasing the brand as a thought leader. 

Singles Day was another smash success this year and Alibaba-owned Tmall has revealed results from the sales bonanza. More than 1.3million new products were offered by over 29,000 overseas brands that participated via Tmall Global this year, with some 2,800 overseas brands joining for the first time. A record-breaking 290,000 brands participated this year, including 78 businesses that saw their GMV grow more than ten times compared with last year to hit above RMB100 million. Young millennials and Gen-Z made more purchases than ever. More than 45% of shoppers this year were born after 1990, while the number of 2000s babies buying up goods grew 25% year-on-year. Shoppers from nearly 400 different cities who placed orders on Tmall’s luxury platform either. In the first hour alone, nearly 1 million people browsed luxury products.

Healthspan, one of the UK's largest suppliers of vitamins, minerals and health supplements, has transformed its online performance by optimising its data.  Healthspan already had a strong e-commerce record and a consistent presence on the eBay marketplace since 2019. However, their performance dropped in the first quarter of 2021. After hearing about e-commerce data analytics platform Optiseller through an online masterclass, they reached out for guidance on how to improve their performance. During the first 3 weeks of working with Optiseller it saw a huge upturn in performance, including a 10% increase in sales, a 50% increase in listing conversion, and a 60% increase in the number of completed item specifics.  

The changing marketing landscape: partnerships, mergers and rebrands

Customer data specialist business, Edit, has been sold to The Salocin Group in a deal financed by NVM Private Equity. The deal which has seen NVM invest £14.8million will also see Edit’s leadership team take a stake in the business. The Salocin Group is a data driven marketing services group, headed by serial marketing services and customer communications entrepreneur, Nick Dixon. Edit, formerly part of Kin + Carta, delivers unified data solutions, acquisition, and retention campaigns for some of the world’s most recognised brands, including Jaguar Land Rover, Tesco Bank, The British Heart Foundation, and Shell. The deal is the first in a planned series of acquisitions by Salocin to facilitate the building of a data powered marketing services group, focused on marketing technology, CRM, analytics, content development, and media optimisation. 

London AdTech firm Say It Now has acquired Canadian voice tech platform GetStarted as the two businesses seek to tune into a boom in smart speaker advertising. Founded by Charlie Cadbury, the great-great grandson of chocolate legend George Cadbury, Say It Now’s advertising technology enables brands to create audio campaigns that listeners can purchase directly from through simple voice commands on smart speakers. It comes as analysts predict the global voice transactions market is expected to reach $164bn by 2025. Earlier this year Say It Now partnered with Mediacom and Bayer for an industry first interactive smart speaker campaign where listeners were able to order a Berocca Boost by talking to their Amazon device during the commercial breaks. Say It Now has also created Diageo’s “Talisker Tasting Experience” - one of their six ‘Taste of the Future’ innovations in 2021. The acquisition of GetStarted will increase the capabilities of its technology, reducing operational costs, increasing speed of delivery and opening new markets and revenue streams.

Conversational advertising cloud Cavai has struck an exclusive partnership with Azerion Italy, an international media and technology company. Azerion and Cavai recently collaborated with Italo, a private company which operates high speed trains. Together, they created a campaign designed to generate engagement in an innovative way, through the creation of a conversational format to invite the user to rediscover the main tourist destinations in Italy. A conversational path was created that would facilitate the user's experience of choosing a destination and to aid with the booking of train tickets.

Digimarc, creator of watermarks for next generation digital identification and detection-based solutions, has entered into a definitive agreement to acquire the Product Cloud company EVRYTHNG  in a stock transaction. EVRYTHNG links every product item to its Active Digital Identity on the web and joining-up product data across the value chain for visibility, validation, real time intelligence, and connection with people. From enabling more sustainable, more transparent, and more secure supply chains to empowering consumers to verify the authenticity of products and recyclability of their packaging, combining Digimarc’s unique means of identification with the EVRYTHNG Product Cloud makes it possible to gather and apply traceability data from across the product lifecycle, unlocking end-to-end visibility and authenticity through item-level, real-time intelligence and analytics. 

Ones to watch: movers and shakers in performance marketing

Digital advertising platform The Ozone Project has appointed Joao Barbosa into the newly-formed role of Director of Data Operations, reporting directly to the company’s Chief Technology Officer, Scott Switzer. Joao had previously spent more than four years as Director of Monetisation & Operational Analytics at Telegraph Media Group, one of The Ozone Project’s founding publishers. Prior to joining the Telegraph, Joao had a long career at Yahoo where he held a number of senior analytic and insight roles. In this new role, Joao will take responsibility for leading Ozone's data stack to inform business strategy and value by building and developing a best-in-class team in the field of data engineering, data science and analytics.