MMA / Marketing + Media Alliance - social marketing

Neutronian aims to bring clarity and trust to marketing data

Visitor — Fri, 18 Dec 2020 17:09:10 +0000

December 18, 2020

Submitted by Neutronian

Affinity Answers becomes the latest data provider with Neutronian Certification.

Kim Davis on December 15, 2020 at 8:00 am

Last week, Affinity Answers, the social engagement data provider, joined the ranks of Neutronian certified vendors, alongside Eyeota, Øptimus Analytics, ShareThis and TVision.

“Affinity Answers’ approach to creating brand affinity audiences, leveraging contextual indicators and sentiment from anonymized social profiles, proves that data providers can utilize social media data in a privacy conscious manner,” said Neutronian co-founder and CEO Timur Yarnall in a release.

Taming the wild west. Seeking to bring clarity and trust to what has been called the ‘wild west’ of data collection and trading is a major challenge. We asked Yarnall to explain the thinking behind the new initiative.

“The vision is to be the equivalent of a credit score or a bond rating for marketing data,” said Yarnall. “We think that’s very important for the health of the eco-system, and ultimately good for consumers as well. It’s important, because all of us in the eco-system know that there are low quality data sets and data providers out there — and low quality can mean anything from unethically harvested to inaccurate data.”

Both ethics and quality. The twin focus, on ethics and quality, is critical. “Non-compliance is one big problem for a marketer,” Yarnall said. “The emergence of GDPR and CCPA are reactions to that, and for the whole eco-system that results in massive compliance spend and massive compliance risk. The other problem is just bad performance on campaigns — mis-targeted ads, third party data masquerading as first-party data, etc.”

In addition to the vendors already announced, Yarnall says there are another 10 to 15 in the process of being certified. “We don’t talk about who’s in the process. We never talk about who has failed either: our focus is to highlight the good actors in the eco-system. We don’t want this to turn into a conversation where we’re naming and shaming the bad actors. There’s been enough of that in the eco-system already.”

Neutronian requires data providers to reveal their full source list to clear the certification. “That is sensitive data, but like a financial auditor we don’t disclose that to anyone.”

Acceleration under COVID. The company and the platform were launched at the end of February, just before the COVID shut down. “COVID has actually accelerated our business. The pandemic brought things to a halt for many, but the shift to digital as a result has highlighted the lack of a quality framework.”

The approaching death of third-party cookies is also driving demand. “The possible solution is for brands, publishers and data providers to leverage their first-party data. That means, mix your first-party data with other data sets so you can get to scale. Without a quality framework like Neutronian, what are you mixing it with?”

Why we care. It’s a perfect storm for the data industry. Brands leaning heavily into digital marketing are placing huge reliance on customer data. Regulatory initiatives are making that data harder to collect, increasing the temptation to supplement first-party data with whatever else is out there. Compliance and quality need to be watchwords for data providers, and Neutronian is seeing to provide a framework for showing that to be the case.

External URL:

martechtoday.com/neutronian-aims-to-bring-clarity-and-trust-to-marketing…

Region:

Global

Article

Increasing Brand Visibility through Facebook Page Like Ads

Marcelo Fedele — Wed, 23 Jan 2019 18:45:42 +0000

OBJECTIVE Increase brand visibility through growing the fans community. The client had 45 days left to get 50,000 fans to its Facebook pages before closing the fiscal year. STRATEGY Seeking to increase Labyes’ brands visibility on Facebook, Blinker (Labyes’ marketing agency) partnered with Adglow to increase the fan base of two of its brands: Labyes and Protech. Adglows’ plan involved using their proprietary social ad management tool, ADAM, and its advanced functions to create multiple ad sets according to the target audience. This allowed us to work separately with men and women in different regions of Argentina with different ad sets, showing different and relevant ads to each of the groups. At the same time, while the campaign progressed, we created different lookalike audiences based on the users that engaged with the Labyes or Protech Facebook pages or that liked the pages in the last 30 days.

PDF(s):

cs_labyes_en_1.pdf

Pontiflex Launches Self-Serve Mobile Signup Ad Platform

Tiffany _Sumner — Tue, 27 Mar 2012 20:43:53 +0000

March 27, 2012

Pontiflex's AdLeads Program Offers Businesses of All Sizes a Fully Automated and Affordable Way to Run Mobile Signup Ads on iPhone, iPad and Android Devices BROOKLYN, NY--(Marketwire - Mar 27, 2012) - Pontiflex, Inc., the industry's leading mobile signup ad platform, today announced the launch of AdLeads, a new self-service platform that will enable any business to run mobile signup ad campaigns. With AdLeads, businesses can run geo-targeted mobile signup advertising campaigns on iPhone, iPad and Android devices. Signup ads differ from existing ad models because they allow businesses to pay only when people sign up for their ad -- not for wasted clicks or impressions. Businesses can find all the necessary tools to launch and manage mobile advertising campaigns at www.adleads.com. Since the beta launch of AdLeads, more than 300 businesses and agencies of all sizes have adopted the platform to run in-app mobile advertising campaigns and find new customers. These companies include Allurez, Sickweather, One Click Ventures, The DUMBO Improvement District, Paper Hat Press and Nita Nita, among many others. Just as they would for a search advertising campaign, in minutes, businesses and agencies can create an account, specify geo-targeting, create ad groups, design creative and launch mobile signup advertising campaigns using the AdLeads platform. But instead of paying every time someone clicks on their ad, now businesses only pay when someone signs up and shares their contact information. Given that a large number of clicks on mobile app advertisements are accidental (a 2010 Harris Interactive survey estimated that this number was 47 percent), businesses have struggled to get returns on mobile advertising. With AdLeads, businesses pay only for actual signups. They now have a simple advertising solution to get returns on every ad dollar they spend and make mobile advertising work for them. "Pontiflex has methodically designed and scaled the AdLeads program to cater to the needs of any business by providing a simple self-serve tool that is easy and affordable to use," said Zephrin Lasker, CEO and Co-founder, Pontiflex. "AdLeads combines the cutting-edge technology of mobile phones and tablets with the efficiency of a performance-pricing model. This is a natural and powerful combination for businesses that want to find new customers." Mobile signup ads enable people to sign up to hear from the businesses they like without leaving the app they are using. They connect to their favorite businesses by sharing their name, email address, social networking handle or phone number. Through AdLeads, businesses are able to choose the information they want to collect from their potential customers, and all data is collected on a 100 percent opt-in basis. AdLeads also allows businesses to follow up with people who have signed up to hear from them with a thank you email that is sent in real time. They can keep consumers and prospects engaged with their business after the first interaction by remarketing to them by email, phone and social channels. For example, One Click Ventures, a network of e-commerce brands in the discount fashion and travel spaces, is using AdLeads and seeing great success. "We've already broken even with the amount of sales we have generated in two days," said Alessandra Souers, Director of Email Marketing, One Click Ventures. Social health startup Sickweather is using AdLeads to add new users, while children's book publisher Paper Hat Press is using AdLeads to increase its number of Facebook fans. "With AdLeads, Paper Hat Press was able to acquire over 13,000 new leads in less than three weeks," said Manish Naik, CEO, Paper Hat Press. "There's no better way that we've found to advertise on smartphones and tablets and get new customers than with AdLeads." Nita Nita, a popular restaurant in Brooklyn, New York, is another small business using AdLeads to connect with patrons. The company follows up with people who have opted in via AdLeads to receive messages from them with emails that drive traffic to their Facebook and Twitter pages. Nita Nita sends friends, followers and fans invitations and special announcements once they become part of its social community. "Being able to reach people in the area while they're out on the town or making plans for the night really helps promote specials and our events," said Sam DiStefano, Owner, Nita Nita. "Now we also can invite them to be part of our social community through AdLeads." AdLeads offers the following features: Geo-targeting: reach people in their neighborhood, state, country or around the world Ad creation and preview tools: easily build and format ads for iPhones, iPads, Android phones and Android tablets Signup fields: specify the data to be collected, including: first name, last name, email address, social media handle and phone number, among others Web-based reporting: access online reporting tools that deliver real-time feedback on the performance of the campaign International capabilities: activate the native language of a mobile device and it will automatically display ads in that language; businesses around the world will be able to show ads to consumers in a way that is relevant and meaningful to them Pontiflex's global scale across mobile apps delivers massive reach to users around the world. Pontiflex powered apps currently display more than one billion impressions each month and Pontiflex's overall app traffic continues to increase every month. Based on an extensively field-tested ad optimization algorithm and patent-pending technology, the AdLeads platform is designed to match the right ad to the right user on the right app. The AdLeads program provides affordable access to the exploding mobile ad market with cost per signups ranging anywhere from 50 cents to $15 per signup, depending on the geo-targeting selected and the number of fields chosen. Every day, over 150,000 people signup via the Pontiflex AdLeads platform. AdLeads comes to market at a time when many small businesses are adopting mobile advertising in greater numbers. A recent survey conducted by Manta found that 69 percent of survey respondents said that it is important or very important that their small business be found on mobile devices. In addition, a survey by Borrell Associates found that four out of every five SMB owners plan to spend money on mobile marketing, and that on average these business owners plan to devote more than 20 percent of their budgets to mobile advertising. "Small and medium-sized businesses know that their customers and prospects are increasingly on mobile devices, but they had no way to run effective mobile advertising campaigns until now," said Zephrin Lasker, CEO and Co-founder, Pontiflex. "Today, with AdLeads, they can. We're happy to help business owners of all sizes connect to people on their mobile devices, whether they're in the same zip code or on the other side of the world." About Pontiflex Pontiflex powers a new kind of mobile advertising platform: Signup Ads. Signup Ads are a simple and 100% opt-in way for people to hear more from brands they like. People can sign up without leaving the mobile app or website they're on, and advertisers pay only for valid signups and app installations. Whether it's moms who join Kimberly-Clark's HUGGIES loyalty program, pet lovers who want to help animals with the ASPCA, or people who want personalized books from small businesses like Paper Hat Press, millions of people use Signup Ads every day to connect with their favorite brands and organizations on iPhone, iPad and Android devices.