Thomas Pieper

Read Laure Malergue article on WallDecaux blog, where she provides her vision on how to leverage brand consideration using programmatic DOOH. This expert piece is supported with a real-life example: the Columbia DOOH campaign. 🚀Main takeaways : - Trust in a brand is a determining factor in the purchasing decision ​for 81% of people - DOOH content benefits from a positive ad perception, with +7 points compared to all other media formats - Displayce DSP demonstrated its effectiveness by improving its customers’ consideration by an average of 20 points in 2023 Read the article to learn more: https://lnkd.in/expGfCz3 #programmatic #DOOH #consideration

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We all know customer data platforms (CDPs) but can they be shiny new objects that elevate #DataDrivenMarketing? According to PwC Deutschland's Constantin Hourmouzis, brands need to: ✅ Craft compelling data value propositions ✅ Select the right CDP for their goals ✅ Test, learn & fail - then scale solutions that work. Tune in to the latest episode of the #ShinyNewObjectPodcast for a discussion on data, marketing, CDPs, and favourite books. Link in comments. #MarketingPodcast #data #digitalmarketing #creative #effectiveness

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Data is the biggest challenge most B2B CMOs are dealing with right now. There will be more changes to the main tools in the B2B marketing ecosystem in the next 12 months than in the last 12 years. - IP masking (already happening – will likely be systemic by the Fall – do you know which data sources and bidders are IP based? More than you’d think!) - Cookie deprecation (already happening – Google pushed till early next year because people just aren’t yet prepared – are you taking this reprieve to future-proof your business?) - Increasingly stringent privacy regulations (already happening – do you understand what will happen to data and your GTM motion when we rely on HEMs and MAIDs? Will the massive impact on our ability to scale media programs meaningfully impact your revenue?) These are questions many B2B CMOs are thinking about – but there’s a big issue. The only place to find answers is from data and platform vendors. These are good companies, and there are no bad actors, but they are also selling their own solutions in the best way possible. It’s extremely hard to navigate to the truth you need to be prepared for this emerging data environment. With that in mind, we’ve created The Data Dictionary for you to share with your team to do the basic job of codifying all the language and terms that matter when using data to execute an effective account-based (ABM) marketing strategy. It’s a living document that we will continue to update as the landscape evolves. It is the brain-child of the inimitable Mark Dye and I’m so proud to be able to share it. At The Imaginarium this is the work we do all day – Educate. Implement. Execute. We make sure our B2B clients identify the best possible system to drive growth, implement the tools and data that it needs to operate, and then support them through ongoing tactical execution. We do this for some of the best brands in the world. Let us know if you found the Data Dictionary helpful or if there are areas you think we should focus on as we continue to revise. Jonah Goodhart Toni Clayton-Hine Glenn Gaudet Dan Rosenberg Ali Manning Jessica Fernandez John Ruvolo Amanda Kahlow Patrick Reynolds Amanda St L Jobbins John McNeil Christine C. Cook Joe Zawadzki Putney Cloos Lynn Teo Gary Maggiolino Drew Neisser Gayle Meyers Christopher Burns Cynthia Gumbert Bernd Leger Hannah Budreski Scott Decker David Spitz Kate Ardini Frannie Danzinger Josh Golden Lynn Tornabene Janet Balis Jaime Punishill Anna Griffin Dan Petrossi Deidre Hudson Alicia Parker Jon Lombardo Jake Henry Jeremy Botwinick Jessica Koenig Jodi Lyons Miller @helen-shaw. https://lnkd.in/g5FGh6Es

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𝗨𝗻𝗹𝗼𝗰𝗸𝗶𝗻𝗴 𝗕𝗶𝗹𝗹𝗶𝗼𝗻𝘀: 𝗪𝗲 𝘀𝗵𝗮𝗿𝗲𝗱 𝗼𝘂𝗿 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝘀 𝗶𝗻 Handelsblatt'𝘀 𝗹𝗮𝘁𝗲𝘀𝘁 𝗮𝗿𝘁𝗶𝗰𝗹𝗲 𝗮𝗯𝗼𝘂𝘁 𝗵𝗼𝘄 𝗿𝗲𝘁𝗮𝗶𝗹 𝗺𝗲𝗱𝗶𝗮 𝗶𝘀 𝗿𝗲𝘃𝗼𝗹𝘂𝘁𝗶𝗼𝗻𝗶𝘇𝗶𝗻𝗴 𝗮𝗱𝘃𝗲𝗿𝘁𝗶𝘀𝗶𝗻𝗴!📈 The topic of retail media is more relevant than ever. IAB Europe predicts that the global retail media sector will increase drastically, reaching €200 billion by 2026. This expectation is underscored by how retail media outperforms traditional digital ads, with significantly higher click-through rates and a substantially higher return on ad spend. By utilizing customer data and creating ads that complement the customer journey, retail media enhances the customer experience and increases ROI. 𝗧𝗵𝗲 𝗮𝗿𝘁𝗶𝗰𝗹𝗲 𝗵𝗶𝗴𝗵𝗹𝗶𝗴𝗵𝘁𝘀 𝗵𝗼𝘄 𝗺𝗮𝗶𝗻 𝗽𝗹𝗮𝘆𝗲𝗿𝘀 𝗵𝗮𝘃𝗲 𝗮𝗹𝗿𝗲𝗮𝗱𝘆 𝗹𝗲𝘃𝗲𝗿𝗮𝗴𝗲𝗱 𝘁𝗵𝗶𝘀 𝗽𝗼𝘁𝗲𝗻𝘁𝗶𝗮𝗹: - Amazon generated over $31 billion in ad revenue in 2021 through behavior-based advertising. - Walmart uses customer data for highly targeted ads on its digital properties. - Target's Roundel specializes in personalized ads using customer data for higher engagement. 𝗕𝘂𝘁 𝗵𝗼𝘄 𝗰𝗮𝗻 𝗿𝗲𝘁𝗮𝗶𝗹𝗲𝗿𝘀 𝗰𝗼𝗺𝗽𝗲𝘁𝗲 𝘄𝗶𝘁𝗵 𝘁𝗵𝗲𝘀𝗲 𝗴𝗶𝗮𝗻𝘁 𝗰𝗼𝗺𝗽𝗮𝗻𝗶𝗲𝘀? Our Managing Director and retail media expert, Tim Nedden, says: "It's now easier than ever to utilize retail media because many technology providers help retailers get started." For example, the REWE Group already leverages advanced advertising solutions like CitrusAd, targeting ads based on customer data to enhance click-through and conversion rates. We are excited to see how the retail media space evolves and what innovative strategies will emerge. Shout out to Florian Kolf and Michael Scheppe for writing this insightful article! 👏 🔍 Read the full Handelsblatt article here: https://lnkd.in/dR3_hn2n #FrontRowLife

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16 hours of stage content wrapped up in less than a minute. OMR it was a blast! 🙌   Our key takeaways from a #RetailMedia perspective: 👉 First-party #data is crucial, emphasizing both its quantity and quality. 👉 #AI promises to streamline various tasks, extending beyond campaign delivery. 👉 #OOH and #InStore advertising are poised to become influential channels for raising awareness. 👉 Start with lower-funnel campaigns and gradually progress upward through the #funnel. 👉The future lies in self-service solutions.   🎬 Victor Mansaré Michael Hauk Fabio Faebss

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“Everyone today is obsessed with being so-called ’data-driven.’ But a lot of data is simply bad information. Good research, common sense and gut instinct are often more accurate…” If you’re not talking #econometrics are you even a marketing/ad nerd? As a wild-hearted storyteller who loves the logical-needery of insight & data across consumer channels - I’ve always been sceptical of any fast-fix-one-size-fits-most attribution modeling for measuring creative effectiveness. Especially when it comes to social media. Even more so when it comes to long-tail purchase decision. This is a superb article on digital attribution: it lays out truths, fallacies, & the humanity at the core of purchase behaviors. Take what you will from it, my give is this… Stories matter, consistency is core, great creativity is care, memorability is magic, & inherent value is key. #digitaladvertising | #attributionmodeling | #creativelifehappylife | #marketingandadvertising https://lnkd.in/gxFKUUKT

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Although professionals are increasingly leveraging #GenerativeAI for content creation and creative endeavours, 89% of respondents call for more training initiatives, IAB Europe and Microsoft Advertising revealed. Mascha Driessen, Microsoft Advertising’s Europe Regional Vice President, added, “These innovations will help everyone, everywhere, across the advertising ecosystem to achieve more than we ever imagined. However, it will take a focus on learning, experimentation, and partnership to tap into the transformative power of Generative AI.” Marie-Clare Puffett, Insights & Industry Development Director of IAB Europe, said, “As the #digitaladvertising landscape evolves, embracing Gen AI is essential for staying ahead of the curve. By addressing the educational gaps and fostering transparency, stakeholders can harness the full potential of this innovative technology.” Read more here. https://lnkd.in/dVZCd_Aj

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"I'm confused, you can market on Snapchat?" - common question but the answer is YES! Check out this review of a recent case study with Volkswagen and Snap Inc. In response to the outstanding campaign performance Jean-manuel Caparros stated that: "Augmented reality has enabled customers to get inside the ID.3 and start the purchasing decision process in a playful way that encourages interaction." Interaction and authenticity are the two driving factors for campaign success on the Snap platform. At HG Media Group we work with brands to develop a unique marketing strategy to drive high impact campaigns with optimal results. #marketing #digitalmarketing #snapchat

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Proof that traffic from outside your Google Ads target location still clicks on your ads. That means you are losing money daily on useless clicks. To make matters worse: - The click from Frankfurt comes via a suspicious proxy - The click from France comes in with an expired OS ClickPatrol.com marks these clicks as invalid via its API, giving you your money back in Google Ads. Want to start saving on your Ad Spend? ClickPatrol.com is here to save money and gain more insights. Start our 7-day free trial. #adspend #googleads #invalidtraffic

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Why you should NOT use digital attribution only... Les Binet will explain in detail Why and How rather use market mix or econometrics for budget setting >>https://lnkd.in/eCx55te9 #digitalattribuition #performancemarketing #marketing #advertising #campaign #brand #econometrics

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According to IAB Europe, the European digital advertising market grew by 11.1 percent in 2023, reaching €96.9 billion. In Serbia, AdEx recorded a 27.6 percent growth in digital advertising investments, while Croatia saw a 17.2 percent increase. The share of display advertising in the European digital advertising market also continues to grow, with nearly a 13 percent annual increase. In Serbia, annual growth exceeded 26.8 percent, while in Croatia it reached 20.3 percent. >> https://url.iprom.si/138 #adex #IABEurope #adspend

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Here is my analysis on Performance Max for Marketplaces and why you should care! #googleads #performancemax #ppc #sea #sem

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“Taboola’s native ads allowed us to reach customers we couldn’t on other platforms like Meta and Google. Our Taboola Account manager was also instrumental to our success.” Florian Bein, Co-Founder, bedrop.de🐝 Check out our #CaseStudy to see how https://ow.ly/LWKe50RQPiv leveraged our Native Ads to surpass Meta and Google results! 🎯 🌐 Read: https://ow.ly/gJjV50RQPiu #DigitalMarketing #MarketingStrategy #AdOptimization #MarketingInsights #Ecommerce

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❗️ REPORT: Sustainability in Digital Advertising: The Urgent Need for Action ❗️👇 Link in comments! ✍️ The latest IAB (IAB Europe) report on the "State of Readiness: Sustainability in Digital Advertising" paints a concerning picture - the digital advertising industry is severely lagging in its sustainability efforts. 👉🏻 One key finding that stands out is the lack of clear sustainability targets among industry players. Only 35% of companies surveyed have set specific sustainability goals for their digital advertising activities. This lack of accountability and measurable objectives is a major barrier to driving meaningful change. 🌿 Bold, collaborative action is needed to transform digital advertising into a truly sustainable ecosystem. Our planet, and future generations, are counting on us to lead the way. Who's ready to step up? #DigitalAdvertising #Sustainability

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Artificial intelligence will definitely shake up the advertising market but how will it impact on the all-important search market which is a key part of many advertising budgets and a cash-cow for Google, asks Colm Sherwin, chief digital & investment officer with Core. #Advertising #AI #ArtificialIntelligence #searchmarketing

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Topic 9 (of 50) from The Smart Advertising Book: lnkd.in/eCMQAesc. It is widely agreed that all forms of advertising produce both a short-term effect (lasting c. 12 weeks) - by influencing people who are about to buy the category- and a long-lasting effect (lasting c. 2-3+ years) that works by helping the brand come to mind weeks/months later, when other people are ready to buy the category. The long-lasting effect is typically about 1.5 times the short-term effect. However, different advertising campaigns/channels are better at short- or long-lasting effects. Businesses therefore need to consider both short-term revenue priorities and long-term growth objectives when deciding where and how to invest in advertising.   Tom Elmer, MKTPROF, Paul Dyson, Karl Weaver, Andrew Mushing, Dr Grace Kite #advertising #media #marketing #growth #smartmarketing

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