As a digital marketer responsible for planning, executing and optimizing campaigns you have a finite amount of “free” time. You are constantly trying to ensure that the objectives of your campaign are met, and you are delivering value to the business. Some days it probably feels like you have very little time to breathe, let alone think about the strategic direction of your organization.
So, when you see announcements or articles in the marketing trade press about news regarding digital analytics, marketing technology or advertising technology it’s likely impossible to keep up. Even more so because digital analytics and marketing technology are two of the fastest growing industries in marketing today. You probably would love to learn more about how these data and tools could be used to help further your business objectives, but there is simply no time.
That’s why our team of experts is releasing weekly recaps to keep you up to speed. Here’s what we’re watching this week.
- Google Brings Digital Media Capabilities to Billboards: It looks like Google is serious about bringing programmatic technology to out-of-home advertising, which could expand the possibilities of cross-channel planning and execution. Connecting online and offline ads has long been a goal of marketers that has not been realized beyond simple geo campaigns. Given W2O’s focus on cross-channel experiences, this functionality is especially appealing to us.
- Amazon Opens Their DSP to Direct Buys: Amazon’s Demand Side Platform (DSP) has quietly been gaining momentum, not only because of the opportunity to run media on Amazon’s owned-and-operated sites, but also the chance to leverage Amazon customer data with other publishers. This new feature seeks to enhance that value proposition by allowing advertisers to procure direct deals through the Amazon’s DSP. So, advertisers will have both the guaranteed placements associated with direct deals, along with the targeting capabilities of Amazon’s DSP.
- The TV Advertising Landscape Continues to Flesh out with Altice and Vizio Partnership: Connected TV, an evolving area that we’re very excited about, continues to build the infrastructure for advertising and analytics that will allow for functionality comparable to digital marketing channels. Just as the digital marketing ecosystem was not built overnight (and is still not yet complete), Connected TV will need to see many deals like this over the coming years
- Whispers of US Data Regulation Get Louder: This year, the European Union implemented the General Data Protection Regulation (GDPR) to give internet users more control over their data. Quickly after that, California passed similar legislation and a host of other states are looking to do the same. Now the US Government is also taking a keen look at the area. For most national and international marketers, uniform regulation across the country is preferred over state-by-state regulation. The effort to standardized data protection will likely get bumpier before it gets smoother but at W2O we also believe it will lead to a more transparent and user-friendly internet.
- Sizmek Moves to Fill the Void Left by Google IDs: When Sizmek acquired Rocket Fuel, an AI powered DSP, it was somewhat unclear what the benefits might be of integrating the two platforms. Last week, Sizmek started to position the new platform as an alternative to the Google Marketing Platform. Earlier this year, Google announced they would be removing user IDs, which caused marketers to wonder how they would be able to execute cross-channel attribution measurement. At W2O, in addition to our proprietary attribution model, we’ve also been looking at alternatives to collecting Google user IDs for the purposes of audience research. This announcement shows that there will be no shortage of creative options popping up in the near future.
- CleverTap Platform Adds Customer Journeys: CleverTap, a mobile marketing platform, announced journey building capabilities last week. Customer journeys, cross-channel campaigns made up of sequenced communication which are triggered by user interactions, contain the promise of right place, right time messaging. However, the technology to execute these campaigns has traditionally lagged behind the ambitions of marketers. Often, we string together multiple platforms for clients to create true customer journeys. Steps like this from CleverTap and others allow marketers to spend a little less time on the technical details and a little more time focusing on the customer experience.
- How to Build Your Company’s Analytics Team: Last and certainly not least, W2O’s Chuck Hemann, Managing Director of Analytics, gives us his take on building a world-class analytics program.
Those are the four pieces of news we are watching closely this week. Watch this space weekly as we’ll continue to keep you updated on digital analytics and marketing technology trends.