Jan 29, 2024
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Unlock the Power of Social Media with Businesskaro
In addition to leads from the desired location, our professional targeting guarantees the ideal leads customized for your company.💼
A Groundbreaking Partnership – Publicis Groupe Acquires RUN
It is with great pleasure that we announce our acquisition by Publicis Groupe, a purchase that signifies a colossal paradigm shift. Specifically, RUN will be aligned with Starcom MediaVest Group (SMG), an organization that specializes in human experience, investment, content creation and digital in 130 offices worldwide. We’ve always prided ourselves on our ability to create disruption and from those breaking points, push forward. This acquisition embodies that spirit, an ethos shared by both RUN and Publicis. At RUN, we began pushing boundaries when we offered complete, real-time transparency to advertisers during a time when nobody else would or could. Today, we charge past definitions of “DSP,” “DMP,” and even “Platform” to become an enterprise advertising technology and an agency, and a direct extension of all the brands we represent.
"Agile technology products and expertise and the resources and multi-channel demands of a large agency holding company are no longer mutually exclusive."
This acquisition reveals that agile technology products and expertise and the resources and multi-channel demands of a large agency holding company are no longer mutually exclusive. This is great news for marketers who have expressed a desire for a central resource for their audience data and activation needs, and it is also great for the digital ecosystem. We’ve gotten too comfortable with the dispersal of different IDs and because of this, the number of different partners who offer slightly varied versions of the same thing.
Holding companies, by their very nature, work with everyone. Within that structure, RUN will be a home for Publicis’ brand data regardless of its origin. We will not only bridge devices, as we have continued to do with Device Connect™, but we will aim to knock out a few bricks from the “walled gardens” and start to create depth in understanding consumer behavior across phones, tablets, music players, connected TVs and soon, smart watches and cars
"Create depth in understanding consumer behavior across phones, tablets, music players, connected TVs and soon, smart watches and cars."
The RUN brand will persist and we will remain an independent company within Publicis. RUN will be available as a resource to all agencies in the Publicis Groupe network. Specifically, VivaKi will leverage RUN’s DMP and DSP technology for Publicis Groupe-wide solutions that further enhance the leadership of Audience on Demand, the programmatic solution operated by Publicis Groupe. We're excited to usher in this new era as we join forces with one of the largest and most prominent communications companies in the world. We will benefit from the immense talent across the entire Publicis network. In return, we are overjoyed to arm Publicis with a cutting-edge tech stack of which we couldn’t be more proud. We will close out 2014 strong and have many new developments to share in 2015. Heartfelt thanks for all of your support along the way.
Blurred Lines
As the industry gets closer and closer to universal metrics (Nielsen's OCR, comScore vCE, Viewability, etc), media plans will start to blur the good 'ole fashion allocation "bucket." This is inevitable, as nobody cares if you're consuming content, and therefore a brand message, on a laptop, smartphone, tablet, CTV or whatever other video-enabled device is coming down the pike. There will always be media partner buckets (ie - publisher direct, vertical network, audience, FEP, short-form, etc), but again, the screen shouldn't matter. That said, it's challenging for vendors to decouple themselves from a core-competency as agencies still like to buy based on their roots.
Moving Forward Let’s not forget that after all, agency buyers are consumers too and as a consumer would you rather buy prime aged beef at a butcher or your corner grocery store? Bread from a bakery or Costco? It's understandable why there are still specialty buckets. Over time, some specialists will be replaced by larger companies gobbling up little players, and as technology evolves there will be universal delivery mechanisms, as opposed to screen-specific specs. Once the consistent delivery component comes to bare, marketers will evolve their creative and storytelling to follow suit. The one thing that won't change, is consumer behavior, which is becoming more and more difficult to own as our entire society’s attention span decreases. Shorter, more attention grabbing messages will be the new-norm, which resonates well across all consumer devices and platforms.
Ad Tech Sales – Traversing the Landscape
The Rise of the Product Leaders While the role of Product Leaders has always been critically important in ad tech's rise to prominence, it is only recently that agencies and brands have really started supporting these roles as well. Over the last two years or so, brands and agencies have hired their own product and tech savvy specialists that sit within their trading desks and planning teams. Additionally, certain agencies are starting to build their own tech stack. As all of this is happening many of these product leads on the agency-side do not want to speak with sellers, who have limited technical chops, as many of these agency product leads were on the sales side at some point, so they can see right through a salesperson trying to fake it.
Moving Forward Keeping the above in mind as we think about engaging Product Leaders in four specific ways:
It’s becoming increasingly important to understand the technical needs of a client upon meeting or speaking with them. Understanding their challenges and providing a specific solution during meetings is pertinent when meeting with these newly minted product leaders. Saving them from some of the song and dance that sellers still approach the market with, they find extremely refreshing and typically engage in a much more meaningful way.
We have also noticed that agency and brand product leaders understand that the space is still evolving so it’s important to be even more forthcoming on methodologies that are being used. Being able to show how these products/solutions are visualized in your own platform, along with showing how the people in your organization use these functions for campaigns is tremendously important. Less storytelling, more showing.
Honesty is the best policy. If there is something that your system can’t yet do, be honest with them. There is always something that comes up in a meeting that your system can’t provide but instead of saying yes, selling the deal and then running back to the engineering team and making them figure it out in a crunched time frame, let them see that you can say no too.
Be prepared to speak at a high level to the company’s vision and product roadmap. When engaging with this type of audience, they are always going to view a potential partnership as a longer-term relationship, versus the potential for “one and done” RFP/Campaign test that a planning team would.
“Brands need measurement if they’re going to spend on mobile.”
The biggest theme from the “Mobile, Mobile Everywhere” article by Allison Shiff is the lack of mobile measurement prohibiting increased spend in the space, especially among the larger brands. It’s something we agree WAS the biggest barrier from a brands’ perspective but we are finding that to no longer be the case.
After beta testing our Device Connect product and releasing it to the public in May we have seen a major uptick in spend from not only our current clients but also new clients, including many Fortune 500 brands. Device Connect facilitates real-time conversion tracking (post view & post click) across all mobile platforms - even iOS Safari while also solving some of the major challenges the mobile industry faces today.
Mobile Challenges
• 90% of all mobile conversion go unrecorded
• Conversion tracking in IOs
• Availability of Deterministic App to Mobile Attribution Systems
• Accuracy of status quo Industry Cross screen targeting platforms
• No 3rd Party ad servers can track mobile conversions in all environments
Device Connect Solution
Accomplished with the use of TRUE ID through our exclusive partnership w/ Verizon Precision Marketing Insights Group
• Measurement across all mobile devices and operating systems
• Uses a myriad of identifying data points most significantly True ID
• Ability to track conversions from in app to mobile web (100% accuracy)
• Cross Screen Measurement
• All Data points stored in our DMP allowing Brands to segment and target their loyal customer base now and in the future
• Visualized through a transparent platform in real time
We realized early on that this solution is something that would not only open the spigots of mobile spend among brands but also provide a tool to help brands target and more importantly understand their audience in mobile. We would love to show you how it’s done...
Mobilize Your Demographic Insights
Behaviorally targeting consumers based on demographic, online behavior or historical product purchases is a very common practice in today’s desktop digital marketing landscape. The ecosystem consists of a wide marketplace of data providers, which often specialize in different targeting capabilities, methodologies and even specific vertical strengths (B2B, Automotive, CPG, Retail, etc.). However, demographic targeting is perhaps the most important as advertisers are most concerned about reaching their target audience at scale. In no environment is this truer than in mobile.
Currently, the biggest challenge in mobile is scale. Even the largest aggregated Behavioral Data exchanges have limited Mobile Device ID targeting data which only represents a fraction of the active smartphone and tablet devices in the marketplace. This poses a problem for mobile marketers looking to justify buying mobile display and video media while still being efficient and accurately hitting the target audience. Fortunately RUN is able to use two different methods to solve for this - Nielsen Mobile Online Campaign Ratings and Verizon Precision ID Demographics.
Mobile OCR is Nielsen’s migration of their desktop demographic campaign ratings system, which scores every impression delivered to a user. Utilizing Nielsen’s API with Facebook, desktop cookies are scored with corresponding Age and Gender designations. The output is Reach, Frequency and GRP levels achieved against the Adult 13+ Audience, as well as GRP levels achieved in each demo segment.
Mobile OCR takes this approach to the mobile ecosystem and allows a media buyer to buy impressions against only the target demographic segment they intended to reach, with confidence that the audience data was validated against Facebook data.
The second approach of accurate demographic audience targeting comes from another newly available deterministically derived dataset – the Verizon Precision ID. This straightforward approach leverages Verizon subscriber data, a proprietary carrier ID parameter, allowing a media buy to accurately target Age, Gender, Income and Language Preference segments.
Looking forward we only expect mobile targeting to get better as big brands continue to invest more into the mobile channel and demand accuracy and scale of audience targeting.
RUN + LiveRamp, A CRM Story
We are delighted to announce that we’ve integrated with LiveRamp, the best in class offline to online solutions provider in market.
This integration allows RUN to offer clients a personalized 1:1 experience with their existing customer base on desktop and mobile. Clients can now ignite online sales from customers who they know have made an offline purchase.
True to our mobile first approach, RUN is one of the first companies to work with LiveRamp to execute an offline to mobile solution. We now offer the ability to ingest CRM data via LiveRamp and target existing customers on mobile. This fits perfectly into our existing mobile product suite and is a great compliment to Device Connect which is a true deterministic mobile attribution solution.
We will continue to empower marketers to use their customer database across both desktop and mobile, while measuring online & offline ROI, and much more! Stay tuned for more exciting updates like this one!