Author: woutervanwaning

Programmatic ads have allowed us to target customers in ways never before possible. Features like dynamic creative optimization (DCO), automated buying, reduced middle-man fees, and personalization and contextualization allow advertisers to create granular, relevant ads on a local scale. That’s why 82% of digital ads in 2019 were programmatic. Today, digital ads are shifting further, with trends moving away from banner ads and towards video through mediums like over-the-top (OTT), TrueView, Facebook Video, Snapchat, etc. In just a few short years, video has moved to take up nearly half of programmatic ad budgets. Yet, video has consistently failed to meet the needs of multi-branch and franchised businesses. Regular programmatic offers nearly limitless selection criteria for customizing ads on a local level, but it would be prohibitively expensive to reframe video ads locally for hundreds of local franchises. By applying multi-advertising technology, Adcombi bridges the gap between national organizations and their local dealers. We use dynamic video to create seamless, locally relevant video ads from national campaigns.

The result? National companies can localize campaigns based on viewer location, driving traffic directly to local franchises. And, local franchises can spend local store budgets as part of the same campaign, rather than building their own. Everyone wins.

How It Works Dynamic programmatic ads have been a thing for some time. Even under GDPR, you have access to the buyer’s geographic area through mobile ID or IP as soon as you win the bid. This data is used to auto-select location-relevant ads campaigns, pulling from national or local budgets depending on the campaign. Consumers viewing ads now see local offers in ads and are redirected to the nearest store or dealer – all inside the same content as the national campaign. Dynamic video takes this same concept and applies it to video. Our design team works with you to build a dynamic video ad, consisting of a larger local ad with dynamic clips. These clips are assigned to campaigns so programmatic automatically selects them when a customer from a relevant area views an ad. This same process works for factors like location, viewer language, viewer device, and real-time factors like weather.

The corporation stills gets a single, cohesive national ad campaign. In the digital environment, that ad updates in real time based on viewer data to show location and context-relevant information. In the real world, that might look like the following examples from the automotive industry and quick-service restaurants.

The national ad for an auto-manufacturer shows city cars in an urban environment in between branded messaging. When the ad is loaded, it’s in a rural area, the program automatically replaces city cars with larger, more rural-appropriate clips and prompts the viewer to visit their local dealer, with address and phone number included. The national ad for a fast-food chain shows people eating burgers and ice cream and prompts viewers to visit. When the digital version loads, it’s raining, and the ad highlights coffee instead, again prompting viewers to their local chain, with address included.

Delivering National Campaigns at a Local Level with Opel DTC Media and Opel was one of our first dynamic video customers. Like many franchised businesses, Opel faces numerous advertising issues. Local dealers have their own budgets and are unable to afford the large ad-spend Opel does on national campaigns. Opel delivers national and international video campaigns. It wouldn’t be feasible for them to re-create ads for franchises.

With dynamic video ads, Opel does just that. Our multi-video ads update dynamically based on viewer location to show context and location-relevant cars, to pull out ads for local dealerships, and to direct clicks to local landing pages. This all works to improve local awareness and sales, meeting the original goal of Opel’s national campaign.

Dynamic video advertising delivers the granularity of traditional programmatic, but with video. Adcombi is proud to be one of the brands pioneering this technology, and we’re excited to see where it will take us.

Contact us to learn more.

Werben & Verkaufen (abbreviated W&V) reports in the current print edition about Adcombi and our multi-advertising software. The article covers the current state of affairs in programmatic advertising, with a special section where the benefits of our technology are explained.

W&V is one of the highest-reach specialist portals in the communications and media industry with an average of 1.8 million unique visits per month, so being in the spotlight on this platform is a great success.

The complete article about the Adcombi way of “virtually ‘locating’ advertising banners” (Managing Director DACH Sebastian Kraemer), can be found here:

Managing and activating large amounts of regional and local programmatic campaigns can be quite a drag. Multi-advertising by Adcombi helps campaign managers save up to 80% of the repetitive and often tedious campaign work involved. Let us unveil just a little of our magic.

Multi-store companies

As you may remember from our previous blog, multi-advertising is all about effortlessly activating, managing, monitoring and reporting on large amounts of regional and local programmatic campaigns at scale for multi-store companies. In order to set up location-specific online local campaigns, at least three elements must be taken into consideration. First you need the individual message each dealer wants to get across in terms of product offering, discounts, opening hours or a local event, to name a few. Secondly, the respective geographical advertising areas must be determined. Their character may vary significantly depending on whether a dealer is located in a city or a less densely populated area.

AdActivate

Thirdly, individual budgets need to be defined per location and monitored. It doesn’t take a genius to see that tailoring these individual requirements for regional campaigns can easily turn into a real marathon. Without multi-advertising, you’re looking at often hundreds of individual campaigns that need to be set up with all their detailed settings. Because only with the freedom to create complex demand strategies, so-called bidding strategies, a programmatic campaign, even for the rather small individual location budgets, is target-oriented. To solve this problem, we have created a way to attach bidding strategies to each location automatically with our SaaS tool AdActivate.

AdStats

As the banners in turn contain both static and dynamic variables for every location, we have subsequently automated banner design as well. After all, campaign results also need to be monitored and acted upon. Since DSPs generally have a hard time dealing with large numbers of line items, we have developed a user-friendly monitoring tool called AdStats. AdStats offers an aggregated overview of all individual campaigns showing campaign results balanced against any KPI a client has defined, such as CTR (Click Through Rate), Viewability or Footfall Measurement.

Reporting tool

Our extensive filtering system then helps you identify what line items and/or campaigns need to be optimized. Knowing all this, it won’t come as a surprise that we have also replaced the labor-intensive hassle with Excel documents and the associated manual work by a reporting tool that enables you to generate hundreds of PDFs that can even be easily customized to your liking. Has the skepticism, mentioned at the beginning of this article, been resolved somewhat? You are welcome to see AdActivate, AdStats, the automation processes and the enormous potential for saving resources for yourself. Contact us and simply try out the tool!

Recently, Adform was one of the main sponsors of the (online) Programmatic Event in Italy. Davide Corcione presented a way of making life easier for programmatic agencies with the use of Adform’s full-stack solution. Adcombi perfectly fits that bill by providing an effective and intuitive way to run local programmatic campaigns at scale. Ward America presented the GVB case to show how Adcombi can contribute to giving multiple store brands that much needed Programmatic peace of mind!

Local offline media, ranging from door-to-door advertising to inserts and billboards, generally come with long lead times, high cost and inflexibility in terms of contact moment and location. On top of that, door-to-door advertising is further hampered by an increasing number of people, who reject advertising material in their mailbox. Thank God for multi-advertising that solves these problems all at once!

Multi-advertising

The fact that a shift is taking place from offline to online media is not exactly breaking news. Online programmatic advertising and even dynamic (video) advertising have already been around for a while, solving some of the above-mentioned challenges. To a certain extent, this even includes giving online national campaigns a local twist in terms of discount campaigns, opening hours and other local conditions. So how does multi-advertising fit into this picture? With multi-advertising we have created software for activating, managing, monitoring and reporting on large amounts of regional and local programmatic campaigns at scale for multi-store companies effortlessly.

Location-specific content

Our convenient templates and dashboards allow in-house or external campaign managers to set up and manage individual budgets, bidding strategies and creatives for many locations at once, while still maintaining control over them individually. Ads can even be personalized to connect with local audiences through dynamic content such as address information, dealer logos and location-specific images or text. Multi-advertising shows the same flexibility towards the exact size of the geographical area each individual dealer seeks to target. At the same time, we found a way to show the local ads to targeted consumers in the direct vicinity of a particular shop, based on GPS and IP data.

Complementing

As a result, our multi-advertising tool has been adopted by a growing range of renowned companies in the retail, banking and automotive industry. We are not claiming that print and out of home media have run their course altogether, don’t get us wrong. What we are trying to say is that multi-advertising satisfies the need for customized local digital advertising and, as such, fills the gap left behind by local offline media. In other words, multi-advertising is by no means designed to replace traditional media but much rather to complement them in a very affordable way.

It is safe to say that the Coronavirus has changed our lives in more ways than we could have ever imagined. Beyond the obvious economic impact the virus will have, we are faced with the reality that also our social interactions are changing considerably. Whereas we used to hug, kiss or high five one another to show affection or appreciation, we now use Facetime, Whatsapp and other digital means to do so. As such, government measures of social distancing prevent us from being together with our loved ones, friends and colleagues.

Yet, despite the challenging circumstances, we have also seen beautiful initiatives that have surfaced in order to combat social isolation and show our love or appreciation to the people around us. Honouring healthcare professionals with sweet messages or serenading elderly people in front of their homes are just a few examples of how we strive for social cohesion. After all, we are in this together!

Adcombi is happy to contribute to this social cohesion by rebuilding a unique programmatic platform. On the platform, which is branded in your own or your client’s look and feel, consumers are able to put together their own banners by using a sophisticated template. Through a predefined link that is shared with friends or loved ones, Adcombi can target those people with personalized messages via display ads anywhere online.

Are you interested in how this technology was used for Cornetto, have a look at the infomercial.

Stay safe and feel free to reach out to us at or call +31 (0) 20 261 5494.

In these times of crisis, social connection is more important than ever before. In order to remain in contact with your clients, Adcombi offers a unique way for them to respond to these difficult circumstances.

Offering a platform where they can send a personal message to their loved ones by means of a display banner, is an exciting new way for you to engage with your customer, and still offers the possibility to show your brand online.

In this infomercial you can see how it works:

Want to know more? Call us on +31 (0)20-2615494 and or leave a message with our contact form.

Online advertising has evolved rapidly over the last decades. We know because we’ve been there, and we still are for that matter. In fact, Adcombi was runner-up at the Emerce Top 10 European Startups last year, receiving praise for our highly automated online local advertising services. Until recently, we never really cared to seek publicity. With the ongoing development of our own software solutions, however, we are taking a different approach.

National campaigns with a local twist

We have won our spurs in programmatic advertising via several DSPs, but it didn’t end there. With the launch of our multi-advertising services, we have created a powerful online weapon for retailers with multiple locations. The development came about quite accidentally. While discussing a ‘regular’ online campaign with a renowned Dutch supplier of sporting goods, our client expressed their frustration as to the limited possibilities to give their uniform, national campaign a local twist. After all, as they explained, a particular shop in the northern part of the country may prefer to focus on ice skates, whereas a fellow franchisee in the south may prefer to promote hockey items instead.

Automation tool

Moreover, discount campaigns, opening hours and other local conditions may vary. Tailoring online national campaigns to local situations is very labor-intensive and would probably give campaign managers recurring headaches. Unwilling to leave it at that, we decided to develop an automation tool for activating and managing large amounts of regional and local programmatic campaigns. At the same time, we found a way to show the local ads to targeted consumers in the direct vicinity of a particular shop, based on GPS and IP data. As a result, our multi-advertising tool has been adopted by a range of renowned companies in the retail, banking and automotive industry.

Exciting Webinar coming up

The best way to find out how it all works is to join our webinar on March 26 at 10am CET. Please sign up here to learn how we connect hyperlocal audiences at any scale.

A new series of blogs

In just a few years Adcombi has become a key player in local programmatic advertising at scale, with operations in five countries and a second office in Germany. It is our ambition to grow even further in the years to come by adding new functionalities and applications to our existing software, as well as introducing entirely new software solutions. This is why we’ll be sending you a series of blogs in the months to come. In addition to explaining features, cases and other serious matters, we will offer you stories that are remarkable and though-provoking. We consider it our job to enable efficient, dynamic, local advertising, so stay tuned for the latest news on our progress.

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