Author: woutervanwaning

Zojuist is op eDay bekendgemaakt dat het Israelische Wasteless is verkozen tot winnaar van de Emerce Top 10 European Startups 2018.

Wasteless ontwikkelt wat zij het Internet of Groceries noemt en zet dynamic pricing in om voedselverspilling in onder andere supermarkten te voorkomen. Én de omzet te verhogen. Na venture capitalist SOSV heeft ook Slingshot Capital in de start-up geïnvesteerd. Wasteless is reeds actief in Spanje, Engeland en Israël en start binnen korte tijd ook in Nederland. “Alleen in Nederland kunnen we al 300 tot 500 miljoen euro aan de bottom line van supermarkten toevoegen”, aldus CEO en oprichter Oded Omer, die zijn vorige bedrijf (Weissberger) na drie jaar voor 100 miljoen dollar aan AB Inbev verkocht.

Op de tweede plek staat Adcombi. Dit Nederlandse bedrijf biedt hyperlokale, gepersonaliseerde programmatic advertising die de web to store traffic verhoogt. En richt zich onder andere op retail- en bankketens. Het snelgroeiende bedrijf heeft momenteel zo’n 130 klanten in 5 landen. Mede door buitenlandse vestigingen – Adcombi opende onlangs zijn kantoor in Duitsland – zal de groei de komende tijd verder toenemen, aldus CEO en oprichter Gerrit Reinders.

De derde plek is voor Glovo, de Spaanse start-up die zich op één-uurslevering voor allerhande producten richt en in zijn drie jarig bestaan al ruim 150 miljoen dollar funding ophaalde.

De top 10 bestaat uit:

1. Wasteless (2016, Israël, Internet of Groceries)
2. Adcombi (2014, Nederland, Location based advertising)
3. Glovo (2015, Spanje, Same day delivery-platform)
4. Revolut (2015, Verenigd Koninkrijk, Online bank)
5. Hotelchamp (2015, Nederland, Direct booking-platform voor hotels)
6. Acast (2013, Zweden, Podcasting platform)
7. Blinkist (2012, Duitsland, Non-fictie boeken in 15 minuten)
8. Trigo Vision (2017, Israël, Retail Automation-platform)
9. June Energy (2015, België, Energie Prijsvergelijker)
10. ŌURA (2013, Finland, Health/Wellness wearable)

De toplijst is voor het zevende jaar op rij samengesteld door de redactie van Emerce met input van VC’s, M&A-specialisten, bankiers en journalisten uit heel West-Europa. Criteria zijn: de start-up moet hun hoofdkantoor c.q. -activiteiten in Europa hebben, mogen maximaal 6 jaar oud zijn en moeten minimaal 2 miljoen euro omzet doen en/of 2 miljoen euro aan funding hebben opgehaald.

De lijst laat zien welke startups upcoming zijn en een grote potentie hebben; hoe hoger op de lijst des te groter de potentie is. Vorig jaar werd mobile healthcare start-up Babylon Health uitgeroepen tot winnaar.  Dat de sector grondig wil veranderen. Om te beginnen door de kosten drastisch te verlagen. De destijds vier jaar oude startup had 85 miljoen dollar aan funding op zak en al zo’n 1 miljoen gebruikers. De rest van de top 10 uit 2017 vind je hier terug.*) In het novembernummer van Emerce magazine (#168) staat een uitgebreid interview met de oprichter van zowel Wasteless als Adcombi.

Bronartikel:
https://www.emerce.nl/nieuws/gerrit-reinders-adcombi-bieden-tegenwicht-marktplaatsen

Hyperlocal targeting, also known as geofencing, is a powerful way for brands to target individuals on a precise location. Adcombi now offers this ‘bull’s eye’ technology of local advertising. Being more accurate than other targeting technologies, it allows you to display the right message at the right time and place. Hyperlocal targeting is one of the best ways to advertise locally. Here’s how it works.

What is hyperlocal targeting?

Geotargeting in general is one of the most powerful advertising tools for brands to engage with local audiences that are near their businesses. The most accurate type of geotargeting is hyperlocal targeting, or geofencing. By building a virtual “fence” around a location, geofencing lets advertisers target a very specific group of potential consumers within that fence. It could be customers near your local store, fans at a football stadium, concert visitors at an arena or even just travelers on the subway. When a potential customer enters this area, your ads are shown on their mobile phone or tablet in apps.

How does it work?

Hyperlocal targeting uses GPS data from smartphones to geographically target individuals with ads that match the context of their physical location. Usually a geofence around a city, area or local business spans up to a kilometer. Hyperlocal targeting is accurate up to 10 to 100 meters. This is much more accurate than targeting based on postal codes, where the location of the consumer is estimated on the basis of the IP-addresses, which can deviate significantly in some cases.

Hyperlocal targeting and GDPR

To put up a geofence you need permission to use the customer’s location. If you advertise in app, the apps you advertise in usually provides this authorization. In the Netherlands popular free apps like Nu.nl, Telegraaf, Buienradar and several game apps have the user’s permission to share their location for third parties when they are installed. These apps constantly share the user’s location, which makes the location of individuals you are targeting accurate, up to 10 meters.

Why hyperlocal targeting?

People check their phones around 85 times a day on average. Millennials nearly double this and spend about five hours a day on their devices. Several studies also prove that the first point of sale is moving towards mobile. With geofencing you can target your audience on their mobile device when they are in the right place, at the right time. It enables you to target individuals who are on the move. Targeting those individuals with specific messages for every local store also enhances the relevance of your advertisement.

How to get the most out of hyperlocal targeting?

Many businesses use hyperlocal targeting to simply send a special offer to customers when they walk or drive near a business’s location. But there are plenty of opportunities for creativity beyond that. The possibilities are infinite.

A few examples:

• Stores with multiple physical locations can geofence around each location and target their potential customers with local store offers in-apps. For instance a retailer can offer their shoes on sale to a customer who walk nearby their store.
• Geofencing a mall to attract your customers to your store by sending them your add with a special deal.
• Geofence a university area if you want to target students.

The European privacy law, GDPR, caused quite some commotion and raised many questions. Although everybody is roughly familiar with the main implications of the law, nobody knows exactly how this will affect the industry and how to respond to its obligations. As an adtech provider, we also get many questions from clients about GDPR. Unfortunately, many of them can not yet be answered: practical solutions are still to be developed by the industry as a whole. But although we can’t provide you all the answers, we will answer some of the most common questions in this article.

How should I manage opt in for campaigns?

The GDPR announces new regulations for getting permission to process personal data of consumers. Advertisers need to implement a way to opt in on their websites to obtain informed and explicit consent to use cookies. This opt in must meet the following requirements:

• Active action is required (no pre-tick or part of terms and conditions)
• You must inform the recipient clearly what his data will be used for (not ‘To improve experience’)
• Separate permission must be given for each purpose
• The opt ins must be registered
• You must refer to the privacy statement

How should I manage opt out for campaigns?

This is more problematic. Consumers have the right to correct and remove their personal data from the databases of a company at all times. The programmatic ecosystem is a complex network of brands, agencies and technologies and as such correcting and removing personal data needs to be done throughout the whole chain. There is no system in place yet that enables easy opt out management.

This means that when a consumer asks an advertiser to opt out of their ads, the advertiser needs to inform their agency or adtech provider. They in turn, need to ask the DSP (Demand Side Platform) to remove the data from their system. The DSP must also notify the SSP (Sell Side Platform). The SSP has to inform all other parties that are synced with their data.

The industry is still working on an appropriate solution. Until then, please contact Adcombi if a consumer wants to opt out. We will provide you with a link you can directly send to the consumer so they can opt out.

Who is accountable?

The GDPR also introduces the principle of accountability. This means that the controller of the data is responsible for making sure all privacy principles are adhered to. Also the controller needs to able to demonstrate compliance upon request.

But the question often is: who is the controller? This is not always clear. It often comes down to a shared responsibility, that differs per situation. Therefore it is important to have processing agreements in place with all the parties that process any kind of personal data on behalf of your company.

What measures is Adcombi taking?

Adcombi takes measures to make sure that we are GDPR-compliant by the 25th of May:

• We run campaigns exclusively on GDPR-compliant DSP’s.
• We don’t store personal data.
• We do process personal data, however. We document and log these according to the principles of the GDPR.
• The DSP cookies we use anonymize the personal data they collect.
• We are working on the necessary processing agreements.

Amsterdam, 24 January 2018. According to adtech company Adcombi location based advertising becomes increasingly important in the future. “We see an increasing demand from retailers for programmatic solutions for local advertising. This is due to the restriction of door-to-door advertising. At the same time there is a lack of good digital alternatives.” Adcombi wants to build a bridge by further innovating location-based programmatic technology.

Adcombi founder Gerrit Reinders explains: “We see that online the adspend of retailers and dealers are behind on the rest of the market. This is partly due to the limited technical solutions for large scale local advertising on large websites. The result is that location-based online advertising often is not profitable for these businesses. A flaw in the programmatic ecosystem.”

Adcombi develops technology for large scale location-based online advertising. Reinders: “Brands like Jumbo, Blokker and Rabobank already test with our technology. We see that geo targeted campaigns perform much better than national campaigns. This is due to higher relevance of the advertisements.”

Adcombi is motivated to innovate the advertising market. Reinders: “The programmatic industry is mature. DSPs, agencies and technology providers will have to offer more to achieve added value. We contribute to this by making location-based advertising on a large scale possible.”

When you make a banner, the design of your banner is an important part of turning your campaign into a success. A good banner design will attract your audience and engage them. This might seam obvious, but in practice we see a lot of mistakes that can easily be prevented. These are four best practices to make a banner effective.

Size does matter

For each campaign you use several banner sizes. These sizes dictate the way your banner is designed. Make sure you customize your banner to these different sizes and shapes, in practice this is often forgotten. A rectangle or a square requires a different approach towards its design. This starts with the size of your font: it should be 10pt or more to keep it readable, and some fonts aren’t suitable for small sizes and rectangles, for example the script fonts. Also, check for hyphenation with every single format.

When it comes to images the following applies: crop and resize your images properly rather then just stretching them to fit into the space of your banner. You want to avoid the warped “funhouse mirror” images (pixelation). You don’t want your image size to be too big either, because the load speed of the banner will be too slow. In general the best practice is to use 750x750px for background use images of and 150x150px for product images.

Contrast is king

Contrast is a huge part of a well designed banner. Our eyes love contrast. Designs with strong contrast attract interest, and helps viewers make sense of the banner. By making smart use of contrast within your banners you can grab and steer the attention of your audience to the parts that are most important. For example, the current promotion or a Call To Action (CTA) button.

If you use colors to enhance contrast, ensure you use colors that are far apart on the color scale. This also helps people who are colorblind. Also play around with the saturation to enhance contrast. A way to test this is to convert your design to black and white. This will help you see if there is enough contrast in the design. Rule of thumb: lighter text means dark background and vice versa. Not enough contrast between the background image and the text? Use a drop shadow behind your text.

Don’t shoot the message

The main message, the goal of your banner, should be communicated in the last slide of your banner. Every banner runs for thirty seconds. When it ends, a static image remains. This is your last slide. If you communicate the main goal of your advertisement in the first slides your audience might miss it. Use the first slides to support the last one, for example, with product images or supportive text.

Action speaks louder than words

The Call To Action button is often one of the most effective ways to persuade your audience to click on your banner. A few simple tips and tricks:

• Think about what you want from your customer. Do you want them to buy, subscribe, try your free product? The answer is the text for your CTA button. Keep it clear (sign up) and reflect a sense of urgency (order now). Three words maximum.
• It should be easy to find. Avoid clutter by allowing some white space or by creating a clean border.
• Use a graphic element like an arrow or an icon to point out to your viewers that it’s a CTA.
• Animations can enhance a CTA. Viewers like visual feedback on what is clickable in a banner.

At the heart of every successful online display campaign lies a set of good banners. This sounds logical, but in practice it turns out that advertisers can get more out of their banners. Such a pity! Applying a few proven tactics and guidelines will easily lead to more clicks and visibility. With these four must do’s you will create successful banners.

Use the standard banner sizes

When you create your banners, make sure to use the standard IAB sizes. Different banner sizes can be rejected by exchanges. By using the right formats you ensure that your banner can be displayed at the spots on the websites you want. So keep to the following sizes: Large Rectangle (336×280), Medium Rectangle (300×250), Leaderboard (728×90), Skyscraper (120×600) en de Wide Skyscraper (160×600).

If you are looking for a higher branding value, use the rich media formats: de Halfpage Ad (300×600) en Billboard (970×250). Also make certain your banners are suitable for mobile devices (320×50 and 320×100) to reach your target audience throughout the whole customer journey.

Use short animations and a static images

For maximum reach your animations should be 30 seconds or less and end with a static image. Not all the ad exchanges take up banners with longer animations. Also your message and brand name won’t stick with your audience if they scroll through the page when the animation keeps playing. This is solved with a static image at the end.

Attract attention with your message

To attract the attention of the audience your message must be clear and striking. On average people decide within less than a second if they see value in an online ad. So keep your proposition short and powerful. Combine text with images, too much text is distracting and hard to remember. Also make sure to display the prices in your banners to generate qualitative traffic, because, consumers who know the price and still click are more likely interested. Lastly it is important to create urgency in your message. People are more likely to respond to time limits (only three more days available!) or limited offers (only two rooms left!).

Adjust your banner to your campaign goals

Adjust the elements in your banner to your campaign goals. Is your goal to generate traffic to your website? Add a Call To Action (CTA) button. It is important to show the button in the last frame, but best is showing it throughout the whole ad. This encourages visitors to click during the ad. Use only one CTA per banner set. Using several is is confusing and therefore counterproductive.

Are the banners meant for a branding campaign? Make sure your logo is displayed as often as possible. This way after seeing your banner the consumer will link their needs to your brand and logo. To achieve this you have to show the banner at least in the last frame to show your logo when the animation is finished, but preferably throughout the whole animation.

If you apply these four must do’s to your banners and you will achieve more clicks and better visibility and get the most out of your campaign.

Advertising platform Adform and adtech developer Adcombi have partnered to establish an integration between Adform’s DSP and Adcombi’s local advertising technology. The integration enables advertisers to run hyperlocal online advertising campaigns on premium titles through Adform.

Adform is the second DSP that is connected to Adcombi’s local advertising technology ‘multi-advertising’. Multi-Advertising provides a solution for advertisers who want to reach a local audience through premium online media.”The reach of local media campaigns deteriorates rapidly,” explains Gerrit Reinders, Founder of Adcombi. “Thus, there is tremendous demand for solutions that generate hyperlocal reach via national channels. Thanks to this partnership, our solution is now also accessible for Adform users.”

“One of our top priorities is increasing our clients’ efficiency and eliminating operational complexity,” says Oliver Weiss, Adform’s Vice President of Business Development. “The team at Adcombi have built a platform that fully focuses on simplifying local media buys and gives SMBs the tools and flexibility they need in order to run their campaigns most effectively. Adcombi is is an ideal Adform partner as they have been able to integrate with our open APIs to create a unique solution for local advertisers”

Reinders adds: “As an independent DSP with a strong position in Europe, Adform is the perfect partner. It is our vision to provide an independent platform for hyperlocal marketing. With this partnership we take an important step towards realization.”

Surprise someone you love with a very creative idea? Cornetto, has something awesome! Have a look on how you can customize your own bannerset for your loved ones with this great tool Adcombi created.

Very cool work for Cornetto – Adcombi from Adcombi on Vimeo.

Advertisers and agencies often ask me about the difference between programmatic display advertising with the GDN (Google Display Network) and a DSP (Demand Side Platform). Although both are used to run display campaigns, they differ vastly in their capabilities. So what are the differences? And why does a DSP beat Google’s ad network if you ask me? Four reasons.

DSP vs Google Display Network

Let’s start with a simple explanation of the two programmatic display advertising tools. GDN is effectively Google’s ad network of AdSense publishers who have signed up, which allows you to bid on Google’s display inventory. You can use Google’s data to target your audience.

A DSP is a platform that allows you to bid and buy ad inventory from multiple ad exchanges or from publishers directly. It allows you to use data from different parties to target your audience. A few examples of DSPs are Adform, Platform161, Turn, DBM and Mediamath.

So which option is best for whom? In general, display advertising within Google Display Network is a good starting point for advertisers. Display advertising through a DSP on the other hand is for advertisers and media agencies who are looking for more advanced advertising and on a larger scale. The following advantages illustrate this.

1. Magnitude of reach

The most obvious advantage is the magnitude of reach. GDN reaches only the Google Display Network (i.e. sites owned by Google or its partners) – which is estimated to be 70% of the web. DSPs on the other hand have access to GDN’s ad inventory as well as all the ad exchanges outside of Google, such as Rubicon, AppNexus, Improve Digital and AdScale. This comes down to an estimated 95% of the web. This means you can reach all the premium websites including high-end newspapers through a DSP.

2. The queue to buy ads from publishers

Having access to more ad exchanges also means you can bargain a better price per spot on a website. This does not necessarily mean it’s cheaper, but with a DSP you’ll jump the queue for ad spots. Another distinction when it comes to media buying is the option to cut the line completely and make direct deals with publishers. This is possible with ‘programmatic direct’ or through ‘private marketplaces’. This way you assure a certain spot on a premium website, instead of bidding for a spot against other advertisers at the RTB auction.

3. Detailed targeting options

The level of granularity in overall campaign targeting through a DSP is extremely advanced. First, second and third party data targeting are only possible through a DSP. This can be very useful if you’re looking to run highly refined targeted campaigns. For example targeting “Vodafone users using broadband speed on iOS Devices and Chrome browsers” or targeting browser settings such as language in the city center, to target tourists for example.

4. Enhance relevancy with creative ad options

GDN and a DSP both support all types of creatives (HTML5, image, video, etc.). Only GDN supports text-ads out of the box, with its Adwords background. However, for advanced rich media options, you’ll need a DSP. A DSP supports customization to rich media and has a huge inventory of formats from publishers. This means you can enhance the relevancy of your banners by involving your audience with your ads. Think of fishtanks, lightboxes and homepage take-overs on premium websites or including multiple levels of content in a single ad placement, such as in-banner video, games, tweets, etc. You are far more flexible in a DSP because you can use a different adserver, where you have the ability to change the content of your creatives.

Costs

A downside of programmatic advertising through a DSP is the minimum spend. DSPs require a fee to access it. With the Adcombi Suite you don’t have this problem, because you can join our shared DSP. You have the advantages of a DSP and share the costs with other advertisers. And, like GDN, you can pay for your campaigns as-you-go. No monthly fees, you are charged only when you run a campaign.