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Ad Tech Web 3.0 Tech

IS YOUR BRAND METAVERSE READY?

Written by : Srishti Jain on Digilah (Tech Thought Leadership)

You need not answer that. It’s clearly a rhetorical question. What we mean is how ready is your brand to start the Web 3.0 Journey.

Let us first start with telling you about Evolution of User Experience in the Digital space. 

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We are currently in the Transition phase and slowly moving towards AR VR Wearables & Mixed Reality devices as an everyday utility. While your customer base is moving towards the Web 3.0 it’s important for your brand to jump on the wagon.

What it means is you change your communication and your content to something more engaging, a lot more immersive and definitely more interactive, allowing two way communication

At retail level, we can explore Interactive store facades, Virtual try-on, In-store engagement games, Interactive Visual Merchandise and Immersive in-store experiences.

What is Augmented Reality?

Augmented reality (AR) is overlaying visual, auditory, or other sensory information onto the real world to enhance one’s experience. You don’t need fancy wearables like Heads sets or smart glasses to access it, rather it can be accessed through mobile apps or on your phone’s web browser. 

Does AI come handy in building AR experiences?

Yes, Use of Artificial Intelligence plugs computer intelligence into the entire user journey to make the experience seamless. Say, a chat bot or an AR bot to guide you through the entire journey will enhance the entire experience many fold.

We integrate self-training AI modules into some experiences which understand Human behaviour and make the journey better.

How Retail Businesses Are Using Augmented Reality?

Augmented Reality allows brands to develop smart retail experiences that influence their customers’ perception or buying decisions.

Retailers have traditionally relied on print advertising campaigns or other media to promote products. Being divided in the past, print, media and in-store marketing efforts are merged today into the comprehensive consumer experience via augmented reality.

Retail AR spans from enhancing VM display windows to product Trial experience, from in-store engagement to Smart mirror installations and much more.

Following the trend, augmented reality has emerged as an innovative tool that allows brands to interact with consumers on their mobile devices or on pre-installed set ups. Soon this experience will extend to smart glasses. 

Below examples of AR speak for themselves:

Nescafe Virtual Date

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A fabulous AR portal for the youngsters, where they can walk-in, explore, interact, and also share with loved ones. From writing the name of their loved one on a virtual canvas to watching a shooting star, this Valentine’s Day specific immersive activation was a grandeur. 

Interesting Insight: This pack lead experience increased pack purchase and communicated appropriate content for the right TG

Ponds Influencer campaign amplified by AR

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A gamified Social-AR campaign on Ponds’ new product launch, where users had to move around the Ponds Serum with their face and pop the bubbles containing elements harmful to skin. Bursting bubbles increases “Glow meter” above the user, which when filled gratifies the user with a sparkling glowing skin.

Interesting Insight: User Generated content saw a big jump during this campaign building the much needed hype a brand wants in the initial phase.

Mural in Manhattan

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This Mural on Road Safety in Manhattan comes to life in AR when passers-by scan it via a mobile App, enabling Artists to add another creative layer to their work and elevate the message within the Art and communicate with the world. 

Additional features: Location sensing, mapping the nearby area and taking a selfie with the art are additional features of this experience. 

  1. Medical Team Internal Training for a pharmaceutical brand

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This Micro-gastrointestinal simulation in AR has enabled a Pharma Brand to train their medical teams in research, product development and sales pitches. The Medical team could showcase the introduction of certain microbes and their effects in AR.

What to expect in the coming years?

With the mixed reality glasses recently launched in a big way in India, industries get more opportunities to share immersive & engaging content with its target customers

By 2027 we will see a big jump in AR/VR/ MR/XR content floating around us in our day to day lives using our smartphones and other wearable devices.

Impresario Tech build end-to-end brand campaigns focusing on Pre-purchase consideration or post purchase engagement, in store experience or on-pack brand communications with the use of Augmented Reality, Virtual Reality, Mixed reality, Artificial Intelligence & Machine Learning

These immersive experiences can be built app-free (on web), deployed as special apps, rest on brands’ social media handles or installed physically in retail environments.

Love to guide you through your brand’s transformation journey. 

Write to us at Inquiry@impresariotech.io

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My Digtal and Adtech Story

Written by : Sophie Toth on Digilah (Tech Thought Leadership)

What will this article be about? 

Well, I will share my story, my philosophy, and thoughts in a nutshell. 

My name is Sophie Toth, programmatic and AdTech professional form London, and I am one of the Co-founders of The Women In Programmatic Network. I also help various businesses in their digital transformation and navigating them in the fascinating programmatic and ad tech world to maximise their full potential. 

We started our incredible journey with our members in 2020, and at that point, my tale. 

Our digital world is so beautiful and evolving, but we didn’t focus on the users as a business in the last decade. Moreover, the industry became undoubtedly male-dominated.

These two factors led us, with the other co-founder, to establish an independent and free network to address these gaps, work on solutions, and empower our members. 

We essentially wanted to create a “safe place” for women where we treat everyone equally and keep everything confidential. 

Digital is a contiguous personal journey and professional development for everyone, and the best is that none is alone in it anymore. The network has been expanding beyond the border, and many ladies expressed their interest in opening and maintaining regional hubs, advocating our legacy. 

Being international and starting to work with people from all over the world, we have been learning ourselves as well. 

This network means everything I’ve missed as a digital professional, from the digital community to events and professional opportunities.

I didn’t anticipate this rapidly changing, sometimes demanding environment when I entered this industry more than a decade ago. 

I needed to convince people about my knowledge and express myself in a different language. It was even more complex because programmatic advertising started gaining more attraction a little earlier when I started my career. 

Talking about the unknown and presenting vision had their own challenges, but I never gave it up and never will. Programming is my profession; like a marriage, I will be here in good and bad times!

But back to my journey. I am a person who always likes to think out of the box, explore new potentials and brainstorm on different topics. Without this practice, growth won’t happen, especially for people who work in our industry. 

I always say that we need to be a bit of developer, a bit of economist, a bit of everything, but I know this is what I love, and honestly, you never can be bored here as it can be so intense and challenging than calm and relaxed. We combat with time when for example, troubleshooting a campaign. 

Time is something we can’t turn back, and this is a skill to stay calm, focus on the solution in a difficult situation, and work under pressure. 

Ad operation is something you love or leave. 

On the other note, digital is fun with many events, meetings and fun, which creates a nice balance for everyone. Many friendships and marriages have happened, so we can’t complain about social life!

When I think about the future and laser focus on the professional part, we have been facing many new regulations, measurements, and the new generation of digital consuming habits; we will settle our future soon. 

I also believe in great talents who look forward to and proactively help us. 

I always say: that Programmatic is a data-driven technology, and its potential is endless, pointing the way beyond what I call – traditional digital platforms. 

Data and automisation (what essentially programmatic are) are living its revolution. 

Actionable data became a currency and will gain more significance as well as programmatic execution will elevate the success of data but, of course, with innovation. 

– I love innovative thinking and approach. 

Finally, discuss relevant topics such as sustainability, user ID, privacy legislation, user experience and education. 

Sustainability: Embracing it is already late, but we can still positively impact our world. Achievements can only happen together with a collaborative effort. I am passionate about being carbon-free or reducing it in digital media, and I would reward companies for it, plus show it on an ad as a label of its carbon score. 

User ID and privacy: This is a sensitive topic, but I am happy that we must respect individual personal data and give a tool for everyone to take back control over it with international legislation such as GDPR or CCPA. 

We have to organise this great approach without a doubt. An everyday user must understand: the why, the how, and the what this is for. As I see what we are facing, I am passionate about helping these everyday people understand this topic and adequately use the tool. 

They have a tool without description, and it is so complex and new that even for us, who work in this industry, it is challenging to comprehend. So now we must be a bit solicitor to my previous list. 

User: Based on the above, we as an industry must respect our users’ privacy and communicate with them proactively rather than making reactive amendments.

We must lead this industry, and education is integral to it; if you remember what I wrote at the beginning of this article, you know how I talked about the unknown. Well, that was in the micro-environment, and now we must implement it in the macro-environment. 

Success is in front of us, but we must work together and consider each other allies instead of competitors. 

All these changes created an excellent opportunity for digital, and it will bring a much more transparent, trusted, and profitable future where the user will be in a place where they should have been a long time ago. 

The market share will change, and with more equations and new technologies, we will soon have a more interlinked, controlled, and collaborative era. 

I could continue the list with customisation, which is the outcome of the better value of the data and new creative assets. We will build them based on these findings of the information categorisation about the user. Unique, well-tailored user experiences and relevant information with the visitors’ right mindset will drive the world even more as people have less time to search for information.

 – I call this practice: The mindset-based targeting.

I arrived at my closing lines; therefore, I would like to let you go with four critical pillars: 

Lean: With complete focus and attention, don’t be afraid to ask and discuss your questions openly. Always develop yourself and attend sessions, role related events.

Listen: Absorb new knowledge, turn it to your advantage, be ready and interested in others’ opinions and thoughts, and be available for a good discussion.

Lead: Give knowledge to the community, teach others, and encourage your younger colleagues or people who need your advice with passion but be humble always.

 – Love: Work always towards your targets and love what you do; without love, you only have a job, and you should have a profession.

Life is a circle, and it will balance everything eventually. 

I hope you enjoyed the article, and if you would like to open a conversation with me, feel free to reach out. You can easily find me on LinkedIn or visit TWIPN website for more.

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Tired of Ads? Here’s what you need to know!

Written by Rocío Rodríguez Hernández on Digilah (Tech Thought Leadership)

In a time where users have more control over their ad choices than ever before, it’s no coincidence that an increasing number choose an ad-blocking solution. Currently, 42.7% of internet users worldwide report using an ad blocker. And the technology has expanded beyond the desktop, it is also available for mobile devices and tablets.

Ad Blockers

So, what is exactly an ad blocker and why is it so popular among users? An ad blocker is an application (plugins or browser extensions) that removes or alters advertising content on a webpage. This application removes certain kinds of ads, such as pop-ups, banner ads, and many other common forms of online advertisement. It allows the users to browse the web without being annoyed by disruptive ads that slow the page loading time.

However, many ad-block users understand that publishers have the right to earn revenue on the content they publish. It’s often due to previous negative experiences with ads that users turn to ad-block technology. In fact, most internet users don’t mind ads as long as they are of good quality and don’t interfere with their experience.

Cons for the user

If the use of ad blockers continues to increase, website publishers will try new monetization models that might end up affecting the user. For example, we have already seen some publishers adopting the subscription-based model in which they start charging a fee to access the content they provide just like premium services do. It is an alarming situation as we might eventually lose open access to the content that we have today. On the brighter side, advertisers are now looking for ways to make ads less disturbing and more relevant thanks to new technologies like Unblockia´s solution.

What is Unblockia?

Unblockia is one of the leading companies in the Ad Tech sector that promotes a more transparent and respectful interaction between publishers, advertisers, and users while keeping the internet safe and free. It provides publishers and advertisers with the technology to deliver a better online experience to their users through Acceptable Ads.

Acceptable Ads are ads that aren’t intrusive or annoying. They are respectful, don’t interfere with content, and are clearly labeled with the word “advertisement” or its equivalent. These ads are created with users in mind and are presented in noninvasive ad formats that they are happy to see. At the same time, these ads allow publishers to start recovering the revenue they were losing due to ad blockers.

Delivering a good user experience while maintaining a profitable website is a big challenge for publishers. Without a doubt, new solutions like Unblockia are essential to build a strong and sustainable online future where the needs of users, publishers, and advertisers are met.

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Ad Tech

Shaping the way of digital advertising

Written by Alex Martinez on Digilah (Tech Thought Leadership)

The relationship that people have with the consumption of content in digital platforms is constantly changing.

As an audience, our needs change, the way we consume information and what we expect from the online experience when we enter a website or an app. The truth is that as digital consumers we are increasingly demanding.

All the parts that make up the digital world make a great effort to adapt to these demands.

One of these is to provide a pleasant online experience. What factors can determine this? A well-worked UX (user experience), and that the user finds advertisements according to their interests.

It is on this last point that we decided to work in order to contribute our technological value.

Five years ago, together with Ricard Luquero and Pablo Salinas, we founded Adpone, an advertising technology company with a very clear mission: to shape the future of advertising with in-house technology to achieve high performance.

We developed a technology that is little known to most people: a solution that places premium brand ads on websites from all over the world.

This solution meets the needs of digital players so that they can continue to offer their audiences free and quality content.

What are website owners and advertisers looking for? Let’s break it down.

Publishers want to make the most out of their traffic.

By monetizing advertising inventory

The vast majority of websites generate income through advertising. This can be done in different ways, but it is usually done by placing banners or videos in the body of the website.

By ensuring a great online experience

Journalists and content creators make a great effort to generate original and quality content, and to position it organically in search engines. All this, to build trust in their audiences and make them want to return to the website.

For this to be possible -and at the same time profitable- the advertising they show must be consistent with each content.

Advertisers seek to make good impressions.

By reaching their target audiences

Every advertising campaign has at least two parts. The first is to design compelling creative content. The second, to implement this campaign by placing the ads on websites according to their content. This used to be done intuitively, now it is done through advertising technology.

By placing their content in the right place

Context matters. Let’s imagine that a user is reading a news story about the use of toxic fertilizers in soy production and suddenly a banner of a brand of soy-containing veggie burgers appears. Obviously the impression of the brand will not be positive.

Agencies like Adpone are responsible for placing the ads in the right context.

In short, providing a pleasant online experience, having a profitable website and providing adequate advertisements is possible thanks to adtech companies.

At Adpone, we sum it up as #impressionsmatter.

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Ad Tech

An overview of Location-based Marketing

Written by Christian Geissendoerfer – Digilah (Thought Leadership)

Here we are in today’s world of Marketing 5.0, where technology and digital transformation play a significant part, it is essential that marketers leverage this to address customers’ needs and truly make an impact with their marketing strategies.

Over the past decades, the older approach to marketing at the local level has undergone a paradigm shift. Businesses are all required to adjust and adapt new technologies to keep up with the dramatic shifts in consumer behaviours.

Increasing brand awareness and position in the hearts of consumers has become extremely difficult, particularly in today’s fiercely competitive market.

  • How to increase revenue?
  • How to interact and attract customers to shop?
  • How to optimize marketing activities?

Those are problems that keep every business owner up at night but have yet been solved.

So how do businesses step up their marketing game? By integrating technological tactics to deliver their messages to target customers at a granular and personal level. In this article, we would like to discuss a new marketing strategy that is Location-based Marketing.

How does it work?

Location-based marketing is the technology of using location data that is shared from GPS, online transactions at shopping malls, grocery stores, or photos. Using this data, marketers will be able to reach their desired audiences with more relevant advertising and content. 

Location-based marketing works great for any and all retailers, brick and mortars, restaurants, and small local businesses. It is the best fit with these industries because of customers’ physical footprint, which synchronizes with location data. Based on their actual previous customers, marketers can create an exact set of lookalike audiences for their strategy, thus retargeting and driving those customers to return and increase loyalty.

Let’s take a deep dive into the reasons to use Location-based marketing.

Attract more customers and increase engagement

Location-based marketing can help attract more customers by bringing a business to the users at a time when they are interested in purchasing that business’s product/service. For example, there is a gym and its customers are people who live in that area. What they can do is to create ads on Facebook and limit the range to people in this area, which increases the potential customers for their services.

Build trust relationship between your target audience and your business

When selecting a target in a specific location, you can include in the advertising information about your business for the target based on the specific characteristics they represent in that area. The content should be relevant and help them feel more connected to your business. From there, nurture their beliefs with your business.

Increase profits from Active Marketing

The ultimate goal of the business is to increase sales and profits through marketing activities. Collecting, analysing, and using location data can help businesses entice more people to participate in promotions, helping to optimize marketing.

To conclude marketers love location-based marketing because it allows them to provide the users with relevant and personalized offers and messages. “Factual reports that “84% of marketers currently use location data in their marketing and ad campaigns, and 94% plan to in the future.” Hence like with any technology the key with location-based marketing, is to test, measure and refine. 

At YOOSE, we combine cutting edge technology with deep expertise, experience and passion to help global brands and advertisers capture the opportunities of this fast-paced, ever-changing world of mobile advertising. Our location-based marketing solution is tailored to deliver the most impactful campaigns and ensure the best ROI for our customers.