“It’s been a wild ride” says Patrick Robson, MD of Digilant UK

Patrick Robson is a digital advertising professional and the Managing Director of Digilant UK. With more than a decade of experience in digital advertising and marketing, his insights into the world of Programmatic Buying are not only comprehensive, but very educational.

Patrick Robson, MD – Digilant UK
Patrick Robson, MD – Digilant UK

When asked about Digilant’s launch in the UK, Patrick elaborates – “Digilant was launched 5 years ago, as the first trading desk in the US. Initially, companies didn’t really have a sense of what programmatic would become and how it would grow. Fast forward 5 years later, and we are in 8 countries with over 150 global employees and independent ownership.”

Patrick jokes, “It’s been a wild ride…” and continues to say “we have always known that this is a tremendously important place for us to be successful. There are multinational brands that span the globe, operating out of the UK. Marketing teams in the UK understand how exciting this time of transformation is for brands, and we are eager to offer our insights.”
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Having worked with Digilant from its inception, he has spent the last 5 years helping brands discover how to drive and measure advertising results. As the business expanded in the US, the company simultaneously began operations in Europe and Latin America, all quickly realising their global potential.

Patrick enthusiastically talks about his previous stint in London, and believes that it has given him an understanding of what it takes to make a US business successful in the UK. He explains: “as a global organisation, we have a very European approach and I am confident this will allow us to help fulfil the promise of holistic relationships with many brands in the UK.”

Boutique offering
Most people he has talked to are excited about the idea of a boutique offering, which strives to educate and be honest about revenue generation. He believes that a number of brands have lost faith in their agency partners on the topic of media buying. “We have always done things a bit differently, in that transparency has been our main focus. We offer real insights that the client can use across all media disciplines.”

Patrick remarks, “In the UK we see independents rise to the top again, like full cream milk…But jokes apart, it hasn’t been an easy road for us as an organisation. We have traditionally worked outside of the internal operations of agencies as one of the few independents. Naturally, these experiences have made us a brand-focused company, although we still have some great agency partners.”

When asked about Digilant’s success globally, he is proud of the fact that as an ad tech company Digilant has been profitable since early 2014. “2015 will be similar, as we continually expand our footprint into new markets. I think the key to success for someone reading this is that we don’t want 500 clients (well maybe we do eventually), but, we would rather service 10-15 brands or agency partners really well and give them the highest level of service available in the industry.” He is positive about the Digilant journey in the UK, which is focused on finding good partners, and optimising existing and new resources to make them successful.
Sophisticated advertisers

Patrick goes on to say that “’Boutique’ is an oft overused word but as a textbook definition we are exactly that: a business serving a sophisticated or specialised clientele.” Excited that the UK market is bursting at the seams, he believes that it is a very sophisticated marketplace, with an incredible talent pool of people, who are offering the media buying community a great debate. When describing how Digilant fits in, he states “move away from a consumable environment and create an agile independent internal organisation – this is where Digilant has positioned itself, on a sustainable basis, in the UK.”

His love for London is evident in the way he describes the city – “It is my opinion that London is one of the greatest cities in the world in which to live and do business. It is a highly dynamic city, comprised of incredibly smart and talented people to learn from and enjoy life with.”

He emphasises, “we are honoured and thrilled to be on the world stage in the UK and we look forward to helping change and expand the way brands engage with consumers throughout the world!”

Digilant Launches Consumer Persona Data Solution for Pinpointing New Audiences Programmatically

On June 16th 2015, Digilant announced the launch of its Consumer Persona Solution – this is aimed at providing advanced analytics which will make consumer data more actionable and improve targeting for the company’s clients globally.

Digilant is a leading global programmatic media company that partners with the world’s most prominent agencies and brands and provides customised and scalable programmatic media solutions.

Consumer Pesona was created to offer advertisers a way to analyse their consumer data and make it more actionable in real-time. This dynamic new solution digests first party, third party and Digilant’s proprietary data. It creates a data visualisation of consumers which are grouped into segments based on multiple shared characteristics and behaviours. Consumer Persona then identifies unique target audiences for campaigns and advertisers based on where these characteristics and behaviours overlap. The technology calculates potential lift for each audience, identifying which audiences are most likely to convert for each campaign, and incorporates the predicted lift into the automated bidding strategy.

Krishna Boppana, Chief Data Scientist at Digilant, stated – “In working with our global advertisers, we have seen that more times than not they are targeting audiences based on traditional, static personas, as targeted consumers failed to convert on the call to action”. He added, “Consumer Persona addresses this issue by using authentic, real-time data to create personas that are based on actual human behaviour, helping advertisers to better pinpoint consumers for campaigns instead of targeting those who may fit the criteria on paper, but not in reality. This new data science-driven capability has already been proven to increase ROI for clients during beta testing, and we are excited to announce its general availability to advertisers, allowing them to take a deeper dive into their data to make it more actionable and profitable.”

Applying an algorithm in a meaningful and actionable way is one of the many challenges of data science. By leveraging a combination of existing data points and all behavioural targeting signals, Consumer Persona presents brands with a graph that illustrates ideal consumers. Additionally, it points out those who the brand believes to be potential customers, but who in reality do not actually convert. The graph also shows where consumers are in the purchasing funnel. In this visualisation, brands and agencies can isolate audiences to easily identify which groups of consumers convert and when, allowing clients to optimise ad spend by targeting only the highest transacting audiences.

Clients are effectively leveraging new findings they have uncovered through Consumer Persona to adjust campaigns and, in doing so, have seen a true audience extension by doubling the amount of unique users reached – less than 10 percent of which overlap with other targeting tactics – increasing conversions by more than 36 percent, and achieving a 5 percent lower CPA than traditional retargeting efforts.
For more information about Consumer Persona, please visit http://bit.ly/1EZRYrI.

About Digilant
Digilant, a global programmatic media pioneer, partners with the world’s leading agencies and brands to provide customised and scalable programmatic media solutions. Powered by insightful and actionable data science, Digilant’s display, video, mobile, and social solutions are delivered through a world-class service offering. The company’s advanced technology platform, which includes a data management platform (DMP), connects brands with relevant and unique audiences by activating first party, third party and its own proprietary data. Headquartered in Boston, Digilant has offices in Barcelona, Bogota, London, Madrid, Mexico City, Milan, Monterrey, Sao Paulo, and across the U.S. For more information, please visit www.digilant.com or follow the company on Twitter at @Digilant_US. Digilant is an ispDigital Group Company.

About ispDigital
ispDigital is a technology-based marketing services holding company driving innovation and solutions at the intersection of earned, owned and paid media. Together Acceso (earned), Antevenio (owned), and Digilant (paid) provide cross channel and cross device, closed loop marketing solutions. Headquartered in Boston and Barcelona, ispDigital has offices in Brazil, Chile, Colombia, France, Italy, Mexico, Panama, Peru, Spain, the United Kingdom, and the United States. ispDigital is majority owned by Inversiones y Servicios Publicitarios (ISP), an investment company fully owned by the Rodés family. For more information visit www.ispdigital.com.
More Information:
Rebecca Kelley
SHIFT Communications
rkelley@shiftcomm.com
+1 617-779-1846
David Rodes
Business and Corporate Development, ispDigital
david.rodes@ispdigital.com

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