Building a Market Leading Retail Media Proposition.
Retail media is an emerging sector, where applying marketing techniques from the media sector, combined with the retail industry models, creates huge opportunity. More people are shopping online than ever before and this shift in consumer behavior is changing the way brands promote their products or services. While brands have become accustomed to targeting audiences as they consume content online, now is the time to take advantage of the retail media opportunity, and connect with consumers in the moments that matter.
In this paper, you will discover:
- What is Retail Media?
- What is the opportunity?
- How to build a Retail Media Proposition
- How to get started
Download the mediarithmics and Silverbullet whitepaper today via the side bar here.
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Heineken USA partners with Silverbullet to accelerate its data strategy and deliver meaningful consumer experiences at scale.
New York, July 28th: Silverbullet, today announces its partnership with the leading brewer HEINEKEN USA, as it supports the company in the continued development and execution of its consumer data strategy. This collaboration is a testament to the digital transformation journey that HEINEKEN USA have been on to recruit and connect with.
Silverbullet has been appointed as HEINEKEN USA’s chosen specialist partner due to their legacy in supporting global brands to step into the new data-driven marketing age. HEINEKEN USA selected Silverbullet to enable them to tap into the data opportunity through state-of-the-art technology, providing them with the right skills, mindset, and experience to deliver and execute a future-proofed strategy centred around the consumer.
“HEINEKEN USA have been working towards unlocking and utilising the data available to us for some time. If we can measure user behaviour, and glean insights from our consumers, we can continue to drive relevance and consistently provide high quality experiences. Towards the end of 2021, we engaged Silverbullet to build on previous learnings and help us take our strategy to the next level. Their domain expertise has been invaluable” Rebekah Kennedy, Consumer Data Director at Heineken USA.
During the past five months, Silverbullet has undertaken a comprehensive acceleration program for HEINEKEN USA. The Silverbullet team executed an in-depth discovery initiative, provided thorough gap analysis, and designed a tailor-made data strategy roadmap in collaboration with the brand, to outline the vision and tangible steps to unlock the value of consumer data.
“We couldn’t be more excited to continue our partnership with HEINEKEN USA, as we move into the next phase of the project in bringing their enhanced consumer data strategy to life. We love working closely with a forward thinking cross-functional marketing team at the organisation, who are very determined to enable great experiences for their consumers across brands” says Andrea Ghibaudi, Vice President Enterprise Strategy at Silverbullet. “The ambition and enthusiasm HEINEKEN USA has brought to the project, has been a real inspiration, and I can’t wait to see what the future brings.”
Find further coverage:
ExchangeWire HERE
Yahoo! HERE
Markets Insider HERE
Morning Star HERE
Why now is better than later.
This month’s debunked blog explores why businesses need to act now to stay ahead of the post-cookie curve.
“Google tracking cookies ban delayed until 2023,”. With a big heavy sigh, marketers and tech players were halted to a standstill. The industry is no stranger to the temperamental nature of these announcements, and so when Google delayed the ban for the third time, well, it was no surprise. While many think that Google may delay once more, it has never been more important to think about consumers and the strategies necessary to test to ensure data safety for millions of folks across the globe. With less than six months until we welcome the year 2023, a big part of the re-thinking strategy is centred around contextual targeting.
It really is time to look forward, embrace change, and explore new ways of working. While unsolicited advice is endless, here are a few key points what we know to be of importance for all marketers in the next year:
- Context targeting is here to stay.
- Google can delay the deprecation of cookies yet again, BUT there is no loss in testing contextual strategies for your brands. Contextual targeting provides amazing opportunities for marketers because it allows them to get their ads and brand message in front of the consumers who are actively interested in the product or service. By nature, it connects consumers and brands through genuine interest and relevancy.
- Consumer and Privacy first.
- With the rise of consumer backlash, the industry is in need of privacy and data-compliant solutions. Marketers need to be thinking about how they can strengthen their brand association with privacy and PII compliance strategies and campaigns. And guess what, contextual targeting helps solve this too.
- Powerful Performance.
- Can we shout about the performance? We think so. We have seen better performance across many verticals. Advanced contextual technologies are empowering the advertising industry to generate better performance, and much of this is down to improving performance metrics and how we measure success.
- Video, Video, Video.
- Lastly, contextual strategies do not only apply to display campaigns. Video Contextual is growing rapidly, and for good reason. Video Context targeting offers consumers an enhanced user experience and brands are seeing higher engagement
“By activating with 4D Context Outcomes Engine we were able to drive performance, brand awareness and engage consumers interested in purchasing insurance across 4 different contextual strategies. The results spoke for themselves, in just a month we saw a 25% increase in Video completion rate (VCR) across skippable videos.”- Megan Anderson, Brand Marketing Manager
As the privacy-first, cookie-less era is fast approaching, marketers need to face the challenge head on, and start to put the building blocks in place to prepare for the future.
Want to know how 4D can help your brand? Chat with one of our experts today.
Frame-by-Frame: Looking past the noise to find the most effective context
Man v Machine: Your key three benefits of Auto Optimisations.
This month’s debunked blog explores how innovative technology can help build efficiencies and speed to revenue.
Man versus machine. The debate has long been had within the world of (m)adtech, and whilst many saw the rise of the machines as a scary prospect a few decades ago, now we work in blissful harmony with them every single second of every single day. But, are we always striking the right balance between utilising the technology to its fullest, and turning algorithms into outcomes?
As the next-generation outcomes engine for the post-cookie era, 4D’s technology advancements deliver incredible results for marketers across the globe. In short, it leverages a continuous performance-based optimization loop to drive outcomes through context. By tapping into the most advanced data science algorithms and machine learning technology, 4D combines targeting and the optimization engine to surface real-time insights and recommendations. Sounds good, right?
But manual work is still needed in some shape or form, and can often be laborious and inefficient.
Luckily for all the traders, account managers, and media planners out there, we have decided to make it that little bit easier. Manual processes are long outdated, as well as time-consuming creating friction across an organization. Managing 20+ campaigns whilst thinking about optimizations is both grueling and often susceptible to human error.
To combat this, we have introduced Auto Optimizations within our 4D Outcomes offering, aimed to act as an upgrade to the way you work. Our powerful technology will automatically apply optimizations across the duration of your campaign, saving you time and ensuring that you maximize campaign performance.
As the brains behind the release, in this month’s Debunked Series, Tabitha Gibson, Product Manager at 4D Context Outcomes Engine, shares the top three benefits of this revolutionary new feature.
- Intelligent Optimizations
- Advanced artificial intelligence analyses your campaign data to generate performance-boosting optimizations and then applies automatically to your context.
- Goal-Oriented Actions
- Select your optimization goal and let Auto Optimizations get to work. Highly performing keywords are added whilst poorly performing keywords are removed without you lifting a finger. Let our technology power your campaigns.
- Effortless Management
- We know you have a million things to do. That’s why with Auto Optimizations you can simply opt in and let us take care of the rest.
Want to know how 4D can help your brand? Contact us today.
Silverbullet Group and Making Science announce joint venture
The UK data and digital transformation company and global digital marketing consultancy will provide solutions for a privacy-centric, cookieless future.
Silverbullet Group and Making Science have announced a partnership which will see the two companies combining their respective products, services, and talent to deliver solutions for the privacy-first, post-cookie era. This collaboration encompasses data and digital transformation solutions centered around first-party data, analytics, and future-proofed solutions for the cookieless marketing age.
The joint venture will revolutionize and expand the services of both companies, from first-party data strategy design and deployment, technical implementations, and integration across AdTech and MarTech platforms, data and analytics and post-cookie solutions. It will also lead to an attractive Google offering including expert knowledge and Google Marketing Platform Reselling Partner, and advanced contextual video solutions across YouTube and TikTok, as well as leverage established partnerships with Salesforce Marketing Cloud, and leading CDPs such as Treasure Data, a Softbank-owned platform.
Furthering the capabilities of contextual intelligence – targeted advertising based on website content and relevance – will be another focus of Making Science and Silverbullet. By leveraging 4D’s algorithms, brands will be able to reach customers in the right place, time and moment, while keeping their brand safe and suitable. This advanced computer vision video solution can identify objects, logos and potentially unsuitable content to avoid, among various signals, allowing for sophisticated targeting across all addressable channels.
“We are always looking to increase our capabilities for our clients, and the joint venture with Silverbullet does just that,” said José Antonio Martínez Aguilar, CEO and founder of Making Science. “The expanded talent and product pool accessed by the partnership harnesses not only Silverbullet’s reach across the US, UK, Northern Europe, Southern Europe, and Australia, but Making Science’s significant ‘offshore’ capabilities as well. This will give our clients and partners the opportunity to expand the scale and scope of their work as we head towards a cookieless future.”
“The joint venture with Making Science could not be better timed. As Google has confirmed the deprecation of the third-party cookie, our clients are seeking new improved solutions for the privacy-first era. Making Science’s deep relationship with Google, extensive talent base, and impressive client relationships blends perfectly with Silverbullet’s proprietary 4D product, extensive first-party data skillset, and global client footprint. Thus creating significant value for our combined clients and shareholders.” says Ian James, Co-founder and CEO, Silverbullet.
Partnerships of this kind are vital within the context of a growing digital advertising market, one that is estimated to reach $786.2 billion by 2026 and growing at a rate of 13.9%. At the same time, online media activity is increasing in momentum – in 2021, global programmatic ad spend reached $155 billion, YouTube achieved $28.8 billion in ad revenue, and the Customer Data Platform marketplace accelerated to $3.5 billion – concerns around data and privacy are mounting, especially since Google finally set a date for the deprecation of third-party cookies.
d3con : The Silverbullet Masterclass.
Setting the scene on the first day of the two-day conference, Umberto explained the seismic change in which the (m)adtech industry is currently facing, before exploring how businesses can start to reset, rethink and re-imagine their businesses – not just for the future – but for today.
Joined by special guest speakers including Aline Zenses, Silverbullet’s Northern Europe Managing Director, and Philip Schadewald, Director Programmatic Advertising at Pilot Group, Umberto explained what we – here at Silverbullet – believe to be the key ingredients of a well-oiled future-proofed strategy:
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First-party data: starting with rich data derived directly (and with full consent) from the consumer is the first key ingredient for any business looking to undertake their digital transformation journey. Placing the customer at the heart of your business is key when stepping into the new marketing age.
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Technology for Data, Marketing & Automation: data is your “fuel” ingredient, and when applied through innovative technology, can provide you incredible insights and outcomes. From Customer Data Platforms (CDP) to Marketing Automation Tools and Personalisation Tools, untapping the full potential of data can only be realised through utilising the most relevant technology for your business.
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Contextual Advancements: With the humble cookie on its way out, businesses should start to explore new solutions that rely on no cookies or ad IDs. And, the most popular solution in the market today is advanced contextual advertising. Why not mix in a bit of contextual intelligence into your marketing mix to see how you deliver meaningful business outcomes.
But how does all of this work together in reality? How do businesses know where to start, or who to partner with?
Watch our full Masterclass to discover the businesses who are untapping these key ingredients to success, and understand how you can start your data and digital transformation journey today.
Get Ready With Me: CDP Readiness
Unsurprisingly the TikTok trend of “Get Ready With Me” has surged over the past six years. The digital generations of today are transfixed on tips and tricks videos that are scattered across social media platforms in the bid to discover the secrets of how to be successful.
For me, I love a ‘tips and tricks’ article or video as much as anyone, and so thought I would create my very own “Get Ready With Me” style blog. No no, you will not be watching me get ready for a night out, nor will you be discovering the secrets of my beauty regime.
However, you will be discovering how your business can be as ready as it needs to be when it comes to unlocking the potential of customer data. So put that moisturizer down, and read on.
Why customer data?
The holy grail for many marketers is to intrinsically understand consumers and audiences to better serve them experiences that matter. While the allure of the “single customer view” is stronger than ever, it is important to make sure your business is set up correctly in order to reap the benefits and drive value. And, the technology that unlocks these benefits is something called a CDP (Customer Data Platform).
Let me share a snap-shot of what CDPs can offer your business, in its simplest form:
- The collection and unification of all first-party data. The purpose of a customer data platform is to connect all the data that marketers use to understand and engage their customers with. The CDP does this by acting as a single source of truth for first-party customer data, with all a brand’s data on an individual customer. This means relevant experiences and scaling customer journeys.
- Managing customer data through a privacy-first lens. CDPs manage first-party data and consumer privacy and data rights by controlling the data flows between different marketing systems and managing consent. They can handle consent at group, brand and market level, and then all interaction with the customer will honor the customer’s wishes.
- Customer data activation CDPs can create audience segments that can be used across the rest of your marketing platforms and channels. This means improving messaging relevancy and recognizing effective opportunities to give value to your customers.
Silverbullet’s bread and butter has always been supporting businesses to realize the benefits of their data and tech, and so I thought it might be useful to pull together some best practices surrounding CDP readiness.
It’s time to “Get Ready With Me”, and explore the below four steps to be ‘CDP Ready’:
- Analyze Where You Are Currently. Fragmented data often resides in silos across various business departments, including marketing, sales, customer support, etc. Before you even begin to think of implementing technology, it is important to take an honest look at the internal structures and processes to identify where the gaps may be, and where improvements need to be made. Ask yourself and your team questions such as: What systems are currently in place centered around customer data? Do you know what customer data it includes? Is third-party anonymous data mixed in? How many applications are in your martech stack? And how does data get from one application to another? Having a good idea of what is and isn’t working before you transform your business, is a fantastic starting point.
- Have A Clear Strategy In Mind. In close alignment with step one, you need to ensure you have a clear overarching objective, strategy & potential tactics in mind before you begin your journey. This includes ensuring you know what it is you want to achieve by outlining your outcome(s). Understand what about your engagement with customers you want to change and challenge how a CDP supports you in doing that. A CDP can be an extremely important piece in the puzzle in driving strategic conversations that bring together fragmented teams to deliver business objectives. A CDP is not just a marketing system; it can help the overall running of a business including the product, design, innovation, and customer support which all helps to improve the customer journey. Set your strategy with some KPIs so you can measure and adapt as you go.
- Get your Data Ready. CDPs take the heavy lifting off your hands to turn raw customer data sets into a cohesive customer picture. Increasingly, businesses are managing larger volumes of data, and so the humble CDP helps to improve the quality of your data to build valuable customer profiles. Identifying all the data sources you want to connect to your CDP is paramount. From there, a CDP should be able to take over the process of importing and keeping that data, so you have easy access to real-time information. CDPs, like any platform, will only work effectively with good input. Filling it with messy datasets will limit its impact and data should be clean and standardized first.
- Secure buy-in from the whole organization. CDPs are focused on breaking down the silos, to allow more people across an organization to access valuable information to drive results. Essentially, it is about making the data easier to use, which requires full transparency and buy-in across the organization. My good pal and colleague Alex wrote about the importance of creating a strong buy-in and culture in his DataTalks blog HERE. A big part of embedding a CDP into your business is about teamwork and culture. You need a task force behind you and your tech in order to extract its utmost potential.
Summary.
CDPs – on the whole – are designed for speed to value, ensuring businesses can “plug and play” in multiple systems to build a single customer profile that puts data at your fingertips, for years to come. However, driving a successful CDP adoption is not just about the technology itself, but also about embracing change, and implementing a brand new culture throughout your business. Teamwork makes the dream work, right?
Silverbullet has been supporting businesses transform their data and tech culture since our very beginning. We live and breathe data. So let us help you do the same.
Oh, and if you need some beauty tips, do not hit me up. I’d be totally useless.