Managed services are not new in the digital space, but with the ever-growing amount of advertising and content options, more brands are looking into the benefits. Managed services can offer brands a wealth of information at a much-reduced cost. Digilant CRO, Todd Heger, weighs in on how these emerging channels are set to disrupt the online space.
“As the vendor landscape continues to grow, especially as we see new players in identity resolution, contextual data, CTV and audio, it’s important to find a partner that can and will do the heavy lifting for advertisers. An ideal managed service partner will be platform-agnostic and will push the boundaries on digital media strategy and execution — always with the advertiser’s goals in mind.”
Beginning with its iOS 14 update this week, Apple will require apps to ask users for permission (opt-in) to collect and share data on all Apple devices, most notably iPhones.
That’s just potentially one shoe dropping in the mobile advertising space. Google has yet to announce whether it will follow suit and make the Android Advertising ID (AAID) on Android devices opt-in as well at some point.
Because it has become so mobile-centric, how Facebook/Instagram adjusts to the lack of identifiers on Apple devices may provide a broad template for advertising on mobile devices, while also offering clues for how to execute desktop advertising once targeting becomes more challenging…
Mobile advertisers looking to continue to engage audiences on Apple devices should already be preparing for the post-IDFA world and beyond. But many of those broad lessons will need to be applied in the post-third-party cookie desktop world soon enough.
To learn more about the unknowns or Post-IDFA and options for advertisers, read the full piece here.
New features recently added by Twitter, TikTok, and Reddit may help brands pre-emptively spike backlash, as the platforms now offer advertisers and creators the option to moderate user replies. Could such controls be the answer for safety-conscious advertisers, or are there other ways to prevent a post from blowing up in a brand’s face?
The Drum asked advertising experts their opinion in the latest edition of “How Do you solve a problem like…” Here’s what Digilant CEO, Raquel Rosenthal had to say:
“Absolutely, advertisers are always going to want greater control. We’ve seen major brands pull advertising from social platforms like Facebook due to limited control over hate speech and the moderation of defamatory comments. In the last year, we’ve seen advancements in AI-powered moderation built by social platforms themselves, and while it’s well-intentioned, it still has its flaws. I anticipate we’ll see an uptick of third-party tools and solutions offering comment moderation that will put more control in the hands of advertisers. Will it solve the moderation problem completely? We’ve yet to find out.”
The team at Street Fight asked industry experts for their 2021 predictions around topics such as local commerce, media, and advertising. Digilant CEO, Raquel Rosenthal weighed in on the cookie depreciation and measurement:
“As advertisers settle into the new year and face the depreciation of third-party cookies, we’ll start to see other forms of measurement, like econometric or media mix modeling, rise in importance. Standard online measurement has been built around 1:1 measurement using a cookie or a device. With third-party cookies largely going away in the next year and the “walls” of walled gardens like Google and Facebook getting higher, the traditional forms of measurement will become more difficult.
We’ll see more measurement solutions that are underpinned by identity resolution come to market. The Trade Desk, LiveRamp, and MediaMath are some examples of companies jumping in on this. Similarly, we’ll see advertisers themselves making internal changes to their tech stacks and marketing programs to support identity resolution, whether that’s adopting a CDP, investing in a data onboarding partner, or running campaigns specifically designed for list building.”
As consumers continue to gravitate to ecommerce for groceries and limit trips to retail stores, CPG companies will need to shift more of their advertising dollars to digital from traditional. Read about specific marketing tactics and sales strategies brands can use to ensure a strong ROI when making this switch.
“I know this sounds really basic, but companies need ot take time to think of a strategic plan when it comes to digital. There are a lot of companies out the right now that are quickly shifting dollars to digital and taking a ‘let’s see what happens’ approach… a better approach is to first identify concrete objects and measurement of success that can be attributed to digital, and then identify the best channels and tactics to achieve those goals.”
Marketers and retailers who have long relied on historical consumer behavior data and trends to guide their omnichannel planning and campaigns are facing a new reality in 2021. The pandemic has not only changed the way consumers shop and purchase products, but also how they choose to engage with brands overall.
The biggest change has been the acceleration of all things digital across every audience segment, as even older consumers have been forced to learn and grow comfortable with new devices, tools and platforms.
As a result, retailers need to be increasingly nimble in 2021, even as their marketing mix undergoes a transformation to reflect a new consumer mindset. A marketing plan put in place in January will have to be checked and stress-tested to ensure it’s still the right solution for March.
What will 2021 bring small business owners? Small Biz Daily asked entrepreneurs and experts to share their small business insights and predictions for 2021.
More companies will focus on hiring where the talent is rather than a company headquarters or office location. Due to the impact of COVID-19 on remote work in a growing number of cases, recruiting efforts are shifting to focus on attracting, hiring, and retaining the best and most qualified talent regardless of the individuals’ home base. Through this approach, companies, especially those located outside of major metropolitan areas, will gain access to larger and more diverse pools of talent that are attracted to their specific employer culture and brand versus a desirable geographic location.
Katie Gargano Joins as Product Marketing Manager and Matt Mahgerefteh is Appointed Manager of Analytics
Digilant, an omni-channel digital advertising services company, today announced the appointment of Katie Gargano, who joins as Product Marketing Manager, a new role for the company, and Matt Mahgerefteh, who joins the team as Manager of Analytics.
“With strong backgrounds in both marketing and data analytics, Katie and Matt’s combined unique expertise will assist in Digilant’s growth as we create a connected experience to meet the needs of today’s digital marketplace. As we continue to propel both brands and agencies forward in the media industry, we are honored to welcome them to the Digilant team,” said Raquel Rosenthal, CEO of Digilant.
Virtually joining the marketing team from Connecticut, Gargano will act as the liaison between sales, marketing and product. She brings experience from her previous position as Supervisor of Digital Planning at Harpoon Digital, MNI Targeted Media’s digital media agency. Prior to that role, Gargano worked at Church Hill Classics as a Marketing Coordinator. She graduated from Western Connecticut State University with a degree in marketing and a minor in accounting.
“I’m thrilled to join the Digilant team to collaborate seamlessly with the marketing, sales and product team. Connecting our internal strategies, we can maximize growth and increase performance,” stated Gargano.
Mahgerefteh brings his hands-on experience in executing campaigns, managing programmatic media strategy, leveraging audience insights and providing comprehensive reports from analyzed data. His most recent experience includes Marketing Technology Manager at Cox Communications, where he was responsible leveraging data and leading marketing campaigns across multiple channels, including display, email, social media, video and web. His extensive experience also spans analytical and leadership roles with Wells Fargo, BlackLine, Viking Cruises, AEG Presents, Teleflora, Globe Life and Nielsen Company. Mahgerefteh graduated with a Bachelors of Science in Marketing from Rutgers.
“With a passion for ingesting large and various data sets, I’m excited to share my expertise with the Digilant team,” said Mahgerefteh. “As Digilant is focused on accelerating growth, I believe we’ll deliver optimal performance by leveraging a programmatic strategy and measuring analytics on all channels.”
Digilant is an omni-channel digital partner built to take advertisers from now to next. We do this with omnichannel digital advertising strategies that are data-driven, actionable, and effective. Part of ispDigital, Digilant is made up of 100+ data-driven media minds and advertising technologists spread across US offices in Boston, New York, Chicago, San Francisco, Dallas, Denver, Los Angeles, Washington D.C., and Atlanta. By combining big ideas with scale we are well-equipped to champion consumer insights, campaign analysis, and media initiatives that propel brands and agencies forward. Visit us at digilant.com to learn more.
Social media has come to be an important part of marketers’ efforts to reach consumers because of the coronavirus pandemic, and as many shoppers have taken to online shopping it’s time for brands and marketers to up their social media strategy. Here’s how Digilant CEO, Raquel Rosenthal sees social media being used in 2021:
“We should expect to see the role of social evolve to become that of a true sales channel. The growth of social commerce has been slow to start, but as social platforms like Facebook, Instagram and TikTok expand commerce and shoppable ads features it will become a no-brainer for marketers to look to social as a channel to convert consumers. The best social campaigns will use content that is primed to elicit action, using user-generated content or influencer content that feels sincere and fosters consumer connection,”
Modern Restaurant Management (MRM) magazine asked restaurant industry insiders for their perspection on 2020: What lessons did you learn and what do you feel the restaurant industry learned this year?
Digilant CEO, Raquel Rosenthal, shared her thoughts:
“We’ve learned that the increase in digital consumption and e-commerce adoption that’s resulted from COVID-19 has impacted QSR much like it has retail. QSR brands and the partners and agencies they work with have been hit hard with the reality that for digital transformation to be successful it must offer better choices and greater convenience to consumers.
To cut through the noise, 2020 has been the year that many QSR brands have pulled the trigger on CTV, programmatic audio and influencer ad formats. McDonald’s, Chipotle and Firehouse Subs are some brands that have successfully risen to the occasion – offering easy options for ordering and fulfillment and spreading the word beyond traditional ad channels.