USA Lotame, a technology business dedicated to improving customer data for digital marketers, has renewed its commitment to promoting data cooperation by introducing Lotame Collaborate. 

Lotame Collaborate, available through Spherical, is an end-to-end data collaboration platform that allows media owners and digital marketers to leverage first-party data within their businesses and with partners. The platform recognizes changing privacy regulations and provides digital marketers with data portability, analysis capabilities, and activation options. 

Data collaboration platforms address growing concerns about security and privacy by providing safe spaces for data exchange. As the need for third-party cookies decreases, media owners and digital marketers are using cooperative tactics to augment the volume and usefulness of their data. 

Additionally, businesses need to use data to understand and meet the expectations of customers who are looking for better online experiences. In order to help brands adapt and thrive in this changing environment, data collaboration platforms like Spherical are useful in this regard. 

Within its platform, Lotame Collaborate makes it easier for many parties to share permissioned data. Lotame Collaborate meets a business’s needs for enhancing, evaluating, and activating first-party data with outside partners, as opposed to data clean rooms. Furthermore, it allows marketers to combine non-authenticated (web visitors) and authenticated (logged-in) data, possibly tenfold increasing the availability of data for analysis and scalable activation. Currently, Lotame users worldwide can access Lotame Collaborate. 

Speaking about the launch, Andy Monfried, CEO at Lotame, said, “Data collaboration is table stakes today. Unfortunately, fragmented data sets, non-interoperable platforms, and constantly evolving privacy standards have stalled the industry’s ability to deliver on true data enablement and collaboration. With our new offering in Spherical, which we believe is the industry’s most intuitive, interoperable, and high-performing data collaboration platform, we are making data collaboration smarter, faster, and easier than ever.” 

Meanwhile, Jo Mackenzie, head of data solutions, Publicis Media APAC, stated, “First-party data sharing opens up more opportunities to generate meaningful insights and to leverage each marketing touch point for real brand-building impact. Evaluating and testing innovative technologies like clean rooms and data collaboration are critical to delivering cutting-edge, data-driven solutions for our clients, so we’re excited to leverage this new offering as an extension of our existing intelligence suite.”

London, UK – Adaptive streaming technology platform SeenThis announced that Integral Ad Science (IAS) has completed a video certification to provide third-party-validated, actionable measurement for advertisers using SeenThis technology. 

Through this video certification process, SeenThis clients will have the option to add IAS within the platform to measure the video metrics of their campaign and its video creatives. 

IAS’ video certification ensures accurate measurements and helps warrant viewability while also combating invalid traffic (IVT) for advertisers. With this, advertisers can have confidence that their ads are being seen by real people, driving results and minimising fraud. 

SeenThis has developed proprietary adaptive streaming technology that enables emissions reduction by decreasing the amount of data wasted in serving an ad. Some ways this is done are by only streaming content when it is in view and by only displaying creative content that user conditions allow.

Csaba Szabo, managing director for EMEA at IAS, said, “It’s important that advertisers have full control over their digital media campaigns, with granular insights that provide better measurement. Together with partners such as SeenThis, we’re able to provide marketers added confidence with even greater levels of transparency and actionable data to deliver results for their campaigns.”

Also speaking on the partnership, Jesper Benon, CEO at SeenThis, shared, “We’re really happy to announce our partnership with IAS, which will be a major asset to brands using video at the heart of their campaigns. This video certification marks an important milestone in ensuring stronger accountability and transparency in the digital ecosystem.”

He added, “IAS is aligned with many of our goals, analysing the value of digital advertising placements while addressing issues around fraud, viewability, brand risk, and media quality. We are delighted to partner with its team as we continue our mission to enhance performance while aiding our clients’ efforts to increase transparency and reduce the negative impact of their digital advertising on the climate.”

Singapore – Global media measurement and optimization platform Integral Ad Science (IAS), has announced that its AI-driven ‘Total Media Quality (TMQ)’ brand safety and suitability measurement product is now generally available across Facebook, Instagram, and Reels. 

Through this partnership, IAS’s new post-bid brand safety and suitability measurement expansion with Meta gives advertisers increased transparency into whether their campaigns are appearing next to safe and suitable content.

Going into detail, IAS brand safety and suitability measurement product expansion to Meta gives advertisers the ability to measure adjacent posts to an advertiser’s campaign using IAS’s multimedia technology to provide unique insight into video content, providing advertisers with third-party validation with trusted and transparent industry metrics, and providing third-party validation for advertisers to understand and optimise their Meta inventory filters.

Additionally, advertisers can now leverage IAS Signal, its unified reporting platform that delivers the data and insights advertisers need to easily manage their digital campaigns.

Talking about this expansion, Lisa Utzschneider, CEO of IAS, said, “IAS is steadfast in delivering solutions to help marketers measure and optimise performance in dynamic, user-generated social environments like Facebook and Instagram. This expansion allows brands to identify higher-quality media and scale across these platforms, signifying another important milestone in helping brands enhance brand equity across the entire digital ecosystem.”

Meanwhile, Samantha Stetson, vice president of client council and industry trades at Meta, said, “IAS’s release of Brand Safety and Suitability Measurement across Facebook and Instagram is a meaningful step forward in our continued work to provide transparency and trust across our advertising ecosystem. Responsible marketing is a top priority at Meta – and we are pleased with our continued partnership to bring this important solution to our advertisers.”

Singapore In line with Safer Internet Day, Bumble has announced the launch of its newest feature, ‘Deception DetectorTM,’ as part of the company’s continued commitment to building friendly, secure, and genuine interactions throughout the last decade. ‘Deception DetectorTM’ uses artificial intelligence (AI) to detect and minimise spam, fraud, and phoney profiles, proactively addressing these issues before members become aware of them. 

Within the first two months of using this technology, Bumble saw a 45% decrease in member reports concerning spam, fraud, and phoney accounts.

According to Bumble’s research, participants worldwide cited the possibility of fraud and phoney accounts as their top concerns when it comes to online dating. Moreover, almost half of the female respondents (46%) expressed concern about the reliability of the online connections they had made on dating apps. These worries and anxieties can keep people away from making deep connections that could greatly improve their lives. 

Bumble Inc.’s Deception DetectorTM introduces a quick and reliable machine-learning approach that is used to assess the authenticity of profiles and connections on all of its platforms. In testing, Deception DetectorTM blocked 95% of the accounts that Bumble Inc. classified as frauds or spam. This AI-powered automated technology works in tandem with committed human support, demonstrating the dedication to creating a safe and empowering community. 

Speaking about the launch, Lidiane Jones, CEO at Bumble Inc., said, “In recent years, the online landscape has evolved significantly and we see a growing concern about authenticity. Bumble Inc. was founded with the aim to build equitable relationships and empower women to make the first move, and Deception DetectorTM is our latest innovation as part of our ongoing commitment to our community to help ensure that connections made on our apps are genuine.” 

She added, “With a dedicated focus on women’s experience online, we recognize that in the AI era, trust is more paramount than ever. We are being thoughtful about how to best use new models to reduce the anxiety of making connections and support our community, with AI standing as a main area of focus.” 

The APAC landscape is experiencing a creativity crunch. While customers increasingly demand hyper-personalised experiences across a growing range of digital channels, brands find themselves falling short. Only a quarter (25%) rate themselves as “good” at creating and delivering content, a recent report by Adobe finds.

Marketing is one of the most creative professions in the business landscape. So this disconnect is not attributable to any deficiency in talent. Instead, creativity – the very life force of innovation – is constrained by the relentless demands placed on their schedules. As Harvard Business Review research demonstrates, when creativity is under the gun, it usually fizzles.

Is time up on creativity?

Marketers are juggling several campaigns at any given moment. They’re crunching numbers, forecasting, managing stakeholders and preparing presentations — all of which leave very little wiggle room for creativity to blossom. No wonder two in five (41%) APAC marketers cite lack of time to be creative as a barrier to delivering excellent customer experiences.

It’s not the only barrier though. The fear of the unknown also hinders marketers from taking creative risks. It’s safer to stick with the tried-and-true standard route to success. While this aversion to the unknown may provide a sense of security, it can also stifle innovation and limit the ability to captivate audiences with fresh and imaginative campaigns.

Even more, it opens brands up to being leapfrogged by their competitors. In an era where trends evolve swiftly and consumer preferences constantly shift, staying ahead requires a dynamic and flexible approach. Brands must quickly adapt their campaigns to ensure their messaging speaks directly and compassionately to the customers they’re targeting. 

Overcoming creative roadblocks with data-driven insights

We’re seeing a landscape where consumers increasingly embrace customised ads and anticipate tailored experiences. That means, there’s a transformative opportunity for marketers to capitalise on data-driven insights. While Gartner suggests a potential reassessment of personalisation efforts by 2025, we see this as a pivotal moment to reshape strategies and amplify creative impact.

Considerable effort is invested in leveraging data to define and reach target audiences. However, the true potential lies in applying this data-driven approach to creative endeavours. Research underscores that robust creative elements can contribute up to 89 per cent to the success of an ad.

So rather than adhering to a one-size-fits-all approach, brands can harness the power of data to craft compelling and relevant stories for every individual within their target audience. By seamlessly aligning creative content with data-driven insights, they can ensure a personalised and engaging experience for each user, steering clear of potential roadblocks and charting a course toward unprecedented success.

Data-driven, in-stream video ads, for example, offer brands a powerful way to monetise their content while providing viewers with more personalised and engaging experiences. By leveraging data analytics and segmentation, publishers can optimise ad targeting and create a win-win situation for both publishers and advertisers.

5 Benefits of data-driven, in-stream video ads for publishers and advertisers

  • Higher Engagement: Personalised ads are more likely to capture viewers’ attention and lead to higher interaction rates.
  • Improved Ad Relevance: Viewers are more likely to find the ad content relevant to their interests, which can result in higher conversion rates.
  • Enhanced User Experience: Data-driven ads can create a seamless and less intrusive ad experience, leading to increased viewer satisfaction.
  • Increased Revenue: More engaging and relevant ads can both command higher advertising rates and potentially boost publishers’ revenue.
  • Better Insights: The data collected from user interactions and behaviour can provide valuable insights for future ad campaigns and content creation.
  • Improved Brand Metrics: Personalised ads have been shown to positively impact brand metrics, such as ‘Brand Recall, Brand Favorability, Active Attention, Purchase Intent and Intent to Find Out More’, offering a comprehensive enhancement to overall brand performance.

Nexxen Creative Studio offers full services for testing and optimising creative ad campaigns before they’re even launched thanks to its unique four-step method: test, learn, optimise, launch. Let’s take a closer look:

  • TEST your asset against your identified audiences with Nexxen’s proprietary tools
  • LEARN how audiences respond to your creative and receive actionable recommendations across all metrics
  • OPTIMISE your asset to be most engaging to audiences and add functionality to drive media goals
  • LAUNCH the optimised assets to match your media plan and increase ROI

Setting the bar higher with data-driven insights

With Nexxen Creative Studio, creative decisions are no longer guided solely by intuition but are empowered by data-driven insights. Our clients, spanning diverse industries, are witnessing remarkable outcomes:

  • A prominent image-sharing and social media service has experienced a staggering 244% increase in Click-Through Rate (CTR) and a notable 59% improvement in consideration. This transformation is attributed to the application of creative insights, customised optimisations and audience-driven strategies.
  • An app-based gaming company has achieved a remarkable 53% reduction in the cost per install by leveraging Nexxen’s creative services to fine-tune creatives specifically for CTV screens.
  • An iconic outdoor apparel company has realised a significant 38% enhancement in attention compared to its standard assets. This accomplishment is a result of employing Nexxen’s creative insights to inform and guide the optimisation process.

Delivering next-gen creative capabilities

Data-driven, in-stream video ads not only offer publishers a robust tool for monetisation but also pave the way for viewers to experience advertising that is both engaging and tailored to their preferences. This convergence of creativity and data signifies a new era in advertising – one where insights drive narratives and personalisation is the key to resonating with audiences in an ever-evolving landscape.

This article is written by Killian Menigot, Senior Production Manager, Tokyo, Nexxen Studios.

The insight is published as part of MARKETECH APAC’s thought leadership series under What’s NEXT 2024. What’s NEXT 2024 is a multi-platform industry initiative which features marketing and industry leaders in APAC sharing their marketing insights and predictions for the upcoming year.

Singapore Genesys, a global AI-powered cloud platform, has announced that it has reached an agreement to acquire Radarr Technologies, which specialises in AI-based social and digital listening, analytics, and consumer engagement.

Through the acquisition, Genesys will integrate Radar Technologies’ public social media capabilities with the Genesys Cloud platform to enhance customer experience (CX). This partnership enables the development of proactive, prescriptive engagement tactics aimed at increasing loyalty in the AI economy.

With the help of Radarr Technologies, Genesys helps businesses naturally interact with customers on the social media platforms of their choice. This is done by providing rich, simple, contextual, and tailored social media experiences. 

Following the expected completion of the acquisition in the first quarter of 2025, Genesys intends to utilise Radarr Technologies’ social media insights as a critical component in building its 360-degree customer view to improve Genesys AI. This integration will allow for the collection of interaction, sentiment, and attitudinal data across the CX continuum.

Businesses utilising Radarr Technologies’ capabilities on the Genesys Cloud platform will be freed from limitations and silos, enabling them to provide customers with individualised experiences across many channels. Loyalty is eventually fostered by using insights and capacities to accomplish this freedom. 

Through the integration of Radarr Technologies, Genesys Cloud users will gain direct access to supplementary conversation streams that are derived from publicly accessible social media posts across several platforms, including the Apple App Store, Facebook, Instagram, X, YouTube, Google Play, Google My Business, and more. 

Together with the voice and digital capabilities of the Genesys Cloud platform—which includes its private social media messaging solutions—organisations will be able to interact with consumers on these channels that turn inquiries into loyalty-boosting dialogues.

By utilising Radarr Technologies’ response engine capabilities in conjunction with Genesys Cloud, the combined solutions will give agents access to customer journey context and tools, allowing them to interact with clients on the social media platforms of their choice.

This includes answering questions on open feeds or via direct messages. Furthermore, the Radarr Technologies solution’s unique AI-powered Multilingual Sentiment Models will improve the Genesys Cloud platform’s natural language processing (NLP) capabilities. 

Moreover, this extension improves an organisation’s ability to recognise regional slang and colloquialisms in more than 100 languages, including the top 10 languages spoken worldwide and more than 40 Asian languages and dialects. Consequently, this makes it possible for companies to comprehend client sentiment more thoroughly, which enhances their capacity to provide customised experiences on a large scale. 

Speaking about the acquisition, Tony Bates, Genesys CEO and chairman, said, “As consumers increasingly turn to social media platforms to connect with brands for support, these channels become a crucial and largely untapped opportunity for organisations to engage with customers and glean valuable business insights. Once the capabilities of Radarr Technologies are integrated into Genesys Cloud, Genesys can accelerate its transformation of the CX industry by helping organisations further connect every touchpoint into the end-to-end customer experience.” 

Meanwhile, Sheila McGee-Smith, president, McGee-Smith Analytics, said, “Organisations have struggled to tap into the potential that social media can play in delivering differentiated customer experiences — Genesys is now in a better position to change that. Connecting these public feeds with the orchestration of the customer journey will provide companies not only a more holistic understanding of consumer behaviour and sentiment, but the tools to take action through more enhanced personalisation and engagement.” 

She added, “In adding Radarr Technologies capabilities to Genesys Cloud, the company recognises the rising importance global enterprises are placing on social interaction management and analytics to achieve a complete unification of the customer experience.”

Sydney, Australia G Squared, a digital consultancy, has recently launched Burrow, a specialist 24/7 community management and social surveillance firm. Burrow will work with firms, managing their social media platforms and tackling online brand threats through continual monitoring. 

Thirty community managers will work from G Squared’s Sydney command centre to facilitate this. 

More than eight years after G Squared first introduced its round-the-clock social media monitoring, the company has adapted to the increasing need of its corporate clientele to safeguard its brand’s image. As such, Burrow has become a stand-alone business, offering services that go beyond traditional community management and social monitoring strategies. 

Michelle Yanez-Olivares, the community operations manager at Burrow, is in charge of the group of community managers. Olivares oversaw businesses like Athlete’s Foot, Hype, and Platypus in her role as head of customer experience at Accent Group before joining G Squared.

Speaking about the launch, George Pappas, co-founder of Burrow and director at G Squared, stated, “Enterprise organisations recognise the importance of having Australian-based community managers to ensure their social channels are properly monitored around the clock to limit the potential for brand damage. Burrow goes beyond the traditional service offering, using the latest technology, engagement techniques and data to ensure brand reputation remains positive. Even more importantly, Burrow identifies and addresses potential risks to protect brands from negative interactions or incidents before they become business critical issues.” 

He added, “Having seen exponential demand for after-hours and always on community management and social monitoring, the time is right for Burrow to emerge as a dedicated brand alongside G Squared. In Michelle, we have someone who is highly experienced in managing teams and developing strategies to mitigate brand risk online.” 

Meanwhile, Olivares said, “Burrow is a trusted and experienced partner for brands wanting to ensure an always-on relationship with consumers, while at the same time ensuring reputational damage is limited and brand advocacy maintained. This is especially important outside office hours, such as evenings and weekends, where our team can pick up and escalate high-risk activity before it snowballs and impacts brands.” 

Global Storyblok, the content management system (CMS) in its category, has formed a partnership with Lokalise, an AI-powered translations and automatic localisation company. Through the partnership, AI-powered translations can be integrated into a site in order to localise content for users.

Companies like CoachHub use the Lokalise integration to quickly translate material in Storyblok into many languages, saving them 25% of the time they would otherwise spend on content management. 

The partnership comes in line with the ongoing issue where companies are able to interact with clients globally, but most fail to make meaningful connections because they don’t prioritise localisation. Around 500 marketers participated in a global survey conducted by Storyblok, which revealed that 79% of businesses only use their CMS to distribute content in one to three languages. Remarkably, the largest percentage (35%) limits the language in which their content is published. 

Concurrently, 43% of participants indicated that translating and localising content is important, while only 7% said it is not important. Around 81%of participants agreed that publishing information in multiple languages would improve their client acquisition efforts. Of those, 44% said it would be very helpful for their efforts.

AI is seen as essential in the endeavour to convert the need for localization into concrete outcomes, as demonstrated by the 90% of participants who said that they would be open to exploring its application for multilingual content translation within their content management system. By integrating AI-powered translations straight into the CMS, the Storyblok and Lokalise integration makes this shift easier.

Petr Antropov, co-Founder of Lokalise, said, “It’s fascinating to see the size of the gap between companies that offer their products and services in only one language (35% of the survey’s participants), and, say, half of Lokalise’s 3500 customers that run their offers in eight or more languages. Thanks to recent technological developments which made localisation no longer a challenge but an opportunity, that gap will not stay for long, and we’re excited to play a part in the change.” 

Meanwhile, Barry D’Arcy, VP of partners at Storyblok, said, “Enterprises understand the value of translating their content, but many fail to prioritise it because the path forward appears to be unclear or overly complicated. Our partnership with Lokalise makes translation and localisation a natural part of content workflows. 2024 should be the year that more businesses finally take multilingual content experiences seriously.” 

Singapore Annalect, Omnicom Media Group’s data and analytics department, collaborated with Meta to implement their advanced analytics (AA) technology. This privacy-focused solution will provide Omnicom Media Group clients with next-generation measuring tools, enabling future-proof insights and maximising campaign efficacy. 

Advertisers are empowered by Meta’s Advanced Analytics (AA) to discover significant synergies. With the help of AA, advertisers’ first-party data and Meta’s own ad insights can be integrated, giving analysts a level of flexibility. By combining the data, insights are produced that allow advertising strategies to be adjusted for results. 

Fully integrated attribution models are given through Omni, Omnicom’s end-to-end marketing operating system used by all its agencies. This improves the marketing process by providing connectivity from measurement to planning and action.

Activation teams can optimise campaigns using real-time external data because of the actionable insights obtained from these models. Scalability is made by secure server-to-server connectivity. With the help of Annalect’s clean room technology, which directly benefits their clientele.

Speaking about the partnership, Paul Shepherd, president of Annalect, Omnicom Media Group Asia Pacific, said, “By enabling next-level visibility in a privacy-safe manner, this collaboration allows our clients to connect data more effectively. It gives them — and our agencies — a significant edge over their competitors in today’s future facing environment.” 

Meanwhile, Carl McLean, head of marketing Science, Meta ANZ, stated, “It’s great to see measurement capabilities that create value for advertisers, whilst also being built with privacy at the forefront. This offering will unlock new ways for the OMG network to understand the levers that truly drive performance and demonstrate where Meta can help to drive growth that lasts for our clients and partners.” 

Singapore – Global media measurement and optimization platform Integral Ad Science has recently announced the general availability of its ‘Quality Attention’ measurement product – a first in unifying media quality and eye tracking with machine learning. 

The new offering provides transparent metrics to help global advertisers increase return on investment, drive brand consideration, and boost conversions.

With Quality Attention, advertisers can capture higher attention to drive campaign performance and unlock proven results. Quality Attention uses advanced machine learning technology, actionable data from Lumen Research’s eye-tracking technology, and a variety of signals obtained as part of IAS’s core technology. 

This includes viewability, ad situation, and user interaction, and weighs them into a single attention score. IAS’s attention model is designed to predict if an impression is more likely to lead to a business result including awareness, consideration, and conversion.

In detail, Quality Attention provides global advertisers with an advanced machine learning model that views campaigns’ attention performance based on a vast data pool, a 130% lift in conversion rates when comparing high attention impressions to low attention impressions, and the combination of large consumer attention biometric data sets with media quality metrics to provide the most accurate picture of attention for global advertisers.

Talking about this initiative, Yannis Dosios, chief commercial officer at Integral Ad Science, said, ”Attention measurement must inform actions that drive superior results for advertisers. Our Quality Attention offering is purpose-built to help brands and agencies navigate through media clutter to seamlessly understand how media visibility, the ad environment, and customer interaction impact campaign performance.”

“According to our research, brands that focus on driving higher IAS attention scores achieve up to a 130% lift in conversion rates leading to a better return on their investment,” he added.